Search Engine Strategies 2012: Local and Social
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Search Engine Strategies 2012: Local and Social
- 1. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
- 2. London | 20–24 Feb, 2012 | #seslondon Display Affiliate Mobile Social Search ? @AndrewGirdwood
- 3. London | 20–24 Feb, 2012 | #seslondon On Google’s radius targeting: http://bit.ly/googleradius @AndrewGirdwood
- 4. London | 20–24 Feb, 2012 | #seslondon Avoid the angry man An allegedly angry man, allegedly. @AndrewGirdwood
- 5. London | 20–24 Feb, 2012 | #seslondon Community Telok Blangah Hill, Singapore @AndrewGirdwood
- 6. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
- 7. London | 20–24 Feb, 2012 | #seslondon 500 Tweets – combined follower reach: 2,546,811 @AndrewGirdwood
- 8. London | 20–24 Feb, 2012 | #seslondon PPC is search, right? @AndrewGirdwood
- 9. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
- 10. London | 20–24 Feb, 2012 | #seslondon Outreach techniques http://www.sonar.me @AndrewGirdwood
- 11. London | 20–24 Feb, 2012 | #seslondon http://rapportive.com/ @AndrewGirdwood
- 12. London | 20–24 Feb, 2012 | #seslondon http://n0tice.com/ @AndrewGirdwood
- 13. London | 20–24 Feb, 2012 | #seslondon Local publishers want event listings… but they are a PAIN! Create a noticeboard, brand it and share it Events can be embedded in site and blogs via iCal or RSS http://northerner.n0tice.com/ @AndrewGirdwood
- 14. London | 20–24 Feb, 2012 | #seslondon Mobile is important for local search Source: Google @ TechCrunch Disrupt @AndrewGirdwood
- 15. London | 20–24 Feb, 2012 | #seslondon These guys are well known to SES in the States @AndrewGirdwood
- 16. London | 20–24 Feb, 2012 | #seslondon Google merging social and local? http://blumenthals.com @AndrewGirdwood
- 17. London | 20–24 Feb, 2012 | #seslondon Serendipity is still missing http://chee.rs @AndrewGirdwood
- 18. London | 20–24 Feb, 2012 | #seslondon Highlight App iTunes URL: http://bit.ly/hilightapp @AndrewGirdwood
- 19. London | 20–24 Feb, 2012 | #seslondon http://www.asa.org.uk @AndrewGirdwood
- 20. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
- 21. London | 20–24 Feb, 2012 | #seslondon @AndrewGirdwood
- 22. London | 20–24 Feb, 2012 | #seslondon 1) Hyperlocal demands outreach 2) Seek visibility, not links 3) Be legal Take away, right? @AndrewGirdwood
- 23. London | 20–24 Feb, 2012 | #seslondon Thanks! Photo Credits http://www.flickr.com/photos/kiltbear/73600619/ http://www.flickr.com/photos/adforce1/4237095005/ http://www.flickr.com/photos/lilcrabbygal/484576030/ @AndrewGirdwood
Editor's Notes
- The map is local. The red cross is hyperlocal. What a difference. Brands should have a Local strategy that blankets their regions. They should have a hyperlocal strategy that targets their interests.
- How well does search work for Hyperlocal. Is there anything hyperlocal can offer Search?
- Google doesn’t want to go below 10 miles/20 clicks. You can still target hyperlocal sites on the Display Network though
- Angry lawyer – ice rink, College Station, TX – match for ArticWolfIce.com is appropriately viral for local searches, useless or off-topic in most other cases
- Community determines the difference between hyperlocal and local – but also in relevance and social value. Community is what you get if you put local and social together.
- Looking for local communities – Twitter’s near: search function. Not all hyperlocal Twitter accounts are actually near their location though.
- Retweet chances are 100 times higher if they come from hyperlocal papers. Are local bloggers more likely to blog about local issues? YES.
- Hyperlocal ad nets are often cheap and can be effective. Fragmented and hard to handle on a scale. Others include Chitika, Local Yokel Media, AOL’s Patch and Chalkboard
- Here’s a product listing post, with link, on one of those blogs.
- Sonar links in with many social networks; filters by interest and alerts when people are nearby. Great for outreach.
- Find hyperlocal communities; get people to publish for you or help share your content
- Tips from Matt McAlister at n0tice.com
- 20% of all desktop searches are local. 40% of all mobile searches are local. 41% of all searches for Super Bowl commericals were from mobile devices.
- There are a huge number of mobile ad networks; it’s not a Googopoly. Alternative to xAd include Where or AT&T Interactive or you can target yourself with OpenX and generic AdMob ads
- Google testing local and social unions – prediction; Google Local profiles to become Google+ profiles. Who’s making the effort on Google+? Google Local requires lots of effort.
- Serendipity is missing in action – this is an opportunity for marketers
- Highlight and Google+. Many of the Google+ checkins are via Latitude auto checkin. If you’re running a local business then encourage regulars to auto check in. Social platforms like Facebook and Google+ ban “Likes” as competitions but not check ins.
- Do not encourage children to explore strange areas – treasure hunt projects of recent years are technically very risky
- UK vs US / 16vs 13. This is a14 year old’s experience of Foursquare. Not only does it lure them into places – it shows them rewards for drinking.
- Local will get controversial