Surviving the Search Wars ? Local Directories

The pursuit of online information has become an increasingly dynamic and competitive marketplace during the past three years. Global heavyweights such as www.google.com, www.yahoo.com, and www.msn.com are backed by massive resources, making it nearly impossible for new companies to even attempt to compete. It would seem for new start directories it is almost impossible to aim for the "catch all" approach, as there are simply bigger companies out there with larger budgets ? who are going to dominate the market for years to come. However, there are still a number of innovative directories evolving which are capable of surviving in this ultra-competitive landscape. The key to this survival is undoubtedly focusing upon a niche and making sure your site stands out from others.

When performing a web search, users have the choice between search engines and directories. Directories tend to be categorised by webmasters or a group of subject experts ? such as the directory http://dmoz.com. When using such a directory, the user has the option to either type in a word to facilitate a search through the directory listings, or they can choose a subject heading, for example "travel". After clicking on this category, users are faced with lists of several subtopics such as "hotels" which would then be further split into geographic regions, then the individual hotel names.

In contrast, a search engine uses automated programs called robots or spiders to search through its database of websites. The user types a query into a provided dialog box in the form of a keyword, or string of keywords. The search engine then uses the robots to follow links and indexes of various websites in order to form an organised list of results in the user's browser. The world's most popular search engine, Google, currently has a database of 8,058,044,651 web pages.

With this colossal searching power, it is amazing that any directories are capable of surviving against the heavyweight search engines. The solution is perhaps to avoid trying to compete in the first place. For example, if a local directory run by people familiar with an area is marketed properly, then it can offer a real service for users, as one of the main problems people have with search engines is the difficulty in finding local services relevant to them.

Usually this problem stems from a lack of understanding of how to use search engines correctly. The majority of surfers searching the web for products/services will expect to find a local supplier just by typing a generalised term, and then cannot understand why they are faced with 300,000 results ? many of which are based in a foreign country. This is where a regional directory can offer more relevant results, without the searching knowledge required to make best use of the larger directories, and hopefully provide the information the person was looking for. Instead of performing a basic search, users are guided step by step through the categories.

One new directory which is taking a very innovative approach to the market place is the-best-of.com ( http://www.thebestof.co.uk/ ) which promotes itself as a "UK directory run by local people for local people". The idea is that individual people will take control of a geographical area which they know well and provide users with their "local knowledge" on local businesses and services. Although still in its early stages, this is an example of a directory which has found a niche in terms of the service it offers and isn't trying to tackle the big global players ? a strategy which has destroyed many directories before they have even started.

It is perhaps as a result of this market gap that Google has recently launched the beta version of "Google Local". Google Local's results are a combination of using business-directory information from third-party providers and integrating it with information about individual businesses from Google's existing database of website information.

When using this new service, users type both the product they are looking for and their geographic location. Results are then displayed in three columns, including business name, address, and URL (if relevant). Clicking on the link to a business name displays a business reference page with details about the business, a map, a button to get driving directions, and Web pages related to the business found in Google's main index. The new service also offers a degree of personalisation, allowing users to specify a home location, which is stored on a cookie set by Google.

Overall, it seems that that the ways and means we search for information on the web is set to continuously evolve over the coming years. This landscape is almost certainly going to be dominated by the big players such as Google and Yahoo. However, it is clear that as long as you have a quality, comprehensive directory that doesn't cast its net too wide then it is possible to survive and even compete in this dynamic marketplace.

Resources:

http://www.thebestof.co.uk/
(Regional entertainment and information in the UK)

About Peter:

Peter Scott is a researcher for the internet marketing company Optimiser and a regular contributor to discussions on search engine marketing and directory building.

About Optimiser

For further information contact:
Peter Scott
E-mail: press@optimiser.co.uk
Phone: 0845 130 0022

---

Search Engine Robots - How They Work, What They Do (Part II)

If your site isn't found in the search engines, it... Read More

PPC Advertising ? The First Step In A SEO Marketing Campaign

Often, sites view seo and PPC marketing as exclusive marketing... Read More

3 Principles Of Google

When online "Use it. Use it. Use it."Google is our... Read More

Google: The Ultimate Web Writer?s Style Guide

Indulge me for a moment.Forget that Google is a search... Read More

New Site and Sandbox: How to Get Rid of It

You have put lot of sweat in making your site.... Read More

Why Optimize Your Site For Search Engines?

Sometimes a search engine optimization company will miss that glaring... Read More

Do Not Ever Link to a Site Without Doing This First!

Links are a crucial part of attaining high search rankings,... Read More

Six Reasons Why Your Alexa Rating Is Still Important

1. Additional Exposure For Your Site.At the end of 2003,... Read More

A Three Day Marketing Plan for Better Google Rankings

If you're reading this article, you've probably discovered that simply... Read More

Feed Those Hungry WIIFM Monsters, Get Them To Multiply

Everyone packs their website with keywords in order to feed... Read More

Without Conversion Rates You Don’t Know If You’re Mickey Mouse Or Mickey Mantle

I couldn’t agree more with the headline of this article... Read More

Rock Your Rank With a Dynamite Text Link - Yahoo Directory Explodes Rankings

Last week a client called me excitedly exclaiming that their... Read More

Are Your Keywords Making Money for You?

I built my website, it's perfect. My chosen subject of... Read More

Types of Links

Internal Linking ? An introductionThe web as they call it... Read More

Do Not Drop Your Web Site Off the Search Engine Cliff

If you've been feeling like Tom Cruise climbing up the... Read More

These 7 Back Link Strategies Will Get You a Top Ranking on Google Guaranteed

Google use a very complex function to determine which search... Read More

Internet 2005: The Ten Billions Pages Search Engines

To see each and every page during 10 seconds would... Read More

Quick Keyword Research that Works!!!

Keywords are terms or words related to particular topic. Keyword... Read More

Work With The Search Engines - Dont try to Outsmart the Search Engines

Contrary to the claims of high-priced SEO firms, optimizing your... Read More

The Ultimate Free Google Ranking Tool

The first months my website was online, I was constantly... Read More

Answers Count - Matching Keyword and Phrase Density

What's more important to your business success - the question... Read More

Google Patent Application ? Linking

The recent patent application filed by Google details numerous items... Read More

Is Page Not Found Making Google Tell The World Site Not Found?

Search Engines are hard to tame, that's for sure. But... Read More

Finding The True PR Of A Page?

I had an email "conversation" this last week which I... Read More

SEO Expert Guide - Black Hat SEO - Activities to avoid (part 8/10)

In parts 1 - 7, you learnt how to develop... Read More

Driving Your Website through Google Sandbox

What is Google Sandbox?Google Sandbox is applied on new websites,... Read More

How to Get the Ranking You Always Wanted!

Is your web site well ranked (In the top ten... Read More

You Have More Web Sites Than You Think You Have: The Importance of Deep Submission

If I ask you how many web sites do you... Read More

What Constitutes a Complete and Effective SEO Campaign?

Unfortunately, not many Search Engine Optimization companies know what this... Read More

Increase Your Search Engine Ranking

There are methods to increase your search engine rankings which... Read More

Why Does The Link Page Have A PR Zero?

For beginners, link exchange campaigns can be a minefield of... Read More

5 Things to Keep an Eye on in the SEO World in 2005...

After the latest PR update at Google and MSN's beta... Read More

Increase Page Rank with Search Engine Optimization

Utilizing effective search engine optimization techniques will improve the page... Read More