Special Report: Search Engine Marketing
Using a crawler to spider the Web, Ask Jeeves uses Teoma 2.0 to employ its branded Subject-Specific Popularity. This ranks a site based on the number of same-subject pages in other ranked sites that link to it (not just general popularity such as page count) to determine a site’s level of authority. As with Inktomi, Teoma has no free “add URL” page. But also like Inktomi, Teoma crawls the Web, so if you have links pointing at your site, you may get included naturally. Last June, Ask Jeeves discontinued its paid-inclusion program.
Netscape gets its primary search results and sponsored section from Google. The Open Directory provides the results for Netscape’s Web sites categories and reviewed Web sites. If the Open Directory provides the reviewed Web sites section, you still can view Google results by simply clicking on “Search Again Using Google” in the left-hand column. You can no longer submit your site to Netscape. To be listed on it, submit your site to Google or the Open Directory, Clay advises.
To rank well in HotBot, use keywords in the title and meta tags, Clay says. Use high-frequency keywords in the body, and use longer documents.
Offering both organic and paid search, Lycos, one of the oldest search engines, changed from a straightforward search engine to a Yahoo!-type directory that includes news, shopping, personalized sections and a search engine component, Clay says. Lycos has partnered with Terra.com, a Spanish- and Portuguese-speaking online company. Terra Lycos now owns several Web properties, including HotBot.com, Matchmaker.com, Quote.com, Rumbo.com, Webmonkey.com and WhoWhere.com.
Case Study: SEM Proponent Shares His Trade Secrets
Sea Eagle, a $10 million multichannel merchant of inflatable boats and accessories, got into search engine marketing (SEM) before most marketers knew what SEM was — or for that matter, what the Web was.