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Local search ppt
 

Local search ppt

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    Local search ppt Local search ppt Presentation Transcript

    • Local Search Chances And Risks
    • Google Place Search (starting Oct. 2010)
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    • Location... Location... Location
      • Local Results On Generic Search Terms
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      • * At least 20% of searchs are local
    • Google Place in Israel
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    • Google Local Advertising Tools
      • Boost - Setup is simple, campaign management is automatic; all the business owner needs to do is set a budget.
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      • * Only 25% of the SMB market prepared to engage in self serve advertising
    • Google Local Advertising Tools
      • Tags - Enhance your listing with yellow tag emphasizing information about your business ($25/Month)
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      •   Coupons (Google Offers)
    • Google Local Advertising Tools
      • Click-To-Call (on mobile ad)
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        • Grown by 28% month-over-month globally
        • Hundreds of thousands of advertisers are using phone extensions now
        • Click-to-call ads report 6%-8% higher click-through rates than regular ads
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    • Google Local Dashboard
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    • New Dashboard... Reservations???
      • A Glimpse into the Future...
    • Google adds Hotel Booking
      • November 16, 2010 - Hotel booking directly from place page
    • Bing adds table reservation to place pages
      • OpenTable is integrated into the Bing Place Pages, allowing people to book reservations directly.
    • TripAdvisor blocks reviews from Google Places
      • TripAdvisor has confirmed that it is blocking reviews from appearing in Google Places results - December 10, 2010
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      • Customers response:
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      • "The missing TA reviews are HUGE for the lodging industry. Trip Advisor makes up almost 75% of our reviews... Place results have been drastically altered for all Lodging".
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      • "As a small business owner in the tourism industry, this absolutely IS huge."
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      • "My bet is this is a bug, but if it is, it’s a terrible one for the hospitality folks." "I am sure it will only be a matter of time before TripAdvisor see that they are simply allowing their competitors reviews to become much more prominent on Google".
    • Rivals Say Google Plays Favorites
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        • Mr. Herratti (CEO of CityGrid Media, that owns Citysearch and  Urbanspoon ) said he believes Google's moves are hurting the growth of his sites, though adds it is hard to measure the impact.
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        • TripAdvisor CEO Stephen Kaufer said the traffic his site gets from Google dropped by more than 10%, since mid-October. He has been negotiating with Google for about two months to try to improve his situation.
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        • Carter Maslan, a Google product management director, acknowledged "a little bit" of tension between Google and local-information sites.
    • Google's Local Ranking Factors
      • Prominence : How well known the business is around the Internet ( Business address citations ).
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      • Distance : How far away is the location (if location specified)
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      • Relevance : Businesses that match your query ( Categories ) 
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      • Reviews: Local search lives or dies by User reviews
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      • Trust / Authority of the review & citation sources