| By doing that, Special K is giving a lot of other sites some free traffic or eyeballs. When you search it at yahoo, there are a list of ads on the right, and other sites to do with Special K, including Wikipedia, a blog, radio station, etc. Their site is at the top, but far from the only choice. Seems silly they wouldn't use SpecialK.com in the ad.
This can't work for everyone though, so many words are used by so many companies and sites, you would just be helping drive more traffic there too. |