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SES 2014 - Local Search - Bigger than you think

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Locally orientated searches account for over 1/3 of the 2 trillion searches every year on Google. My presentation @ SES 2014 covers why this has happened and what you can do to maximise this

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SES 2014 - Local Search - Bigger than you think

  1. 1. Pete Young Search Director MediaCom i-Lab UK & Ireland
  2. 2. Local search – bigger than you think
  3. 3. Back in 2011
  4. 4. Local impacts a huge proportion of searches 1 in 3 searches have local intent Source: Ed Parsons: Google 2013
  5. 5. There are 2,161,530,000,000 a year Source: Google Official History / Comscore - http://www.statisticbrain.com/google-searches/
  6. 6. That equates to 720,510,000,000 a year
  7. 7. or 1,974,000,000 a day
  8. 8. Local accounts for around 20% of queries on desktop
  9. 9. On mobile – that’s even higher Over 50% of queries are local
  10. 10. Mobile penetration has doubled in 2 years 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 2011 Source: Google: Our Mobile Planet 2012 2013
  11. 11. This affects certain verticals more than others Vertical Mobile Penetration (including tablets) Gaming 35% Travel 46% Automotive 43% Finance – Banking Finance - Insurance 24% 28%
  12. 12. 49% Search on their smartphone every day Source: Google: Our Mobile Planet
  13. 13. 37% Look for local information daily Source: Google: Our Mobile Planet Search for local information at least once a week 13%
  14. 14. 58% Look for local information daily Source: Google: Our Mobile Planet US Search for local information at least once a week 27%
  15. 15. 57% Look for local information daily Source: Google: Our Mobile Planet US Search for local information at least once a week 21%
  16. 16. Whilst searchers aren’t necessarily searching for local content, global considerations are increasingly influencing your search experience
  17. 17. Modern day search is more than just the searched phrase “Shopping Centre” Explicit query “Shopping Centre” Explicit query iPad User, in Manchester Implicit query
  18. 18. The introduction of Venice means that we cannot rely on a single source of truth brighton http://www.which.co.uk Manchester http://www.which.co.uk Westminster http://www.which.co.uk blackpool http://www.which.co.uk http://www.ceswindows.co.uk http://en.wikipedia.org http://www.directwindowco.com http://en.wikipedia.org http://www.energysavingtrust.org.u k http://www.malbernwindows.co.uk http://www.brightwindows.co.uk http://www.directwindowco.com http://www.energysavingtrust.org.u http://maps.google.co.uk k http://maps.google.co.uk http://www.lordshipdoubleglazing.c http://www.elitewindows.co.uk o.uk http://www.yell.com http://www.yell.com http://www.weatherseal.co.uk http://www.everest.co.uk http://www.clearviewhome.co.uk http://www.weatherseal.co.uk http://www.abelglass.co.uk http://www.anglianhome.co.uk http://www.summitdoubleglazing.co http://www.jardineconservatories.co m .uk http://www.fensa.co.uk http://www.didsburyglass.co.uk http://www.squareglazing.co.uk http://en.wikipedia.org http://www.everest.co.uk http://www.energysavingtrust.org.u k http://www.nolanglass.com http://www.weatherseal.co.uk - http://www.jcwindows.com http://www.ggf.org.uk http://www.doubleglazingblackpool. com http://www.dgcos.org.uk http://www.lancashiredoubleglazing. http://en.wikipedia.org co.uk http://www.energysavingtrust.org.u k -
  19. 19. Coverage above the fold is crucial to generating the click Keyword Breakdown by Vertical 100% Organic Clicks Positions 10+ 90% Organic Clicks Position 10 80% Organic Clicks Position 9 70% Organic Clicks Position 8 Organic Clicks Position 7 60% Organic Clicks Position 6 50% Organic Clicks Position 5 40% Organic Clicks Position 4 30% Organic Clicks Position 3 Organic Clicks Position 2 20% Organic Clicks Position 1 10% Paid Search Clicks 0% Unsuccessful Searches Travel Retail Automotive Source: GroupM/Experian Keyword Study - 2013 Finance Insurance
  20. 20. This is even more important on mobile Source: Google: Eye Tracking Study 2012
  21. 21. Your resultset is increasingly localised across the board
  22. 22. Certain results are “hyperlocal”
  23. 23. Increasing interactivity through local
  24. 24. That functionality can be further expanded to include more interactivity http://www.manchesterbusinessphotos.co.uk/tourdash-your-google-virtual-tour-evolved/
  25. 25. Getting yourself in the local results isnt difficult  Ensure you claim all relevant addresses  Make sure you spend time associating your entries with appropriate categories – particularly the primary category  Make sure you provide as much information as you can with particular focus on:  Opening Hours  Contact Details  Photos & Videos if available  Payment
  26. 26. Location + Relevance + Engagement = Local Visibility Location   Proximity to location of search (specified or inferred) Relevance   Business Name  Categories (in paritcular primary category) Engagement   Quantity of Reviews  Secondary citations  Interaction
  27. 27. The do’s and don’ts of local search DO Don’t Spend time choosing the most appropriate category for your locations  Don’t keyword stuff – its so 1999  Use of irrelevant keywords in your business title is not advised  Use Local Telephone numbers where possible   Reference your Google+ Local pages from the relevant local content on site Limit use of non-specified categories. Spammy categories can actually work against you  Don’t just leave things once you’ve finished submitting your info – that’s just the start….   Encourage reviews via Google+ Local via integration with wider CRM activity
  28. 28. Reviews are increasingly important for social proofing
  29. 29. Shared endorsements are only going to get bigger
  30. 30. Organic Local can only take you so far … to get more granular, PPC can provide some quick, easy and scalable wins
  31. 31. One of the biggest reasons is this
  32. 32. Before you start….. External tools such as  GA, Adwords, Hitwise, TGI and Moasic can guide potential opportunities Always cross reference with internal  data where possible  Offline vs Online  Proximity Analysis (particularly against offline data)   Click vs Conversion Test, learn, refine
  33. 33. And then choose the right tool for the job Local Extensions Location based upweights Localised campaigns List based retargeting
  34. 34. So where do we go from here….
  35. 35. Glass may have a big part to play in the future of Local
  36. 36. Local integration with wider Google products
  37. 37. Google becomes the aggregator for more products
  38. 38. To conclude  If you haven’t got Local as part of your current strategy – get cracking  Local search isn’t one dimensional – utilise both paid and organic opportunities to maximise share of traffic  Make sure you verify your places – 3 weeks and counting  Make sure you include Google+ Local reviews as part of your CRM Strategy – this is only going to get more and more important
  39. 39. Google is the new landing page …..
  40. 40. The beauty of paid search is in the flexibility Localised campaigns  Where local is a factor in the Bid Upweights by location Useful where local is not a direct  customer journey (ie Travel – Airport)  High volume sectors where volume is factor in the customer journey Particularly useful for tactical activity  unlikely to impact quality score   Localised Television Where conversion could be  Locallised doordrops/inserts etc significantly improved by the usage of local relevance
  41. 41. 90% Of mobile users took action after performing a local search ! Source: Google: Mobile Playbook - http://ssl.gstatic.com/think/docs/action-after-searching_statistics.pdf