How to Soar in Your Search Engine Marketing in the Post
Google Era
Part 2. of the Three Part Series
The Tao of Search Engine Promotion
Still Shows the Best Way
by Kamau Austin
"Are Google's Days in the Dominant Position in
Search Technology Numbered?"
In an aggressive attempt to get SEO under control, perhaps
for its new IPO, Google is evolving into a less relevant search engine
losing market share to Yahoo! Furthermore, on the horizon is Microsoft's
launch into the search business, which will integrate search some how
into the Find feature of your operating system (it is the system used
to find files in Windows). It other words, with the new Windows you will
be able to search files on your computer and also the Internet. This new
functionality of being able to search computer files and web files, from
the operating system of Windows, has to eat into the market share of Google's
future Search Business.
"The Google Brand will Survive Albeit
in other Advertising Businesses."
This would explain Google's ambitious plan to expand beyond
search, to become a major ubiquitous brand like Yahoo! Google has expanded
into email advertising with Gmail™, and positioning itself to be
a major partner with countless numbers of web site publishers with the
revenue producing Adsense™ program. Google's Adsense™ is probably
the most effective associate or affiliate program for web site owners
available. It provides significant revenue out of one of the webs 3 main
killer apps - clicking on links. With a major IPO to raise cash and these
visionary positioning strategies, I am sure Google will leverage its brand
into other things. In short, the Google brand will survive albeit in other
advertising businesses. However, the fact remains I don't think it will
retain its dominant position in search. Are Google's days in the dominant
position in search technology numbered?
"How Will the Savvy SEO Survive in the
New Search Engine Marketing Landscape?"
Gone are the days that SEO's not long ago, could optimize
clients sites for Google and influence 2/3rds of the search queries online,
for targeted keyword phrases.
My results have been affected also however, I suspected
that this was in the works, and buffered my ebusiness from the latest
series of Google updates my taking a more harmonized and balanced approach
to web marketing called the Tao of Search Engine Promotion. So sit back
and relax, and forget the stress of the Google's barrage of Updates. Refocus
your energies. Visualize a high traffic site without the dependence on
Google, the new MSN Search Engine, or anything else on the horizon...
probably created by Yahoo! Lets use this time to reflect on the basics
of synergistic web marketing harmony.
"Introducing the Concept of
Tao
to Search Engine Marketing"
Why I use the Eastern Philosophy of Tao to Search Engine
Promotion is because in Search Engine Marketing I feel we have to be open
to harmonizing with the major opposing forces in search engine visibility
going forward: 1 Pay-Per-Click (PPC) Advertising; and 2 Search Engine
Optimization SEO.
My Personal Philosophy is that you will need to Have Harmony
between Hard and Soft techniques, like Ying and Yang or Male and Female
Principles to restore balance in search engine marketing in this uncertain
post era of Google dominance.
Search Engine Advertising - represents the Yang or Male
Principle, in that it is very proactive, aggressive, and in your face
advertising. Your PPC advertising copy has to fire the imagination of
the web visitors to get a good response. Pay-per-click (PPC) Advertising
is paying for the click-troughs to your site by the search engines. PPC
is putting your message out to the www in no uncertain terms, to make
your statement about your business.
In PPC advertising you control the ranking, message, and
cost of your campaign by bidding against others for your specific search
engine key terms. The major players in pay-per-click advertising are Google,
Overture, and Find What. While on the other hand…
Search Engine Optimization - represents the Ying or Female
Principle in that it is more fluid and receptive to the algorithms of
the search engines, which of course you - do not control. SEO promotion
is using known conventions, and in some cases deconstructing the algorithms
of the developers of the search engines - and working with them. In other
words it is like Judo where you use the momentum and power of the search
engines to build your business. You will have to be constantly vigilant,
in order to try to stay abreast of the latest developments in SEO promotion.
You have to employ both strategies at times - and both have
their place, in the media mix of your search engine marketing strategies.
We will explore how both can help you drive traffic to your business.
First let's explore some ebiz basics.
Why People Use the Internet?
A - Read Email and communicate
B - Find Information (not entertainment)
C - Find information to buy something
The Net is Text-centric right now - with the 4 killer apps
being E-mail, Instant Messaging, clicking links and searching for information.
Without these four basic functions the web would not work. This is important
to remember because, some people think that Flashy animation, or graphics
are the keys to a successful e business. This is just not the case. You
have to have good textual information on your site, that is optimized
to be search engine friendly, if you want to achieve high search engine
rankings. It Part 3 I will explore other basic SEO principles to share
how I have been able to sustain high rankings in a Post Google era.
Read Part 3 Click Here
Kamau Austin, helps small and minority business make more
money, by creating, search friendly web sites. He is the owner of Ebizbydesign.com,
Einfonews.com,
eBizEliteMembers
and the creator of the Free Search Engine Promotion Tele-course at: SearchEngineplan.com
. He can be reached at: 973-655-8866
Coming Soon Book Reviews
of Top SEO Books: The Nitty Gritty
of Writing for the Search Engines by Jill Whalen, Search Engine
Visibility by Shari Thurow, Dr. Wilson's Plain Spoken Guide to
Search Engine Optimization by Dr. Ralph F. Wilson, Search Engine
Fast Start by Dan Thies, Maximizing Your Web Traffic by Robin
Nobles and Susan Alexander, SEO Book by Aaron Matthew Hall, Search
Engine Optimization on an Extreme Budget by Non-stop Internet, and
others to be announced.
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