While you may have heard of a controversial new program called
Site Match, which is being run by the Yahoo/Overture team, what
you probably don't know is what this program is really all
about. Site Match is a program created to get your site into the
Yahoo database (formerly the Inktomi database) and it can be
expensive. It is based on a yearly fee and an additional cost
for every click you get from a Yahoo based search engine.
Demystifying the Mysterious Site Match
Let me back up a bit and give you some history. On a hot July
day in 2003, the directory giant Yahoo bought the colossus Pay
Per Click (PPC) database Overture (previously known as Goto).
Today, Yahoo has decided to monetize by offering us such
programs as Site Match.
What Site Match Is Not
- Site Match has nothing to do with the $299 fee you pay to get
into Yahoo's directory
- Site Match will not get you better rankings in Yahoo (or in
Overture)
- Site Match does not get you into Overture's auction-style PPC
database
What Site Match Is
Site Match ensures that your site is listed in Yahoo's search
database (not their directory), and that it is refreshed every
48 hours. If you are not listed in Yahoo's search database you
can do one of two things:
1. Wait until Yahoo's spider picks you up
2. Pay Site Match to list you right away.
Unless your site is brand-spanking new, you are likely to
already be listed in Yahoo's search database. Yahoo's spider
(Slurp) does an extensive job of picking up web sites to add to
the database. To verify that you are indeed listed, you can type
your domain into the Yahoo search box and see if your site comes
up (type "yourdomain.com" without the quotes). If a result comes
up, then you are in the database.
How Much Does Site Match Cost?
Site Match costs $49 per year to sign up and $0.15 to $0.30 per
click afterwards. If you are listed in Yahoo's database, you get
the exact same service for free (except that your site is
refreshed every month instead of every 48 hours). What are the
advantages of being refreshed? What does refreshed mean? It
essentially entails that Slurp comes to visit your site and
updates it to the Yahoo database every two days.
My Site Match Test
I decided to test out a site to see if there are any benefits to
using Site Match. I submitted www.PrintPot.com to the program on
April 23rd. This site was created in early April, so it just got
into the database a week before. The rankings before and after
Site Match are as follows:
KEYWORD RANKING APRIL 23RD (Before Site Match) print
pot........................... 9 epson inkjet refill
kits........... 59 epson ink refill kits.............. 65 epson
refill kits................. 126 compatible epson ink
cartridges... 164 epson chip resetter............... 355
KEYWORD RANKING MAY 3RD (After Site Match) print
pot......................... 14 epson inkjet refill
kits.......... none epson ink refill kits............. none
epson refill kits................. none compatible epson ink
cartridges... none epson chip resetter............... none
A ranking of "none" means that it did not turn up in the
listings. As you can see, since we signed up for Site Match, our
ranking dropped dramatically. Yahoo only shows the top 500-700
listings, and The Print Pot (which sells Epson inkjet refill
kits) is not found at all.
This was my experience with Site Match, but it was only one
experience. I doubt that I will be using Site Match again, nor
would I recommend it to my clients. However, with only one test,
it would be a mistake to conclude that the majority of sites
will drop in listings after signing up for Site Match. What is
troubling is how Site Match affected all the keywords that Print
Pot was struggling to improve.
What happened? Was there a penalty? The site has no reason to be
penalized as it followed all the content guidelines listed by
Yahoo/Overture at
http://www.content.overture.com/d/USm/ays/sm_gl.jhtml. These
guidelines were pointed out by the support staff from
PositionTech, a reseller of Site Match. So why did it drop? I
suspect that Yahoo is still ironing out the bugs from its Site
Match program. The other possibility is that Yahoo changed its
algorithm, and the new one does not rank www.PrintPot.com
highly. I have sent a letter to Yahoo and expect an answer in
the near future. I will inform you of their response in the next
www.RedCarpetWeb.com newsletter.
Should You Pay For Site Match?
The answer is wonderfully complicated.
Option 1) If you are already in the database: The answer is a
big fat NO WAY. The only exception would be if you change your
site more often than once a week. Even then, Yahoo would only
update the description, title, and ranking of your site on the
search engine results pages. The link would still go to the new
updated site even if you don't pay, and even if it is not
freshly spidered.
Option 2) If you are not in the database because your site is
new: It would normally take 2-5 weeks to be included in Yahoo’s
database for free. If you are in a hurry, then sign up to Site
Match. You should show up within 48 hours, and you will be
paying $0.15 to $0.30 per hit.
Option 3) If you are not in the database but your site has been
online for over 2 months: Something is wrong with your site.
Either your robots tag is wrong, or you have zero links in to
your site, or you have a penalty of some kind. In order to
resolve your situation, it is imperative that you need to hire a
search engine optimizing specialist to inspect your site.
Conclusions
Unless you are running a site that gets updated on a near daily
basis (such as a news site or a web log), my advice is not to
sign up for Site Match. You would be throwing your money at
Yahoo, and in return you would be getting a service you probably
don't really need. If you are not listed in their database,
there is probably a reason for it, and that same reason would
probably keep you out of the database even if you signed up to
Site Match.
About the author:
Shawn Campbell is an enthusiastic player in the ecommerce
marketplace, and co-founded Red Carpet Web Promotion, Inc.
(http://www.redcarpetweb.com/). He has been researching and
developing marketing strategies to achieve more prominent
listings in search engine results since 1998. Shawn is one of
the earliest pioneers in the search engine optimization field.
Contact: shawn@redcarpetweb.com
