How You Can Laser Focused On Your Target Audience ?

admin    Targeted Web Advertising     audience, Focused, Laser, Target

How You Can Laser Focused On Your Target Audience ?

Offline advertising is growing by 7% per year, while internet advertising is speeding ahead with a 32% annual growth rate. Traditional media is losing its market share as companies increasingly move their ads to the online media, specifically in the paid search arena. Some time ago, Ford Motor Company moved 10% of its budget away from radio/TV to web advertising.

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Advertising in online media has some definite advantages over offline media in terms of cost, reach, interactivity, targeting the right markets and measuring responses. This is why internet advertising is now becoming hot property for marketers!
Of all advertising (telemarketing, magazine advertising, newspapers, radio, TV, banner ads, email marketing, etc.), PPC advertising provides the most qualified leads and is proven to have the highest sales conversion rate. This is because, unlike other forms of advertising, your ad is only displayed when your prospective customer is searching for your products or services. This is why nearly 40% of all online advertisements are now pay per click campaigns.

The trend of advertisements within the online medium is fast changing too. While search engine optimisation is becoming vital for making your website emerge above competition, pay per click advertising is providing a very cost effective means to reach your target audience.

According to The Kelsey Group and ConStat, Inc, small-business PPC advertisers currently allocate on average 23% of their total advertising budget to PPC activities. Of these, 54% expect to increase their PPC spending the next year. Paid search has undoubtedly become the hottest means of online advertising. 

<b>What is a PPC Ad</b>

Pay per click campaigns (PPC) are defined as the guaranteed placement of a small “ad” on the search results page for a specific keyword or keywords. Your PPC ads are displayed when a user searches for your services/products. This means PPC ads are targeting those customers who are actively seeking your product/services.
No matter what your budget is, you only need to pay for the customers who click your link. PPC campaigns are suitable for all types of businesses.

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Advertising Company: Rule the Minds of Target Audience

admin    Creative Web Advertising     Advertising, audience, Company, Minds, Rule, Target

Advertising Company: Rule the Minds of Target Audience

The recognition for a brand does not come easy to the owner or advertiser. There is a need of extensive advertising, which requires a vast medium like Internet that can help the advertisers to spread the buzzword. In such a scenario, an advertising company can be a crucial partner for success. No doubt that advertising is an essential part of promotional mix, which cannot be neglected. The advertisers can only initiate their advertisement campaigns with strategic promotions. This can be done with well designed and coordinated efforts of an advertising company.

Now, what counts the most is the existence and effective utilization of web as an advertising resource. The advertising company solutions are efficient in providing the real dose to the target audience. In turn, the audience get pulled in to the web presence of the advertisers. This enables them to get publicity, brand awareness and increase the brand equity.

Altogether, it can be established that online advertising is inevitable for advertising. The online advertising is useful due to its networked structure, which enables widespread and premium reach to the advertisers. This network is not confined to geographical boundaries and comprises of publisher websites from diverse industry verticals.

These publishers are approached by the advertising company professionals for ad space lending. There are lot many factors that are responsible for generating response from the users. These are analytics, theme, popularity and quality of content. The ad space is bought for providing utility to the advertisers that take them for coming up over good SERPs.

In turn, the publishers get paid for the spaces in terms of CPA or CPC models. These are cost effective models, which are used for online advertising are quite cost effective. The company’s creative workforce ensures efficient ad management that include ad design, development, placement, ad rotation, performance reporting, targeting audience, keyword analysis, payment tracking, payout accounting, etc.

Now, with an advertising company working round the clock for advertisers, they can imagine the growth hidden behind it. Altogether, generating leads and creating brand identity comes in easy with efficient use of the web.

