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Chapter 1. Why Is Search Engine Advertis... > Search Engine Alliances Show Path to...

Search Engine Alliances Show Path to Success

Right about now you're probably thinking: For which search engines do I optimize my site, and on which do I advertise? Here's where it gets messy. Each search engine can show results from its own database, as well as pull results from other search engines.

Figures 1.3 and 1.4 show a search for “used cars” on the AOL.com search engine. Not all of those links you see on the page come from AOL. Some do. At the time of this publication, the “Recommended Sites” have been selected by AOL editors. Or, it may be the official web site of a trademark name that has been searched. The “Sponsored Links” are listings of companies that have purchased Google's AdWords listings. Finally, “Matching Sites” are the web site pages that have been optimized and are appearing in top rankings under Google's listing of main search results (the ones without the “Sponsored Link” heading). (AOL provides a breakdown of its search results at http://search.aol.com/aolcom/about.jsp.)


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