More Virtual Promote ... Search Engine Forums · Webmasters Toolkit · Free Website Templates · Scumware.com
.
Virtual Promote Gazette Home Subscribe/Unsubscribe Archives  
.

The Gazette ... Issue: 207 (11-17-2003)



Pay To Play Is Here To Stay

Marketing your Web site using the search engines has moved, rather quickly, from "Hit or Miss" Optimization into a much more market driven set of options. Does the ability to paying the engines to get what you want level the playing field, or further divide the big guns from the mom and pops ?

Johnny's Ramblings
Like it or not, pay to play is here, and it's not going away any time soon. The revolution started with GoTo.com's introduction of the "Pay Per Click" (PPC) search engine. The idea was that anyone, small or large, could determine their ranking on their desired keywords, based simply on how much money they were willing to pay for that spot. "Mom-and-pop" shops could compete on equal footing with the IBMs of the world and actually get the traffic from the coveted top spots in the search engines. Over time, bid prices have gotten to the point (at many of the larger PPCs) where the smaller Webmasters have been priced out. In the organic search world, skilled optimizers could manipulate your wording and layout to tickle the spiders and get your Web site listed high for "regular" spidering-style search engines (Google, AltaVista, etc). But as the rules get fuzzier and the competition gets more fierce, top positions are harder than ever to achieve, and there's no guarantee that spiders will ever find you anyway. Enter: Paid for inclusion (PFI) and trusted feeds. Now you can pay the spiders to find you, and while they're at it, tell them what to find, how to index it, and how to show it. Smaller shops are back on level footing in these engines, at least for the time being. I wonder aloud what's next? Will they find some way to price trusted feeds to the point where only companies with 6-digit marketing budgets can afford them? What's next on the horizon?

I don't have the answer to that question (yet), but I can tell you, with certainty, that if you aren't willing to pay, you're getting exactly what you pay for... and that just might mean that you're completely on your own again, in the dark. The capitalist in me is cheering loudly. Markets are emerging to fill a need. The "haves" can pay to have more, and the "have-nots" can get into the game as well, taking advantage of PPC, PFI and trusted feeds to compete on a more level playing surface. Everyone has the potential to win. We, as Webmasters big and small, have a viable set of paid marketing options, the search engines are able to stay in business without relying on nonsense banners, and the searchers, God love them, are getting better results all the time. In my opinion, PPC and the newer trusted feeds/PFI options are allowing Webmasters and Web site owners to better target their audiences. And regardless of what you've been led to believe, audiences WANT to be targeted.


In the Crosshairs
I'd like to introduce you to GalaxySearch.com, a relatively new entry in the Pay Per Click Search Engine (PPC) realm, but one that is making waves very quickly, and most certainly deserves our attention and trial usage. GalaxySearch is taking PPC to a different level, with some very intriguing features that are sure to not only attract advertisers (you and me), but also serve the searching audience better, something that many PPCs seem to be missing the boat on (they are not as customer-focused as they should be). Here are some of the things that caught my attention:

Country-Specific Bidding. You can bid on your keywords to appear specifically to users in various countries. In other words, you can bid on "color swatches" for US searchers and "colour swatches" for people searching from the UK. This allows you to target product and service not just by keyword phrase, but also by country of origin. They currently support over 40 different countries actual working with actual quality traffic, more than any other PPC engine.

Lexical and other turning mechanisms. They have the ability to turn on and off lexical searching bidding to the URL level. No longer do you need to maintain and manage thousands of keywords to catch all of the plurals and misspellings. At GalaxySearch, your bid on "car" works for searches on "cars, autos, automobiles, automobile, passenger cars, etc". This will save we advertisers a lot of time in the bidding and keyword selection process, and as a searcher, this will drastically increase relevance. Misspelling won't simply show another "eBay" link, but will be matched up properly based on this lexical analysis of the search term. GalaxySearch has made this system opt-in so that we as advertisers can choose not to use lexicals, but personally, I can't imagine not doing it even if it's just because I'm lazy. Another cool feature is the ability to suspend one URL of many.

