Understanding Google My Business & Local Search
Google Maps: One (data) Ring to Rule Them All
Yesterday I asked whether Google Map’s upward trend continue? Can Mapquest maintain its market share? Or like the IYP space does Google just have too much presence in search to not win this race also?
From where I sit, these Map & IYP Market Share comparisons only look at a narrow sliver of Local results being delivered to end users. I have taken the liberty of adding an estimate of Google’s % of total Internet traffic that shows a Local OneBox to Hitwise’s chart. I am assuming that Google.com has roughly 6% of total traffic and that the Local Onebox shows for geo specific queries on roughly 10% of all searches. It could be as low as 7% and perhaps as high as 15%.
Regardless, it indicates that Google.com is displaying a map with attendant local results 2 to 3 times more frequently than Mapquest. Thus when you combine the reach of Google Maps and the Google.com Local OneBox, it is approaching 1% of total Internet traffic. This aggregate is 3 to 4 times the market share of MapQuest.
Google has never sat on it’s laurels in regard to Map’s market share. At every opportunity they have directed traffic inwards towards Maps as opposed to elsewhere. As Matt McGee noted on SearchEngineLand:
We’ve noted on Search Engine Land that two factors likely began to change the traffic trends for map sites: First, when Google stopped linking to MapQuest and Yahoo! Maps; second, when Google Maps began to be featured prominently in Universal Search results.
The imminent release of location aware browsers will further refine Google’s ability to deliver locally relevant results to the desktop. I am sure that this not the only trick up their sleeves.
But even this analysis captures but a share of the local information flowing from the Google Map’s data siloh into end user’s hands….
Google of all the major internet players, has successfully moved Google Maps data, both the maps and the business listing, out to a range of devices that are not measured by Hitwise. It is not clear that some of these methodologies for moving data out the end users are tracked at all. Only Google knows how many Goog-411 calls they are serving up.
Of interest to me, is the fact that all of the devices, when displaying business listing data use roughly the same ranking algo as Google Maps.
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