Search Engine Optimization, Search Engine Marketing and Search Engine Placement Weekly Newsletter, May 20, 2006 edition

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(Continued) The RFS Newsletter, May 20, 2006. Page 4
Other players, notably Ask.com with its binoculars feature, have experimented with offering users previews of landing pages, but Snap.com's previews are larger and they permit more interaction than those of others. Though some might argue that interspersing ads with organic results would result in a commercially tainted service, McGovern contends that sponsored links can be very relevant on certain searches. The company uses a combination of factors to rank results including post-click behavior, conversion ratings, text analysis and link analysis. Because Snap.com allows advertisers to buy on a cost-per-action basis, it must gathers information on conversions from advertisers' sites. It uses that information to rank results. The company also buys anonymous clickstream data from third parties to analyze post-click behavior.

In developments on Wednesday, according to various industry sources, Microsoft is to accelerate its efforts to capture some of the enterprise search market from Google, and wants to pursue in that venue. Many theories abound as to what's to be unveiled, but maybe Microsoft is increasing some of its Internet features with Web analytics firm DeepMetrix, a 15-year old Web intelligence company.

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