I-Search #036: BMW Blacklisted

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                    SearchReturn Discussion List
             "Understanding Internet Search Technology"
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Disa Johnson                                       SearchReturn
               http://www.searchreturn.com
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February 07, 2005                                      Issue #036
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                   .....IN THIS DIGEST.....

// -- FEATURED POST -- //

           "Search Conversion Rate High"
                     ~ Mike Banks Valentine

// -- CONTINUING DISCUSSION -- //

           "Big Brand Spam"
                     ~ SearchReturn

           "Search Conversion Rate High"
                     ~ David Temple

// -- ESSENTIAL NEWS -- //

           "New Fees Possible"

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// -- FEATURED POST -- //

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==> TOPIC: SEARCH CONVERSION RATE HIGH

"Search engine referrals convert at a rate twice that of other
sources."

From: Mike Banks Valentine 

Gotta Love that PR machine and obvious study findings

Search Engines Have More Than Twice the Conversion Rate of Other
Acquisition Sources, According to WebSideStory, owner of HBX Web
analytics service and software. This "news" from WebSideStory
should surprise no one. This report essentially says, "When
people are searching for something, they are more likely to buy
it".

No! You've got to be kidding!

But the very bizarre shortcoming in this conversion stats "news"
is that it lumps PPC advertising (SEM) in with organic ranking
(SEO), thus confusing the issue of the value of either source -
or separating out which is more effective (according to HBX
aggregate stats - which presumably could answer that question).
Blame that on mass consumption targeting of this release?

A callout quote to the right side of this press release
emphasizes "Direct navigation Still Ranks No. 1, However,
Highlighting the Importance of Branding and Customer Loyalty in
Converting Visitors". More dramatic news there! If someone knows
your web address or has bookmarked it, they are more likely to
buy than if they have never purchased from you, never heard of
you, or have never visited your site.

I'm afraid that they are only speaking to giant corporate
entities there, since the vast majority of small business cannot
do significant "branding" and is excluded from this avenue of
endless Web traffic - as pointed out near the bottom of this
release. The select sites used in this study generate more than
$3 billion in annual sales online in five categories, including
apparel, toys, computers and electronics, sports and leisure, and
other." Of course that size of companies are the only ones who
would be willing to pay for such obvious conclusions drawn in
this report.

The headline of the release emphasizes that "Search Engines Have
More Than Twice the Conversion Rate of Other Acquisition Sources"
Then lists those "other" sources as "Internet Links", which:
Includes banner ads, affiliate marketing links, shopping
comparison engines, and other referring links.

Looks as though this release was timed to increase HBX sales for
WebSideStory at a slow time of year.

Mike Banks Valentine
http://www.RealitySEO.com

 

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// -- CONTINUING DISCUSSION -- //

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==> TOPIC: BIG BRAND SPAM

"Matt Cutts calls out mom and pop sites in his blog for keyword
stuffing using invisible text, but the moneyed cheaters go
without notice somehow. Apparently Matt Cutts has replied."

Hello everyone,

Matt thankfully has seen fit to treat one big brand similarly to
smaller sites that are removed all the time. This story will help
search marketing professionals that are white hat provide a real
case where a major brand was severely punished for spam. While
big brands have been punished in the past, the BBC lends the
story badly needed credibility. Even a short drop in search
traffic can mean huge financial damage. It is also true that
reinclusion does not mean springing back to previously held
positions.

http://news.bbc.co.uk/1/hi/technology/4685750.stm

More fun with the story by Danny and Dave:

http://blog.searchenginewatch.com/blog/060207-093235

The denial by BMW that it was not trying to mislead search users
is completely disingenuous. People searching [used cars] should
never be presented with BMW's site. You cannot get what you want
from that search result. The fundamental issue is that BMW was
occupying space that needs to be reserved for much better matches
on that query. If they want to advertise, they should pay for
AdWords. AdWords should always cost less than optimization that
gets a blue screen of death and requires a total restart.

Stay Tuned,
-SearchReturn

 

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==> TOPIC: SEARCH CONVERSION RATE HIGH

"I've asked them if they understand that they're going to lose
the client when the client realizes that their half a million
dollar web site doesn't show up in the search engines. Their
response? 'Oh, they won't notice.'"

From: David Temple 

Jennifer,

I really enjoyed your post about FTD. I can't believe it. Do you
think this story will get enough notice to make a difference? All
I know is this is the most misunderstood industry in the world.
He probably figured he could do it himself, you know, put in a
few meta tags here and there and sprinkle some keywords about,
yeah anybody can do that. Anyway I ramble. Keep on postin'

David

David Temple
Chairman
China Search Marketing Tour

 

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// -- ESSENTIAL NEWS -- //

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==> New Fees Possible

http://www.searchreturn.com/digest/refs036.shtml

Essentials: Communications companies would like to charge for
usage of their high-speed infrastructure. Verizon specifically
want their investments to earn fees for usage by Google-type
companies. Access is normally paid at both ends of a data
communication, providing unfettered access to connect with any
site a user wants. Data transmission across high-speed lines is
not associated with fees that could result in limiting such free
access. A 1996 telecommunications law requires this to establish
net neutrality. Lawmakers are now debating legislation that could
allow new fees.

 

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