Who’s Searching Where and Why Does It Matter?

Once upon a time, shortly after dinosaurs ruled the earth but before Google became a verb, there were a million and one different search engines vying for the attention of a relatively small pool of Internet users.

Time passed. We all got up to speed on the making fire and using simple tools stuff and started gravitating toward Google. HotBot became a distant memory. That search engine with the red spider mascot whose name I can’t remember drifted into history’s mist. Everyone gathered round the Big G and the battle for search engine supremacy was nothing more than a legend that kids wouldn’t believe.

Well, not quite everyone went to Google. And a few stragglers kept fighting G out on the hinterlands.

So, if we’re going to be completely honest about things we shouldn’t pretend like Google is the only search engine that matters. Sure, they dominate the race. But the overall volume of Internet users is growing so quickly that even those engines that only claim a slim piece of the pie can be important.

ComScore recently released its February, 2009 search engine rankings. Obviously, Google was on top, getting 63% of the action. Yahoo came in at slightly over 20%. Microsoft was at 8.2%. Ask.com and AOL both snagged around 4%.

What does this really mean, though? Well, the big lesson to be learned is that about 4 out of every 10 searches aren’t coming from Google. That’s a sizable chunk. And we all know that most SEOs focus almost exclusively at pleasing Google. That leaves around 40% of all search engine action in a slightly less competitive state. We also know that if you’re not ranking way up there in the Google SERPs, it probably isn’t doing you all that much good.

Consider these hypothetical question for a moment. Would you rather be on Page 4 for your keyword at Google or Page 1 at Yahoo? Would you rather be on Page 5 at Yahoo or the overall top spot on Ask.com?

It seems as though it might make sense to start investigating ways to climb the charts on some of those secondary engines. Obviously, what’s good for G is probably good for the others, but each has interesting wrinkles and predilections. Those are probably worth exploring.

SEO for Search Engines other than Google? Going After Smaller Fish Makes Sense.

Most discussions of search engine optimization focus on ranking highly for Google searches.  There’s a good reason for that.  Google is the big fish in the search engine pond.  You can add up all of the searches done through all other searches engines and that total wouldn’t even come close to the level of action Google gets.  As of October, Google claimed over 70% of total search activity.

So, should any webmaster really develop an interest or strategy for SEO that’s focused on anything other than improving Google performance?

Surprisingly, the answer is “yes”.  And there are a few good reasons why it makes sense to go after better SERPs at “secondary” search engines like Yahoo.

First, improving SEO for Google isn’t mutually exclusive with efforts designed to improve standings at Yahoo, MSN or other search engines.  The things you do to improve your standing at Yahoo aren’t going to hurt you on Google.  In fact, they’re probably going to help you with the Big G, too.  

Second, Google still isn’t the place for nearly 30% of all searches.  Focusing on a search engine like Yahoo, which gets only around 17% of all searches while being the closest thing to a Google rival might seem like a waste of time until you wrap your brain around just how many searches are still taking place there.  Sure, Google’s numbers dwarf those of Yahoo, but we’re still talking about huge numbers.

Third, so many serious webmasters are focused almost wholly on Google SEO.  That may create opportunities to move up in the ranks at other engines in a less competitive environment.  The return on investment for your SEO efforts can actually be higher when you’re trying to move up the ladder at Yahoo simply because the level of work involved to do so is slight relative to that necessary to “dominate” Google.

The differences between Google SEO and SEO for other engines aren’t that extensive.  What works for one will generally help for all.  However, search engine optimization planning that’s organized particularly for the “lesser” engines can make a big difference in a short period.

There’s nothing wrong with trying to catch a record-breaking fish.  However, it’s sometimes tough to land that trophy catch.  In those circumstances, the happiest fishermen (and fisherwomen) are those who’ve secured enough smaller fish to guarantee a supper.

PPC Beyond Google… Adwords isn’t the Only Option

When someone discusses pay-per-click advertising, they’re usually talking about using Google’s Adwords program. Adwords is the biggest player in the PPC world and it it’s potential power is so great that most people focus their attention upon it.

Google, however, isn’t the only company involved in PPC advertising. It may be the biggest. You can even argue that it’s the best. But it isn’t alone. There is PPC beyond Google and you might want to explore creating a foothold with some other options.

Why? If Google is the biggest and the baddest, why would someone want to mess around with Yahoo or MSN? If Google is the center of attention, why spend time building a campaign for Mirago or Yell? There are actually a few good reasons to consider branching out beyond the confines of Adwords.

First, the options that don’t receive as much action are often not as competitive. Some niches are surprisingly under-represented on alternative PPC networks. That can create some strong value opportunities for smart advertisers. That click that costs you $5 via Adwords might be available for $2 on a competing network.

Second, you may be able to reach a different audience with different networks. In some cases, that can work to your advantage. Yahoo and MSN users, for example, profile out differently, on average, than Google users. This is your chance to reach the people who aren’t Googling their searches and, in some niches, the user demographics for alternate networks are a much better fit than is Google’s.

Third, developing alternate advertising venues provides some degree of insurance in case of problems. What would happen to your PPC plan if you experienced problems accessing your Google or Adwords accounts for a few days? What would you do if a new “bully” moved into your PPC “neighborhood” and you didn’t have the resources to fight back in an economically viable manner? You can avoid the sting associated with a variety of problems if you have back-up, or secondary, plans in place.

There is PPC beyond Google. Consider making it part of your overall plan.