When it comes to marketing on the search engines, LookSmart
has always been mandatory as far as SageRock is concerned.
But now the choice isn't quite as ironclad. The reason is
because they have recently increased the cost of their
"Express Submit" program from $199 to $299. This service
guarantees they will review your site within two business
days. They also have a "Basic Submit" program that will
get your site reviewed in eight weeks. This program went
from $99 to $149.
But the paying doesn't end there. LookSmart has multiple
ways for you to spend your cash. You are able to use the
"Express Submit" program for up to 5 different URL's of
your site. This is handy if you have distinctly different
sections of your site. Each URL will cost you $299.
Additionally, if you are not happy with your LookSmart listing
you can now utilize the "Express Modify" program. You are
able to change your description for $199 and you are able
to add an additional category in the LookSmart directory
for your site for $149. However, if you are changing the
address of your site you must use the $299 "Express Submit"
option.
For those of you with a healthy marketing budget you can get
involved with the "LookListings" program. This starts at $2500
a month for a pay-for-performance program.
Why all the aggressive pricing options? Jupiter Media
Metrix, a leading Internet and new technology analysis and
measurement company, reported in June 2001 that the LookSmart
Network reaches 77% of Internet users in the US, through 5 of
the top 10 portals, 5 of the top 10 ISPs, and hundreds of
additional ISP and media partners worldwide. These partners
include Microsoft's MSN, Excite@Home, AltaVista, iWon,
NetscapeNetcenter, Inktomi and AOL Time Warner just to name
a few.
The plus-side of all these pricing options is that they are
onetime fees (except for the "LookListings" program). Once
you pay your money then you aren't obligated to spend any more.
So chances are, you are going to get your money's worth over
the long haul. Additionally, being listed in a LookSmart category
is probably going to help your popularity in the eyes of other
search engines.
However, there are times where you might not see much
value. There are certain categories that have very long
lists of alphabetically organized sites. If you are a
metals part maker, for example, and the name of your company
begins with "W" you are going to be buried in 6 pages of
alphabetically organized pages. You can see exactly what I
mean here:
http://www.looksmart.com/eus1/eus317829/eus317864/eus77825/eus266177/e
us298950/r?l&
Chances are, your site is not going to be found too often
amidst all of the other sites.
In the world of marketing, $299 is not a lot of money -
especially for the sweeping presence LookSmart provides
and the fact that once you are in the directory you are
in for good. Also, in this new Internet economy we are likely
to see more price increases as companies scramble to find
viable business models. 9 out of 10 times LookSmart is
going to be a wise investment. My recommendation is to
do a bit of research to see where you are likely going to
be listed. If your category defines your company well and
you will get a decent positioning in that category based
on where your company name will fall alphabetically then
LookSmart is probably going to give you a nice traffic
boost.
About the Author
Sage Lewis, founder and president of the web promotion
firm SageRock.com. He has been employed as an Internet Strategist and
design/promotion consultant for 5 years. To subscribe to SageRock's
marketing newsletter, send a blank message to sagerock-
subscribe@egroups.com or visit the company's site at
www.sagerock.com.