ADVERTORIAL
A SEARCH SOLUTION
Tackle the local lead generation problem with thomsonlocal’s service SearchVisibility
T
he fact that 61 per cent of all local searches online result in a purchase highlights how important it is for businesses targeting local consumers to be highly visible in local search.
Local search refers to the search engine results that are shown when people type a query with local intent i.e. ’builders in Doncaster’ into search engines such as Google or Bing. Of the 20million-plus searches that are conducted on UK search engines every minute, Google estimates that 20 per cent of these searches have a local intent, whilst both Google and Microsoft agree that for mobile searches the percentage is substantially higher. Unfortunately, whilst local search is potentially the most rewarding form of local advertising, it can also be one of the most fragmented and difficult to manage. Local search engine results are made up of three core components: paid listings, map listings and organic listings. Paid ads allow you to bid for visibility on certain keyword and geographical combinations, whilst map listings and organic listings vary in terms of presentation but rely on differing ‘non paid-for’ signals such as content, trust and user experience factors. In addition, not only does the advertiser need to decide which combination of listing types they wish to focus their attention on, but also which search engines to promote themselves on. As a rule of thumb, organic and map listings
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www.franchisornews.co.uk “ thomsonlocal
have created a fully managed service designed specifically to boost visibility across major search engines and leading mobile ad networks
offer a better ROI than paid listings. They can, however, also require a large amount of work and, due to ever-changing search algorithms, can never be regarded as a certain and uninterrupted stream of new business. Paid listings, if managed correctly, offer the opportunity to generate leads at a solid ROI with a degree of certainty around new business generation. On the other hand, if they are managed incorrectly, it is very easy to waste a large amount of advertising spend. In terms of search engines, Google undoubtedly delivers the greatest opportunity to deliver a large volume of leads and can do so at a reasonable ROI, whereas Bing and Yahoo are less well used but can still deliver a proportion of the leads needed at a better ROI than Google. The reality is that focussing on any single listing type/search engine combination is
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unlikely to drive the sufficient level of new business needed to warrant the required time and financial investment. In order to provide a secure stream of new business at a good ROI, the aim should be to generate as many leads as possible from the best value lead sources. Recognising that some of these lead sources cannot be guaranteed means that it makes sense to target multiple ‘non-paid’ opportunities, so that chances of success are greatly increased whilst a targeted, paid campaign helps create a floor of new business generation that is less risky or variable in nature. To help businesses take advantage of the local search opportunity, thomsonlocal have created a fully managed service designed specifically to boost visibility across major search engines and leading mobile ad networks. The SearchVisibility range combines an award- winning PPC management service, offsite SEO services from an award-winning team, priority advertising on the highly-ranked thomsonlocal. com and its partner network (including leading mobile ad networks) and a fully SEO and conversion-optimised website built specifically to support the campaign. Starting from just £100 per month, SearchVisibility includes everything required to target multiple listing types, search engines and ad networks, and provides the best possible chances of driving a consistent volume of low cost leads via local search, whether for a single business or a network of branches. n
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