The Web is Going Local: How Mobile is Driving Location-Based Search
•
0 j'aime•212 vues
The document discusses how the web is becoming more local and location-based due to increases in mobile usage and location-based services. It outlines that 1 in 5 desktop searches and 1 in 3 mobile searches now relate to location. As mobile phone ownership increases globally, especially smartphones, people now have local information at their fingertips. The document then details Google's local services which aim to help people find local businesses and destinations, and help local businesses connect with customers searching online for local information. Google Places allows over 4 million businesses to claim their listing and offer services like click-to-call from mobile search results.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (19)
En vedette
En vedette (18)
Similaire à The Web is Going Local: How Mobile is Driving Location-Based Search
Similaire à The Web is Going Local: How Mobile is Driving Location-Based Search (20)
Dernier
Dernier (20)
The Web is Going Local: How Mobile is Driving Location-Based Search
- 1. The Web is Going Local
- 2. Let’s chat about 3 things 1 The State of Local 2 How the Mobile Explosion is Propelling Local 3 Google’s Approach to Local
- 4. The Web is going local Source: Google 1 in 5 desktop searches are related to location. 1 in 3 mobile searches are related to location.
- 5. The Geo Web is exploding 1M+ hrs browsing geo content / day Street View imagery: 21 countries** 20M+ maps created by users** >4M businesses on Google Places**
- 7. Mobile Explosion is the tipping point 5B 3x mobile phones globally 1 more mobile phones than PCs 1 Source: http://news.bbc.co.uk/1/hi/technology/10569081.stm (July 2010) 85% will be web enabled by 2011 2
- 8. Smartphones = local information on the go *Source: ITU, **Source:: Forrester, ***Source: Google 1 in 5 people in the US has a smartphone. 200,000 Android phones shipped everyday
- 9. Mobile makes location-based services a reality
- 11. Google’s Local services are meant to: 1 Help people make local decisions about what to do and where to go 2 Help local businesses connect with the millions of people who are searching for local information 3 Get people to their final destination, no matter where that is
- 12. Google Places 4M+ businesses have claimed their Google Places page
- 13. Google Places: Service Areas
- 17. Local Extensions
- 18. Click to Call with Call Tracking In desktop ads, campaign-specific phone numbers are displayed as new lines of ad text When using click-to-call extensions on mobile devices, phone numbers appear as a clickable last line
- 19. Coupons & Offers on Search & Mobile
Notes de l'éditeur
- While the Web allows people around the world to connect to information and to each other, the Web is also becoming increasingly localized. To illustrate the localization of the Web, we’ll chat about 3 things: The State of Local – a few interesting stats about the Local online world How the Mobile Explosion is Propelling Local Google’s Approach to Local – a high level overview of our local products and how advertisers are using them
- What we’re seeing at Google:1 in 5 desktop searches are related to location [source: Google blog , 4/20/10]. Think of the millions of searches made everyday online to get an estimate of the amount of local activity happening on Google. About 1 in 3 mobile search queries are made by people looking for something in their local area [source: Google mobile blog] For example, iPhone users conduct 30% more daily queries from Maps than do computer users [source: Google Internal stat]
- Another big change is the availability of all the local information on the web in real time. And, this is one area where we are innovating rapidly at Google. Our vision is to geographically organize all the worlds information. With Google’s Geo products and services, we’re using location to increase the relevance of search. We find results for our users that are relevant, fresh, accurate, rich, personalized and packaged to convey what matters and why about every place in the world. With Google Maps, Google Earth, and Google Maps for Mobile, we provide the fastest, most interactive, and visually compelling mapping and local search experience available, wherever the user is located. Every day, Maps and Earth users spend over 1 million hours browsing geo content. We want to help people make local decisions about what to do and where to go on Google. Pull together all the relevant information that's on the web -- photos, reviews, business information, etc. -- so people can make good decisions. Google Maps is the most popular mapping site in the world, Most popular mapping site in Europe, Most popular mapping site in the U.S. 49% market share in the US, with MapQuest the closest competitor at 31% (Hitwise). 17.5% reach out of total online audience worldwide (comScore). Help local businesses connect with the millions of people who are searching for local information with Google Places (google.com/places) businesses can claim their Place Page and then customize and promote their pages - over 4 million businesses around the world have done this already. Getting people to their final destination, no matter where that is. provide the "second map" that is often needed to help users find a building on a college campus, a gate in an airport, or a store in a shopping mall Expanded navigation tools to more users around the world Driving directions launched to 111 new countries (total = 129) EX. get directions to drive from [Johanessburg to Nairobi] Navigate is now available for Android users in 12 new countries over 50% of users who had access to it tried it out on the first day Navigate has now helped people navigate over 2.5B KM
- Mobile is the biggest driving force in the digital space today. There are 5B mobile subscribers worldwide, with more than a billion mobile phone connections added to the global tally in the past 18 months. To give you some perspective, that’s 3x more mobile phones than PCs.
