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Google’s Local Search Lags Behind other Properties

Posted: July 25, 2006

Want to know where people visit on the Google network? Hitwise has just released updated stats from their visitor tracking.

Source: Hitwise Blog

The first thing I ever look at is Google Maps (formerly Google Local) to see how often people are searching on the maps section for information. Most people visiting this section of Google are either looking for a local business or are looking for directions to locations they already know.

In comparison to local search numbers, Google is still a ways behind, and that could easily be due to how Google leverages their local site search.

Local.Google.com is essentially a location finder with mapping software. To find reviews one has to click on the ‘more’ link, which takes one to a page filled with the references Google has for that business (and possible reviews they’ve found). However, one then has to leave Google completely to really read the reviews, hence, the user is now on another local search property - not Google’s.

In addition, if one doesn’t like the info on the more page and clicks the back button, the entire country is reloaded and searches are not saved.

Yahoo Local is about business information and user reviews with mapping being a feature and not the primary reason for a visit.

MSN Local has driving direction, click to call, integration with Spaces, push pin search saves, and more.

When comparing the social, information, community, review, and usability aspects for local businesses and local search, Google either needs to move from being a strictly algorithmic search engine that utilizes the data from other sites for it’s relevancy or realize in it’s present form, it’s essentially just an interactive map.

Hopefully, they’ll realize there’s more to do with local search. The integration of Google Earth, Blogger, and Google Base, along with some community features would give a much needed face lift to Google’s local search. While that would not be the silver bullet for Google Local, it’ll put them on a path to understanding how users interact with local business information.

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