Category Archives: Local Mobile

Does IYP market share matter?

Does the IYP/online business directory market share matter or has the battle already been decided? Has this category been relegated to just another niche search area where money can be made but market dominance is not possible?

A recent press release noted that, ranked fifth in the Business Directories online industry category. This was based on the Hitwise analysis of market share of U.S. visits received at the internet yp sites in Q1, 2008. Greg Sterling at Screenwerks noted the other sites in the category as ranked by Hitwise in their results:

Business and Finance – Business Directories

I have small quibbles with these IYP comparisons. has a tendency to be over counted due to its integrated mapping function and Yahoo tends to be undercounted due to the fact that it splits its local, yp and maps products into different urls. A resolution to this methodology issue is likely to move Yahoo local closer to first in this list but these are small details.

I see a much bigger problem in that it appears to me the battle for local business listings has already been won and not by the properties on the Hitwise list. These comparisons are simply measuring who has 1st, 2nd and perhaps third of the remaining, ever declining market share left to them by market leaders Google’s and Yahoo’s universal search results.

Here is my math….
Continue reading Does IYP market share matter?

Local Links of Interest

When Will ‘Mobile Search’ Overtake the Internet? – Greg Sterling,

While it might take some time for mobile to pass Internet search in the US or Western Europe, in context of the entire world it’s not hard to imagine mobile search volumes exceeding the desktop Internet, in the aggregate, within 5-7 years.

Google Goes Back to ‘Opt-in’ in Mobile – Greg Sterling,

When Google first launched mobile AdWords it was an opt-in program: advertisers specifically had to choose to be in mobile sponsored search results. Then, in a fairly well publicized move, Google decided to make mobile an opt-out for AdWords advertisers:

The company informed me last week that it has gone back to an opt-in policy for mobile at the present time.

I also discussed with Google the degree to which the desktop and mobile might ultimate become more similar than different, in the context of “full HTML” browsers (Safari, Opera, Skyfire, Mozilla, Android). We’ll see. As I’ve tried to argue in the past, while there are some advantages in that scenario for users there are considerable disadvantages for advertisers — chiefly because online ads get lost and become very difficult to see.

The iPhone is probably the model of how smartphone browsing will evolve: native applications + full HTML browsing. But that still doesn’t solve the problem for advertisers seeking to effectively reach mobile audiences.

Move Over Universal Search, Illustrated Search Is Smarter? – Bill Slawski,SEObyTheSea

The authors of these patent filings refer to this approach as a “smart aggregation of search results by concepts.” In addition to helping searchers quickly understand different concepts related to their queries,and view different relevant content types from different sources, is also that focused advertisement can be presented.

What Google’s ZIP Code Targeting Means for Local Businesses – David Mihm,

I take a look at some of the implications of this development, and expand on an earlier hypothesis about why Google introduced the 10-pack to Universal search in the first place. Yes, ZIP code targeting means more relevant results for searchers, but it’s an innovation that might not be entirely altruistic.

Local (Mobile) Links of Interest

Smartphones Now Ringing for Women – Laura M. Holson, NY Times

If recent history is any guide, roughly a third of the people snapping up Apple’s new iPhone are likely to tote it in a purse.

In a big shift for the phone industry, women have emerged as eager buyers of not just iPhones but of all so-called smartphones — BlackBerrys, Treos and other models.

In the last year the number of American women using smartphones more than doubled to 10.4 million, growing at a faster pace than among men, according to Nielsen Mobile, which tracks wireless trends.

Apple’s $199 iPhone: How Can It Be So Cheap? – Yardena Arar, PC World

“There are probably subsidization issues going on here,” he said. In fact, AT&T in a news release issued today hinted that it would be taking a hit on revenues from device sales in hopes of increased profits down the line from data services to what’s anticipated to be a huge customer base.

“In the near term, AT&T anticipates that the new agreement will likely result in some pressure on margins and earnings, reflecting the costs of subsidized device pricing, which, in turn, is expected to drive increased subscriber volumes,” the news release states. It also points out that AT&T will no longer share revenue on iPhone services with Apple, and that the cost of an unlimited data plan for consumers will rise from the current $20 a month to $30 a month (on top of a voice plan available for $40 or more).”

