Page Impressions Ltd Blogcetera: Direct Internet Navigation and Error Correction

Thursday, September 20, 2007

Direct Internet Navigation and Error Correction

Direct Navigation and error correction are becoming significant areas of web development, enhancing the Internet surfing experience for users, enabling ISPs to monetise hitherto error traffic, helping brands to grow traffic through keywords and building advertising revenues for PPC and CPA players through the delivery of qualified direct navigation traffic. Today the PPC sponsored click through or the pay for transaction approach is the fiscal model behind all of the current error and keyword redirection companies such as Golog, Barefruit and Paxfire.

Originally pioneered by RealNames in 1998, the user entered a keyword and was taken directly via a paid-for route to a specific web page. Hence ‘jobs’ would be bought by Jobs.com for $1m. Each time the word ‘jobs’ was typed in the browser address bar of IE4, the user was taken to jobs.com website via an interstitial advising the user that they were navigating by a RealNames keyword. RealNames had a database of over 1.5m keywords, all of which were paid for. They were both brand names and a limited number of paid-for generic terms. The user of generics was restricted by MSN to use by them to navigate to MSN results pages. Other examples of direct navigation technology existed including the AOL keywords and Common Names.

The raison d’ĂȘtre of direct navigation was that a study by MIT in 2000 revealed that each time a user was forced to click to the next page to uncover a particular location, 50% of the audience was lost. Hence if a deep site location was 5 clicks away for every 1000 users searching for the initial site only 31 users would follow through. A subsequent study by the University of Boston proved that direct navigation improved eCommerce conversion by between 65% and 300% depending on category .

RealNames was forced into Chapter 7 by MSN because they viewed the rapid growth of keyword use as damaging their search business. Between October 2001 and May 2002 RealNames PPVs rose from 2m per month to 30m per month. The growth was 75% per month.

The direct navigation approach used by RealNames was successful because it had near 100% of user coverage through the embedding with Microsoft IE3 and IE4. This was also its main Achilles heel; since MSN were able to terminate this exclusive contract.

Since 2002 there have been a number of direct navigation solutions based on keywords that have been deployed. Most notably AOL continues with AOL keywords (although their use is restricted AOL subscribers). Yahoo! has deployed their own version on Yahoo! enabled browsers, as have Firefox and Opera.

Two years ago Google moved to introduce a ‘paid-for’ keyword direct navigation system based on the RealNames approach with the so-called “Browse by Name” approach, as well as a browser based spelling correction service using stored URL data. Google offered both Brands and Generics with direct navigation. Since it used the Google enable browser they have dispensed with any interstitial page. Type “Ford Explorer” in Google Browser and it will navigate directly to the deep site Ford Explorer page. Similarly type “Mortgages” it will directly navigate to “UK Mortgages Online”. All these solutions are browser-based. Google moved away from monetising error traffic but maintained its direct navigation approach with it's Google Toolbar and through a commercial relationship with Mozilla to apply direct navigation to results and brand sites to browser bar search on Firefox. The only other major keyword driven system was deployed by J-Word in Japan, which is based on 3721 company's downloadable system. 3721, a Chinese company, was acquired by Yahoo! in 2003 for $120m.

Error correction as a result of mis-spelt domain names and broken links in search results, resulting from 400 and 500 class errors are relatively new phenomena. Initial approaches that have been adopted were limited to the analysis of non existent domains (NXDomain). The first to be introduced was SiteFinder from Verisign using “wild card” technology provided by Paxfire in the US. This technology identified when a non-existent domain was being sought and offered the user the opportunity to buy the erroneous input. However, the service responded to both the “A” record domain name request to the authoritative name servers and “Mx” record which is associated with email. Providing a positive answer to a incorrect email address resulted in opening ISPs SMTP mail systems to virus attack. The service was quickly abandoned after a formal request by ICANN , the Internet’s governing body. This experience has made ISPs very suspicious of any DNS “modifications”. However, the level of NXDomain traffic has been identified as being a significant source of error traffic. Total network error traffic is estimated by Verisign to account for approximately 15% of total network traffic of which NXDomain traffic makes up about 20%. A recent study by Google recently indicated that 404 HTTP errors alone account for 6.96% of published pages on average of the 11.5 billion web pages currently published on the web or some 800 million error pages!

A more sophisticated approach is being rolled out by a British company called Barefruit. Barefruit is aiming to provide a relevant result for nearly 100% of network error traffic by not only dealing with the mis-spelt URL error resulting in an NXDomain response, but also covering the 400 and 500 class errors.

