Recently, we've seen a deluge of forecasts about massive financial opportunities associated with the growth of local search and local advertising. Whether you’re a company in the Internet search space, a yellow-pages directory, or a niche player, it is indeed tempting to get overly focused on how to earn your piece of the local search pie.
None of the forecasts mean anything, though if we as an industry don’t first take care of the local consumer. As basic as it may sound, the caveat that you cannot serve advertisers well without first serving your consumers holds especially true in local search.
Providing useful, current, relevant and well-organized content and data is not a luxury, but a necessity. Both consumers and advertisers will always value these traits when considering local online destinations.
In the coming weeks, some colleagues and I will be writing about what we believe are the important issues in local search, covering matters that impact consumers and, ultimately, advertisers.
For starters, let’s look at the notion that “more is better,†especially when it comes to sheer volume of local content.
Recently, we’ve seen a deluge of forecasts about massive financial opportunities associated with the growth of local search and local advertising. Whether you’re a company in the Internet search space, a yellow-pages directory, or a niche player, it is indeed tempting to get overly focused on how to earn your piece of the local search pie.
None of the forecasts mean anything, though if we as an industry don’t first take care of the local consumer. As basic as it may sound, the caveat that you cannot serve advertisers well without first serving your consumers holds especially true in local search.
Providing useful, current, relevant and well-organized content and data is not a luxury, but a necessity. Both consumers and advertisers will always value these traits when considering local online destinations.
In the coming weeks, some colleagues and I will be writing about what we believe are the important issues in local search, covering matters that impact consumers and, ultimately, advertisers.
For starters, let’s look at the notion that “more is better,†especially when it comes to sheer volume of local content.
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