January 21, 2008
The other day when I wrote about the RSS feed results showing up in Google Maps and some of those results showing up in the Maps results I learned a lot:
â€¢Lior from Google Latt-Longblog pointed out that the results from user generated Maps have been showing up in the main Maps results since October.
â€¢ Gregor Rothfuss and Barry Hunter pointed out that I could, in MY MAPS save any geoRSS feed or KML into my maps. Lior & Jen-Noel pointed out that it could also come from a Maplet.
â€¢Barry also pointed out that its even possible to load non Geo enabled feeds into GMaps, with a Geocoding converter, and he provided an interface to one here:
That all being said, I still didn’t understand how the feeds were making their way into Maps. I was under the assumption the MY MAPS were “user generated” and to some extent they are. Here is it what the LatLong Blog said:
It’s no secret that our users are the true experts on local information. Sometimes a tip from a friend or a friendly local can make all the difference.
Over the last year, we’ve been working hard to organize this local wisdom; we’ve sifted through millions of My Maps, KML files and other information created by all of you in the geoweb.
Google is in fact indexing geoRSS feeds and KML files from across the web and mapping these into Google Maps next to My Maps created in Google Maps. Occasionally Google is throwing one of these results into the top level Map results that they have indexed from across the web. I may be a little slow on the uptake as it took a while for this fact to sink in: Google is actively searching out and mapping this data. The reason that you are seeing mostly results from MerchantCircle and Topix is that those sites are the first to be geocoding their rss files.
This raises its own interesting questions:
â€¢How is Google using this geodata? Is it being used to reinforce their top level Map results in the Maps ranking algo?
â€¢What ranking factors does Google use to include community mapping info in these top level results? How does one influence and optimize for that? How high can one of these “blue pin” community maps entries go?
â€¢Should a local website have a KML file indicating its location so that Google Maps creates a “community map” of that business? Does a site need a sitemap entry for this KML file?
â€¢Will this KML file become the de facto file to indicate the bricks and mortar location of the local website? And should we start including them on the sites now?
Clearly, Google is building out a Maps structure that will include any and all geotargeted data that it can find. It will come from users with Google’s tools, or from sites generating their own KLM or geoRSS files and Google sucking that info up and mapping it.
As Google improves their ability to parse, evaluate and rank this information it is working its way into the higher level results. How this will play out in the future is unclear. Certainly it bodes for richer and more complete map information available on a broad range of devices like the iPhone, the iPod Touch, the Android phones and any device that can run Google Mobile Maps..
It also appears that any marketer of local sites will at some point need to familiarize themselves with this technology and integrate it into the overall marketing of local sites.
After Greg Sterling surveyed SEL readers on their mobile internet usage patterns, I thought it would be interesting to survey a totally distinct user group. Greg agreed and we surveyed the 1123 registered readers of OleanInfo.com, of those 124 took the survey. OleanInfo.com is a local portal site catering to folks interested in Olean NY. Roughly 80% of OleanInfo’s readership lives within 40 miles of Olean, NY, a small town in western NY State.
The readership was chosen for contrast with the SEL readers. Presumably they are rural or of rural origins and less technically oriented. They proved to be, as a group, classic “late adopters”. 85.8% of the OleanInfo respondents were over 40 and 58% over 50 and as a group had very low mobile internet use. This stood in contrast to the SEL readership that was 84% under 40 of which almost half access the mobile internet once per week or more.
â€¢ 90% of respondents report using their cells to text message (thus they do sooner or later adopt)
â€¢ 0% penetration of the iPhone
â€¢ Very low (12%) penetration of traditional smartphones
â€¢ 87% had no mobile internet usage AT ALL
â€¢ 26% reported using Free DA and of those 32% used Goog-411 and 44% uses Free-411. (Remember that the Goog-411 billboard campaign took place in Olean)
A more complete write up of the data is available at SearchEngineLand: Comparing Mobile Search Surveys: Early Adopters Vs. Mainstream Users
January 18, 2008
I am sure that most you saw the screen shot of Local OneBox test that Paul Jahn posted at searchengineguide.com (and was discussed by Greg Sterling) which shows the OneBox with 10 listings instead of the current 3:
There are several points of interest in the test.
â€¢The space allocated at the top of the page is only about 1/3 more than currently allocated with the 3 listings.
â€¢This is done by having less information and fewer links for each listing. They may also be using a smaller type face.
