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The Fog of Local Search Reportage
March 13, 2006
Now, perhaps the reporting standards will not reach the zenith of the run-up to the war, but there sure is a similar fog--or perhaps even Nielsen-like nimbostratus--clouding the collective judgement of the Local Search Reportage Posse. I had always imagined, as the crocus is the herald of spring, that somehow these stories were planted, even payola'd, yet last Friday I found evidence of a much less sinister conspiracy- pathological extrapolation:
To analyze the current state of local search advertising, Borrell researchers examined more than 2,100 paid links to appear on Google and Yahoo queries for city-related keywords--such as, for example, "Des Moines real estate." About 36 percent of such pay-per-click links were from local advertisers--up from 5.6 percent 18 months ago.
Bam! With hard-nosed research like that, how can we doubt Borrell's assertion that Local Search will peak at $4 Billion by 2010 (quadrupling during that period, mind you)? When my little sister was 3 years old she was 3 feet tall. I worried what we would do when she turned 9 and could no longer fit beneath our 8 foot high ceilings.
All posts by John Lustina
posted by John Lustina at March 13, 2006 08:29 AM
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Comments
So what is your adivce for these small businesses who want to use SEM to their benefit? (Advice you are willing to give for free, of course :) I haven't quite been reading long enough to understand the obvious passion you have on this subject...
What of the success of services such as Craig's List and FSBOMadison.com, which are slightly different than what you are talking about but still fall in the local-web space?
Posted by: Colin at March 14, 2006 06:13 PM