Universal searches are the latest trend followed by all search engines. Universal searches includes a search query giving out search results that includes images ,videos ,blogs, news articles and many other multimedia types.
Started by Google in May 2007, the search features are getting updated every month. Google has the feature like so called invisible tabs that searches for such multimedia in the websites. Not only Google other search engines like Yahoo, MSN, and Ask are also emphasizing on having universal searches with all features integrated to their search engines. Yahoo Shortcuts have integrated with Yahoo channel information, video, music, user rating and many other features to get updated. Ask is also concentrating on integrating such features to its search results.
Advantages of Universal searches:
* Integration of images, blogs, news, locals, finance and videos in news results or movies in results are entertaining and beneficial for the users
* Search for a keyword not only provides the text for information but also the images related to it.
The search engines are upgrading the facilities in their search results to get more and more visually interpretative results. But we can fine a few disadvantages of universal searches in our results:
* For example in case we search for name of a person that has many words relating to a place ,the search result will give you the information related to the person and also the maps of place in the name of the person.
* Many times we are not interested in getting the video results and want straightforward textual information, also it can happen that we don’t want heavy images in our searches due to bandwidth problem, and then the results are of no use and sometimes also disturbing.
* Also the universal searches have many videos and images that search engines can sometimes misinterpret and the ranking can be affected in that case.
The trends to upgrade the visuals are being worked out by major search engines like Yahoo, Google, and the new features into Yahoo! Searches are one of its examples of improvement towards universal searches.
The next trends will be of integrating videos to search results and to get less dependent on textual information in searches. For ranking videos Page Rank and inbound links are not given much importance by Google in fact it has been working towards getting a combination of phrases, views, comments and social messages on the video to influence the ranking of the images and videos.
According to study the SEM is greatly affected by the social networking and study by a mobile media authority M: Metrics shows that there are around 12.3 million American and European mobile users who access social networking sites through their mobile phones. Social networking helps your site to gain a high Page Rank in Google and also get into Search Engine Result Pages or SERPs used in most of the search engines. It also helps you get inbound links to your site .There are many social networking sites designed to boost your marketing for getting a higher ranking in search engines. There has been much emphasis on using social networking for enhancing results in search engines.
A mobile is becoming a more important tool for social networking. According to a report on social networking there are many social networking sites like Wikipedia, del.icio.us and MySpace etc out of which the mobile users are using MySpace and Facebook for social networking. Other than the two sites the YouTube and Bebo is also being used by the mobile users in the United States and the United Kingdom.
Many other countries are also actively involved in social networking like Italy, Spain, Germany and France. The trend of mobile user’s social networking on internet sites has been increasing day by day. In US and UK MySpace is a favored social networking website but for other regions and countries MSN is said to the most favored social networking website.
One trend that was prominent in the research on mobile users is that the current generation young users and many below eighteen years of age are the active participants in the social networking that are accessing the website almost everyday. The mobile social networking market has been catching up with those in age group of 18-24 in US and UK, and in France, Germany, Italy and Spain, the ages are 13 to17-years.
These social networking sites are of much benefit to the website owners, as in according to the results of study the reviews send by users are much read by the website owners, shoppers ,companies and strategies of the website owners are based on the reviews sent by users in the social networking websites. Study say 77% of online shoppers read customer product review and ratings and 28% of internet users have tagged photos, news or blog posts. The results also say that those sending feedbacks on forums and blogs tend to buy a lot online.
So overall effect of money flow on internet are much effected by social marketing and since mobile is being used by many for social marketing on internet, mobile also has acquired much importance in social networking and search engine marketing.
Multilingual SEO is to translate your website in many languages to make is available to maximum customers. The benefit of internet and SEO practices should reach all people of the world. The world consist majority of people who do not know English language. According to a report 63% of the population is non-English speaking and so they are not using English for their business.
