Local Search Could Have A New Meaning Soon

Google launched a new outdoor marketing campaign in London. They are taking Google marketing and local search offline to reach consumers as they go about their daily lives. Google placed electronic displays in 160 bus stops and underground stations in London. These digital displays look like the face of a smartphone but are extremely large and captivating. Using Google Now technology, the company will have the images constantly changing in anticipation of what consumers need and what they may be looking for.

Connecting to Local Search

This is an interesting twist on helping people and businesses connect through a local search. For example Google may pull up data on businesses, restaurants, entertainment venues, transportation and more to display to people passing by. This creates a unique opportunity for local businesses to tie up with Google marketing efforts in an attempt to attract new customers. Think of it as a constantly changing digital reader board. Only this time it has high quality graphics, a modern feel, and the efficiency of Google.

The company has made a name for itself by being able to provide high quality data to consumers exactly when they need it. By understanding search patterns, the company is able to anticipate consumer needs.These new digital displays will attempt to do the same thing by anticipating what someone might type into a local search if they were on their smart phone at that exact moment in time. How exactly Google will accomplish this is unknown. We do know that local businesses have the opportunity to benefit from the new Google marketing campaign because, for now,there is no additional cost to be featured.

For Small Businesses

Small businesses need to make sure they are listed in Google’s local directory, have active Google+ profiles, and have a website that contains relevant content and key words to what they do and how they help people. Having a high quality website, social media presence, and ad campaign will make you more relevant in a local search and more likely to be included in one of these digital displays s in the future.

Google has not yet announced which city they will go to next. The “Google Outside” campaign may run in London for a while before the company announces its full intent. One thing is clear. Google is no longer content to stay inside your computer or smart phone. As they expand offline they will continue to grow in relevance, making it even more important to be listed in their local business directory.