Search Engine Positioning Leader iProspect Warns That Google Contract Extension With Yahoo! Reflects Industry Mega-Trend: Spider-Based Search Engines Have Defeated Human-Edited Directories -- Spelling Serious Implications For Companies Marketing On Web

iProspect CEO Fredrick Marckini Says That This Changes Everything: Web Site Design And Yahoo!'s Business Express Program Are Now The Two Most Important Factors In Determining Web Site Ranking And Visibility. ARLINGTON, Mass., Nov. 18 /PRNewswire/ -- iProspect(R), the Original(TM) Search Engine Positioning Firm today warns online marketers that Yahoo!'s decision to extend its contract with Google, and the unprecedented decision by Yahoo! to subordinate its own human-edited directory with Google's search database, represents an industry mega-trend that has significant implications to online marketing programs. Namely, search databases have now effectively replaced human-edited directories as the perceived most successful search mechanism, as all major search properties are now leading with search databases and subordinating their human-edited directory matches to them. This has two HUGE implications if you are marketing on the Web: 1. Inclusion in Yahoo!'s Business Express program is now critically important to online marketing success (Yahoo!'s fee-based program ensures that a site will be viewed and evaluated in a timely manner -- a member of Yahoo!'s editorial staff will view the site within seven days of submission and consider it for inclusion in the directory.). Having your Web site listed within Yahoo!'s directory impacts your site's link popularity in Google; the quantity, quality and context of links to your site from other sites; as well as Google's ranking algorithm (called PageRank(TM)), that determines the order in which sites appear in search results. This program is a huge benefit to Web site owners as it allows your site to be even more accessible to online audiences. 2. Web site design that is "search engine spider friendly" is more important than ever, since virtually all major search properties are now utilizing automated "spidering" as the means by which to index and rank your site, and not the mind of a human being. Web site owners' sites not designed with spiders in mind (i.e. sites that utilize Flash; sites that are graphic intensive; sites with little content) used to be able to rely on human-edited directories for prominent listings -- but not any longer. Hundreds, if not thousands of Web sites that once ranked prominently within Yahoo!'s database, but which were not designed to be "spider-friendly," will now be lost among pages that have been optimized. Spider-based search algorithms are now the only game in town when it comes to determining page rank. "The value of Business Express is no longer essential for just small business, but for big business it still remains a no-brainer purchase," said Danny Sullivan, Internet consultant, writer, and recognized search engine expert. "Because Yahoo! is making use of spider-based listings more than they ever did in the past, it is more valuable than ever to optimize your pages. These changes make it more important that companies consider their search engine strategy." "This development is nothing short of an earthquake for Web site owners and may prove cataclysmic to some whose Web sites are not prepared," said Fredrick Marckini, CEO of iProspect and author of the book, "Search Engine Positioning." "Companies that had previously relied on their Yahoo! listing to generate site traffic may suddenly find themselves out in the cold. Conversely, Web site marketers whose sites are search engine friendly can expect increased traffic from Yahoo! now that Google's algorithm powers it. No longer can a Webmaster tell his Marketing VP not to worry about their search engine unfriendly Web site design because, 'we can always get listed in directories like Yahoo!.' This changes everything. It means that a Web site's architecture, content and general search engine friendliness will rule the day at virtually all major search properties, and this now includes Yahoo!." "Six years ago at the 1997 Infonortics search engine conference, someone summarized the proceedings by stating 'clearly, Yahoo! has won the search engine wars, which was evidence that human-edited directories provide better relevance than spider-based search engines.' A statement that I felt was a mistake at the time," said Marckini. "Yahoo! was winning the search engine wars because they had the most recognized brand, not because they provided the best search experience. All of the major search engines in attendance must have agreed with that unknowingly off-target pronouncement, because they spent the next five years partnering with directory services and subordinating spider-built search databases to directory content. Now that mistaken belief system has finally been put to rest. Today, virtually every major search property is powered by a spider-based search engine, not a directory. For Web marketers, it is decision time. You can curse the wind or adjust your sails. If the search landscape is dominated by spider-based search tools, your Web site had better be spider-friendly or you risk your site being lost in the 1 to 3 billion Web pages indexed by most search engines. Pay-for-placement engines can only get you so far, and the costs are prohibitively expensive with keyword bids up to as much as $5 or $10 per click, some even $50 per click. Monthly keyword budgets in some vertical niches are running upwards of $50,000 to $75,000 per month-advertising dollars that would not have to be spent if the marketers focused on making their Web sites search engine friendly." For more information, please visit: http://www.iprospect.com/googleextension Or, see this article by Danny Sullivan on SearchEngineWatch.com: http://www.searchenginewatch.com/sereport/02/10-yahoo.html About iProspect iProspect, The Original(TM) Search Engine Positioning Firm, is the leading provider of professional services that improve clients' Web site visibility in major search engines and directories. Founded in 1996 by Fredrick Marckini, the company helps large, established organizations increase their online market reach through consulting on search engine optimization and query language research. iProspect pioneered the industry and works with the most recognized and successful brands in the world, including Marriott, Miller Brewing, The GM Card and Sharp Electronics. The company has published three books on search engine positioning including the seminal work, Achieving Top- 10 Rankings in Internet Search Engines, and most recently, Search Engine Positioning. iProspect is located in Arlington, Mass., and can be reached at 1 800-522-1152, via e-mail at pr@iprospect.com, or on the Web at http://www.iprospect.com. Contact: Patti Abbate for iProspect (508) 533-0537 patti@sunrise-pr.com