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Understanding Google My Business & Local Search

Goog-411 rolls out bill boards in the hinterlands?

I drive 8 miles to work along NYS Route 16, down the hill known as Rock City, and past some incrediblly picturesque scenes as I head to my office in downtown Olean. The drive is rural and while Olean is called a city, it is a small (and getting smaller) rustbelt town of 15,000. It is 70 miles south of Buffalo, NY, 150 miles east of Cleveland and 150 miles north of Pittsburgh…it really is miles from nowhere (see this map), a market that most everyone forgets.

Everyone but Google it seems. Google has recently started placing billboards on our “main” north south road in their campaign for Goog-411, their free voice activated directory assistance service. Google has placed the billboard just south of town right after you pass the cemetery and just before you get to the breakfast hangout, The Robbin’s Nest. The road is not heavily traveled with a traffic count of perhaps 10,000 vehicles a day.

I recognize that they are in a pitched battle with the network operators, they were partially boxed out by the telcos on the spectrum auction, they are having trouble penetrating the walled garden of the cell world…but there is more than a little irony in a billboard campaign in Olean, no? That being said, it makes sense.