----------------------------------------------------------------- SearchReturn Discussion List "Understanding Internet Search Technology" ----------------------------------------------------------------- Moderator: Published by: Disa Johnson SearchReturn http://www.searchreturn.com ----------------------------------------------------------------- February 07, 2005 Issue #036 ----------------------------------------------------------------- SEND POSTS: ----------------------------------------------------------------- Refer a friend: http://www.searchreturn.com/subscribe.shtml ----------------------------------------------------------------- .....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" ----------------------------------------------------------------- // -- FEATURED POST -- // ----------------------------------------------------------------- ==> 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 ----------------------------------------------------------------- // -- CONTINUING DISCUSSION -- // ----------------------------------------------------------------- ==> 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 ----------------------------------------------------------------- ==> 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 TempleJennifer, 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 ----------------------------------------------------------------- // -- ESSENTIAL NEWS -- // ----------------------------------------------------------------- ==> 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. ----------------------------------------------------------------- Got feedback?: http://www.searchreturn.com/feedback.shtml Archives: http://www.searchreturn.com/digest-archive.shtml Alternate formats: http://www.searchreturn.com/info-formats.shtml Manage Subscriptions: http://www.searchreturn.com/help/manage-subs.shtml Problems unsubscribing? Contact the postmaster: mailto:postmaster@searchreturn.com Information on how to sponsor this publication: http://www.searchreturn.com/help/advertise.shtml Published by SearchReturn http://www.searchreturn.com Website Membership: http://www.searchreturn.com/register.shtml The contents of the digest do not necessarily reflect the opinions of SearchReturn or Disa Johnson. SearchReturn and Disa Johnson make no warranties, either expressed or implied, about the truth or accuracy of the contents of the SearchReturn Digest. Copyright 2006 Disa Johnson. 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