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Subject: UKNM: Re: Search engines
From: Dirk Singer
Date: Wed, 17 Nov 1999 10:18:39 GMT

I know this has been done to death, but one route to take is to make your
URL your trading name (bloggs becomes bloggs.com and so on). Our company
name is Bolero and though we had some success when going down the search
engine promotion route, we still found ourselves in the middle of a ton of
other 'bolero's' including "Senor Bolero's site for Latin Music lovers" and
Bolero, the Russian software sales exchange.

Though directing traffic to our site wasn't the primary reason we changed
our name from bolero to bolero.net, it was certainly a consideration. Now,
when we reach potential customers through articles placed in our trade press
(banking and export mags), people immediately know where to find us

>I'm looking into search engines for the day job and was wondering how
>important you think they are in terms of delivering the right consumers to
>your sites.
>It strikes me that whilst a good ranking in a USA engine might increase
>page impressions, many of those people will be from outside the UK and if
>you're offering a UK service, then all you're really doing is increasing
>your costs.
>That said, some companies seem to spend a significant amount of money with
>certain agencies, trying to increase their rankings, while others don't do
>anything, perhaps even barring robots from their sites...
>What's your take on this?
>Ian Fenn MA
>Member of the International Association of Culinary Professionals
>http://www.chopstix.net/ - Chinese cooking on the web!

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