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WEBMASTERS SACRIFICE THEMSELVES TO THE ONLINE BRANDING RAT RACE: Web experts reveal most tedious and time-consuming tasks
London, UK - October 1, 2003 - Web managers could spend up to half of their working lives trying to find ways to drive traffic and promote their company’s brand online, according to a survey conducted by CommonName.
In a poll of 153 Web producers in the US and UK, 20% of respondents stated they spend over two weeks every month optimizing their Web sites for improved search rankings. Half of poll participants take between four and seven days per month.
Overall, 69% of Web managers admitted that maintaining a company’s online brand is a ‘challenge’, while 62% find it ‘frustrating’ to have to continually optimize their company Web sites for different search engines.
The most time intensive job reported by Webmasters was simply finding new ways for people to link to their organization’s Web site. The next two most time consuming tasks include producing unique meta data and resubmitting the site or sites to various search engines.
The most effective optimization tactic, according to respondents, was simply having good content and quality information.
Web managers were also asked what they considered worked best to drive traffic to sites. 69% said pay-per-click search listings were the most effective, followed by search engine optimization techniques and keyword navigation services. Banner advertising was roundly rejected by 82% as providing a poor return on investment.
"A Webmaster's role can be thankless and repetitive, but ultimately critical to the success of any organization that has an online presence," said Yurong Lin, CEO of CommonName. "Driving traffic to Web sites and optimizing sites for search engines is a constant headache that demands a lot of creativity, hard work and time. I’m sure the increase in popularity in tools such as pay-per-click search and keyword navigation might ease some of the Webmasters’ burden."
CommonName combines keyword navigation and pay-per-click search to simplify the job faced by Web services managers, helping to drive traffic to Web sites, optimize search results and maximize ROI.
About CommonName
Founded in February 2000 and headquartered in London, UK, CommonName is the largest global keyword navigation provider, with more than 28 million installed users. The company has been profitable since March 2002 and its user base is growing between 500,000 to 1 million users per month.
CommonName’s major product lines are CommonName Keywords and CommonName Search.
CommonName Keywords are everyday brand names or generic terms that can be used to navigate to Web sites instead of complex Web addresses. More than 50,000 business CommonName Keywords have been registered to date. Key benefits of CommonName Keywords for a business include brand protection, brand consistency, providing a convenient method for customers to locate them and drive traffic.
CommonName Search is a pay-per-click search engine. Results are displayed on partner sites and when users type a search term into their enabled browser address bar or CommonName Toolbar. Advertisers are charged for each customer that clicks through to their site. For more information on CommonName, please visit www.commonname.com.
For further details please contact-
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