Archives for February 2004

Internet Marketing News and Articles

Everything you ever wanted to know about Google – From Wired Magazine. Ah, they left this out though: United States Patent 6,678,681

Here’s a decent article on what you should know about Web Analytics – From iMedia Connection

SEMPO Gain New Sponsors: Google, Overture, and GO TOAST – This is a great thing, to see more major search properties acknowledging SEMPO. SEMPO’s charger is to increase awareness and promote the value of search engine marketing services.

Why Yahoo Discontinuing Google Results May Cost You Even More Money – You can pay to be included in Inktomi and for now, show up in Yahoo default search results. This article by Mike Grehan, explains how Yahoo will discontinue automatic inclusion for Inktomi paid inclusion in exchange for another index, which will need to be paid for separately. i.e. – you’ll have to pay Yahoo and Inktomi separately.

Nielsen NetRatings Search Engine Ranking

Snippet: “Search engines continue to be the primary tool people use to navigate the Web,” said Jason Levin,
analyst, Nielsen//NetRatings. “With the big search players having recently updated their search
capabilities, Internet users should expect to find even better search results from the major search engines
in the near future.”

The release reported search engine rankings according to Unique Audience and Active Reach.
1. Google – 39.4%
2. Yahoo – 30.4%
3. MSN – 29.6%
4. AOL – 15.5%
5. Ask Jeeves – 8.5%

These are the search properties that account for the vast majority of all search engine use. Not ranking well on these engines means lost opportunity. The most important reason users gave for using search engines was “can find relevant information”. Which is interesting given all the changes Google has been making to improve it’s results and Yahoo’s decision to rely on Inktomi rather than Google for default results.

LookSmart Looking Bad – Inktomi Looking Good

The loss of MSN as a major client really hit LookSmart hard. It’s a familiar scenario – remember what happened with RealNames? They say they’re restructuring, but how will LookSmart ever make up for losing such a huge client? Article from Media Daily News

New results on MSN search will come from Inktomi, which is now owned by Yahoo. Inktomi will also power the default search results on Yahoo since the relationship with Google is terminating. If a website is not ranking well with Inktomi sourced search engines, then any traffic from Yahoo and MSN will pretty much disappear.

It’s important to diversify sources of online traffic more now than ever. After Google shook things up a bit last December and in January this year, many web marketers have re-evaluated their obsession with Google, and started to look more seriously at other avenues of traffic. I have no doubt Overture and Google AdWords PPC revenues are up.

Google, Tuples and DIPRE – Oh My

Here’s an interesting tidbit from Google: A recent patent filed by Sergey Brin for their search technology “invention” that describes some of the inner workings of how Google ranks pages. After reading this you’ll either: a) get very excited b) fall asleep

If you’re interested in that, you’ll also like the classic “The Anatomy of a Search Engine. I’m sure there are a few out there that would like to see a digested version of this information that provides specific web development and copywriting guidelines. For the most part, it’s still true that a site with robust, quality content that is well-linked will do nicely on Google.

Study Shows Online Search Queries Becoming More Complex

According to a study conducted by OneStat, two- and three-word searches are the norm for Web searchers. Nearly 33 percent of a sample of 2 million Web searchers monitored in the past two months used
two-word queries and 26 percent used three-word queries.

Another thing I would like to add here is that, in my opinion and based on experiences with our clients and our own online marketing, more specific search phrases tend to convert at a much higher rate than broad search phrases. Queries on general terms typically yield clicks on most first page results as the searcher is “kicking tires” for web sites that contain the desired information. With a more specific query, the likelihood of conversion is greater because the intent is to find a very specific item. When a search results matches the search term exactly, the searcher drills down into a specific site to conclude the search.