Search Engine Marketing, Search Engine Optimization and Search Engine Positioning Weekly Free Newsletter, May 6, 2006 edition

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(Continued) The RFS Newsletter, May 6, 2006. Page 5
In news on Wednesday, a class-action suit was filed against Yahoo and a group of third-parties accusing the company of engaging in syndication fraud against some of its advertisers. The lawsuit claims that Yahoo displayed these advertisers' Internet ads with the use of spyware and of so-called "typosquatter" sites that capitalize on misspellings of popular trademarks and/or company names. Even more explosive is the plaintiff's claim that Yahoo regularly uses its relationship with spyware and typosquatting sites to boost extra revenue around earnings time. The plaintiff alleges that Yahoo is conspiring with unnamed third-parties to increase revenue.

In developments on Thursday, Google was in the news again when it said it will display more ads for commercially-related keywords in its paid search results than non-commercial keywords. Google is rolling out a "quality change" that shows fewer AdWords ads on queries that users might prefer not to see ads on. What's more, the search company will place ads on queries where seeing ads might be useful, the company said. Google made the change to provide more relevant search results, Nick Fox, product manager for ads quality at Google, wrote on Google's "Inside AdWords" blog. More ads will be displayed for keywords that are more commercial in nature, such as "running shoes," than for non-commercial, educational-type keywords for people that are conducting research.

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