A personal view of search engine brands by Metro Magazine

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A personal view of search engine brands by Metro Magazine
Guest Article from Kieran Meeke Features Editor, Metro Magazine (London)

Introduction from Frank Orman, LeadGenerators Ltd

I would like to thank Kieran for sending over his article on how he rates different search engines. If you have read any of my articles and opinions in the articles section of the LeadGenerators website or those published in trade titles such as Travolution, AdMap or Executive Traveller Magazine, you will know that I have very strong opinions about how online marketing managers need to look at different search engines and understand the readership profile of each in order to make wise media choices when developing their online marketing strategies. Many people think that Google is the only game in town but each search engine has its own dedicated following and each group of followers has different interests and buying patterns.

For this reason, I was impressed with Kieran’s article in Metro Magazine where he gives his opinion and rating for each of the major search engine brands, together with a short “what we love” summary for each one. In our internet marketing ivory towers we try to analyse and make decisions about who is using which search engine and why, while Kieran’s survey takes a refreshingly personal view. I think that we can all learn a lot from such an honest and personal approach to what people think about each search engine and what attracts them to each.

Although the article was sent to me in text format (see below) Kieran was kind enough to send us a PDF link, which is far more attractive than just text.

PDF version of Kieran’s Article

Want help finding what you’re looking for on the Internet?

Brits probably spend more time in front of a computer screen each day than we do with our loved ones. Shopping online, checking e-mail, getting the latest news headlines, and, more often than not, navigating our way through the vast World Wide Web via search engines.

Nielson/NetRatings recently found that web surfers are conducting 39 per cent more online searches than we did a year ago, with four out of every ten searches currently being conducted through Google. But are Brits suffering from ‘sleep search syndrome’? Does the constant attention given to Google match up to its abilities and how does it rank against the competition?

Google.co.uk

Overview: Google is an institution and a verb in itself - the everyday term ‘to Google’ someone or something makes it one of the most recognised Internet brands to date. The ten blue links shown for each search term are characteristic of the brand, and the relevancy of the results is the reason why so many people return to Google everyday.

Tools: The links to search ‘news’, ‘images’ and ‘Froogle’ (it’s shopping site) are functional but lack the innovative and creative tools that are currently offered by other search engines.

What we love: The way the homepage logo is often adapted to reflect events and seasons - simple but genius!

Rating: FOUR STARS

Ask.com

Overview: With the butler now safe in retirement, AskJeeves recently rebranded to Ask.com and looks set to shake-up its nearest competitors. The new site looks clean and simple, without seeming unfamiliar, and offers a whole host of useful tools that really speed up everyday searches.

Tools: The homepage boasts a toolbox for basic searches like ‘weather’ and ‘dictionary’, whilst each search conducted offers a range of related search suggestions, allowing you to pinpoint exactly what you are looking for.

What we love: The mini binoculars icon next to most of the search results - hover your mouse over this and it gives you a preview of the site, saving you valuable click time.

Rating: FIVE STARS

Yahoo.co.uk

Overview: Yahoo! is still holding strong as the second most used search engine in the UK and was one of the first websites to offer free e-mail. The main thing that strikes you when you visit the homepage is the sheer amount of content, with news, weather, adverts and shortcuts mixed in with advertising.

Tools: The shortcut button at the top of the homepage makes it easy to navigate through the e-mail, finance and messenger sections of Yahoo.

What we love: Some search terms also offer video content within the results. For example, type in ‘Robbie Williams’ and Yahoo! offers the music videos for ‘Tripping’ and ‘Advertising Space’.

Rating: FOUR STARS

MSN.co.uk

Overview: Due to the success of Hotmail and MSN Messenger, MSN search has been around for quite some time. Like Yahoo!, MSN offers a busy homepage with tons of content including news and video shortcuts, as well as tons of news and lifestyle articles to read through.

Tools: MSN search offers the usual ‘image’, ‘news’ and ‘web’ searches for each term you enter, as well as a shortcut to the MSN shopping and a currency converter on the homepage.

What we love: MSN Encarta offers access to a whole range of additional tools such as the Study Centre, which offers helpful homework and reference tools and advice.

Rating: THREE STARS

AOL.co.uk

Overview: Another veteran of internet search, AOL has been revamped to look slicker and cleaner, and now offers mobile music downloads (courtesy of Jamster) to add further appeal. It does cheat a little in terms of its search functionality, as this is powered by Google. Thanks to a polished ad campaign recently, AOL is also trying to promote the idea of a community, encouraging users to discuss various hot topics.

Tools: No surprises - e-mail and instant messenger tools.

What we love: AOL Pictures allows you to upload and share your favourite pictures online, as well as edit and order prints.