Re: ONLINE-ADS>> Question of ethics...

Bill Hayhow (bhayhow_at_marketplacegroup.com)
Fri, 8 Aug 1997 08:09:41 -0400

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Opinions:

1) Definitely use META tags. The DESCRIPTION tag is vital to allow you to
specify the paragraph of text that is displayed by some search engines as a
description of your site when it appears in a search results listing. The
KEYWORDS tag allows you to add additional words (that may not appear in
your DESCRIPTION tag or the text of your home page) that a searcher might
use to find your site. Both tags allow you to include words on your home
page that may only otherwise appear at lower levels within your site -
words that may be vital to bringing visitors to your site.

2) How far to go in taking advantage of keywords? I advocate "aggressive"
but not "obscenely excessive". If a person might know the name of one
subsidiary of a company, but not others, it is not unreasonable to include
the company names in keywords. While browsing, I find serendipitous links
are often the most valuable.

3) On the one hand, no, we don't need to pollute the search engines with
bogus listings. On the other hand, the search engines are increasingly
sophisticated in ranking search results and we searchers are increasingly
sophisticated in refining our search terms/criteria. If you get too many
useless hits, perhaps you need to improve your search and/or ranking
criteria.

Just my 2 cents...

Bill Hayhow
Marketplace Solutions
bhayhow_at_marketplacegroup.com
(810) 473-5900

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