Search Engine OptimizationSearch Engine DominanceHaiku Marketing's approach to Search Engine Marketing is what we call Search Engine Dominance. If a web site is listed once in a Search Engine Results Page doesn't stand to reason that being listed MORE THEN ONCE is even better. There isn't anything unethical about this approach. As simple example is getting listed twice, once for the organic listings, and again for the PPC ad, of course we are talking about coming up for the right key phrases. Being listed at least once on the first page is paramount but the more "real estate" you control of a SERP the better.
But multiple positioning on the Search Engine Results Pages is a bit of a simplification of Search Engine Dominance. Search Engine Dominance takes in the mindset that includes branding, the protection of intellectual property like trademarks and copyrights, gray marketing, coping with protest sites, channels (both on-line and off). Most importantly, it takes in to account that SEM doesn't exist in a vacuum; other forms of advertising need to work in tandem to take advantage of a company's advertising budget. The Top Commercial Search EnginesAccording to analytics company WebSideStory the top four Search Engines account for 93 percent of all search queries, they are Google, Yahoo, MSN and AOL. With the exception of industry specific portal/search engines a company's SEM efforts should focus on these four SEs.The Search Engine market is complex and often overlapping, see the table below. MSN (Microsoft) in particular sub contracts all of its listings. Search Engine Marketing (SEM) has two main techniques, one is Pay per Click through (PPC) and the other is Search Engine Optimization (SEO).
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