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Local Advertisers Lack Search Zeitgeist

Very interesting article

4:58 pm on Dec 29, 2004 (gmt 0)

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"The point is, local search is incredibly powerful, but we're very far from having it be a vehicle for local advertisers that's anywhere near comparable to their top ten local choices, like newspapers, billboards, radio, flyers, [or] direct mail," Morgan said. "All are more powerful local advertising vehicles than search is today."

ClickZ 12/29/04 [clickz.com]

11:54 pm on Dec 29, 2004 (gmt 0)

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This article makes me think that the real opportunity is not in selling services - web sites, optimization, advertising, etc. - to local businesses.

The real opportunity is BEING a local business.

People are searching for local businesses: spas, pubs, bakeries - and not finding local advertisers.

It's a missed opportunity for local businesses to drive new customers on the cheap.

Anyone feel like opening up a chain of spas in some select cities, having a "local" web site for each one, and flooding the local iyps with $.05 CPC ads? If a massage costs $100, your conversion doesn't have to be very good to make this work.

That would seem to be where the easy money is.

couple of interesting things in the year end zeitgeist as well: people are searching for pubs (not bars), bakeries more than italian, and hair salons (not beauty salons).

5:07 am on Dec 30, 2004 (gmt 0)

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The real opportunity is BEING a local business.


I get as close as I can to the business itself, because that is where the profits are. Of course operating a chain of spas is not quite as easy as you suggest ;-)
but having an SEO/technologist on board as an active partner is indeed worthwhile.

Now to get a business owner to undertsand that... well that might be even harder than getting them to understand the importance of good marketing.