Headlines about retail closures suggest it’s Amazon’s world and we’re all just living in it, but there’s more to the story. For local businesses, in particular, there’s ample reason to be optimistic that the retail apocalypse doesn’t have to spell end times. In fact, exactly the opposite could be true. Let’s walk through a few of the reasons for optimism.
Blumenthal to Mihm: It seems to me that Google could take the fake listings issue off the table by seriously investing in cleaning up the fake listing and fake review issue. I just don’t think that they think that way.
At a minimum, as the company that has the monopoly in the local space, Google faces the expectation and responsibility to provide a service that truly serves the public and businesses. And they seem to forget that.
Mihm to Blumenthal: I’m not averse to the idea of the government regulating Google’s practices in Maps or local search, but it feels like rewarding Yelp in particular is not going to bring consumers any particular benefit, nor will it meaningfully benefit small businesses, as Elizabeth Warren seems to indicate is a primary goal of her plan.
If anything, Google has gone out of its way to help small businesses compete in its search results with the introduction of the local pack and the Venice update, whereas small businesses continue to rate Yelp as poorly as any company in tech.
A freshly released report from SMB software firm Broadly uses data from a survey of 300 SMB leaders to paint a picture of the American SMB in 2019: gradually embracing mobile-first communication, skeptical of innovation that undercuts human connection, and ambivalent toward large digital marketplaces like Amazon and Etsy.
In their latest Street Fight conversation, Mike Blumenthal and David Mihm examine the state of the local reviews space and assess the reasons for Google’s dominance. “For me, the question of the future is whether Google’s behaviors will impact the remaining vertical sites over the next 10 years,” Mike writes.
“I am looking for a language framework that helps business understand that the idea of ranking only makes sense in the context of not just getting more customers but also keeping them. While businesses might want a floodgate of leads, there are many things that they could be doing that would be cost-effective and productive,” Mike Blumenthal tells David Mihm in their latest Street Fight discussion.
A whopping 64% of respondents indicated relying on Google My Business to find contact information for local business, suggesting it’s an indispensable platform. Yet consumers still trust local business websites most of all, and only 8% say they never consult a business’ website when making shopping decisions.
“I think it makes more sense for a small business to buy ‘brand building’ that includes some community events and link building than for that same business to buy SEO,” Mike Blumenthal tells David Mihm. Find out what tech tools can build a local brand and why David disagrees partly with Mike’s suggestion.
While SMB digital marketing spend has seen a steady rise, SMBs are being more conservative about the agencies and vendors with which they partner. In the transparency era, consolidating spend with a select group of trusted agency partners that offer multiple core services is now the norm.
For agencies that cater to SMB brands, these trends have created opportunities and challenges. There is money to be had, but only organizations that differentiate themselves from the competition and can deliver clear ROI will benefit. So how can SMB agencies show their value to brands and ensure revenue growth? There are three opportunity areas, in particular, that can help.
Mihm to Blumenthal: Answer Optimization and Zero-Click SERPs seem to be gaining traction as concepts in the SEO industry, but as you pointed out in our previous conversation on this topic, Google’s moving well beyond simple answers and into journeys. Cindy Krum highlighted several examples of these new search journeys, which as I saw her presenting struck me as “rabbit-holes.”
Rodion Yeroshek: The majority of restaurant businesses, especially the small ones, remain slow adopters and non-adopters of AI technology. People may think that the introduction of AI in small restaurant operations is nothing more than jumping on the bandwagon. However, research on the impact of AI on the world economy by McKinsey Global Institute warns the naysayers. The research predicts that by 2030 active adopters of AI technologies could double their cash flow, while non-adopters could lose up to 20% of theirs. This is a hint for restaurant managers who plan to stay in business for the next 10-15 years that it’s time they embrace AI tools or prepare to lose a big part of their market share for good.
Blumenthal to Mihm: The consumer is on a journey and is close to making a decision when they are seeing you on Google. Whether they make it at the Business Profile on Google or at the website, it is imperative that your profile at Google has enough information to confer trust. Otherwise, the end user will just move on to the next profile and never make it to your site.
Forty-eight percent of marketers surveyed by Uberall said they trust the e-commerce giant over its competition when it comes to marketing applications of voice technology in these early days of the medium. Google Assistant had the vote of 29% of the market, with Apple’s Siri scoring a surprisingly high 17% given the widespread consensus that voice is really a two-way race at the moment.
Dan Silver: Why should small businesses be limited to one great day of sales a year? Now more than ever, owners have an arsenal of tools at their disposal to help them drive more visits and generate revenue. Here are a few sustainable solutions for local businesses.
Mihm to Blumenthal: Absent a messaging competitor, even a handful of conversations with real customers make businesses *think* Facebook is where the party is. In reality, as you and plenty of others have found, 90% of actual leads are coming from Google. And a serious chunk of that 90% comes directly from Google My Business. Per my prediction, Google is *just* starting to push the “Message” CTA to consumers. And I think the floodgates are about to open.
The news is an important signal that local-commerce options like Reserve with Google will get sleeker and more dominant in the years to come. And it calls to mind a crucial local-search debate: Will Google SERPs and the many options for engagement with local brick-and-mortars on them effectively supplant the local business website as the crucial interface for interacting with customers?
dataPlor: The Importance of Personal Relationships and Other Key Findings from Emerging Market Small Business Survey
At dataPlor, we know that the best way to gather data and insights on emerging market small businesses is in person. We sent our general manager in Guadalajara out on a mission to understand how hyperlocal businesses communicate with customers and potential business partners and suppliers. He spent a week speaking first-hand to small business owners about their customer outreach strategies and how they chose potential businesses partners. Here’s what we found.
Launch in 2015 in Silicon Valley’s home court, Local Service Ads have since expanded to a whopping 90 markets in the U.S. and are now making their way abroad, where searches for local services are abundant.