The Future of Local Search is Here

@justinsanger

Consumer’s rule. Period

• They are empowered with knowledge

• They are empowered with location and mobile

• They have a voice and social reach

• The only advantage is knowledge of and engagement with your customers

@justinsanger

The collaborative economy has formed

• A mental shift is happening

within people

• Lifestyle based upon

sharing

• Efficient consumption

• Peer to peer, real-time

• Unused value equals

waste

@justinsanger

Empowered customers are disrupting

every industry including search

• Removing the traditional

hierarchy and infrastructure

from search

• Text, Links, Code

• Google doesn’t want to simply

rank pages

• They want to rank our life

experiences

@justinsanger

Say hello to the human algorithm… and

the secret is it beats Google

• The future is all about

sharing and trust

• Enabling local

experiences to prevail

• Indexing opinion

• Seeking the truth in

answers

@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

Do not get complacent search marketers…

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postLocal Search

People Provide the Signals that Fuel Search

People are the new critical links – get used to that

@justinsanger

Incumbents are not well positioned to

win most collaborative markets

• Lack of trust

• Privacy

• Locality

• Context

• Organization

@justinsanger

Social is Segmenting

•People are discovering and inventing

new ways to share relevant knowledge

with blinding speed. As a direct result,

markets are getting smarter—and

getting smarter faster than most

companies. • The ClueTrain Manifesto 1999

@justinsanger

Consumers will take control of their

identity in the end

• Preference fragmentation reigns

• People’s local identity and recommendations are

scattered around the web and are not accessible

@justinsanger

The future of local is here and no longer

is it just about web pages or Google.

It is now about us!

@justinsanger