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.
Comments
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.
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?
It might be just a little late, but I did not understand the link to "creating a custom topical search engine"
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:
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...
It was too late! The minute I read the post again, it all made sense :)
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