This appears to be a razors and razor blades strategy with Apple picking up the extra commission. In rural areas with no 3g coverage this seems like a bad deal.

TomTom says navigation app already runs on iPhone – Reuters

Dutch navigation device maker TomTom already has a version of its navigation software running on Apple’s iPhone and has plans to sell it to consumers, a spokesman said on Monday.

“Our navigation system runs on the iPhone already,” the TomTom spokesman said after Apple announced a new version of the iPhone that will include global positioning (GPS) capability.

The spokesman did not say when TomTom, Europe’s biggest maker of car navigation devices, would be ready to start selling the software.

Active navigation will be an important application for accelerating iPhone adoption and will facilitate active search.

Google Mobile Advertising: Start Now! – David Szetela, Search Engine Watch

The first concept to grasp: mobile search ads can evoke three different actions:

– (The usual) click-through to the advertiser site
– A click that sends the “clicker” to a Google-supplied Business Page
– A click that immediately and automatically places a voice call to the advertiser’s phone number

The latter two options require zero web site development, and can be perfect options for certain advertiser types:

– Retail businesses that finish many/most of their transactions by phone, such as take-out restaurants, florists, or taxi companies.
– B2B businesses that crave phone leads. Sure, they need to have the processes and infrastructure to qualify and (hopefully) close clients within a call or tow — but many businesses do.
– B2C companies whose aspects straddle the previous two, like professional services: legal, financial, investment, etc.

Cell Services Keep It Easy, and Free – David Pogue, NY Times

A good overview of GOOG-411, Cha-Cha and Jott

Local Links of Interest

I have noted Apple’s steady movement into mobile computing via the MacBook Air, the iPod Touch and the iPhone in the past. Is there room for a kindle sized device between the phone and the ultra portable? Here are two views:

Between a Laptop and the iPhone – Greg Sterling, Local Mobile Search

Do You Have That Portable in a Midsize? - John Markoff, NY Times

And on a totally unrelated vein:

Fuel Optimization, Geospatial and On-Board Navigation – Mike Dobson, Telemapics

Mike is always a few years out in his vision and very broad in his analysis. Here he talks about navigation software/systems to help solve fuel economy problems.

Local Links of Interest

 Small Business Marketing Success Story: Avante Gardens – Matt McGee, SearchEngineland

This interview with Cathy Rulloda is a great overview of good practices. Cathy is always at the forefront of using the internet for local marketing in the very tough florist arena and she more than holds her own.

Free-411 Rolls Out Dial Directions Nationally & Jingle Goes Nationwide with Dial Directions – Greg Sterling, Screenwerks/Local Mobile

Against that backdrop Jingle needs to continue to develop, market and differentiate its service if it hopes to stay ahead of this increasing competition. One way it has sought to do that is by offering Dial Directions service, which as of today is now available nationally: any location to any other location (by address or intersection).

I see Free 411 services as a critical bridge service between the phones of today and the mobile internet of tomorrow and the services use much the same data set that we have been working with. Greg offers this interesting chart of Free 411 intents:

Free 411 Intent

How do we determine the names of things -  Mikel Maron,

A mid April post that takes a fascinating look at the politics and policies involved in naming places. What we often assume is an absolute in a Map is really  a fluid, conflicted political & social battle. How does Google handle the conflicts that arise? How does OpenStreetMap do so? An eye opening and educational piece.


Local Links of Interest

A Technology Consortium Plans a Wireless Network – Matt Richtel, NY Times

The consortium includes a disparate group of partners: Sprint Nextel, Google, Intel, Comcast, Time Warner and Clearwire….

They expect the network, which will provide the next generation of high-speed Internet access for cellphone users, to be built in as little as two years, but there is no timetable on when it will be available to users and the price is not determined. The partners are seeking to beat Verizon Wireless and AT&T Wireless to the market.

Sprint Scores Coup with WiMax Joint Venture – Greg Sterling, Local Mobile Search

Sprint and Google have also entered into an agreement related to Sprint’s mobile services, whereby Google will become the default provider of web and local search services, both of which will be enabled with location information, for Sprint. Sprint will also preload several Google services – including Google Maps for mobile, Gmail and YouTube – on select mobile phones and provide easier access to other Google services.

