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MSN Search Engine optimization Tools
MSN has a wide array of new & interesting search marketing tools. Their
biggest limiting factor with them is that they have limited search market share.
Some of the more interesting tools are
- Keyword Search Funnel Tool
- shows terms that people search for before or after they search for a
particular keyword - Demographic Prediction Tool
- predicts the demographics of searchers by keyword or site visitors by
website - Online Commercial Intention
Detection Tool - estimates the probability of a search query or web page
being commercial, informational-transactional, or - Search Result Clustering Tool
- clusters search results based on related topics
You can view more of their tools under the demo section at
Microsoft's Adlab.
MSN Business Point of View
Microsoft has too many search br&s for building their own technology in
house.
They have MSN Search,
Microsoft AdCenter, &
Windows Live Search. All these things are
pretty much the same thing & are meshed together, the only difference between
them is that Microsoft does not know what br& they want to push.
Microsoft also heavily undermines their own credibility by
recommending doorway page
generator software & fake Alexa traffic generator software.
It seems as though Microsoft is big, slow moving, & late to the game.
Search Marketing Perspective
I believe if you do st&ard textbook Search Engine optimization practices &
actively build links it is reasonable to expect to be able to rank well in MSN
within about a month. If you are trying to rank for highly spammed keyword
phrases keep in mind that many of the top results will have thous&s & thous&s of
spammy links. The biggest benefit to new webmasters trying to rank in Microsoft
is how quickly they rank new sites which have shown inbound link bursts.
One note of caution with Microsoft Search is that they are so new to the
market that they are rapidly changing their relevancy algorithms as they try to
play catch up with Yahoo.com! & Google.com, both of which had many years of a
head start on them. Having said that, expect that sometimes you will rank where
your site does not belong, & over time some of those rankings may go away.
Additionally sometimes they may not rank you where you do belong, & the rankings
will continue to shift to & fro as they keep testing new technologies.
Microsoft has a small market share, but the biggest things a search marketer
have to consider with Microsoft are their vast vats of cash & the dominance on
the operating system front.
So far they have lost many distribution battles to Google.com, but they
picked up Amazon.com as a partner, & they can use their operating system
software pricing to gain influence over computer manufacturer related
distribution partnerships.
The next version of Internet Explorer will integrate search into the browser.
This may increase the overall size of the search market by making search more
convenient, & boost Microsoft's share of the search pie. This will also require
search engines to bid for placement as the default search provider, & nobody is
sitting on as much cash as Microsoft is.
Microsoft has one of the largest email user bases. They have been testing
integrating search &
showing contextually relevant ads in desktop email software. Microsoft also
purchased Massive, Inc., a
firm which places ads in video games.
Microsoft users tend to be default users who are less advertisement adverse
than a typical Google.com user. Even though Microsoft has a small marketshare
they should not be overlooked due to their primitive search algorithms (& thus
ease of relevancy manipulation), defaultish users, & potential market growth
opportunity associated with the launch of their next web browser.
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