Search Engines: Clawing Your Way Up

I typed the term “replacement windows” into Google this morning.  I then confirmed what many of you already know.
Online lead brokers dominate the search engine results for replacement windows terms—particularly in the organic results of the pages.  Here’s just a quick list of some of the Web sites I found:
http://www.1st-replacement-windows.com
http://www.windowreplacementsite.com
http://www.easyreplacementwindows.com
http://www.windowreplacementic.com
http://www.vinylreplacementwindows.org
…and there are plenty more where they came from
Most of these Web sites embrace the best practices for search engine optimization, i.e. getting high search engine rankings.  They’ve invested in doing all the right things—selecting relevant domain names, ensuring deep, successful histories with Google, etc.
But just why are these Web site operators working so hard at this?  Here’s the scoop:
Just as home improvement contractors have found replacement windows to be a profitable product, online entrepreneurs have found that selling sales leads for replacement windows can be just as profitable. These entrepreneurs see their jobs as finding replacement windows prospects, but the fact of the matter is that they never install a single window.
Who are hungry and willing buyers they sell their leads to? Several familiar names, QuinStreet, ServiceMagic, Sears and private customers, just to name a few. Some of these Web sites also sell their leads to national window brands, who then turn those leads over to their dealers for appointment setting.
Many home improvement dealers themselves are clamoring for leads. They’re increasingly frustrated that these “outsiders” have “taken” their positions on the search pages.  That may be true, but it is also inevitable.
What does this mean for you as a home improvement dealer?  Stay tune for Part II next week.