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Article Title:
Four Reasons Why The Smaller Search Engines Matter

Article Description:
There are actually four reasons why you would want to extend your 
search engine marketing activities beyond Google. I will discuss 
each of those reasons here:

Additional Article Information:
1154 Words; formatted to 65 Characters per Line
Distribution Date and Time: Thu Mar 23 22:45:45 EST 2006

Written By:     Bill Platt
Copyright:      2006
Contact Email:  mailto:[EMAIL PROTECTED]

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Four Reasons Why The Smaller Search Engines Matter
Copyright © 2006 Bill Platt
the Phantom Writers

These days, all search engine optimization gurus seem to only 
talk about Google, as if Google was the only search engine on the 

Of course, we all know that there really are hundreds of search 
engines and directories available to us, and we know that some of 
the smaller search engines serve a very tight niche of users.

Honestly, I can understand why there is a lot of press on Google, 
because after all, granddaddy Google is the biggest of the big. 
We know that millions of people use Google daily for their search 
activities, and we know that our websites receive a lot of 
traffic from Google. 

There are actually four reasons why you would want to extend your 
search engine marketing activities beyond Google. I will discuss 
each of those reasons here:

REASON #1: Targeted Traffic

Niche content search engines can be a very powerful force in your 
marketing arsenal. 

For example, suppose you have a website dedicated to helping to 
sell real estate. Does it make better sense to list a house for 
sale in Google or in one of the many real estate search engines?

Let's face facts. When we look for tightly focused content such 
as real estate listings, we generally seek out a search engine 
that will serve our search the best. When searching for a new 
home, an individual may begin his or her search at Google to find 
the real estate search engines, but once the niche search engine 
has been found, there is no need or desire to return to 
granddaddy Google. The real estate search engine will allow the 
individual to search through cities and neighborhoods, prices, 
features and pictures, to find just the house they feel might 
strike their fancy.

Even in the game of Internet marketing, a niche content search 
engine or directory can be a very powerful addition to your 
marketing portfolio. It is only a matter of searching out and 
locating the niche content search engine or directory that serves 
your particular niche the best.

REASON #2: Costs Management

The Big Three have each developed their own pay-per-click search 
models. And, because they are the Big Three search engines, they 
can also afford to charge advertising rates that permit them to 
be among the most profitable enterprises on the Internet.

The perception of pay-per-click pricing at the Big Three is that 
the little guy can afford to advertise with them. But with every 
Internet marketer on the web trying to compete for the Big Three 
search traffic, their five cents per click easily increases to 
sixty cents per click, and in some industries, it can climb to 
five or fifty dollars per click.

The pay-per-click "auction mentality" really kicks into hyper-
overdrive in some industries. And the Big Three eat it up, as do 
their stockholders. Each day, they dance their way to the bank 
with your money in tow.

The smaller niche search engines may not serve as much traffic, 
but they definitely allow you to reach more people for the same 
money. You can reach people who are more inclined to buy your 
goods and services, because they were searching on a niche 
website, and you can get their traffic for a lot less money than 
it would cost you to get the same prospect from any of the Big 
Three search engines.

REASON #3: Linking for Google Placement

For those of you who are still involved in the Google PageRank 
chase, the smaller search directories can be counted on as a 
really valuable asset in your linking portfolio. 

Many of the smaller search directories carry some pretty decent 
PageRank with them.

For example:

 * carries a PR6. 
 * carries a PR6.
 * carries a PR6.
 * carries a PR5.
 * carries a PR5.
 * carries a PR5.
 * carries a PR5.
 * carries a PR5.
 * carries a PR4.
 * carries a PR4.

As you are already aware, the PageRank of a website that is 
pointing to your website plays a role in determining the value of 
your own website in the Google PageRank calculations, thereby 
increasing your chances of gaining ground in the Google SERP's 
(Search Engine Ranking Pages).

Targeted directories pass their PageRank value to the websites 
that list with them, which is great for your website. 
Additionally, getting placed into these directories is often 
cheaper and easier to accomplish, than with any other method of 
linking for the purposes of increasing PageRank.

REASON #4: Extra Traffic

Yahoo, MSN,,, and many others are 
making changes, improving their results, and trying to position 
themselves to compete toe-to-toe with Google or to compete for 
searcher's not happy with Google's search product (yes, there are 
actually people out there who do not like to use Google). These 
non-Google engines are currently serving millions of additional 
searches a day or month. 

The Big Three: Google, Yahoo and MSN only served 73% of the 
Internet's search traffic in July 2005 
(, and 
81% of the search traffic in November of 2005 
( These 
percentages are based on a rough estimation of just over 5 
billion searches per month.

Even on the November 2005 numbers, search engines that are NOT in 
the Big Three are delivering 950 million searches per month. That 
is a lot of additional traffic!

If your search engine marketing activities are focused only on 
the Big Three, or even worse, only on granddaddy Google, you are 
throwing away anywhere from 20% to 53% of your potential customer 

Locating The Smaller Search Engines and Directories...

Here are a few resources that can help to find hundreds of the 
smaller search engines and directories that may be available to 

Independent Search Engine & Directory Network -

Yahoo Search Engine & Directory Listings -

International Directory of Search Engines -

Small Search Engines and Directories Really Do Matter...

I have just outlined four reasons why the smaller search engines 
and niche directories should matter to those of us who market our 
goods and services on the Internet. I have also given you a 
starting point for locating these excellent search websites.

Sure, it might take a little bit more time to get listed in these 
smaller resources, but if you calculate how much time you spend 
developing your positioning in the Big Three, then it really is 
not that much of a time investment after all.

The smaller directories can help us to improve our Google 
PageRank. They can help us to get more mileage from our 
advertising dollars, than what we can get from the Big Three. 
They allow us to tap into additional sources of targeted traffic 
with a real potential for increasing our sales and profits. And, 
the best reason to use the smaller search engines and directories 
is that they actually serve another 950 million searches a month.

Bill Platt is the owner of 
Article Distribution Service. He has been ghost writing for 
clients since 1999, and he has been distributing client articles 
since 2001. Bill regularly maintains his database of submission 
resources, and he applies the human touch to every article 
distribution. By reviewing every article and manually selecting 
where it will be distributed, publishers and webmasters trust 
that he will send only the most appropriate articles to them.



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