Another Approach to Local Search

Share this content:
Mickey Alam Khan's article on local search really highlighted what seems to get lost in all of the recent hype from search engines about "local search" ("Local Search Is Primed for Sizable Growth," May 23). From a small business advertiser's perspective, paid search is just way too complex. From a consumer's perspective, using a search engine for local search is also too complex given the amount of info they need to wade through (which is perhaps why IYPs seem to be more efficient).

I work for a venture-funded startup, Judy's Book, that approaches local search a bit differently. Our belief is that there are three core things consumers want to know when conducting a local search: what businesses are out there, where are they located, and are they any good?

Our starting point is enabling friends and groups to swap information about local resources. We're doing this not by simply slapping a "review this business" feature onto a directory, but by carefully weaving together a number of different mechanisms for establishing a true sense of community and trust. This benefits consumers because it helps them more efficiently locate good businesses. It helps small businesses because it offers them a very simple value proposition that they understand: building a better relationship with customers whose positive word-of-mouth already drives so much of their business. We feel it's this simplicity that will finally encourage small local businesses to make the leap online.

Liesel Pollvogt, Judy's Book,


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

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

Relive the 2017 Marketing Hall of Femme

Click the image above