Chapter 10. Mastering the Secrets of Search Engines

In This Chapter

• Understanding how search engines work

• Making search engines happy

• Linking up with Google

• Getting noticed by Yahoo!, MSN, and other search engines

• Mastering meta tags

• Seizing specialty search engines

• Retaining rank in search engine results

People ultimately arrive at Web sites in only three ways: by using search engines, clicking links from other pages, or typing in a URL after hearing about it or seeing it elsewhere. As DalmoWorks (www.dalmoworks.com) found in its June 2006 survey, search engines are an integral part of the Web experience. These statistics show why search engines are a necessary part of your Web marketing mix. They also illustrate why search engine marketing alone isn't enough. (Respondents could name all the methods they use to find Web sites.)