The Present and the Future of Keyword Ownership
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Title: The Present and the Future of Keyword Ownership
Word Count: 703
Author: Mark Nenadic
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The Present and the Future of Keyword Ownership
Copyright 2006 Mark Nenadic
Have you ever seen an add that offers you ownership of a
keyword? If you’re on the internet much, or if you have an
email account, the answer to that question is almost
certainly a yes.
There are many services out there that offer to sell you
keyword ownership – specifically premium keyword ownership
– for the cost of a few hundred dollars every year. The
primary selling point used by these companies is that if
anyone happens to type the keyword you have purchased into
the address bar of their internet browser, then they will
automatically be sent directly to your website. There are,
in fact, about 2 percent of internet users around the globe
who have this ability enabled on their computers, since it
specifically requires certain element such as Internet
Studies have shown that approximately 4 to 7 percent of all
search queries are done by way of a keyword being entered
into the address bar of the internet browser being used.
For Internet Explorer users, any search queries performed
using the address bar are defaulted to an MSN search.
However, over time, most of us have installed a good deal
of additional software onto our computers, allowing for
such searches to be re-routed to other search portals.
This is often a sign of having installed a file sharing
software. Among the spyware and potential for viruses,
worms, and other undesirable additions to your computer, by
installing a program such as Limeware, Morpheus, or Kazaa,
you may have altered your default search in your address
bar from MSN to a different portal altogether.
Of the queries that are entered into the address bar,
approximately 50 percent of them are the result of having
accidentally mistyped their desired URL, therefore
instigating a keyword search. This accounts for the
between 2 and 4 percent of internet users who actually use
the address bar to perform their searches.
To understand the way that this functions, it is important
to know how address bars work. There are many different
companies offering the ownership of keywords. So many, in
fact, that they are able to compete with each other, and
even sell the very same keywords, only to different search
companies. This being said, it means that if you buy a
keyword, then depending on the company you buy it from,
they may only make the search available to those specific
internet users who have installed that company’s unique
proprietary address bar plug-in. This makes the total
number of people quite low for entering your keyword into
the address bar and then find your site.
Though it is up to you whether you choose to use keyword
ownership among your online marketing techniques, it is
vital that you keep yourself informed of the actual
potential that this method will offer you. Never hesitate
to ask questions of the company you’re considering, and if
anything looks fishy or not as appealing as it should,
simply walk away. There is lots of competition out there,
and there is surely someone who will be willing to make you
a better deal.
A marketing strategy based on keyword ownership is
difficult to measure. After all, many of the tools for the
process are not interchangeable, there are many competing
companies all selling the same companies to your
competition, and your target of internet users is quite
small in the first place. It can easily happen that all of
the money you spend on such keyword ownership will lead to
In competition with these keyword ownership businesses are
the search engines themselves; specifically those who have
their own toolbars. Many of the major search engines offer
a downloadable toolbar that allows you to enter keywords
and run searches quickly and easily. You are then
presented with that search engine’s range of closest
matches from all of their indexed websites. Not only does
this not cost anything, but more than one keyword
possibility can lead to your site.
As you can see, it is quite clear that keyword ownership
can be quite the tricky business and must be managed with
the utmost research and technical knowledge if any notable
gains are to be witnessed
About the Author:
Mark is the director and face behind FifteenDegrees-North
www.15dn.com , where you will find articles and
resources to help with SEO, marketing and Web design.