ru.internet.business

 
 - RU.INTERNET.BUSINESS ---------------------------------------------------------
 From : Alexander Isaev                      2:5020/92      01 Aug 2000  21:14:03
 To : All
 Subject : THE SEARCH ENGINE UPDATE Part 2
 -------------------------------------------------------------------------------- 
 

 
 New Domain Names Coming
 
 Yes, it looks like new top level domain names may finally be coming -- but what 
 they will be, how they will be assigned, and whether they will actually be used 
 remains undecided. So, don't panic.
 
 Meeting earlier this month, ICANN -- the group that oversees the domain name
 system -- approved a plan to accept applications from those who wish to
 administer new domain names. Anyone who wishes to pay a US $50,000
 non-refundable fee can pitch ICANN on their top level domain proposal.
 
 For example, someone might propose .xxx as a domain extension for pornographic
 web sites to use. Another proposal could be .food, for any type of food web
 site. As long as you pay the fee, ICANN will consider your proposal. However,
 that doesn't mean the proposal will be accepted.
 
 ICANN is not suggesting how the new domain names will be assigned, how
 trademarks might be protected or offering any guidance on regulation. That will 
 be left to those proposing the new names to establish.
 
 I have my doubts about the usefulness of the new names, given the way existing
 top level domain such as .net, .org and .tv have been devalued from their
 original meanings. Perhaps ICANN will accept proposals only from those who will 
 not allow the meaning of any new domains to be perverted. Even if so, it still
 seems likely companies will be required to register even more names to protect
 their brands -- and perhaps pay much more money than for registering current top
 level domains.
 
 The articles below provide a rundown on the plan to accept proposals. ICANN
 expects to provide application details on August 1, with the deadline for
 proposals on October 1. Negotiations with the first round of finalists are to be
 concluded by the end of this year, which means new top level domain names might 
 be available at the beginning of next year.
 
 Meeting of the ICANN Board in Yokohama
 ICANN, July 16, 2000
 http://www.icann.com/minutes/prelim-report-16jul00.htm
 
 Report of ICANN's recent decision on top level domains, from ICANN itself.
 
 Goodbye Domain Names, Hello RealNames?
 The Search Engine Update, May 3, 2000
 http://searchenginewatch.com/subscribers/articles/0005-realnames.html
 
 My previous article on problems with the domain name system and why systems like
 RealNames might ultimately be more successful than new top level domains.
 
 The Domain Name Game
 Electronic Commerce Guide, July 24, 2000
 http://ecommerce.internet.com/solutions/tech_advisor/article/0,1467,9561_42168
 1,00.html
 
 Who is ICANN, and how did it end up in control of the domain name system?
 Background about the group and how you, as an ordinary person, can still
 participate in its actions.
 
 ICANN Addresses Domain Name Crunch
 Inter@active Week, July 24, 2000
 http://www.zdnet.com/intweek/stories/news/0,4164,2606333,00.html
 
 Details on how many new top level domains may be initially allowed, plus
 concerns over the high cost of submitting proposals.
 
 Overview: Cyber-Brawl Brewing Over ICANN and New TLDs
 @NY, July 21, 2000
 http://www.atnewyork.com/news/article/0,1471,8471_420461,00.html
 
 Anarchy and expense is predicted from the entry of new names.
 
 New TLDs Approved by ICANN but Doubts Remain
 @NY, July 18, 2000
 http://www.atnewyork.com/news/article/0,1471,8471_417361,00.html
 
 Summary of the ICANN decision, with concerns about implementation.
 
 New Top-Level Domains in Sight
 The Standard, July 17, 2000
 http://www.thestandard.com/article/display/0,1151,16880,00.html
 
 Another good summary of the ICANN action.
 
 Go-ahead for new web names
 BBC, July 16, 2000
 http://news.bbc.co.uk/hi/english/sci/tech/newsid_835000/835776.stm
 
 Summary of the ICANN decision, with comments that it won't solve trademark
 concerns.
 
 NSI accused by rivals of hoarding domain names
 News.com, July 21, 2000
 http://www.news.com/Perspectives/Column/0,176,465,00.html
 
 One argument for the need of new top level domain names is that there aren't
 enough good .com names left. Now it turns out that Network Solutions may be
 keeping back some names that should be available for use.
 
 To Each His Own Domain
 ClickZ, July 19, 2000
 http://www.clickz.com/cgi-bin/gt/article.html?article=2067
 
 Humorous look at suggested top level domains, such as .ick.
 
 I want my own .tv
 Salon, July 24, 2000
 http://salon.com/tech/view/2000/07/24/dot_tv/
 
 .tv is supposed to be the top level domain for the island nation of Tuvalu, but 
 a private company has been given the right to sell the names for those seeking
 an alternative to .com. Great details on the business plan, where generic names 
 are auctioned off for between US $1,000 to $1 million.
 