Related Creative Web Advertising Articles

Target A Keyword List And How To Create One

admin    Targeted Web Advertising     Create, Keyword, List, Target

The use of appropriate key words is one of the most important aspects of search engine optimization.  Selecting and targeting pertinent key words and phrases is crucial for building web traffic and getting the audience you want for your web pages. Like any other type of advertisement, your key words must be carefully chosen to ensure that you achieve both high page rankings and relevant traffic. Achieving high page ranks is useless if the traffic it brings you is not the right audience. For this reason, many experts believe that the target key word list used for a site can mean either success or failure for a web site or online business.

It is no longer enough to simply choose a relevant domain name for an online business or web site. Choosing the right key words for the site is now equally if not more important. The majority of people who visit a site get there by using a search engine. They will type in two or three words that describe what they’re looking for, scan the resulting list generated and pick one that seems relevant until they get the answer or product they need.  This is where target key words are utilized. Key words are what enable people to find your site; choosing the right key words for your site will ensure the right people find you.

With this in mind, identifying your target audience is the first step in creating relevant key words and phrases. Again, this is not dissimilar to targeting television advertisements.  Consider location when you are developing your target market.  For example, if you own a used car dealership in Hayward, California, any traffic you get from outside a very specific area is virtually useless to you. Similarly, if you operate an online business that does not ship outside the USA, generating traffic from other countries will not help you make sales. By adding key words that are specific to your location as well as your product, you will better hone into your target audience, improve your rankings, and achieve a better conversion rate, which will help increase your site’s page ranking, in turn.

Keyword competition should also be taken into consideration when developing a site’s key word list.  Going back to the used car dealership example, let’s say a potential customer types in the word “cars” into a search engine. They’ll never find what they need, because it’s far too general-generating around 500,000,000 different sites to choose from. Typing in “used cars” generates almost 70,000,000.  That’s still too many to deal with effectively. Using “used cars Hayward” generates almost 900,000 hits, and narrowing the focus even further by using the zip code rather than the city name reduces it to less than 25,000.

Choosing key words for your web site works the same way. If your key words are too general, your target audience will never find your site, because the search terms generate so many web sites that it is impossible to look through them all. However, if you go too far in the opposite direction and use too many key words, or key words which are too specific, you risk losing business as well. The best key word phrases are no more than three words in length.

So how do you choose the right key words? The first step is brainstorming with colleagues, friends or an SEO professional, to come up with a list of 20 or more appropriate key words.  The Google Keyword Tool is an excellent place to research key words. By entering key words into this tool it will give you an idea of the popularity of certain words and offers you alternative key words and phrases.

Once you have a good list of terms, you may want to refine it to call out the strongest terms that have the best potential for sales or traffic conversion. There are several good online research tools available, which can help you decide which words will be most effective for you. Some good examples are WordTracker and Keyword Discovery.  These sites may charge a fee for using their database.  After reviewing the terms, eliminate the key words that rank poorly or are very unpopular, then prioritize the remaining terms according to search popularity. These terms will become the keywords you will want to focus your initial SEO campaign on.

Always remember that when it comes to key words, you are focusing on optimizing your traffic rather than maximizing it.  Setting up the right keyword list for optimization is the cornerstone to a successful web site.

