Re: AltaVista Testing Paid Search Results

From: Marshall D. Simmonds <mds_at_mmgco.com>
Date: Fri, 16 Apr 1999 09:30:25 -0500 (CDT)

Hi Everyone,

My naivete was shattered when I came to the realization that
the very SEs we deal with daily, are all about the money
(gasp).

I have noticed a flaw in the Alta Vista logic. From my
extensive research, and that of my colleagues, there is no
data to support a higher click through rate, based on top 30
placement. Sure a top ten may get a better CT than a 25
placement, but part of establishing realistic expectations
with out clients is educating them, so they understand that
if my efforts don't achieve that number one positioning;

1. I have not failed

2. it won't effect traffic to their site.

<<The first search result is extremely visible.
Keyword-triggered advertising yields highly targeted users.
Automatic advertiser credibility as first listing>>

Another point I make in educating the client is that of
writing good copy. When I achieve a top 10 placement, it
doesn't matter where the URL sits 1-10, what is integral is
the description. The META description IS your sales
message. Its purpose is two-fold, it must be written in a
way to entice viewers/potential customers to click though,
while feeding the engines with valuable keyword phrases.

Bottom line: I'm still shooting for top 30 placement on all
of the Big Six.

Will the others follow suit? For now "they" say no, but keep
in mind there's still money to be earned and small
businesses yet to gouge.

Let just hope the remaining 5 are a bit more forthcoming
with their true intentions and don't fill my screen with
this "we are trying to better serve you with more accurate
results" rhetoric.

Make your opinions known to AV, simply CC them with your
response post:

search-support_at_altavista.com
info_at_doubleclick.net

Anyone up for a revolution?

-Marshall Simmonds

Chief Search Engine Strategist/Moderator I-Search Digest
Multimedia Marketing Group, Inc.
http://www.mmgusa.com
http://www.audettemedia.com/i-search/
mds_at_mmgco.com


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Received on Fri Apr 16 1999 - 10:38:35 CDT