 ====================
 
 Search Engine "Writing" List Opened
 
 One of the most important factors that determines how a crawler-based search
 engine may rank your web pages is whether you are using the words you wish to be
 found for on the pages themselves. If you want to be found for certain search
 terms, then you must be using those terms within your web pages. Using the key
 search terms you are aiming at in your HTML copy is the bedrock of success with 
 search engines.
 
 Some who understand this basic fact then decide to go the doorway page route.
 "I'll make a web page designed for each search term on my list, then I'll repeat
 the term to match the frequency that each search engine prefers." I generally
 urge the opposite approach. Look within your own site, to the pages you already 
 have. Are you using your key terms with those pages? If not, see if you can't
 rework the copy to make more use of them. Or, perhaps you should create new
 pages that further explore the topics you are targeting.
 
 In line with this thinking, there is a new mailing list called Rank Write meant 
 to help you integrate awareness of search engines into your normal copywriting
 skills. Sign up and check out the tips offered by joint moderators Heather
 Lloyd-Martin and Jill Whalen.
 
 Another new list you may consider is I-Design. It's moderated by Shari Thurow,
 one of the regular speakers at the Search Engine Strategies conferences that I
 produce. Shari is a designer who knows that what pleases search engines can also
 be pleasing to humans. Drop by her list to pick up design tips on making your
 site more effective.
 
 Rank Write List
 http://www.rankwrite.com/
 
 Six Secrets to Search Engine Writing Success
 Content Exchange, July 17, 2000
 http://www.content-exchange.com/cx/html/newsletter/2-4/tt2-4.htm
 
 Recent article from Rank Write's Heather Lloyd-Martin on writing for search
 engines.
 
 I-Design
 http://www.adventive.com/lists/idesign/summary.html
 
 Search Engine Talk
 http://searchenginewatch.com/subscribers/factfiles/talk.html
 
 More mailing lists and discussion areas about search engines that you may be
 interested in.
 
 In Pursuit Of The Perfect Page
 The Search Engine Update, Feb. 22, 2000
 http://searchenginewatch.com/subscribers/articles/0002-perfect.html
 
 Explains why even if you did know the "perfect" keyword densities for search
 engine's algorithm, your pages still might not rank well.
 
 ====================
 
 In UK, Search Engines Are Top Method To Find Sites
 
 A recent study by Forrester Research found that search engines remain the
 leading way users in the United Kingdom find web sites. The "UK Internet User
 Monitor" survey found 81 percent of users said that search engines helped them
 find the web sites they use, up from 67 percent in 1999. The next most popular
 source was by following links, a method used by 59 percent of those surveyed.
 I'll have a page will full results posted by the end of the week at the URL
 below.
 
 In UK, Search Engines Are Top Method To Find Sites
 http://searchenginewatch.com/sereport/00/07-forrester.html
 
 ====================
 
 Quick Hits
 
 Go's Pure Search Site
 http://search.go.com/
 
 Go appears to have quietly rolled out a pure search site similar to AltaVista's 
 Raging Search.
 
 Ask Jeeves
 http://www.askjeeves.com/
 
 Ask Jeeves has a new look, including integration of Direct Hit paid links on the
 right-hand side of its results.
 
 Paid Links At MSN Search And Direct Hit
 The Search Engine Update, April 24, 2000
 http://searchenginewatch.com/subscribers/articles/0004-textads.html
 
 More about paid links at Direct Hit. As for MSN Search, it closed its program
 earlier this month and either refunded money held in accounts or offered credit 
 with Goto.com.
 
 ======================
 Search Engine Articles
 ======================
 
 To Cloak or Not to Cloak
 ClickZ, July 21, 2000
 http://www.clickz.com/cgi-bin/gt/article.html?article=2088
 
 A look at the pros and cons of page cloaking, with the ultimate conclusion that 
 you shouldn't do it, because the search engines say they disapprove.
 
 Cloaking Special Issue
 I-Search Mailing List, June 27, 2000
 http://list.audettemedia.com/SCRIPTS/WA.EXE?A2=ind0006&L=i-search&O=D&F=&S=&P=
 582
 
 More reported comments from search engines on cloaking, along with comments from
 readers of the I-Search mailing list.
 
 ====================
 
 Search Engine Traffic: Can_t Get Enough of It
 ClickZ, July 19, 2000
 http://www.clickz.com/cgi-bin/gt/article.html?article=2068
 
 You get a good return on investment from using third-party pay-per-click search 
 engine optimization companies, this article says. The problem? The volume is
 much less than with banner ad campaigns.
 