Creating a Target Keywords List

admin    Targeted Web Advertising     Creating, Keywords, List, Target

The use of appropriate key words is one of the most important aspects of search engine optimization.  Selecting and targeting pertinent key words and phrases is crucial for building web traffic and getting the audience you want for your web pages. Like any other type of advertisement, your key words must be carefully chosen to ensure that you achieve both high page rankings and relevant traffic. Achieving high page ranks is useless if the traffic it brings you is not the right audience. For this reason, many experts believe that the target key word list used for a site can mean either success or failure for a web site or online business.
It is no longer enough to simply choose a relevant domain name for an online business or web site. Choosing the right key words for the site is now equally if not more important. The majority of people who visit a site get there by using a search engine. They will type in two or three words that describe what they’re looking for, scan the resulting list generated and pick one that seems relevant until they get the answer or product they need.  This is where target key words are utilized. Key words are what enable people to find your site; choosing the right key words for your site will ensure the right people find you. 
With this in mind, identifying your target audience is the first step in creating relevant key words and phrases. Again, this is not dissimilar to targeting television advertisements.  Consider location when you are developing your target market.  For example, if you own a used car dealership in Hayward, California, any traffic you get from outside a very specific area is virtually useless to you. Similarly, if you operate an online business that does not ship outside the USA, generating traffic from other countries will not help you make sales. By adding key words that are specific to your location as well as your product, you will better hone into your target audience, improve your rankings, and achieve a better conversion rate, which will help increase your site’s page ranking, in turn. 
Keyword competition should also be taken into consideration when developing a site’s key word list.  Going back to the used car dealership example, let’s say a potential customer types in the word “cars” into a search engine. They’ll never find what they need, because it’s far too general—generating around 500,000,000 different sites to choose from. Typing in “used cars” generates almost 70,000,000.  That’s still too many to deal with effectively. Using “used cars Hayward” generates almost 900,000 hits, and narrowing the focus even further by using the zip code rather than the city name reduces it to less than 25,000. 
Choosing key words for your web site works the same way. If your key words are too general, your target audience will never find your site, because the search terms generate so many web sites that it is impossible to look through them all. However, if you go too far in the opposite direction and use too many key words, or key words which are too specific, you risk losing business as well. The best key word phrases are no more than three words in length. 
So how do you choose the right key words? The first step is brainstorming with colleagues, friends or an SEO professional, to come up with a list of 20 or more appropriate key words.  The Google Keyword Tool is an excellent place to research key words. By entering key words into this tool it will give you an idea of the popularity of certain words and offers you alternative key words and phrases.
Once you have a good list of terms, you may want to refine it to call out the strongest terms that have the best potential for sales or traffic conversion. There are several good online research tools available, which can help you decide which words will be most effective for you. Some good examples are WordTracker and Keyword Discovery.  These sites may charge a fee for using their database.  After reviewing the terms, eliminate the key words that rank poorly or are very unpopular, then prioritize the remaining terms according to search popularity. These terms will become the keywords you will want to focus your initial SEO campaign on. 
Always remember that when it comes to key words, you are focusing on optimizing your traffic rather than maximizing it.  Setting up the right keyword list for optimization is the cornerstone to a successful web site. 
~Ben Anton, 2007

Banner Network: Get a Reach to Your Target Audience

admin    Banner Web Advertising     audience, Banner, Network, Reach, Target

The advertisers try reaching their target audience through various media. It is an evident fact that advertisement and promotions increases the sales of the business organization. It is the vast user base of the Internet that offers opportunities to the advertisers. This user base is a lucrative group of target audience for the advertisers. With banner network becoming popular among the advertisers, the advertising has found a new avenue.

Now, an advertiser does not need to think twice for choosing a feasible media for advertising. The strength of a banner network enables the advertisers to reach their target audience at their own discretion. Suppose, an advertiser needs to approach the audience by a particular day, time, income group, demography and location etc, then it can be done with Internet advertising. The use of network and targeting techniques has made it possible to draw relevant users to view your ads. Nonetheless, it is only done by proficient advertising agencies.

It is the expertise of the agencies that make banner network work for your business. The agencies lay emphasis over designing quality ads to attract the audience. This is useful in maintaining an advertisement campaign, in a perfect shape. The network works through a group of publishers that belong to various verticals. The diversity itself suggests that there is a wide scope for each group of advertisers. This system provides the users an access to information about the products and services they need.

The advertisers get a reach to selective audience from which they wish to attain response. The response can also be in form of leads that contribute to the sales process. The banner network allows the advertisers to publish the ads across relevant ad spaces that are expected to achieve response. When it comes to the role of agencies, they make efforts to provide maximum out of the advertising network. It means more span of advertising, more responses and more returns on ad spends.

