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Search Engines

 

 




No one knows for sure but it is estimated that there are more web pages on the Internet than there are people alive in the world today. So you can imagine that finding timely, relevant and accurate information is not easy. In come the search engines.

A search engine is simply a computer system that catalogues the contents of other web sites and shows the search engine user a selection of web pages that appear to satisfy the search criteria e.g. keyword, brand name etc.

As well as search engines, there are also many directories. A directory is a web site containing list of categorised web sites. The most common directories are industry specific e.g. a list of cottages where you can stay for a holiday or Yellow Pages that is categorised by area and industry type.

There are pros and cons of both approaches and, for many people, both are used. In general,:

search engines:

  • allow free web site registration,
  • are free to use,
  • hold a wide variety of content.
    It is often difficult to compare like with like.
directories:

  • tend to be highly focussed on their niche,
  • hold a narrow range of content and presented with a common look and feel thereby making comparison simpler,
  • tend to charge for their services.

Click on any Tex Spex heading to get more information.

TEX SPEX
Search Engines
EXAMPLES OF SEARCH ENGINES.

AOL

Ask Jeeves

Bing

Excite

Google

Hotbot

Lycos

Yahoo

Although, Google has all but become a verb, try using the other search engines and see whether you are more comfortable with one of the others.


IS IT EXPENSIVE?

It varies a lot. Search engines tend to be free to register and appear somewhere in the search results. When you get to the point where you want to pay in order to improve your position then it can get expensive.

There are a number of ways to pay for improved visibility on search engines:
  • sponsorship,
    This is where you pay a certain amount for your details to be displayed in a prominent position on the page.

  • Pay Per Click.
    This is where your basic details are displayed prominently on the screen. Should the potential customer click on the link to your web site then you get charged an amount for the click.

  • Pay Per View.
    This is where your basic details are displayed prominently on the screen. You will be charged simply for the details being displayed irrespective of whether the customer cicks on the link to your web site.
The basic details and a link to your web site are only displayed when agreed keywords have been entered by the search engine user e.g. Perthshire. How many times your details are displayed on the screen depends on:
  • how many people enter the particular keyword,

  • how much you have paid for each Pay Per View or Page Per Click,
Unlike normal advertising, where there is a fixed rate card, search engine rates are often subject to a bidding process. So, if you agree to pay £1.00 per Pay Per Click and a competitor has agreed to pay £1.10 per Pay Per Click then the competitor will be more prominent more often.

Directories on the other hand tend to have fixed rate cards e.g. £100 per annum or 10% commission on each booking. Sometimes there are diffent rates for items that you want to be displayed more prominently e.g. a bronze, silver or gold listing but the rates tend to be known up front and are applied equally to everyone.