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03.27.09 How To Determine If Your Website Is Credible  By
Peter Da Vanzo I saw a link-bait article at the top of TechMeme this past weekend entitled ""Why Advertising Is Failing On The Internet". The article outlines how internet advertising will fail because it (apparently) holds people captive and forces them to watch ads (huh?). I'm paraphrasing, but that's the jist of the conclusion reached by the author, Eric Clemons, of the University of Pennsylvania. I certainly hope a lot of would-be advertisers listen to his view on search advertising, because it will reduce the bid competition for the rest of us: Misdirection, or sending customers to web locations other than the ones for which they are searching. This is Google's business model....Misdirection most frequently takes the form of diverting customers to companies that they do not wish to find, simply because the customer's preferred company underbid" Bizzare. For starters, what is the searchers "preferred" company? That statement assumes the searcher already knows what company they are looking for. Perhaps, as is often the case, they are looking to solve a problem, not locate a specific company. Secondly, anyone who has paid for ads would know that the last thing you want to do as a search advertiser is to "misdirect" visitors to your site i.e. visitors who aren't interested in what you're selling. It costs a fortune, makes no money, and Google will likely demote such ads due to a poor quality score. Sergey Brin is of the opinion that advertising can add value, so long as it is relevant: "....it fits with the notion of Google co-founders Sergey Brin and Larry Page that ads can and should be at least as useful to people as search results and other online content. "We believe there is real value to seeing ads about the things that interest you,"
Of course, he would say that, but I think it is true. Ad content need not be intrusive. Relevant advertising, delivered when the customer wants it, can and does solve problems, and thus adds value. Advertising also facilitates a lot of web content that simply couldn't be offered for free if the advertising didn't support it. Google itself could not exist without advertising. Anyway, Danny Sullivan does a good fisk of the article. We'll worth a read. Website Credibility Danny brought up an interesting aside about credibility, which I thought I'd riff on and hopefully we can share some ideas in the comments. Here is how Danny decides if a travel website is credible: I have this "travel guide" test to use to help determine if an expert source knows what they're talking about. Ever struggle to decide which travel book for some vacation destination might be the best one? Me, if it's a travel series, I pull the guide for a destination I know well, like my hometown. I know my local area in an expert way - and if the travel guide suggests good stuff for my area, then I feel better about trusting it in other areas. In this case, because Danny has established the credibility of the source, he is more likely to go to places the guide recommends. He is certainly more likely to keep reading the site, which means more opportunity for advertisers to be seen. Continue reading this article. About the Author: Peter Da Vanzo is the founder of Search Engine Blog.com, a news resource for the search engine marketing industry. He is also a regular contributer on SEO Book. |
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