Category Archives: Local Search

General information about Local Search techniques, technology and trends

Some Thoughts on the YP industry & Google in Europe

I am just returning from the SIINDA conference in Budapest. SIINDA is the newly formed association born out of the combined efforts of the EASDP, the European Association of Search and Database Publishers (YPs), and EIDQ, the Association for the Directory Information. Most of the attendees at the conference were Yellow page companies that were in various states of conversion from print to digital. Many were fairly far along and appeared to be succeding with the transition. It was an incredible personal AND work learning experience.

One of the speakers was Karen McGrane, who if you haven’t followed you should. She has really thought through the idea of systems to allow content to be re-purposed and right purposed. A critical question for any pre-digital organization that is sitting on a ton of great content as well as new media companies.

Budapest and Hungary are amazing places. Budapest has incredible architecture and cultural assets. Their public transportation made moving around the city a breeze. As far as local tools there, Yelp was a non starter in terms of usefulness and Google’s leading position in all aspects of local were obvious – tourist information, mapping, navigation, listings and reviews. Apple Maps, due to their weak set of POIs, was a non starter as well. I tried it on my first day to take my wife to a nearby restaurant/poi for her birthday dinner and realized that it just wasn’t going to cut it.

Interestingly Apple had three people in attendance (but not speaking) at the conference including one from Cupertino that joined Apple from Locationary. When I asked several of the Apple employees if their attendance was an indication of coming activity on the local front I was obviously answered with non answers. Equally interesting though was when I broached the topic with several of the participants (mostly data providers) and they also felt compelled to note that they were unable to respond. Hopefully Apple is picking up some decent local POI data sets that will make their product more useful in Europe.
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Good News, Bad News in the Apple Mapping & Business Listing World

A client, having re-located to a new sub division, contracted with me early last spring to get their new street “on the map” and to clean their NAP. Google, with the help of Dan Austin (a partner on the project) picked up the new streets in about 2 weeks and went live to Maps immediately after. The change of address was equally speedy. OpenStreetMap was about the same.

TeleAtlas, which Apple uses, and Navteq-Here both took almost 6 months to give acknowledgement of the fact that the street reality had changed, another 3 months to get their base maps updated and then with each of their down stream users it was a crap shoot. MapQuest picked up the new streets in January, 2014. Yahoo Maps in February and Apple finally picked up the change this past week. We are talking over a year and nearly a year for Yahoo and Mapquest. Bing, well… we are still waiting for Bing Maps. That’s the Apple (and industry) bad news. Bad but not as bad as Bing and about the same as everyone else. And solely due to their partner TeleAtlas.  Although it does not appear that Nav-Teq-Here is any better.

But here is the Apple good news. Once the base street map was correct, we reported the changed address and had a response and a fix in two days. And not just a response but a direct feedback sent to my iPhone. Nice. It actually felt like the Apple service to which we have grown accustomed and that would distinguish them in the market (Google are you listening?). This is not the first report of Apple upping their listing game.

Now if they can get TeleAtlas to fix stuff as quickly we would be going someplace. Or rather we could get there using Apple Maps.

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Can Facebook Crack the SMB Nut? Can Google?

Greg did an interesting article on Facebook’s move into the SMB market. Whether their decision to forgo resellers is the correct one, time will tell. But has Greg points out, the real question is whether they can deliver compelling value to SMBs, in an easy to use package that drives widespread adoption.

Many have dreamed of this as the holy grail, few have succeeded. Google has been at it longer than anyone and still have not yet put the all of the pieces in place. Facebook has much less SMB baggage than Google but Google has a great deal more experience.

Rather than reproduce some of my thoughts from G+ I am embedding them here.

The Annual Print Yellow Page Page Count And Other Dead Horses

It’s time for the annual print Yellow Page count. And I promised last year to stop beating that dead horse… so this year I will beat several. IMG_2214 Let’s get the bad news out of the way first. Page counts in my local print version have declined once again by over 10%. The good news for the Superpage print directory? The rate of decline seems to have slowed. Untitled1 The other good news is that their niche has become clear. They are still doing reasonably well and are still used (believe it or not) in rural areas, the mid-west and by older shoppers (ok very old shoppers). In my research they appear to have a mindshare that exceeds Yelp country wide.

