Local Search Marketing

With Google making changes in its local search algorithms, checking rankings for local business listings for geo-targeted terms is getting a bit difficult. Google also takes into account the searcher’s location and alter its search results to prefer local listings. So, searching for keyword “jersey shore pizza”, a person sitting at the Atlantic City may get somewhat different results from a person sitting somewhere else at the Jersey Shore. Sometimes, a person searching from outskirts, or suburbs, of major city do not get same results as a person searching from within city limits or center of city. However, there’s a way to determine local rankings with considerable accuracy. Google provide a Custom Location option in left hand s! ide menu options on search result pages (sometimes hidden under search Tools option). This lets you customize your search location. Make sure you are not logged into your Google account and disable personalization results based upon search activity.  To increase your local presence go local with Lazworld.com Inc.

What Does 'Buy Local' Mean To Consumers?

To consumers in the U.S. and elsewhere, "buying local" isn't a top priority in and of itself, according to a new study from Communispace.

Instead, localism becomes an important part of a product's overall value proposition when it is perceived by consumers as a means of obtaining "a high-quality, cost-effective, safe and reliable product," sums up Manila Austin, director of research for Communispace, which employs private online customer communities to generate brand insights for marketers.
 
The firm used a multi-method online approach to explore the meaning of "buying local" to nearly 1,000 consumers from the U.S., Canada and eight other countries in regions around the globe.
 
The research confirms that consumers often see local origin or purchasing as a way to get certain product benefits, such as freshness, geographic convenience or good customer service, not just as a way to "do good." It also shows that consumers seek a sense of personal and civic connection to products, brands, manufacturers and retailers.
 
Other findings:

• Local is contextual. The definition of local changes depending on the country and the consumer's home setting (urban, suburban or rural, for instance), as well as on the individual's own buying needs and personal priorities.

• Local isn't just about food, or ecological altruism. Local purchases of many types of products and services strengthen ties to family and neighbors, as well as contributing to the community and the economy at-large by generating jobs and tax revenue.

• Connection is key. In a commoditized world, local buying can connect consumers to an authentic experience and ground purchasing decisions in a sense of history, tradition and community. Brands have an "enormous" opportunity to create this sense of connection by sharing their "stories" and history, as well as establishing roots in local communities, stress the researchers.

• Local is becoming a mainstream criterion for purchasing decisions. Consumers have a heightened awareness of how products are made and are taking a more holistic view of their purchases, the study confirms. They are considering "pre-point-of-sale" factors such as the origins of products' raw materials, where products are manufactured, and their carbon footprints.

Based on the research, the report offers several recommendations for marketers:

• Establish local roots. No matter how large the company, it can and must create a local presence -- not only through an operational presence and hiring practices, but by contributing to local schools and other causes and sponsoring community events.

• Flex to the context. "Most important, companies must remember to be flexible and consider the unique needs of the local community, wherever they are in the world," the report emphasizes. Brands must adjust their messaging, corporate giving and even manufacturing/distribution strategies within different markets.

• Focus on transparency and education. Companies need to be honest and open about their successes and challenges, and teach employees about the product's value proposition and life cycle so that they can, in turn, educate the customer.

• Don't let local stand alone. Promote the practical, tangible advantages of your product or service, in addition to appealing to altruism.

Microsoft Integrates Foursquare Into Bing Maps; Turns Attention To Signals

Microsoft plans to deliver new tools in Bing Maps powered by mobile location service Foursquare. The Redmond, Wash. company's Silverlight technology will pull in the data.

Bing has begun to pay more attention to real-time, social and location-based data signals that can provide depth to search queries that serve up tips, comments and other information.

Enhanced location-based services and a variety of other features will become available during the next few months, as Microsoft continues to invest more in its mapping platform. Not just information from "maps" that show location, but a "canvas where you can visualize search data," Adam Sohn, Bing director for the Online Services Division, told MediaPost Thursday. "The concept is related to the notion that there's real data and information behind each search that often gets disaggregated from its physical context."