Extensive fraud checks. As you know, in PPC, there's always going to be some fraudulent activity. You shouldn't have to pay for clicks from a PPC engine that do not result in a real-live visitor. GalaxySearch not only runs all clicks through a 150 point fraud checking algorithm, but each questionable click is then viewed by human eyes to catch trends that automated systems cannot. Their commitment to delivering only legitimate traffic is impressive, and something for which I have a great deal of respect.

Wide distribution of both results and backfill. Additionally, they feed data to some of the major search engines, some exclusively, giving their advertisers more exposure. From a searchers' point of view, their meta search back end ensures non-duplicated results from the rest of the Internet. We're going to be hearing a lot from GalaxySearch.com over the next couple of months. I'm impressed by their offerings enough to spend some more time than I probably should looking at their system. I'll be conducting a few interviews with their principals over the next few weeks, and reporting in The Gazette whatever I learn from them. GalaxySearch: http://www.galaxysearchcom/advertising

GalaxySearch: http://www.jimworld.com/apps/go.php?to=galaxysearch


A Word from Our Sponsor
A bit of a reversal this week. Rather than having a sponsor for this issue of the Gazette, I decided to be a sponsor myself ... and I challenge you to follow suit. We're rolling into the holiday season, as you know. It's very easy to get caught up in decorations, gift lists, thanksgiving dinner plans, travel plans, family and generally being schizophrenic during this time of year. It's so easy that we forget that there's 130,000 members of our (speaking for the USA here) Armed Forces over in Iraq, and another 30,000 or so in Afghanistan. Now, regardless of your politics, or your view/opinion on the war ... there is one simple fact that I think we can all agree on. These brave men and women are there, half a world away, risking their lives for us. They're away from their families and loved ones. Some have kids that they've not yet met. Some will never see their families again. It's easy to say "I support the troops". but until recently, it's been next to impossible to actually back that up with anything tangible. Enter Frankie Mayo.

She's the mother of a soldier, hailing from my old stomping grounds in Delaware. She started a program during the hotter months, called "Operation Air Conditioner" where people could donate their air conditioners, and she'd send them over to Iraq so that the troops could "keep cool". Her operation has grown to the point where they're now sending over better boots, medical supplies, candy and other goodies ... basically anything that'll put a smile on a soldiers face. A recent addition to Operation AC is the "Adopt A Soldier" system. Simply give them your contact information, and they'll put you into direct contact (usually via mail, but sometimes via e-mail) with a solder in the Gulf. You can correspond with them, pump up their spirits, and if you choose, send them things. Some people have sent over artificial Christmas trees, others have sent "mix tapes", some are sending newspaper clippings so that their soldier can keep up on their favorite sports team. You get the idea.

Personally, we're sending over our Air Conditioner, and my wife and I are in the process of our "Adoption" right now. Hopefully, I can make our soldier's days a bit better, by whatever means I can. I challenge each of you to do the same. These guys need encouragement, and this is the best way I've seen to not only show your support, but to actually make a difference. There's 160,000 or so troops over there, and over 175,000 Gazette subscribers. The math works, let's each adopt a soldier.

Remember, we are "The Land Of The Free ... Because Of The Brave".

Operation Air Conditioner: http://www.operationac.com

Comments (11)



Forum Watch
"Pay to play" is now an active part of The Forums at JimWorld.com. No, we're not going to go down the paid access road with the forums, as many others have begun doing. It's our philosophy that all information at JimWorld.com remains freely accessible to all. However, as it is our policy to keep the forum postings clean, clear, and easy to read by not allowing signatures or linking within posts, we did want to provide an alternative means of allowing members to conduct business with one another through advertising. To this end, we've introduced the "Member Spotlight" area, which you've been seeing just to the right of all the forum pages, above the Google Adsense banners.

