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Tuesday, March 25, 2003
The changing face of search engines - Stefanie Olsen and Jim Hu, CNET
Ken Abbott knows the ins and outs of search engine marketing: Dollars for clicks are in, directory listings are out. Abbott, head of Web marketing for Integramed.com, which sells infertility treatments, considers obtaining an editorial listing in Yahoo's directory "a waste of time," given that 95 percent of his site's traffic comes from pay-per-click advertising in search networks Overture and Google. "I paid for reviews with all the directories at the beginning of my marketing initiative (in 1999), but being in a directory is meaningless now unless you can rank on the first page," he said. "I have complete control with pay-per-click advertising--I can get to the top, I control the headline and message--whereas with a directory listing, it's what (Yahoo editors) decide to write."
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