Many website you must have visited are made in local languages be it of hotels, retail, businesses etc .That is done to make the local people informed about the availability of the business. Those who are non-English speaking shouldn’t miss the information on website that is available only in English. All these problems faced by web users are solved by the Multilingual SEO. The SEO services will be for any language English, French, Spanish, German and many other languages. There have been doubts on the effect of ranking of a website if made in other languages. But according to all the major search engines the same rules are followed for getting the results be it in any language.
The search in non English languages is performed by search engines by first collecting the search terms and getting the proper analysis of permutations and combinations of how the search terms will be used. Many terms are merger of many words and many times the language search may involve words, synonym and other grammatical syntaxes, so optimizing becomes a tough job. The search for non-English pages becomes difficult as the number of directories and article banks are less for a local language.
Methods of SEO like link building can be used to optimize a non English webpage. There are many benefits of using an effective Multilanguage SEO method.
* Local People who are non-English get to know your website that helps your business in your area
* Across your country your website will be reached by all English and non English people helping you enhance your business prospect outside your country.
* It will help you to target customer location wise and territory wise and be prepared for different kinds of customers.
As Yahoo! Locals has been introduced to reach the local customer the same way multilingual SEO can benefit a business by reaching to local customers in their languages.
Yahoo! Locals are one of the great steps by Yahoo to get more from its registered customer base. There are many benefits of Yahoo! Locals to the users and also to Yahoo itself. Yahoo will be benefited through gaining popularity in its customer due to the following reasons:
* The local web portal of Yahoo is far better and has greater impact than Google website.
* Many sectors like, for real estates, locations, medicines, child care, schools and restaurants, you can get the best answers from those who are experienced or are dealing in such fields and are present in your locations. If you have familiarity in these areas then your knowledge can be used by others. This will attract the local users to Yahoo Locals.
* You can track new business in your area through Yahoo! Local..
* Yahoo! Directory is also selling point with this information having third party data providers as well.
Yahoo may also offer the enhanced local search results. The results will be based on the multiple resources from the customer base and provide customers with branded results without leaving the context of search result. Google is a leader in, number of people searching the results on the website, but the registered users are more in Yahoo. Local users will have greater opportunity to interact through the Yahoo local.
The features integrated to Yahoo! Locals are a number of new and exciting elements. All information presented to the user will deliver a higher quality experience. The sections will include Commenting on User Reviews, Weekender, More Local Buzz, Best Local Events, Most Popular, and My Local Improvements. The new feature will include three tabs showing the City guide tab, My locals tab and a Directory tab.
Yahoo’s new Yahoo local has many features as given below integrated to facilitate users searching for local information.
* According to Yahoo the user ratings and reviews and the user generated content will get more viewers on introducing such facilities. This will also help user to comment on reviews and actively participate in community. You will get a feeling as if you are talking to somebody in your area instead of saying something with no feedback or responses. Those who are getting benefits from what you say can reply you back and you can track comments on your reviews from the My Local Page.
* Weekly you can select events, movies to plan your weekend, top search terms in your local /hometown will be displayed to you weekly that will include new business in your area and all that people are talking about.
* Best social and upcoming social events in your local will be shown, key categories of Restaurants, Health & Beauty, and Home & Garden. A new save for later feature so you can quickly archive those hidden gems you uncover along with your recent reviews, tags, and collections.
* The one click rating will not be present and also all the areas in the locals are not featured.
All these will help Yahoo to take a giant leap towards satisfying its customer and improve its business as well.
According to the latest news Yahoo tops the customer satisfaction ranking .The report has been published by The University of Michigan’s American Customer Satisfaction Index. It has rated yahoo to be better than Google. The score of different search engines were like Google getting 78, Ask gets 75, MSN gets 75 and AOL gets 67 and yahoo gets 79 out of 100.
The reason behind the indexes are estimated to be the implementation of Yahoo Shortcuts , the Yahoo Answers in search results ,the visual results , removing unnecessary results , better marketing by Yahoo and introduction of live Flickr photos. Yahoo works on member base has better ways to winning over its users with a better search experience. Yahoo has been directed by its users and so it is much customer based search engine.