Target your Market With Specialized Pay-per-click Search Engines

admin    Pay Per Click Web Advertising     Engines, Market, Payperclick, Search, Specialized, Target

The first thing that you need to do if you are thinking of using pay-per-click search engines to target your market is to find out what your potential customers want. If you have a product or service and information for people who want to start a business, or those people who want to work from home, then pay-per-click is a cost effective way of targeting your market.
With pay-per-click advertising you choose certain words and phrases that you think people might use if they were searching for your product or service. You choose the amount that you are willing to pay every time someone clicks on the search engine results that lead them to your web site.
With pay-per-click, you bid on search engine placements. Before you can do this, however, you need to research the pay-per-click search engines and then pick one to try out. Bring out your keywords and phrases so that you can see what the top search engine advertisers are paying for them. If, for example, you see six advertiser links, each with a currency value next to it, and the sixth link from the top lists 0.08 cents, then that is what that advertiser is paying for the sixth search engine placement.
One thing you need to know about the Internet is that 99 percent of the traffic goes to web sites that have the top 10 listings in search engine rankings. It is these web sites that make most of the profit. The more money that you’re prepared to pay per click determines how high your web site is placed for your specifically targeted keywords.
Pay-per-click is one of the best ways of making your web site visible to the greatest number of people. This means that visitors will be more likely to click on your web site meaning that you have more potential customers. However, you should be sure of your cash flow before embarking on a pay-per-click campaign because if you don’t have the right keywords it can prove to be very expensive.
In order for your web site to be accepted by a search engine it has to conform to certain standards. You need to make sure that your web site is family friendly and works properly (i.e. doesn’t have broken links or will not be accepted according to the search engine’s criteria). Once accepted, you have to decide what sort of advertisements you want to display your keywords and phrases and how much you are prepared to pay per click your advertisements will then start showing on web sites.
This is the beginning of promoting your business or service through pay-per-click advertising. The money that you pay each time a visitor clicks on your ad is then divided between the search engine company and the web site on which your advertisement is shown.
The real benefit of this is that you don’t pay for the ads being shown, only if they are clicked on. What this means is that you get targeted traffic to your web site. If you get it right, this is one of the most cost effective ways of targeting your market.
You need to make sure that, before you settle on a pay-per-click search engine, you have done your research. There are hundreds of such engines out there to choose from. Some of them are designated to particular products and businesses and you might want to consider using one of those.
One last thing: Many of the search engines offer special deals if you are just starting out and you can begin your pay-per-click campaign with as little as $10 or $20. It might be the best investment you ever make.

7 Strategies to Finding Your Target Market on Twitter

admin    Twitter Users     Finding, Market, Strategies, Target, Twitter

Copyright (c) 2009 OnlineBizU.com

Social networking using Twitter seems to be the most popular way to connect today, from celebrity Ashton Kutcher’s challenge to Oprah to reach one million friends first (Ashton won) to a U.S. State Department official contacting the co-founder of Twitter to delay upgrading the Twitter system so as not to interrupt election dialogue in Iran. More and more news agencies are using Twitter to keep their audience up-to-date, and local businesses are also jumping on the Twitter bandwagon as an immediate way to connect with their customers, as well.

How can you make the best use of Twitter in your business? It all starts with having followers in your target market. No doubt you’ve been inundated with email offers of things like “10,000 Twitter followers in 60 seconds for only $19.95!” Trust me — 1000 followers that are members of your target market are much more useful to the growth of your business via social networking than 10,000 followers that come from anywhere.

How do you find members of your target market on Twitter? Here are my top 7 strategies:

1. Add people you know in your industry. Twitter permits people to use fictitious names or business names as their Twitter identity, rather than their given name. So, it may be difficult at times to find the person you’re seeking, especially if she goes by “ShoeDiva” on Twitter and you know her as Miranda Smith. Try Twitter Search, http://search.twitter.com or Advanced Search, http://search.twitter.com/advanced to help you in your quest.

