Re: Search engine promotions

From: John Gaskill <gm_at_info-central-usa.com>
Date: Mon 05 Mar 2001 10:20:17 -0600

DEBORAH PUCKETT <dl.puckett_at_gte.net> WROTE:

>The days for freebies have come to an end on the
>internet. What has started as a way for small businesses
>to be equal with big business is over. That is the price of
>capitalism. Only the really unique sites with unique products
>or services will survive.

The era of freebies has not ended on the internet.

What has ended was the concept that "big" advertisers,
i.e., those who buy national TV and print advertising,
could be talked into subsidizing free advertising on
search engines for all the rest, i.e., small businesses.

No ROI, no pay. That is one thing big advertisers
have learned. That is one of the reasons they are big.

Small businesses can still have an advantage on the
internet if they do their homework in advance. As always,
the key to beating the big guys is offering something that
people want that the big guys are not offering or are
unwilling to offer, or offering it in a novel or unique way.

Sometimes, beating the big guys means you have to
rethink how you approach the marketing of your business.
Reducing things to basics sometime helps you see
what you must do. Can you give better service to
clients in your local market? Advertise locally... etc.

>Others with big competition will not {survive}, unless they
>have money to back them up. The fact that Yahoo will not
>submit business sites for free any more is a sign. It will
>be business as usual off or online. (this is just my
>personal option of things to come).

Why should Yahoo or any other search engine accept
business listings free when businesses have to pay to
advertise elsewhere. When businesses have to pay
big fees for Search Engine Optimization, the SEs took
a look and said, "See, they'll pay." The rest was natural.

>Time to look into what your business means too you,
>and find capital for it. It has always taken money to make
>money and that is not going to change. A huge
>disappointment, especially for me as I am poor. (even
>though I was hoping, I knew deep down in side there
>was no such thing as a free ride) that is the way it
>is. And yes the search engines will be a failure to us,
>but not to themselves. They will be making a profit,
>but who is to say they shouldn't or can't, we do not
>live in a socialist society they do not owe us anything.
>After all they did start the business and they should
>make some money.

Capital is not the solution to everyone's problems
(witness all the witless dot.bombs that have been
well capitalized) although it helps to have money.

It's hard work to be a rock star because it takes
playing a lot of bummer gigs before you play the
stadiums (no money for nothing and chicks for free).
This is the stage that many are going through now.

Hang in there and keep working. Recognize that
the "free lunch" exists nowhere in the universe.

Familiarize yourself with new media and options
and don't be afraid to embrace or reject them if
your common sense tells you people won't use
them. But most of all, test them.

>Maybe we should have been smart enough to buy stock
>with them :-D Then we would be rich also.

Only if you sold them at their peaks. In many cases
you could have lost your investment. (Alta-vista, Looksmart,
etc.)

My $ 0.02.

Regards all,

John Gaskill
gm_at_info-central-usa.com



Received on Mon Mar 05 2001 - 10:20:17 CST