Marketing Frequently Asked Questions

Internet Yellow Page Solution - IYPS - is an Internet Marketing firm specializing in the Local Search market.

Internet Yellow Page Solutions IYPS has been providing internet marketing services to our valued clients since 2001. We have a proven method to help attract businesses using local search, search engine optimization SEO, Internet marketing, linking strategies, and other online tools.

Establishing high rankings on Google, MSN and Yahoo require a coordinated effort including:

A well-designed site with Search Engine Optimization (SEO) as a priority
Rich content using keyword research
Incoming and outgoing linking strategies
Local directory updates

Local search is updating local search engines, online directories, database providers and Internet yellow pages (IYP's) with information so visitors can find your business location or website when searching with geographical terms. It is also very cost effective and offers a great ROI for your marketing budget.
If you sell "office space" it can get expensive to try to get ranked on the first page of search engines for the term "office space". However, if your selling "office space in Virginia Beach" the task becomes much easier.

SEO stands for Search Engine Optimization. SEO is the process of optimizing a website to increase the traffic the site receives from the different Search Engines.
The goal to Search Engine Optimization is to have your site recognized by Search Engines and display your web site. Appearing at the top of the Search Engines is vital to keep competitive and attract new clients/customers to your web site.

Search engines are always working towards improving their technology to crawl the web more deeply and return increasingly relevant results to users. Search engines have limits. If you do not tell the search engines what you do, services you provide or products available how would they know? The right SEO techniques can bring in thousands of visitors the wrong moves can bury your site so deep into the search results no one will ever find it. The online environment is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.

You are not required to have a web site for local search / Internet Yellow Page directory update and this local service allows your business to have some sort of Internet presence.

However, having a web site allows potential customers to find out more about what you have to offer. This can help save you time normally spent on the telephone, allows customers to buy your products online, keeps you from depending on walk-ins during the slow season, displays the items on your menu (restaurants), displays charter boat schedules (captains) or can even show properties (realtors). Plus, having a nice-looking website will do wonders for first impressions.

A small percentage of websites are designed with Search Engine Optimization while they are being built. Most SEO is done after the site has been built. A good way to check is by looking at the title of your home page. Does it say "Home" or some other generic text? A much better way is to Contact Us for a free review.

Your site should have a regular maintenance schedule. This allows you to remove outdated material, fix broken links or add new content / products / services / locations to your site. By doing this, you are telling the search engines (bots and crawlers) to come back and "crawl" your site. To maintain high standings, you need to tweak your pages for better results. If you neglect your site so will the search engines. Remember your competition is trying to get the highest ranking possible as well.

Search Engines display search results on their Search Engine results page or SERP. The Search Engines use a number of factors when choosing which site is displayed 1st, 2nd, 3rd .... One of the ways to compete for high SERP rankings is by way of having "qualified" web sites link to your site. This also can and should increase traffic to your site.

It is a misconception that the more links to your site the higher your rankings will be in search engines such as Google. Google uses a complex set of algorithms to show the most relevant results possible. Google not only takes into consideration the actual link but the quality of the website that links to your site. If www.CNN.com links to your site it has much more weight to Google than having your kid's website link to your site.

Trying to add your link to as many sites as possible may not be the best time spent.

403 Forbidden 
An error message indicating that the HTTP server is not permitted to read a file.

404 Not Found 
Error message indicating that a web address is invalid.

Attribute
The distinct characteristics of a local business listing that can include name, address, phone, links, keywords and other unique content items.

Anchor Identity
The core Name, Address and Phone (NAP) local business listing attributes used by local search platforms to compare accuracy of listing identities they have, with those appearing on other local search platform sites. Consistency in NAP information is vital to increasing the number of local search platform citations and improving search platform rankings.

Browser 
A program that allows you to read HYPERTEXT in files or on the World Wide Web. Popular World Wide Web browsers are Microsoft Internet Explorer (IE), Mozilla Firefox (FF), Opera and Safari.

Business Listings Identity Management
Business Listings Identity Management is the ongoing process of authoritatively updating and verifying business listing information for Local Search. It enables businesses to certify, enhance, update and continually improve their local business listings for distribution to authorized local search platforms. In turn, these platforms receive verified, consistent Name, Address and Phone (NAP) information, for presentation to users, linkability with listings on other platforms, and a user feedback channel to reduce customer service costs and improve business listings quality.

Certified Listing
A certified listing is one that has been directly claimed by the authorized owner or manager of that business and verified by Localeze.  Local search platforms have the highest level of confidence that certified listings are trusted and accurate.

Citations
A “vote of confidence” local search platforms apply to a Local Search business listing each time they find a matching business listing’s Name, Address and Phone (NAP) and descriptive information and links when crawling other sites.  Citations are used to determine the level of accuracy, confidence and popularity of business listings for presentation to users.

Confidence Code
The Localeze Confidence Code assesses the validity and accuracy of local business names, phone numbers and addresses and dynamically applies a score to each listing.  The scores range from 0-100 with 100 being a perfect score. To arrive at a score, local business listings are driven through a comprehensive and ongoing process employing 14 individually weighted validation parameters which include recency of update and validity of the listing owner. When combined, these elements apply an aggregate quantitative value to each listing, which represents its overall strength. This tool gives local search platforms complete control over the selection and filtering of data they receive through the powerful Localeze Enhanced Business Registry. Localeze recommends that local businesses insure that their score is as high as possible by proactively validating and updating their content periodically to ensure it is accurate and complete.

