Google recently rolled out its new “Google Instant” in the U.S. with more countries to come. How will this affect small businesses, especially those advertising online?
First, what is Instant Search? For awhile now, when you start a search at google.com they will add suggestions as you type in your search query. With Instant Search Google will actually start producing results as you type, supposedly saving 2-5 seconds on your search.
One of the main reasons for this launch may be because Google is expanding into mobile search. Any saving of time or typing can be a big advantage there.
But for small businesses, it appears that the first results that Google posts are for mostly major brands. Of course, they may show up at the top of the list after a complete entry, but Google Instant may be changing the behavior of the searchers.
iCrossing came up with a list of single letter results, like I for Ikea, J for Jet Blue, L for Lowes, etc. Your results may be different depending on your location and past search behavior, but here’s what I mean…
While Google says its final results will be the same, I’m worried that searchers will be clicking on major brands before the whole search phrase is completed. Why? Because Google is “predicting” what the user wants.
So, if you are doing business online, you may see some lessening in your organic click-throughs and even variations in your impressions if you are using Adwords, which Google talks about in more detail here.
Try Google Instant yourself and see what results you get. Keep an eye on your stats and see if I’m right..
————————
HOSB RSS Feed
Google has announced that it is adding location oriented suggestions in it’s Mobile searches. This is in regular Google search, not just Google Maps.
It is, according to Google,
an improvement to Google.com search suggestions offered on Android powered devices and iPhone. Now, Google will offer suggestions based on the phone’s current or last location, making the suggestions more relevant.
From the comments on Google’s Mobile blog the effort has started off with spotty results, but the idea its that eventually you will just have to start typing a search into google.com on you mobile phone and search suggestions will load based on your location.
This will be an advantage for local businesses because potential customers don’t always know to use Google Maps to find your business, although you have to turn on “Save recent locations” and “Allow use of device location” under the Settings link on the google.com home page to use the new feature.
The point is, that with advancing technology it will become even easier for people to find your business using their mobile phones..
————————
HOSB RSS Feed
Mobile phone usage is growing fast, especially smart phones, and some big names are moving into the field.
First, Google is buying AdMob for 750 million dollars.
AdMob is one of the top sellers of banner ads on iPhone applications and Web pages that can be retrieved from mobile phones. The acquisition could help establish Google as an early leader in the small but rapidly expanding mobile phone advertising business. [NY Times]
Advertising sales on mobile phones was a paltry 160 million dollars last year compared for $22 billion for online ads, and the “experts” projections for future ad spending differ radically, but everyone’s in agreement that it has no place to go but up and Google is positioning themselves to be in the lead. Continue reading .
————————
HOSB RSS Feed
Even if you have a local business you need a local search marketing strategy. By local search I mean online search and now, more and more, searches using mobile phones.
A couple of months ago I wrote about local search taking over from Yellow Pages.
According to the latest study from TMP Directional Marketing it continues to grow. Local search has grown from 11% to 12% and Internet Yellow Pages usage has grown from 19% to 21% in the last year. Some excerpts from the study are below:
…the growing demand for local business information across interactive search platforms, especially online and mobile, is creating additional opportunities… In order to reach target audiences, marketers must think locally and focus their messages on local marketplaces where consumers shop.
…in-store purchases decreased across the board since 2007, most likely due to economic factors, half of all local business searchers made purchases [emphasis added].
With 22 million consumers using the mobile Internet through June 2009, the preferred mode to access local business information remains the mobile browser. In fact, 127 percent more users accessed local content via downloaded applications on mobile devices, compared to June 2008.
This means having a web site with hours of operation, address, phone number and a map as a minimum. This means claiming your business in local search engines and signing up in online search directories.
To be successful in today’s interactive community, your local business must be in local search engines and online local business directories..
————————
HOSB RSS Feed
There are three ways potential customers can find a small business using the web: Internet search, Local search and Mobile search. Mobile search is one that’s often left out of small business marketing strategies.
And Mobile search is the one that’s growing by leaps and bounds. According to a Nielsen report Mobile use is up 34% year-over-year from July 2008 to July 2009. And it’s not just teens fueling the increase. Seniors make up a big part of the growth.
Overall, year-over-year growth among the 13-17 and 65+ age groups outpaced the growth of the total mobile Web audience, with a youth increase of 45 percent and seniors surging upwards 67 percent in July. While men continue to make up a larger portion of mobile Web users versus women, comprising 53 percent of the audience in July, the growth of female visitors outpaced the growth of male visitors during the month, with women increasing 43 percent YOY as compared to a 26 percent growth among men.
So what can you do about it?
Neilsen’s report shows that women use AT&T search (run by Yahoo! Mobile) and AOL Search (run by Google) with their mobile phones.
So in addition to claiming your small business on Google and Yahoo! local search, consider signing up for mobile search.
Yahoo! Mobile Sponsored Search
Google Adwords has a special Mobile Search advertising area for your ad campaigns..
————————
HOSB RSS Feed
Recommended