The other good news? Well this isn’t really good news just news that means that the Yellow pages are not alone in the boat. Every other local advertising medium has seen similar declines and similar demographic shifts.

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Consumer Mindshare and Yelp: An Empire in Local Search Or a Wannabe?

Last week Greg Sterling noted: … Yelp and Google. They’re like Spain and Portugal in the 15th Century — rivals trying to carve up the local globe.

The analogy seemed wrong to me as Spain and Portugal were to a large extent equal in their strength. I noted in the comments that “I see the analogy as more like the US vs the Taliban or perhaps Grenada rather than one of equals like Spain vs. Portugal“.

Is Yelp, as Greg portrays, a powerhouse in local search? Or is their position more one of a far distant second to Google as a general local search site with little hope of competing? Or is the answer more complex than that.

When we view Yelp stricly from a consumer frame of reference (and ignore the lack of profitable business model and their thuggish SMB tactics) is Yelp a strong contender in the general local search category?

On the surface, my recent consumer survey would indicate that Yelp is running a far distant second (or third or fourth) to Google with little chance of competing:

Overall

Yet the answer is more nuanced and complex than that. When you parse the data by age, region and urbanicity the picture changes. Much more favorably for Yelp but even with those changes does the data rise to level of proof of Yelp as a general local search engine?

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Which Sites Do Consumers Use to Find a Local Business? Why YP.com is Facing Headwinds

Updated 2/18 with regional and urban data.

On January 20th, I  completed a consumer survey (n=~2500) asking: Which of the following on-line sites have you used regularly to find local businesses? The obvious winner was Google with the YellowPages.com making a surprisingly strong showing.

In a recent article by Greg Sterling, YP.com noted that they were going to compete directly with Google and Yelp as a general purpose directory.

On the surface the results show that YP.com is a contender in people’s minds as a resource for local discovery, with marginally more mindshare than Yelp and roughly the equivalent of Bing & Yahoo combined. In this survey it would even appear that almost 1/4 of the US internet adult population, in choosing none of the listed sites, would possibly be possible targets for YP.com as well.

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However when you dig into the details of the survey YP.com’s problems are much deeper than they appear on the surface. The headwinds that they face may make the goal of competing with Yelp and Google unrealistic.

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Yelp’s 2013 Results and the Headlines that Weren’t

Yelp announced their 2013 “earnings” last week. I am continually shocked by the rosy headlines and the lack of due diligence often present in the reporting.

Some of the more egregious examples of uncritical coverage:

Some were more neutral but still carried an uncritical tone or hints of positive results.

Few if any of the headlines that I found were critical with but one exception.

Here is a chart showing Yelps Revenue Growth compared to Expenses over the past 5 years. I am having trouble seeing a reason for optimism. This has been the same story for many years. See for yourself.

yelp-rev-v-ex-v1

I would suggest that the headlines should have been:

  • Yelp Reports 5th Consecutive Annual Loss
  • Yelp reports 20th Sequential Unprofitable Quarter
  • Yelp, No Profits in Sight as Expenses Rise as Quickly as Income

I think they all must have failed to read Yelp’s forward looking statement buried at the bottom (embarrassingly formatted exactly as on the report).
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Local U & Friends Invite You to the New Local U Forums

Last week was a busy and exciting week for Local U. It has been our long term dream to provide high quality local marketing training and advise on-line. On Thursday we rolled out the Local University Forums.

The Forums will be place where marketers, digital agencies and businesses large and small can get expert answers, detailed local data not available any where else and an opportunity to collaborate with some incredible folks.

Not just the regular speakers at Local U like David Mihm, Mike Ramsey, Aaron Weiche, Mary Bowling and Ed Reese but also folks like Phil Rozek, Nyagoslav Zhekov, Darren Shaw, Andrew Shotland, Carrie Hill, Dan Austin and lots lots more. For me it is exciting because not only will I be able to help others but I stand to learn there every day.

The forums are intended to be a low noise high information environment where questions about site design, local mobile issues, algo changes and local and international local seo can be asked and answered.

At the introductory price of $99/month for the first 50 members, now is the time to join and take advantage of everything the forums have to offer at the lowest possible rate. After the first few days we are well on our way to that goal. The first month is only $49 so you can try it.

For more details you read our announcement here and sign up here.

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