As shown in a recent study undertaken by the Search Engine Marketing Professional Organization (SEMPO), North American companies in 2006 spent $9,4 Billion for Search Engine Marketing alone. According to SEMPO, this was an increase of 62% over that of 2005.  These figures indicate the ever-increasing use of this marketing method, particularly by this sector.  SEMPO’s Kevin Lee says SEM has become an integral part of business life for most companies.  In Germany however, many enterprises in this category remain hesitant with respect to the Internet in general, and specifically to Search Engine Marketing. [See our post] Recently, one has seen a rapid rise in Germany in the online presence of small and medium-sized businesses. Using local search engines, as well as local and online directories, small companies, freelancers or independent contractors are well placed to expand their local presences, by being found by web users.

The local search engine suchen.de is targeting above all the sector of small and medium business. Says Ben Broshi. Head of Strategy and Communication at t-info: “At suchen.de, small and medium-sized companies are the priority of our focus” (in a press release by the service operators).  The local search engine was developed in cooperation with over 60 mid-level publishing companies, thus gaining relevant insight as to the needs of the sector.  With the facility of Pay-per-Click advertising on offer, the internet now functional as a viable advertising platform.  Nobody needs fear galloping costs, as the advertisers are able to specify the maximum monthly spending levels required. Additionally, the competition for localized advertising is less intensive than at the national level, thereby making the cost per click usually lower for local services.

Further, the cost effectiveness of this service is enormous: “For a few hundred Euros per month, it is possible to reach new customers,” said Broshi.  And another advantage: unlike with classical advertising, one does not need to ‘run after’ the customers, as they present themselves as a result of their search terms.