No. 71
February 26th, 2008

Danny Sullivan Highlights Importance of Local Search in SMX West Keynote

Just a quick semi-live blog from the Opening Keynote address at SMX West:

Danny Sullivan’s opening keynote gave prominent mention for the importance of Local (along with other Vertical search elements) in the coming year, as part of what he refers to alternately as ‘Blended Search’ and ‘Search 3.0’.

Danny featured a slide showing Google’s result for ‘hotels santa clara ca’. For those heavily involved in the Local search space, the “10-pack” is nothing new. Danny and others have been telling us that it, or something like it anyway, has been coming for some time now. But the fact that search marketers from the entire spectrum of SEM were just awakened to the importance of Local by the godfather of the industry speaks to the notion that 2008 will finally be the tipping point for this vertical.

As an interesting sidenote, Danny was quite explicit with advice for the Vagabond Inn, highlighting the relative effectiveness of “Search 1.0” techniques in the Local space — include keywords early and often in your business title. His specific advice for the Vagabond Inn: claim your Local Business Center listing and add “Santa Clara” to your business name.