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WSI Preliminary ResearchLocal Business SearchPresented to:,[object Object]
Google last year ,[object Object],Paid Listings,[object Object],Map Listings ,[object Object],Organic Listings,[object Object],2,[object Object]
Google now in battle for local,[object Object],U.S. Local Online Ad Spend$15 Billion,[object Object],in 2010 ,[object Object],Surpasses Google in ‘time spent’ on site domestically ,[object Object],US market share grew to 28%Grown to 41 million users per month,[object Object],Rejects Google's $6 Billion offer,[object Object],1,[object Object],2,[object Object],3,[object Object],4,[object Object],New search features,[object Object],New local properties,[object Object],New local search results – Places,[object Object],New mobile search & apps,[object Object],Growing to ,[object Object],$37 billion ,[object Object],in 2014,[object Object],SMB,[object Object],Sources:  BIA/Kelsey, comScore, Nielsen, Silicon Alley Insider,[object Object],Multiple strategies to grow its share of local consumers,[object Object],3,[object Object]
Strategy 1: new search features,[object Object],So consumers start on Google for local searches,[object Object],Google Preview,[object Object],Google Instant,[object Object],Google Realtime,[object Object],Google Shopping,[object Object],4,[object Object]
Strategy2: new local properties,[object Object],So consumers stay on Google for local information,[object Object],for DIRECTORIES / REVIEWS,[object Object], Instead of,[object Object],& more…,[object Object],5,[object Object],for Social,[object Object], Instead of,[object Object],forDEALS,[object Object],Instead of,[object Object],& more…,[object Object],& more…,[object Object],Google wants to be a destination instead of sending consumers to other sites,[object Object]
Strategy 3: new local search results,[object Object],So consumers rely on Google for local search info,[object Object],Paid ads,[object Object],Map now top right and stays there – map pin now same as organic rank,[object Object],Now predicts a local query and displays all local business listings,[object Object],Reviews provide indicator of quality,[object Object],Much more info on each listing,[object Object],Place page link to Google’s detailed profile of the business,[object Object],PageRank™ algorithm updated to better help consumers find a local business,[object Object],6,[object Object]
Strategy 3: new local search results (cont’d),[object Object],So consumers rely on Google for local search info,[object Object],Easy 1-click preview of website,[object Object],Address & phone number,[object Object],Reviews from across the web,[object Object],Location on the map,[object Object],Picture from Place page,[object Object],Total reviews and link to Place page,[object Object],More detailed listings helps consumers choose a local business,[object Object],7,[object Object]
Strategy 3: new local search results (cont’d),[object Object],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…,[object Object],[object Object]
Uses the content, including several new factors, to determine rank in local searchesWhy? How? ,[object Object],Place page helps consumer learn more about a local business,[object Object],8,[object Object]
Strategy 3: new local search results (cont’d),[object Object],Changes to PageRank algorithm to improve quality of local listings ,[object Object],Inbound Links,[object Object],Social Pages,[object Object],Fans & Followers,[object Object],Google Place Page,[object Object],Site & Blog,[object Object],Reviews,[object Object],+,[object Object],+,[object Object],+,[object Object],+,[object Object],Social Bookmarks,[object Object],REPUTATION,[object Object],SOCIAL AUTHORITY,[object Object],CONTENT & LINKS,[object Object],Prominent Organic Rank,[object Object],=,[object Object],How soon until it impacts Quality Score for AdWords?,[object Object],9,[object Object]
Strategy 4: new mobile search & apps,[object Object],So consumers rely on Google when they are out & about,[object Object],61 million smart phone subscribers & growing quickly,[object Object],Mobile now over 10% of all Google searches – up 4X in 2010,[object Object],33% of mobile users searching for stores, reviews and coupons,[object Object],Google Places & HotPot make it,[object Object],[object Object]
  easier to check reviews
  easier to write reviewsMobile search,[object Object],Places search,[object Object],Sources:  comScore, AllThingsDigital, Internet2Go,[object Object],Place page with HotPot,[object Object],Mobile algorithm and apps to help consumers find a local business,[object Object],10,[object Object]
What’s the impact to local business?,[object Object],Easier for Consumers – Harder for Businesses,[object Object],Google,[object Object],Impact,[object Object],1,[object Object],New,[object Object],search ,[object Object],features,[object Object],[object Object]
How a site looks in Google Preview can impact click-throughs 2,[object Object],New,[object Object],local,[object Object],properties,[object Object],[object Object]
Conversion to lead/call is impacted by reviews on Place page/HotPot
Updated PageRank algorithm means search results now feature more local listingsthan directories
Clicks/traffic impacted by richness and quality of new content on the listing

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Local searchprogrampresentation

Hinweis der Redaktion

  1. 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?
  2. 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.