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Tuesday, March 27, 2007

ActivelySafe.com Lexus Ad Search Engine Visibility

I keep noticing these custom domains at the end of TV commercials. They should be visible in the search engines. (See previous coverage of the FedEx Kinko's NoMoreAllNighters.com search engine visibility). Let's look at ActivelySafe.com which appears at the end of a Lexus ad. It is visible on Yahoo:

ActivelySafe.com Yahoo Search

but has no search engine visibility on Google:

ActivelySafe.com Google Search

Looks like Yahoo has better search results. That was also true with NoMoreAllNighters.com. Is Yahoo quietly improving its search algorithms? Is Google focusing too much on ads and losing its edge in natural search? Why does this even matter? For Lexus and the ad agency who created ActivelySafe.com, it matters a great deal. Many people, out of habit, will type a domain name into a search box instead of a browser address bar. They're just so accustomed to starting any kind of web search that way. Doesn't matter if it's a domain name or a keyword. This "direct navigation via search" needs to be considered in a web advertising strategy.

BTW, for all you geeks that read this blog, note that there is not a standalone ActivelySafe.com web site. It's a standard 302 redirect to a lexus.com web page:

$ curl -I activelysafe.com
HTTP/1.1 302 Found
Date: Wed, 28 Mar 2007 00:36:38 GMT
Server: Apache
Location: http://www.lexus.com/models/RX/?launchGallery=true&afile=/lexus-share/gallery/models/activesafety.html
Content-Type: text/html; charset=iso-8859-1

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