Who's Who in Search Engine Marketing
Other Search Engines
A recent shift has put pressure on industrial companies to invest in online advertising strategies like organic search engine optimization by a professional custom website development company like Dynamic Digital Advertising (DDA), Pay Per Click (PPC) search engine marketing, or industrial directory placement. For years industrial companies placed listings in industrial directories like Thomas Register, a huge multivolume print resource. That is until Thomas Register stopped printing and started publishing its industrial directory on the internet.
Where Industrial Marketing is Headed
In a recent GlobalSpec survey, 56% of industrial marketers said they
plan on increasing marketing spending. More than half plan on spending
more money on search engine marketing, online directories, websites
and e-mail advertising. Thirty-five percent of respondents reported
they will spend more than half of the marketing budget on online marketing1.
The Cost of Industrial Directories
Costs of placing listings on Industrial Directories varies greatly.
Thomasnet, the vertical search by Thomas Register, is by far the most
popular of the industrial directories. It is broken into 65 thousand
categories and companies buy ranking points for $240, in order to achieve
top listings and an additional $95 if you want the listing to include
a link to your website. GlobalSpec, an engineering directory, offers
free submission but the cost for an advertiser to load their product
and reap benefits of lead generations can run around $15,000 per year.
KellySearch, has a price range from a base package of $3500 to $17000,
for industrial companies.
The Problems with Industrial Directories
Before, industrial directories were essential for business-to-business
searches, but now major search engines, like Google, Yahoo! and MSN,
are sending over 2 billion searches a day to business sites. In many
cases advertisers are spending up to $10 a visitor when they can receive
free advertising instead. Similar to PPC programs, smaller companies
who cannot afford purchasing ranking points that will place them on
the first page of search results will earn very little return on investment
(ROI). Industrial companies would benefit much more by enhancing their
website with organic search engine optimization by a professional custom
website development company like DDA.
1 GlobalSpec survey 2006