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NONE: Re: ONLINE-ADS>> Search engines are dying
Re: ONLINE-ADS>> Search engines are dying
Keith Pieper (merle_at_specktrum.com)
Wed, 12 Nov 1997 11:47:55 +0000
Roy,
I would agree that searching is cumbersome, engines have lots of trash
in them, and have volatile information, and that perhaps there is an
inverse relationship with traffic derivatves between engines and
promotion. However, if you can quantify teh value of your traffic from
search engines and it has a positive ROI, regardless of how much traffic
your site gets from search engines, search engines are still an
important component of your complete marketing plan. Of course the ore
you advertise and promote through other channels the more your search
engine traffic seems insignficant. Consider your target market - are you
reaching all prossible prosects from search engines alone? PR alone?
Advertising alone? I assure you each one provides exposure to different
market segment. Furthermore, search engines are unique in that users
are in a "search mode". Often they don't know they are looking for you
until they stumble across your listing. Few medias offer a real-time
seek and find component. As far as spam and junk in engines and the
difficulty formulating an accurate search string - give it time. We are
so early into the technology. It can only get better. As far as
information that changes constantly - well you'd better have someone out
there that knows how to monitor and maintain your listing. Consider
search engines as any business environment - things are constantly
changing. If you can tell me that you don't often change your business
strategies to target the number one "position" in the market, let me
know what market you're in. The business world is volatile just like
search engines - you must invest in maintaining your competitive
position.
--
Keith Pieper
Chief Idea Officer (merle_at_specktrum.com)
Specktrum Idea Technologies (http://www.specktrum.com)
1603 Farnam St. Suite 214, Omaha, NE 68102, 402-346-0668
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