Search engine keywords Google on your own or Yellow Page directories?

search engine & marketing articles

A Free Service from E-Business Strategy, SEO, Internet Marketing,
PPC Campaign, Usability, Conversion and ROI Specialists at Karner Blue Marketing.

small business marketing google adword keywords on superpages.com or on your own?

Albany NY SEO firm company services search engine optimization US optimisation seo sem marketing consultant trainer New York USA

Client Testimonials
What our clients are saying . . .

seo sem website web site search engine optimization optimize google rankings improve albany New york

Google Keywords:
Invest in online super yellow pages version, or on your own?

Answers to this month's most frequently asked SEM questions
about Google keyword advertising through yellow and super pages .com and similar directories:

Q. We've been approached by the online yellow pages directory about Google keyword advertising. How is that different from Google Adwords?

A. Superpages, yellow pages and similar directory sites are in the business of using keywords to drive traffic first to THEIR website via your category. They then display results to all of the companies that have elected to pay to participate by category or keyword to list their business. A link to your website is listed, as well as those of your competitors, usually in alphabetical order much like the printed yellow pages.

This is similar to the approach taken by any directory website that you pay to participate in. You may pay for participation (flat fee per month or year), pay-per-impression, which is usually by cpm or cost per thousand views, or pay-per-click which means you only pay when someone clicks on your website as a result of an ad. You may also be asked to pay more for preferred positioning. This approach can be helpful if you are not able to achieve natural or organic search engine visibility on Google, Yahoo, MSN, etc.

There is one weakness I see in this approach that I believe most small business owners miss...The appearance of your business in the alphabetical listing in the online yellow page directories eliminates your relevance typically generated by specific keyword searches by your customers the way that programs like Google Adwords can. Online markering 101 tells us that putting additional clicks between you and your audience is counterproductive. You want to get in front of your prospect as quickly and directly as possible.

Perhaps the only time a small business absolutely should consider the online yellow pages listing is when they don't have their own website.

So, another Internet marketing approach to consider is to invest the money you would pay to be in the company of your competitors into your own pay-per click advertising campaign such as Google Adwords, that would result in using the same keywords to drive those visitors directly to YOUR website, or to optimize your website for improved "natural" or "orgainic" search engine rankings.

Google Adwords Benefits:
Your cost is directly related only to the clicks made from Your ads, going only to Your website, hence the term, "pay per click".

Managing your own campaign means you can reach the customer directly, rather than listing among your competitors. This approach does have a learning curve, however, and can become daunting for the novice. Many small businesses find that they are quickly overhwlemed in determining what is, and what is not working, what they should be paying, how to manage conversion, position against their competitors, etc ...which is when the experience of a search engine marketing pro can save you ALOT of money, time and headaches.

Whatever path you chose, be sure to carefully track cost, performance and conversion of those clicks to customers or leads generated from your website.

Q. The online yellow pages salesperson told me they just came from "Google training"...will they help us appear higher on Google's search engine?

A. Yes and No. Their objective is to drive traffic to the category within their directory based on keywords related to your business...and that of your competitors. Some in the SEM search engine marketing community view superpages and similar Google adword campaign sales as a poor man's alternative to professional search marketing services. Since many businesses don't have the expertise or the budgets to experiment their way to success with pay per click programs like Google Adwords and Yahoo Search Marketing, many will opt to use yellow page ads and hope the customer selects their business website over that of their competitor.

For example:
If we were to go to Google.com and enter the keywords: denver accountants

The results will produce a superpages natural listings result that links to 623 results, listed alphabetically in pages of 30 results per page. If your firm's name begins with an "N" ...well, you get the picture.

Q. Should we continue printing our display ad in the yellow page print directory?

A. For some businesses large display ads are expected and because of the revenue generated. However, for average local service small businesses like mechanics, florists, printers, real estate agents, etc. it may be far more effective to have buy a smaller display ad or simple text ad that includes your URL website address, for example: http://www.myveryownsmallbusinesswebsite.com/) to drive traffic directly to your website.

When you invite them to your small business website, you can more effectively represent your unique value proposition and credentials while helping your customers learn more about your business, products or services and closer to a purchase decision.

Not to mention, far fewer people are using print directories...click to learn more about how people find the companies they will do business with. It's no coincidence that all the print directories are moving online...it's where their small business advertisers are realizing they ahve to be in order to get in front of their audiences since more and more people rely on the Internet to search and shop for products and services.

When determining if the online version of the phone books is right for you, the best decision will be to meet your customers where they are looking for you, the way they are looking for you. Internet users are typically accustomed to instant gratification. So, the faster you can get YOUR small business in front of them, the better.

It is my experience that businesses in a local or regional marketplace typically get far better results when they invest in their own web marketing campaign. Always remember that a sound keyword strategy is vital to the success of any online marketing effort.

Q. Isn't it expensive for a small business to take on their own search engine marketing and pay per click Internet marketing campaigns?

A. Actually, no. Considering the amount of money many businesses are investing in mediums whose performance cannot be measured. (like the print yellow pages book). Online marketing programs like Google Adwords can be very cost effective for small businesses, especially those with a local or regional focus and provide excellent data from which to measure performance. There is always an up-front investment, but you have total control of your budget and the ability to measure conversion of visitors to customers online makes it far more attractive than many other offline advertisting opportunities.

Due to popular demand, we've developed an excellent small business Internet marketing campaign program that enables even the smallest of businesses to get in the search engine marketing game in a measurable and professional way. Contact us for a no obligation quote today!

Visit our Search Engine FAQs page for answers to questions like:

What is SEO or Search Engine Optimization?
What is SEM or Search Engine Marketing?
What is Website Usability Performance Optimization?
What are the benefits of a search engine optimized website?
...and more!

Have a question that has not been addressed here? Click here.
Ready to begin the optimization or Internet marketing process? Click here.

Happy Marketing!
Rebecca Murtagh, Chief Strategist, Managing Director
Karner Blue Marketing, LLC

ask an seo expert!

Have a question not yet covered yet in emails or articles? Drop us a line!
Also, be sure to add your email address to our list on the right > >

An award-winning internet marketing firm specializing in helping clients leverage proven methods and best practices in "White Hat" SEO search engine optimization, SEM, search engine design, website usability ROI, and conversion of visitors to customers. Internet PPC pay-per-click campaigns including Google Adwords, e-business strategy, web planning consulting and integrated marketing strategies. Karner Blue Marketing, LLC offers their expertise to companies throughout the United States and beyond from beautiful upstate New York. 150 miles north of NYC in NY's Tech Valley - Capital District Region.

We're all about delivering affordable, professional service that delivers results!

© 2001-2008 All Rights Reserved Karner Blue Marketing, LLC - Your Virtual Marketing Partner!