Note: This also was the catalyst that got me out of lurking and registering here.
The article is about a 2006 SES session titled Local Search Marketing Tactics. Given my generalist evergreen content business model local search space discussion might not be seen as anything but a potential obstacle however, I had an extrapolation experience caused by:
...Local search has birthed the savvy local consumer. We use LS to compare and contrast. Its changing our consumption patterns. Approx 30% of all queries are LS. 90% of Internet conversions take place offline. 70 % local consumers use the Internet to find products online. The implications are far reaching. Search online to buy offline, locally. Internet mimics our normal behavior. We try to make life easier this way. Marketing dollars follow eyeballs.
Need to think beyond traditional seo like landing pages. 'There is no single landing page for a business anymore. It's not about a website. It's about business information online. It's a different way of thinking. We must cleanse, enrich and optimize content. Think: Atomization - separate and spread.
Social marketing gathers it too and that searched. This has nothing to do with your website.It has everything to do with controlling and enhancing the existing and new data put out about your or your clients business.
There is no single landing page for a business anymore. It's not about a website. It's about business information online. It's a different way of thinking. We must cleanse, enrich and optimize content. Think: Atomization - separate and spread.
On the basis of the above I reviewed my entire business plan including: site architecture, traffic acquisition efforts, direct advertising content and marketing, etc. And it initiated my research into:
* 'a user-centred theory of the
built environment' to borrow Jacqueline Vischer's 2008 paper title and her stressors of the physical environment and the social context at a given time.
* 'the design, theory, and analysis of persuasive technologies, an area called captology.' as formulated by BJ Fogg and promulgated by DCrx - an unexpected benefit from joining Cre8
The above were instrumental, though not alone, in bringing me to better appreciate and leverage progressive enhancement, elastic design -> responsive design, future ready content et al.
I believe the defining word of the coming decade for the web is context: context of the user, context of the available information, context of the delivery structure... one size fits all is on it's way out. I believe that the Luddites holding back the spreading power of context are the Search Engines, especially Google: thou shalt not deliver unto him other than what you deliver unto GoogleBot... Sorry, but that is not the future of information delivery.