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The Cult of Local Search Needs a Compound
November 16, 2005
Ok, at least it's not the same crackpot local-search-explodes-beginning-next-month mythology we've become used to like failed Seinfeld spin-offs. But you have to wonder what kind of local The Kelsey Group was smoking when they made this prediction:
THE ANNUAL VOLUME OF LOCAL commercial searches could surpass 20 billion queries during 2006--roughly 20 percent of total Web search, according to a new forecast by research firm The Kelsey Group.
20% of total search would indeed be fertile ground from which to erect the local compound, yet Kelsey (the Group, not Grammer) acknowledges something doesn't mesh currently with their rosy prediction:
At the same time, spending on locally targeted search ads accounts for just $500 million of the $7 billion market projected by the end of 2005.
When oh when will the true local search faithful be delievered? What say ye, Kelsey?
...local search ad spending lags because advertisers haven't worked out the logistics of making efficient buys.
Ah, logistics. Doesn't that get us all in the end?
see all posts by John Lustina
posted by John Lustina at November 16, 2005 05:09 PM
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