This is the first of many posts in the Loci 2008 review that details who is reading what in Local Search. Up first is Matt McGee and over the next week you will hear from David Mihm, Ahmed Farooq, Matt Cutts, Martijn Beijk, Will Scott, Greg Sterling,
Danny Sullivan and more.
Matt McGee has a long pedigree in Local Search. His well known blog was an early beacon promoting the benefits of local search, he has worked extensively in Local, consulted broadly in local, writes for SearchEngineland on Local Search, is a leading authority on hyperlocal blogging and is a general all round decent fellow. He was one of the first people I met when I came to this neighborhood. Here are the articles that have influcenced him this year:
Oh, this is an easy one to help out with since I’m in the middle of organizing SEMMYs stuff.
Local Search Ranking Factors – David Mihm, Mihmorandum
To me, this is far and away the best piece of local search content anyone put together in 2008. It offers plenty of How To help, but it also shows some of the unusual vagaries involved in local SEO and how things differ when you throw an address into the mix. It was an honor to be one of the contributors.
Ranking Factors in Google Maps – Mike Blumenthal, Understanding Google Maps
Another great peek into ranking factors. I already felt bad enough missing SMX Local, then you had to go and post your slides from what was obviously a terrific session.
Local SEO’s Share Geo Location Tips From Around The World – Lucy Langdon, Distilled
I like this particularly because I haven’t had the challenge/pleasure of doing local SEO on an international basis. It was an interesting read.
How to Optimize Local Business Profiles for Free Local Directories – Steven Brier, SearchEngineJournal
Steven Brier did a great job going through the process of making sure your local business profiles are as optimized as they can be.
Microsoft’s listing in Google Maps Hijacked (oops by me) – Mike Blumenthal, Understanding Google Maps
I don’t think any year-in-review list would be complete without getting into the clusterf–k that Google Maps (and Yahoo Local to a lesser degree) has become with respect to spam and hijacked listings. So many posts to choose from on this matter, but this one shows how irresponsible it is for Google to take a “wiki-like” approach to business listings and let anyone edit listings that are unclaimed.
1. Particular postions, points or places
2. Centers of activity, attention, or concentration
Loci 2008 is a year end review of articles in Local Search that will be appearing over the next week(s). For me, collaboration, cooperation, review and research create the path to increase our understanding of the world. That is even more true in the nascent industry of Local. In that vein, I wanted to share the articles that others in the industry have found significant from 2008.
I have gathered these articles from a range of people, people whom I respect and who are knowledgeable about local search. Each in their own way is a center of activity around local and each has their own particular perspective on which places in Local over the past year are the most important. Their voices, some more prominent in the industry than others, are voices that should be listened to as they are intimate with the many different facets of local.
Here was the charge that I gave them:
Would you be willing to share the 3,5 or 10 articles that influenced your thinking or actions the most over the past year? The articles could be yours, or from others and could cover any topic that you think relates to Local ie local mobile, phones, mapping, Local VC, Local companies, Google, trends, marketing, best practices etc….but articles that you found of importance in one way or another throughout the year.
Join me, over the next few days as we look at what others in Local have read and think important from the last year.
Barry Schawrtz reported out in SearcheEngineLand about a recent Court decision that held that Google Is Not Liable For Bad Products Sold Through AdWords. Here is a more detailed summary of the case from MediaPost:
A federal judge has dismissed a lawsuit against Google for allegedly displaying fraudulent ringtone ads.
District Court Judge Jeremy Fogel in San Jose ruled that the federal Communications Decency Act immunizes Google from liability for pay-per-click ads created through the AdWords platform.
“Providing third parties with neutral tools to create Web content is considered to be squarely within the protections of (the law),” Fogel wrote. “Even if a service provider knows that third parties are using such tools to create illegal content, the service’s provider’s failure to intervene is immunized.”
Let me repeat that: “Even if a service provider knows that third parties are using such tools to create illegal content, the service’s provider’s failure to intervene is immunized.” Hello? Since when are accessories to a crime, not culpable?
This outcome pertains directly to the reality that Google has created in Local. The specifics are slightly different in Local but the implication is clear. Think about what it means if this logic were to apply to Local business listings: Google, even if they knew of illegal hijackings of business listings that caused losses to business owners and even if they had not taken action to stop the hijackings, would be immune from any legal responsibility in the matter.
In the current banking debacle, we have re-learned what happens when the fox is allowed to guard the henhouse. The Communications Decency Act seems to create a similar unregulated and wild west situation in Local. If the outcome of this act is to immunize the likes of Google from profiting from illegal activities then we have come to a sorry state, indeed.
In October I wrote an article at SearchEngineland about the continued hijackings due the community edit feature. I blithely advised in the article that business owners should Claim Your Google Local Business Listing Before Someone Else Does! and noted that only by laying claim to your record could you prevent hijacking abuse and potential thefts of your income. But the reality is much worse than that. Hijackings are still occurring, even on claimed listings. Thus we are all vulnerable to theft of services even if we have followed best practices as recommended by Google.
Historically, in our society, there has always been recourse in this type of situation. It appears that in the new age of the Internet, the Community Decency Act and Local Business listings, this may not be the case. Caveat Emptor!
Most Read New Articles in 2008
Here are the 10 articles (who picked 10 as the appropriate number, anyways?) written in 2008 that received the most readership during the past year. Readership and traffic have moved up significantly compared to last year, growing along with the broader interest in Local. My Top 10 most read stories of 2008 were viewed a total of 19206 times compared to 11337 Top 10 viewings in the 2007. Pageviews and visits increased ~107% year over year. As you can see from the numbers on these, the most popular articles, my readership is still a niche.