The negative points of Google are expected to be its confusing results, changing of Ad Words background colors, homepage carried over from 1999 and personalized search results. Both the search engines Yahoo and Google offer images, video, maps, email, shopping but yahoo is liked by the user for its social networks and emails
The customer satisfaction level has been supporting Ask .com as well. Ask has improved its performance from the last year up by 21% and ask is still gaining its share in the market.
Google has got a customer satisfactory index of 78 out of 100 that is 1 point less than yahoo this generally doesn’t effect the giant G in Search engines as Google has been keeping up with the largest market share , but the innovations and algorithms it uses to give the search results at times gives awful results in search engines that makes a user to search on and on for a simple result. The base of Google is its search engine performance that makes it a world leader if that is up to the point Google can expect everything else in its favor.
Google needs to check that for many keywords the results are not satisfactory in its search engine .Many times complaints can be seen for the results that Google provided. Other search engines like Yahoo provide better options in their result. Other than search result Google need to look more attractive and clean to its users in its results and compete with the presentation as well. The high technology and innovative research work will be of no use if the results in search engines are not up to the mark.
Google has been against automated SEO software , Google doesn’t like the hidden data used by a few SEO’s and ‘the use of black hat SEO techniques are completely unethical’, such articles relating to Google show that Google has been against a few and many practices followed for SEO. Google says that ethical practices followed by SEO companies are welcomed but the unethical ways are not liked by Google. Google has been against the unethical practices followed by SEO companies. The basic ethical practices involve good content, proper code and straight forward methods for SEM.
The ethical ways for SEO involves long term continuous efforts that need building a proper infrastructure for the website .SEO involves investing money by companies that can be on monthly basis or one time. SEO can take more than a month to a year to give the needed result and no guarantee can be made for giving good ranking to your website. If your website is credible you will get the desired result or you need to depend on your luck to get higher ranking. If your website once gets a high ranking than you can get good ROI.
Above all, most search engine marketing agencies don’t just offer SEO, they offer paid search (PPC) as well. SEO practices are cheaper than PPC marketing. PPC can guarantee you a result. PPC is a fast way to popularize your website. You need to invest for your campaign and that too regularly. When you doubt your performance, you can get a result on using PPC. You can monitor your performance as you spend money. This is a method provided by search engines itself that encourage marketing for less ranking sites.
If the search engines don’t like marketing then they should not encourage the PPC marketing. Google, Yahoo and MSN work closely with agencies in PPC and if search engines were to dislike search marketing they would have discourages PPC as well. Basically the search engines are profit oriented and wish to keep a bit of value added to them. The search engines give the opportunity to a website to rank well if either they are genuinely above average or they can help generate money. It can be interpreted that there is no rank for average site as considered by search engines that is not investing in PPC.
There has been lot of research on SEM and finally a set of strategies has been followed by marketers. The marketers are concentrating on the following set of marketing techniques-
SEO – SEO uses optimization to get a placement in searches without putting money for getting the result and SEM is a marketing technique where listing of a website is done by paying Both way marketing is done but SEM needs investing for marketing. On –Page optimization and off-page optimization are done by SEO. On-page optimization includes proper coding on the page and off-page optimization includes the link building techniques.
RSS Feedback – RSS feeds go to the customers to deliver them content relating to marketing campaigns .RSS feeds have been popular in last few years for getting responses from the customers.
Online Video Advertisements - Like television those sitting on internet get the advertisements on their desks through online videos. Visuals make a greater impact on an individual, so this concept is giving many benefits to marketers.
Blogging –Blogging is a methof of marketing where social network of bloggers transmit the advertisements from one to many. It is also a popular marketing method where continues efforts is needed to be made for getting the required results.
PPC – Pay Per click attracts many because of its attached monetary benefit. It is a marketing technique where the customer is paid for promoting the advertisement. There are three main engines dominating the PPC world Google AdWords, Yahoo Service Search and Microsoft adCenter.
