Tactical Search: Local

1
Tactical Search Local Mobile Search

• Ian White, CEO, Urban Mapping Inc.

2
About Urban Mapping

• Geospatial data to enrich local content
  intersection of direct/interactive marketing and
  GIS with a healthy dose of user-led design
• Products aggregated database of informal space
  (neighborhoods), normalized database of mass
  transit (subway) systems, novel geotargeting
  platform
• Customers Major portals and IYPs

3
The Opportunity in Local Search

• 40 queries inherently local
• 5 search terms use city and/or state
• 2 search terms use informal space (ie
  neighborhoods)
• .05 search terms use ZIP

Source leaked AOL search data sample,
3/1/06-5/31/06, UMI Analysis
4
IP-based Geotargeting Sucks

• Load balancers, dynamic IPs, proxy servers (think
  AOL dialup/Dulles, VA)
• Geo IP good for anti fraud, regional content
  serving
• Service area misrepresentation
• Defined service area (DMA, etc)
• Auto dealer, Hardware store are all
• service areas the same?
• Other
• Accuracyat country level?
• Where you are v. where you want to be (vacation
  planning)

5
Geographic Keywords Have Arrived

• Design campaigns around user behavior
• Natural and paid
• Aggregate and conquer
• Admin boundary (ZIP, county, city, state)
• POIs (churches, schools, parks, cultural
  attractions, transit hubs, neighborhoods)

6
How Location Aware Are You?

• Know the ways
• Thumb
• WiFi
• A-GPS
• Cell ID
• GPS
• Understand the tradeoffs
• Power consumption
• Time-to-fix
• Accuracy

7
Fin
Ian White Urban Mapping Inc. ian_at_urbanmapping.com