People searching for information on Bing will finally begin to see the fruits of labor from separate deals inked with Facebook and Twitter last year to deliver real-time data.

The ability to deliver real-time information based on a variety of signals means giving people who search for a particular news source, such as The New York Times, access to connect not only to the main site but to links of the most popular trending stories based on information shared across the Web. Sohn says it's a new way to generate traffic from the search engine to the publisher's site.

Microsoft also plans to enhance Quick Tabs on Bing, moving the tabs from the left rail to the top of the page. The feature aims to deliver results based on what the search engine believes represents the intent of the person searching on the query. The change also represents a new look for the user interface and hopefully a more intuitive way to search.

Bing's focus on "curating content," rather than "cataloging Web sites," supports Forrester Research Principal Analyst Shar VanBoskirk's vision for the future of search. "Think about a search engine as a concierge pointing you to answers you need, instead of presenting lists of sites that have content that matches your query," she says.

VanBoskirk points to the side and the top navigation capabilities. The features allow users to drill into categories of content related to their search without having to do a subsequent search, or click through to pages to see if the content matches their needs.

"I think the other enhancement that really illustrates this shift is the creation of comparison answers and domain task pages," VanBoskirk says. "These are literally aggregations of content, links, images, video specifically to answer the most commonly search goals associated with different topics. Instead of having to scout through multiple pages, content sources, using multiple queries, Bing curates all of what they think the searcher is after into one page."

Thursday marked the beginning of Bing's spring release. Microsoft will experiment, test and roll out these features during the next several months.

AOL To Launch Patch.org; Commits Millions To Revamp Local Strategy

AOL plans later this week to launch patch.org, a charitable foundation intended to improve the quality of life in underserved communities. It is part of a move by the recent Time Warner spinoff to focus on local markets, advertising and editorial content to become every community's online newspaper, Jon Brod, executive vice president at AOL Ventures, told attendees at the BIA/Kelsey conference in San Diego Monday.

Brod laid out AOL's strategy, which will allow patch.org to partner with community foundations. "This is a charitable foundation with all profits being returned to communities we serve," he says. "We believe local information is the most important and helpful information people want and need. And we are committed to filling this need in society without regard to economic status."

Pointing to AOL's commitment to invest up to $50 million this year on local initiatives, Brod says Patch.org ties into AOL's focus on local content that bridges the gap between real-life offline neighborhoods and online communities. It follows the company's push to hire local journalists to write and post community news.

Today, Patch supports 41 communities in four states, up from five markets when acquired by AOL in June 2009. The initiative cost roughly 4.1% of what it takes to run a like-size daily newspaper when you strip out ink, print, and distribution. Brod says as more people migrate to online, AOL believes the project will become profitable.

The concentration on community also means focusing on mobile and Mapquest. The mapping technology will get a complete makeover, including user interface, employee support, and rebranding to give the mapping tool a new look and feel. "Mapquest, quite candidly, has been under-resourced during the past several years, but despite that it has remained a massive brand," Brod says.

Evidently, Mapquest sits at the nineteenth-largest property on the Web with 46% market share and 40 million monthly unique users, according to Brod. However, he declined to provide specifics on local advertising opportunities and skirted questions on specific technologies that might allow AOL to go head-to-head with mapping tools from Google and Microsoft, or geo-tagging tools from Twitter and others.

AOL also plans to revive the City's Best brand in 25 markets between July and September 2010. City's Best is an eight-year-old brand that AOL stopped funding in the end of 2008. The site features the best entertainment options in each city. It will combine professional editorial with consumer opinions that will allow community members to vote for the best in each city.

When asked how this differs from AOL's failed efforts to roll out Digital City, Brod says the billions of dollars spent online by consumers today, along with the penetration of smartphones in the market, and the use of much more sophisticated technology will make work today what didn't work in 1995.