This document discusses the evolution of how people find information from directories to search to social media to location-based searching. It notes that as the number of internet users and devices grew, the ability to find information based on location became increasingly important. The document introduces the concept of location-based optimization (LSO) to help content be more easily discovered on location-aware mobile devices. It provides steps to make content LSO-compliant and examples of content types that can be optimized, and discusses benefits to publishers of geotagging their content.

1. Location & Search
Darian Shirazi
Fwix
Street Fight Summit 2011

2. history of finding information

3. evolution

4. the directory

5. keyword search

6. social

7. location

9. Why has the way we find information evolved?
‣ Directory: The Internet brought content online
‣ Search: Computers became scalable & too much content

10. Why has the way we find information evolved?
‣ Directory: The Internet brought content online
‣ Search: Computers became scalable & too much content
‣ Social: The Internet audience grew dramatically

11. Why has the way we find information evolved?
‣ Directory: The Internet brought content online
‣ Search: Computers became scalable & too much content
‣ Social: The Internet audience grew dramatically
‣ Location: Mobile, location-enabled devices

12. mobile

14. Mobile Devices
‣ 50 Billion Connected Devices worldwide by 2020
‣ Mobile Devices outselling PCs since Q410
‣ Mobile data traffic will grow 26x over the next 5 years
‣ iPads are selling at a rate 7x faster than iPhones

15. future of finding information

17. The new Query: Location
‣ Where (Location) is now as important as What (Keyword)
‣ 40% of all content produced online is about a location

18. The new Query: Location
‣ Where (Location) is now as important as What (Keyword)
‣ 40% of all content produced online is about a location
‣ The Opportunity: Marrying Location-relevant content
with users on mobile devices

20. 40% of mobile searches are
about a location

21. paradigms

22. Directory Search Social Location
Mid 90’s 1998- 2006- 2011-

23. Submit Site -> SEO -> SMO ->
Directory
LSO
Search Social Location
Mid 90’s 1998- 2006- 2011-

24. about LSO

26. What is LSO?
‣ Optimization of content for mobile and location
‣ Adding location context to content

27. What is LSO?
‣ Optimization of content for mobile and location
‣ Adding location context to content
‣ Enabling content to be more easily discovered on
location-aware devices

29. Steps to make a site LSO-compliant
‣ Schema.org markup tags
‣ Attribute Tags

30. Steps to make a site LSO-compliant
‣ Schema.org markup tags
‣ Attribute Tags
‣ Open Graph Tags for location

31. Steps to make a site LSO-compliant
‣ Schema.org markup tags
‣ Attribute Tags
‣ Open Graph Tags for location
‣ Fwix GeoTagger

33. What types of content can be optimized?
‣ News Content

34. What types of content can be optimized?
‣ News Content
‣ Reviews

35. What types of content can be optimized?
‣ News Content
‣ Reviews
‣ Daily Deals

36. What types of content can be optimized?
‣ News Content
‣ Reviews
‣ Daily Deals
‣ Traffic & Weather

37. What types of content can be optimized?
‣ News Content
‣ Reviews
‣ Daily Deals
‣ Traffic & Weather
‣ Local Inventory & Checkout Services

38. What types of content can be optimized?
‣ News Content
‣ Reviews
‣ Daily Deals
‣ Traffic & Weather
‣ Local Inventory & Checkout Services
‣ Real Estate Listings

39. What types of content can be optimized?
‣ News Content
‣ Reviews
‣ Daily Deals
‣ Traffic & Weather
‣ Local Inventory & Checkout Services
‣ Real Estate Listings
‣ Job Postings

40. What types of content can be optimized?
‣ News Content
‣ Reviews
‣ Daily Deals
‣ Traffic & Weather
‣ Local Inventory & Checkout Services
‣ Real Estate Listings
‣ Job Postings
‣ Videos

41. geotagging

43. Geotagging
‣ Extracting and inferring locations from content
‣ We’ve geotagged 100+ Million pages
‣ All pages added to the Fwix Local Search Index

45. benefits and future

47. Why should a publisher do this?
‣ Get ready for Mobile Search
‣ Improved search ranking
‣ Build your own Mapping features

48. Why should a publisher do this?
‣ Get ready for Mobile Search
‣ Improved search ranking
‣ Build your own Mapping features
‣ Be part of a new type of search index

49. Why should a publisher do this?
‣ Get ready for Mobile Search
‣ Improved search ranking
‣ Build your own Mapping features
‣ Be part of a new type of search index
‣ Query for your own content by location

50. get started

52. Getting Started
‣ See if you’re LSO-compliant at: http://fwix.com/
geotagger

54. Get your content ready for Mobile.