Loci 2008- Greg Sterling’s Significant Developments in Local in 2008

Greg Sterling is a widely respected industry consultant in Local, Local Search & Local Mobile. He writes prolifically at his blog, Screenwerk, Local Mobile Search and SearchEngineLand where is a contributing editor. He plays a significant role in organizing SMX Local and the local tracks at the other SMX conferences.
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I’m not a “search practitioner.” I write more about the “industry” and the business side of “local search,” among other aspects of online marketing. My perspective is therefore somewhat different than Mike’s other invited list-makers. There are lots of great tactical and advice pieces in the lists that David Mihm and Matt McGee presented.

I’m going to take a somewhat different approach here and mention posts (some by me) that identify important issues or broader developments in the segment.

But first, Local Search Ranking Factors and Mike’s own Cracking the Code are perhaps the two most significant local search marketing posts of the year.

In terms of developments, I would say that Google opening up Maps to community editing was also highly significant from several perspectives. But it brought with it numerous problems. Mike has thoroughly documented the challenges Google has encountered with mapspam and hijacking that have come in the wake of opening up Maps.

While the local segment isn’t synonymous with “small business,” small businesses continue to struggle with online marketing and search marketing in particular. This is a significant issue that will persist for some time to come.

The most popular post to date on my blog, from late 2007, is No Yelpers Says One Local Café. It points to the growing challenge of local user reviews and how to deal with them. Another popular and somewhat controversial post on my blog was The End of SMB Websites, which asked whether stand-alone websites are necessary or whether rich landing pages could more effectively do the job for small businesses.

Another significant event, that hasn’t quite happened yet, is the coming of precise location awareness to the browser and the OS. Chrome has it today and so will the next release of Firefox. Windows 7 the forthcoming successor to Vista will also employ various strategies to get at user location. This “baked in location” will eventually be meaningful for SEO and SEM – SEO in particular.

Interestingly nobody (so far) has said anything about mobile. Arguably mobile is the most significant thing that is happening right now in the local space. The iPhone has gotten everyone’s attention and made “mobile search” a reality. And though it’s still a somewhat “embryonic” segment, mobile will become of equal or greater importance to local over time.

This short piece I wrote for iMedia makes the case for mobile marketing and argues that mobile marketing today is somewhat analogous to search several years ago.

Happy New Year.

Please consider leaving a comment as your input will help me (& everyone else) better understand and learn about local.
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2 thoughts on “Loci 2008- Greg Sterling’s Significant Developments in Local in 2008”

  1. @Michael: Thanks for organizing all this data for us in one central spot. We’ll be reviewing it during staff training next week. I look forward to getting to know you better in 09′. Happy New Year.

  2. Hey Marty

    Glad you are enjoying the series. You really to thank the many folks in Local that took the time to put together their lists. Its a great crew!

    Mike

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