5 Leading Indicators of the Future of Local Search

logo041211The local search market is changing. On the buy-side, enterprise advertisers are starting to assert their control, demonstrating that they can leverage large footprints to compete in local with clean distributed data, and accurate claimed citations. Consumers, meanwhile, increasingly want to use their mobile devices for more activities than navigational search, expecting to be able to buy and not only find goods and services nearby.  Read more at: StreetFight Magazine

Is Yelp hanging out on the bleachers with the dirt bags now?

1330643768-yelpWhen you were in high school, nothing was more important than your reputation. What others thought about of you meant everything. Many people learned a very important lesson in high school about reputations. Once soured, it’s almost impossible to overcome it. Once given the title of class floozy or dirt bag, that’s it. Four years would not be enough time to overcome it.

I got into a conversation today with a lovely independent consultant at the SMX conference in NY. She was a mature savvy marketer and she had a nice rolodex of small and mid-size customers. The conversation was largely about local data management and the overwhelming amount of effort required to clean up the ecosystem for her clients. Dirty data – one of my favorite subjects.

While talking, she brought up the topic of consumer reviews and how she believed that reviews are the next big data issue that needs to get tackled. We talked about Google reviews and, of course, we talked about Yelp.  Continue reading

Unlock the power of location data (part IV – sample case study)

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In August of this year, LocationInsight rebranded as Placeable to strategically align the mission of the company with driving enterprise advertisers to become placeable. Following suit, we have released several case studies that demonstrate the results that enterprise advertisers have experienced after becoming placeable.

The third case study example is a global financial transaction company with an inadequate conversion rate of online to offline customers at the location. With more than a half-million locations, this was a significant problem. Continue reading

Unlock the power of location data (part III – sample case study)

UntitledIn August of this year, LocationInsight rebranded as Placeable to strategically align the mission of the company with driving enterprise advertisers to become placeable. Following suit, we have released several case studies that demonstrate the results that enterprise advertisers have experienced after becoming placeable.

The second case study is a global credit card and ATM company with a challenge of providing accurate location data to the ecosystem when they have hundreds of thousands of ATM locations around the world. Continue reading

Unlock the power of location data (part II – sample case study)

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In August of this year, LocationInsight rebranded as Placeable to strategically align the mission of the company with driving enterprise advertisers to become placeable. Following suit, we have released several case studies that demonstrate the results that enterprise advertisers have experienced after becoming placeable.

A national consumer insurance company client had a huge problem with citation conflict and low search engine confidence. They were experiencing poor ranking for all of their locations. Continue reading

Unlock the power of location data (part I)

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Location information has the potential to be a powerful strategic asset for digital marketers. Especially for enterprise advertisers with many locations that are trying to compete on the local level.

Web maps, web site store locators and mobile results are strong drivers of consumers to a business location. Accurate location information is obviously essential to the effectiveness of these drivers. Social networks, directories and search engines (i.e., SEO) are also very valuable delivery agents of consumers. Establishing data continuity and maintaining consistency of location information across these channels can make all the difference between a strong consumer brand experience and a sour one. Continue reading

Ownership (OYS)

What you stand for as a leader, member of a team or as an individual is about ownership.

What is ownership?

Ownership is about owning your shit. Plainly speaking.

Ownership means holding yourself accountable for what you say and what you do, regardless of whether that thing is good or bad. Ownership is about honor and humility.

Ownership is about dependability and maturity. Your value to yourself and to others can be a testament to your ability to own your shit.

To me, ownership is the most important characteristic of every employee at a successful company. Continue reading

Today LocationInsight became Placeable

Unknown-2Demonstrating that advertisers can and will accomplish more with clean location data that’s accessible, accurate and usable, LocationInsight today unveiled its rebrand as Placeable. This new corporate identity is designed to convey the company’s commitment to making large advertisers “placeable” on search engines, maps, directories, local pages and in the real world. Placeable’s advertisers are far more competitive locally than other large advertisers, because they power their campaigns with accurate, comprehensive, and reliable information about their locations.  Continue reading

Time to Make Dirty Data Placeable

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The December 2012 Cost of Bad Location Data Report from Yext shared that 43% of business listings are wrong and 14% are just plain missing. As a result, US businesses lose over $10B in sales every year. Each and every day, people look for places on Google Maps and are directed to the wrong location. This poor user experience translates into lost revenue for stores

Local search marketing for location-based advertisers drives people from online to the physical store, but the process of optimizing for local search is not simple. There are many key influencers that impact the performance of location-based brands in local search, especially when you consider web, mobile and social to all be part of the equation. Not only do consumers sit at a desk and conduct local searches, they do it on mobile devices. They do it within social networks like Facebook or on Foursquare. Local search is conducted directly on maps and through locators. IYP’s are a channel for local search as well. The value of these channels to a consumer may be directly attributed to the accuracy of the information provided to them. Continue reading

So you think that Google owes you something? Local SEO may not see what’s on the way…

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Some operate under the assumption that Google, and all search engines for that matter, owe them something, namely traffic. The prevailing attitude is that it’s Google’s obligation to put the most relevant (or best optimized) content at the top of the result pages. These folks expect to have their information ranked, links posted and traffic sent to them.  In exchange, Google and other search engines get to peel off a portion of the traffic as ad-based clicks.

Talk about naïve. Continue reading

What’s happened to Local Search? Where did we go wrong?

UntitledLocal is mainstream. You’re no longer cutting edge or ahead of the curve when you use buzz words like “local search”, “hyper-local” or even the super cool acronym, “SoLoMo” (which seems like more of an emerging neighborhood than a search term to me). Look at the agendas for upcoming trade show conferences such as SMX, where entire days are structured around local

25% of every search on Google is a local query and that number jumps to nearly 45% when you combine mobile with desktop. 56% of mobile usage is search, and half of all mobile-search is local.

Digital media has become consumed with local. Especially search. Not just for SMB, but for national brands. Having multiple locations and information about each of those locations are recognized assets across the industry. Continue reading

Apple and Locationary: The Importance of Location Data

Apple’s acquisition of Locationary is another signal in the rapidly evolving ecosystem around location data.

Maps and location have moved from being a specialized utility to center stage in the multi-billion dollar world of search. The data quality struggles Apple faced when it replaced Google Maps on the iPhone with its own map application were just one high-profile example of the challenges and hard work underway in making the entire location marketing ecosystem work. Continue reading