A couple of weeks ago, at SMX Local & Mobile in San Francisco, our CEO, Hanan Lifshitz, presented some of our data pointing to various opportunities for online marketers who provide services for SMBs.
 
For creating the following chart we looked at over 6,000 businesses on leading online directories, from these categories: beauty & fitness, photographers, landscapers and limousine services. The chart shows ad spend information on LA & SF online advertisers from the above categories. 
 
 
Note that since there are advertisers who pay a monthly fee for a placement package or various features in addition to a PPC add, the total of this chart is a little over 100%.
 
The information for the above chart was collected while working on a sales leads project for one of our customers. We provide ad spend and advertising package information to companies who sell online marketing services directly to SMBs. Our customers find that knowing how much SMBs spend on online advertising and what kind of products they purchase can dramatically improve sales conversion rates. For example, companies that sell high-end online ad services, like video, found it’s very effective to target SMBs who are already spending more than $300 a month on online advertising.
 
For more about Palore’s Sales Leads Service or for ordering a custom project, contact us here.
 
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In a project we recently did for one of our customers, we looked at whether or not SMBs claim their business listing on various online directories. Owners of SMBs can claim their listings on online business directories relatively easily: they add information such as opening hours and special offers to their basic listings. The chart below shows the results of our analysis among Health & Beauty online advertisers and non-advertisers in the West Coast:

It’s no surprise that 45% of businesses who advertise online also claim their business listing on various online directories.

It’s interesting that as many as 18% of the non-advertisers we looked at invested the time in claiming their listing on various online business directories; they recognize the importance and value of online presence and visibility. This data suggests that there is an opportunity here among non-advertising SMBs – catch the ones who know the value of online visibility and convert them to advertising customers.

Targeting the right leads increases sales conversion rates. Palore can provide comprehensive analyses of SMBs’ online behavior and point to various opportunities that derive from these analyses. If you want to know more about our Sales Leads Service or if you’re interested in a custom project, contact us here.

The restaurant business is not an easy one and when you decide to open a restaurant you have to consider various factors such as location. A very basic decision you have to make is cuisine – what kind of food will your restaurant serve. See how the results of a short study conducted on the distribution of restaurants last week can help with this decision.

We used our rich nationwide dataset of food & dining businesses and looked at the distribution of 3 types of cuisine: sushi, Italian and Chinese, in 5 cities: Boston, New York, Chicago, San Francisco and Los Angeles. The results are presented in the following charts: 

Sushi

 

The business opportunity here is obvious: less than 0.4% of Chicago restaurants offer Sushi, while in other cities, it’s 3 to 5 times more common.

Analysis of other types of cuisine yielded results that are less exceptional, but still interesting:
Italian restaurants are 116% more common in Boston than they are in LA.
Chinese restaurants are 114% more common in SF than they are in LA.

Italian

 Chinese

Interested in similar information on other local businesses or want to know more about the Food & Dining industry? Contact us here.

Any other kind of statistics or analysis you’d like to see on our blog? Drop us a comment.

Rich Data

 

Our previous post discussed a recent poll indicating most consumers research a restaurant online prior to visiting it. Looking at the various restaurant details available online, we chose to examine and present the online coverage of 3 very different attributes: user reviews, parking and wine details. Our assumptions are that most users are interested in peer reviews, many are also interested in parking information and only a small percentage of users are interested in wine details.

Imagine our surprise to find that user reviews are available for only 16% of LA’s food & dining businesses.

Previous statistics suggest the Boston food and dining industry has wide online presence. This is also reflected here, where we see that the highest percentage of user reviews available for restaurants – 36% – is again in Boston.

As for parking information, various websites indicate whether street, valet or lot parking is available for a restaurant. This information is least available for the NYC area – parking information is provided for only 9% of restaurants.
However, restaurant wine details availability online is the highest for NYC restaurants – users can see wine lists and prices for 19% of restaurants in New York.

Palore extracted these statistics while gathering business data from 20 leading local and nationwide search sites, covering over 100,000 restaurants in major US cities. Custom content projects on any vertical are available – contact us here for more information.

Many local search sites boast wide and deep data in their business listings. We decided to take a closer look by analyzing the Food & Dining category in New York City on 20 leading local sites.

We focused on two parameters:

1. The number of listings (e.g. restaurants, coffee shops, bars etc.) available in each site.

2. The total number of business details available for the above listings. These include attributes such as description, cuisine, video, reviews, opening hours and wine details. We excluded the names, phone numbers and addresses from the count, and when encountering more than one review per business we counted it as just one attribute.

We found great variance between the sites both in the number of listings that they have and in the richness of the data available per listing. For example, New York Magazine has a relatively low number of restaurants but the highest number of rich details per restaurant (8). In the overall analysis, CitySearch comes out as the local site with the most comprehensive data.

NYC Restaurants Rich Data Comparison

The above data is based in part on Palore’s data extraction system which collects, normalizes and merges local business data from millions of Web pages.

Please share your thoughts and let us know what other data comparisons you think would be interesting – in other verticals (e.g. auto dealerships or realtors), on a geographic basis (e.g. data analysis per city overlaid on a US map) or in any other format.

To acquire rich local business data in any vertical, please contact Palore’s sales team.