A good post from Greg Stirling of SearchEngineWatch (courtesy of Brad Robertson, VP Advertising for the Des Moines Register), referencing recent research and views on local search. It’s best summed up in this quote.
I tend to believe that what one might call an “integrated local marketplace” is what consumers ultimately want — the convenience and efficiency of getting their local needs met in one place. If I’m right this gives the search engines/portals an advantage “on paper” because of their more comprehensive content. But, to date, they’ve failed to fully leverage that opportunity in their local offerings, although they are improving under the intensifying pressure of competition.
I agree. Australia has plenty of vertical local search offerings. News Ltd’s True Local is the most interesting recent entrant but it’s overpopulation with brief listings ‘acquired’ from elsewhere without knowledge of the those listed makes the search results of dubious value. Searchers want honest results. That is, not results listing rich businesses which pay for more attention.
The Internet is a democratic place of equals and businesses paying to get in the way of good search results will soon frustrate consumers.
Smart local search will be about less but more accurate and more valuable content. Size (of one’s database) does not matter.
It’s good to see a newspaperman publishing this material for comment.
I think Greg might be pleasantly surprised if he looked at http://www.dLook.com.au.
Not only does it let you totally localise your search but you may even request quotes from businesses which you select.
I took Mark’s advice and went to dLook.com.au.
I needed a cleaning quote for the body corporate of the home unit complex I live in.
I asked 10 businesses and got 8 replies within 4 hours. I still cant believe how easy it was.