Re: Yahoo!

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 28 Nov 2000 13:59:08 -0500

BARBARA SYBAL <gfx_at_gfxinc.com> WROTE:
> My site is listed in Yahoo!, but unfortunately it's
> placed so deep into a regional category that I hardly
> receive a blip of visitors from them.
>
> As a somewhat biased observer, Yahoo! appears to
> favour Americans ... if my site was listed along side
> my competitors, I'd be dancing on the rooftops.
> Ironically, over 90% of our online sales are from
> Americans, so why Yahoo expects that non-American
> sites choose a regional category is beyond me.

Barbara has hit on something that I hope people won't
overlook: placing all your eggs in one -- or even
three -- major baskets won't do squat if that's all
you rely on. For my money, the web is about being
ubiquitous, not just on search engines. Sure, they
help. But if you look at it from another point of
view, they're also where you have the most
competition.

Better to launch an effort of a more horizontal nature:
more sites, spread out among the audiences that are
psychographically compatible with your brand. It's
really effective.

I, for one, don't believe in paying search engines for
placement. And I get all my business from the web.
What I DO believe are all the calls from interested
prosepcts who say stuff like, "Man, whenever I do a
search on (in my case) branding, every site I go to
mentions you."

Uh-huh.

Hey, I'm NOT dumping on search engines here. I'd love
to be #1 on every one of them. But there are billions
of pages out there and only 10 top slots. Ya gotta
have another strategy and scattering those
brand-compatible seeds is a heck of a good one.

Did I mention it's free?

Rob Frankel, http://www.robfrankel.com
Big Time Branding Guy and Author of "The Revenge of Brand X: How to
Build A Big Time Brand on the Web or Anywhere Else" & "The Frankel
Tapes -- Volume One" on sale now at http://www.revengeofbrandx.com





Received on Tue Nov 28 2000 - 12:59:08 CST