Apple and AT&T to launch iPhone 3G a lot sooner than we think – Boy Genius Report

AT&T reps just got an internal email stating that they would be unable to take vacation time from June 15th to July 12th”due to projected increased traffic and an exciting new promotion/product launch.” 

The Ten Commandments of Online Marketing for Small & Local Busines – David Mihm, Mihmorandum

Step-by-step instructions for the small business just trying to get a handle on this whole internet marketing thing. (I missed this one while on vacation but it is worth looking at if you haven’t read it)

Apple’s Price Reduction & its stealth mobile computing initiatives

Fortune (via LocalMobileSearch) reports that Apple will be reducing the price of the iPhone by $200. As Greg points out at Local Mobile: Price Matters!

The new price will drive adoption of this fully functional mobile computing device masquerading as a smart phone at a faster rate. Apple’s mobile computing strategy became very clear this past month while visiting a childhood friend who had up to the moment of our visit had steadfastly maintained his Luddite approach to computing.

His wife had purchased him an iPod Touch for an upcoming 20 hour vacation flight to Bali. Upon our arrival he proudly showed me his new toy (remember this is a guy that like me, buys a new car every 15 years whether he needs to or not) and told me how he was going to listen to Dylan and the E Street Band on his long trip.

I started tapping away and noted that it would be a simple thing to hook it the internet via his wife’s laptop which he agreed to. From that point on, each morning and evening he had me implement and train on an ever increasing number of internet capabilities….he started downloading podcasts by Amy Goodman, buying a few videos for the trip on iTunes, discovering the joys of Google Maps (you mean I can look up restaurants? show me!) and incredulous that he could now read his email anywhere.

Last I heard from him was an email from the Tokyo airport about a sock that my son had left buried in the den couch.

Apple, in focusing on the killer app (either music or phone calling + music) has developed a very seductive and appealing way to bring not just the technorati but the ludderati as well into the age of mobile computing. These new users may just leapfrog the desktop that they were so resistant to and in doing so make computing (and local search) a much more integrated part of our every day life.

Local Links of Interest

UniversalBusinessListing.Org Partners with NexxLinx to Jump-Start Local Search 

UBL is the industry initiative to help businesses create and expand their online presence. Instead of spending countless frustrating hours of trial and error, businesses create a central listing with UBL, and for a small fee their information is securely distributed to all major US online Yellow Pages, search engines, industry directories and 411 directory assistance. 

Adding A Business to MSN/Live Local Search – Matt McGee, SmallBusinessSEM

MSN’s Local Search property, Live Search Maps, used to rely on Localeze for all its business listings. If you wanted to add or edit a listing in MSN Local, that’s where you went to take care of it.

That’s since been replaced by MSN’s own Local Business Listings Center, which operates quite similarly to Google’s version of the same tool.

Western Union to Offer Mobile-to-Mobile Transfers – Laura Sydell, NPR

Western Union is teaming up with two other companies to offer customers money transfers over their cell phones. It’s aimed at immigrants, who often don’t go to banks or use the Internet to conduct business.

Rumor: eBay to Sell Skype to Google? – Sebastien,

What it means: I think this potential acquisition/partnership makes complete sense. IMHO, call tracking and pay-per-call represents a large portion of future local search revenues and Google clearly sees that local search is where they will get tremendous growth in the next 5-10 years. By buying the Skype infrastructure (and user base) and combining it with the GrandCentral technology and expertise, they instantly get core assets to execute that strategy globally.

Call Tracking Data Reveals YP Print ROI – Greg Sterling, Screenwerks

The Yellow Pages Association has put out data from a call tracking study this morning that shows a high return on investment for display advertisers:

  • Yellow Pages sales revenue is more than 27:1 for national display advertisers and nearly 13:1 for local display advertisers.
  • 60 percent of advertisers experienced an increase in call volumes in the second year of the study.
  • Of the advertisers that experienced a growth in call volume the second year, the average increase of leads was 49 percent.
  • The median Yellow Pages local display advertisement delivers 444 calls per year at a cost per call of $29.The median national display advertisement delivers 979 calls per year at a cost per call of $15.

