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companies in some places pay by rank to get guidance from the site
by KEVIN PURDY
News Business Reporter
for companies like Buffalo Antiques and Collectibles Autos, a word-----even one letter in a word means everything.
when a classical fan enters "fiberglass replicas" in the popular search engine Google, the store on Dole Avenue trombly appears in search results seo, usually in the top 5. However, if the "s" in the replicas plural is removed, antiques and collectibles cannot even enter the first page.
potential buyers may never find the difference, but trombly actually feel it.
"In this industry, no one will notice you if you're not in the first or second place to display the results," Trombly said. "That means people who want to spend a lot of money are spending it on someone else," he said. ”
in Google or Yahoo or several other search engines if the results of SEO, in western New York also means a lot of money and the company's image better display. That's why spending money on websites is rising, and some companies are hiring local companies specifically to optimize their sites to "support" sophisticated ranking methods.
"For many companies in the region, it used to be a lot of money to build a website on the internet market," "If you've built a website, they'll come and visit," based on Buffalo's ChoiceOne in Rochester's ChoiceOne Communications Network Development Division Online Marketing manager Tara Doster said. "It used to be true, but now it's gone." ”
understand these situations, trombly recently hired Choiceonce to "optimize" search engines for antiques and collectibles autos sites, and advertise through a paid search service overture. In that case, when the user searches for "Cobra 427" on Yahoo, his site can appear at the top of the page as a "sponsored link," and he pays for the pre-set cost per click.
The
company's first-time pay rankings are doing well. Trombly said that after the first deposit of $500 in the Overture account, Antiques & Collectibles sold three sets of build-it-yourself Cobra 427 replica packages through search engine advertising, The price is 12500 dollars per set.
is not just a high-priced niche item that can be noticed in search engines. The 20 buildings at the Delaware Hotel spend less than 1000 dollars a year on hotelrooms.com and CitySearch.com, without which the hotel would lose a big deal from "people who know nothing about buffalo." Owner Gino Principe said.
Local dairy Cooperative northern farms, through overture and Google's own keyword advertising service, did not find many yogurt customers, but attracted potential business partners, said Mark Serling, marketing manager at the northern Farm.
"We can see from our own experience that other manufacturers are leading through search, so we also decide to stay in it," he said. We feel that it is a very reasonable price to push the brand to the prospective purchaser or supplier. ”
Kanoodle is a Amherst based company that provides paid search results for sites such as Dogpile and mamma.com. The company, created by Kent Keating in 1999, believes that while the company is focused only on local business, it is still able to profit from extensive search advertising.
"Although some things are very simple, simply connecting other words to" Buffalo "can produce huge results," Keating said. "We have recently Boston 85 of our employees, and most of them have found an apartment through our own services and just need to enter the Buffalo apartment," he said. ”
for companies that are unwilling to pay, it is a time-consuming and complex task to ensure the success of search engines. Google, which has been searching for more than 200 million times a day, has been changing her ranking method, and Yahoo, which has been licensed by Google Technology, announced in Wednesday that it will use its own technology search engine.
before Google entrenched its dominance, most search engines relied on the keywords of visual text on the page and the invisible code written by the author. For example, a search for "Buffalo" and "hotels" returns the resulting site based on both words.
However, Google's web-level technology relies primarily on text-based links to determine relevance. If a large number of sites, or even a few well-known sites linked to the site, then the site in the results of the rankings can be improved, and its linked to any site will be upgraded.
The well-known nature of Google's approach, as well as the overall prominence of search engine importance, has "completely changed the production and organization of the site," said Bill begly, chairman of Buffalo's Digicon communications company. As they advertise their web development company's business customers on their site, Begly asks them to look for industry alliances with them, larger customers and other organizations to link to their sites. He does not encourage them to place flashy content on SEO, but to emphasize the relevance of content.
"In the long run, this is also a good strategy for customers," Begly said. It's not important that your page rank high in the results. If someone comes to your site and cannot immediately figure out who you are and what you can offer, they will leave and move on to the next page.
Not everyone is aware of the importance of paying for the display, Mike Ohman is responsible for the management of the Transitowne Dodge part of Williamsville, and he is also working on the design of a car trading website.
Ohman said that although car dealers did not invest in the site publicity, but it ranked high in search results, resulting in a lot of auto parts orders.
"My job is to make sure that we have the right information from there, and that I submit my information by hand to every search engine site," Ohman said. "The market for auto parts online is huge and we're doing well," he said. I haven't spent thousands of dollars on a search engine in a year and all I've spent is a few hours spent here. ”
however Antiques & Collectibles's trombly feel that the pay ranking is very good.
"Compared to the advertising costs I spent in brochures and magazines, I know someone is working hard to make my site appear in search results," Trombly said. "It's blunt, and it's a good source of sales," he said. ”
