MAKE SURE SEARCH ENGINES FIND YOUR SITE
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`Options include buying words, advertising and careful page design
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`PR NEWS
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`May 6, 1996
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`Copyright 1996 Phillips Business Information, Inc.
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`Section: Vol. 52, No. 19
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`Length: 521 words
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`Body
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` Do a simple query on a search engine--and what you usually get
`are hundreds of documents--many of which are unusable and irrelevant.
` For example, a Web user looking for Time Warner Inc.'s home page
`by entering the query term "Time Warner" in a search engine may find
`the right site buried beneath many other sites.
` If your Web site comes up number 100 in a search, it is unlikely
`that people will see it, said Brad Aronson, president of Digital
`Frontiers , an Internet marketing and Web site design company in Bryn
`Mawr, Pa. One Answer: Buy Words
`
` The general solution to avoid getting buried by others' words is
`to buy a "search word," an option introduced last year by several
`search engines.
` For example, it is possible for a company to buy its own name or
`an ad to ensure it is listed at the top of a search results page.
` Time Warner could thus ensure that anyone who enters the term
`"Time Warner" will see its home page or ad at the top of the search
`results.
` Charges for a banner ads in search engines vary, but tend to be
`expensive, according to Beth Lanahan, spokesperson for one of the
`Web's more popular search engines, InfoSeek. Depending on impression
`and specific topic, advertisements that rotate through directories
`range from $7,500 to $73,000 for a four-week period. Advertisements
`that appear only with the results of a specific key word search are a
`minimum of $1,000 for a four-week period.
` WebCrawler, Lycos, and Infoseek offer advertisement banner links,
`however Alta Vista's product is still in beta-test.
` Don Bradley, spokesperson for Digital Equipment Corp.'s Alta
`Vista engine, however, said that users must learn more about query
`techniques to define a search. Alta Vista and WebCrawler offer their
`users tips on searching.
`
`Proper Page Design: Less Costly
`
` A more cost-efficient way to make it easy to find your Web page
`is to design your page in a manner that provides the highest possible
`relevance to keywords--pages then will come up in most search engines.
`(Digital Frontiers, 610/527-1517, InfoSeek, 408/567-2768, WebCrawler,
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`MAKE SURE SEARCH ENGINES FIND YOUR SITEOptions include buying words, advertising and careful page design
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`510/883-7152; DEC, 508/493-5111)
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`Two Ways Engines List Sites
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` Search mechanisms fall into two categories. The first are sites
`like Yahoo! which function like telephone books, usually listing sites
`one or two times under specific subjects. Web masters should submit
`their URL in order to be listed.
` By contrast, search engines like WebCrawler and InfoSeek use
`"spiders" or "robots" to index the Web. These programs automatically
`search the Web by indexing one page and then indexing all documents
`that are hyperlinked to it. If your Web site has 50 pages, a spider
`web may index every page.
` Major engines--including Alta Vista, Excite, Infoseek, Lycos,
`Yahoo! and WebCrawler--use a dataset indexed by the spider to provide
`a set of related sites.
` These sites are presented to the user in order of their
`relevance, which is determined by set criteria used by the engine.
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`Classification
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`Language: ENGLISH
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`Company: TIME WARNER INC (94%); SITE DESIGN CO LTD (71%); HEWLETT-PACKARD CO (65%); TIME
`WARNER INC (94%); SITE DESIGN CO LTD (71%); HEWLETT-PACKARD CO (65%)
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`Ticker: TWX (NYSE) (94%); HPQ (NYSE) (65%); TWX (NYSE) (92%)
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`Industry: SEARCH ENGINES (91%); MARKETING & ADVERTISING (90%); INTERNET & WWW (90%); ONLINE
`MARKETING & ADVERTISING (90%); ONLINE ADVERTISING (77%); WEB DEVELOPMENT (77%); WEBSITES
`(77%); TEST MARKETING (75%)
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`Load-Date: November 5, 1996
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