Why Do the Other Search Engines Bother to Compete?

Since most of us are not Jack Welch’s GE, it is OK not to be number one or two in everything we do. As you probably know Google is number one when it comes to search. Yahoo! and MSN are a distant two and three, respectively, which still equals billions of dollars in ad sales.

A solid search engine marketing strategy needs to include more than just Google. A well-rounded campaign should include Yahoo! and MSN, as well as Ask, LookSmart, MIVA and other 2nd tier search engines. The reason being is that if you are just advertising on Google, you are missing out on 40% of overall searches. You are probably also spending a lot more than you need to. The  2nd tier engines usually have a lower cost per click, and can also drive more qualified traffic than Google and the other giants. Ultimately, you need to diversify your search engine portfolio, just like you would diversify your investment portfolio.