As the media world continues to expand and fragment, services targeted at local businesses are likewise evolving into a more holistic set of marketing channels. A good example of that evolution can be seen at ThriveHive, as we discussed with the company’s newest member and longtime Street Fight contributor, David Mihm, on the latest episode of Heard on the Street.
As of this year, the task of updating the Local Search Ecosystem has been handed to Darren Shaw of Whitespark, who also inherited David Mihm’s other well-known brainchild, the Local Search Ranking Factors report. Last week, Darren released Local Search Ecosystem 2017, a bold departure in visual design and a much-needed update to the last edition, from 2014.
For many years, Physical Address in City of Search was the most important ranking factor, but it has now been overtaken by Proximity of Address to the Point of Search (Searcher-Business Distance). As such, the canonical local search use case has become a mobile user searching for a business nearby his or her current location.
“Each of these sites that Google trusts might calculate authority in a different way, but if Google can verify the relationship to the local entity, they can apply that authority to the ranking of the local listing,” writes Mike Blumenthal to David Mihm.
At the end of each year, Street Fight invites staffers, friends, and luminaries from the industry to share their predictions for what’s in store for the coming year. Today, we take a look back at some of the predictions for 2015 to see who was on target and who missed the mark.
During a presentation at Street Fight’s Local Data Summit in Denver Tuesday, David Mihm, director of local search strategy at Moz, argued that a few key innovations will keep the search giant on top. The company’s massive local data set, said Mihm, offers a distinct advantage that will allow the firm to leave competitors further and further behind.
Street Fight recently caught up with David Mihm, the director of local search strategy at Moz, to talk about the impact of Google’s latest local search update on multi-location brands, the state of local search’s shift to mobile, and what a rash of new vertical sites means for Google…