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Searchengineland.Com Summit Session #Smx - The Future Of Search And The Rise Of The Human Algorithm Presentation By Justin Sanger @Justinsanger Of Supportlocal Read more about Local Search & Local SEO at http://searchengineland.com
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The Future of Local Search
@justinsanger
Rise of the human algorithm
The sharing economy is taking root
• A mental shift is
happening within
consumers
• Increased willingness
to share
• Built on common
needs and interests
• Optimizing unused
value to reduce waste
By Jeremiah Owyang
@justinsanger
Social anchors industry changes
• Social directly impacts
search
• Horizontal graphs are
splintering
• We are applying social
to our day-to-day lives
• New dependencies for
internet marketers
@justinsanger
• They are in position to influence
• More than ever, they are contributing content
• Platforms provide them a voice and social reach
• They are empowered with mobile and location context
@justinsanger
People rule in today’s environment
Check-in
Like
re-t
we
et
connect
follow
review
recommend
+1
friend
postLocal Search
@justinsanger
People provide the signals that fuel search
“…Facebook Graph Search will be an
amazing resource for people. It is a pillar
of Facebook.”
Mark Zuckerberg
“Google+ is Google itself. We’re extending
it across all that we do…”Bradley Horowitz – VP Products for Google+
@justinsanger
A race to form connections and obtain signals
@justinsanger
Online signals are just like offline word-of-mouth
• Google wants results to
mimic the real world
• They want to capture and
index preference
• They understand that there
are better ways to derive
answers
@justinsanger
Say hello to the human algorithm…
People are the new critical links
@justinsanger
• Our job no longer
ends with the
delivery of a lead
• We are responsible
for a wider spectrum
of service
• We are leaving
money and
opportunity on the
table @justinsanger
Local Marketers - Adapt or Die
① Leading social networks don’t adequately represent how people interact at a local level
② Local recommendations from the people we trust are not easily accessible
③ People and local businesses can’t easily connect and communicate reliably and efficiently
④ There is a lack of SMB tools and strategies for cultivating word-of-mouth activity online
@justinsanger
The path isn’t fully paved
It will be a bumpy ride,
but our path is clear…
@justinsanger
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