Does Local need to be held to a higher standard? Bill Slawski Responds

Bill Slawski of SeobytheSea brings a deep understanding of the underlying techniques that Google & Yahoo have developed to assemble their local data.
Here is his answer to whether Local needs to be held to a higher standard:

Bill: I’m not sure that local can succeed without the actual involvement of people on a local level who have incentive, inspiration, and impartiality to verify, to explore, and to arbitrate.

I think that differences in local language usage and in knowledge of local areas can play a role in whether local succeeds or fails.

Right now, local search involves at least three different paradigms, and methods of collection of data:

1. Providing map information – with an emphasis on purchased data from data suppliers, and from information (mentions) from directories and web sites. The most authoritative site for one of these listings may not even be the web site of the business owner located at an address.
2. Providing a business directory – with an emphasis on listings from actual business owners that is verified by those owners.
3. Providing contact information for a business in Web searches – with an emphasis on identifying the best contact information from a web site. This contact information may only be shown in queries which are identified as navigational ones, where the business listed is, to use the words of the recent Google Relevance testers document, a “vital” listing in response to the query.

The potential for this information to clash is based upon the differences in data collection methods and purposes. For example, the most important information to a telecom is a phone number, and listing an actual physical address is much less of a priority. Nearness to cross streets is fine with them.

Some types of organizations have very little motivation or desire to verify their businesses. Some may not even know that if they don’t have a web site, they can still verify the location of their organization in Google Maps.

There is no set standard way to display location information on a website, and attempts to scrape a site for the “right” contact information may be hindered by multiple addresses (old, new, multiple locations, etc.), poor formatting (images, incomplete data, uncrawlable information, etc.

Does Local need to be held to a higher standard? Miriam Ellis Responds

Miriam Ellis and her husband are a web development team in California with extensive practical experience in Local Search. She is always a voice for reason and ethical behavior and writes frequently about local search in her blog.

Miriam understands the frustration of running a small business and often speaks of the needs of small business people. Here is her answer to my question, does local need to be held to a higher standard:

Miriam: I agree with your premise of greater need for accountability. We have already witnessed too many bothersome/worrisome situations in local and have felt the dead air silence in attempting to get help or answers to these issues. Your extreme 5 step workaround for fixing an address is a good example of a system that is failing to be truly accessible/usable.

Your prediction that we’ll be using our phones for monetary transactions is especially thought-provoking. I know some people who still refuse to make ecommerce or banking transactions online because they simply don’t trust the Internet.

I can understand their reasoning, because when ripoffs happen on the Internet, laws governing such activity are vague, poorly understood and poorly enforced. “Tough luck,” seems to be the attitude when bad things happen on-line and, as in many things in life, we tend to carry on with a “it couldn’t happen to me” attitude. The more of our lives are lived online, the greater chance there is for a lack of laws and lack of personal accountability to cause problems.

My hope with local has been that the end result of searches would be dealings with neighbors. It may be a bit of a caveman mentality, but because we know where neighbors live (do business) they may be less inclined to rip us off, right? Their business rep depends on good service. But when it’s the interface that has the problem (Maps, Local, etc.) the good service is hinging on a third party, making Local less local.

I’ve felt especially bad for the Maps/Local users who are coming to the game with a YP mindset. My father worked for a traditional YP company for some years, and I know first hand the efforts he went to to take care of each and every one on of his clients to make sure that their information was accurate and that he was consistently available to them for any help they might need.

Neither Google nor Yahoo has stepped up to the plate with that kind of service. Yahoo is doing a better job, in my opinion, simply because they are providing a phone number you can call. Google’s local program feels like it’s taking place on a misty mountaintop somewhere in space. Feels like no one is minding the store.

Basically, my answer is yes. They aren’t doing what they need to to win legitimate trust, but then, so many people give their trust without a lot of discernment, so my guess is that there aren’t too many of us who are concerned about this, at this point.

I love Local. I use it almost daily. I would like to see the major players make the efforts to man the ship in a more personal, transparent and accessible way. I believe that in order to become truly Local, Google and Yahoo need to move beyond the remote, world-wide-web mentality and step out from behind the curtain to start dealing with business owners and users in a new way that is appropriate to this new medium.
Tomorrow Bill Slawski will present his ideas on the question.