Local Search will Fuel Paid Search Market

An interesting paradox: Despite the fact that many early paid search advertisers were small businesses, there hasn't been a big shift in advertising dollars from traditional media. Data from a recent telephone survey of 500 small-and medium-sized businesses (SMEs), with 100 or fewer employees, revealed that only 5 percent had adopted search engine marketing.

In today's SearchDay article, Local Search: Missing Pieces Falling into Place, guest writer Greg Sterling suggests that local search may be the catalyst that causes advertising dollars to shift away from traditional channels and into search marketing. If so, we're just at the beginning of the "boom" in the paid search market, far from the saturation point that many online pundits are claiming.