[Sigia-l] Search Engines: 99% Bad

[Austin Govella]

Nielsen's critique ignores long tail search. Keyword competition
occurs at the top of the keyword distribution graph. Competition
decreases the further down the tail you go, where a significant amount
of traffic is generated.

The worst part of the article is the misleading title. His comments
don't indict search, or even search engine optimization, but he does
very clearly state the case against keyword marketing.

The progressive failure of any keyword marketing campaign falls in
line with how any market moves from competition on price to
competition on experience. That would mean that if you ever recommend
AdSense as part of your "findability" strategy, you should recommend a
breakpoint for when you abandon the program and move the investment
into experience.

(The price competition isn't on the price of keywords, but on the
margin that constrains the price of the keyword.)




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Austin Govella
Thinking & Making: IA, UX, and IxD
http://thinkingandmaking.com
austin.govella at gmail.com