Crawl
The act of electronically "reading" and indexing relevant information from Web pages by a search platform.

Descriptive Identity/Enhanced Business Listings
The extended identity of Local Search business listings that businesses add and local search platforms utilize to present deep, rich information to users to help them make informed buying decisions and get additional channels of contact.  Local business listing Descriptive Identity attributes include well-organized keywords such as hours of operation, languages spoken, payment methods accepted, products and brands carried, services offered and important links including Web site, social links, logos and more.

Encryption 
Information that is coverted into a code so that peple are unable to read it.

Findability
The likelihood of a Local Search business listing being presented on a local search platform based on consumer keyword query matches and other ranking factors. Also known as Visibility.

Hyperlocal
An adjective used to describe a local search platform, Web site or Web content that is specific to a particular local neighborhood, town or geography.

Internet Explorer 
A popular browser to view web pages which is included in Microsoft Windows.

Internet Service Provider (ISP)
A company that provides its customers with access to the internet through a broadband service.

Internet Yellow Pages (IYPs)
Web-based Yellow Pages are local search platforms that allow consumers to find local businesses. These can be as simple as digital versions of the traditional paper Yellow Pages directories.

Keywords
Unstructured words/terms used by online consumers to describe what they hope to find when performing a Web search, and locally, where they hope to find it.

Listings Submission
The process of a business or a third-party manually inputting local business listings across  multiple local search platforms. Listings submission can be sub-optimal for several reasons: it increases the likelihood of input errors and inconsistencies; it does not link new inputs to current listings in local search platforms for suppression or removal; there is normally no contracted relationship between the submitter and the local search platform, thus the source of the listings may be suspect and the listings may not receive high rankings.

Local Search
The process of online consumers looking to find qualified local businesses by entering unstructured, “top of mind” (key) words, phrases (characterized by “what” the consumer is looking for) and geographic modifiers (e.g. "Chicago, IL", or “where” the consumer is looking) in online search platforms.

Local Search Platform
An online Web site(s) containing searchable local business information, maps and other localized content.

Local Search Platform Results
The Web pages containing local business listings returned on a local search platform, as the result of “What-and-Where” local search queries performed by online consumers.

Mobile Local Search
The specialized access to and presentation of local search platform business listings and other local content to Smart Phones and other mobile devices.

Mozilla Firefox
A popular web browser to view web pages.

NAP
Name, address and phone number or NAP is the core or anchor information that makes up a basic online business listing’s identity. Creating, distributing and managing consistent NAP information is essential to increasing the number of citations and improving search platform rankings for Local Search business listings.

Organic or Natural Search

Non-paid local search platform results delivering local business listings and Web site links relevant to the keyword query entered by a local search platform user.

Pay-Per-Click PPC
Pay Per Click (PPC) is a term for paid or “sponsored” advertising programs on local search platforms and other sites, in which businesses are charged a fee when a searcher clicks on their advertisement.

Paid-Search/Search Platform Marketing

Also known as Pay Per Click (PPC), Paid-Search marketing is when online advertisers bid to have brief text-based “Sponsored Link” ads displayed when a searcher enters a keyword search term. (Furniture makers might bid on the term "couch," for example.) Advertisers only pay when the searcher clicks on the link in their ads, which are usually above or to the right of local organic search platform results.

Ranking
Algorithmic “scoring” of Local Search business listings and Web site pages by search platforms, using weighted factors to determine the listing or page’s relevance for presentation to a consumer based on the search term/keyword(s) entered by a search platform user.

Ranking Factors for Local Search
For Local Search business listings, the primary ranking factors include: distance from a pre-determined centerpoint (“Centroid”—determined by a latitudinal and longitudinal geo-code) from where the searcher is located; category searched; accuracy and depth of information and increasingly, the source of the content and the recency of its last update by the source.

ROBO
This acronym stands for Research Online, Buy Offline—when consumers research a product online either from their computer or mobile device and then go to a brick-and-mortar location to actually purchase the item they were researching.

SEM
Search Engine Marketing is a form of Internet marketing that promote Web sites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization (SEO), paid placement, contextual advertising and paid inclusion.

SEO
Search Engine Optimization is the process of improving the volume of traffic to a Web site by making it more visible to search platforms for keyword queries relevant to what the site’s content contains. SEO is often measured by the increase in number of site visitors via all non-paid forms of search, such as organic, local, universal, social and mobile.

SERP
Search Engine Results Pages (SERP) are the results (organic and paid) that appear after a user enters a keyword search.

Social Search
A search for a person or business that is conducted while in a social program such as Twitter®, Facebook® or Foursquare®

Thumbnail
A small image of a graphics file displayed in order to help you identify it.

Upload 
To transmit a file to a central computer from a small computer or a computer at a remote location.

URL (Universal Resource Locater)
A way of specifying the location of publicly available information on the Internet. The URL for a website.

User-friendly 
Easy for people to use.

WYSIWYG 
An acronym for 'what you see is what you get'. With a word processing program, this means that the appearance of the screen is an exact picture of how the document or text will look when printed.

XHTML
A formulation of HTML as an extension of XML.

XML (Extensible Markup Language)
A language similar to HTML but designed for transmitting complex data structure of any type not just web pages.