Search Engine Positioning: Trends for 2005

Written by Fernando Maciá

Anticipating whatrepparttar future may bring can always be a risky business. In spite of these difficulties, businesses must work within predictable and potential boundaries that can generate good intuition forrepparttar 128246 future. We humbly acceptrepparttar 128247 possibility of making erroneous assumptions and predictions while delineating what Human Level Communications anticipates forrepparttar 128248 fast growing and highly competitive world of search engine marketing during 2005.

All against one, and one against all

The consolidation of search engines

2005 culminates an on-going search engine consolidation process that has left three indisputable star players: Google asrepparttar 128249 number one, Yahoo! and MSN Search. These three search engines represent between 85% and 95% of all traffic that arrives at a website directed by a search engine or directory service, and their databases feed results to many other search engines and meta-engines. Meanwhile,repparttar 128250 giant Microsoft continues to fine-tune its own technology inrepparttar 128251 form of a beta version of MSN Search.

These three leaders are expected to fiercely compete inrepparttar 128252 areas listed below, significantly impacting search engine marketing strategies.

oQuality of Natural Results: only time andrepparttar 128253 market will tell what search engine will be able to generaterepparttar 128254 best natural results (i.e. non-sponsored). Google seems to haverepparttar 128255 most experience in this area, while Yahoo! has developed its own website indexing algorithm. MSN Search, onrepparttar 128256 other hand, has been crawlingrepparttar 128257 Web for well over a year to generate its own database for Microsoft.

oLocal Search: being able to use a search engine to findrepparttar 128258 closest pizza restaurant to our current location introduces an important geographic segmentation challenge. Google and Yahoo! have already takenrepparttar 128259 first steps towards solving this problem and MSN Search will follow suit very soon (as we were finishing this article, Microsoft launched a beta version).

oFree e-mail: Yahoo! Mail and MSN Hotmail used to sharerepparttar 128260 spotlight as beingrepparttar 128261 leaders in offering free e-mail accounts. Google then pulled from its sleeve GMail, a free e-mail account service with 1GB of storage that uses a contextual publicity mechanism based onrepparttar 128262 automatic analysis of e-mail content. Yahoo! Mail has reacted rapidly raising their free e-mail storage quota to 250 MB and offering a new e-mail variety, Mail Plus, that for less than $20 a year doublesrepparttar 128263 storage space offered by Google. Once again, Microsoft has fallen behind in this contest even though it has elevated its storage quota to 250MB. It will be interesting to follow MSN’s reaction to Google’s bold move.

oDesktop Search: Apple, once again, pioneered this concept and offered a solution in their Sherlock tool, which has been for some time a standard component of MacOS. However, Google Desktop has beenrepparttar 128264 first offering of such an application for Windows desktops and once again, Google has beatrepparttar 128265 giant from Redmond in its own turf, perhaps anticipating that Microsoft could integrate MSN Search in their next release ofrepparttar 128266 Windows operating system, just like they did a while back with Explorer, critically wounding Netscape Navigator.

Optimize and re-optimize, it pays off

Google’s success has proven that users will utilize those search engines that are capable of generating results that present in their first page of results those websites that are most relevant torepparttar 128267 searching criteria provided. With this mission in mind, both webmasters and web positioning experts have tried to position their websites withinrepparttar 128268 highest ranking results forrepparttar 128269 maximum number of categories, all to attractrepparttar 128270 largest amount of traffic. The traditional bag of “tricks”, such as keyword saturation, hidden or invisible text, meta-tags saturation, link farms, mirror sites, continuous search engine registrations, etc., is a thing ofrepparttar 128271 past. The algorithms employed by modern search engines have been learning every new “trick” just as quickly asrepparttar 128272 “experts” have been discovering and taking advantage of allrepparttar 128273 weaknesses of web crawlers. This constant confrontation has spawned a mutual perfectionism. On one hand,repparttar 128274 searching algorithms are now harder to “trick” and they are able to progressively generate more pertinent results ordered in a hierarchy that users find more useful and efficient. Onrepparttar 128275 other hand, webmasters and Internet professionals have discovered that it is more important to correctly identifyrepparttar 128276 market niche being targeted, generate rich and high quality contents, provide frequent updates, use well structured and purified code, makerepparttar 128277 site highly usable and accessible, rather than utilizing an absurd language simply to “satisfy” Googlebot, for example. Inrepparttar 128278 area of web optimization, immediate attention should be given torepparttar 128279 following points:

oCommon sense - How useful is it to appear first on a search if whenrepparttar 128280 users arrive at a page they find a repetitive and absurd language and an ill-formed and difficult to follow structure? Or, to put it in a different way, do we have a website designed to attract a lot of visitors or to attract a lot of clients? Appearing first on a search engine is similar to having your prospective clients lined outside your door. There is still a long way before those clients walk in, actually choose something and pay for it.

