Niche listings can do better than Google

I agree with Jeremy Bentley’s letter (MW March 30) on directories and search because, surprising as it may sound, Google and other large online search engines are not necessarily the best tools to use when searching for a contact or potential supplier.

This is because the more these search tools index, the more difficult it is for the user to find what they are looking for. Therefore, niche directory publishers are increasingly playing a critical role in the search process, because they can provide in-depth and up-to-date information across specific industry sectors that can easily be accessed via hard copy directories or online.

With a growing number of directories going online, marketers need to source and use niche online listings that better meet their needs – particularly as many are free, such as the service, which allows marketers to find relevant business suppliers.

Philip Lowther

Marketing manager

AP Information Services

London N3

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