You can use more than one search strategy to optimize your site for search engines. You’ve seen how keywords and PPC programs work, but there are many other ways to get your site in front of potential site visitors and customers. Part III explains the different types of search strategies you should be considering as you’re developing the SEO for your site. In addition to search engines, there are indexes and directories to keep in mind. You can also use pay-for-inclusion services, which are different than the PPC services that you’ve already explored. You should understand robots, spiders, and crawlers in order to target these different types of search strategies. And of course, you don’t want to harm your rankings, so there’s also a chapter about SEO spam in this section. And finally, we’ve added information about “social-media” and automated optimization. All of these elements come together to make your SEO strategies a richer, more effective method of drawing site visitors, and converting those visitors to paying customers.
Very often search engines and search directories are all piled into the same category. After all, you type in a search term and click a button and the results for that search are returned to you, right? That’s right. It’s just that the data collected by directories and search engines, and the way those search results are returned, is very different. In fact, the fundamental differences between directories and search engines lie in how they collect data, the search results, and how those search results are ranked.
