Chris Boggs
08-30-2004, 12:47 PM
An interesting concept, please excuse if it's a re-read for some, but I was advised to start a new thread in order to get some responses...
A company contacted one of my clients about SE positioning. The company has a partnership with Google and other SE networks to provide exclusive #1 sponsored content for a large industry sector. They, in turn, set up a directory on their site and charge for positions within their directory based on geographical search. The cost is ok, based on comparison of probable average CPC and visits (assuming "close ratio" remains the same for the client's website). And the company can provide nation/worldwide market saturation, allowing someone who is searching for a term in one place to find it wherever. This is a little like Danny Sullivan's Radio Flyer situation from his SES San Jose keynote (couldn't find it but here is Rustybrick's summary (http://forums.searchenginewatch.com/showthread.php?t=905).)
Let's use the old Web Position Gold "blue widget" and say the searcher wants to be able to get a blue widget when he gets to San Diego. This site has the $$$-given right to provide the number 1 spot for blue widgets, and its directory will lead to a blue widget location in san diego (assuming that this company already has a "partner" for that area). Is this the future of search? Sort of a PPC general-agency? (which for those without insurance in their background is a middleman between brokers and health firms), and if they are such a thing, shouldn't the SE's pay these guys to provide relevant directories that they approve anyway? Are they not in essence doing the job of the SE's?
Please post thoughts... I recently advised the client to try it out, but to be aware that once he becomes the sole site on that list for a particular area, competing sites will be targeted by the same company and offered a higher position for more $$$...specifically, the seller of the directory positions will provide a guarantee for #1 at $2500, but only $1350 for guaranteed #6 *** with the sales pitch that he's #1 until someone else in his area outbids him (or five others outbid him). Therefore, he is at a point where he can lock-in #1 for $2500, or take it w/#6 until someone beats him...looks good to the directory provider to me, huh?
A company contacted one of my clients about SE positioning. The company has a partnership with Google and other SE networks to provide exclusive #1 sponsored content for a large industry sector. They, in turn, set up a directory on their site and charge for positions within their directory based on geographical search. The cost is ok, based on comparison of probable average CPC and visits (assuming "close ratio" remains the same for the client's website). And the company can provide nation/worldwide market saturation, allowing someone who is searching for a term in one place to find it wherever. This is a little like Danny Sullivan's Radio Flyer situation from his SES San Jose keynote (couldn't find it but here is Rustybrick's summary (http://forums.searchenginewatch.com/showthread.php?t=905).)
Let's use the old Web Position Gold "blue widget" and say the searcher wants to be able to get a blue widget when he gets to San Diego. This site has the $$$-given right to provide the number 1 spot for blue widgets, and its directory will lead to a blue widget location in san diego (assuming that this company already has a "partner" for that area). Is this the future of search? Sort of a PPC general-agency? (which for those without insurance in their background is a middleman between brokers and health firms), and if they are such a thing, shouldn't the SE's pay these guys to provide relevant directories that they approve anyway? Are they not in essence doing the job of the SE's?
Please post thoughts... I recently advised the client to try it out, but to be aware that once he becomes the sole site on that list for a particular area, competing sites will be targeted by the same company and offered a higher position for more $$$...specifically, the seller of the directory positions will provide a guarantee for #1 at $2500, but only $1350 for guaranteed #6 *** with the sales pitch that he's #1 until someone else in his area outbids him (or five others outbid him). Therefore, he is at a point where he can lock-in #1 for $2500, or take it w/#6 until someone beats him...looks good to the directory provider to me, huh?