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SearchCon 2016 | Every Search is a Local Search with Tim Miller, Yext
Yext is the world's #1 location management platform that manages over 650k locations for over 425 enterprise clients. It helps brands be connected to all location-based apps and services to allow mobile consumers to easily find, visit, and transact with their locations. As mobile searches increasingly involve real-time, local queries like "near me", brands need to enhance their online listings with rich content and reach customers wherever they search across Google, Facebook, and over 100 other third-party directories and apps.
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SearchCon 2016 | Every Search is a Local Search with Tim Miller, Yext
- 1. Why Location-Based Experienceis the New Frontier of Mobile Search
- 2. Yext by theNumbers Yext is the world’s #1 Location Management Platform 650k+ Locations Managed 425+ Enterprise Clients 500+ Employees 6 Offices Worldwide 100+ Global Publisher Partners 115+ Member Technology Team $115M Funding 2014 + 2015 Forbes most promising companies list 60+ Member Services Team
- 3. What We See Sources:Think With Google, 2015; comScore, 2014; U.S. Census Bureau, 2015 Smartphones have fundamentally changed how consumers interact with the world. 4in 5 local mobile searches result in a purchase 34x Increase in “Near Me” searches since 2011 93% of sales still occur in person
- 4. Location Services The bestapps on your phone use location services to help you Go Places.
- 5. Brands needs tobe connected to all these apps and services in order for mobile consumers to easily find, visit and transact with their locations.
- 6. The Rise ofNear-Me Searches
- 7. The Rise ofNear-Me Searches Mobile search behavior is anchored in local Queries with “near me,” “closest,” and “nearby” have increased rapidly over the past few years, nearly doubling from 2014 to 2015 Source: Google, I-Want-to-Go Micro Moments: From Search to Store, 2015
- 8. The Rise ofNear-Me Searches Google Now Assumes You Want Local Information “Near me” searches have increased so much that Google automatically displays local results for highly general searches, such as “cable” or “dentist”
- 9. The Rise ofNear-Me Searches Mobile Empowered Consumer Expectations • Mobile consumers expect this information wherever and whenever they’re searching. Store Visits In-Store Purchases On-The-Go Searches 50% of smartphone users who conduct a search for a business convert that same day 18% of smartphone searches for a local business lead to a same-day purchase 50% of consumers who aren’t sure where to eat don’t search until within an hour of going
- 10. Micro-Moments: Location-Based Experience Googledefines these in-the-go searches as “micro-moments” • Consumer journey is fractured into hundreds of real-time, intent-driven micro moments where customer interacts with a brand • Each one is a critical opportunity for brands to shape our decisions and preferences • These decisions and preferences drive experiences, which are shaped by location • All the latest apps are focused on creating local experiences for consumers
- 11. Micro-Moments: Location-Based Experience Example:Snapchat’s GeoFilters Snapchat
- 12. Micro-Moments: Location-Based Experience Example:Starbucks Geo-Location Technology Starbucks
- 13. Micro-Moments: Location-Based Experience Example:Starbucks Geo-Location Technology Starbucks Spotify +
- 14.
