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Local Search (Digital / Print

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Anchor Listing:  A reference line that directs the reader to a display ad

Audiotex:  An audio advertising vehicle that complements the printed directory.  This advertiser-oriented service allows the caller to receive timely information on the advertiser’s product or service.

Bold Listing:  The company name is printed in bold, capital letters

Citation:  A mention of a business name in close proximity to its address, phone number, or both.  Used by the search engines to weigh both accuracy and popularity of businesses in their indexes. 

Core Directory:  Has the largest reach and greatest usage; includes information for the entire market

Coupon Advertising:  Coupons bound into directories, offering discounts to consuemrs

Descriptive Extra Line:  Extra line of copy in a Yellow Pages listing,, designed to supply additional information

Directional Advertising:  Advertising that directs buyers to sellers when they are ready to buy.  Local search and newspaper classified ads are examples

Directory:  Any website which lists business names and contact information in an organized fashion, typically in alphaabethicl order or by business type.  Directory information is frequently assimilated by the local search engine.

Display Ad:  An ad purchased by size (either by the inch, column, or page).  Display ads consist of varying sizes with graphic art, photos, logos, color, company-specific design, descriptive text, etc., limited only by the publisher’s graphic standards.  Placement on the page and within the heading is usually determined by size or seniority.

Finding Line (aka FL):  A brand, firm, service, or business name that appears in alphabetical order in a directory

Foreign Advertising:  Yellow Pages ads places in directories other than the one in which the advertiser’s business is physically located

Head Keywords: Very competitive, usually weakly targeted keywords with a high number of searches.  Usually either one or two works (“Lawyers,” “Dallas Dentists,” etc.) 

In-Column Ad:  An advertising product purchased by the half-inch.  In-column ad placement is determined alphabetically, listed within a column, using mostly text and surrounded by a box.  These can contain a logo, color, sometimes varying text (fonts, bold, italic, etc., depending on the publisher).

Internet Yellow Pages (IYP):  Online version of the Yellow Pages, accessed online by computer; national in scope

Keyword:  A term entered by searchers to find businesses or websites on a search engine

Landing Page:  The page that a searcher first visits when clicking through from a search engine results page.  Typically refers to the page visitors land on when clicking through from a local search result of a pay-per-click advertisement.  In local search, a landing page should usually include a contact phone number, the address of the business, and perhaps driving instructions.

Listing:  The most basic of all YP advertising products, a listing consists simply of the business name, address and phone number.  These can be made bold and sometimes in color.

Local Search:  Service provided by some Internet search engines (Google, Yahoo!, etc.) to provide information about local businesses, even those without a web site

Local Search Ranking Factors:

Long-Tail Keywords: Low-volume, highly targeted, less competitive phrases used by searchers to find businesses or websites at a search engine.  Examples include “dallas texas dentist for root canal infection” or “cheapest teenage driver car insurance Denver co”

Popularity:  A trait of a website or business that can be quantitatively measured in a number of ways.  For websites, search engines typically measure popularity by the number and quality of inbound links to that website.  For businesses, things ike the number and quality of citations, reviews, location-based service check-ins, might be used.

Relevance:  The degree to which a certain business or certain website matches the intend of a searcher’s keyword.  In local search, a particular business must be considered by the search engine to be relevant for a particular keyword in order to rank for that term – but typically cannot rank on terms on which it is not considered relevant.  For example, a popular restaurant may rank first in local results for “restaurants” or “fine dining,” but not necessarily be considered relevant for search terms like “bars” or “pubs” – even though they are related terms.

Visibility:  A generic term used to encompass the overall presence a business has established on the Internet.  Local businesses seek visibility through search engine rankings, social media profiles, review profiles, and other platform