eMarketer is reporting that US Local Paid Search As a Percent of Total Paid Search Advertising Spending(say that 10 times fast) is expected to climb to 23% in 2011. That’s almost double what it was in 2006.
When you consider this research and the following facts it’s hard to argue against Yahoo! being dominantly positioned to drive this local SEM(r) growth.
- The HR consumer is adopting new technologies link
- Employers want seekers to engage in their own career sites and will be spending towards career site promotion. link
- SEO and SEM are big buzz in the space
- Monster and Careerbuilder are focusing on international market growth link | link
- The Yahoo! experience is made more local thanks to the newspaper content deal link
- The Yahoo! experience is made more social thanks to integrations of web 2.0 sites like Yahoo! Answers and Flickr into other sites on the network
- With HotJobs, Yahoo! has been supporting recruiters for about 6 years already
- Google is new to the game
- Yahoo! can provide search + display support to recruiters on a local scale and research shows that this boosts performance link
- MarketingSherpa found that in 2006, keywords on Yahoo! were 28% less expensive than on Google link
