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7.6 clicks to find local information. Nonsense.
I've just started a big campaign in one of the sectors the report considered and although the SEO has not kicked in our PPC campaign is working a treat.
16,000 terms which are delivering a 2.5% click through rate. As soon as they click on the ad they are taken to the page that gives them the info they need. How many clicks is that?
If it did take 7 clicks to get the information then we should be delighted as it means there are huge opportunities out there.
these statistics have been stable for many years now. studies time and time again point to the iyp audience as buyer focused. the data is currently accurate in my opinion.
ses have both need and research user-attributes. and until now, se result-sets (prior to local search segmentation) have been by nature variant (non-business data centric), with a mass of content to facilitate for keyword query variance. and the se user has been conditioned toward result set variance.
iyps are by nature much different. iyps satisfy local buying and need impulses with highly structured geo-category driven *business information* results. of course it is more buyer centric ~ as opposed to what?
the main se search box is a horizontal play; the iyp search box is a vertical play due to its concentration on structured business information.
[lets also not forget that yp's iyp urls have been on the front cover of your telephone book for i don't know how many years]
the iyp to se buyer number will change over time. or better put, the lines between what is an iyp and se will blur. to compete, the iyps and the se's will both need to provide precision local result-sets (needs) along with much deeper buyer information (qualitative-research), similar to what is found in vertical focused players, to satisfy the growing savy of the internet consumer.
right now, brand, legacy, and structure make iyps a logical place to house more direct buyers then researches. at the same time, the new se pure-local search utilities are so new that users don't know that such a need based utility in an se exists that can statisfy their traditional *local* yp-lookup needs ~ the only business model iyps have been concentrating on for many years now.
keyword query savy is a new mass art. querying infomation for accurate answers will put pressure on the search box and results set to improve and contain structured category-like accuracy over rich meta data information. neither se's or iyps possessed both components until recently. at least not together (ala Y!YP and Y!Search in face of the new Y!Local)
it's saturday ~ the internet buying cycle and local behavior is a topic that deserves much attention. enter the social networkers, vertical aggregators, local media, classifieds, and shopping.