Print technology is based on product categories that users have to search to try to figure out what the publisher thinks are the most common terms to describe a specific industry. The company then has to decide how much to spend on each product category.
Google-empowered Web technology, on the other hand, enables the buyer to search any term and immediately find relevant results. It allows one web page to be found for thousands of different related keywords searches. This paradigm shift of giving the power of search to the user is being realized more and more by companies. In the past, industries were defined by several product categories. Today, these same industries are defined in thousands of ways.
The strategy of finding today’s buyers is to make sure your company can be found on Google under these thousands of keywords that define your industry. Are you playing Roulette with your advertising dollars?
Google Technology in Action
|Search Term||ThomasNet®||Industrial Quick Search®|
|blowers||127 product headings||6,982 keywords|
|brushes||270 product headings||12,006 keywords|
|casters||106 product headings||3,665 keywords|
|fasteners||252 product headings||5,270 keywords|
|gaskets||256 product headings||3,510 keywords|
|glass||442 product headings||8,887 keywords|
|magnets||324 product headings||3,976 keywords|
|mixers||169 product headings||9,730 keywords|
|stampings||266 product headings||5,661 keywords|
|titanium||137 product headings||4,897 keywords|
|parts washers||243 product headings|
|chillers||45 product headings|
Which Product Categories Would Your Potential Buyer Choose?
A search on ThomasNet® for “extruded plastics” has 417 product headings found (here are the first 10). The company then has to decide which ones to buy.
|1. Plastics: Extruded||6. Tubing: Plastic, Extruded|
|2. Extrusions: Plastic||7. Edgings|
|3. Plastic Fabricating: Extruded||8. Insulation: Plastic, Extruded|
|4. Profiles||9. Plastics: Extruded, UHMW|
|5. Rods||10. Plastics: Tri-Extruded|