So, the question is... "If I do all of the above can you guarantee me I'll get a Yahoo Express directory listing?

Answer: NO. ...but we can practically guarantee that if you don't construct your appearance package to resemble the guidelines above that you won't get listed. How's that.

The point is... if you look like a champion, run like a champion, and sound like a champion, Yahoo will likely see you as a winner.

On the other hand, if you drop the ball anywhere along the way, they may see you as a loser and you'll have "lost" your $299 (price updated 09/07/2001)

Next question: Is it worth all of the trouble?

Answer: Yes... Big time, for most companies. Yahoo is an 800lb gorilla in the traffic generating department.

When it comes to submitting to Yahoo, nothing should be left to chance. After all, you typically only get one chance to get it right. The problem in this case (and in all of the others we hear about) is that the Yahoo reviewer found something else on the page that could (in their opinion) replace what the webmaster submitted as the page title. In other words, the Yahoo reviewer was a person with an opinion. And, that can be dangerous.

So, in the spirit of leaving nothing to chance (in this example) we would recommend the following:

Search Engine, iWon – iwon.com – also switched to Google in July replacing Inktomi as the preferred engine provider. Even so, iWon continues to use Overture pay-per-click Sponsored Sites ads for their top 7 search results (maximum) while lower down on the page, search results from Google appear.

Ask Jeeves switches to AdWords - On July 18th Google announced that Ask Jeeves agreed to carry their Sponsored Links program for $100 million or more in shared revenues over three years time. This means that Google will be replacing the Overture results starting in September on both search sites, ask.com and teoma.com.

Inktomi - We've recently received inquiries asking if paid indexing through Inktomi is "worth it" in view of AOL's switch from Inktomi to Google for their search results. That's a valid concern and we're taking a wait and see position.

HotBot - HotBot merges Direct Hit Results - HotBot is now mixing in DirectHit listings in their search results for common keywords and phrases. And, even though Ask Jeeves now owns Teoma, these search results provided by DirectHit do not appear to be coming from the Teoma search engine. Instead they are coming from the click popularity based DirectHit engine. For less common phrases or keywords, HotBot uses the Inktomi search engine for their primary results.

AltaVista - No significant changes at AltaVista

Lycos - Fast has publicity endorsed a procedure the FTC recently recommended on disclosing paid listings. In addition they've taken steps to further detail where and when payments affect search engine results. As a result, on alltheweb.com, new links have been placed in the search results that detail where the information comes from and if there were payments involved.

DOMZ - ODP - No significant changes this month at ODP.

LookSmart - About.com and LookSmart announced, on July 25th, a new distribution agreement. LookSmart will provide the search results and About.com will display them below the editorial and paid listings sections. In turn, LookSmart will add About's Guidesites into the LookSmart Directory and also provide those listings at their partner sites.

Yahoo - Yahoo Chief Executive Terry Semel announced in a recent conference call they've extended the use of Google's search engine until September. Contenders to replace Google as Yahoo's secondary search engine include Fast Search and Inktomi.

This is a pivotal decision for Yahoo partly because most insiders consider Google's results to be superior to Inktomi or Fast. Inktomi does have one advantage – their Index Connect service which means they can likely do a revenue share of some type with Yahoo.

Another consideration is the fact that Google is now challenging Yahoo as a rival whereas the competition presented by Inktomi and Fast aren't nearly as formidable.

Overture - Overture offers the opportunity to get your site listed at the top of the engines in as little as three to five days. For more about this important strategy see the article Is Overture becoming The Best Search Engine Deal On The Net?