Search Engine Alliances Show Path to Success

Right about now you're probably thinking: For which search engines do I optimize my site, and on which do I advertise? Here's where it gets messy. Each search engine can show results from its own database, as well as pull results from other search engines.

Figures 1.3 and 1.4 show a search for "used cars " on the AOL.com search engine. Not all of those links you see on the page come from AOL. Some do. At the time of this publication, the "Recommended Sites" have been selected by AOL editors. Or, it may be the official web site of a trademark name that has been searched. The "Sponsored Links" are listings of companies that have purchased Google's AdWords listings. Finally, "Matching Sites" are the web site pages that have been optimized and are appearing in top rankings under Google's listing of main search results (the ones without the "Sponsored Link" heading). (AOL provides a breakdown of its search results at http://search.aol.com/aolcom/about.jsp.)

Figure 1.3. A search for "used cars" on AOL.com brings up many types of web site results.

Figure 1.4. Some results are pulled from the databases of other search engines.

Important

What are sponsored links or sponsored listings? They're paid advertisements.

AOL's results can also come from AOL's Yellow Pages. And before it formed a content relationship with Google, AOL had previously included results from yet another search engine, Inktomi. Confused yet? It's okay. You'll soon see a chart that shows the relationships among the search engines.

Before we get to the relationships, let's look at the search engines with the largest audience reach (see Figure 1.5). Popular ones boast a lot of traffic; it's a good idea to get your ad in front of a decent number of eyeballs. But hold on! This chart is a little misleading. Remember that search engines provide listing results to each other. For example, top Overture advertisers will also appear on Yahoo! and MSN, the top two mentioned here. So, you need to understand a bit more about the relationships among them to determine "who feeds whom?"

Figure 1.5. Who's the most popular search engine of all? Here's who has the largest audience reach.

Figure 1.6 shows a handy relationship chart, updated constantly by Bruce Clay, owner of a search engine optimization agency. You'll see which major U.S. players to consider for your advertising efforts. Bookmark www.bruceclay.com and download the updated chart periodically. Click the links within the chart to read more information about the search engine relationships, and to find links to the engines' inclusion or paid placement programs.

Figure 1.6. Monitor U.S. search engine relationship changes by bookmarking sites like www.bruceclay.com.