local search | Street Fight - Part 3

As Google Pushes for Users to Stay on Its Platform, What Are the Effects for Local Search

David Mihm and Mike Blumenthal

As Google Pushes for Users to Stay on Its Platform, What Are the Effects for Local Search

“Obviously Google still controls a fair bit of the searcher’s pre-purchase mindshare, and they obviously want to retain that role,” writes Mike Blumenthal. “They are also fighting like crazy to be relevant in a world where 50% (and growing) of users’ total digital media time is spent in Apps.”

Why Data Attributes Power the Long Tail of Local Search

Gib Olander

Why Data Attributes Power the Long Tail of Local Search

The mandate for brands is simple: manage data attributes as a crucial element of your location marketing strategy. But it’s not enough to create attributes. You need to constantly monitor the ever-changing nature of your business and your customers and be ready to act on your attributes as needed.

#SFSW16 VIDEO: At the Intersection of Travel and Local

The Editors

#SFSW16 VIDEO: At the Intersection of Travel and Local

The kinds of connections being made between travelers exploring a new city and local businesses are similar to those that people make when they are looking for goods and services at home. And Airbnb has made it clear over the past couple of years that the company wants to help travelers “live like a local.”

Moz CEO: Establishing Attribution Is About Building Businesses’ Trust

Liz Taurasi

Moz CEO: Establishing Attribution Is About Building Businesses’ Trust

A lot of local marketing companies are operating in the shadow of prior practices and companies that created a lot of distrust in the market, says Moz CEO Sarah Bird, who will be a speaker at Street Fight Summit West next week: “Part of the vision of online-to-offline attribution is to overcome that snake oil effect and build trust so you can point to data.”

ClipCall Uses Mobile and Video to Help Consumers Connect With Home Service Providers

Rick Robinson

ClipCall Uses Mobile and Video to Help Consumers Connect With Home Service Providers

Lots of companies have taken a whack at the local home services space — from Angie’s List to a raft of startups. ClipCall, which came out of beta in January and will present t Street Fight summit West on June 7th, relies on customers using the company’s app to record video of a job they need doing and then sends that video out to nearby experts.

As Local Search Behavior Evolves, Marketing Spending Will Follow

David Card

As Local Search Behavior Evolves, Marketing Spending Will Follow

Merchants and marketers have to be findable and present useful information regardless of the searcher’s context. And that’s where the mechanics of local search marketing get messy. It feels like a great opportunity for tools and managed services that help break down those silos, and measure effectiveness across or between them.

Street Fight’s Predictions for 2016: Part Two

The Editors

Street Fight’s Predictions for 2016: Part Two

With 2015 drawing to a close, it’s time again to look ahead to what we can expect in the hyperlocal space in 2016. We asked Street Fight staffers and weekly columnists what they thought would be the biggest story (or stories) in local in 2016. We ran the first installment yesterday — now here are the rest.