{"id":112831,"date":"2015-12-03T21:05:00","date_gmt":"2015-12-04T02:05:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/8-local-search-predictions-you-need-to-know-in-2016\/"},"modified":"2024-12-21T05:54:07","modified_gmt":"2024-12-21T10:54:07","slug":"8-local-search-predictions-you-need-to-know-in-2016","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/8-local-search-predictions-you-need-to-know-in-2016\/","title":{"rendered":"8 Local Search Predictions You Need To Know In 2016"},"content":{"rendered":"

\"DAC<\/a><\/p>\n

2015 saw a number of major shifts and behaviour changes that greatly affected local search<\/a>. Consumers continue to require more and more information on local businesses<\/a>, yet search engines and online mapping publishers are making it harder and harder for businesses to be properly optimised in the channel. This struggle between evolving consumer demands and search engine algorithm updates will continue in 2016. DAC believes that local search will take an even greater role in the consumer journey online this upcoming year. Here are a few predictions we foresee happening\u2026<\/p>\n

1. Mobile local search will lead the way<\/h2>\n

2015 was undoubtedly the year of Mobile. We finally saw mobile search surpass desktop search and there is no looking back. With Google now providing insights into mobile search volumes and trends, it’s clear that consumers use their mobile device for local search needs. According to Think With Google<\/a>, \u201cNear me\u201d searches have surged 34x since 2011 and have even doubled in the last year. The consumer path to purchase now includes some level of engagement at multiple steps during the journey. From product research to educational videos, to price comparison, to driving directions, mobile is dominating the way we as consumers find information for local products and services<\/a>. DAC believes that mobile will continue to lead the way in 2016 and brands should take a \u201cmobile first\u201d approach to how local search is implemented and utilised.<\/p>\n

2. The Google Maps and Apple Maps war heats up<\/h2>\n

\"Local<\/a><\/p>\n

Let\u2019s be honest, Apple did not have the best release of its mapping application, Apple Maps, back in 2012. Do a quick search for \u201cApple Maps Fails\u201d and you can see a long list of issues Apple had with the data quality and mapping service all the way into early 2014. After a few years of cleaning up their location data and topography images, Apple Maps had a great 2015 and is now a strong competitor that could de-throne Google Maps as the mapping application king. In 2016, DAC believes that the mapping application war will really heat up. Now that the data quality in both mapping applications is improving we anticipate this next year will introduce a number of exciting \u201cmaps\u201d features that will make the user experience even better. Muhammad Ali vs. Joe Frazier, Magic Johnson vs. Larry Bird, Google Maps vs. Apple Maps, the online mapping battle will be legendary!<\/p>\n

3. Beacons vs. Mobile Wallet\u2026 it is just the beginning<\/h2>\n

If you are a retailer then you have probably heard about beacons or mobile wallets and online coupons. Each of these new technologies has pros and cons and ultimately only the retailer will be able to determine which is best for their specific consumers. Both of these newer technologies are helping close the loop on the consumer journey \u2013 from online search to offline purchase. 2016 will see the beginning of a turf war between beacon and mobile wallet providers. Also, don\u2019t be alarmed if this new technology space gets flooded with new providers.<\/p>\n

4. Businesses will demand a clear ROI with local search investments<\/h2>\n

When local digital marketing became a big thing 7-8 years ago there was not an easy way to quantify what a local search investment was able to return to the business owner. \u201cWe will get your business listing found more visible and accurate across online directories\u2026\u201d local search providers (like us) would say. Yet over the past few years, business owners have really challenged that thinking and have started to ask local search providers what better visibility and accuracy will mean for their bottom line. In 2016 providing a strong return on investment (ROI) story<\/a> will become mandatory for local search. Just like a business owner will want to measure and track their other digital marketing channels \u2013 i.e paid media<\/a>, SEO, social media, etc. \u2013 local search needs to be accountable to the bottom line.<\/p>\n

5. Consolidation, partnerships, and joint ventures\u2026 oh my!<\/h2>\n

The local search market is flooded with competition. Everyone and their brother says that they can \u201cdo local search\u201d for your business. In 2011 we saw a few major acquisitions take place (Neustar acquires Localeze, Constant Contact acquired Single Platform, Yodle acquired ProfitFuel). DAC believes that 2016 will also see newly formed acquisitions, partnerships, and joint ventures being announced. This crowded field of providers will realise that sometimes two is better than one when competing for local search dollars.<\/p>\n

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