Local Search 100 (101 is for next time)...

This article concerns what I have observed about local search engines which now number in the low fifties. As I mentioned in my last blog, it's not local search if it's not authoritative. There are three reasons why no one (except FindItByMe.com) is very happy to carry unverified data:

1. Web statistics = sales potential for web-only advertisers.


2. Non-paying business owners have no leverage against social networkers who can torpedo and sand bag at will for which the business owner has no recourse (except in a limited way by Yelp).


3. The public has grown accustomed to putting up with outdated, inaccurate and unreliable data.

Web statistics are the great lever against which a local search engine can exercise price points for advertisers looking for a lot of page views. The more page views, the more money the Typical Local Search Engine gets. There is no real business reason to ever clean up your data. You can act concerned and put a "Claim This Listing" button next to each business you display, but this is meaningless in practice. The more page views you can mislead someone into viewing in their vain attempt to find what they were looking for, the better it is for you and the web-only advertisers.

The social networking craze has made it even better for the Typical Local Search Engine by allowing reviews and ratings to be applied to any and all local businesses. Now the humble searcher of local establishments is treated to a shouting contest between a businesses' supporters and detractors. Even if a business could "Claim This Listing" and post replies to refute the negative comments, the comments are picked up by search engines and are part of the record forever. In any case, social networking means more page views which means more advertising banners and links for web-only/non-local advertisers.

The public's acceptance of inaccurate and misleading information is the biggest tragedy. It allows the Typical Local Search Engine to continue on their path of page views = $$$ with no regard to real local search whatsoever.

A business owner always has a large personal, financial and physical investment in the success of their business. Bad comments and negative press are sometimes warranted, but only if a sincere effort has been made to bring the matter to the attention of the business owner and there is no recourse left. I lay the blame squarely at the foot of the "free" search engine which uses unverified data to drive traffic to their sites and then sell ad space based on the statistics.

Business owners should not be tempted to find all these various search engines and submit their current information. It only helps drive business to other advertisers and allows you to be a target for malicious social networkers. Regrettably, the folks who post good comments can never override the effects of the negative ones.

In my next blog, I'll demonstrate clearly how to avoid this trap and be properly represented.