The Barefruit Service
Barefruit has a service which is based on the evaluation of broken links in search results and the identification of DNS errors. It can resolve 400 and 500 errors in particular the eponymous 404 Error as well as isolate NXDomain errors. It does this by utilising a proxy server to store a temporary cache of the page prior to the display of the error page. It then detects the error response and then analyses the broken link data and provides a further set of links rather than an error page. Barefruit estimate that a typical broadband user will generate fifty errors every month.

Barefruit patented solution covers the broadest range of error traffic.

1 Mis-spelled urls (NXDomain)
2 Keywords
3 400 Errors
4 500 Errors

The addition, of direct navigation methodology is relatively simple to achieve by combining the NXDomain redirection patches currently in the public domain with an extended taxonomy.

It differs from the previous direct navigation approaches in that it works at the ISP level and not the browser level, although a browser download is available, only deploying when an NXDomain event occurs in the browser or when a 400 or 500 error occurs in a link.

The Barefruit solution provides the ISP with an opportunity to take back a degree of control over “their” user traffic rather than losing it to third parties and also creates a revenue stream from users clicking through on sponsored links. One significant fillup for Barefruit is the rapid adoption of DPI - Deep Packet Inspection, which allows broadband and cable operators to monitor their web traffic and so identify http errors relatively easily and allow Barefruit to analyse and identify user preferences and hence present highly relevant results instead of errors.

Other Developments

Other developments in ‘Direct Navigation and Error correction’ are being pursued by a number of players although none currently offer a solution as comprehensive as Barefruit.

Google has launched its own keyword system in ‘Beta’ which is a direct click through system running from the address bar of Google enabled browsers. They are also introducing spelling correction at the browser bar level for mis-spelled URLs of the URL data stored in their database. This operates in a predictive mode similar to the methodology used in mobile phone text services. It does not eliminate mis-spellings but does reduce MURL events. The approach is not DNS based but its deployment in Europe is limited by the need to comply with EU Directive EU 2002/53. It also tends to offer the ISP with limited income opportunities.

Yahoo! is also developing a direct navigation service similar to Google’s ‘I feel lucky’ approach, taking users directly to the sponsored website. This is likely to be deployed through Yahoo! enabled browsers and their ISP partners such as BT Yahoo! in the UK. BT Yahoo! enable browsers already use keyword navigation utilising direct navigation. Yahoo! will use a variation in their T&Cs to overcome the issues associated with the EU Directive.

Both Yahoo! and Google suffer from lack of independence in respect of ISPs given Overture’s ownership by Yahoo! and relationship with BT Yahoo! and Google’s recent link up with AOL.

Paxfire, a US based company, has been promoting its mis-spelled URL service to ISPs. The service is based on a proxy server solution and relies on a data update solution similar to the ‘black listing’ of sites deployed by website filtering solutions. It was this service which was the basis of the Verisign SiteFinder service and has been demonstrated to be difficult to configure successfully to avoid key issues. Paxfire's Look-Up Service allows ISPs to capture search terms and misspelled URLs entered into any Internet web browser address bar and deliver relevant content and advertising. Paxfire's technology works at the network level and provides a plug and play platform that requires installation of the Paxfire Look-Up Engine (PLE) in front of a DNS server in the ISP’s network.

Golog is limited to NXDomain events and the current business model in Europe and appears to rely on a “forced redirection” after 4 to 7 seconds. Golog installs a software patch into an ISPs DNS infrastructure which redirects the NXDomain to a Golog analysis server which identifies a key term which is then looked-up against a Golog database and where appropriate Golog monetises its mis-spelled URLs through partnership with Miva (formerly eSpotting)or a PPA partner such as Zanox. The Golog solution does not cache the request and cannot deal with any 400 or 500 error traffic. There are some risks associated with the “forced rediection” approach as it can result in the user feeling that they have received an unrelated result which is a poor user experience and can result in the advertiser being charged for a click that a user hasn’t selected.

Conclusion

The development and interest in direct navigation and error correction is growing at a significant rate. In the competitive on-line advertising market, its user ability and untapped potential, it has the potential to supersede the current listings and search approach as users become more familiar with the ability to use the address bar as a direct navigation tool combined with auto error correction both at the browser and in the search listings. One key aspect of any solution that an ISP may apply lies in offering its customers a route to "opt-out" of any error redirection.

To date only Barefruit has developed a combination of direct navigation and error correction which covers nearly 100% of error traffic and it also enables the ISPs to be offered a very powerful revenue generating service from what had previously been regarded as rubbish traffic.

