Google Success Story

From: Randy Mountain <randy_at_rankyou.com>
Date: Mon 12 Feb 2001 08:22:47 -0600

WOLTER TJEENK WILLINK <WolterW_at_ISDC.NL> WROTE:

>In my opinion, your marketing budget is much better spend on
>in-company web promotion, such a web site optimization and
>search engine positioning. Allthough the results of such
>and effort depend on the (number of) keywords you wish to get
>a higher ranking on, and therefore the type of business your
>in, it's a much better way to promote your business online than
>keyword bidding.


I agree with Wolter's statement and would even take it a step
further: forget about the search engines. Originally, search
engines were maintained on algorithms that check each web site
for a theme; ranking the most relevant web sites highest.
Eventually web designers learned how to manipulate the system.
To combat this, the search engines redesigned the algorithms
to- in addition to other factors -list sites that have been
around longer, and sites who were already popular among users,
to rank highest. While this has been great for Internet users,
it is bad for business. That is something is no web site
promoter can promise you...instant popularity.

So instead of paying your way into the top 50 search listings
for Keyword X, go advertise on the sites that are already there
(especially the ones with email registration forms). While you
may have gotten 2000 semi-interested visitors who remember that
they are one Back button click away from going to your competitor,
you can get more conversions from sincerely interested consumers
by putting a checkbox with your company name or product beside it
on the higher ranked company's registration page. This will
benefit your company both long and short term. Even if these
consumers don't bite right away they are on the company mailing
list. They signed up to receive information from your company for
a reason, eventually they will spend money.

However, if you are still convinced that you need to be ranked in
the search engines it might be a good idea to advertise with
pop-up windows. Although they can be very annoying, pop-up
windows are actual web pages that load inside. So every time
your ad pops-up you are getting a visit to that page.
Before you know it that page will be just as popular as the
competition's...and you killed two bird with one stone.

Randel Mountain
Vice President of Business Development
RankYou.com/TwistedHumor.com
v: 256-749-8880
f: 509-351-6409
Randy_at_RankYou.com





Received on Mon Feb 12 2001 - 08:22:47 CST