DM News' Essential Guide to Search Engine Marketing: When It Comes to Search Result Listings, Less Is More

Share this content:

Much of local search is based on geography. That's a shame, because there are more important criteria that determine whether or not a merchant is relevant to a consumer. The consumer with the leaky pipe doesn't care if the plumber is just down the street or 25 miles away, as long as he or she can be in the basement within the hour.

Traditional thinking dictates that the more lists on which a company appears, the more chances that advertiser has of reaching a potential customer. But search results are too broad - they're largely pulled from white pages listings. When someone conducts a search for a local lawyer, he or she will get a list of all lawyers: large firms, small firms, those that practice corporate law and those that specialize in personal injury - some even out of business.

[Click the image for a PDF of the guide]

Filter, Filter, Filter

Search engines, directories and vertical lead generators should be working with merchants to incorporate the more important, but largely ignored, criteria that make a merchant relevant to a searcher. These are things like type of business, service specialties, if it's a residential or commercial address or what percentage of calls the merchant answers (for pay-per-call leads). DM News Essential Guide to Search Engine Marketing

First the why. Increasing the likelihood that a consumer will find what he or she needs makes it more likely that that person will elect to make contact, that the merchant will in fact provide the product or service sought, and that a transaction will follow - success all around.

Next the how. Analyze appropriate metrics to identify the merchants most likely to be relevant to a particular consumer. This process involves a shift in the status quo: ultimately more work on the part of the search vehicles and directory services, because it's no longer enough to simply aggregate as many listings as possible.

Advertisers should be clamoring for a filtering process, even if it means they are left off certain lists as a result. This refining process ultimately will deliver qualified leads of motivated consumers to advertisers, enhancing the consumer experience and the value of each lead.

Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here