Vanessa Fox wrote a very nice book that was published in May 2010 titled Marketing in the Age of Google. The book talks about the importance of Search Marketing in the age of Google, focusing specifically on organic search (as opposed to paid search). You can listen to Vanessa talk about her latest book in the interview below:
The following book reviews are also worth checking out:
- Marketing in the Age of Google: Vanessa Fox Interview – Online Marketing Blog, January 2010
- Vanessa Fox Spills the Google Beans in Marketing in the Age of Google – September 2010
In the following interview at the O’Reilly Where 2.0 2010 conference, Fox speaks to the many ways people search for Local Businesses on the Web.
With the emergence/growth of Google Places, Facebook Places, Facebook Marketplace, Foursquare, Groupon, Social Commerce, and local mobile technology generally, understanding the various ways that your local business can be found on the web (and mobile/social web) will critical for SMEs.
I highly recommend Marketing in the Age of Google for anyone involved in Marketing strategy.
This is the second in a series of posts on key dimensions of Hyperlocal. Other posts in this series are:
In the initial post in this series, I introduced the following core dimensions of Hyperlocal/Local:
- Local News/Journalism
- Local Business/Commerce
- Local Advertising
- Local Community
- HyperLocal Business Models
This post will briefly explore the first 2 dimensions – Local News and Local Business/Commerce.
An important service to the Local community is News about the Community, or Community perspectives and reactions to the News. A nice definition of HyperLocal News is provided by Christopher Wink here: Hyperlocal news: a definition.
Keeping Informed about HyperLocal News Media
Here are a few of the sites I regularly visit to keep track of happenings in the Local/Hyperlocal News media space:
- BuzzMachine – Jeff Jarvis’ blog
- News Innovation
- Journalism 2.0 – Mark Briggs’ blog
- Lost Remote
- Media Transparent
- HyperlocalBlogger – Matt McGee
There are many, many Hyperlocal blogs and websites currently servicing their local communities. Wink provides a nice overview of some of the major ones in his post Hyperlocal news sites worth following.
This is a core area of innovation at present, and a slew of recent acquisitions by major media companies of hyperlocal news platform providers illustrates this point.
Some of the key innovators:
Real-time News Feeds
Finally, with the rise of Twitter, real-time geotagged feeds are also breaking onto the scene. Pat Kitano‘s Hyperlocal Curation of Real Time News post from November 2009 provides some interesting examples. Kitano’s Breaking News Network is a powerful example of location-relevant breaking news.
And of course, Twitter has launched location-based Trending Topics, would should add additional impetus to this trend.
Here, we’re talking about the commercial aspect of HyperLocal. A profound insight into the potential de-coupling of “core” Local News from Local Business services was recently delivered by Clay Shirky at the Harvard’s Shorenstein Center on the Press, Politics, and Public Policy in September 2009. A must-listen-to presentation IMHO.
There are many, many players and platforms that service local business needs, with many more soon to come no doubt. Here are a smattering of players in a very competitive space:
Business Listings – General
- Insider Pages
Business Listings – Niche
Services – Niche
- My Builder
As you can see, there are a number of different spaces by which software providers and hosting sites are seeking to provide services for local commerce. In the next post, we’ll look at two additional hyperlocal/local dimensions: Advertising and Community.
A couple nice blog posts on the topic of Business Categorization in Local Search:
- Thoughts On Categorization In Local Search – David Mihm, September 2009
- How Many Categories Should A Local Business Have? – Hanan Lifshitz, July 2009
Chris Silver Smith asks if Google Maps has switched from PageRank to “BizRank” in an interesting post from June 2009.
Another excellent blog post by Chris Silver Smith: Brave New World For Yellow Pages: Google Nabs Marketshare, Strangles Local Directories, from September 2009.
Also see the following related posts from Chris Silver Smith:
- Why Use Microformats?
- How To Geocode An Address & Optimize Location Pages
- The hCard Microformat & Local Search Optimization
- Optimize Local Events With hCalendar Microformat
For a nice intro to Yodel’s Local Advertising services, see the following video:
In previous posts I’ve talked about emerging pieces of Google’s HyperLocal strategy – see here and here. Here’s a link to Google’s Local Business customer service site – Local Business Center. And here’s a nice, quick video intro: