Internet Yellow Pages (IYP) for Verizon. Largest IYP i

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Local SearchApril 10, 2006 Anita Pinkerton
Search Marketing ManagerVerizon
SuperPages.comanita.pinkerton_at_verizon.com972.453
.8558
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SuperPages.com Overview

• Internet Yellow Pages (IYP) for Verizon
• Largest IYP in terms of traffic volume
• Launched in February of 1996
• 17 million unique visitors each month
• 17 million business listings
• Introduced Pay Per Click in March 2004
• Introduced Pay For Calls in August 2005

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What is Local Search ?

• Local Search (lok?l sûrch)
• Represents a search for local entities rather
  than a search for web sites
• Searches performed on a localized database rather
  than a full web search
• Online information on businesses in a community
  most commonly provided by an online Yellow Pages
  or search engine
• A search that gives better results when a
  location is specified
• For the purposes of this presentation Local
  Search is simply
• A search performed with a geo modifier in the
  query.

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Consumer Buying Process and the Internet
Consumer becomes aware of a need
Researches Products/ Services
General Search
Evaluates Buying Criteria
Decides on a product
Local Search
Finds a business
Sellers Venue
Makes a Purchase
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Local Search Sites vs. General Search Sites
SuperPages.com More than 90 of searches include
geography
For General Search sites, only 20-30 of searches
include a geo component.
Source SuperPages.com Log Files, 7/05
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Local Searchers are Buyers

• 75 of users contact a business found on
  SuperPages.com
• 45 that contact a business, make a purchase
• 84 contact a business they have searched for via
  telephone

These arent cold calls, these are red-hot
prospects.
Source SuperPages.com User Intercept Survey, 9/04
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How to get Local Search exposure

• General Search Engines
• Build geo targeted campaigns
• Keyword lists
• Creative
• Make use of Local Targeting with Google AdWords
• IYPs and Local Search Engines
• Evaluate advertising options
• PFP campaign options
• Fixed Fee Advertising
• Take advantage of submission options

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Submission Options SuperPages.com

• Basic listing is completely free
• Basic business profile is completely free

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SuperPages.com Alliances
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Extensive SEM Activities
SEM Activities - Ads run on Google and Yahoo to
drive traffic to our pages. Our advertisers reap
the benefits of our traffic purchase.
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Local Search Tips and Summary

• Be creative with your geo terms
• New York Manhattan, NYC, New York City, NY NY
• Landmarks are also geo qualifiers Empire State
  Building
• All geo targeting is not created equal
• Geo targeting with keywords performs better in
  some cases than the Local Targeting option
• Remember regional preferences when selecting your
  keywords
• Private Detectives performs well in the New
  England area
• Private Investigators performs well in
  California
• SuperPages.com Specific Tips
• Take advantage of link options. Ads with a phone
  link get more clicks than those that dont have a
  phone link
• Build ads for every category in which your ad
  appears

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Closing Words of Wisdom

• Invest in a good tracking process or program you
  cant manage what you cant measure
• Campaigns require constant attention because the
  landscape is always changing
• Respect relevancy relationships

Price
Bid
Keywords
Ad Title and Text
Landing Pages