Bookmarking – Online bookmarking is a client making technique .Once a client likes an advertisement; he can bookmark it to his computer.
Email marketing-Marketing through email marketing is initial ways of marketing where messages are sent to many users at a time on their email address to get feedback. This not much liked way of marketing.
Affiliate marketing –Marketing of an advertisement when you are marketing for your own product is done by Affiliate marketing method .You are benefited when there is a customer for the affiliate program also.
Google had been researching towards the practices followed in cookie privacy policies and is destined to make changes in its privacy policies to suit the user needs. Cookie Privacy works at client and server both the terminals. Cookie lifetime was major issue to be taken care of. Cookie helps the search engine to get the preferences of a user like the setting for language, number of results on a page, Safe search settings etc. Google uses the ‘PREF’ cookies for remembering the information related to a user.
Users from Europe and US had been complaining of cookie history stored by Google that has been creating privacy problems. User has the option for deleting the cookies on his machine depending upon his needs, but Google wished to have a certain life time limit for a cookie and define the expiry of a cookie stored by Google ad.
According to the new privacy practices news, Google will employ shorter expiration rate in its ad-serving tests. The time limit will be 18 months for removing the user information for the cookies .The information like IP Address and cookie ID number of the users to Google will not be stored or get anonymous after 18 months. This new announcement will allow people to opt out of the test ad-serving cookie if they wish to.
Google in working on ideas like
* Google will set up the ‘crumbled cookies’ so that the data related to the identifying number also called the Cookie ID number will be broken into different cookies to disseminate the ad history of the user.
* Google will provide attention grabbing notices with in ads to make the users know who has been putting up the ad and what information of the user is getting stored through the ad.
* Google will acknowledge feedback from the users to understand the likings and dislikes of users for a certain kinds of ads.
According to the Google they have been experimenting and testing ways to deliver relevant and new kinds of ads. They have been testing the various ad-serving technologies to know the pros and cons of such online technology. Google is trying to find innovative ways to store the user information so the privacy of user is not affected.
You need to be aware of link partners and your link competitors on performing a search for your keywords. The search engines gives much importance to one-way link .Google gives Page Rank based on the number of one way link a web site has .More number of one way links in a website make it more reliable.
There are no outwardly visible effects of Page Rank offered by Google based on inbound link but it reduces the ranking as it checks the Page Rank of referring web site and trust rate of referring web pages. This means that if you have a back link from a webpage will no page rank then you are at no benefit by such inbound links.
Also Google looks to give better rank for links from .edu , .gov than links from .org and others. Somehow the effect of page rank is there and now Google is planning to remove page rank. The effect on ranking after removing page rank will be there or it will be only outwardly removal of page rank.
Link building helps promote a website for a better ranking in search engines. To get the best results in search engines you need to make long term efforts and have a proper plan for SEM. Google has techniques to follow your link by sending spiders. There are many types of linking.
First one is the one-way linking this is generally purchased .Natural linking happens when a user wish to keep link of your web page on his page for his benefit. Reciprocal linking happens when two websites exchange links with each other. Three way linking happens when three web pages are linked in a manner that first is linked to second, second is linked to third and third to first.. Other links come from blogs, news articles, forums, editorials etc. There are many tools available that helps you trace your link.
There are many link building services available Social media links where you submit your site to a social media to get links to your website. Inbound links are generated through text link Advertising your link for a monetary exchange are also available. Directory links are generated when a site is placed in a web directory. You can submit your website to a web directory to get the directory links. Other than these ways some of the continuous efforts for marketing are needed and that is done by giving reviews related to your website in blogs, editorial and forums, that helps build a standing on internet and also provide inbound links to your website. Editorial text links are generated by articles published in editorials or forums
You can also check the number of back links to your website and also many toolbars and techniques are available with the search engines to check fraud related to link clicking .So getting in a proper SEM you have to be aware of all pros and cons of market. There are browsers facilitated with scanner to check all the back links and also tools are available with the search engines to get the number of valid clicks to your web site.
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