Local search ppt


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Local search ppt

  1. 1. Local Search Chances And Risks
  2. 2. Google Place Search (starting Oct. 2010) <ul><li>  </li></ul>
  3. 3. Location... Location... Location <ul><li>Local Results On Generic Search Terms </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>* At least 20% of searchs are local </li></ul>
  4. 4. Google Place in Israel <ul><li>-------------------------------------------------- </li></ul>
  5. 5. Google Local Advertising Tools <ul><li>Boost - Setup is simple, campaign management is automatic; all the business owner needs to do is set a budget. </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>* Only 25% of the SMB market prepared to engage in self serve advertising </li></ul>
  6. 6. Google Local Advertising Tools <ul><li>Tags - Enhance your listing with yellow tag emphasizing information about your business ($25/Month) </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  Coupons (Google Offers) </li></ul>
  7. 7. Google Local Advertising Tools <ul><li>Click-To-Call (on mobile ad) </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><ul><li>Grown by 28% month-over-month globally </li></ul></ul><ul><ul><li>Hundreds of thousands of advertisers are using phone extensions now </li></ul></ul><ul><ul><li>Click-to-call ads report 6%-8% higher click-through rates than regular ads </li></ul></ul><ul><li>  </li></ul>
  8. 8. Google Local Dashboard <ul><li>  </li></ul>
  9. 9. New Dashboard... Reservations??? <ul><li>A Glimpse into the Future... </li></ul>
  10. 10. Google adds Hotel Booking <ul><li>November 16, 2010 - Hotel booking directly from place page </li></ul>
  11. 11. Bing adds table reservation to place pages <ul><li>OpenTable is integrated into the Bing Place Pages, allowing people to book reservations directly. </li></ul>
  12. 12. TripAdvisor blocks reviews from Google Places <ul><li>TripAdvisor has confirmed that it is blocking reviews from appearing in Google Places results - December 10, 2010 </li></ul><ul><li>  </li></ul><ul><li>Customers response: </li></ul><ul><li>  </li></ul><ul><li>&quot;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&quot;. </li></ul><ul><li>  </li></ul><ul><li>&quot;As a small business owner in the tourism industry, this absolutely IS huge.&quot; </li></ul><ul><li>  </li></ul><ul><li>&quot;My bet is this is a bug, but if it is, it’s a terrible one for the hospitality folks.&quot; &quot;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&quot;. </li></ul>
  13. 13. Rivals Say Google Plays Favorites <ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Carter Maslan, a Google product management director, acknowledged &quot;a little bit&quot; of tension between Google and local-information sites. </li></ul></ul>
  14. 14. Google's Local Ranking Factors <ul><li>Prominence : How well known the business is around the Internet ( Business address citations ). </li></ul><ul><li>  </li></ul><ul><li>Distance : How far away is the location (if location specified) </li></ul><ul><li>  </li></ul><ul><li>Relevance : Businesses that match your query ( Categories )  </li></ul><ul><li>  </li></ul><ul><li>Reviews: Local search lives or dies by User reviews </li></ul><ul><li>  </li></ul><ul><li>Trust / Authority of the review & citation sources </li></ul>