Why Google Focuses Further On Local Search Engine Results
The Search Engine market is very dynamic with continual shifts, some of which offer marketers unique opportunities. The recent announcement that Google maybe purchasing Yelp further reinforces why Google views Local Search as the next big thing in search engine marketing (SEM). Yelp was founded in 2004 as a way to let users post reviews on local businesses. Google recognizes the expansion opportunity to provide more local search information to its users.
Google has built a $23 Billion dollar business by understanding what their users want or will want in the near future – think about the YouTube acquisition!
Google has built an important user franchise for their Google Maps, the ultimate “local search engine offering”. Every day, this terrific tool helps millions of searchers find local locations of restaurants, doctors, paint stores, building contractors and drug stores in their neighborhood. Google has the database that tells them a whole lot about what people want to find locally online.
Not surprising, there is data to support this fast-growing activity in Local Search. Nielsen (2009) reported that 72% of consumers are using search engines more often to find a local business or service. Compared to other options, only 16% said they were using Yellow Pages more. This speaks volumes about what is happening to the traditional Yellow Pages franchise.
Google and search engines in general are quickly becoming the default method that people use to search for local information and with a map to boot.
When you add in the increasing wave of mobile device usage, the trend becomes even clearer.
Marketers need to recognize this seismic shift, particularly if they market through a network of locations like stores and offices. Determining how to create Local Search programs, both in search engine optimization (SEO) or paid keyword programs (PPC), is now a critically important marketing tool and medium. Not acting on this shift, is a very big missed business opportunity. And, it may be an opportunity that competition is pursuing.
