News: Link Building, Click Fraud, Vint Cerf
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SearchReturn Discussion List
"Understanding Internet Search Technology"
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Moderator: Published by:
Detlef Johnson SearchReturn
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September 29, 2005 Issue #002
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.....IN THIS DIGEST.....
// -- MODERATOR COMMENT -- //
"Free Passwords"
~ detlev
// -- FEATURED POST -- //
"Link Building"
~ Debra Mastaler
// -- NEW DISCUSSION -- //
"Microsoft PPC"
~ Digest
"Vint Cerf"
~ Digest
// -- CONTINUING DISCUSSION -- //
"Watson 2.0"
~ Digest
// -- ESSENTIAL NEWS -- //
"Yahoo! Keyword Tools"
"Traffic Power"
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// -- MODERATOR COMMENT -- //
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// -- FEATURED POST -- //
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==> TOPIC: LINK BUILDING
From: Debra Mastaler
What's your link motivation?
It's getting hard to build links these days without paying for
them, links carry value and people want to be compensated for
placing them on their sites. And while I believe content is king
and will motivate some to link, I find it has to be really
*great* content to inspire a one-way link.
So, what motivates you to link to another site?
Are you motivated by financial gain or reputation enhancement? Do
you only link with friends or will you validate a good resource
solely because you're impressed?
Debra Mastaler
Alliance-Link
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// -- NEW DISCUSSION -- //
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==> TOPIC: MICROSOFT PPC
A lot of advertisers are anxious about how Microsoft's entry into
the sponsored links arena is going to affect them. Most that have
given it a brief thought are prepared to jump in and try it. The
interesting angle will be demographic data supplied by Microsoft
that can help managers target their ads accordingly.
Industry voices are all writing about the launch as major news
helping the market prepare in all ways (except one). We do not
see anyone commenting on how Microsoft is going to deal with
click-fraud. Click-fraud is a damaging concept to the entire PPC
market and few are willing to comment about it anyway.
No information is forthcoming from Microsoft at this time, but
you can bet your annual budget the fraudsters are gunning for the
untested system. This should be particularly hot news considering
that the busiest time of the year for retail is about to start.
Microsoft is suredly getting ready to snuff click-fraud worries
as quickly as possible with as little industry commentary as
possible. They have it easy when no one questions how they plan
to deal with it at launch time.
For the advertiser, the best defense against this sort of thing
is to measure the financial benefits you get from the program,
and don't sweat the small stuff. Be on guard for click-fraud by
monitoring sure-fire signs in the statistics, and prepare to ask
for assistance should you detect any.
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==> TOPIC: VINT CERF
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For those who saw that Vint Cerf was recently hired by Google,
and took note that Google is looking at space, (literally space),
at NASA, Vint Cerf opens up a little in this interview with Tom's
Hardware. One of the things Cerf is known for, is his notion of
wanting to connect machines - in outer space. This seems to align
pretty well with his new role at Google.
http://www.tomshardware.com/column/20050921/index.html
Cerf mentions previously being a fan of Altavista.
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// -- CONTINUING DISCUSSION -- //
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==> TOPIC: WATSON 2.0
It uses technology feigning artificial intelligence that
monitors what documents, (and even highlighted text), is in
user focus.
Yahoo! Desktop Search comes out of beta today and, as revealed by
their blog announcement today, a new "LiveWords" feature also
makes it possible for users to have results limited to text that
is highlighted and in user focus. Although the approach is through
providing a button to access results, the action is similar to
what Watson is doing.
http://www.ysearchblog.com/archives/000190.html
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// -- ESSENTIAL NEWS -- //
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==> YAHOO! KEYWORD TOOLS
http://www.clickz.com/news/article.php/3551931
Essentials: Yahoo! releasing enhanced keyword tools to select
advertisers in anticipation of a wider rollout.
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==> TRAFFIC POWER
http://www.threadwatch.org/node/4010
Essentials: SLAPP suit is one possible outcome of the saga.
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