Re: search vs. content (was RE: Interesting article)

From: Rob Frankel <rob_at_robfrankel.com>
Date: Fri 15 Jun 2001 09:43:31 -0500

BRANDI JASMINE <brandi_at_brandijasmine.com> WROTE:

>Okay -but why? Why are 100,000 page-views on the results
>page for a particular search term be worth any more than
>the same number of page-views on any one of those sites
>that might come up in that search? Is there any evidence
>that the click-throughs on a search for "cars" for example
>are higher on Yahoo than they would be on BobsAutos.com?
>Why can Yahoo charge what it does, when Bob can't
>even give his inventory away, and would be happy for a
>quarter of the price?

>Can anyone explain this for me in a way that makes sense?
>Or will this be more corporate Dilbertesque logic I can't
>understand?

TO WHICH BRIAN SHEPHERD <Brian.Shepherd_at_TechnologyReview.com> REPLIED:

>What a great point and well put Brandi! I don't know
>the answer, but my guess is that you'll hear a buyer
>say it's about getting in front of the user when they
>are in the mindset to go to a different place. For
>instance, is it better for Ford to be on a page when a
>user is looking for a site on "cars" and may be willing
>to go someplace that has information on cars. Or, is it
>better to be on Bob's Autos site where theoretically a
>user comes to the site to engage in Bob's content, and
>not necessarily go off to look at other sites. I don't
>agree with this mentality, I'm just guess this is what
>you'd hear a media buyer say. Does it make sense?
>Absolutely not.

I'll tell you why: in corporate America, it's easier
to blame numbers than take responsibility for judgment.
Blaming the data saves more jobs than all the government
programs combined.


Rob Frankel, "Yes, I really do turn users into
 evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
FrankelTips Weekly at: http://www.FrankelTips.com
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Received on Fri Jun 15 2001 - 09:43:31 CDT