1. Local Mobile Domination –
Harnessing The Changing SERPs
John Denny
@johnhdenny

2. Some Context On The Rapidly Evolving
Local Search World
• The Audience To Our Local News and
Information sites provides a good “window”
into web usage trends
• Mobile in particular has presented a striking
picture in the last 20+ months

3. January 2011
2% Mobile
Page Views
PC Page Views
Mobile Page Views

4. September 2012
40% Mobile
Page Views
PC Page Views
Mobile Page Views

6. More Smartphones = More Local Search
• As much as 40-50% of Mobile Search has
“Local Intent”- which is higher then the PC
World
• Kelsey: number of local mobile searches to
explode by nearly 600% in the next five years

7. Across PC and Mobile, there is an
enormous “Market” for Local Search
• Google recently reported that 1 in 3 searches
are Local

8. Overall, More Queries triggering Local
search results
• Google Venice Update:
– “…new system to find results from a user’s city
more reliably. Now we’re better able to detect
when both queries and documents are local to the
user.”
• Google will now return localized results for
broad match keywords if they determine that
it would be beneficial to the user

9. Bottom line: This is an area that you as a
digital marketer need to pay attention to.
John Denny
@johnhdenny