Browsing Websites took the Gold

Posted by arlene

Among the companies getting the greatest number of hits from new users are companies with their sites listed within Web browser programs. What we’re referring to is sites that are easily accessible from pull-down menus of browsers, hot bars, or preset bookmarks. These sites usually include the browser manufacturer itself, any strategic partners associated with the browser manufacturer, and others who pay the fee required to get such a placement. One of the reasons the browser manufacturer sites are so popular is that they include their site addresses in the software, so the company’s site is the first one a newcomer sees. This gives browser developers a huge advantage; if a company sells or gives away 100,000 browsers, that company’s Web site is all but guaranteed 100,000 hits.

Although the preset sites that come up every time you launch a browser can be changed, many users may be too lazy or technically unsophisticated to make this change on their own. Consequently, every time the user pulls the browser up on the screen, the manufacturer’s Web site displays. No wonder Netscape and Microsoft have such vast hit numbers! Netscape even keeps a large portion of browser documentation on its Web site, which encourages people to return.

The pull-down menu listings or hot-bar placement makes getting traffic fairly easy also, as most newbies will browse through these easily accessed sites at least once.

The preset sites are generally very large sellers of advertising spots. The browser manufacturer’s sites are usually the largest sellers of spots and, in fact, were the first on the Internet to sell advertising in a large scale way.

Private on-line networks such as CompuServe (www.compuserve.com) and America Online (AOL) (www.aol.com) have taken a similar approach by including their on-line software in modem packaging. These companies learned early on that when customers buy a modem, they don’t always understand just how to use it. The private on-line networks make it easy for a new user to begin exploring their offerings by including startup disks in the modem box. The hope is that once users try an on-line service, they’ll be hooked and want to sign up.

There are two ways to get exposure on a browser developer’s Web site. The obvious way is by buying advertising space there. But you could also try to get your company mentioned on the site’s What’s Cool or What’s New pages. These lists are usually the first Internet directory listings a new user sees, and they can be very effective. If your site is included on one of these lists, prepare to be bombarded with hits. The lists typically maintain links to new or cool sites for about a week before updating or replacing them. If your Web traffic skyrockets for no apparent reason, check some of the browser developers’ sites to see whether you’ve been noticed.

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