15 comments:

Vicente wiko said...

Rent Catering Info Konten Information Travel Marketing Jual Rumah Informasi Training Jasa Jual Beli Marketing Rumah Jasa Catering jasa training Jasa Akuntansi Little Forum Kursus Online Rental Mobil di Jakarta Lomba SEO Rumah Tangerang Jasa Company Profile canhr.info theregenerationroadmap.info youthalive.info

Murray butar said...

Supplier Baju Kosmetik Untuk Wajah Rumah Dijual Di Griya Loka Rumah Dijual Di Del Jasa Kontraktor Rumah Pemutih Kulit Secara Alami Tas Kantor Jual Rumah Bsd Game Truk Gandeng Tas Tas Batam Baju Murah Bandung Dijual Rumah Bsd Branded Tas Batu Merah Hati Rumah Second Di Alam Sutra Tas Branded Murah Harga Tanah Nusa Loka Harga Pintu Besi Pasir Putih Depok Gambar Interior Rumah Minimali main

Nettie yaka said...

Atap Genteng Daftar Kosmetik Pem Permainan Mobil Truk Supplier Tas Kontraktor Rumah Grosir Pakaian Wanita Tas Kw Murah Harga Sewa Rumah Al Grosir Tas Import Branded Pasir Pantai Rumah Dijual Bsd Gi Gudang Tas Branded Daftar Cream Pemuti Grosiran Baju Murah Harga Bondek Grosir Baju Online Toko Murah Online Rumah Dijual Di Sutera Jual Rumah Di Gadin Tas Murah Grosir

Clement vanesha said...

produk kecantikan kolagen produk kecantikan tabita pemutih kulit cream been bink cream yashodara dr rochelle skin expert tabita skincare grosir tas branded grosir baju korea importir tas branded supplier busana muslim supplier baju korea Jual Rumah Karawaci Jual Rumah di Karawaci Jual Rumah Tangerang Jual Rumah di Tangerang Jual Rumah Jakarta Jual Rumah di Jakarta

Benny carrolina said...

Bangunan Rumah Rumah Kontrakan Di Beton Precast Rumah Mewah Bsd Dijual Toko Murah Online Ukuran Genteng Metal Rumah Murah Dijual Jual Rumah Anggrek Rumah Dijual Bsd Grosir Aksesoris Mu Rumah Bsd Dijual Mu Desain Ruko Tas Tas Murah Harga Rumah Gading Jasa Pembuatan Taman Baju Grosir Rumah Design Jasa Arsitek Jogja Harga Rangka Atap Baja Ringan Harga Gula Pasir 1 Kg

oakleyses said...

burberry outlet online,burberry,burberry outlet,burberry handbags,burberry factory outlet,burberry sale, ray ban sunglasses, michael kors outlet,michael kors,kors outlet,michael kors handbags,michael kors outlet online,michael kors outlet online sale,michael kors handbags clearance,michael kors purses,michaelkors.com,michael kors bags,michael kors shoes,michaelkors,cheap michael kors, tiffany and co jewelry,tiffany and co outlet,tiffany and co,tiffany's,tiffanys,tiffany co,tiffany jewelry, rolex watches,rolex,watches for men,watches for women,omega watches,replica watches,rolex watches for sale,rolex replica,rolex watch,cartier watches,rolex submariner,fake rolex,rolex replica watches,replica rolex, tiffany and co jewelry,tiffany and co outlet,tiffany and co,tiffany's,tiffanys,tiffany co,tiffany jewelry, oakley sunglasses, longchamp handbags,longchamp,longchamp outlet,longchamp bags,long champ, uggs, nike free,free running,nike free run,nike free 5.0,free running 2,nike running shoes,nike free trainer,nike free trainer 5.0,free runs,free run 5.0, michael kors outlet store,michael kors outlet,michael kors outlet online,michael kors,kors outlet,michael kors handbags,michael kors outlet online sale,michael kors handbags clearance,michael kors purses,michaelkors.com,michael kors bags,michael kors shoes,michaelkors,cheap michael kors, tory burch outlet,tory burch,tory burch handbags,tory burch shoes,tory burch sale,toryburch,tory burch sandals,toryburch.com,tory burch flip flops, prada handbags,prada,prada sunglasses,prada shoes,prada outlet,prada bags, kate spade outlet,kate spade,katespade,kate spade handbags, louis vuitton handbags,vuitton handbags,louis vuitton bags,louis vuitton purses, nike shoes,nike outlet,nike factory,nike store,nike factory outlet,nike outlet store,cheap nike shoes,nike sneakers, uggs outlet, louis vuitton outlet online,louis vuitton,louis vuitton outlet,louisvuitton.com,authentic louis vuitton,louis vuitton factory outlet,cheap louis vuitton, chanel handbags,chanel bags,chanel sunglasses,chanel purses,chanel outlet, louis vuitton outlet,louis vuitton outlet online,louis vuitton,louisvuitton.com,authentic louis vuitton,louis vuitton factory outlet,cheap louis vuitton, longchamp,longchamp handbags,longchamp outlet,longchamp bags,long champ

