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Monday, September 30, 2002

LookSmart: Fact or Fiction, or "Should I Eat that Crispy Chicken?"


When it comes to LookSmart, one of the top three directories on the web and still the best way to get high placement on MSN Search, the most pressing questions on webmasters’ minds seem to be: (i) will they stay in business? and (ii) should I do business with them?

Many small businesses and industry consultants have already made up their mind on (ii). Since LookSmart changed their pricing model to "pay, pay more, and pay yet again some more" from the former paid inclusion (one-time-only) model, many have stated they'll refuse to do business with LookSmart, and will warn their clients against it as well. At fifteen cents per click for targeted traffic, this means a lot of businesses are consciously making a decision to pass something up that might be advantageous to them or their clients in order to show their displeasure with LookSmart’s recent policy changes.

But is this de facto LookSmart boycott all it’s cracked up to be? This wouldn't be the first time a boycott has failed….

[The full version of this article appears in the current (Oct. 2) issue of the quarterly Page Zero Advisor, my new subscriber-only newsletter. To become a three-year charter subscriber, visit the following link and pay $49 for my special report on Google Adwords: http://hop.clickbank.net/?trmon/pagezero. Crispy chicken not included. Cole slaw sold separately.]

Posted by Andrew Goodman




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