2. Find others with the same interests or serving the same target market. The online yellow pages of Twitter users, Twellow.com, permits users to list themselves by industry and interests. If your business isn’t currently listed on Twellow, take a few minutes to do that right away.

3. Follow those in the same geographic region. If marketing to your local area is an important part of your business, find local members of your target market by using Twellowhood.com or TwitterLocal.com and find the top movers and shakers in your region, as well as some members of your target market. If you want to meet fellow Tweeps face-to-face, search local Tweetups at TwtVite,com, or create your own gathering.

4. Get relevant recommendations. The free service, MrTweet.com, will provide you with info on recommended people to follow based on your current Twitter profile. You do have to follow MrTweet in order to participate. Once you’re logged in, you can see your recommendations, along with how these recommendations are connected to your list of followers. You can evaluate your recommendations, and MrTweet will make changes in your recommended list accordingly.

5. Follow those who follow you. It’s considered good Twitter etiquette to follow those people who’ve chosen to follow you. And, to prevent being labeled a Twitter snob, ideally you should be following more people than are following you. I have automated my ability to follow my followers by using a free version of TweetLater.com.

6. Look for keywords. Another way to find relevant followers is to keep track of people mentioning certain keywords in their Tweets. I do that through the free version of TweetLater.com. I use this same service to keep track of any mentions of me or my company on Twitter in the very same way I use Google Alerts.

7. Find groups. Twibes.com permits you to find groups by industry and interest and join them and/or see the members of each group. And, if you so inclined, you can create your own Twitter group, as well.

Remember, finding your target market is just the beginning. Once you’ve found them, you need to begin to build relationships with them. This means paying attention to what they say so that you can respond when appropriate either with a direct message (DM) or an @ reply that is public or retweeting (RT) their message to your followers when you feel someone has great info that would be useful to those who follow you. Take 10-15 minutes per day to keep yourself informed about what’s happening with your Tweeps and watch your business grow!

Hit Your Target When Advertising Your Business Online

admin    Targeted Web Advertising     Advertising, Business, Online, Target

 

Advertising is the lifeblood of any home or web based business making it imperative to fully understand all the options that are available. There are a number of effective online advertising options, however, I believe that there are two main categories of advertising; Direct Marketing methods and methods aimed at creating Credibility & Branding.  Many novice Internet marketers have historically put all their eggs in the direct marketing basket.  This ideology was actually more of the norm 5 years ago among many successful marketers, however, the landscape has changed dramatically to the point where it is becoming far more difficult to reach your business advertising goals if your advertising strategy does not include increasing your credibility and branding through marketing who you are.  Gone are the days when Internet marketing was a bland impersonal business transaction.  Your potential customers are ones that want to believe in what you are marketing and increasingly, believe in the one doing the marketing.Category 1: Direct Marketing

 

1. Pay-Per-Click Advertising This is the most common “go-to” form of advertising.  Pay per click advertising is simply paying for specifically targeted traffic that clicks on your ad that brings them to your site. The analytics offered enable you to monitor and control these advertising programs very closely, as well as, tweak your ad copy and key words that you are using. This can be a very expensive option, but it doesn’t have to be if planned carefully and monitored frequently.  Google Adwords, Yahoo and MSN are the big three.  Watch for new developments in the next 12-18 months in advertising with the Yahoo – Microsoft deal which will combine the #2 & 3 ranked search engines to position them to rival Google’s search traffic.

2. Text Links This is a simple way to draw traffic to your site that is overlooked by many. It is also one of the least expensive. You can often buy text links pretty inexpensively.  The link will not only promote the specific site or page you choose but also connect it with the specific key words which are most applicable to your business or demographic you are looking to attract. Text links also give you a double pay-ff since you can attract immediate traffic from the host site, as well as, achieve better search engine ranking which will further increase traffic. 