oProfessional involvement - The time for optimization “tricks” has passed. Today,repparttar 128281 task of optimizing a website belongs torepparttar 128282 experts. These are professionals capable of generating coherent navigational structures, suggesting meaningful language forrepparttar 128283 search engines and natural forrepparttar 128284 visitors, adding access links from important and reputable external websites, and providing advise beyondrepparttar 128285 technical aspects to identifyrepparttar 128286 market niches for each website and those keywords that will generaterepparttar 128287 maximum rate of conversion from visitors to clients.

oContents – The creation of original and high quality contents providesrepparttar 128288 highest return onrepparttar 128289 investment. Writing articles, participating as a moderator in forums or chat rooms, or developing e-books or newsletters will translate into a rapid surge of qualified traffic not only from potential customers, but also from providers, collaborators and possible partners.

oAccess links – A very effective way to direct traffic to our website is by including links to it inside other important and related websites. This is due to several reasons.

oAppearing as a recommended link inside important portals positions us as experts or leaders in our domain, not only in front of an audience of potential customers, but also in front of our competition.

oThose external links pointing to our website increase our Page Rank, a popularity index that Google uses to expressrepparttar 128290 importance of a website and one ofrepparttar 128291 parameters that it considers when is placingrepparttar 128292 final search results.

oLinks from other websites generate more qualified traffic in a direct way, by users clicking onrepparttar 128293 link itself, and indirectly, by users who click on Google because they obtained better rankings due torepparttar 128294 popularity of our website.

The Most Beneficial and Most Under-Used Web Site Promotion Tool

Written by Rich Brunelle

The Most Beneficial and Most Under-Used Web Site Promotion Tool By: Rich Brunelle

Of allrepparttar methods of Web Site Promotion,repparttar 128245 Press Release is by farrepparttar 128246 most beneficial tool available. It is also one ofrepparttar 128247 least used tools. When thinking of Web Site Promotion, a web site owner or his delegate has to consider what method of promotion will bringrepparttar 128248 best results. But, a majority of these people fail to recognizerepparttar 128249 significance ofrepparttar 128250 Press Release.

Press Releases are one ofrepparttar 128251 few documents that can be submitted one time to one location, but be considered for publication in millions of other locations. Press Releases submitted to a quality News Distribution Service are routinely reviewed by a bunch of Journalists. Journalists from all forms of media consider use of Press Releases in their publication. It is probable that a Press Release of significance will get selected by numerous Journalists for inclusion in their publication or media as a Press Release, as well as used for a subsequent news feature. How many times has Google generated a Press Release that creates news features on television, radio, print publications, and all overrepparttar 128252 Internet? In case you aren’t surerepparttar 128253 answer, every time.

Now, most of us will never write a Press Release of such significance as to reach all forms of media like a Google press release, but a simple Press Release from an unknown stands a pretty good chance of getting significant distribution. A Press Release published onrepparttar 128254 Internet, immediately upon publication generates attention to your business or web site. How? Most ofrepparttar 128255 News Media select Press Releases for inclusion to their Internet news publications. Most of these News Media sites also are Free Content Providers to millions of other web sites by offering free news feed linkage fromrepparttar 128256 News Media site. Not all ofrepparttar 128257 sites using such feeds are going to selectrepparttar 128258 specific feed that carries your Press Release. But, what if only one in ten do? You cannot pay for banner ads or search engine placement that will give you as much promotion in a single day.

Press Releases are one ofrepparttar 128259 few documents that get published in other media that immediately attract attention to your business or web site. Newspapers, Newsletters, Magazines, and a large amount of company bulletin boards frequently pick up and publish Press Releases from News Distribution Services. If your Press Release is picked up for publication,repparttar 128260 first day of its release will probably berepparttar 128261 strongest inrepparttar 128262 print media. However, newsletters and magazines usually are not a daily or weekly publication. So it’s possible that two weeks or a month after its release, your Press Release will get another strong viewing.

Press Releases are one ofrepparttar 128263 few documents that get published to numerous locations without much effort. One single Press Release, submitted to a quality News Distribution Service is considered for publication in millions of media publications, read by tens of million readers. So, even if only one of these publications picks up and publishes your Press Release . . . Dorepparttar 128264 math!

A Press Release isrepparttar 128265 best method of increasing Search Engine Ranking by linkage. Once a Press Release is published by any ofrepparttar 128266 News Media, it is archived in a searchable database. This placement of your link into a high ranking, high traffic media site is priceless. Test this for yourself if you wish. Simply prepare and distribute a press release. Within two to five days, do a search for your web site. If your Press Release was accepted and published, you will find a number of links fromrepparttar 128267 media that published your Press Release back to your web site. And, what if one of those media sites just happen to be Google or Time Magazine? We can wish and dream, can’t we?

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