oakleyses said...

kate spade handbags,kate spade,kate spade outlet,katespade, nike free,free run,nike free run,nike free pas cher,nike free run pas cher,nike free france, nike air max,air max,air max pas cher,air max one,air max 90,air max france, hollister,abercrombie,abercrombie fitch,hollister france,hollister pas cher,abercrombie and fitch,hollister pas cher, timberland pas cher, true religion, nike air max, ralph lauren,ralph lauren uk,ralph lauren outlet,polo ralph lauren outlet, air force,nike air force,air force 1,air force one,nike air force 1,nike air force one,air force one nike, mulberry,mulberry handbags,mulberry outlet,mulberry bags,mulberry uk, nike air max, michael kors,sac michael kors,michael kors pas cher,sac michael kors pas cher,michael kors france, oakley pas cher,oakley,oakley soldes,lunette oakley pas cher,oakley france, michael kors, vans,vans pas cher,vans soldes, lululemon,lululemon canada,lululemon outlet canada,lululemon outlet online, true religion, longchamp,sac longchamp,longchamps,longchamp pas cher,sac longchamp pas cher,longchamp pliage,longchamp soldes,sac longchamps,longchamp france, hogan,hogan outlet,scarpe hogan,hogan sito ufficiale,hogan interactive, nike free run, air max,nike air max,air max pas cher,air max one,air max 90,air max france, tn pas cher,nike tn,nike tn pas cher,nike tn requin,tn requin,tn requin pas cher, coach outlet,coach factory outlet,coach outlet store,coach factory,coach outlet store online,coach factory online,coach factory outlet online,coach outlet online, north face, michael kors,michael kors uk,michael kors handbags,michael kors bags, nike roshe uk, coach outlet store online,coach outlet store,coach outlet, louboutin,chaussure louboutin,louboutin pas cher,chaussures louboutin,chaussure louboutin pas cher,louboutin france, true religion, michael kors canada, nike blazer

oakleyses said...

north face outlet,north face,the north face,northface,north face jackets,north face jackets clearance,the north face outlet, iphone 6 plus cases, soccer jerseys,soccer jersey,usa soccer jersey,football jerseys, vans shoes,vans outlet,vans store,star wars vans shoes,cheap vans,vans shoes outlet,white vans,black vans,red vans,vans star wars,vans sneakers,vans shoes outlet store,vans sale,cheap vans shoes, insanity,insanity workout,insanity workout calendar,insanity calendar,insanity workout schedule, iphone cases, nfl jerseys,jerseys,baseball jerseys,cheap jerseys,nba jerseys,hockey jerseys,basketball jerseys,jerseys from china,cheap nfl jerseys, new balance shoes,new balance,balance shoes,new balance outlet,new balance store,new balance store locator,new balance shoes for women,joe's new balance outlet,newbalance,newbalance.com,new balance walking shoes, asics,asics gel,asics running,asics running shoes,asics shoes,asics gel nimbus,asics gel kayano,asics gt, mcm handbags,mcm bags,mcm backpack,mcm outlet, timberland shoes, reebok outlet,reebok,reebok skyscape,reebok shoes, hollister clothing, iphone 5s cases, birkin bag,hermes belt,hermes handbags,hermes birkin,hermes bags,birkin bags, lululemon outlet,lululemon,yoga pants,lulu lemon,lulu.com,lululemon.com, ipad cases, herve leger,herve leger dresses, abercrombie, abercrombie and fitch,abercrombie and,abercrombie,abercrombie kids,abercrombie fitch,abercrombie.com, jimmy choo,jimmy choo shoes,jimmy choo outlet,jimmy choo handbags, giuseppe zanotti, valentino shoes,valentino,valentinos, ghd,ghd hair,ghd hair straighteners,ghd straighteners, beats by dre,dr dre,beats headphones,dre beats,beats by dr,beats by dr dre,beats audio,dr dre beats,dre headphones,beats by dre headphones,beats by dr. dre,cheap beats, ferragamo shoes,ferragamo,salvatore ferragamo,ferragamo belts,ferragamo belt,ferragamo outlet, iphone 6 cases, bottega veneta,bottega,bottega veneta outlet

oakleyses said...