- And, what makes it very exciting is that all this rich locally relevant information is available in the cloud. Hence, available in real time on your mobile devices, which makes for very interesting locally relevant consumption of that information. What is fueling this growth is really the astonishing pace of mobile phone adoption. 2/3 of the world’s population (4.6 billion people) are mobile subscribers. Explosion of smartphones: Today about 1 in 5 people in U.S. have a smartphone. Just a year ago, it was 1 in 10. Mobile web adoption in the U.S. is ramping up 8x faster than the desktop web did in the mid 1990's - At Google. Android has been part of that success now shipping ~200,000 devices per day.
- The government did marketers a big favor a few years back when they mandated that all mobile devices include a GPS chip so that emergency 911 services could locate a caller in distress. Now that all cell phones include a GPS chip, location-based services have become a reality. And this will have a dramatic impact on local marketers. Foursquare, Gowalla and Google Latitude have taken off due to mobile GPS capabilities. Also, the potential for opt-in, relevant locally targeted ads will shortly become a reality. And with Near Field Communication chips soon to be standard in smartphones, our mobile devices will become our wallets. Imagine the ability to pay for all of your transactions with your cell phones and have those purchases automatically fed into your loyalty programs at Starbucks, Target, Best Buy, etc…. And, if you so choose, you could receive alerts the next time you walk into a Target about products that you purchased in the past that are now on special. This is already happening in Japan and Korea. And it’s been talked about for some time in the US. It will happen soon in the US. At a hyper-local level, restaurants, bars, local retailers, etc… will also be able to get into the game.
- Google Places help local businesses connect with the millions of people who are searching for local information with Google Places (google.com/places) businesses can claim their Place Page and then customize and promote their pages - over 4 million businesses around the world have done this already. SERVICE AREAS: If you travel to serve customers, you can now show which geographic areas you serve. And if you run a business without a storefront or office location, you can now make your address private. TAGS: For just $25 per month, businesses in select cities can make their listings stand out on Google.com and Google Maps with Tags. As of today, we’re rolling out Tags to three new cities — Austin, Atlanta and Washington, D.C. — in addition to ongoing availability in Houston and San Jose, CA. In the coming weeks we'll also be introducing Tags in Chicago, San Diego, Seattle, Boulder and San Francisco. BUSINESS PHOTO SHOOT: In addition to uploading their own photos, businesses in select cities can now request a free photo shoot of the interior of their business which we'll use to supplement existing photos of businesses on Place Pages. We've been experimenting with this over the past few months, and now have created a site for businesses to learn more and express their interest in participating. CUSTOMIZED QR CODES: From the dashboard page of Google Places, businesses in the U.S. can download a QR code that’s unique to their business, directly from their dashboard page. QR codes can be placed on business cards or other marketing materials, and customers can scan them with certain smartphones to be taken directly to the mobile version of the Place Page for that business. FAVORITE PLACES: We're doing a second round of our Favorite Places program, and are mailing window decals to 50,000 businesses around the U.S. These decals include a QR code that can be scanned with a smartphone to directly view the mobile Place Page for the business to learn more about their great offerings. Personalized Dashboard: track how many times people found your business on Google, what keywords they used to find it and even what areas people traveled from to visit your business.