The Member Spotlight shows five "ads" from our member's database, in random rotation. It's a simple way to display your Web site and link to the hundreds of thousands of JimWorld members and lurkers. At $100 per month, this is an extremely affordable way to get noticed, and an excellent way to introduce yourselves formally to everyone at JimWorld. Based on the early returns, spotlighted members are seeing an average of 20 to 50 visitors per day, and many are reporting an above-average ROI.

It's long been a goal of ours here to provide quality information through articles and the Gazette, the best in live interaction via the forums, and to facilitate our members conducting business with one another. The Member Spotlight is the first real step towards this goal. We hope that you'll take advantage of this opportunity, and further hope that as you browse the forums and see spotlight links that are compelling, that you'll take the time to visit the members' Web sites. Everyone here has something unique to offer. You'll be surprised at the variety and quality of our membership's offerings. Not everyone here is an SEO... more accurately, most every one here has great information, services, products, and other solutions that are more than worth your time.

JimWorld Forums: http://www.jimworld.com/forums/
Member Spotlight Information: http://www.jimworld.com/apps/go.php?to=member-spotlight


The Guide Post
Understanding Trusted Feeds - Facts and Fiction!
- JimGuide Barry Lloyd (MakeMeTop)

Over the past few months, more and more people have been discussing the concept of Trusted Feeds. They have been branded by some as "approved cloaking", by others as "authorized spam" - but few have looked at the true facts behind the use of Trusted Feed technology, let alone understand how or when it can be used for the benefits of certain types of websites. This short article is designed to sort some of the facts from the fiction so that webmasters, people in the SEM industry and surfers can make up their own minds about the validity of using Trusted Feeds - plus determine themselves if they are "fair means or foul"!

What is a Trusted Feed?

Everyone is used to the idea of search engines crawling web pages. However, certain situations can arise when there is simply no web page to crawl - or the dynamic URLs that certain scripts employ mean that URLs are blocking or inhibiting spiders from crawling them fully.

A typical example of this may be on a travel site. The site may consist simply of a search form with drop down menus on the front page. Into this search form the surfer may select a departure point (say - London), a destination (Florida) and a time period (December). When the enter button is hit, a dynamic page is produced from items currently in the agent's database which includes a list of vacations or flights applicable to the surfer's needs. It is impossible for this individual page to have been crawled as it has been created from data applicable only on the day of the search. This means that if the surfer had looked for "flights London Florida December" on a search engine, it would have been impossible for this particular website to appear in the results, unless they had specifically produced a static page including the information required.

Trusted Feeds overcome this problem. A Feed provider may give an XML file, spreadsheet or text file to the search engine that will accept the feed with the following information:
  • Title to appear in the search results
  • Description to appear in the search results
  • 5 Key phrases to be taken into consideration.
  • The URL to be displayed in the search results.
  • A tracking URL (if required) through which the surfer will be redirected.
  • The actual destination URL or page created by completing the search parameters
  • 200 words of text to cover the content of the destination page.
This, then, is the information that is given to the search engine and it is this content that is taken into consideration for ranking purposes. In the above example, you may have hundreds (if not thousands) of permutations of pages. Traditional methods of optimizing these pages are possible, but could be a very lengthy process, with pages having to be added and removed depending on the requirements of the website. Even if the work were carried out, it may take many months for these thousands of pages to be indexed - and by that time, they may be out of date!

If, in order to get fast indexing, PFI (paid inclusion) is considered, this could be very expensive - with a fixed annual cost per page. With Feeds, you pay only when someone clicks on a search result. No click-throughs, no fee (though you may have to pay for feed construction and optimization).

With Trusted Feeds, URLs can be added and deleted almost instantly - with no changes having to be made to the structure of the client site - just to the feed data. Oh, and you can target specific geographical areas (in some instances) too.

Is this a good thing, or just an invitation to abuse? Does it eliminate SEO/SEM, or simply enhance it, giving marketers yet another avenue to use? Due to cost, does this wipe out the little guy? Read the full article, linked below, and then join us in the forums to talk about it more.

