Websites and search engines
This lesson will discuss some general principals of paying search engines for services. Search engines are going through a shakeout at the present time. Competition is heavy. They are changing their game plans on a continual basis, looking for the right way to provide a useful service to the Internet public while, at the same time, providing a good return to their investors. In this lesson, we will examine principals that apply in the long run, rather than focusing on the specifics (which will certainly change over time) of the search engines themselves.
THE RELATIONSHIP BETWEEN YOUR WEB PAGE AND A SEARCH ENGINE
What exactly do search engines do? They collect information on Websites and attach that information to certain search words and phrases. When users search the Internet using particular words or phrases, the search engine provides a list of Websites matching those words or phrases. Search engines also rank these results to determine where each of the many pages matching a particular keyword or phrase are displayed in a list and in what order. Sometimes, a search engine also enhances listings with other material or displays ads.
Websites change over time. Thus, search engines also need to revisit Websites to see what keywords and key phrases remain applicable to them and (if necessary) to re-determine their rankings.
The relationship between a Website and a search engine involves four things: 1) Initial reviewing and including; 2) Ranking relative to specific keywords and key phrases; 3) Revisiting, reviewing, re-ranking, and reporting; and 4) Listing enhancements.
INITIAL REVIEW AND INCLUSION
As we discussed in previous lessons, many search engines and directories do not include all pages submitted or found. The Websites they do accept often take many weeks or months to be reviewed and included. Thus, there are two initial factors important to the aggressive Internet entrepreneur: being included and being included in a timely manner.
With almost all the search engines, you can pay for a timely review of your site. As you may recall from our discussion of Yahoo!, Yahoo! Express guarantees review within seven days for $299. However, as you also may recall, Yahoo! Express does not guarantee inclusion—only that your site will be reviewed and included or rejected within seven business days. Many search engines do guarantee inclusion, though, and package it with a timely review and other services.
The Open Directory Project, discussed in a previous lesson, is the most notable exception to the pay-for-quick-review opportunity. ODP does not accept payment for review, inclusion, ranking, or anything else.
When looking at the search engines that do provide pay packages, examine the package of services offered to see exactly what you will get for your money. How soon will your site be reviewed? Is inclusion guaranteed? What are the total costs?
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