Home  › Search › SEO

Location-Based Search and the Future of SEO

  |  December 15, 2010   |  Comments

Catch up with the mobile consumer by carving out more digital and social "real estate."

The geo-social revolution, led by Facebook Places and Foursquare, has once again made search, and SEO with it, a location-based game. Geography has long been an important concern for search engines, as they began incorporating it into their ever-growing list of relevance factors some time ago. However, much like with all other aspects of the search world, the social media revolution has changed everything.

Where the search query location was important before, the focus has now shifted to the search user location. Increasingly, there is growing value in knowing your user's location in order to serve up the most relevant search results. Smartphones with GPS and Internet capability have made this possible and effectively made search mobile. Coupled with a social media and "apps" addiction, the search user is becoming increasingly reliant on their mobile device and as a consequence, mobile search.

As with everything, Google is intent on being a first-mover, demonstrating steps in this direction with Google Realtime. The latest and greatest feature of this social media search engine integrates geographic filtering to updates from the social media universe. Mobile search represents up to 10 percent of all Google searches and that number will only rise. Therefore, Google will increasingly be looking at geo-social factors to help determine rankings on the search engine results page (SERP).

For brands like ours, this means catching up with the mobile consumer by carving out increasingly more digital and social "real estate." By leveraging your location in Facebook Places, Foursquare, etc., and optimizing with keyword-rich descriptions, you stand to make gains on the SERP, where dynamic, social, and geographic factors are increasingly being incorporated.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Crispin Sheridan

Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.

Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts.

A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...