Dissecting Local SMB Listing Opportunities on Google, Yahoo & Bing

I decided this morning to dissect local search results on Google, Yahoo and Bing using the search term: "plumbers West Bend, WI”. I choose “plumbers” + “a local city” + “state code” which I knew all 3 search engines would assume the phrase to be service and location in nature, thus showing at least some local results along with other results. Also, I knew this city, which is not far from me, has more than 10 plumbers. I also figured there would be plumbers listed that didn’t even have a website as well as others who do. My assumption was correct; of the 10 plumbers listed in the local search engine listings only 5 or 6 have websites (about 50%).

I only looked at page #1 search results on Google Local, Yahoo Local and Bing Local.  I also compared Google Everything, Yahoo All and Bing Web results. The idea was to analyze the search engine real estate and local listing opportunities between the 3 search engines, as well as to compare some of their similarities and differences.

I began with the same search term on each and did screen captures so I could more accurately view and analyze the listings. Then I grouped and compiled the listings into a spreadsheet to help visualize the results and where the best listing opportunities were for local plumbers.

Click on image to view full size

First thing to point out is that businesses without websites seem to appear in the local search results as much as businesses with a website. In some cases the plumber may have a website that is not listed or claimed yet. That should not be a real surprise, since so many websites are poorly optimized and many local businesses have not unclaimed their listings. Oddly, Google Local had one plumber listed with their website’s title tag instead of their actual business name and the title did not include the word plumber or plumbing. Bing Local listed one plumber twice with slightly different business names but the address, phone and website URL were identical.

It is surprising to me to see Bing Local still allowing the 3 Sponsored Ads at the top and bottom of the page to be controlled by the YellowPages.com, not by Bing themselves. That is why I decided to put “0” for Bing Local for Ads Top and Ads Bottom. Even when you click on “Advertise Here” in Bing Local search results it takes you to AT&T’s YellowPages.com website.

I find that Google Local gives the best opportunity to promote your business. It is possible to have both a free local listing and a sponsored (PPC) listing appear together in the search results page, thus doubling your exposure on the page. Plus, Google includes 3 organic listngs at the bototm of the page results. Even a plumber from another city that wanted to appear in the PPC page #1 results for "plumbers West Bend, WI" have 5 more sponsored listings chances with Google Local than Yahoo Local and 8 more chances than Bing Local.

Click on the image to see the full size screen shot

 

In the regular search results Google again wins with 28 total listings which includes their 7-pack local listings. With Google Everywhere  results it's possible to appear in the 7-pack local listings, sponsored listings (PPC) and organic listings – although rare it can be done.

Comparing the organic listings for the three search engines (not using local), Yahoo included 7 YP-type directories (Yellowpages.com, SuperPages.com, YellowBook.com, etc.) and only 1 actual plumber’s website. Bing Web had almost the same results with 6 YP-type directories and 1 actual local plumber. Google Everything listed 4 local plumbers in their organic listings and 4 YP-type directories, along with the 7-Pack Google Places listings. (Note: one plumber’s website in the Google’s organic listings wasn't from West Bend but was optimized for West Bend Plumber.)

Of the 7 local plumbers listed in the Google's lucky 7-pack only 1 had claimed their Google Places listing and only 5 of the 7 even have a website. Obviously distance, actual names, others citations, etc. also are a factor in being one of the seven local listings.

Click the image for orginal image screen shot

Click image for full view

Of the 5 local listings on Yahoo it appears only 1 had claim their local business listing and 3 had websites listed. Plus, on Yahoo's left meny they include links to 3 YP-type directories (YellowBook.com, DexKnows.com and SuperPages.com).

Click image for to see original screen shot

Google gives a SMB more listing opportunities (free and paid). They also are known to have the highest, total monthly search engine traffic volume as well. This doesn’t mean you go at this blindly and put everything on Google. You still need to use some smarts and continually measure your results to see where you get the most bang for your buck and the greatest amount of sales leads.

Getting listed on page #1 in all six of these search engine listing scenarios would be a great marketing goal for 2011 for any SMB. In the above example only one plumber acheived this without sponsored listings but also had some sponsored listings as well. Then make another goal to make sure your listings are claimed and up-to-date within all the major YP-type directories to add more opportunities to connect with your targeted local audience. Lastly, consider including in your marketing strategy doing some sponsored (PPC) advertising to boost your listings in cities within your service area that you business is not actually located in. Doing all of the above mentioned should dramatically improve your local search visibility to your targeted audience. Good luck!

Last note: If you perform the same search using the same search term you results may be slightly different depending on your location, foot print and other factors.