Re: Internet Keywords, RealNames

From: Michael Martinez <Michael_at_xenite.org>
Date: Sat 17 Jun 2000 00:09:34 -0600

SARA <saraz_at_microsoft.com > WROTE:
> It would be great to get some perspective on the future
> of Internet Keywords, specifically opinions on whether
> or not they are being viewed as slowly replacing URL's?
> I recently looked into a company called RealNames. They
> specialize in selling Internet Keywords and claim they
> are much more effective to list on your print ads, DM
> pieces, other forms of communications and actually have
> your customers remember them above a URL. The advantage
> of using RealNames vs. buying keywords from individual
> browsers is they are a one stop shop for this, if you
> buy a keyword with them it is set up on 70% of the
> browsers out there. I think this makes sense if the
> future of the internet is leaning in this direction,
> any feedback would be great.

Sara, I don't know if your Microsoft.Com address means
you work for Microsoft or not, but I believe I have
read that Microsoft has a financial relationship with
RealNames.

I used Realnames for a year and realized no appreciable
increase in traffic from them. Then they let
bookstores spam out their index, and on top of that
earlier this year (more than six months after I'd
decided not to renew with them), their database was
compromised and my credit card information from (now)
two years ago was stolen and used to purchase stuff on
the Internet.

After having discussed RealNames with other people at
http://www.searchengineforums.com/ I have come to the
conclusion that the value of their service is
hit-or-miss. And if you're going to be found in their
database at all, you need to be in early for a desired
keyword. Otherwise you get listed behind other people
and you don't have much of a chance of being found.
Relatively few search engine users seem to be using
the service anyway.

I have heard, however, that RealNames has been revising
their system, so my experience may no longer be
helpful to people, but I have no intention of going
back. They wanted me to use my domain name as my
keyword. When I pointed out to them that if everyone
knew my domain name in the first place they wouldn't
need a RealNames service, RealNames relented and agreed
to let me put my domain name at the end of my desired
search phrase.

But the service is not worth $100.00 a year to me. Nor
to many other people.

If anything, it just makes the searching experience
more confusing for the surfers. And as RealNames
user, you still have to promote your RealName.
Otherwise, people won't know to use it to find your Web
site. So, unless you want to just toss your hat in the
ring and hope someone randomly picks it up, you don't
stand to gain much with a service like RealNames.
It's a navigational system, not a promotional system.
They are fundamentally at odds with the Webmasters who
need to use search services for promotion.

Website promotion is no different from promoting a
brick-and-mortar business on the street. People don't
know where you are if you don't find some way of
telling them. They don't know what you are if you
don't find some way of telling them. They don't know
what benefits you offer them if you don't find some
way of telling. If you build it and do nothing they
won't come. And if you build a Web site and list it
with RealNames, you better hope you got the first slot
in the popular real name, because otherwise you are
wasting your money.

It's just like traditional search engine placement:
what good does it do you to be listed number 1 for
"mighty fine widget Web sites" on dozens of search
engines if everyone is searching on "widgets" and "good
widgets"?

There are no magic bullets. I wish there were.

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Received on Sat Jun 17 2000 - 01:09:34 CDT