Search | Street Fight - Part 2

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.

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.”

In Google/Facebook Duel, SMBs Are the Real Winners

Len Short

In Google/Facebook Duel, SMBs Are the Real Winners

With Google’s recent changes, Facebook may now offer small business advertisers a better way to reach low-funnel shoppers — those currently in-market for a product or service, not just those vaguely searching for the category. Google’s move could drive many businesses into Facebook’s arms.

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.

Is the Humble Phone Call Actually the Killer App for Local Businesses?

Mark Sullivan

Is the Humble Phone Call Actually the Killer App for Local Businesses?

It turns out reports of voice calling’s death are greatly exaggerated. Despite an explosion in data usage and mobile messaging, voice calling — facilitated by search and virtual assistants — remains a popular activity among mobile users. A lot of those calls are going to local businesses, where they are more likely to convert to revenue than web forms or emails.

Why 2016 Will Be a Big Year for iOS 9

Gib Olander

Why 2016 Will Be a Big Year for iOS 9

Apple has established a new standard for conducting “nearby” searches, thanks to an enhancement to the Apple Spotlight search functionality. This moves the consumer down the path to purchase in a few significant ways, including proactive local search content and results that change by time of day.

Swiftype’s Riley: Site Search Can Make News More Compelling

Tom Grubisich

Swiftype’s Riley: Site Search Can Make News More Compelling

The importance of relevant searches extends beyond search engines. For publishers, custom site search that helps make better decisions about how to maximize the impact of their content, know and understand the likes of their users, and increase their level of engagement can make a material difference in their business. “The key to building a relevant search experience is blending complex signals together and ensuring your site search algorithm is always improving,” said Swiftype co-founder Matt Riley.