Full Article: http://www.jimworld.com/articles/getting-listed/trusted-feeds/
Barry's Website: http://www.makemetop.co.uk

Comments (1)



Coders Corner
Let's work this week on a really simple application that will help you to better gauge the success of your paid marketing efforts. In a future Gazette issue, as well as in an article series on JimWorld.com, we'll get more advanced, but for now, let's get you up and running with a very basic ROI tracking system that will help you to track and calculate your ROI.

First, let's look at the 2 basic things we need to know.
  1. How many people are coming to my Web site from these campaigns
  2. How many of them bought my product/service


Addressing item #1, logging your visitors is easy using PHP. First, add the code snippet below to the VERY TOP of your index.php file. This will intercept the "c" query string variable coming in from with your visitors from your various campaigns. For example, when bidding at Overture, link people not to http://www.yourdomain.com, but http://www.yourdomain.com?c=overture. Similarly, use c=adwords for your Google Adwords links, c=inktomi for your Inktomi PFI listings, etc. You can use c=ANYTHING you like, to match whatever campaign you're trying to track. This simple PHP script will create a separate text log for each campaign to track the total incoming unique hits:
    <?php

        $campaign_id = $_GET['c'];
        $prevcookie = $_COOKIE['logged'];

        // If this is the first time this person has come here
        // from this campaign, log it as a new hit 

        if ( $campaign_id && ! $prevcookie ) { 

            // Set a cookie called "logged" so we know to skip it, and tag
            // that with the campaign ID, so that we know who to attribute the sales to.
            setcookie( 'logged', $campaign_id, time()+(86400*365) ); /* expire in 1 year */

            // Generate the filename
            $filename = "./" . $campaign_id . ".hits";

            // Get the number of hits to this campaign so far
            if ( ! file_exists($filename) ) { $num_hits = 0; }        
            else { $num_hits = implode("", file($filename)); }

            // Add One
            $num_hits++;

            // Open the file, rewrite the count and save it
            $tmpfile = fopen($filename,"w");
            fwrite($tmpfile,$num_hits);
            fclose($tmpfile);

        }

    ?>
Now, on the flip side, whenever a user buys your product or service, we need to see if that user happens to be someone that we've logged earlier as coming in from one of your paid campaigns. What we'll be doing is looking for a cookie called "logged," which will contain the campaign ID that they came in from initially, and if it exists, log a sale for that campaign. The trick here is that because we're reading from a cookie, this PHP snippet has to be run from a page on the same domain that we originally set the cookie from. Typically, what this means, is that after your user has made the purchase, your shopping cart program or merchant program will send them back to a "Thank You" type of page on your main domain. This is the page to place the following code:
    <?php

        $campaign_id = $_COOKIE['logged'];

        // If this person came in originally from a campaign, log the sale

        if ( $campaign_id ) { 

            // Generate the filename
            $filename = "./" . $campaign_id . ".sales";

            // Get the number of hits to this campaign so far
            if ( ! file_exists($filename) ) { $num_hits = 0; }        
            else { $num_hits = implode("", file($filename)); }

            // Add One
            $num_hits++;

            // Open the file, rewrite the count and save it
            $tmpfile = fopen($filename,"w");
            fwrite($tmpfile,$num_hits);
            fclose($tmpfile);

        }

    ?>
Now, for every campaign that you run, you have a ".hits" and a ".sales" file on your server. You can easily view these files to see how many hits each campaign got, how many sales they each generated, and then calculate your ROI accordingly. In future articles on this topic, we'll make this tracking system more advanced by tracking keywords, referring URLs, and going "SQL" with it, to allow for big-time growth and better reporting.


