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Search Engine Optimization: Register Your Site for Free

Reprinted with permission from the STC Intercom magazine - 2003 Volume 50, Issue 2.

This article is the fourth in a series on search engine optimization, a business marketing strategy that manipulates Internet search engines. To read the first installment, "Search Engine Optimization: Keywords That Work," see the April 2002 issue of Intercom.

My last few columns have covered search engine optimization techniques--ways to make your Web site more attractive to search engines. A few search engines crawl the Web looking for new pages, but you can't depend on these engines to market your site to users. After building and optimizing your site, you have to register it with directories, databases, and search engines.

Unfortunately, registration is getting more and more expensive. Since the failure of banner advertising as a revenue source, the search engine and directory industry has changed drastically. Most of them now require payment to include sites in their databases. But there are still a lot of search engines that allow you to register your site for free. After registering your site with these free services, monitor your traffic and sales. If your traffic isn't what you'd like it to be and you've optimized your site effectively (read my columns in the April, September/October, and December 2002 issues of Intercom for tips on search engine optimization), you might then, and only then, consider the "pay" search engines.

But there are ways to get around paying for search services. The search engine world is interconnected. Most search engines use other companies' databases because it is cheaper and easier--no database maintenance. Since so many free services use a database from a pay service, signing up with a free service can gain you access to the pay service. Of course, there are some drawbacks: Most of these engines won't guarantee to list all sites submitted and can't predict when or if listings will appear in the index.

Directories and Databases

Several search engines, including AOL Search, Google, Lycos, and Netscape, are powered by directories like ODP, the Open Directory Project. At ODP, humans, not spiders, evaluate your site to see if it should be included, so acceptance is free but not automatic. You can read information about submitting a site to ODP at dmoz.org/add.html.

Since so many search engines use ODP, it's an important listing. But it can be difficult to obtain, depending on the editor or category you select. When submitting to ODP, focus on unique content and appropriate category selection. Getting your site listed takes about three weeks if your listing is accepted. Problems getting your site listed can be discussed on the Open Directory Project Public Forum, a communication vehicle between the public and the editing community.

Owned by LookSmart, Zeal (www.zeal.com) is a free directory for noncommercial sites that is managed by volunteer editors. If accepted, your listing will appear in several major search engines, including LookSmart, MSN, and AltaVista.

Some search engines also use databases, such as Inktomi Enterprise Search (www.inktomi.com). This is a powerful database that provides results to many other engines, including AOL, Overture, HotBot, iWon, LookSmart, and MSN. It used to be possible to sneak into the Inktomi database by registering through HotBot (hotbot.lycos.com/?query=). While that search engine's "Submit Web Site" feature is being updated, the site refers you to Lycos (searchservices.lycos.com/searchservices) for site submission. In the meanwhile, you can still use the free "Submit Site" feature at the UK HotBot site (www.hotbot.lycos.co.uk).

Search Engines

Most of the following search engines use directories and databases to power or supplement their search services.

AllTheWeb (www.alltheweb.com)

Owned by Fast Search & Transfer (FAST), AllTheWeb still accepts free listings. Click on the "Submit Site" link at the bottom of the homepage to go to the submission form. AllTheWeb search results come from FAST's search technology as well as ODP. "Sponsored Search Listings" are from Overture, a search service that allows companies to bid for rankings.

AltaVista (www.altavista.com)

Recently revamped, the popular AltaVista search engine reaches more than 45 million global visitors. Click on "Submit a Site" at the bottom of the homepage to get the submission page. The "Basic Submit" option allows you to submit up to five individual sites and takes four to six weeks for indexing.

AOL Search (search.aol.com)

AOL Search was at the top of the "Media Metrix U.S. Top 50 Web and Digital Media Properties" list (www.jmm.com/xp/jmm/press/mediaMetrixTop50.xml), which ranks the Web and digital media properties accessed by U.S. users, so you definitely want your site listed with this search engine. AOL gets its regular listings from ODP and Inktomi and uses Google Ad Words Select (a pay-per-click advertising system) to display "Sponsored Links," the top three listings from the Google Ad Words Select database. (Read more about Google Ad Words Select at adwords.google.com/select.) Click on the "How to Add Your Site" link at the bottom of the page for instructions on submitting your site.

AskJeeves (www.ask.com)

AskJeeves also made the Media Metrix Top 50. Instead of the usual series of keywords, users posit queries as direct questions. The site provides pricing information on submitting a site, but the secret to a free listing is to send an e-mail to url@askjeeves.com that includes your URL and a brief site description. AskJeeves editors will accept free submissions from sites that provide good answers to questions users might ask.

Google (www.google.com)

Because of this search engine's popularity and reputation for relevancy, getting listed with Google is essential. It was ranked number 6 in the Media Metrix Top 50. You can submit your site at www.google.com/addurl.html; the page gives no guarantees when or if the search engine will list your site. ODP supplies data to the Google directory, which, in turn, supplies data to Yahoo! and Netscape.

iWon (www.iwon.com)

This search engine doesn't have its own database but is powered by Inktomi, LookSmart, and Overture ("Featured Listings"). You can get a free listing through one of the search engines that use Inktomi.

Lycos (www.lycos.com)

Here's another Media Metrix Top 50 site (number 4). Lycos offers free single-page submissions that take from three to six weeks to appear in the index. Select the "Site Submit" link at the top of the page, then "Free Site Submission" to join Lycos' Network Membership. Since Lycos is powered by FAST, you can also submit your site through AllTheWeb. The Lycos "Sponsored Search Listings" are from Overture.

MSN (www.msn.com)

MSN is powered by LookSmart, which does not provide free listings. But MSN also displays Inktomi results, so you might get in for free (faster for a nominal fee) by registering with search engines that use the Inktomi database. MSN ranks number 2 in the Media Metrix Top 50.

Netscape (www.netscape.com)

Netscape is owned by AOL/Time-Warner and is powered by both Google and ODP, so you can get listed for free by submitting to these services. Netscape's "Partner Search Results" are from Google Ad Words Select.

Traffic on the Rise

In June 2002, Jupiter Media Metrix statistics showed that search engine traffic had increased rapidly over the past six months--up 11 percent with 92.3 million visitors. Major search portals increased even more: Yahoo! is up 20 percent with 38.4 million visitors; MSN is up 16 percent with 42.3 million visitors; Google is up 54 percent with 34.2 million visitors. So get all the free listings you can while you can.

Optimize, Optimize, Optimize

Whether you pay for inclusion or go the free route, it is up to you to optimize your pages correctly and efficiently. If you do pay, that money goes solely toward getting your site into the database. That's the only service you'll get for your hard-earned money. If you have any stories of successful site submissions, please feel free to e-mail them to me!

Related articles

• The Scoop on Search Engines
• Marketing your Web site
• Search Engine Optimization: Keywords that Work
• Search Engine Optimization: Making the Most of META Tags
• Search Engine Optimization: Designing a Search-Friendly Site

References

Bruemmer, Paul J. “Free Traffic for the Asking”.
Laisha. “Pay for Ranking and Pay for Inclusion”. ClickZ. December 19, 2001.

Whalen, Jill. “Paying for Placement”. Rank Write Roundtable.

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