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7 Local Web Marketing Infographics To Overload Your Brain

The infographic is the art form of choice for illustrating complex data in a way that often makes the case that yes, the data is in fact complex. As we all know, the world of local online marketing is uber-complex. With that in mind, I offer you the best of the local search infographics to help you make sense of this world that often defies sense. Feel free to drop these in your next strategy presentation:

1. The Daily Deal Stack

Presented at SXSW by James Moran, CEO of Yipit, a daily deals aggregator. According to James:

Many layers have formed in the stack between merchants and consumers of Daily Deals. The largest players attempt to serve both merchants and consumers, while new players focus on dedicated constituencies or act as intermediaries. This was inspired by a slide by Terence Kawaja (warning – this slide will induce headaches and possibly temporary coma) detailing the display advertising landscape, which serves as a useful analogy to how the Daily Deal market is evolving.

2. Local Deal Behavior

Excerpted from a larger infographic from The Deal Map on how the local deal aggregation service has grown over the past six months. Newsflash: apparently local shoppers like coffee:

Helping keep America caffeinated with more than 649,792 milligrams of caffeine from free coffee coupons at 7 Eleven.

3. Web Equity Of A Local Business

Offered up by Mike Blumenthal via a post about Owning Your Local Web Equity. From the post:

SMBs are trying to make a decisions amidst the buzz as to where to focus their on-line efforts. The goal of this infographic was to provide a foundation for that understanding from the perspective of long term investment in their marketing efforts. It is not so much a guide to those marketing priorities as it is a guide to understanding the trade offs in loss of control as you move your efforts onto the platforms controlled by others.

4. Small Business + Social Media Use

Jed Williams of BIA/Kelsey uncovered this gem by Postling on his post about SMB & “social presence”*:

…to be socially engaging, local businesses and media companies alike must be both socially present and active. In other words, just stepping out on a platform and claiming a profile page won’t cut it. This idea begs several questions, though. How do you define “active”? Are there data to support this assertion? And how much is too much?

…those who post on social networks 8+ times per week draw an average of 10.3 comments per day. By contrast, small businesses falling between one and seven posts per week net fewer than one-half of one comment per day.

5.The Power Of Local Mobile Search

Dan Garfield posted this at the Orange Soda blog:

There were quite a few other interesting stats that we didn’t include. Here’s a few:

  • 73% of online activity is related to local content
  • People that use Facebook on their mobile devices are twice as active on Facebook than their non-mobile counterparts
  • 32% of searchers with internet-capable cellphones search for local business information
  • 60% of smartphone owners search using either their browser or an application

6. The Local Search Ecosystem

This masterpiece by David Mihm from his post A Closer Look at the Local Search Data Providers illustrates how interconnected the various players in local search are including data providers, big local search sites and “secondary” or smaller local search sites:

…search engine marketing experts feel that citations, in other words mentions of your business name and contact details, on these secondary portals are absolutely critical for ranking well in Google Maps. Google spiders all of these secondary portals regularly, so it’s important to make sure your information is correct and consistent EVERYWHERE across the web.

7. The Local Reviews Ecosystem

Yours truly originally posted this on my little local seo blog in response to David’s work.

I have informally surveyed over 20 SMB SEM consultants about their top social media priorities for clients in 2011.  Customer review generation and management was the top priority by a landslide.

As you can see from the above infographic, the review ecosystem is both enormous and complex, and I am sure I have missed several large swaths of services. The definition of a review has changed dramatically since the days of filling out paper Zagat surveys. We now write lengthy novellas about customer service experiences, hover over star rating icons, thumb up and down, tweet 140 characters of restaurant reviews and hit “Like” buttons.

The complexity of The Local Review Ecosystem – from generating reviews (both legitimate and fake) to using them for SEO to interacting with customers in open forums – means those service providers that play a part in the connecting businesses and their customers via reviews have an enormous opportunity.”

Now break out those powerpoints and start blowing some minds!

*Full disclosure – I have a partnership with BIA/Kelsey to provide social media consulting services to its clients

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

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