Re: AltaVista Testing Paid Search Results

From: Danny Sullivan <danny_at_calafia.com>
Date: Thu, 15 Apr 1999 05:19:31 -0500 (CDT)

A couple of things - and hey, this was up on my news
page yesterday, http://searchenginewatch.com/news.html

First, I don't think paid listings are necessarily bad. We
already have them in the sense of doorway pages and doorway
page companies that charge by the click. It's too much to
explain here, but if anyone thinks results we get now are
"pure," then read this:

http://searchenginewatch.com/sereport/9808-certification.html

I'd prefer to have the search engines manage paid listings,
simply because with them in charge, rather than third
parties trying to see how to manipulate the rankings with
artificial pages, results should be better. It's also far
easier for advertisers to understand versus than all the
aspects involved in optimizing a web page.

Having said this, I don't want to see paid listings without
a stong increase in editorial picks. I think it is stupid
that if I search for Microsoft at GoTo.com, I don't get a
link to Microsoft coming up first. That's a reasonable user
expectation, and Microsoft shouldn't have to pay to make it
happen -- that's what the search engine should do for its
users regardless of payment.

I also have some serious concerns about how AltaVista seems
to have handled things so far. It's secretive, and I'm
getting all sorts of reports that initially there wasn't
going to be disclosure (which is essential), and then that
plans are changing as the word is getting out and the
questions have been coming in. It doesn't sound at all like
this has been well thought out.

I'd love to tell you more, but despite having asked
AltaVista and DoubleClick for more details back on the 12th,
they've yet to respond. I'm taking that as further evidence
that they don't really know what to say about the program
yet -- which makes me again think it's not well thought out.
I do expect to eventually have a wrap-up on the program that
will also explore the many issues that it raises.

As for search engine optimization companies going out of
business, I'm sure some will be harmed. But there's still a
great need for people to do all those simple and basic
things I've always said to do to capture the free traffic
available from very targeted terms. I also think smart
people will find a role in helping companies work with
DoubleClick and AltaVista to determine keywords and place
orders, just as people already handle banner buys. But
overall, from an advertising point of view, it's great --
simple to understand.

cheers,
danny
-----------------------------------
Danny Sullivan
Editor, Search Engine Watch
http://searchenginewatch.com


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Received on Thu Apr 15 1999 - 07:48:39 CDT