Jun 28, 2012
Reaction score
How social networks usurp Google’s local search dominance
by Wesley Young, Search Engine Land
June 18, 2018

Google may dominate most results, but not local search: How Facebook and other social networks take a significant share of local search away from Google.

Google claimed that at the end of 2013, it had 540 million monthly active Google+ users. According to SmartInights, quoting data from StaticBrain (paywall), in 2017, it was estimated that only 4-6 million were active. Compare that to almost 1.5 billion daily active Facebook users. In other words, Google’s social media presence is less than 0.4 percent of Facebook’s.

Why social will win local search market share
A Local Search Association study conducted by Burke in 2016 showed that word of mouth or referrals from friends and family was tied with company websites for second place among resources that consumers used to look up or learn about local products and services....

According to Nielsen’s 2015 Global Trust in Advertising study, consumers trusted recommendations from friends far more than any other source.... In the US, 82 percent of respondents trusted recommendations from people they know. For comparison, 66 percent trusted online consumer opinions (reviews), 61 percent trusted branded websites, 49 percent search ads, 47 percent video ads and 39 percent mobile ads. ....

Is it more likely for Google to attract social users or for Facebook to adopt search and commerce into its platform? Based on results to date, Google hasn’t been successful in several attempts at social media. Yet Facebook has incorporated maps, reviews, recommendations and search functions into its platform.

Edge: Facebook.

And it seems that the changes are having their desired effect. A recent study by the social media giant found that two in three Facebook users visited the page of a local business or event at least once a week.

Similar threads
Thread starter Title Forum Replies Date
djbaxter Interesting graphic on reach of social networks Mobile & Social 1
M Google+ Social Network Being Phased Out - Impact on Reviews? Local Reviews 4
V Automatic promotion service in social networks: YouTube, facebook, Instagram etc Recycle Bin 0
Ryans The best and easiest way to manage your social networks. Local Search 0
TonyIsSocial Social Media Network Competitor Comparison Report Tool? Local SEO Tools & Software 1
Scott ClientClicks How to get GMB to show social media icons in knowledge panel? Google My Business & Google Maps 4
quartercheapersigns Social Media for SEO Mobile & Social 5
fpaschoal GMB containing Social Media like (Facebook, Instagram, Twitter...) on Website URL Field Google My Business & Google Maps 2
rayrober Social Media Profiles on the Knowledge Panel Google My Business & Google Maps 8
Colan Nielsen Announcing "Social Poster" from Citation Builder Pro LSF News and Announcements 0
kathleen.rhodes Does anyone have experience with eClincher for posting to GMB (and social sites)? Local SEO Tools & Software 1
Rich Owings Social media tools that push Google Posts out? Google My Business & Google Maps 5
L How-to Set Up Social Accounts for Two-Locations In One-City Recycle Bin 0
djbaxter Best Times to Post on Social Media in 2019 Mobile & Social 1
djbaxter Social sharing a specific post in a thread How To Guides 4
Sergio Borges Looking for White Label Local SEO & Social Media Services? Recycle Bin 0
Tim Colling Social Media Icons in GMB Profile - the recipe Google My Business & Google Maps 6
djbaxter Editing a thread to show a large post image in social sharing How To Guides 0
JoyHawkins Social Icons are Back on Local Knowledge Panels Google News: Important Changes & Features 13
JoyHawkins Looking for White Label Local SEO & Social Media Services? Local Search 14
JoyHawkins Social Sharing Photos Admin Stuff 11
JoyHawkins Re: Social Media Signals and Google August 2018 Core Algo Update? Recycle Bin 0
Garrett Sussman How To Share Online Reviews Proactively Using Social Media Local Reviews 2
Nikos Social Profiles Disappear from Knowledge Panel after Verification Google My Business & Google Maps 6
Digitaldar How to Get Social Media Icons on GMB or Knowledge Box? Google My Business & Google Maps 3
S ? is a free automated service for promotion in 7 social medias Recycle Bin 0
Eric Rohrback Problems Managing Social Media for Clients? Mobile & Social 2
C How-to Set Up Social Accounts for Two-Locations In One-City Local Search 0
Garrett Sussman Does Online Review Management Fall Under Digital or Social? Local Reviews 0
Garrett Sussman The Convergence of SoLoMo (Social Mobile Local) and Online Reviews Local Reviews 0
Garrett Sussman Facebook Reviews: An Underrated Gold Mine for Social Proof Local Reviews 0
Linda Buquet NEW! Social Profile Links & Send to Phone on Google Local Knowledge Graph Google My Business & Google Maps 4
JoyHawkins Local Knowledge Graph Finally Showing Social Icons Google My Business & Google Maps 8
djbaxter Google Again Says We Don't Use Social Media For Ranking Organic SEO 6
JustinB How Buzzfeed Runs Their Social Media Strategy Mobile & Social 2
L Visual Content Tools & Graphic Resources for Local Search, Web Design & Social Local Content 2
Linda Buquet Visual Content Tools & Graphic Resources for Local Search, Web Design & Social Local Content 2
Linda Buquet 6 GEO Specific Social Media Monitoring Tools - Social Media Examiner Mobile & Social 0
djbaxter Do Social Signals Have An Impact on Organic Rankings in Google? Organic SEO 4
D A linking /social strategy to add traffic and customers: Diversify from the Pack Local Search 1
A Changing to Google My Business social media icon from Google Plus Icon Local Search 1
Dustybones How Social Signals Can Impact Rankings Local Search 1
Andy 12 Social Media Marketing Trends for Small Business Mobile & Social 0
Dustybones The Google Scoring Engine: Assigning Rank to Social Signals and the People that Share Local Search 3
Andy How Small Businesses Can Nail Social Marketing Mobile & Social 2
A How social media could be useful in online marketing? Recycle Bin 1
Linda Buquet How Big an Impact Does Social Media Play in Google Local Results? Google My Business & Google Maps 3
djbaxter Social Media Makes Up Nearly A Third Of All Referral Traffic Mobile & Social 6
360 Spin How To Get Google To Show Your Social Accounts In The Knowledge Graph Local Search 12
Linda Buquet Google Local Bulk Users get Social & Multi-Admin Google My Business & Google Maps 2

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert

Top Bottom