Local Mobile Domination – Harnessing The Changing SERPs

John Denny @johnhdenny

Some Context On The Rapidly Evolving Local Search World

• The Audience To Our Local News and Information sites provides a good “window” into web usage trends

• Mobile in particular has presented a striking picture in the last 20+ months

January 2011

PC Page ViewsMobile Page Views

2% MobilePage Views

September 2012

PC Page ViewsMobile Page Views

40% MobilePage Views

• As much as 40-50% of Mobile Search has “Local Intent”- which is higher then the PC World

• Kelsey: number of local mobile searches to explode by nearly 600% in the next five years

More Smartphones = More Local Search

Across PC and Mobile, there is an enormous “Market” for Local Search

• Google recently reported that 1 in 3 searches are Local

Overall, More Queries triggering Local search results

• Google Venice Update: – “…new system to find results from a user’s city

more reliably. Now we’re better able to detect when both queries and documents are local to the user.”

• Google will now return localized results for broad match keywords if they determine that it would be beneficial to the user

John Denny @johnhdenny

Bottom line: This is an area that you as a digital marketer need to pay attention to.