Numerous studies have shown that when it comes to finding business information online, the big search engines may fail to deliver. Outsell, for example, found a 31.9 percent failure rate among business users when researching topics using the major search engines. That's because, according to Jason Prescott in a MarketingProfs article, general search engines rely on website popularity and keyword relevancy—a system that works well for consumer search, but not so well for finding business information.

So instead of fighting the Google and Yahoo wars, Prescott suggests that B2B firms turn to Vertical Search Engines (VSEs) and directories. VSEs use customized algorithms and search strings to put relevant results directly in front of targeted B2B buyers.

Good VSEs also provide enhanced services such as editorials, custom blogs and banners. Some will even allow marketers to blog on approved topics, resulting in highly sought-after user-generated content. If looking to partner with a VSE, check for the following:

• Industry focus
• Free, pertinent content
• Multiple interactive features
• Numerous, qualified members
• Results-based marketing services

The Po!nt: Working with the little guys can pay off big. VSEs can provide B2B marketers an excellent alternative to the general search engines. To find the best fit, research your options first.

Source: MarketingProfs. Click here to learn more.

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