Understanding Google My Business & Local Search
Loci 2012 – Adam Dorfman
Adam Dorfman is an interactive marketing professional with over 15 years experience in all facets of online marketing including local & organic search, pay per click, paid inclusion, email, XML driven advertising, mobile advertising, social networking, content creation, analytics, usability and offline integration as well as web development, hosting, networking and project management.
He currently oversees the Velocity platform at SIM Partners – a SaaS solution that empowers national brands to maximize Social, Local Search, and Mobile at the location level through automation and scalability.
Clearly, the biggest news in local search for 2012 was Google’s shift to Google+ Local. While Google Places was still a mess when they made the switch, it feels like the issues we had managing listings for local businesses there paled in comparison to Google+ Local. Google has made some very recent efforts into amending some of the problems, but Google+ Local is still much more difficult to get right than Google Places ever was.
As huge as that news was, there was so much more that happened with Google in 2012. From the still under-reported Venice Update to their integration and pull back of Zagat review formatting to removing AdWords Express from Places prior to the Google+ Local release, it seems that Google+ Local is receiving more attention and resources than ever before.
Apple’s foray into local search was also big news in 2012. When Apple dropped Google Maps as the native iOS mapping application and replaced it with their own, they received a lot of attention from both inside and outside the industry. The move highlighted the importance of map software and local information to people outside of the industry (plenty of my colleagues friends and family were asking about it).
When Apple rolled out their own mapping application, there was a lot of public criticism of Apple’s software, many suggesting it was subpar to Google’s . Not only did Apple end up highlighting the importance of this market to the general public, but also showed their vulnerability with the (perceived) failure of Apple Maps, to the extent that Tim Cook released a public apology for the application. In the end, Apple ended up making Google look like the better software developer and trusted source for local and map based information.
Outside of Google & Apple, here are some news and trends that caught my attention as something that will have a noticeable impact on our space moving forward.
- Marissa Mayer becoming the new CEO of Yahoo.
- National brands seeing the importance of having a hyperlocal strategy.
- The continued shift of local being driven by mobile usage.
- This is larger than local but the increasing complexities when it comes to creating, optimizing and managing paid, earned and owned media has made competing with national brands harder than ever for SMBs.
- David Mihm joining the SEOmoz team. Speaking of David, I’d be remiss if I didn’t include a link to David’s yearly Local Search Ranking Factors survey or the Local Search Ecosystem. While not “news” at this point, they are still the two pieces of content I visit most frequently for reference purposes.
- The focus on bolstering international offerings by Yelp as well as them working to increase the amount of places their data is being syndicated to.
Thanks to Mike for keeping us in the space up to speed on the endless changes going on with Google+ Local. It’s been a whirlwind of a year and I suspect that 2013 will be no different.
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