Re: AltaVista Testing Paid Search Results
RICHARD HOY WROTE:
"If I were a search engine optimization company, I'd be
>worried. If this catches on, no one will need their services
>anymore."
>
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I personally suspect that this is a situation that most
optimization companies have expected. This could be a bit of
a gamble on the part of the optimizers, but I believe that
search engine surfers are looking for the most relevant
search return; not the most profit oriented search return.
If this is correct it suggests that the majority of viewers
who use Altavista as a search engine, rather than a portal,
will be migrating to other search engines or at least
looking deeper in the search results before choosing one.
And I suspect that even Doubleclick will have a hard time
selling positions 11- 200; this means that the optimization
companies will still be able to work with Altavista.
I would be interested to know how the CPC model affected
GOTO.com's total page view inventory per month. Perhaps the
revenue stream built by the CPC's is the financing behind
their affiliate programs. Any comments from GOTO.com?
If the implementation of the CPC model actually increased
their page views - Why? Because of the traffic developed
through the affiliate program or because viewers appreciate
the candor offered by GOTO.com?
Bottom line- What does an optimization company really sell?
The potential for qualified viewers. The optimizers are
going to go where the traffic is and if they can't place
submissions in Altavista they will just increase their
efforts and work elsewhere.
Do I sound like I support the idea of optimization
companies? Definitely.
If a company hires a design firm which does not understand
search engine algorithms then their site has a less than
nominal chance of appearing in the upper ranks of a keyword
search. This means no back end support for the 'branding'
gained from a banner campaign as well as isolating your site
from a market which is actively pursuing your products or
services.
Options- Totally rebuild your website, hire an optimization
company, or buy listings on GOTO.com and... Altavista.
Good luck in all of your searches-
Fred Warner
Account Executive
warner_at_wiredsolutions.net
Wired Solutions L.L.C.
http://www.wiredsolutions.net
http://www.bionicarts.com
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Received on Thu Apr 15 1999 - 07:49:13 CDT
