“The great challenge of winning the local market boils down to balancing sufficient reach and scale with specificity,” writes Noah Elkin, who is joining Street Fight today as managing editor. “It turns out thinking globally and acting locally isn’t always easy — as a consumer or a marketer.”
Why would Google’s market leadership be vulnerable to mobile search incursion? Innovation in search can occur at the user experience level, the core indexing and ranking algorithms, and the business model and ecosystem that supports search. Each of these faces potential mobile disruption.
Type in a generic search term for nearly any local service and you’re likely to see listings for national brands and retail chains. Local businesses have largely been pushed out of the first page. So local merchants have to make a change in their SEO strategies.
Non-structured employee bonding opportunities help provide a new perspective on topics that have often already been discussed at length in meetings and via email. Sometimes the best results happen naturally as employees form relationships with each other outside of work.
A few categories like restaurants, physicians, and beauty salons consistently capture the greatest volume of searches, stretching out into a long tail of lower-volume searches for occasional needs like roofing, chiropractors, and house cleaning.
YP’s split and Local Corp’s bankruptcy filing might strike you as huge events. But for the greater local search industry, I don’t see these as particularly big milestones…
With calendar integration, a generalized understanding of me generated from analyzing my geographic movements over time, and (perhaps) biosensor feedback from wearables, a mobile app may be able to predict my actual need, and suggest places that may be closer, higher rated, or otherwise more convenient than the Starbucks I now search for.
For years, venture capitalists steered clear of the most successful Internet product ever: search. But now, investors are betting that a handful of new mobile search startups can question Google’s dominance. One of those startups, Vurb, might have the answer.
Yelp may be on the auction block. In addition to the usual suspects, one less likely company stands out as a potential candidate: Priceline Group, the new owner of OpenTable.
The smartphone by its nature is portable, location-based, and focused on immediacy. Whether local search is a major segment of consumer activity or not today in a given country, there’s little question that it will be, and soon…