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Google's New Custom Search Engine Service and Links
October 24, 2006

Chris Sherman has a great write-up on Google's new Custom Search Engine service.  I highly recommend you read it ASAP.  As I read it, my link building antenna started chirping. Why? Because I'm a content publicist, and in my field, custom, i.e. vertical engines = new link and publicity opportunities.  There are many vertical engines as well as tools to create them.  Rollyo is one well known one and now Google is getting serious about it as well. 

What does it mean for link builders?  You need to make sure you identify any and all high quality vertical engines that fit your content.  Then, request inclusion by the vertical engine's editors.  This may be easy as submitting via form on the individual engine's site, or could require serious lobbying and begging, since by their very nature vertical engines tend to be picky.  It will always boil down to content.  You have to have the type and quality of content that adds value to the engine's results, or why would the engine's owners want to include your site in the first place?

Here's two sites operating Custom Google Searches:

Food and Agriculture - Search for information about food and agriculture recommended by the Food and Agriculture organization of the United Nations.  Pssst.  Hey Kraft. You in there yet?  How about you Dole?

RealClimate is a consortium of scientists who comment on articles related to climate change and global warming, to help non-scientists better understand the complex issues regarding this subject. 

These are just a couple examples. There will be more. Trust me.  So get your antenna up and look for the engines that fit your content on a regular basis.  I know what you're thinking..."LinkMoses, how will I possibly keep up with all these new Google Custom Search engines? Here's how: Check out the just launched CustomSearchGuide and also TrackEngine this page.

URLs for more information: Google Custom Search Engine
Featured Google examples: http://google.com/coop/cse/examples/

Link well my friend,

Eric Ward, aka LinkMoses
http://www.ericward.com

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About the Author
http://www.ericward.com/Eric Ward founded the Web's first service for announcing, linking, and building buzz for Web sites, back in 1994. His client list is a who's who of online brands. Ward is best known as the person behind the linking campaigns for Amazon.com Books, Weather.com, The Link Exchange, Rodney Dangerfield (Rodney.com), the AMA, and PBS.org. His services won the 1995 Award For Internet Marketing Excellence, and he was selected as one of the Web's 100 most influential people by Websight magazine in 1997. Eric is a 4-star speaker at Jupiter's Search Engine Strategies conferences, and publishes The Ward Report: Link Building and Content Publicity Tactics. Eric has written online marketing advice columns for MarketingProfs, ClickZ and Ad Age magazine. 

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