Thursday Shopping and Media Search
These highly specialized segments of search are being built out as the major engines fol-
low the trends of available media and website owner practices and preferences. Unlike
the niche directories you looked into last month, the specialty search you’ll work on
today can be found predominantly as components of the major search engines. They
include the following:
Sites such as Froogle, Yahoo! Shopping, MSN Shopping, not to men-
tion large shopping engines such as Shopzilla and Shopping.com, allow merchandisers
to submit frequent updates of product details and prices.
Sites such as
allow you to search strictly for images. If one of your
site’s differentiating factors is its images, don’t overlook image search as a way to snag
some targeted visitors. Depending on the search engine, optimizing for image search
may involve writing optimized image ALT tags and adding keyword-rich text immedi-
ately surrounding your images.
Upload your video, set up your feed, or wait to be crawled! Any way
you slice it, video search is taking shape at sites like
, not to mention media search sites like
video in general is difficult for search engines to crawl, some video search engines are
currently giving site owners an uncharacteristically high level of control over submit-
ting, including metadata that you can include in video-specific
tags (we’ll talk
more about RSS, sometimes called Really Simple Syndication, next month).
Like local search, these specialty search areas are still being developed and
refined. So rather than give you likely-to-be-obsolete steps for getting yourself opti-
mized and listed, we’re going to give you our methodology for finding out how.
Here are the steps:
Search as if your site depends on it.
First, go to the specialty search engine and start
searching. You want to get the full picture of what the listings look like. Try searching
for your own organization, your competitors, product names, and commercial and
noncommercial sites. Get a feel for listings that seem compelling and listings that look
skippable, and try to put your finger on why they’re coming across that way. Also,
keep an eye out for sites that are partnered with the search engine. For example, when
you search our favorite term—“Britney Spears”—on
see a featured listing from Y! Music in a coveted top-of-the-screen position. You may
want to pursue a listing in a partner site, if it’s at all possible.
c08. 8:08 228