Search Engine Marketing FAQ's

Frequently Asked Questions in Search Engine Marketing

What is the difference between a Search Engine and a Directory?

While the average Internet user may not be aware, or care about, the differences between Search Engines (Google) and Directories (Yahoo!), the search results they provide are compiled in very different manners. Major search engines build and maintain huge databases of web pages by utilizing "robots" or "spiders." These programs "crawl" across the web by following links between sites and pages. Each search engine uses its own set of criteria or algorithms to decide what to index, in what position. Also, some search engines "deep crawl" indexing each page in a web site, while others "shallow crawl" and index only the main "home" page. Yahoo! and LookSmart are the most widely known examples of "directory-based" search portals. Under this model, sites are subjected to an editor's consideration for inclusion in a search engine's listings. These directories now require commercial sites to pay a fee to be considered for inclusion in their indexes. While there is no guarantee of favored ranking (or inclusion), sites enrolling in paid inclusion programs benefit from being reviewed by site editors for targeted directories. Additionally, LookSmart syndicates its directory listings to leading sites including Excite, MSN and InfoSpace.

Are there any obstacles to my website getting indexed?

Unfortunately, using technologies that enhance site navigation and the user experience can actually impede search engine indexing. Incorporating technologies such as frames, redirects or dynamically-served web pages can negate a search engine's ability to spider a site.

How long does it take for my site to get indexed?

Until recently, it would very often require 3 - 6 months after submission for sites to attain positioning in search engine indexes. Changes in search engine models and SEO strategies now enable some top positions to be attained within several weeks.

Can I pay to have my site show up at the top of a search engine?

Many leading sources for Internet searching now incorporate paid rankings in their directory listings. Keywords are sold on a "cost-per-click" (CPC) or “pay-per-click” (PPC) basis where higher bids attain higher ranking. Google AdWords and Overture are examples of keyword ad vendors that allow bid-for-position for the top of page listings. These CPC ads or "sponsored listings" appear prominently on such leading sites as AOL, MSN, Yahoo!, Google, Lycos and others.