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Thursday, August 12th, 2004

Yahoo Anti-Spy Toolbar

Yahoo has released a new version of its toolbar that targets, explains and eliminates spy-ware and ad-ware programs. Installed without user knowledge, spy-ware and ad-ware programs monitor your movement, your words and your communications. With spy-ware, information is fed back to the writer of the software. They sell that information to whomever wants to pay for it. You should know, that information is often personal, useful and identifiable. Important stuff like credit card numbers are NOT safe on your computer screen unless you are certain your computer is free of spyware. Ad-ware is slightly different in that it feeds advertising to your machine based on your surfing behaviors. A quick way to check for one form of ad-ware is to look in the upper left hand corner of your browser window. Do you see a small Netscape logo or an Internet Explorer logo, or do you see the logo for your local radio station? (this does not apply to MAC users or users of alternative browsers). Most ad-ware is more subtle than that though. If you don’t have another means of removing spyware and adware, try Yahoo’s new toolbar. Just a quick note though… Like the Google toolbar, the Yahoo toolbar feeds information back to its maker.

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Wednesday, June 30th, 2004

Yahoo Challenges Google

Yahoo’s Overture has picked up the Local Search gauntlet dropped by Google’s Adwords program in April. As Scott Van Achte writes this week, “Overture’s Local Match allows advertisers to promote their business regardless of weather or not they even have a website.” In this move, Yahoo is not only targeting Google’s Adwords program, they are also taking on the Yellow Pages. “It’s an important part of the search business,” said Overture spokesperson Gaude Paez. “Our own research, as well as the research of others, shows that many people who search for products buy them offline.” (quote from Jason Lopez NewsFactor Network article)

Localized search is one of the key features the major search engines are trying to perfect in order to present stronger competition to each other and other traditional listings services such as the aforementioned Yellow Pages.

In the organic listings, Yahoo is basing its localized results on the street address mentioned on a website while Google bases its localized results on the IP number of the computer conducting the search.

Every few months it is a good idea to review SEO techniques in light of changes in the ranking algorithms used by the major search engines. As of today, there are only two major organic search tools we worry about, Google, and Yahoo. Both of these search tools look at different elements of your website when considering where to rank the site in the Search Engine Results Pages (SERPs). While considered one of the “Big Three”, MSN continues to receive results from the Yahoo/Inktomi database with LookSmart listings being displayed from time to time. MSN is likely to release its own algorithmic search engine in the coming months. What works for Yahoo tends to work with MSN. Please note, these basic rules for rankings may change at any given moment. That’s one of the things that make this job so much fun… Read more…

A study of search engines and search engine user habits found that in almost every instance, the results found at each of the five search engines studied were relativity similar to each other. The study was recently conducted by San Mateo market research firm Vividence and consisted of searches conducted by general search users on Google, Yahoo, MSN, Lycos and Ask Jeeves. Asked to find the answers to a series of questions designed to show how each engine performed and which engine produced the greatest user satisfaction, participants found the correct answer on one engine as frequently as they did on the others.

On the performance test, each engine fared equally well. On the user satisfaction test however, Google emerged as the clear winner with an overall customer satisfaction rating of 68% compared to 59 percent for Yahoo, 56 percent for Ask Jeeves, 53 percent for MSN and 48 percent for Lycos. According to the study, Google ranked high in user satisfaction for three main reasons, its strong brand name, the site’s uncluttered appearance, and the fact that paid advertising is clearly marked.

Next time you go shopping online and you see a price that seems too good to be true… it just might be. This seems like an obvious caveat, however, there is a certain amount of trust and respect attributed to major portals like Yahoo! Shopping so a cheap price might just seem like an incredibly good buy. In this case, however, the discount was a bit more than even the average imagination could have predicted. A mistake in the XML shopping feed at Yahoo! Japan prompted 100 million sales of an Apple eMac computer at a 98% discount! That’s right, the eMac was sold for the equivalent of $25 per computer, a discount of $1100 USD. When Catena, the Tokyo based computer firm discovered the mistake, chaos ensued as they contacted 20,000+ buyers to negate the sales. According to Catena they did not have to honor the sales because they did not confirm them by email.

So next time you find yourself with a 98% discount don’t get too excited until you receive confirmation of the sale ;-)

Search started cheap. Years ago, search engines figured their profit would come from two unique angles, advertising and investments. The advertising front evaporated when it was discovered that Internet users did not click on banner ads as often as was necessary to turn a profit. As for the investment angle, there was a time when search engine firms such as Excite worked to develop the “new-web” in partnership with @Home. Those were the days when high-flying IT companies were valued so highly on the stock market that AOL was able to purchase the Time Warner corporation. Those days came to an abrupt end on Friday April 14, 2000 when the NASDAQ lost over 1/3 of its value in one day. After the tech bubble burst, IT firms including search engines needed to find new means of revenue generation.

