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Search Engine Strategies 2012: Local and Social

Search Engine Strategies 2012: Local and Social



A look at the differenc

A look at the differenc



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  • The map is local. The red cross is hyperlocal. What a difference. Brands should have a Local strategy that blankets their regions. They should have a hyperlocal strategy that targets their interests.
  • How well does search work for Hyperlocal. Is there anything hyperlocal can offer Search?
  • Google doesn’t want to go below 10 miles/20 clicks. You can still target hyperlocal sites on the Display Network though
  • Angry lawyer – ice rink, College Station, TX – match for ArticWolfIce.com is appropriately viral for local searches, useless or off-topic in most other cases
  • Community determines the difference between hyperlocal and local – but also in relevance and social value. Community is what you get if you put local and social together.
  • Looking for local communities – Twitter’s near: search function. Not all hyperlocal Twitter accounts are actually near their location though.
  • Retweet chances are 100 times higher if they come from hyperlocal papers. Are local bloggers more likely to blog about local issues? YES.
  • Hyperlocal ad nets are often cheap and can be effective. Fragmented and hard to handle on a scale. Others include Chitika, Local Yokel Media, AOL’s Patch and Chalkboard
  • Here’s a product listing post, with link, on one of those blogs.
  • Sonar links in with many social networks; filters by interest and alerts when people are nearby. Great for outreach.
  • Find hyperlocal communities; get people to publish for you or help share your content
  • Tips from Matt McAlister at n0tice.com
  • 20% of all desktop searches are local. 40% of all mobile searches are local. 41% of all searches for Super Bowl commericals were from mobile devices.
  • There are a huge number of mobile ad networks; it’s not a Googopoly. Alternative to xAd include Where or AT&T Interactive or you can target yourself with OpenX and generic AdMob ads
  • Google testing local and social unions – prediction; Google Local profiles to become Google+ profiles. Who’s making the effort on Google+? Google Local requires lots of effort.
  • Serendipity is missing in action – this is an opportunity for marketers
  • Highlight and Google+. Many of the Google+ checkins are via Latitude auto checkin. If you’re running a local business then encourage regulars to auto check in. Social platforms like Facebook and Google+ ban “Likes” as competitions but not check ins.
  • Do not encourage children to explore strange areas – treasure hunt projects of recent years are technically very risky
  • UK vs US / 16vs 13. This is a14 year old’s experience of Foursquare. Not only does it lure them into places – it shows them rewards for drinking.
  • Local will get controversial

Search Engine Strategies 2012: Local and Social Search Engine Strategies 2012: Local and Social Presentation Transcript