In This Chapter
Seeking traffic as your real goal
Understanding how behavioral searching impacts your ranking
Introducing intent-driven search
Using vertical search engines to your advantage
Getting into local search results
Signing up for paid ads in the various search engines
If the Internet were a mall, Google would be the biggest department store and the Yahoo!, Microsoft, and Ask department stores would be the smaller stores in between. But a mall is more than just its department stores: You can also shop in dozens of specialty stores, food venues, merchant carts, and so on. In this chapter, you meet the specialty stores of searching, the vertical engines, and find out how to make sure your product (your Web site) displays on those stores' shelves.
In this chapter, you discover how to put your products in front of your customers by changing your focus to traffic, not rankings; avoiding spam tactics that could hurt your Web site; and understanding the way that behavioral and intent-based search changes what your audience sees on the search results page. You also find out about how to get into the local search results and how to get started with a pay per click campaign in the main engines.
First, a couple of reminders are in order. Your search-engine-optimization efforts, if done well, can earn your site a higher ranking in search results pages. However, do not confuse the means with the end. Keep ...