Marketing Local Business Online - What Is A Search Engine?
Why do Search Engines matter to you and your Local Business
? Marketing local business online depends on being found in online media. Unless your market already knows where you are, they must search for you. Today, the most popular tool with which to search the Internet are Search Engines.
Seth Godin laid the groundwork for Inbound Marketing this way: "Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them."
Marketing Local Business online demands a rigorous understanding of how best to be found when people search the Internet for what you offer. To best understand HOW people search for what you offer, it is necessary to understand the tools they are using. As I write this, Web Search Engines stand head-and-shoulders above other search tools; and Google dominates all with more than 80% market share.
Before we can understand Search Engine Marketing (SEM,) we must have a working relationship with Search Engine mechanics. Effective Search Engine Optimization (SEO) is predicated on creating content that people want to find in a way that the Search Engines will notice and catalog and make readily findable by those hungry seekers.
What is a Search Engine?
A search engine is a tool used to find interesting information in a database. In recent times, such search tools are computerized. In its simplest form, the electronic card catalog at your public library is a search engine. Although it is a general class of computer programs, the term is often used to specifically describe systems like Google, Yahoo! and Bing that enable users to search online media, the World Wide Web and Usenet newsgroups.
What is a Web Search Engine?
A Web Search Engine is designed to search for information on the World Wide Web. They work by storing information from billions of web pages, which they gather from the web page code. Web page contents are gathered by a Web crawler, or spider -- an automated Web browser that reads every line of code in every web page, and follows every link on each page. Contents of each page are analyzed to determine how to index it for later retrieval. The index allows information to be found quickly.
Three essential features of Search Engines are:
* crawling,
* indexing, and
* searching.
Search Engines evolved from Internet Directories
* Archie [1990], the word "archive" without the "v," was the first tool searching the Internet. Archie downloaded directory listings, not contents, of all files located on public FTP sites.
* Gopher [1991] combined document hierarchies with collections of services and gateways to other information systems.
* W3Catalog [1993] was the first primitive Search Engine, periodically mirroring many specialized catalogs.
* World Wide Web Wanderer [1993] was the first web robot and it generated 'Wandex,' an index of web sites.
* Aliweb [1993] was manually notified by web site administrators of an index file at each site.
* JumpStation [1993] used a web robot to find and index web pages, and used a web form interface as its query program.
* WebCrawler [1994] allowed users to search for any word in any web page, which is now the standard.
* Lycos [1994] was one of the first Search Engines with a for-profit business model, followed closely by: Magellan, Excite, Infoseek, Inktomi, Northern Light and AltaVista.* Yahoo! [1994] founders David Filo and Jerry Yang, Ph.D. candidates at Stanford University, started their guide as a way to track their personal interests on the Internet.* Google [1996] began as a research project by Larry Page and Sergey Brin, at Stanford working on the Stanford Digital Library Project (SDLP). Google's first funding was secured in August 1998 in the form of a $100,000 USD contribution given to a corporation which did not yet exist.* Microsoft [2004] began a transition to its own search technology, powered by its own MSN web crawler. Microsoft rebranded its search engine: Bing and launched it on June 1, 2009.* On July 29, 2009, Yahoo! and Microsoft merged technologies: Yahoo! Search would be powered by Microsoft Bing technology.Understanding the evolution of Search Engines is critical to marketing your local business online. Do you want to be found online? Be found where your customers are looking for you.by: Mike Schleif
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