â€¢The new result also adds 14 additional links into Maps. I had wondered recently, how much more traffic Google could send to Maps by adjusting links, obviously a lot more if they want to.
â€¢It is also of interest that the reviews are emphasized as opposed to directions in the current OneBox.
It has never made too much sense to me to only highlight 3 local listings in the OneBox. Why 3 instead of 5, 7 or 11? The question for Google is: do the top 10 local listings provide more relevancy than 3 local + the organic results. My inclination is to say yes as my perception is that Googleâ€™s local results have improved over the past year.
The question for the business owner is why 3? Why should some businesses be rewarded and not others? Why not mine? Will the number vary by geography or industry?
I am glad to see Google testing this as there is no good reason for just 3. Determining the â€œrightâ€ number is another question altogether. At some point their value to the business owner though is diluted by the quantity and the viewer may be distracted as well.
January 17, 2008
Updated 9:00 am 1/18
One of the on-going problems confronting any local search environment is the difficulty of keeping local data fresh. The many gyrations and the long path of local data before it actually shows up in Google Maps almost guarantees a persistent accuracy problem.
Imagine though local sites that are closer to the end user and with “fresher” data feeding that data in real time into a Google My Maps environment. The implications are significant as RSS feeds from local sites provide a way to provide a potential layer in Maps that is “guaranteed fresh”. (Credit goes to Greg Sterling for providing insight & clarity on this point.)
Well it appears that Google Maps is allowing a limited number of “trusted” partners to provide exactly such feeds directly into My Maps. Merchant Circle with reviews and coupons and Topix with news are providing RSS feeds of their data to Google Maps via My Maps.
Here is a screen shot of a Merchant Circle Coupon feed from Indianapolis that shows up in Google My Maps:
At the bottom of the feed this disclaimer appears:
Displaying content from feed.merchantcircle.com
The content overlaid onto this map is provided by a third party, and Google is not responsible for it.
To view this feed in Maps just click here: Local Activity for Indianapolis, IN. There appear to be similar feeds for every city that MerchantCircle covers. Just to clarify, these results from the feeds are showing up, mixed in with standard Community Map results. It is conceivable to me that at some point they will be further blended with standard Map results in the future. For example if you searched on Dr Joeâ€™s Chiropractic Center Idaho Falls Id you will find one of the pins from the feed mixed into the results.
Topix.com also seems to be providing feeds of news stories (see screen capture below) which offers up the interesting possibility of viewing news stories through a geo specific lens.
January 15, 2008
With MacWorld today, Apple rolled out another leg of their mobile strategy with the new Macbook Air. You can read my summary of Job’s keynote at SEL. Mobile computing is taking on a number of new forms – phone, music player. Apple with their newly introduced computer are trying to sneak mobile in as a tiny fully functional computer. As the woman whose hands show in the photo says: “Its no thicker than my wedding ring, I should have asked my new husband for one of these instead.”
Google also had a big booth at MacWorld and was very busy promoting Google Earth and Maps for Mobile (as well as their Mac Apps and YouTube). Half of their booth was dedicated to geographic search tools and Google staffed the booths with knowledegable and high level staff. But alas they are hopefully going to get back to me on some details about Maps. (more…)
The Chicken has Landed – Sandra Niehaus, Closed Loop Marketing on the role of linkbait worms as feed for surrogate rubber chickens.
Microsoft Takes â€˜Localâ€™ Targeting into Stores – Greg Sterling, Sreenwerk
What Does Your PPC Ad Say About You – Matt McGee, smallbusinesssem.com does a followup piece on MerchantCircle’s marketing stratgies.
Rural Verticals: The Shift of Small Town Auction Advertising – Peter at The Local Onliner
Introducing the SemmysÂ – Matt McGee of SmallbusinesSEM has introduced a new industry award.
The following are the nominees in the Local Search category for the 2008 SEMMY Awards. The judge(s) will narrow this group down to 5-6 finalists. Congratulations to all nominees! Thanks for the recognition!
- Local Search Interviews, Information, and Resources
Michael Gray, Graywolf | 2/5/07
- Location Prominence and Differences in Local OneBox and Google Maps
Bill Slawski, SEO by the Sea | 2/8/07
- Googleâ€™s forced choice for the Authoritative Web Site
Mike Blumenthal, Understanding Google Mapsâ€¦ | 2/12/07
- Local Numbers: Setting the Record Straighter
Greg Sterling, Screenwerk | 3/1/07
- Google Local Search Glossary
Bill Slawski, SEO by the Sea | 3/4/07
- The Latest Local Search facts and figures
Simon Heseltine, Search Engine Tigers | 3/7/07
- Local Search: Users First?
