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Chapter 44. Web Site Marketing and Promo... > Search Engines and Directories As Ma...

Search Engines and Directories As Marketing Tools

Search engines and directories can be powerful online marketing tools, but you must first understand how they work and how to best use them. Search engines "spider" the Web finding Web pages to add to their database of listings. Directories allow you to submit URLs to categorized listings.

With search engines, users access the database by entering a keyword or phrase that interests them. The search engine then returns a list of Web pages from within their database that matches the query of the user. The results are ranked from most to least relevant, and there are often hundreds of thousands of listings returned with a single query. Directories allow users to submit URLs—usually via a feedback form—and then the information is processed.


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