In my most recent post, I wrote of the need for relevancy in search results and it being the biggest determining factor for switching your preferred search engine (based upon survey by JP Morgan). However, much of the changes that have impacted SERPs (Search Engine Results Pages) in the past few years have had more to do with universal, or multiple forms of media, results that include maps, news, images, video, stock pricing, definitions and such that are relevant to the query. While looking at the results of the given survey as to why the people surveyed would potentially switch, universal search results were dramatically lower than relevancy of results at 11.5%. Now I understand that universal results are directly tied to relevancy, I mean your not going to search for “darth vader” and get a video of the baby buying stocks, but the interesting thing that can be concluded is that users may not be totally dazzled by universal results.
The biggest bridge for online search is going to be tying online results to offline results. I really think that this is the most reasonable idea of where online is going… So, it is reasonable to think that there is a whole lot of relevance in returning results online to what can be impacted offline. This is a very difficult task for the engines because there is a rather large disconnect between what is accessible in the real world and the relationship of what is available online. Really, when you think about it, look at your favorite independently owned restaurants and other stores and see if you can find them online? Chances are, unless you are in a major metro area, that you won’t find them online, but that doesn’t mean that they aren’t relevant when you are looking for a restaurant or trying to find that little book store that has personality and service. When you think about it, most of what you find online is engineered for the masses, don’t get me wrong when I am trying to find something searching online is usually the best place to start, but it doesn’t always lend itself to the best personality or service.
So, with all that being said, my suggestion for the next step in universal search would be that bridge of online content to offline relevancy, it make a lot of sense (in my humble opinion), however it does make monetizing it much more difficult.
What are your thoughts? Do you see local results being a bigger factor in SERPs or is the idea that utilizing a search engine to find something mean that you are looking for it online?
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{ 12 comments… read them below or add one }
I think that Search Engines have to start focusing on both online and offline queries just like you stated. More and more people are searching for things such as restaurants, banks, and other things that use to be found in the yellow pages. With this we will see a large focus on local results.
@Grand Rapids – Thanks for the comment.
Like Grand Rapids, I think there is a focus on local searches even now – I’ve noticed a lot higher use of the Google Local (maps) feature in SERPs than even a few months ago.
@Richard
I have seen it as well. I think that they are still trying to find the right mix and the important results that should include maps. The other is that they have been returning a search box for the keyword in a local area.
Thanks for the comment.
I agree that the maps are showing up more often and higher in the search results, but from some research I found most people just skip over these and look at the results. Usually people go to map quest if they just need directions to a place. Maybe Google should pay attention to the geogrophy meta tag I have seen in some websites. Many small engines do but I don’t believe anyway that Google does.
@Matt
I think that the user skipping over it makes sense, if they aren’t looking for a local store, but not having the map there means they don’t think that users searching for that particular keyword is actually looking for it locally. As far as the Geo Meta Tag, I think that wouldn’t take into account multiple stores, like a local restaurant that has a couple of locations and there really isn’t a standardized form of this tag either. I guess we can see. Thanks for the comment.
I am also seeing different rankings showing up when testing from different areas of the country. One test I conducted showed a 6 rank gain (or drop) from searching in California to searching in Michigan. Very odd.
@Jesse
Thanks for the comment. I think that the location of the user says a lot about their vernacular and the intent behind the search, it is the intent that the engines are trying to understand, also applying the performance of the search based upon the geographical location of the searcher might be taken into consideration as well, but I am not aware that any search engine have made this claim outside of other countries.
Interesting thoughts. I’ve recently optimized a customer’s website for local phrases and they say they’ve had a significant increase in web based inquiries since doing this. It’s a consumer based business with a service that cannot be delivered online. This makes me think that there are plenty of people that are using the Internet to find local services online. I’m sure big G also realises this and will further improve their local search results in the future.
I do agree that there needs to be a better way to finding local businesses. But some people only use one search engine to find what they need. I notice that different SERP’s may be better at finding finding local business but may not be as good as other SERP’s in locating the most update information.
I think that offline business should also be included but have a separate section such as the way Google list adwords on the right hand side…
I do agree that there needs to be a better way to finding local businesses. But some people only use one search engine to find what they need. I notice that different SERP’s may be better at finding finding local business but may not be as good as other SERP’s in locating the most update information.