 

3. Ezine Advertising Ezine advertising is one of the best ways to reach your future customers because it is typically inexpensive.  It offers you the option to match the ezine audience with your product and ad. It includes an added benefit in not only your initial ad but also longevity in the ezine archives. 4. Email Marketing Even though there has been a concerted effort to stop spam it is a fact that email advertising is still successful.  You can still use email marketing as a way to reach out and touch your customers and your future customers provided it is not seen as spam.  Be very careful to not cross that line since we are talking about your business reputation which is paramount.You just need to make sure that no one receives mail except the people who ask for it. People are still willing to sign up for mailing lists–especially if you have something to offer them in return for sharing their email address. You can sponsor a contest; give away an ebook, or tutorial; or offer a discount and you will have people sign up willingly.  If you don’t abuse the mailing list you will have the opportunity to reach them repetitively, which is the advantage.   5. Banner Ads Through 2004, banner ads had gone through a period where it gained a bad reputation. In part because of the proliferation of banner farms that swung a striking blow to the banner swap programs (or at least made them completely ineffective). Most of us have memories of those hideous annoying banners flashing across the top of so many web sites. Banners have come along way since then and a nicely designed banner can be a real asset to any advertising campaign. You don’t have to use one of those giant banners that span the width of the screen. You can use smaller simple ads that can fit easily into the side of the screen or special box on an applicable web site and will work more effectively. It is important that you carefully consider the types of sites you will choose for displaying your banner. (i.e.: A site about web development for your hosting service ad or a site about healthy living for your health supplement site.)  Many text link and pay per click advertising vendors offer banner ads. Similarly many publishers of ezines and newsletters sell space on their sites as well.

 

 

The next six advertising methods are all either free or very inexpensive, but they do take patience because they require a sacrifice of the time and effort to convey the information effectively.  The benefits, however, far out weigh the sacrifices because you are providing something of value — your knowledge and expertise.  Remember, in most cases your potential customers are ones that want to believe in what you are marketing and increasingly, believe in the one doing the marketing. The goal is to establish yourself as trusted resource in the marketplace with the ultimate goal of being seen as an expert in your field.  It’s sounds daunting but it is far easier than it sounds.  It starts with educating yourself on certain topics applicable to your customers and writing and summarizing what you’ve learned. Below are marketing methods where you can apply the written fruits of your labor.  This will not only provide increased traffic but also great credibility, and it will increase the effectiveness of your advertising.    

6. Start a Blog and RSS Feed While publishing a newsletter or ezine isn’t that difficult it is much easier to create a blog and make its content available via RSS feed. This can offer you the benefits of regularly updated material for your web site, which will be attractive to visitors and search engines alike.  It will also send articles to other blogs and users when posted so that you can increase your site visits as well.  You can register your domain name and host your own site, or there are many free blogging sites around where you can create a blog that is hosted on their site. I personally like using Squidoo and WordPress, but many web hosts now offer blogging services.

7. Create a Newsletter By creating your own newsletter or ezine it offers you all the advantages of ezine advertising and email marketing discussed in the first section.

8. Write your Own Articles You can take the material you have generated for your newsletter or blogs and release them as articles. Upload these on as many free content directories as you find available on the web. This not only helps to establish your credibility but the contact info you provide in your resource box (which will run every time someone else publishes your material) will bring in both direct traffic, as well as, search engine attention. 

9. Create an Ebook Once you have enough material generated from your newsletter and blog then you can combine it into a convenient Ebook and give it away. Make sure to capture names and email addresses so that they can be added to your email marketing list. 10. Post in Forums If you have the time you should start your own forum, but even if you only have a few minutes a week to spare for this effort it can be well worth the effort. Remember that this is all about credibility, so don’t offer blatant spam posts but find a forum where you have something to offer. Make sure that you include an applicable URL and description for your forum signature, and you will attract the double benefit of both traffic and search engine results.

11. Social Networking Sites

 

Sites like: LinkedIn, FaceBook, MySpace etc have become increasingly effective at gaining credibility.  In the last three years these sites have totally changed the advertising landscape and added a new dimension that is now considered a “must have” in any campaign. 

