NONE: ONLINE-ADS>> Is this a classic problem?

ONLINE-ADS>> Is this a classic problem?

Blitz Design (
Fri, 27 Sep 1996 00:36:34 -0500

I hope that the members here can offer some perspective on a problem.

I am working for a client who is running, in my estimation, a very unique
web site. Without getting too specific, it's devoted to value-additions to
folks traveling to a certain location. Persons would head over to his web
site to help them save money on their trip.

He's listed on all the search engines, numerous times. So, I feel he's
covered there. However, he's quite obsessed with getting toward the top of
the lists under certain terms. I've helped him, but I feel that trying to
fight the search engines for a top spot that will not remain his is futile.
There's are a few tricks to get to the top, but it's certain that he won't
remain there. Not only are there hundreds (thousands?) of listings poured
into the search engines everyday, but it seems that the engines keep
changing their schemes on how people are listed. Am I right?

Anyway, I don't want to diminish the effectiveness of search engines.
Whenever I want information on something new, I go to the search engines.

However, I feel that negotiating reciprocal links, advertising, and PR are
going to be what brings qualified hits to his web site.

I'm not sure I am communicating this to him well enough. He's concerned
that he will spend a lot of money for little effect. I'm trying to narrow
down the risk for him, but I feel that you can only target down to a
certain point. There's no guarantee that a person will click on an ad, but
I can put it in an area that travelers who are interested in a particular
city will see it.

He's been spending some of his own money for print ads in regional
publications. And I've been getting certain web sites interested in
newsworthy items for editorial.

My questions: Am I wrong in my estimation of the search engines? If he were
to find a bullet-proof way to remain at the top spot of the listing when
someone types a certain keyword, will it do him any better than finding
editorial and advertising means to promote?

What is your take on this?


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