ugg boots,uggs,ugg,ugg boots uk,ugg uk, vans scarpe, montre pas cher, karen millen dresses, hollister,hollister canada,abercrombie and fitch,abercrombie,abercrombie and,abercrombie kids,af, swarovski jewelry, canada goose outlet, barbour,barbour jackets,leather jackets,barbour sale,barbour outlet,barbour uk,barbour coats,barbour clothing, converse, louis vuitton,louis vuitton canada,louis vuitton outlet,louis vuitton outlet online, pandora jewelry,pandora charms,pandora bracelet,pandora bracelets,pandora rings,pandora jewelry store locator,pandora charm,pandora charms clearance,pandora store,pandora jewelry outlet store,pandora jewelry sale online, rolex watches,replica watches,omega watches,rolex watches for sale,replica watches uk,fake rolex, moncler,moncler outlet,moncler sito ufficiale, moncler outlet, lancel, ugg,uggs,uggs canada, canada goose outlet, canada goose outlet, ugg pas cher, pandora jewelry, barbour, louis vuitton,borse louis vuitton,louis vuitton sito ufficiale,louis vuitton outlet, canada goose, ugg,ugg australia,uggs,ugg pas cher,ugg soldes,bottes ugg,bottes ugg pas cher, moncler jackets, gucci, louis vuitton,sac louis vuitton,louis vuitton pas cher,sac louis vuitton pas cher,louis vuitton france, doke & gabbana, juicy couture outlet, sac louis vuitton,louis vuitton,louis vuitton pas cher,sac louis vuitton pas cher,louis vuitton france, wedding dresses,wedding dress,dresses for wedding,bride dresses,dresses for weddings,wedding dresses uk,cheap wedding dresses,vintage wedding dresses,monsoon wedding dresses,lace wedding dresses,wedding dresses for older brides,wedding dresses 2014, coach outlet,coach factory,coach factory outlet,coach outlet store,coach outlet store online,coach factory online,coach factory outlet online,coach outlet online, juicy couture, moncler

Murray butar said...

Jual Rumah di Jakarta alam sutera serpong alam sutera tangerang bintaro 1 bintaro jaya sektor 9 bintaro perumahan bintaro sektor 1 bintaro sektor 4 bintaro sektor 9 bintaro tangerang cari rumah cari rumah bintaro cari rumah di jakarta timur cari rumah di jual cari rumah disewakan cari rumah murah di bintaro cari sewa rumah cari rumah cari rumah bintaro cari rumah di jakarta timur

Jayna firman said...

Grosir Baju Korea Termurah Grosir Baju Gamis Baju Wanita Murah Baju Import Murah Grosir Baju Branded Toko Baju Korea Model Baju Wanita Fashion Online Shop Baju Online Korea Murah Baju Online Tanah Abang Butik Online Baju Korea Grosir Pakaian Wanita Baju Kerja Murah Fashion Korea Baju Gamis Terbaru Korea Fashion Baju Gamis Terbaru Baju Dress Terbaru Baju Import Online Supplier Baju

Ziz Aziz said...

Nice article,like it

Upcoming Movies of July 2016

Anonymous said...

Nice article..

Forex trading schedule

Unknown said...

Your article gave me useful information. thank you
here is my website...

Natural Ways delay menstruation
Signs bodies of water shortage
Know the 10 signs of obsessive compulsive disorder
Lower cholesterol by eating cucumber
High uric acid: Symptoms and causes
Arti tahi lalat di wajah
Health News and Health Alerts in Medical
Cara meluruskan rambut pria
Cara mengatasi rambut rontok
Cara menambah followers ig

Manfaat, Khasiat, Dan Info Kesehatan said...

Information really really help me, because really as I hope to be found .. hopefully your future can provide more knowledge and useful info like this, thank you friends .. hope you always the spirit ...

Cara Menghilangkan Lemak Perut Secara Alami Dan Cepat
Kesalahan Yang Sering Dilakukan Dalam Merawat Gigi
Obat Penghilang Rasa Sakit Alami
Tips Sederhana Menurunkan Berat Badan
Cara Alami Mengatasi Kebotakan
Makanan Pencegah Kanker Prostat