 

ConclusionA successful advertising campaign cannot embrace one single method of advertising and at the same time, not every method works for every business model. Advertising cannot be seen as a one-size-fits all proposition. You need to establish your goals, assess your business needs and create an optimal combination of methods.  It is important to make sure to track your results—evaluate the measurable data and alter your strategy accordingly to optimize your advertising effectiveness.

Wriiten By:R. Patrick DaughertyThe Biz Coach

For more information on Patrick feel free to visit:

http://www.linkedin.com/in/patrickdaugherty

http://www.squidoo.com/patrickdaugherty

http://learn2earnitnow.com/?site=myownlearn2earn

 

Target Online Advertising

admin    Targeted Web Advertising     Advertising, Online, Target

Small business owners are constantly looking for ways to improve their marketing efforts. One way to save money on your marketing campaigns and improve results is by targeting your efforts.As the name suggests, targeting your ads means sending them only to people who are interested in your product or service. These people are far more likely to make a purchase, meaning you get a better return on your ad dollar. But how do you reach these people?Start looking at sites that cater to people who are already interested in your offerings. You can purchase display ads (banner or button advertisements) on these sites, or you may be able to purchase cost-per-click (CPC) advertising.Bear in mind that targeted CPC advertising will cost much more than just general CPC ads. Essentially, you are paying more to reach a “qualified” audience. But even though targeted CPC ads cost incrementally more, you can still come out ahead, as targeted ads almost always result in more sales than untargeted ads.E-newsletters are another great way to reach your target audience, cheaply and effectively. There are thousands of e-newsletters around on just about every topic you can think of. And newsletter advertising can be cheap — sometimes less than $50.But before you write a check, make sure you know how many subscribers the newsletter has, what the open and click-through rates are, and how your results will be tracked.ZearchSD is a leading web-based company that offers businesses an innovative approach to online advertising.Our company has created San Diego’s first city guide portal which will allow businesses an interactive internet marketing avenue. Our company is fully aware of today’s leading technology and of people’s intrigue in the visually pleasing. This is why our company offers customers the ability to interact with their search to have a better vision of what they are looking for.

The Best SEO to Target Globally and Locally

admin    Local Web Advertising     Best, Globally, Locally, Target

 

The Big Three Search Engines: GYM

Talking about search engines, there is an interesting aphorism that says like fitness freaks go to the gym to keep themselves healthy, it is essential for Web business owners and marketers need to visit GYM – Google (G), Yahoo! (Y) and MSN (M) – to ensure that their businesses are on the right track and flourish. While there are several search engines on the Internet, Google, Yahoo! and MSN are arguably among the best and handle over 90 per cent of all Web searches across the globe, especially in Australia.

Market Share: Global & Australia

A study conducted by Macquarie IT, an international search analyst, as many as 97 per cent of the Internet users employ these three major search engines while looking for something on the World Wide Web. Dissecting the global market share of these three search engines, the critique reports that while Google leads with 65 per cent, Yahoo!7 commands 17 per cent and NineMSN stands third with 15 per cent. Another report by Hitwise in Australia says that Google alone commands over 90 per cent of the search engine market share!

The primary objective of any search engine is to make the most pertinent results available to searchers on the Internet. It is interesting to note that all the search engines closely guard their modus operandi as well as the algorithms and modify them periodically with new techniques and trends. On the other hand, the SEO experts continually research the functioning of these search engines and try different permutations and combinations to unearth the search engines’ secrets and keep them abreast with the latest changes.

To achieve the best results, Web business owners and marketers need to have healthier and accepted search page results on all search engines. Each search engine has different algorithms, systems and configuration and hence, to achieve effective results, the search engine marketers need to keep in view how the spiders of different search engine function while planning their online marketing policies. It is important that the marketers are able to successfully influence the dissimilarities and similarities of the different search engines.

