Playing the Search

Oliva, Ralph A.
March 2004
Marketing Management;Mar/Apr2004, Vol. 13 Issue 2, p48
This article addresses the issues faced by business-to-business (B2B) marketers in Web searching. Today's search engines are powerful tools for B2B buyers. With a few keystrokes and some very simple inquiries, even the most broadly available search engines bring forth a wide variety of alternatives. But the alternatives are served in order, governed largely by factors out of your control. The search engine's algorithm for prioritization is one factor. And, on certain search engines, suppliers can purchase top-line positions for greater visibility. Many Web-savvy marketers know how to play the metatag game. Metatags are words--usually hidden behind your URL--that enable search engines to categorize the content on your site. A careful strategy of looking at how your site is linked to others can help optimize your position in a search return. Different search engines have different algorithms for this--and it would be important to know which search engine your customers are using the most.


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