Just over four years later, there are far fewer major search engines and far higher costs to advertise on the remaining players. There is also a lot more money flowing in from the business of search. Some, such as Google and Yahoo executives can only see these developments as a good thing. Others, such as the typical small business owner may not see a great deal of promise in these developments, just radically higher costs. Finding a balance between intelligent online advertising options and intergalactic online advertising costs will be a challenge for small business owners in the coming years. As with most challenging business problems, the best decisions come from effective planning based on solid information. The first piece of information small business planners should know is, all major search engines now universally see themselves as businesses first, information aggregators second. This means costs are going to rise substantially over the next few years, even at Google.

Google

Google continues to offer free, unpaid listings to anyone with a website. If you have a website, and that website has incoming links, it is almost impossible not to get listed on Google without using meta tags. While getting into Google’s database is as easy as getting another website to link to you, achieving Top20 placement under highly competitive keyword phrases has become far more difficult. According to an article published in today’s Internet Retailer, sites that don’t place in the Top30 results (first three pages) are almost universally ignored by search engine users. Getting into Google’s database is simply not enough to get Google users to visit your website, you need to be found on the first three pages, preferably on the first page of Google results. The question is, how to get there…

It used to be much easier to get a first page placement at Google. Great content, solid optimization, and a few relevant incoming links were all that was necessary to put a website on top of Google. Since the infamous “Florida Update” in November, Google has been working almost entirely on incoming links. Without a strong set of incoming links, even the most well optimized site is not likely going to achieve a strong placement at Google (with the exception of non-competitive keyword targets). This situation has given rise to a new version of an old issue for Google; the commodification of links from sites with high pageranks. Most SEOs who’ve been in this game for more than two years will remember the fiasco when Google degraded listings from the SEO company Search King and sites linked to Search King. The owner of Search King, Bob Massa decided to sell links from his PR8 site and publicly advertised the new service. Massa found dozens of webmasters willing to spend big-bucks on a link from Search King as they felt the link was valuable to improving placements at Google. In theory, they were correct. In practice, Massa found his site and those linking to his site had their PageRank lowered by Google. Widely vilified in the SEO community then, Massa’s basic idea has been copied by dozens of other businesses, the most notable of which is called Buy/Sell Links.

As Google continues to be the most used search tool in the world and prominent placement on Google can either make or break an online business, the commodification of links seems a natural, albeit dangerous, outcome. I use the word dangerous because Google’s ranking algorithm is, in my mind, in danger of becoming permanently skewed. I think this practice is also dangerous because it will serve to price a good ranking out of the budget of most small business owners. For example, StepForth charges between $600 and $3500 (on average) for SEO services to small business websites. We also have a link-building service in which we activity find relevant links for our clients’ websites. That service costs $12/link. Most sites that come through require at least 50 incoming links to compete with the current Top10 under their chosen keyword phrases. Suddenly an SEO project that would have costed $600 last year is now being quoted at $1200! That’s double the cost but in some cases, that is what it takes to get the desired placement(s) on Google.

Yahoo

Yahoo is the second most important search engine, based solely on user numbers. Yahoo spent most of last year acquiring Inktomi, Overture, AltaVista, and AlltheWeb, making it the largest network of major search tools on the Internet. With so many search properties came an equal number of paid-inclusion programs which made little sense to the accountants at Yahoo. In what may be a penny-wise but pound-foolish move, Yahoo introduced a new pricing structure that came into effect late last week. Known as Site Match (for smaller websites), Yahoo’s new paid-inclusion program has a pay-per-click component along with an annual $49(US) review fee. It should be noted that Yahoo also has a free-submit option that webmasters can take advantage of however sites submitted without signing up for SiteMatch or SiteMatch XChange will not be spidered nearly as often as sites that pay the fees. This change prompted me to write a rather detailed notice to our clients which can be viewed here. The bottom line is that, under the SiteMatch program, each click will cost either $0.15 or $0.30 per click on top of the annually recurring $49 review fee. Based on the number of visits one of our clients received from Yahoo in February 2004, we estimate approximately $2400 in new costs! As this client is a small business, we are left wondering if this cost, an extra $200/month will prevent her from eating well or taking a much needed vacation next year. Alternately, the added costs might make her think twice about advertising her website at Yahoo. For owners or webmasters of larger websites, Yahoo offers SiteMatch XChange. Under SiteMatch XChange, webmasters negotiate costs directly with Yahoo’s subsidiary, Overture so we are unable to provide hard-cost figures for this service. For more information view Yahoo/Overture’s new pricing policies.

