"What was any art but a mould in which to imprison for a moment the shining elusive element which is life itself - life hurrying past us and running away, too strong to stop, too sweet to lose."Willa Cather
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Search Engine & Auction Blues
Yahoo.com and a number of other search engines and directories recentlystarted charging businesses for submitting their websites to get listed. Isthis a good idea? Let's see.Imagine walking into your local car dealership to look at a new car. Thesalesman ...
search engine submission software
We all know that in order to get customers to your site, you need to market it. You need to get the word out that your site is there and it's got the products or information for your customers. Here I am, come and get me! But, how to do this is the ...
Using PPC To Maximize Your Search Engine Positioning ROI
By Dave Davies, Beanstalk Search Engine Positioning, Inc. The quest for higher search engine positioning on the natural search engines is generally the quest to increase revenue from a product or service. It is not the rankings themselves that hold any ...
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Branding versus search engine optimization is a marketing dilemma that larger companies will need to come to grips with on the Internet. Often companies will need to decide whether to promote their own brand name as their main keyword phrase or optimize for a more generic keyword phrase.
For instance, one search engine report states that 1.3 million visitors per month search for the term "Best Buy." This same report states that the term "electronics" is searched for by 1.1 visitors per month. The obvious choice in this scenario is for Best Buy to optimize for their own brand name first and the word "electronics" second.
But take a competitor such as Fry's Electronics. Approximately 95,000 visitors search for the term "Fry's" every month, far short of those who search for "electronics". Does this mean Fry's Electronics (a partner with Outpost.com) should optimize for "electronics" first and Fry's (and/or Outpost.com) second?
Currently, a search on Google for "electronics" will show that Best Buy does not show up in the first two pages. Fry's (Outpost.com) is on the second page. But let's take a further look to see who is in the number 1 position: Sony.
Sony, with 450,000 searches per month for the word "sony", has managed to grab the number one spot for its brand name and the generic name "electronics". A search of the Sony homepage source code will reveal that this page is optimized for both words, "Sony" and "electronics." By optimizing for both words Sony has nabbed a lot of traffic neglected by Best Buy and perhaps even exceeds Best Buys traffic in doing this.
Another issue in branding is trademark infringement. Courts have upheld that websites using another company's branded name in its metatags is engaging in trademark infringement. For instance, a site about cats would be infringing if it put the name Best Buy in its metatags in hopes of gaining traffic from this trademarked word. Large companies have to protect themselves from others stealing traffic that is rightfully theirs. These companies cannot however protect a generic term such as "electronics" as that is fair game for all electronics companies.
So, in order to create the largest return on investment, large companies need to optimize their websites both for their own brand names and for the generic, high-traffic keywords and keyword phrases relevant to their sites. Otherwise, they are letting tons of online business just slip away.
http://www.seoresource.net
About the Author
Kevin Kantola is the CEO of Search Engine Optimization Resource (seoresource.net) and has written many online and offline articles over the past 20 years.
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