Unfortunately for search engine marketers, regional and local search represent large but very challenging opportunities. There is no question that people are turning to online sources for local information, but studies show that they turn to a variety of sources and search in many different ways.
Unlike national search, where most visitors just go to Google or Yahoo and type in a keyword phrase, local users may:
- Go to these same search engines and do a geo-targeted search like “plumber st. louis”
- Go to these same search engines and type in a generic phrase like “plumber”
- Go to Google Maps or Yahoo! Local
- Go to yellow pages sites
- Go to local search engines like Citysearch or Local.com
- Go to the local media sites like newspapers and tv/radio stations
- Go to other print or online directories
Your account manager can review all of these variables and your budget to create a successful campaign for your business or organization.
Source: Borrell Associates, “What Local Media Web Sites Earn: 2007 Survey” June 2007, via eMarketer. Local online advertising defined as “advertising placed by businesses with a physical presence in a given DMA that is intended to reach consumers and businesses in the same DMA”; numbers may not add up to 100% due to rounding. *Pure-play internet defined as Google, Yahoo, Monster, etc.
When you consider that many of the listings in Google and Yahoo are often loaded with many of these alternative information sources, you can see the challenge that we face. Plus, many of these sources produce such poor results that many users give up on using search engines and yellow pages as an effective way to find sources online.
In most cases, Captiva Marketing can design localized, pure-play Internet SEM programs and achieve a very high ROI. However, the search volume associated with many local campaigns typically limits them from generating huge numbers of inquiries.