Keywords help Web searches

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A new company called Netword claims it has a solution to the problem of interminably long URLs. For a license fee, Netword will create a referrer file for marketers that enables consumers to type a word or phrase into their browser, such as "Chrysler product information," and be linked automatically to that site. The catch? It's not quite automatic. Consumers must download the Netword software to use the system. A spokesman for Netword wouldn't say if any marketers have signed on to use the system yet.

Despite the need for a plug-in, there is one benefit to the service worth considering: If Networds take off, marketers can tag their print, radio and TV ads with different Networds to track the ads' effectiveness at driving traffic online.

Copyright May 1997, Crain Communications Inc.

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