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Issue #023: Tips For Local

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                    SearchReturn Discussion List
             "Understanding Internet Search Technology"
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Moderator:                                          Published by:
Disa Johnson                                       SearchReturn
               http://www.searchreturn.com
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December 20, 2005                                      Issue #023
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                   .....IN THIS DIGEST.....

// -- FEATURED POST -- //

          "Local Search Marketing"
                    ~ Jeff Hinds

// -- CONTINUING DISCUSSION -- //

          "Local Search Marketing"
                    ~ Jake Baillie
                    ~ Lee Odden

// -- ESSENTIAL NEWS -- //

          "AOL Google"
          "Yahoo! Update"
          "Effect on Offline Sales"

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// -- FEATURED POST -- //

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==> TOPIC: LOCAL SEARCH MARKETING

"I have a potential client who is a dentist. Obviously, it is a
local market he is after, and I recommended PPC to start and wait
on any time intensive natural SEO. Are there any resources which
show user stats for his industry?"

From: Jeff Hinds 

On Local Search: I would start by doing keyword research to find
out if people are actually searching for [dentist your city] and
any other variations of your target market.

I would also do some competitive analysis to see if other local
dentists have websites and are currently optimizing their site or
doing PPC.

In my city there are a lot of dentists doing PPC but I didn't
find any dentists with personal sites in the Google top 30.

Jeff Hinds
Search Engine Marketing Specialist
LaGarde-StoreFront The Leader in E-Business Solutions
www.storefront.net

 

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// -- CONTINUING DISCUSSION -- //

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==> LOCAL SEARCH MARKETING

"Obviously, it is a local market he is after, and I recommended
PPC to start. It's clear to me that a website is his best
option."

From: Jake Baillie 

Most of the local engines are starting to let businesses do PPC
and Pay-Per-Call without a website. Yahoo Local, for example,
allows a business to participate via a free "business profile"
page. So a website may not be required.

Just a thought.

"I need some data to prove it."

Investigate instances of keywords + geo terms, like "chicago
dentist". You can easily do that with existing inventory tools.
For geo terms, don't forget zip codes and possibly neighborhoods
(if you're in a large urban market).

-- jake

 

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==> TOPIC: LOCAL SEARCH MARKETING

From: Lee Odden 

We've purchased reports from Hitwise to gauge the potential
market for specific categories. That might be an option for you.
ComScore also offers this type of data, but is rather spendy.

Lee Odden

TopRank Online Marketing
http://www.toprankresults.com
Online Marketing News
http://www.toprankblog.com


Moderator Comment: It may have bias towards Google, one place
you can find stats is here:

http://www.google.com/ads/metrics_health.html

A local campaign would be appropriate. Consider adding Virginia
in all your geo-targeted campaigns for local AOL proxy users.

 

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// -- ESSENTIAL NEWS -- //

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==> AOL Google

http://blog.searchenginewatch.com/blog/051216-124401

Also see: http://blog.searchenginewatch.com/blog/051219-161144

Essentials: It looks like AOL search results will continue to be
powered by Google. Major AOL investor Carl Icahn is not happy.
Carl has written an open letter and reportedly has plans to
derail the deal.

 

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==> Yahoo! Update

http://www.ysearchblog.com/archives/000226.html

Essentials: Update was completed last Thursday. Ranking changes
have been observed. Additionally, Yahoo! has made recent changes
to SERPs.

 

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==> Effect on Offline Sales

http://www.dmnews.com/cgi-bin/artprevbot.cgi?article_id=35110

Essentials: Yahoo! launched a new service in partnership with
Marketing Management Analytics Inc., allowing advertisers to
analyze offline sales in combination with data from Yahoo!. After
evaluating these data, clients have reportedly increased their
online marketing budgets from a few percent to as much as 18%.

 

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