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Lesson #13
THE GOOGLE SEARCH ENGINE
WHAT YOU WILL LEARN:
In this lesson you will learn about
the Google Search Engine.
WHAT'S IN A NAME?
The term "Google" comes from the
American mathematician Edward Kasner's nephew. When his
nephew was nine, Dr. Kasner asked him to invent a name
for the very large number 1 followed by 100 zeros. The
nephew came up with "googol," later sometimes spelled as
"google." Although the
Google search engine was a latecomer in Internet
time (not starting until 1998), it now holds a prominent
place among the major search engines. The name chosen by
its founders, Larry Page and Sergey Brin, suggests that
large numbers or large amounts of data do not easily
intimidate them. Indeed, at the time of this writing,
Google is the secondary listings source for the Yahoo!
search engine and one of the top 10 most popular search
engines in its own right. It's also now one of the most
important search engines on the Internet.
GOOGLE'S ALGORITHM
Unlike Yahoo!, which uses humans to
rank its listings, Google uses software. The ranking
algorithm used by Google is its trademarked "PageRank."
The key to a high ranking on Google is to have lots of
links to your site from other high ranking sites. That
is, you need lots of sites linking to yours, which in
turn have lots of sites linking to them.
Google is one of the most useful sites
for those searching the Internet and has sophisticated
and effective ranking and searching software. At the
time of this writing, Google does not sell placement
within the ranking. Thus, sites are ranked with pure
objectivity and results are usually quite relevant to
your search. For the marketer, however, this makes it
extremely difficult to manipulate your ranking. To get a
high ranking in Google, you have to have a content-rich
site that is already popular as expressed by links from
other popular sites.
ADVERTISING ON GOOGLE
If you do not have a lot of links to
your site yet, you can still buy textual ads to appear
to the side of the Google search listings. These ads are
keyword specific and you can pay by impressions or by
clicks on your site's link with Google's "AdWords
Select" program.
Google also has a "Premium
Sponsorship" program where your textual ads appear at
the top of the search results page for the chosen
keywords. Google does not allow any images in the ads.
(Textual ads, if properly placed, have proven to be more
effective than graphical banners anyway, so this
restriction is not so bad.)
Google touts that its ad results are
five times greater than industry averages. One
competitive edge that the Google AdWords Select program
has at the time of this writing is that it only charges
you the minimum necessary to hold your ad's position.
That is, if you hold the second spot for a certain key
phrase and the advertiser below you in the third spot
reduces the amount of his or her bid for that phrase,
your amount will be reduced to the amount just necessary
to hold your second spot. This occurs automatically,
saving you the time of constantly monitoring the bids
for your search phrases as you have to do on other,
similar sites.
SUBMITTING YOUR SITE
TO GOOGLE
If it took any significant time to
submit your URL to Google, we would say, "don't bother."
Google only ranks sites that it finds from following
links on the Internet with its spider, Googlebot. Even
though Google may have your site in its database from
your submission, your site will have no ranking until
some other included site links to it...and Google's
spider finds that link. The only advantage of submitting
your site to Google before it is found by the spider is
that your site will show up if someone types in the URL
or the exact description of your site in a Google
search. Since it takes very little time to submit your
site to Google, you should do so for that purpose.
Although it may be rare that people will type in your
URL or an exact match of your description, they are the
very ones you do not want to miss while you are waiting
for your site to be spidered.
To submit your site to Google, go to
http://www.google.com
and click the Advanced Search link. At the top right of
the resulting page, click All About Google, then the
Submitting Your Site link on the resulting page. At the
time of this writing, you can also simply go straight to
http://google.com/addurl.html. Enter your site's
complete URL (that is, include the "http://" in your
Website address) in the appropriate field and type a
short description of your site for the comment. Check
your typing and spelling and then click the Add URL
button below.
SUBMITTING TO DMOZ CAN
GET YOU INCLUDED IN GOOGLE
If other sites link to your Website,
Google will find it pretty quickly. Google currently
spiders the entire Web at least once a month. Rather
than waiting for the spider to find you, however, the
best way to ensure inclusion in Google (as well as
Netscape, AOL, AllTheWeb, Alta Vista, HotBot, Lycos, and
Northern Light) is to submit your site to the
Open Directory Project.
Google, as well as the other search engines listed
above, include data from Netscape's Open Directory
Project, which uses human indexing like Yahoo! does.
Thus, Google uses its own software-driven spidering
technology and supplements it with the dmoz's human
indexing. Since you cannot manipulate the results of the
spider technology (other than to create a high-quality
popular site), your submitting efforts are best placed
with dmoz. A good ranking with dmoz can ensure your
inclusion in several major search engines. Submitting to
the Open Directory Project will be the subject of our
next lesson.
CONCLUSION
If you have a Website with lots of
links to it from popular Websites, Google will find it
and give you a good ranking without any effort on your
part. If you have a new site that does not yet have a
lot of links to it, you should submit your URL to Google,
but you should focus your submitting efforts on the Open
Directory Project (dmoz). A good ranking by dmoz will
earn you a good position in Google as well as other
major search engines. You should also consider placing
an ad with Google if your budget allows.
WHAT'S COMING NEXT
More on Search Engines - The Open
Directory Project (dmoz)
by George Little
Copyright (year) Panhandle On-Line, Inc.
License granted to Carson Services, Inc. for
distribution to SFI affiliates. No part of this work may
be republished, redistributed, or sold without written
permission of the author.
For more information on the Internet Income
Course and other works and courses by George Little, see
www.profitpropulsion.com.
For Web Hosting services specially designed for
SFI affiliates, see www.profitpropulsion.com.
Continue To Next Lesson
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