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Myself Robin Gupta Director @ robingupta.comm, A leading seo services provider company. robingupta.comm was founded in 2007 with a vision of providing a comprehensive & well balanced Services, We have more than 350+ clients and still counting. We have helped thousands of websites into gaining their true potential. Our clients include many top companies from US, UK, Australia, Canada, Germany, Italy and Many European Countries. Currently we owns more than 1500 Websites.

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How Big Data is Fundamentally Changing Local Search

Posted In Google,Local Search

Posted By Robin Gupta

Posted On June 25, 2012

How Big Data is Fundamentally Changing Local Search

As per the Pew Research Center conducted in January 2011, Big data has the potential to alter the way people can be enlightened about their local communities. Especially in the “SoLoMo” era of today, a handful of legacy stakeholders is said to be dominating the way we share news, events and opinions about our local communities, or even access the search engine for executing a local search. According to BIA/Kelsey, around $130 billion is estimated to be the local advertising dollars spent on refining the local search by way of transmission of Big data.

From Authoritative to Qualitative

The days where local search was being dominated by handful of stakeholders by using ad-driven models or lead harvesting is fast eroding. As such, a Citysearch or ServiceMagic is being replaced by the big data paradigm. The previous paradigm of big content sites is thus being replaced with big data.

The first to arouse user experience by the use of big data was done by Google, which was certainly looked upon as a direct challenge to the so-called big content sites. Chrome, Google+ and DoubleClick, to name a few amongst others, are ensuring that the quality of content is fast moving forward to satisfy user experiences optimally. In doing so, user metrics like bounce rate, time-on-page and share rate may be used to generate local search rankings. Thus, traditional signals like inbound links and domain age are seen to be fading away at a speedy pace.

Local Search

High degree user engagement can be achieved with the use of several models. One such model as suggested by Houzz harps on increased availability of user metrics as one of the big attribute of the big data that should impact local search landscape. Also, transparency within the organizations, along with growing significance for openness is another attribute that might arouse user experience in using big data for local search. Google, Yelp, Citysearch and several Better Business Bureau’s have begun using big data for influencing an user’s local search. As search, these organizations have ensured that brand visibility and streamlined distribution are found prominent in the local search implemented by the user. The users experience is detailed by these organizations to render valuable insights to the marketers as to what works, and what might not. The local search in the near future might be an optimal combination of UX metrics along with certain other parameters to create and maintain an elegant user experience.

Key Attributes of Change

Paradigm Shift

A Paradigm shift is essential and appropriate so as to enhance user experience as well as benefit the marketing agencies. The usage of user metrics are considered much more significant than what they used to be looked at a decade ago. In the current scenario, big content sites are not suffice to enhance user experiences without the use of certain tools inherent in the big data such as essential user metrics.

Collaborating innovation

Today’s scenario does not expect mere innovation to drive the markets. On the other hand, the horizons are much widened with collaborations said to have fuelling the innovations. Brand visibility and development insight are considered to be essential parameters to provide the desired insight to the legacy organizations in compelling a more powerful user experience.

However, the paradigm change from the user suing big content sites to preferring big data for his local community search, is not going to be a smooth transition. Instead, it is going to be a bumpy ride, which the mobile and social interactive mediums along with the modern day user friendly tools are looked upon to combat the obstacles with much finesse.

 

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