But Local is a a growing & exciting niche and one where much of the future of the internet lays. On this blog I write to the professionals and aficionados within that niche. That allows me to interact with the many people in the Local space that are forging much of what Local will be. It has been an incredibly fun year meeting and engaging those Localites in person, on the phone and on my blog. To these many folks that have shared their ideas with me and the readers of this blog, sent me visitors and contributed to the local space I say: Thanks for a great year & thanks for helping me understand and learn as much as I have!
Most Read New Articles in 2008 from Previous Years
Articles in the blogosphere often have a very short shelf life. Sometimes, you spend countless hours in research and writing an article and it seems to barely cause a blip in the scheme of things at the time it is published. The 10 Likely Elements of Google’s Local Search Algorithm was one such article. But it manages to find readers 18 months after it was written and it still has relevance. Here are the 5 stories from a time long, long ago that were the most read this year
TomTom, owner of TeleAtlas, has rolled out a new web based (beta) mapping product and announced their 5 millionth user generated edit of the their map data. What does this mean long haul for Google?
Google’s growth over they years has been typically predicated on leveraging internal technology acquired through development (i.e. search) or purchase (i.e. YouTube). Google Maps is an exception in this story of growth as they don’t own the principal underlying mapping technology/data set needed to make it work in Europe and the U.S.
The Local Search Marketing industry is in its infancy. The following interview covers the good, the bad and the reality of SMB Marketing and how far there is still yet to go for SMB’s to take advantage of its power.
Chuck Bruce of Bruce’s Sew Handy, caught my attention when he gave a testimonial for Merchant Circle in the November email newsletter that MC sent out. I was curious if he was for real or just another Merchant Circle marketing fabrication so I gave him a call. In the third week of November, we had an extensive conversation about his market, marketing strategies, his relationship with online local listing services and the tough economic times that he is suddenly confronting. To use one of Chuck’s phrases, he is a stand up guy.
Noa Gertin of Palore has recently completed some interesting research on SMB PPC ad spends. They looked at over 3000 SMBs who advertise online, on different websites, out of which they focused on 300 businesses who also advertised on search engines in the past 5 months. They filtered out nationwide chains and all SMBs with more than one office location and only looked at PPC advertising, not longer term advertising commitments. That not withstanding, the drop is significant.
Their methodology does not allow one to extrapolate all SMB spending in all internet mediums but gives an idea of the rapid contraction in a certain sector of the advertising economy amongst a clientele (the one store operation) that can make these quick decisions. I would love to see a plot comparing these 300 with the other 2700 businesses that were surveyed to see the difference.
Internet usage in general, goes up during disasters. A large number of internet searches quickly follow catastrophes and major world events. Google, for example, reported that searches for news-related sites increased 60 times over normal levels on September 11. The London bombings in July 2005 showed a similar search peak according to the Google Zeitgeist for 2005.
In Google Trends there appears to be similar peaks in maps searches during these crises as well. It is probably safe to infer that there was dramatically increased map usage as well when the catastrophe was location based.
Search: London Map, Paris Map
Search: Madrid Map
The peaks are very short lived, lasting one or the most two days:
Heather Hopkins of Hitwise was kind enough to generate another look at market share of Mapquest & Google for Nov. ’07 thru Oct. ’08. Mapquest’s September jump has not continued. They appear to have plateaued and Google Maps appears to once again be on the rise.
Mapquest has risen on my local radar of late. Their September market share numbers showed a healthy rise against Google Maps with the introduction of their new site. They seem to sincerely care about customer service and the client experience in local. They are rolling out new features to their Mapping product on a regular basis lately.
Mapquest has long held the lead in the maps market place due their early start and their end user loyalty. They have however been experiencing market share declines for a number of quarters as Google Maps has shown a steady ability to take market share in the mapping & local arena and usually Google’s gains came at Mapquest’s expense.
Do you think that Mapquest’s product is competitive with Google Maps? Does their UI work as well as Google’s? Can they provide meaningful competition to the Google juggernaut in Local? Can user engagement hold Google at bay? Does customer service matter in the battle for market share?
I will be interviewing Mark Law, VP of Product Development, Mapquest next week and I am wondering what questions you might like to ask him about Mapquest in their quest for a Local presence.
Andrew Turner of the HighEarthOrbit.com blog, reported on his work developing VoteReport:
an open public reporting system to be used during the 2008 US Election to track the situation as citizens cast their ballots. The simple goal is to make it easy for anyone to send in a report describing the wait time, overall rating and any complications that are impairing their ability to participate in the election. For more information check out http://twittervotereport.com.
The system gathers and maps information from voter reports via a backend that aggregates together Twitter, SMS, voice, iPhone and Android native applications, and even YouTube and presents it in a visually appealing map layout. They also provide a range of feeds in OpenSearch XML, KML, GeoRSS & GeoJSON for others that might use the data on their own maps.
It combines not just deep local data but near real time local data with a map in way that contribute to our understanding of real events on the ground and help us make different decisions in our life. Its a cool use of technology and gives a glimpse of the power maps when combined with social tools and mobile technologies.
I have included an iframe of the map below. If it doesn’t load correctly or loads too slowly, visit their site, http://votereport.us/reports/map to see this product work.