Leveraging Your Search Knowledge to Market to Different Communities

The type of person who reads this blog and other blogs about search marketing knows far more than the average webmaster (or web user) about search. You can use that knowledge as a marketing advantage over the competition, by doing things like creating a custom topical search engine, or write about harnassing the power of Google to _____. Search is a big power on the web, and it relates to everyone publishing a site. Leverage Google's brand to push your own. If you story spreads great, if not then you site is at least a bit thicker and harder for people to compete with.

In almost every field you can make your content seem more linkable and more remarkable by talking about it as though it is a search play rather than a pure content website. Look how much press Mahalo got compared to the quality of the site and the quality of the concept.

Published: June 27, 2007 by Aaron Wall in marketing


June 27, 2007 - 4:51am

Obviously, we are moving into a new mashable phase. Mahalo has gotten incredible press. The quality currently in the tail is nowhere. I have seen a few query results that were surprisingly good given that these are not experts in the query I searched. I wouldn't discount them that quickly.

Khalid Hajsaleh
June 27, 2007 - 7:33am

Hi Aaron,

This is a great suggestion for creating good quality content. Don't you think that many companies do not struggle with creating good content as much as with marketing that content?

Khalid Hajsaleh
June 27, 2007 - 7:37am

It might be just a little late, but I did not understand the link to "creating a custom topical search engine"

June 27, 2007 - 10:27am

Hi Khalid,

Let me jump in and see if I can answer your question about not understanding the link "creating a custom topical search engine" (Aaron, anyone else, please correct me if I'm wrong).

If you follow the link in his post; "harnessing the power of Google to_____" you'll find a really impressive (to me) piece about leveraging Google to find what you need. In that article they mention:

Google’s Custom Search Engine utility allows us to use the power of Google’s search technology and create a custom search engine. We took advantage of this opportunity and a human-edited searchable database was created by focusing only on high quality scholarship and financial aid related websites. Web sites that were useful and informative were hand picked, and these are the sites that are being shown in the search results. It took a long time to compile the list in the database, but our Scholarship Search Engine will save students even more time.

So, the link "creating a custom topical search engine" refers directly to that quote, they've created a custom search engine (Google's) that only searches sites they have hand picked (instead of going to Google's site and searching the entire web).

Hope that cleared some things up! Although my lack of clarity may have confused the issue even further...

Khalid Hajsaleh
June 27, 2007 - 2:27pm

It was too late! The minute I read the post again, it all made sense :)

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