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A Visit
with Adam Soroca, a Representative from
Terra Lycos
by: Robin Nobles
A Glimpse into
the Lycos Search Engine. . .
A Visit with Adam Soroca, a Representative
From Terra Lycos
By Robin Nobles
Recently, the
Academy of Web Specialists had the
good fortune of having Adam Soroca, a
representative from Terra Lycos , attend a
chat session to visit with our students. Mr.
Soroca provided some excellent information
about Terra Lycos as well as their plans for
the future.
As means of
introduction, Adam is the Group Product
Manager for Lycos InSite and is in charge of
building a comprehensive suite of search
marketing tools. He has general management
responsibilities for the vision, execution,
and delivery of the Web-based platforms.
Adam explained
further,
“I am charged
with building a search marketing platform
for Lycos. We launched our first product
based on paid inclusion into the FAST Web
index in February of this year. We were very
quickly able to prove that by nature of our
brand and presence, search marketers would
come to visit for search marketing services.
“Two weeks
ago, we launched our second product, InSite
AdBuyer, a cost-per-click ad auction engine.
Both of these products are designed around
the concept of contextual advertising, so
that a searcher is presented with highly
relevant information when performing a
search.
“While our
platform is currently focused on our own
index, we seek to provide one-stop access
for all search marketing needs, including
multiple index submission and multiple
bid-management capabilities. All of these
are designed to drive traffic (i.e.,
customer acquisition). We are also looking
further down the visitor experience to the
ROI side to encompass campaign management.”
The following
are questions asked by Academy students to
Mr. Soroca.
Question: “I
see when I do a search on Lycos that there
is an 'advertisement' on the right side. Is
this the InSite AdBuyer?”
Adam:
“Correct. Those are the AdBuyer
cost-per-click ads. Our advertisers bid to
be in the 1st, 2nd or 3rd positions.
“These are
highly targeted ads as they are exact match
keyword driven. So behind the scenes,
advertisers are involved in a bidding
auction to vie for that space.”
Question:
“When someone clicks the 'place your ad
here' link, does it show what the bids are
for the keywords in question, so you know
what you have to bid against?”
Adam: “No,
actually we don't display the prices on the
front end. To view the prices for particular
keywords, advertisers must sign up for an
account and view that in the advertisers’
area.”
Question:
“What results does FAST supply to Lycos?”
Adam: “FAST
currently provides Lycos with our search
results. Our paid inclusion platform enables
Web site owners and marketers to guarantee
that their Web content is included in the
Web index and frequently refreshed. This
differs from paid placement in that the paid
inclusion customers do not necessarily show
up in the top of the results just because
they paid us. This content is viewed by the
relevancy algorithm and displayed
appropriately.
“Currently
this program is available to small/mid size
companies for an annual subscription. For
larger companies, it will be available at a
cost-per-click (those sites >1,000 URL’s).
Paid placement and paid inclusion are two
separate products. If you bid for placement,
you pay for actual clicks. If you buy paid
inclusion, that means that your pages are
guaranteed to be in the Web index (spiders
can't find everything), and the content will
be updated every 24-48 hours. So, if your
content changes, the index will reflect that
much more quickly. With an index of 2.1
billion documents, it can take FAST a while
to recrawl the entire index. This program
guarantees you are in there.”
Question: “So,
you have to pay for inclusion before you bid
for placement? Is this what I understand?”
Adam: “They
are two separate programs. The paid
inclusion relates to FAST and the Web index.
The paid placement relates to the three ad
panels that display on Lycos Search.”
Question: “And
your placement number in Lycos is then based
on the algorithm of the page submitted?”
Adam:
“Correct!”
Question:
“Where the paid placement is a cost per
click, your placement is then based on the
bid placed for a particular keyword?”
Adam: “Yes,
exactly.”
Question: “If
you aren't indexed and would like to buy pay
per click, where would the cost per click be
linked to?”
Adam: “The
cost-per-click ads go to any page that you
want provided that you have content that is
relevant to the keyword that you bid on. The
cost-per-click ads are completely separate
from the index. You do not have to be in the
index to bid on the ads. The ads are the
'advertisement' on the right hand side of
the page.”
Question: “We
are talking about cost per click (ad
placement) and paid inclusion. My question
is, if you don't pay for inclusion and pay
for ad placement, would you be indexed with
FAST or Lycos search engines?”
Adam: “No,
they’re completely independent. Paid
inclusion gets you into the Web index. Paid
placement buys you space on the Web results
page. You can have either or both, but they
do not work together per se. However, it
helps to purchase both for broad exposure
through paid inclusion and targeted exposure
through the CPC ads.”
Question: “In
your new InSite AdBuyer program, FindWhat
provides the technology but NOT the results
for your pay-per-click ads, is that
correct?”
Adam: “We have
private labeled the FindWhat ad auction
platform end-to-end. Lycos engages in
relationships with the advertisers
directly.”
Question:
“Where are the sponsored listings from?”
Adam: “Those
are provided by Overture, which is similar
in concept. Advertisers are bidding for the
1st, 2nd, and 3rd positions throughout
Overture's network.”
Question:
“What is the purpose of the “Fast Forward”
button in your search results? I notice that
using the button opens up a framed page
where the left frame shows the search
results including Overture ads, and the
current site is highlighted. Does this
button make it easier to visit the current
results, and is that its purpose?”
Adam: “That is
exactly the purpose. We are trying to give
the searchers an easier way to browse
through the pages that are served as
results.”
Question: “Is
it necessary to submit to both FAST and
Lycos, either through free Add URL or pay
inclusion, or does submitting to FAST get
your site listed in both indexes?”
Adam: “Web
site owners and marketers can submit to the
FAST index either through Lycos or directly
to FAST. There is no difference in the
indexes. Lycos search results are powered by
FAST.”
Question:
“Does the #1 result from Kanoodle still show
up in some Lycos searches?”
Adam: “No.
Kanoodle does not provide results on Lycos.”
Question: “Are
the results from the Lycos Web Sites
Directory (ODP results) mixed in with the
FAST results or only available through the
Web Directory link at the top of the page?”
Adam: “Only
FAST results appear in the Web result
listings.”
In Conclusion
If you don’t
have visibility in the Lycos search engine ,
you have several choices. You can pay for
inclusion in the FAST index , which will get
you in the regular search results for Lycos.
You can also participate in their InSite
AdBuyer program (http://insite.lycos.com/searchservices/),
a new cost-per-click advertising program.
Or, purchase keywords through Overture ,
which will also get you visibility in Lycos.
At the top of
the Lycos page, you’ll see a link to the Web
Directory, which is where ODP results are
found. ODP results can only be found through
this link, and they’re not mixed in with the
FAST results. However, making sure that your
site is listed in the ODP (http://dmoz.org)
is another way to get added visibility
through the Lycos search engine.
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