Surviving the LookSmart Carnage

While many have whined and cried over the recent changes at LookSmart, I’ve decided on a different approach. Don’t get me wrong; I dislike the changes just as much as the next guy.

Simply put, I sincerely question the value of a LookSmart listing with the exception of being listed in MSN. With that said, let’s evaluate the situation and take a look at the stats. Quite possibly it’s not as bad as you might think knowing that there are other good engines and directories out there.

I’ll have to admit I was a bit shaken when the changes first occurred and after several cups of coffee and a few temper tantrums I was able to sit and ponder the situation. Not long after doing so, I did a bit of research and I was able to see things a bit more clearly.

I’ve heard several opinions that state “the only people upset with the changes are the fly-by-night (so-called) SEO companies.” This in my opinion is absolutely not true and I wonder how much LookSmart is shelling out to have people post such blatant blathering. The truth of the matter is that most SEO firms have clients of various sizes with varying advertising budgets. Some of the smaller clients simply cannot afford this piracy and most SEO companies (large or small) either cannot or are unwilling to spend these valuable advertising dollars. Especially for something that would make them LookStupid…

After doing a bit of research here is what we’ve found to be true and accurate. First we decided to find out just how large LookSmart’s reach really is. It appears to be smaller than the Zeppelin blimp they claim to have floating around the Internet. Using WordTracker we find that LookSmart is garnering less than ½% of total Internet searches. This doesn’t include their partners so lets take a look at that also.

LookSmart’s partner sites with the exception of MSN don’t send us much traffic either based on server logs. The minor LookSmart partner sites either have 2nd or 3rd page LookSmart listings or they are placed in very obscure places. In order for users to see these listings they must first customize the search engine to include these listings or click a separate tab to get to this “Alternate” database. Not very good placement is it?

Let’s talk about the big partner MSN for a minute also. While LS listings appear front and center on MSN (below sponsored listings), Inktomi and Overture results are still present.

Overture’s results are placed in the top 3 “sponsored sites” listings when the keyword bid amount has exceeded the 15 cent LookSmart price and Inktomi results are shown either mixed in with or after the LookSmart listings. What does this tell us?

Well, after much calculation and studying we have determined how much traffic loss we would see if deciding to Opt-out of LookSmart’s new program. For our clients the average traffic loss would be about 6%. While being a significant number, it is nothing we can’t overcome. How many of those 6% are actually converting is another question that must be evaluated. Are you thinking yet?

Ponder this for a moment…

I did a search the other day on MSN for “oklahoma free checking”; a banking client wants to target this keyphrase. There were no sponsored results but front and center from the self proclaimed Internet search directory god LookSmart is? You guessed it, Long-Distance Oklahoma Movers - AAA Move. Now that’s relevant! Quick MSN get out while you can as we are doing!

I shudder to think that I am alone in my thinking method. Actually with the likes of Brent Winters, President of FirstPlace Software saying, “Unfortunately, I find it difficult to recommend LookSmart as a good value at this time as I have in the past.” “Today, there's many other factors to consider, making recouping your costs significantly more risky with LookSmart.” And with the tremendous complaints and reports of people being double charged, not receiving the clicks that LookSmart claims and getting no response from a customer service standpoint, somehow I don’t think I am.

Simply put and all jokes aside, we’ve done the math and evaluated the losses in traffic/conversions and when it comes down to it we can use the money that LookSmart is wanting us to pay; to pay someone else and receive a much more targeted and highly visible top placement.

With Overture listings almost everywhere on the web and being placed more prominently than LookSmart listings (with the exception of MSN) and with Google and other PPC programs out there, we will surely recover the 6% loss from LookSmart.

Stop whining, do your homework, and you too can survive the LookSmart piracy. The question is, will LookSmart survive? Will MSN stick with them with relevant results such as the one presented above?

Stay tuned…

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Article by Kevin Gee. Kevin and JUMP Internet Marketing are one of the most respected and recognized search engine-positioning specialists on the Internet. For more articles and advice on search engine placement, subscribe to the JUMP Internet Marketing Newsletter by going to http://www.jumpinternetmarketing.com/Newsletter.asp . For a complimentary competitive analysis of your website, visit http://www.jumpinternetmarketing.com/FreeReport.asp