Jonathan Jeter

Director of Application Development

Home Archives for local search

Harnessing the Power of Intent Data and Predictive Analytics

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Harnessing the Power of Intent Data and Predictive Analytics
Michael Mire, SweetIQ

Local search is the ultimate indicator of intent.

  • We’re doing it all the time. (4 in 5 consumers use search engines to find local information.)
  • We’re doing it more and more. (Google search interest in “near me” has increased 34x since 2011.)

We’re on our way to online to offline (O2O) direct attribution.

Today, there are lots of moving parts, which makes it look a lot like Swiss Cheese.

You’re only able to track <3% of the market today, so it’s difficult to create a reliable model.

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Build an O2O attribution funnel / model.

  • Impressions – number of times your stores appeared in local search

Local + Social: the Future of Promotion

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A giant QR Code linking to a website, to be re...
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Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Speakers:
Benu Aggarwal, Founder & President, Milestone Internet Marketing
Gregg Stewart, President, 15miles

local + social
Gregg Stewart

importance of local search
Online retail only represents 7% of all spending. Most research is done online, but purchases still occur offline for the most part.

Consumers are increasingly using more sources to find local information. 1/3 of Facebook users use Facebook on a mobile device. Social networkers are frequently finding local business information through recommendations from connections and consumer reviews.

Consumers are looking for businesses in a variety of places and expect the information to be easily available and accurate. 49% of social network searchers are looking for address/location and other basic business data.

Best Practices for local search.

business names do not:

Read the rest of Local + Social: the Future of Promotion

  • include marketing tag lines in your business name