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Local searchprogrampresentation
Google is intensifying its competition in the local U.S. online advertising market, which reached $15 billion in 2010. It introduced new search features, local properties, and mobile search capabilities to drive consumer engagement and reliance on Google for local information, while also impacting how small businesses manage their online presence. Strategies recommended for businesses include leveraging paid search, optimizing for mobile, and actively managing online reviews to enhance visibility and customer engagement.
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Local searchprogrampresentation
- 1. WSI Preliminary ResearchLocalBusiness SearchPresented to:
- 2. Google last yearPaid ListingsMap Listings Organic Listings2
- 3. Google now inbattle for localU.S. Local Online Ad Spend$15 Billionin 2010 Surpasses Google in ‘time spent’ on site domestically US market share grew to 28%Grown to 41 million users per monthRejects Google's $6 Billion offer1234New search featuresNew local propertiesNew local search results – PlacesNew mobile search & appsGrowing to $37 billion in 2014SMBSources: BIA/Kelsey, comScore, Nielsen, Silicon Alley InsiderMultiple strategies to grow its share of local consumers3
- 4. Strategy 1: newsearch featuresSo consumers start on Google for local searchesGoogle PreviewGoogle InstantGoogle RealtimeGoogle Shopping4
- 5. Strategy2: new localpropertiesSo consumers stay on Google for local informationfor DIRECTORIES / REVIEWS Instead of& more…5for Social Instead offorDEALSInstead of& more…& more…Google wants to be a destination instead of sending consumers to other sites
- 6. Strategy 3: newlocal search resultsSo consumers rely on Google for local search infoPaid adsMap now top right and stays there – map pin now same as organic rankNow predicts a local query and displays all local business listingsReviews provide indicator of qualityMuch more info on each listingPlace page link to Google’s detailed profile of the businessPageRank™ algorithm updated to better help consumers find a local business6
- 7. Strategy 3: newlocal search results (cont’d)So consumers rely on Google for local search infoEasy 1-click preview of websiteAddress & phone numberReviews from across the webLocation on the mapPicture from Place pageTotal reviews and link to Place pageMore detailed listings helps consumers choose a local business7
- 8. Strategy 3: newlocal search results (cont’d)While a business can claim their Place page, they don’t own it. Google aggregates their bus. info, content & reviews from across the Web and…Displays much of the content on the Place page
- 9. Uses the content,including several new factors, to determine rank in local searchesWhy? How? Place page helps consumer learn more about a local business8
- 10. Strategy 3: newlocal search results (cont’d)Changes to PageRank algorithm to improve quality of local listings Inbound LinksSocial PagesFans & FollowersGoogle Place PageSite & BlogReviews++++Social BookmarksREPUTATIONSOCIAL AUTHORITYCONTENT & LINKSProminent Organic Rank=How soon until it impacts Quality Score for AdWords?9
- 11. Strategy 4: newmobile search & appsSo consumers rely on Google when they are out & about61 million smart phone subscribers & growing quicklyMobile now over 10% of all Google searches – up 4X in 201033% of mobile users searching for stores, reviews and couponsGoogle Places & HotPot make it easier to search
- 12. easierto check reviews
- 13. easierto write reviewsMobile searchPlaces searchSources: comScore, AllThingsDigital, Internet2GoPlace page with HotPotMobile algorithm and apps to help consumers find a local business10
- 14. What’s the impactto local business?Easier for Consumers – Harder for BusinessesGoogleImpact1Newsearch featuresGoogle still the top search engine for local consumers
- 15. How a sitelooks in Google Preview can impact click-throughs 2NewlocalpropertiesPlace page will get more traffic and drive calls/visits
- 16. Conversion to lead/callis impacted by reviews on Place page/HotPot
- 17. Updated PageRank algorithmmeans search results now feature more local listingsthan directories
- 18. Clicks/traffic impacted byrichness and quality of new content on the listing
Editor's Notes
- #2 Purpose:So far, we have taken a look to see if there are any potential opportunities in your industry on the Internet. (advance slide)First we look at what prospect are searching for. (advance slide)Next we look at what your competitors are doing from an Internet perspective to see if there really is a Marketing opportunity here that makes sense. (advance slide)Finally we have done some preliminary research on your company and specifically its internet presence. Agenda:To start with I have a few questions that will help me get a better understanding of your business and what you are looking for. That way, at our next meeting, I will have something quite specific to show you. At the end I will share with you a little about WSI.How does that sound?
- #11 Need stat for first bullet….huge # of people searching for local biz via mobile. Add bullet about search ads with click to call and high conversion.