- Blog Post: http://googleblog.blogspot.com/ Preso: http://preso.corp.google.com/slideDetails?type=slideDetails&documentId=5481193527989601639 SERVICE AREAS: If you travel to serve customers, you can now show which geographic areas you serve. And if you run a business without a storefront or office location, you can now make your address private. TAGS: For just $25 per month, businesses in select cities can make their listings stand out on Google.com and Google Maps with Tags. As of today, we’re rolling out Tags to three new cities — Austin, Atlanta and Washington, D.C. — in addition to ongoing availability in Houston and San Jose, CA. In the coming weeks we'll also be introducing Tags in Chicago, San Diego, Seattle, Boulder and San Francisco. BUSINESS PHOTO SHOOT: In addition to uploading their own photos, businesses in select cities can now request a free photo shoot of the interior of their business which we'll use to supplement existing photos of businesses on Place Pages. We've been experimenting with this over the past few months, and now have created a site for businesses to learn more and express their interest in participating. CUSTOMIZED QR CODES: From the dashboard page of Google Places, businesses in the U.S. can download a QR code that’s unique to their business, directly from their dashboard page. QR codes can be placed on business cards or other marketing materials, and customers can scan them with certain smartphones to be taken directly to the mobile version of the Place Page for that business. FAVORITE PLACES: We're doing a second round of our Favorite Places program, and are mailing window decals to 50,000 businesses around the U.S. These decals include a QR code that can be scanned with a smartphone to directly view the mobile Place Page for the business to learn more about their great offerings. Personalized Dashboard: track how many times people found your business on Google, what keywords they used to find it and even what areas people traveled from to visit your business.
- Blog Post: http://googleblog.blogspot.com/ Preso: http://preso.corp.google.com/slideDetails?type=slideDetails&documentId=5481193527989601639 SERVICE AREAS: If you travel to serve customers, you can now show which geographic areas you serve. And if you run a business without a storefront or office location, you can now make your address private. TAGS: For just $25 per month, businesses in select cities can make their listings stand out on Google.com and Google Maps with Tags. As of today, we’re rolling out Tags to three new cities — Austin, Atlanta and Washington, D.C. — in addition to ongoing availability in Houston and San Jose, CA. In the coming weeks we'll also be introducing Tags in Chicago, San Diego, Seattle, Boulder and San Francisco. BUSINESS PHOTO SHOOT: In addition to uploading their own photos, businesses in select cities can now request a free photo shoot of the interior of their business which we'll use to supplement existing photos of businesses on Place Pages. We've been experimenting with this over the past few months, and now have created a site for businesses to learn more and express their interest in participating. CUSTOMIZED QR CODES: From the dashboard page of Google Places, businesses in the U.S. can download a QR code that’s unique to their business, directly from their dashboard page. QR codes can be placed on business cards or other marketing materials, and customers can scan them with certain smartphones to be taken directly to the mobile version of the Place Page for that business. FAVORITE PLACES: We're doing a second round of our Favorite Places program, and are mailing window decals to 50,000 businesses around the U.S. These decals include a QR code that can be scanned with a smartphone to directly view the mobile Place Page for the business to learn more about their great offerings. Personalized Dashboard: track how many times people found your business on Google, what keywords they used to find it and even what areas people traveled from to visit your business.
- During the beta you can get call metrics from phone numbers in your ad text, on your website, or both. With ad text call metrics, you can generate phone calls directly from search results pages: When your ads appear on desktop search, Google Voice numbers are dynamically added as a fifth line – any calls to these numbers are measured and attributed to the correct AdWords campaign. You can also get call metrics from your Click-to-Call Phone Extensions on mobile search. In this case, Google will dynamically insert a clickable number unique to your campaign into your ad. Since Google dynamically inserts numbers for each campaign you’re tracking, when you use ad text call metrics it’s not possible to display a vanity phone number in your ad text.
- Recently I was in Las Vegas and walking down Las Vegas Blvd. Now I don’t the name of every big hotel on the strip, and when I saw this huge Eiffel Tower out in front of one of them I wondered which place this was. I took out my Nexus One and snapped a picture with Google Goggles. Google Goggles is an application available for Android. It leverages the camera, GPS, cloud and connectivity– and supercharges the definition of “search” on your mobile phone. Bam! It instantly pulls up the landmark and is smart enough to know that I’m not in France. It tells me that this is the Paris Hotel and Casino!