I-Search #048: Rankings Suit

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             "Understanding Internet Search Technology"
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Moderator:                                          Published by:
Detlef Johnson                                       SearchReturn
               http://www.searchreturn.com
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March 23, 2006                            SearchReturn Issue #048
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                   .....IN THIS DIGEST.....

// -- FEATURED POST -- //

           "Google Rankings Suit"
                    ~ Jennifer Laycock

// -- ESSENTIAL NEWS -- //

           "Offline Conversions"
           "Goodbye Zeal"

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// -- FEATURED POST -- //

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"Our US Constitution entitles people to freedom of speech. Are
rankings in Google a constitutional right guaranteed by freedom
of speech?"

From: Jennifer Laycock 

I am so sick of this argument. A right to free speech does not
also guarantee a right to an audience and especially does not
guarantee the right to a *provided* audience. Why companies
believe that Google, an autonomous company, owes them *anything*
is beyond me.

Can I sue a reviewer if they don't like my product? Can Chrysler
sue J.D. Power and Associates for not awarding them the "Car of
the Year" award every single year? Can every company that didn't
win "Car of the Year" sue? If I stop all other forms of marketing
because I'm doing great via word of mouth, can I sue my former
customers when they stop recommending me?

To pull a quote from my own diatribe on the issue...

Makes me wonder if I should go start filing suit against the
people that don't sing the praises of Search Engine Guide to
everyone they know. After all, we'd be making a lot more money if
everyone with Internet access told everyone else with Internet
access to come and visit us. If they're not going to do that, we
clearly need to take them to court to explain to them that our
right to free speech means that they have to start promoting us.

Think it'll work?

-Jennifer Laycock
Editor - Search Engine Guide

 

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// -- ESSENTIAL NEWS -- //

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==> Offline Conversions

http://www.searchreturn.com/digest/refs048.shtml

Essentials: Media Metrix reports 63% offline conversions for
sales that originated with search. The study was sponsored by
Google, and a significant number of consumers and product
categories were tracked so findings are accurate and compeling.
There is inference that without a physical store, marketers may
not be able to realize the additional conversions at the same
rate as reported. It can still be concluded, however, that
additional conversions are being made by email, fax or phone than
are shown by analytics packages.

This information comes at a time when the WSJ reports that online
sales are increasing for larger items. According to Media Metrix:
"A number of retailers have noticed a significant jump in online
sales of big-ticket items, like refrigerators and treadmills.
Furniture, appliances and other equipment rose 34% during the most
recent pre-Christmas holiday period from a year earlier." BestBuy
reported more than 40% growth over December 2004. Particularly
strong, TV sales from its Web site grew three times as fast as TV
sales in stores during 2005 over the previous year.

 

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==> Goodbye Zeal

http://forums.digitalpoint.com/showthread.php?t=67777

Essentials: For a short time, the Zeal Directory served as a
backdoor to gain entry to Looksmart. Looksmart had long powered
the first 15 results at MSN. After the Microsoft partnership
ended, Looksmart quickly deflated in importance and has not yet
recovered.

 

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