RE: re[2]: FN-FORUM search engines

date posted 28th January 2002 13:06

I agree with some of your points, however i do not agree and will not give
into the PPC model in general, there is one big problem with it.
As surfers become more aware of advertising on the web (note; recent court
cases re notification of a PPC entry to the user that it is a paid advert)
so they will shy away from paid placements, reconising them for what they
are 'paid ads'. More people will move to non PPC engines and directories to
get true information and resources rather than 'retail company ads' that may
be appropriate or not (as the PPC comp sees fit).
The recent addtion of Overtures results Yahoo and MSN shows the scrabble for
those resources to make a buck and in no way to improve the surfers
experience (IMO it distracts from it). This IMO will drive the user to
resourses such as Google, who use paid ads in a much better way.

If you have been in SEO a while then you will know PPC is easy, keyword
research is at the core of optimisation and carries over easily to PPC, but
if you stay on that track you may lose sight of the changing SEO ways.

Apart from that its to expensive!

My 2p

Mike




-----Original Message-----
From: [EMAIL REMOVED]
[EMAIL REMOVED] Behalf Of David McGuire
Sent: 28 January 2002 12:30
To: [EMAIL REMOVED]
Subject: re[2]: FN-FORUM search engines


>> Ah, but, the trick is doing it without PPC.

>> If you are in a top competitive market place then aim at the more
obscure
>> words / phrases and save yourself a mint and many headaches, unless of
>> course you are on a branding / market awareness exercise

I agree to an extent; however, the market is clearly moving towards PPC more
& more quickly, so it will become ever rarer to get top 3, then top 5, then
top 10 by traditional optimisation alone, as the marketplace gets more &
more crowded.

When you think that the difference in traffic from positions 1 & 2 is often
as much as 40%, and 1 & 5 frequently 300%, it puts this in context.

Increasingly, your point about finding niche markets is applying more & more
to the PPC market itself anyway, as the really obvious terms get bid into
the stratosphere. Plus these visitors can be better targeted anyway - think
of the difference in conversion rates between "holiday" and "buy holiday in
cyprus online".

In either case, the real trick is to do your homework to find the search
terms which will provide the right levels of targeted traffic, where
competition is still relatively low. This takes a bit of work & experience,
as obviously some phrases are so niche as to bring you hardly any traffic at
all while others are so generic as to bring you into high-level competition.

This research is usually where I find myself adding value to my clients'
campaigns. It's also the reason that most of my clients have previously
tried promoting themselves and then come to an agency.

Just my 2p

David.

_________________________________________
Neutralize (**)
Independent Online Marketing Services
T/F: +44 (0)1209 210910
E: [EMAIL REMOVED]
U: http://www.neutralize.com
_________________________________________

Order Forms are subject to the Terms and Conditions available at:
http://www.neutralize.com/termsandconditions.txt

The information transmitted is intended only for the person or entity to
which it is addressed and may contain confidential and/or privileged
material. Any review, retransmission, dissemination or other use of, or
taking of any action in reliance upon, this by persons or entities other
than the intended recipient is prohibited. If you receive this in error,
please contact the sender and delete the material from any computer.

The contents of an attachment to this e-mail may contain software viruses
which could damage your own computer system. While NUERA Limited has taken
every reasonable precaution to minimise this risk, we cannot accept
liability for any damage which you sustain as a result of software viruses.
You should carry out your own virus checks before opening the attachment.

===============================================================
= SAVE TIME *AND* MAKE MONEY! with Neutralize (**): =
= Generate bespoke quotes for Online Marketing Services. =
= Resellers info at http://www.neutralize.com & 01209 210 910 =
===============================================================

**************************************************************
*** Sponsor the forum for as little as £1 at: ***
*** ***
*** http://www.freelancers.net/cgi/sponsor.cgi?action=show ***
**************************************************************


Freelancers and Freelance Jobs:
http://www.freelancers.net

Forum FAQs:
http://freelancers.netrickery.com

To unsubscribe please email:
[EMAIL REMOVED]

If you have difficulties unsubscribing please email:
[EMAIL REMOVED]