SES 2014 - Local Search - Bigger than you think
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SES 2014 - Local Search - Bigger than you think

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Locally orientated searches account for over 1/3 of the 2 trillion searches every year on Google. My presentation @ SES 2014 covers why this has happened and what you can do to maximise this

Locally orientated searches account for over 1/3 of the 2 trillion searches every year on Google. My presentation @ SES 2014 covers why this has happened and what you can do to maximise this

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  • In an interview with Ed Parsons by Mike Blumenthal ,
  • In an interview with Ed Parsons by Mike Blumenthal ,
  • Americam Trillion2 Trillion, 161 Billion, 530 Million
  • Search is integral to the customer journey
  • Mobile devices are an intrinsic part of the local ecosystem
  • Mobile devices are an intrinsic part of the local ecosystemhttp://www.thinkwithgoogle.com/research-studies/our-mobile-planet-united-states.html
  • Mobile devices are an intrinsic part of the local ecosystemhttp://www.thinkwithgoogle.com/research-studies/our-mobile-planet-china.html

SES 2014 - Local Search - Bigger than you think Presentation Transcript

  • 1. Pete Young Search Director MediaCom i-Lab UK & Ireland
  • 2. Local search – bigger than you think
  • 3. Back in 2011
  • 4. Local impacts a huge proportion of searches 1 in 3 searches have local intent Source: Ed Parsons: Google 2013
  • 5. There are 2,161,530,000,000 a year Source: Google Official History / Comscore - http://www.statisticbrain.com/google-searches/
  • 6. That equates to 720,510,000,000 a year
  • 7. or 1,974,000,000 a day
  • 8. Local accounts for around 20% of queries on desktop
  • 9. On mobile – that’s even higher Over 50% of queries are local
  • 10. Mobile penetration has doubled in 2 years 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 2011 Source: Google: Our Mobile Planet 2012 2013
  • 11. This affects certain verticals more than others Vertical Mobile Penetration (including tablets) Gaming 35% Travel 46% Automotive 43% Finance – Banking Finance - Insurance 24% 28%
  • 12. 49% Search on their smartphone every day Source: Google: Our Mobile Planet
  • 13. 37% Look for local information daily Source: Google: Our Mobile Planet Search for local information at least once a week 13%
  • 14. 58% Look for local information daily Source: Google: Our Mobile Planet US Search for local information at least once a week 27%
  • 15. 57% Look for local information daily Source: Google: Our Mobile Planet US Search for local information at least once a week 21%
  • 16. Whilst searchers aren’t necessarily searching for local content, global considerations are increasingly influencing your search experience
  • 17. Modern day search is more than just the searched phrase “Shopping Centre” Explicit query “Shopping Centre” Explicit query iPad User, in Manchester Implicit query
  • 18. The introduction of Venice means that we cannot rely on a single source of truth brighton http://www.which.co.uk Manchester http://www.which.co.uk Westminster http://www.which.co.uk blackpool http://www.which.co.uk http://www.ceswindows.co.uk http://en.wikipedia.org http://www.directwindowco.com http://en.wikipedia.org http://www.energysavingtrust.org.u k http://www.malbernwindows.co.uk http://www.brightwindows.co.uk http://www.directwindowco.com http://www.energysavingtrust.org.u http://maps.google.co.uk k http://maps.google.co.uk http://www.lordshipdoubleglazing.c http://www.elitewindows.co.uk o.uk http://www.yell.com http://www.yell.com http://www.weatherseal.co.uk http://www.everest.co.uk http://www.clearviewhome.co.uk http://www.weatherseal.co.uk http://www.abelglass.co.uk http://www.anglianhome.co.uk http://www.summitdoubleglazing.co http://www.jardineconservatories.co m .uk http://www.fensa.co.uk http://www.didsburyglass.co.uk http://www.squareglazing.co.uk http://en.wikipedia.org http://www.everest.co.uk http://www.energysavingtrust.org.u k http://www.nolanglass.com http://www.weatherseal.co.uk - http://www.jcwindows.com http://www.ggf.org.uk http://www.doubleglazingblackpool. com http://www.dgcos.org.uk http://www.lancashiredoubleglazing. http://en.wikipedia.org co.uk http://www.energysavingtrust.org.u k -
