The future of local discovery
Columnist Brian Smith discusses some of the recent developments and technology that will impact local search, both in the short term and the long term.
We’ve entered an exciting time for local marketing. Big Data, digital assistants, augmented reality and beacons will fundamentally change the way users discover locations. As Bob Dylan so aptly pointed out, “The times they are a-changin’.”
As such, local marketers and advertisers need to start thinking about how they’re going to change along with the times. Here’s what you need to know about the future of local discovery.
Big Data: ‘Who’ informs ‘where’
Proximity is the primary ranking factor in local searches. That’s not likely to change. After all, what’s nearby is the fundamental aspect of local discovery.
What is changing, however, is the filter that sorts out, ranks and presents those nearby locations. What filter, you ask?
Going forward, local discovery will function as proximity filtered by your individual preferences. The person searching will inform what locations are shown.