Re: ONLINE-ADS>> Cloaked Search Engine Tactics

Jay Luker (jay_at_andover.net)
Thu, 08 Jan 1998 11:49:35 -0500

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Don Sullivan wrote:

> Your search always retreives a banner response, before the search is
> complete. This gives something to read while the search is going on, and
> let's you know that the search is proceeding. Soon, your results arrive.
> Your search results, however, often arrive with precision delays. Even
> during low net utilization periods, I beleive search results are often
> 'forceably delayed'.
>
You're partly right. Speaking as someone who designs pages in which ad
placement is of high importance, I can tell you that what you're
experiencing here is simply a matter of how your browser loads and
displays pages. Is is something that designers know about and exploit?
Absolutely.

Nesting HTML tables (tables inside of tables inside of tables) is a
common design tactic when pages need to be set up in complex layouts.
Sometimes, these nested tables can be complex enough that your browser
takes a few seconds to parse and display them (this can take even longer
when there's a search engine CGI script somewhere in the nest, as the
browser must first access that info before it can finish displaying the
table).

By making sure that the ads on your pages are above and outside of the
main, parent HTML table, you can exploit this little delay and give
viewers a couple of seconds of uninterrupted (and mostly un-annoying) ad
impression.

Love the list. Hope I didn't get too technical on you.

Jay Luker
Creative Project Director
Andover.Net
http://www.andover.net

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