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Thursday, June 08, 2000
Q: How do search engines work and how can I get my Web site listed in the search engines?
A: Actually, you want to be listed in not only the search engines, but also the other portals and directories. By the strictest definition, a search engine is technology that searches for information before adding it to its database and listings, hence the name. Directories don't necessarily use search engine technology, but perform the same basic function for most end users -- providing a way to find information on the Internet, either by searching for a key word or phrase or by clicking through a category structure until the end user finds the subcategory that best meets his needs. Lycos is considered a search engine; Yahoo!, a directory. Both types are considered portals, or entries to information on the Web. If your Web site is included properly, the user who would be most interested in seeing your Web site would be able to find it easily through such portals. That helps you by leading your best prospects and customers to your Web site or eBusiness.
Search engines find your Web site through a spidering technology that follows links throughout the Internet from page to page -- either within a given Web site, or between multiple Web sites. As the spider from a given portal travels, it reads information from the pages it finds, logs certain information in its database, and categorizes it to allow an end user to find the page later via links the end user finds when doing a search or drilling down through a directory while visiting that portal.
In many cases, the portal will find your Web site because somebody else's Web site displays a link to your home page; one that is in the path of the spider. Unfortunately, that happens a lot less often than it should. For most of us, we'll have to register with the search engine. That involves going to the search engine and telling it which page to visit (using your URL or Internet address). It will then send its spider to examine your pages and index the results.
Have a question for David Radin? Contact him at his Web site
Directories are generally organized by humans. This has the advantage of making sure that the category in which you are listed more accurately reflects what you really do. For instance, if you provide a resource for bond traders, you'll show up in the financial listings, but won't show up in directory listings for James Bond movies. (Of course, nothing is perfect, so you might think your listing fits better in some category other than where they put you. But it should be close.) To obtain a listing in a directory that doesn't use spidering technology, you still need to visit the portal to submit your listing. However, you need to provide a lot more information, including the title of your Web site, the address, a brief description and information about you so the directory operator can determine whether you're the real owner of the Web site or to contact you when appropriate. Some directories also will allow you to request specific categories in which your listing will appear -- maybe even multiple categories.
The bottom line is that you need to take an active approach to getting listed in the major portals. But don't forget those specialty directories that are aimed right at your industry or target audience. They're tougher to find, but could pay off big in getting buyers (not just lookers) to your Web site. For direct links to the submission pages for a number of the top portals, visit www.insiderradio.com/pg. I'll give you some tips for driving more traffic to your Web site in future columns and at www.insiderradio.com.
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