Diamond in the Rough
We talk a lot here at JimWorld about how important it is to write your Web site / sales copy so that it accomplishes both of your goals: Being Search Engine Friendly (or more accurately: keyword savvy), and SELLING your product. Good copy must present your message in a way that is clearly written, easy to comprehend, yet still be compelling enough to make your visitor click through to your sales page. As we teach here endlessly, when you start "SEO'ing" your copy, you run the risk of altering it's overall goodness in the first three areas, and end up with some weird stuff. Most often, we see people making the mistake of over-doing it on the "compelling" end of things, and having sales copy that is over-laden with ... well ... Bull***t. Enter the Deloitte Bullfighter(TM).

What is it?

"A value-added, leverageable, global knowledge repository."
"Repurposeable, leading-edge thoughtware that delivers results-driven value."
"A future-proof asset that seamlessly empowers your mission critical enterprise communications."

Bullfighter could be all of these things, except that we have no idea what any of these things are.

In actuality, Bullfighter is software that runs in Microsoft Word and PowerPoint, within Microsoft Windows 2000 or XP. It works a lot like the spelling and grammar checker in those applications, but focuses on jargon and readability. Essentially, it takes the "BS" out, helping to get you away from buzz-word-itis and back to compelling copy that sells.

Deloitte Bull Fighter: http://www.jimworld.com/apps/go.php?to=deloitte-bs


Hosting Hotsheet
You get what you pay for…

We've written about redundancy, bandwidth, security and reliability when choosing your web host, but there are a few more factors that are pertinent to your decision-making process. Is your host friendly, courteous, and able to resolve your problems in a timely manner?

Truthfully, your web host would prefer never to receive your calls, because that means everything in your world is peachy. But, if you have to call them, you might as well look forward to hearing an experienced, knowledgeable voice that can help you diagnose your problem, present a solution and let you know that you're their top priority and not just a trouble ticket number. Ask your support representative how long they have been in the industry and, while you have them on the phone, ask all those other questions about load-balancing, redundancy, and multiple connections to the Internet that we've written about time and again!

Remember, you get what you pay for, and very often, what you pay for is something that's not listed in any "Feature Summary". Beyond 24x7 phone support, SimpleNet goes a step further, by ensuring that your time spent with us is courteous, friendly, helpful, and at all costs, ensuring that you get what what you need, not just what you're paying for. At SimpleNet, we've created a revolutionary architecture, incredible products and wonderful support to prove that we're the only choice for your web site's success. In fact, give us a call 24/7, 619 243 3212!

Visit SimpleNet now: http://www.jimworld.com/apps/go.php?to=simplenet

Comments (1)



Scumbag of the Week
I hope that you're enjoying this issue of The Gazette. Savor it it may be your last one. This week's Scumbag has made it abundantly clear that they're out to get anyone that speaks ill of them, to the point where they're suing individuals for "defamation" and using their legal and financial muscles to have any and all detractors shut down. I'm talking about Gator. We've mentioned them in this space before, and we have talked about them ad nauseam on the forums for their business practices. Well, they've gotten my ire up yet again, and I quite simply cannot let them get off that easily.

Gator Corporation is apparently trying to tidy up its image in a number of interesting ways. First, in an effort to "eliminate confusion," they've changed their name to "Claria ... The leader in Online Behavioral Marketing." One can only assume that they're running from their past and the bad reputation and stigma that "Gator" has created for them. That's fine -- companies do that all the time. What they're doing as "Phase II" of their clean-up are the attempts to, and commitment to, forcibly removing all negative press about themselves. They initiated a "libel" suit against a well-known spyware removal software company, which was settled (presumably due to the dollars involved), resulting in the removal of negative pages about Gator from the Web site, and removal of Gator from the list of applications it will remove. This is not the first, nor, do I suspect, will it be the last such lawsuit that they will file to ensure that the Internet is scrubbed clean of anti-Gator texts.

