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
London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
London | 20–24 Feb, 2012 | #seslondonDisplay Affiliate Mobile Social Search ? @AndrewGirdwood
London | 20–24 Feb, 2012 | #seslondonhttp://rapportive.com/ @AndrewGirdwood
London | 20–24 Feb, 2012 | #seslondonhttp://n0tice.com/ @AndrewGirdwood
London | 20–24 Feb, 2012 | #seslondon Local publishers want event listings… but they are a PAIN! Create a noticeboard, brand it and share it Events can be embedded in site and blogs via iCal or RSShttp://northerner.n0tice.com/ @AndrewGirdwood
London | 20–24 Feb, 2012 | #seslondon Mobile is important for local searchSource: Google @ TechCrunch Disrupt @AndrewGirdwood
London | 20–24 Feb, 2012 | #seslondonThese guys are well known to SES in the States @AndrewGirdwood
London | 20–24 Feb, 2012 | #seslondonGoogle merging social and local?http://blumenthals.com @AndrewGirdwood
London | 20–24 Feb, 2012 | #seslondon Serendipity is still missinghttp://chee.rs @AndrewGirdwood