Thursday, July 19, 2007

Consolidation Tightens Local Market

Local directory companies have been busy in the last week forming partnerships and acquiring companies in this increasing competitive market.

Local.com bought PremierGuide, a company that specializes in business listing services for publishers. Local.com will fold PremierGuide into its private label LocalConnect service for newspapers and other local publishers.

I didn't realize that my newspaper's website (www.oregonlive.com) even had a local business search because it was so hidden on the website. As classified dollars are lost to online competitors, this service will probably become more prominent on newspaper sites.

Idearc Media signed up Neighborhood.com and Jingle Networks as partners to display its SuperPages.com listings, while YellowPages.com has redesigned its website.

The trick for local businesses is figuring out which of the local directories are best able to promote their companies. Right now it is overwhelming to know which services to choose (also including Yellow Book and local services from CitySearch, Google, MSN, and Yahoo), so continuing consolidation is probably good for business owners.

Posted By John Gartner at 10:22 AM
Permanent Link: Consolidation Tightens Local Market | Comments (1)

(1) Comments on Consolidation Tightens Local Market

Business owners should consult with a Search Marketing firm to receive objective comparisons from a knowlegable source. Sales reps arrive armed with self-serving data which, when all info is combined, confuses business owners and creates frustration. You can't go wrong with Losal Search listings on Google, Yahoo and MSN (in that order). The relevant value of Internet Yellow Pages(IYP) and vertical/niche directories must be assessed on a case-by-case basis to assess the potential value. The evaluation process for pay-per-click (PPC) programs should receive equal scrutiny. Any business with a serious interest in web marketing must also invest in optimization (SEO) to get the full benefits of a web presence. Consulting with a competent SEO/SEM firm can minimize risks of wasting money, increase relevant web traffic and provide an optimum ROI for the advertiser's investment. An SEO/SEM firm can also help a business owner to better understand how to negotiate the best buy rates and avoid near worthless product offerings.

Comments by James Hobson : Saturday, July 21, 2007 at 02:24 AM

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