Small
Businesses May Benefit from Ego Surfing
January 03, 2005
By Jennifer Laycock |
Admit
it, you've typed your own name into a search
engine at least once. Chances are, you found
a few mentions of yourself from a local paper,
Internet message board or a friend's Web site.
You may have even found yourself being discussed
by people that you don't even know. |
Comparing
Apples and Oranges
January 06, 2005
By Brandt Dainow, Think Metrics |
"In the final
analysis, it doesn’t matter how you first
made contact with the customer. The important
thing is how much it costs to acquire that customer.
You can compare all your advertising outlets,
online or offline, by looking at the cost per
acquisition. Once you start looking at each
channel on the same basis, you may find that
they complement each other, and the best strategy
is to play to the strengths of them all." |
Yahoo
Local Officially Launches
October 4, 2004
By Chris Sherman, Associate Editor |
Although Local search
is replacing yellow pages on the Yahoo home
page, Levine said the company still plans to
maintain its yellow pages listings, in what
he calls "the trough" on the left-hand
side of the Yahoo.com home page. |
SearchTHIS:
Overture Gets Local Right
June 29, 2004
By Kevin Ryan, Search Columnist |
Remember one of
the original promises of the World Wide Web?
"Local relevant content for all,"
went the mantra. Until now, marketers and users
alike have been forced to live with search content
and local information at odds with one another.
Like a collected group of "B" movies
with cult-like user loyalties, local information
and search providers had yet to meet the needs
of its constituency in a truly efficient manner.
|
SearchTHIS:
Last Local Search Hang-ups
November 23, 2004
By Kevin M. Ryan |
Experts can agree
that many small businesses that don’t
have a Web site have a problem advertising on
search engines. Did anyone stop to think about
whether the majority of these top local businesses
actually need a Web site? Consider the following
top local categories: |
Search
Engine Optimization & Marketing Glossary
Edited by Danny Sullivan
Editor, Search Engine Watch
|
What the heck do
SEM, CPC, CPA mean? Find out here in the Search
Engine glossary. |
Local
Search and Yellow Pages: Not Just for Mom-and-Pops
October 22, 2004
By Kevin Lee |
If local advertising
is important to you and you need more inventory,
consider more IYP advertising. Some IYPs have
a CPC (define) performance-based pricing system,
although they don't have auctions. Others charge
monthly per category or have sell inventory
on a CPM (define) basis. |
Why
Pay-Per-Call is the Next Big Thing, and Why
IYPs hold the Key.
Fall 2004 |
The pay-per-call
model is one of the ways online advertising
players expect to attract smaller local businesses
and so-called SMEs, the Small to Medium Enterprises
that comprise as much as 75% of US businesses,
and which do not have a web presence. Several
online Yellow Pages providers offer performance-based
ad offerings, but none as of yet offer a pure
pay-per-call product. |
Pay-Per-Call:
A New Avenue for Search Marketers
By Heather Lloyd-Martin,
February 22, 2005 |
Local search in
the U.S. is hot, but nearly 14 million companies?most
of them small-to-medium sized businesses? are
missing the local search marketing revolution
because they don't have a website. |
Why
Search Engine Marketing?
By Richard Ball
|
According to a study
by DoubleClick, 41 percent of US customers used
search engines to research a purchase. Only
10 percent used a print ad and 9 percent a TV
ad. |