- 15. Reach customers whereverthey search via integration-based partnerships with Google, Facebook, Apple, and 100+ other third-party apps, maps, and directories. How do you make each one of these endpoints the best they can be? 1. You Need to Be Everywhere
- 16. 2. Need toEnhance Listings with Rich Content When it comes to online business information, less isn’t more. Rich listings with images, descriptions, reviews, contact information and directions drive engagement. Patented Clickable Featured Message Local URL Merchant Verified Menu Rich Description
- 17. 2. Need toEnhance Listings with Rich Content • Yext’s Comparative Listings Study showed that across the board, additional listing fields (beyond NAP) showed a positive impact on engagement • Listing fields include: • Hours • URL • Menu • Logo • Photos • Videos • Calendar Yext’s Comparative Listings Study, 2015 • Emails • Product List • Facebook URL • Twitter Handle • Descriptions • Payment Options • Foursquare Offer
- 18. Yext: #1 Global LocationData Management Platform
- 19. #1 Location ManagementPlatform & Ecosystem 1&1 5k 8coupons 10k 411.Com 192.Com 1888 abcNotes AirYell AroundMe Avantar Better Fonts Bing bizwiki.co.uk Branchenbuch Deutschland Brownbook BundesTelefonbuch Busqueda-local.es Buurtlink.nl ChamberofCommerce.com CityMaps CitySquares CitySearch CoPilot Countdown Craigslist Credibility Review Credibility.com Custom Keyboard Cycling Cylex Daily Record Daskleine Badische Detelefoongids.nl DexKnows Dialo Elocal EZLocal Factual FindNear Me Focus Font Candy Forecast Now Foursquare Freieauskunft GasBuddy Gelbe Seiten GetFave GMX Goldenpages.ie Here Herold.at iBegin iGlobal The Independent Infobel Insider Pages LocalDatabase LocalPages Local.com Localscope Lokaleauskunft MapQuest Marathon Meinestadt Merchant Circle The Mirror My LocalServices MyRadar MyTown.ie MyTransit NYC MyTuner N49 Najisto.cz Navmii NOAANow Oeffnungszeiten onTime LIRR Opendi Openingstijden Pages24 Pagesdor.be Panoramika.cz Perfect365: Portrait Photofy Piclay Pocketly Poynt Quakefeed Ricarce Imprese Roadtrippers Scoot The Scotsman Shoply ShowMe Local SkyView SloPro Smart Ride SplitPic Stadtbranchenbuch.de Start Running! Stick Texting Lite StudioDesign The Sun Superpages Switchboard Tapatalk Telenav TomTom Topix TouchLocal Transit Tracker Twitter VebidooBiz Viber Vinden.nl Voradius White & YellowPages WhitePages Weather Cast HD Weather Warning Web.de Where To? Wisepilot YP YaSabe Yahoo Yandex Yalwa YellowMoxie YellowPageCity YellowMap Yellowise Yell Yelp Zlate Sranky Zoeken.nl Apple Facebook Google
- 20. Pages Drive foot trafficfrom your online properties to your physical locations with optimized local pages, locators, and mobile screens in your own website and app.
- 21. Xone Engage customers viatheir smartphones during in-person visits, and after they have left.
- 22.
Editor's Notes
- #8 Source: https://www.thinkwithgoogle.com/articles/i-want-to-go-micro-moments.html
- #9 Source: https://www.thinkwithgoogle.com/articles/i-want-to-go-micro-moments.html
- #10 Consumers have become accustomed to reaching for their smartphone for every little thing, searching
- #12 One app that defines capturing micro-moments is snapchat Recently introduced this idea of personalized geofilters based on your location Businesses and individuals and individuals can create custom filters
- #13 Starbucks has gone above and beyond to create a premiere mobile app experience Geo-location technology causes the app to send a notification to order a drink via app, pay with starbucks’ mobile payment system, shows rewards Has a really great online ordering
- #14 Starbucks recently integrated (Jan 2016) with Spotify to create a new music experience for customers Starbucks Mobile App users can access playlists currently playing in the Starbucks, and save songs and playlists to smartphone and then listen to the songs Customers can even “like” songs to influence what Starbucks stores play in the future Whole new immersive music experience
- #16 There is a vast number of maps, apps, sites, directories, etc. where you need to have accurate, and importantly consistent information Yahoo, Apple, Google, Bing, Facebook – these are just the top 5 Getting this business location information to be accurate and consistent is just the start The next critical step is how do you make these of these end points an engaging, compelling experience for consumers that leads to further clicks, and ultimately an in-store visit?
- #17 Not every business can have as advanced mobile technology as Starbucks and Snapchat, but what every business can do is make sure they create an engaging experience for their local listings
- #18 Yext has Patented Enhanced Content Listings for certain publishers in our PowerListings Network, as well as Clickable Featured Message, which all have shown to increase engagement
- #20 Yext serves both these needs: (1. need to be everywhere 2. need to make those endpoints the most engaging they can be) And we have the largest global publisher network – 100+ worlwide