Search Engine Optimization

There is, and always has been, a working effort by search engines and online portals to maximize the average visitor session length. Until recently, such efforts primarily involved offering free online tools (email, instant messenger, job databases) and entertainment (fantasy sports, flash games). Though effective for their purpose, these techniques required both costly development time and bandwidth usage.
In the past several months, savvy search engines have begun to realize the importance in improving the value of their search function itself as the essential tool for keeping visitors at their site for longer periods of time. Such applications, pioneered by AOL in its heyday, include imbedding keyword "shortcuts" into the general search field. Today, market leaders Google and Yahoo are introducing advanced search options that provide users with specific sources of information based on the syntax of each search.
A select few search shortcuts include the following:
_______________________________________________________________ Google Keyword Function:

define KEYWORD Displays definition of target keyword as found on various online sources as well as link to the page from which the definition was cached.
fedex NUMBER Provides link to delivery status of FedEx package with tracking number provided.
patent NUMBER Provides link to US Patent Office information on the patent number searched.
STOCKSYMBOL Provides link to Yahoo! Finance stock "Quotes & Info" page in Google frame.
ABR airport Provides link to FAA airport status information page, including real time weather and flight delays.
_______________________________________________________________ Yahoo Keyword Function

define KEYWORD Displays snippet of the definition of target keyword as found in the American Heritage Dictionary as well as link to the entire definition at Yahoo! Education.
map CITYNAME Provides map of city provided.
map ZIPCODE Provides map of zip code provided.
weather CITYNAME Provides local weather and link to 5-day forecast for city provided.
weather ZIPCODE Provides local weather and link to 5-day forecast for zip code provided. news KEYWORD Provides several news headlines related to keyword.
_______________________________________________________________ There is a strong likelihood that the number of worldwide searches of the above syntax will increase in frequency as more people come to recognize their utility.
Is there an opportunity for us, as search engine marketers, to capitalize on the growing presence of keyword shortcuts?
Because each of these shortcuts is driven from generic search boxes, normal search results are displayed below the featured shortcut result. We can, therefore, treat the shortcut input as a typical keyword phrase.
As the person who performs such searches is already looking for the shortcut function, they are more likely to ignore normal search results. Thus, one should not expect a high clickthrough rate when targeting shortcut search terms. Despite the fact that the shortcut result is set apart from normal results by a graphic or special indentation, there is some potential for increased visibility; we can expect that top two or three rankings will be seen by hundreds if not thousands of additional users each day. The branding implications could be substantial.
By Jason Mills
www.topsitelistings.com