  • 19. Coverage above the fold is crucial to generating the click Keyword Breakdown by Vertical 100% Organic Clicks Positions 10+ 90% Organic Clicks Position 10 80% Organic Clicks Position 9 70% Organic Clicks Position 8 Organic Clicks Position 7 60% Organic Clicks Position 6 50% Organic Clicks Position 5 40% Organic Clicks Position 4 30% Organic Clicks Position 3 Organic Clicks Position 2 20% Organic Clicks Position 1 10% Paid Search Clicks 0% Unsuccessful Searches Travel Retail Automotive Source: GroupM/Experian Keyword Study - 2013 Finance Insurance
  • 20. This is even more important on mobile Source: Google: Eye Tracking Study 2012
  • 21. Your resultset is increasingly localised across the board
  • 22. Certain results are “hyperlocal”
  • 23. Increasing interactivity through local
  • 24. That functionality can be further expanded to include more interactivity http://www.manchesterbusinessphotos.co.uk/tourdash-your-google-virtual-tour-evolved/
  • 25. Getting yourself in the local results isnt difficult  Ensure you claim all relevant addresses  Make sure you spend time associating your entries with appropriate categories – particularly the primary category  Make sure you provide as much information as you can with particular focus on:  Opening Hours  Contact Details  Photos & Videos if available  Payment
  • 26. Location + Relevance + Engagement = Local Visibility Location   Proximity to location of search (specified or inferred) Relevance   Business Name  Categories (in paritcular primary category) Engagement   Quantity of Reviews  Secondary citations  Interaction
  • 27. The do’s and don’ts of local search DO Don’t Spend time choosing the most appropriate category for your locations  Don’t keyword stuff – its so 1999  Use of irrelevant keywords in your business title is not advised  Use Local Telephone numbers where possible   Reference your Google+ Local pages from the relevant local content on site Limit use of non-specified categories. Spammy categories can actually work against you  Don’t just leave things once you’ve finished submitting your info – that’s just the start….   Encourage reviews via Google+ Local via integration with wider CRM activity
  • 28. Reviews are increasingly important for social proofing
  • 29. Shared endorsements are only going to get bigger
  • 30. Organic Local can only take you so far … to get more granular, PPC can provide some quick, easy and scalable wins
  • 31. One of the biggest reasons is this
  • 32. Before you start….. External tools such as  GA, Adwords, Hitwise, TGI and Moasic can guide potential opportunities Always cross reference with internal  data where possible  Offline vs Online  Proximity Analysis (particularly against offline data)   Click vs Conversion Test, learn, refine
  • 33. And then choose the right tool for the job Local Extensions Location based upweights Localised campaigns List based retargeting
  • 34. So where do we go from here….
  • 35. Glass may have a big part to play in the future of Local
  • 36. Local integration with wider Google products
  • 37. Google becomes the aggregator for more products
  • 38. To conclude  If you haven’t got Local as part of your current strategy – get cracking  Local search isn’t one dimensional – utilise both paid and organic opportunities to maximise share of traffic  Make sure you verify your places – 3 weeks and counting  Make sure you include Google+ Local reviews as part of your CRM Strategy – this is only going to get more and more important
  • 39. Google is the new landing page …..
  • 40. The beauty of paid search is in the flexibility Localised campaigns  Where local is a factor in the Bid Upweights by location Useful where local is not a direct  customer journey (ie Travel – Airport)  High volume sectors where volume is factor in the customer journey Particularly useful for tactical activity  unlikely to impact quality score   Localised Television Where conversion could be  Locallised doordrops/inserts etc significantly improved by the usage of local relevance
  • 41. 90% Of mobile users took action after performing a local search ! Source: Google: Mobile Playbook - http://ssl.gstatic.com/think/docs/action-after-searching_statistics.pdf