Nextag Troubleshoots Declining Google Web Traffic
November 26, 2012
Relying on Google alone for Web site traffic is tricky business. In the New York Times article, “Google Casts a Big Shadow on Smaller Web Sites,” Steve Lohr and Claire Cain Miller look at the comparison shopping Web site Nextag.com’s bout with declining Google traffic. After Nextag engineers tested their side of the matter and found no issues, they doubled their spending on Google paid search advertising in the last five months. The move was seen as a necessity considering the amount of Web traffic Nextag received from both free and paid search ads. The issue has also gotten the attention of the US government because of possible antitrust violations. The author’s add this about Nextag’s next move:
His Google traffic now costs more. Two years ago, 60 percent of Nextag’s traffic from Google was from free search and 40 percent paid — people clicking on ads Nextag bought. Today, it is 30 percent free and 70 percent paid.
But his company has also shifted its strategy to become less vulnerable to Google’s charge into commerce. It has invested heavily in its underlying technology to help Web sites attract visitors, especially ones most likely to buy their goods.
The article is a good overview of the pitfalls when relying on Google advertising and what direction the issue is headed. One way to shift strategy from advertising is by enriching your Web site experience for visitors with a powerful search feature. InSite from Mindbreeze is one cost-effective and no-install required option worth looking at. InSite gives a custom searching experience unique to the user with the added benefit of mobile capabilities.
Philip West, November 26, 2012
Sponsored by ArnoldIT.com, developer of Augmentext
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