The Go.com web site has switched over to providing search results from paid listings service GoTo.com, which puts Disney in the odd situation of earning money from the same company it had to pay millions to last year, after a lawsuit over logos.
Disney previously announced that the Go.com site was to close by the end of February. Despite this, the service has continued operating and providing results from its own search listings. That changed as of today, with Go.com's own search engine replaced by paid listings from GoTo.
While GoTo does have some editorial-style non-paid results which come from Inktomi, most of its top listings will be dominated by advertiser links. Consequently, a search for "Disney" on Disney-owned Go.com doesn't find the official Disney.com web site until clicking through seven pages of search results.
Specifically, the Disney.com site appears in position 103, because there are 102 advertisers paying to appear for its name in GoTo's listings.
Ironically, Disney lost a lawsuit against GoTo last year and was forced to pay $21.5 million for infringing on GoTo's logo. Now the company is earning back some of that loss through revenues it is almost certainly gaining by carrying GoTo's listings.
Going, Going, Go.com-Gone
The Search Engine Report, Jan. 30, 2001
Past article about the demise of Go.com.
Pay For Placement?
Past articles about paid listings on various search engines.
Search Engines and Legal Issues
More about the Go vs. GoTo court case can be found here.
The second coming of Infoseek?
News.com, March 13, 2001
Go.com -- ahem, Infoseek -- survivors hope to bring back the once popular search engine.
Disney reinvents Go.com with help of rival
News.com, March 12, 2001
A bit more information on the future of the Go.com site, basically that Disney still doesn't seem to know what to do with it.
The Original Search Marketing Event is Back!
SES Denver (Oct 16) offers an intense day of learning all the critical aspects of search engine optimization (SEO) and paid search advertising (PPC). The mission of SES remains the same as it did from the start - to help you master being found on search engines. Early Bird rates extended through Sept 19. Register today!