Internet Search Engines – Used Like Telephone White Pages
For some businesses, a significant number of online searches are for the company’s name. Basically, these searchers use Internet search engines like the white pages of the phone book. Search marketers call these “recovery” searches (as opposed to “discovery” or “functional” searches where potential customers search for features or benefits of a product or service). For well-established local companies, we’ve seen recovery searches run as high as 20% or more of the total monthly phone calls or online inquiries.
Example from a Local Search Company
A few weeks ago, while doing research for an upcoming new client of ours, we noticed a tactic being used by a company we’ll describe as “a major provider of local search”. To clarify this example, we’ll call the local search company the “provider” and their client the “advertiser”. As part of the advertising program, the provider set up a profile type web page for one of the advertiser’s well-established locations. (Each city’s location of this advertiser had different names that reflect local home services companies they had acquired).
The provider optimized the advertiser’s profile page to be found for the advertiser’s specific location name in natural search results. The result: the provider’s web page came in above the advertiser’s own corporate website in natural search results. The provider also used the company’s name as keywords to trigger text ads. We find this situation to be significant for the following reasons:
If you have more examples of useful and not-so-good tactics in this topic, please post them. If you need more clarification, post your question or give us a call.
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