The first thing you see is the sponsored links. The sponsored links give the following reasons:
- Install Broadband: Same day or its free
- Telephone systems installation and maintenance for all businesses
- TV Installations (7 days): Plasma, LCD, Home theater installs; Flat rate Sydney (and a phone number)
Why does someone call a cable installer?
- Because they want their broadband working for more rooms of their house.
- they want a new phone installed;
- they want their present phones to work better;
- they want a new television or home theater installed.
- Or there is a service broker who wants you to put your job up for cable installers to bid.
Only one cable installer for every two pages or so. Other than the Sponsored Links, there isn't one cable installer on the first page of results.
It's a good thing Jeeves is retired. Ask doesn't seem to have the answer to "Why call a cable installer?" really. Or do they?
The 5 Why?'s
Ever had a little kid see you doing something and ask, "Whatcha doin'?"
You explain, trying to keep your mind on your work, and the kid says, "Why?"
You put aside something, and patiently explain why you're doing what you're doing; and the kid says, "Why?"
About here you're thinking, "I've got to explain this.", and set aside your work completely to give a long winded answer you hope (emphasis needed) will satisfy the kid's curiosity. - And the kid looks at you and says, "Why?"
This time, you're gonna have to reach. Your answer may take in social issues, politics, and maybe even religion. But those soft young eyes meet yours again with "Why?"
This has become a test of wills and character. Most people just tell the kid to go away. Some enlightened types might realize the kid just wants attention. A hug and a tickle satisfy the real reason for all the questions.
Like the kid, Customers don't want to hear all the answers to Why. They just want their needs fulfilled. Those Sponsored Links are speaking directly to those needs. In fact, they are saying what marketing research tells them is the most likely reason someone calls a cable installer.
- One customer may want broadband installed, and today.
- Another might want a telephone system installed.
- Another wants their new plasma TV running, or a home media center connected.
Speak to the Why?'s
(All puns intended.)
The authors of these ads are speaking directly to why the Customers they want will call a cable installer.
But take a closer look at the wording, and consider the targeting.
The top and bottom ad are more likely targeted towards home owners or home business. The mention ADSL, same day service, and a list of home entertainment devices.
The one in the center is targeted for business. It says so clearly. And its terminology is more formal, "installation and maintenance." Home owners install; they don't get an installation. And very few home owners worry about maintenance (unless its their garden or divorce.)
Although there is no reason a business wouldn't want a plasma screen installed or same day service, that's usually not the first consideration. The Customer doesn't have to ask why. They see what they want, click on the ad, and it's instant gratification.
What has happened is the authors of the ad asked themselves Why? a few times. There is an old marketing homily that goes: Ask yourself Why 5 times (to understand your Customer)
The authors asked themselves Why? five times to understand the reasons their Customers wanted the service. If you look at the ads, it works pretty well. They don't talk about experience or qualifications. The text talks about the needs and wants of the Customer.
Web pages
More than likely, 1/2 of those ads are linked to a landing page. Google frowns on landing pages. The landing page speaks directly to the content of the ad. Landing pages are optimized to respond to the ad. The page probably has contact information and a form to book a cable installer. At most, contact information is one click away on another page.
There are small differences in a landing page though. A landing page is not permanent information. It's built just to absorb the production from the ad. One of the main reasons for this is to track the efficiency of the ad. Usually, landing page content is duplicated on the main site.
The landing page may be part of the market research. The company may want to know the effectiveness of different wording for the ad; or whether an image ad is more effective.
If one of the company's main services is cable installation however, there's no need for a landing page. The ad link takes them into the website where a page is optimized for the same Customer needs.
The difference is subtle, but important. If the company does cable installation, the page may not speak as clearly to the Customer's needs from the ad. There may be more information about other Customer needs and wants. Or the page may describe the company more than the need expressed in the ad.
This page will answer the question more fully "Why call a cable installer?", but may not be so clear about answering the Customer's needs. (Unfortunately, neither did whoever took over for Jeeves.)
A very valid question is: Why doesn't this page appear in the search results (SERPs)?
The answer to that is gonna have to be for another time, but try the same search "Why call a cable installer?" on Google or Answers.com. Hint: The reason has a lot to do with Relevancy and tagging.
At the end of the day, "Why call a cable installer?" depends on why you are asking, and who (or what search engine) you ask.
SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey. Sphere: Related Content
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