Now we’ve established this is going to cost you some more money and we haven’t even touched on Microsoft yet! Fortunately, MSN continues to draw from Yahoo so there are no extra costs to mention there. It will happen sooner than later though since MSN is rumoured to be introducing a new search tool sometime between July 2004 and January 2005.

Planning a Search Engine Advertising Budget

While the costs have never been higher than they are now, there are far more options available for search engine advertisers. All search tools are offering paid-advertisments much like Google’s AdWords and Yahoo’s Overture listings which in many cases will present lower long-term costs than the previously free traditional listings do. For example, we know Yahoo will charge 15 – 30 cents per click for “traditional” listings but, what if you can acquire an Overture ad for $0.10 per click? Not only will you save the annual fee of $49, you’ll still be paying less per click than you would via the traditional listings. With over 90% of the search engine user market covered in one way or another, most webmasters and business owners would agree it is essential to be listed well at both Google and Yahoo. There is simply no escaping the power these two firms currently hold over the search engine market place. It is wise, however, to take a second look at other services these firms offer advertisers.

Perhaps the best example is Google’s e-commerce catalogue site, Froogle. Submission to Froogle costs absolutely nothing, however, you may need to involve your IT department to establish an XML feed to constantly send information to Froogle’s database. Assuming that Google retains its current ranking algorithm and Yahoo does not make substantial changes to its new pricing schedule, website owners and marketers will need to factor an additional two to three thousand dollars per year at a minimum in order to continue accessing the largest search tools on the Internet. I would like to note that this is a rather big assumption as Google changes its algorithms fairly frequently and is not shy about making radical changes without notice. Yahoo may also revisit its pricing schedule if it finds a lot of opposition from the webmaster community. At this time, however, there are many webmasters who will feel priced out of the game entirely. For these folks, I strongly suggest the other, smaller search engines such as Lycos, Enhance, Vivisimo and AskJeeves, each of which can deliver a small but vital portion of search engine traffic at much lower costs. StepForth staff strive to keep costs down as much as possible and work towards finding ways to limit the financial exposure of our clients. If you think your business or website is being priced out of the market, give one of our representatives a call and perhaps we’ll be able to find solutions for you.

In the meantime, Yahoo continues to honour paid-inclusion contracts from Inktomi so many webmasters will find their sites continue to thrive at Yahoo. Sites with suddenly diminished Google rankings can go on a crash, do-it-yourself, link-building campaign but should beware the pitfalls of irrelevant links or links coming from linkfarms. If you require more information about the new fees and costs associated with search engine advertising, please feel free to contact StepForth by phone at 1-877-385-5526 or by Email at info@stepforth.com

Many of you will have received notice from AltaVistas InfoSpider program stating that Yahoo will no longer be accepting paid-inclusion results from Inktomi. This statement is half-correct in that as of today, April 16, 2004, Yahoo is switching to its own database which has been developed from the Inktomi database. Yahoo recently unveiled a new paid-inclusion program that has a pay-per-click component along with an annual $49(US) review fee. This new pricing policy came into effect at midnight, April 15/16, 2004. Read more…

Last week I wrote about how we plan out our search engine placement campaigns. The past few months have been an interesting time in the world of search engine marketing but now the dust seems to be settling. Google has appeared relativity stable for the past month and the SEM world now has a better handle on the submission fees introduced by Yahoo two weeks ago. Now that we have survived the changes and absorbed an extraordinary amount of information we need to adapt to the new basic steps required to achieve the Top Placements on Google and Yahoo, the two most important places to place. There are a few new basic rules webmasters and search engine optimizers need to know and a number of old-rules that remain important. There are a few new techniques that may cost client’s money if you choose to pursue them. There are also a number of new loopholes worth looking at, some of which might save you or your clients a great deal of money. Read more…

At some point or another we have all heard the old adage, “Don’t put all your eggs in one basket.” Until very recently site owners, webmasters, SEO’s, and pretty much anyone who had anything to do with the Internet was concerned with marketing on one property: Google. Read more…

The search engine marketplace has undergone significant changes over the past 18-months but yesterday’s news from Yahoo! marks a turning point in the industry. Timed to coincide with the New York Search Engine Strategies conference, Yahoo announced a massive increase in paid inclusion fees and distribution of results. While Yahoo! and Overture issued press releases through their public relations firm, Fleishman-Hillard, their affiliates and resellers such as Position-Tech and Trellian issued press releases of their own, creating a confusing and at times messy mountain of uninformative information. Read more…