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Search Engine Strategies 2012: Local and Social

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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
  • Transcript

    • 1. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
    • 2. London | 20–24 Feb, 2012 | #seslondonDisplay  Affiliate Mobile  Social  Search ? @AndrewGirdwood
    • 3. London | 20–24 Feb, 2012 | #seslondonOn Google’s radius targeting: http://bit.ly/googleradius @AndrewGirdwood
    • 4. London | 20–24 Feb, 2012 | #seslondon Avoid the angry manAn allegedly angry man, allegedly. @AndrewGirdwood
    • 5. London | 20–24 Feb, 2012 | #seslondonCommunityTelok Blangah Hill, Singapore @AndrewGirdwood
    • 6. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
    • 7. London | 20–24 Feb, 2012 | #seslondon500 Tweets – combined follower reach: 2,546,811 @AndrewGirdwood
    • 8. London | 20–24 Feb, 2012 | #seslondonPPC is search, right? @AndrewGirdwood
    • 9. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
    • 10. London | 20–24 Feb, 2012 | #seslondon Outreach techniqueshttp://www.sonar.me @AndrewGirdwood
    • 11. London | 20–24 Feb, 2012 | #seslondonhttp://rapportive.com/ @AndrewGirdwood
    • 12. London | 20–24 Feb, 2012 | #seslondonhttp://n0tice.com/ @AndrewGirdwood
    • 13. 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
    • 14. London | 20–24 Feb, 2012 | #seslondon Mobile is important for local searchSource: Google @ TechCrunch Disrupt @AndrewGirdwood
    • 15. London | 20–24 Feb, 2012 | #seslondonThese guys are well known to SES in the States @AndrewGirdwood
    • 16. London | 20–24 Feb, 2012 | #seslondonGoogle merging social and local?http://blumenthals.com @AndrewGirdwood
    • 17. London | 20–24 Feb, 2012 | #seslondon Serendipity is still missinghttp://chee.rs @AndrewGirdwood
    • 18. London | 20–24 Feb, 2012 | #seslondonHighlight App iTunes URL: http://bit.ly/hilightapp @AndrewGirdwood
    • 19. London | 20–24 Feb, 2012 | #seslondonhttp://www.asa.org.uk @AndrewGirdwood
    • 20. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
    • 21. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
    • 22. London | 20–24 Feb, 2012 | #seslondon 1) Hyperlocal demands outreach 2) Seek visibility, not links 3) Be legalTake away, right? @AndrewGirdwood
    • 23. London | 20–24 Feb, 2012 | #seslondon Thanks!Photo Creditshttp://www.flickr.com/photos/kiltbear/73600619/http://www.flickr.com/photos/adforce1/4237095005/http://www.flickr.com/photos/lilcrabbygal/484576030/ @AndrewGirdwood