Cathy Hillen-Rulloda, Avante Gardens | 3/27/07
- Google Reviews: Reputation + Quality + Snippets + Clustering
Bill Slawski, SEO by the Sea | 4/6/07
- Yahoo tackles Geographic Challenges of Web Search Results
Bill Slawski, SEO by the Sea | 5/20/07
- Girl Scouts with Guns: Geographic Coding in Google Location Searches
Bill Slawski, SEO by the Sea | 8/5/07
- When Might Google Show Local Search Information in Web Search Results?
Bill Slawski, SEO by the Sea | 8/12/07
- Yahoo Local Now Features “User Denigrated Content”
Mike Blumenthal, Search Engine Land | 9/11/07
- Everything You Need to Know About FRO (Fake Review Optimization)
Andy Hagans, Tropical SEO | 9/20/07
- Five Reasons Why The Mobile Web Sucks
Scott Karp, Publishing 2.0 | 9/26/07
- Give Local Search Marketing a Shout Out with PlaceShout
Lisa Barone, Bruce Clay Blog | 10/11/07
- Local Search on Facebook
Larry Sullivan, Local Biz Bits | 10/11/07
- Geotargeting Location by IP Address = SEO Death
Andrew Shotland, Local SEO Guide | 10/14/07
- The REAL Problem with Local Search
David Mihm, Mihmorandum | 10/25/07
- How many Google Coupons are there?
Mike Blumenthal, Understanding Google Mapsâ€¦ | 11/3/07
- Anatomy & Optimization Of A Local Business Profile
Chris Silver Smith, Search Engine Land | 12/17/07
- Google Reviews Review
Miriam Ellis, SEO igloo | 1
January 11, 2008
Weather Channel Interactive Introduces New Weather Mapplet for Google – by The Weather Channel, GISUser.com
“The Weather Channel Interactive Introduces New Weather Mapplet for Google Maps. The Weather mapplet on Google Maps will be a part of the Featured Content section in the My Maps utility. The mapplet can be found by visiting maps.google.com. To find the weather layer on Google Earth, simply activate weather box under ‘layers’ in the sidebar.”
As Google strives for market share gains they have used a number of techniques to increase maps usage. They have extracted significant gains by keeping folks on their main search site and increasingly driving traffic to their maps product. There are only so many gains that can be achieved this way.
Increased functionality has and will increase market share and weather seems the perfect tool to provide that one stop mapping and increased Google Maps usage. I wonder though if by having this functionality in the My Maps area it will find enough usage to impact their market share.
A Google rep has responded to an eamil inquiry about the reported inclusion of the local address in Adword ads (reported here and here and here) and acknowledged a limited experiment.
The source within Google confirmed in an email that they are testing Ads that include the additional address line with a small set of advertisers and are not accepting additional testers. The feature has not yet been launched and there are no plans to expand the beta at this time.
If the experiment proves successful look for it to be implemented in Adwords in the future.
Heather Hopkins’ analysis of MapQuest and Google Maps traffic trends in her post GoogleMaps Making Inroads Against Leader, Mapquest reveals more than is obvious at first glance about Google’s market share gain in the maps race. While Yahoo’s share decline has been steady over the year, Google’s jumps appear to have come at the immediate and direct expense of MapQuest.
Greg’s post made me more aware that Google has made multiple moves to increase their map share. I have identified Google’s “actions for each of their first three spikes (I am sure that a more nuanced and detailed chart would likely show more):
1- Google removed links to other mapping products SearchEngine Land January 16, 2007
2- Google upgraded the onebox with more links to maps January 31, 2007
3- Google roled Maps out to many more countries. Sept. 14, 2007
Hitwise in the past has confirmed that there is a lag in their data is due to the nature of of their data collection and Google’s rollout schedule of the update. Thus the ramp up in market share starts slightly after the announcement. It appears that Mapquest makes a rebound after the initial loss but never back to their original numbers.Each of the first three events were due to different strategies on the part of Google. In case one they removed links that sent visitors off to other maps sites. In case two they added a significant number of inbound links to maps. In case three they expanded their markets served.
It is not clear what caused the impacts at points 4 and 5, perhaps someone can fill in the blanks.