 ====================
 
 4.6 Million People Can't Find What They Need On The Net
 WebTop/MORI, July 19, 2000
 http://www.webtop.com/search/vanilla/press190800.htm
 
 A poll for search engine WebTop.com, conducted by research firm MORI, found that
 only 18 percent of those in Great Britain say they find what they are looking
 for on the web. Also, 67 percent said they are frustrated when searching for
 information. The survey was conducted in June, among 600 Internet users.
 
 ====================
 
 Ruling vs. Bidder's Edge hurts Net, group says
 Bloomberg, July 18, 2000
 http://www.digitalmass.com/news/daily/07/18/bidders_edge.html
 
 Auction meta search site Bidder's Edge gets 28 law professors to file a
 friend-of-the-court brief on its behalf, saying that the temporary ban against
 spidering eBay threatens search engines and linking in general.
 
 Bidder's Edge Walks Legal Line
 boston.internet.com, June 9, 2000
 http://boston.internet.com/news/article/0,1928,2001_391831,00.html
 
 Older article explaining how Bidder's Edge is currently getting around the
 spidering ban.
 
 ====================
 
 Let a Hundred Search Engines Bloom
 The Standard, July 17, 2000
 http://www.thestandard.com/article/display/0,1151,16775,00.html
 
 Search is hot again, and all that heat is making new search products blossom
 like mad. A look at who is competing for your attention and general trends on
 how they hope to differentiate themselves.
 
 ====================
 
 Spock drafted in to flog Dotcom
 The Register, July 14, 2000
 http://www.theregister.co.uk/content/1/11959.html
 
 RealNames competitor Netword picks up Star Trek's Leonard Nimoy to pitch its
 service.
 
 ====================
 
 Is Search Engine Marketing Viable?
 ClickZ, July 14, 2000
 http://www.clickz.com/cgi-bin/gt/article.html?article=2049
 
 Richard Hoy suggests that money spent with pay-per-click search engine
 optimization firms might be better used on other types of publicity.
 
 ====================
 
 The Danger of Trading on Ratings
 The Standard, July 14, 2000
 http://www.thestandard.com/article/display/0,1151,16773,00.html
 
 Earlier this year, I wrote about the many problems with using online rating
 services to determine which are the most popular search engines. From the
 Standard, here's another comprehensive look at how ratings can be misstated,
 manipulated and ultimately be untrustworthy.
 
 The Problems With Rating Services
 The Search Engine Report, April 4, 2000
 http://searchenginewatch.com/sereport/00/04-ratings.html
 
 The earlier article of mine I mentioned, which discusses how figures from
 ratings services can be twisted by site owners and be hard to interpret.
 
 ====================
 
 Excite's Free Online Stores an Overnight Hit
 E-Commerce Times, July 14, 2000
 http://www.ecommercetimes.com/news/articles2000/000714-3.shtml
 
 Excite is offering free space to online retailers and attracting sign-ups.
 
 ====================
 
 The Fine Art of Redirection
 ClickZ, July 7, 2000
 http://www.clickz.com/cgi-bin/gt/article.html?article=2009
 
 Redirection is an easy way to ensure that you don't lose traffic when changing a
 file's name on your web server. This succinct tutorial explains how to send
 people automatically to a page's new address. The same technique also helps
 search engine spiders locate moved pages, so they can update their listings.
 Additionally, "server side redirection," as described in this article, produces 
 no spam penalties -- as can be the case when search engines detect "page-based
 redirection" through JavaScript or the meta refresh tag. Also, be sure to use
 the technique described to establish a "custom 404" page that pops up if someone
 tries to find a page you've removed or enters an incorrect address. A custom 404
 page can be a useful way to guide visitors to other helpful areas of your web
 site, if their original goal no longer exists.
 
 ====================
 
 Bigger and better: Internet search engines are continuing to evolve
 Orange County Register, May 31, 2000
 http://www.startext.net/news/doc/1047/1:COMP43/1:COMP430531100.html
 
 Slightly older article that covers some of the search engines from the early
 days of the web. Anyone remember Gopher?
 
 ====================
 
 Portals Overspend on Advertising
 NUA, May 26, 2000
 http://www.nua.ie/surveys/?f=VS&art_id=905355804&rel=true
 
 Another older article but with interesting statistics showing how much portals
 spend on advertising in relation to the advertising revenue they receive. At the
 top of the list, MSN was estimated to spend US $1.62 for every $1 earned. In
 contrast, Yahoo and some other portals spent only 10 cents per dollar earned.
 E-commerce and other revenues were not taken into account, only pure advertising
 revenue.
 
 ==========================
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 ---
  * Origin: Человек человеку - друг, товарищ и секс партнер (2:5020/92)
 
 

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