NONE: Re: ONLINE-ADS>> Search Engine Optimization = Waste of Time
Re: ONLINE-ADS>> Search Engine Optimization = Waste of Time
Mark Montgomery (markm_at_gwin.net)
Tue, 17 Nov 1998 05:05:33 -0600 (CST)
STEFAN STEFANOPOLUS WROTE:
>Case in point: Prior to incepting Beetle Buzz, I ran a
>personal site dedicated to the Honda Prelude Type SH. Due to
>the branding of the car and mainstream exposure in
>conventional media, a search for "Honda Prelude Type SH"
>yielded my site right at the top -- or darn close. Also, the
>plain-Jane title of that site was "Honda Prelude Type SH."
>Hits and feedback steadily rolled in.
>
>With Beetle Buzz, I found I never came up in the top ten or
>top twenty or even top fifty, because no one was doing
>searches for "Beetle Buzz." Now, I've revamped the page with
>such little things as the main-page title, which now reads
>"Beetle Buzz -- New Beetle In Particular, Volkswagen In
>General."
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
This brings up something that bothers me about the nature of
keyword search engines that we apparently won't overcome by
using keywords only. We had similar challenges with Virtual
Franchise because most people searching for the word
"franchise" were seeking information on Burger King or
Comfort Inn franchises, not strategic marketing and
education. Some suggest that we made a mistake in naming the
site- well maybe, but the original intent was to provide
many of the same services of a traditional franchise- that's
where the 'virtual' comes in, but it just doesn't translate
with most robots well, they are too stupid yet. So some
didn't get it but others really got it, notably the
franchising industry who were all over us.
One of the reasons branding works so well on the Web is
because the technology has a built-in bias for the status
quo. Whether it's the domain name, the default browser
configuration, or mindshare brand names, it's become pretty
difficult to find anything other than a brand.
I use different search engines for different functions, but
I must say that Yahoo!'s indexing by topic is more fair to
those without 98% of the world's minds already dominated,
which is of course 99.9% of the software and hardware
buyers, and the customers of the advertisers. Of course they
more than make up for it in the advertising pricing scheme
but some networks do at least offer some lower priced
options that are also targeted.
The result is the opposite of a level playing field and
ultimately consumer choice. Just like the old traditional
distribution channels (and perhaps worse), the consumer
won't even know that a choice exists. Ironically it is
precisely the niche businesses that need to bulls eye
marketing, the brands by there definition are engaged in
mass markets. Not only is this a disturbing trend, but also
will ultimately bring about increased regulation if the
trend continues. You can take that to the bank.
And while we are on the subject of dishonest publishers,
executing felonies (fraud) is not tolerated in our network.
In fact it's not even in the realm of options. Please do not
send your business to anyone known to engage in misleading
anyone. The existing obstacles are sufficiently challenging
without rewarding thieves.
Mark Montgomery
Founder & CEO
http://GWIN.NET
Independent Global Business Network
http://gwin.net/pp/presents/index.htm
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