To kick off the 2nd day of Rocks Digital 2016, we have Greg Sterling, VP of Strategy & Insights of the Local Search Association, blogger at Screenwerk, and a contributing editor to Search Engine Land and Marketing Land, leading online blogs on search and digital marketing.
Let’s explore the mad, mad, MAD future of Local Search, and certain breakthroughs in the epidemic of local search:
“All mobile queries are potentially local.”
~ Chandu Thota, Google Director of Engineering
Most search queries that carry buying intent are ultimately local because they will likely be fulfilled in a store, dealership, or by an offline service provider.
Ultimately, people are not going to buy, say, a car or fridge online.
Google may be more inclined to treat the same query as local.
The Purchase Path
Awareness | Interest | Decision | Action
Mobile is KING…
More than 50% of Google’s queries come from mobile devices on a global basis.
70% of Yelp searches come from mobile
New Search Experiences:
Using Voice Search…. by the numbers:
“The assistant is conversational – an ongoing two-way dialogue between you and Google that understands your world and helps you get things done. It makes it easy to buy movie tickets on the go, to find that perfect restaurant for your family to grab a quick bite before the movie starts, and then help you navigate to the theater. It’s a Google for you, by you.” – Google, May 2016
Marketer Challenges: Buyers are harder to reach, and figuring out how to bridge the gap between so many tools and dashboards. The top 5 challenges for large businesses today are:
People want more functionality, so they don’t need to use so many apps. Mobile consumers want to complete tasks. Users want personalization and relevance. Location is very forward but beware of being too personal (or, the “creepy line.”
84% of consumers think advertising interruptions while watching digital content are too frequent
92% of consumers get frustated with interruptions in videos because of poor Internet connection
63.2% Never want to get notifications from brands
Millennials are blocking ads!
Small Business Issues:
New kinds of SEO:
The most important thing to remember, though, is to put the customer at the center of the whole process. Most organizations don’t really care about their customers, and it’s all about being customer centered. Offer your consumers helpful information, and be genuinely concerned and interested in them.
Click for PDF of slides.