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I've been consulting on the web since 1996 and I have seen a lot of outrageous claims from firms claiming to be "search engine specialists". Often they use "bait and hook" techniques and what you are left with is less cash in your wallet and still no visitors to your site.

Don't fall for the claims of "instant traffic" and "we'll make your counter soar for $19.95". Think about it. There are millions of web sites - how is $20 going to get you "instant traffic"? It won't - believe me. Speaking of outlandish claims - the ad: "We'll submit you to the Top 2,000 search engines" is one of my personal favorites. 2,000 search engines? Please. Show me the list.

There are only 15 search engines and directories you need to register your site to. That is where the bulk of your search engine traffic will come from anyway. Yes you can submit to other smaller engines and directories, but that is mainly for Link Popularity - not for traffic. The engines and directories are (listed alphabetically): All the Web (Fast), AltaVista, Canada.com, Direct Hit, Excite, Google, HotBot, Infoseek, LookSmart, Lycos, MSN, Northern Light, Open Directory, Snap and Yahoo!

Okay, we left some out - and for good reason. AOL uses Open Directory to power their search database, so get listed with them and you'll be in AOL. GoTo.com? They are a paid service, but they also use the Inktomi database for their second tier listings. So, list with Canada.com, who also uses the Inktomi database. WebCrawler? They haven't updated their index since last year. Why bother submitting?

To get the latest information on the changes to the search engines and links to manually submit your site to the major search engines (which is the only way to do it - never do it through an automated program) see our website at: http://www.webmarketingnow.com/search-engines/self_register.html

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On Monday, June 26, Yahoo! broke their ties with Inktomi for their general Internet search and announced that Google will be their new provider within 30 days.

What this means for you:
Since Yahoo! should be a strong provider of traffic to your site - you must make sure your site is listed with Google to keep your traffic steady.

How will you be affected:
To see how much your site may be affected, look at your server logs and look for the referral "ink.yahoo.com". That is the Inktomi database for Yahoo! If that is a heavy referral, like it is for us, check Google's database for your listing immediately.

Why?

Because if your site is not listed in Google, that traffic will stop when the switchover occurs.

Note: If you don't know how to obtain your web server logs, contact your ISP.

What you should do:
Go to Google http://www.google.com/. Type your domain name in the search box. For example, we would type "www.webmarketingnow.com". You must have the "www" included or Google may not find your site - even if it is in their index. If Google does not return your site, you are not listed and you will need to manually add your site.

How to add your site to Google:
http://www.google.com/addurl.html

Yahoo! Press Release http://dailynews.yahoo.com/h/nm/20000626/bs/tech_inktomi_dc_2.html
Google Press Release http://www.google.com/pressrel/pressrelease25.html
Inktomi Press Release http://www.inktomi.com/new/press/yes.html

Jerry West is the Director of Internet Marketing for Netgateway (NASDAQ: NGWY) and has been providing Internet consulting to corporations since 1996.