The last time I checked, this is America. If a company is engaging in scummy practices, we have the God-given right (or at the very least, a Constitutional right) to disclose that information. There are consumer watch Web sites and publications everywhere that educate consumers. Spyware specific sites, such as our own Scumware.com, exist for the purposes of educating users about what could be infecting their hard drives, how they got there, and how to remove them. This is basic Freedom of Speech where I come from. So long as the claims made are factually backed up, they're completely legal and morally necessary. Suits of this ilk set a potentially dangerous precedent. What if the various security Web sites were sued to stop posting reports about bugs and hacks? Consumers would not be protected, and software companies couldn't react to the reports and get fixes out. I don't like where this is heading one bit. If Gator/Claria wants to eliminate bad press, the way to do it is not to terrorize the writers, but to put out a worthwhile product that garners GOOD press on it's own merits A concept completely lost on this week's scumbags, apparently.

I don't want to waste my breath (or this space) prattling on and on about Gator as a software application or their other "ad delivery" products. Whether or not they're truly spyware/scumware is a matter up for public debate, and it has been discussed endlessly. What must be pointed out here is that Claria has decided to legally strong-arm anyone that speaks out against their products. Seems that putting individuals out of business to save their own image is more important than operating under acceptable business practices. Get a life. In my America, you don't get away with this type of garbage. In my America, capitalism rules. Good products and services sell themselves and make their makers a profit. Your product is crap. It would have a user base of ZERO if people knew what it actually does. As it is, the only way you can succeed in a capitalist market is to shove your junk down our throats, and then sue anyone that gripes about it. If you can't compete on a level playing field, and if you're unwilling to exist in an environment where free speech is allowed and encouraged, then you need to do a lot more than just change your name -- you need to change your address. Better yet, just go the Hell away. Nobody will miss you.

See you later, anti-Gator: http://zdnet.com.com/2100-1104_2-5095051.html?tag=zdfd.newsfeed
PC Pit Stop Forums: http://pcpitstop.ibforums.com/index.php?act=ST&f=9&t=27258&


Payment Due Notice
The Gazette is not free.

It is 'Helpware.'

This means that you are granted the right to participate, read, and learn from us, if you agree to contribute. Learn something, from here or anywhere else, and pass it on. If you see a Webmaster who's struggling, help them up. If you see someone making a mistake, offer some fix-it advice. In short, you get out of JimWorld, and the Internet, what you put into it. The more you give, the more you get. Even if you get nothing in return, it's important that you share. Karma always comes back around. Trust me, this will make you feel better, and will help a lot of people get their sites running better.

OK, you're on your honor.


Summing It All Up
The opinions expressed here are purely those of the editor, John Cokos. All other small print clauses apply. Such as: Use at your own risk. Nothing in life is guaranteed. Let the buyer beware. A stitch in time gathers no moss.

All rights reserved. No part of this publication may be reproduced in whole, or in part, without the express written consent of the author. Feel free to send this document in its entirety to as many of your friends as you want. We appreciate that and thank you.

Our sites are generously hosted by the Hosting Experts at SimpleNet:
http://jimworld.com/go/to.cgi?l=simplenet

For information on advertising in the Gazette or any of the JimWorld properties, please refer to our advertiser information page:
http://jimworld.com/go/to.cgi?l=advertise

** This publication is registered with the Library of Congress,
Washington DC - ISSN: 1099-8438

To unsubscribe, simply click this link: Gazette Subscription Manager You will be removed and will not ever be resubscribed again.

Sponsored Links

Search for a Free Domain
The Virtual Promote Toolkit is hosted by the experts at SimpleNet. You should be, too! Whether building a new site or transferring one, there is no other hosting platform comparable to SimpleNet’s; hosting for less than $5/month.
Search for the following tlds: .com, .net, .org, .info, .biz, & .us
Already have a domain or site? Move it to SimpleNet


Hyperseek Search Engine
Member Spotlight
Submit to web design directory for FREE!
Directory of web design companies. Free portfolio and lead generation. (talash)
spacer

 

 

   

© 1995 - 2004  ·  iWeb, Inc DBA JimWorld Productions