Key Divergences in GYM

Google Algorithm: Google’s algorithms (set of rules for computerised calculation to decide the rank of a Web page) are inimitable and are effective when its spiders examine any Web page. Among several other things, these spiders generally give importance to a website’s age, theme, and link value as well as keyword density on the Web pages. In fact, Google also fines the websites for copying content and keyword spamming.

In order to achieve continuous healthy results, it is important that the search engine marketers follow the parameters laid down by the Google webmasters as one must remember that its spiders are more intelligent and skilled than you can be or think of. At the same time, you need to keep in mind that the Google search engine is used by serious, advanced as well as wealthy Internet surfers.

Google’s pay per click (PPC) ad programme is known as AdWords and it offers the users to spell out the utmost price for each click they wish to shell out for each keyword enabling them to work out a financial plan every day. The value and Ad scores of a website is important while advertising through Google as the search engine permits a lesser charge per click to advertisers having superior quality and Ad scores.

Yahoo!7 Algorithm: Although a major search engine, Yahoo!7 is debatably much inferior to Google, but is accorded weight when it comes to uncommon topic links in websites. Incidentally, in case of Google, such strategies would earn a negative page rank. Yahoo!7, however, offers a paid inclusion programme to new websites as the marketers can put in or optimise the information collected by them in exchange of a fixed cost for every click. In fact, new websites may incorporate this system to make their website ranking to seem to be normal.

Yahoo! is rich in content and hence, they are likely to give more weight to e-commerce news apart from content-based websites and it is identified as a fine search engine for keywords such as ‘how to’. Yahoo!7, however, does not attach much importance to the age of a website and that’s why it is a good place for newer sites to obtain enhanced results and flourish. It may be noted here that Yahoo!7 is more popular among the elder folks and in the shopping types.

When it comes to the PPC programme, Yahoo!7 exploits the Yahoo Search Marketing that facilitates the users to spell out their daily spending as well as the highest price for each click. However, the Yahoo Search Marketing too evaluates a website’s click through value while ranking an Ad.

NineMSN Algorithm: Compared to Google and Yahoo!7, NineMSN is a newer search engine marketing vehicle and is called Live.com. In Australia is it christened as Live.com.au. Incidentally, this search engine has its own pros and cons. While it seems to give importance to content on a Web page and business websites, it also appears to have immense problems in deciding on the genuineness of a website’s links. Interestingly, it has been seen that new sites that are yet to get a page rank either in Google or Yahoo!, have hastily attained high page ranks in MSN, despite the fact that the search engine modifies it algorithms fast enough.

While MSN reportedly responds to search engine queries better than Yahoo!7, it accords more importance to a Web page tile and its content. As mentioned earlier, MSN does not appear to give much importance to the age of a website. Nevertheless, aged persons as well as experienced users give preference to NineMSN owing to its searches in the shopping arena. Here it is important to note that in Australia, NineMSN PPC programme is still not independent and presently uses the services of Yahoo! Search Marketing.

Summing Up:

Having established that GoogleAustralia is far ahead of its competitors in the search engine market, it may be noted that the search engine’s catalogue on the search pages is as a rule rigorous. Hence, it is advisable to adhere to their varying algorithms since they also ensure a higher page rank in other search engines. In fact, all the three top search engines illustrate native Australian content Web pages for explicit enquiries. Therefore, it would be an intelligent move to include native content for advanced Australia-specific searches on the Internet.

For instance, restaurant websites may include their locations, like Melbourne, Sidney etc for more effective results.

Here is a word of advice. The Web marketers should utilise the Google Australia analytics service that is available free of cost to trail their traffic leaning and, if required, change their content and location according to the requirements of the Web audience. We, at Macquarie IT, continuously track the varying procedures of these search engine spiders. Therefore, we are better positioned to examine your business version, demographics, give importance to your business ambitions and help you to attain higher ROI on your Web business by effectively resolving the Web traffic trends. We ensure that you achieve much more from your Web advertising dollars.