This document discusses local search and mobile usage. It contains questions and answers about searching for local businesses like doctors and hotels from desktop versus mobile. Mobile is more likely to be used for immediate local searches when seeking things like food or gas. Location is prioritized over other factors like reviews or branding on mobile. The document also discusses how search results can differ depending on if the search originates from desktop or mobile due to differences in location.

1. Local Search & Mobile
Presented by:
Michael Dorausch, DC
@chiropractic

2. #convergence
Convergence (logic), the notion that a
sequence of transformations come to
the same conclusion, no matter what
order they are performed in.

3. #desktop
Here we do research and make educated
decisions as to what local businesses
we want to interact with.

4. Q: When seeking a new
local Primary Doctor,
would you be more
likely to search via
desktop or mobile?

5. Q: When seeking a new
local Primary Doctor,
would you be more
likely to search via
desktop or mobile?

6. Q: When seeking a new
local Primary Doctor,
would you be more
likely to search via
desktop or mobile?

7. Q: When seeking a new
local Primary Doctor,
would you be more
likely to search via
desktop or mobile?

8. Q: Going on a Hawaii
Vacation, would you
book your hotel via
desktop or mobile?

9. Q: Going on a Hawaii
Vacation, would you
book your hotel via
desktop or mobile?

10. #desktop

11. #desktop

12. #mobile
Here we put our research to work, using
mobile devices to help us reach local
destinations.

13. Q: You're in Hawaii and
friend gets eaten by a
shark. Tweet it? Video
via Mobile? Call 911?
Research "shark bites"
on Desktop?

14. Q: You're in Hawaii and
friend gets eaten by a
shark. Tweet it? Video
via Mobile? Call 911?
Research "shark bites"
on Desktop?

15. Q: What model mobile
phone do you have and
who provides the
default map app on it?

16. Q: What model mobile
phone do you have and
who provides the
default map app on it?

17. Q: What model mobile
phone do you have and
who provides the
default map app on it?

18. #mobile

19. #get-it-now
If the search query originates from
mobile, best (quality) may lose to
nearby (location).

20. Q: When searching for pizza
from your mobile, do you
seek best or closest?

21. Q: When searching for pizza
from your mobile, do you
seek best or closest?
• @lyndseo: Closest pizza place name
that I recognize
• Closest=location
• Recognize=branding
• Location + brand = FTW!

22. Location+Branding+Trust
• closest=location
• recognize=branding
• reviews=trust
• Must have 2 of 3 to Win!
• 3 of 3 Wins BIG!

23. Q: When was last
time you recall
using mobile
phone to locate
a place to eat?

24. Q: When was last
time you recall
using mobile
phone to locate
a place to eat?

25. Q: When was last time you
recall using mobile phone to
locate a place to eat?
• two weeks ago (while traveling)
• one week ago
• this past weekend (3 days ago)
• three days ago
• two days ago
• one day ago
• this morning

26. Q: Has a lack of 5-Star
Reviews and/or social
media presence
prevented you from
purchasing gasoline at
your local fuel stop?

27. # centroid
“Centroid Battle for Las Vegas”
3 Part Series on Local Search
michaeldorausch.com

28. #centroid
The geographical center alternates when
using desktop vs. mobile, providing 2
different sets of results.

29. #centroid

30. #centroid

31. #centroid

32. Best vs. Local

33. Q: Would you travel 50 miles?

34. Q: Would you travel 50 miles?
• For best pizza, sushi, steaks
• For best haircut, nail salon, dentist
• For best chiropractor in Los Angeles
• For best friend

35. QR Codes

36. #convergence
Convergence (logic), the notion that a
sequence of transformations come to
the same conclusion, no matter what
order they are performed in.

37. Get Connected
• @chiropractic
• planetc1@gmail.com
• http://michaeldorausch.com/
• http://planetchiropractic.com/