I am an avid reader of Fast Company magazine and I think that, as far as business magazines go, Fast Company is one of the best. So I was a little more than disappointed by Fast Company Online’s article The Key(words) to E-Commerce Success by Evan Goldberg. I am not sure who Evan Goldberg is, but the guy obviously likes to write without doing much research.

Check out this passage:

Google and Yahoo's keyword marketing networks provide basic reporting on a keyword's performance, such as click-through visitors to a site. What they don't provide is data on the conversion of those visitors to lead, prospect or closed sales, primarily because they do not match up with real time accounting and sales data.

Um, Evan, they actually do provide that. They have been providing that for a couple of years. Thousands for PPC advertisers use Google Conversion Tracking, Yahoo’s Conversion Counter and Yahoo Search Optimizer.

I am not sure if Evan Goldberg is a regular Fast Company contributor or if he is a freelancer (he doesn’t seem to have a bio on the site), but I think FC should reconsider using his material since he seems to skip doing his research.