So there I’m am, jogging past this house, and there’s a van parked outside, all the usual stuff; livery with logo, company strap line, telephone number. But wait a minute, there’s something missing, this guy doesn’t have a website! Question is: does he even need a website? Now there’s a thought…
And then I thought to myself, is it actually possible to perform SEM (Search Engine Marketing) for a company that has no website?
Making the list
The only thing needed would be a way of measuring (the success of) such a campaign, but that’s all down to who you’d be channeling your search marketing leads towards.
So, if you were funneling people towards a paid-for listing with someone like Yell.com, as an example, then you’d be getting reports and stuff, which is OK.
And most of these services offer you a web page to add in all of your contact details, a logo, map for directions, even banner advertising at a price.
So quantifying the traffic to these directories into actual raw numbers would be handled for you.
Additionally, you’re going to be adding in some copy, explaining a thing or two about you and your business. And what better opportunity is there for you to practice a little SEO (Search Engine Optimization) and infuse your copy with some choice, juicy keywords & key phrases.
All of which will tickle the fancy of the likes of Google, Yahoo!, MSN, Ask et al, and even other directories, too.
A question of trust
Essentially, this is an exercise in authority and trust. You need to build a picture in the mind of your audience that you are the guys to go to when they want Service X or Product Y.
Things like written or verbal testimonials build on that sense of trust, more so than any amount of advertising and brand building, whether you have a website or not.
So there you go, some SEM ideas for those few, insane business owners still holding out by not having a website…