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gazette
Issue # 207 (11-17-2003)
Pay To Play Is Here To StayMarketing 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 ? |
| The Guide Post |
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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:
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 |
Read the The Guide Post section from the Last Issue or in the Following Issue
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