Local Search Cape Cod

Google Maps Evolution Impacting Local Cape Cod Advertisers

Google's recent changes to its popular "Maps" section is creating quite a stir on the Cape. We know of several local contractors who were previously in the Google Maps Top Ten and have now dropped down out completely. Apparently the change in Maps listings from 10 to 7 or 3 , was accompanied by changes in the local search algorithm. We've noticed the merging of different accounts listed in the same geographic area. For instance, Clover Landscaping located at 92 Davis Straits Rd Falmouth, was merged with Clover Monuments (same address) despite the fact that the businesses had different phone numbers, urls etc. The recent announcement of Google Social Search and therefore social media results more frequently showing up on search results, portends more changes in the near term. First page Google search results seem to be increasingly paid search results as the valuable local search space becomes more difficult to penetrate. Some sort of local ad option, in addition to Adwords, also appears to be in the offing. How has your business been affected ?

Cape Cod Business Changes

Seems like every print media outlet on Cape Cod is sponsoring a social media and/or Internet advertising seminar. The Cape Cod Times brought in heavy hitters from Borrell Associates and the Hyannis Chamber of Commerce featured Capecod.com reps presenting the basics on Internet search optimization etc.It is clear that there is interest on the part of "early movers" but the likelihood is that those who need it the most will continue to procrastinate, bogged down by the day-to-day responsibilities  of their business and/or cajoled by their yellow pages, Cape Cod Broadcasting, Cape Cod Times etc. rep. to use them for their online/print advertising bundles.

The evidence of business owner behavior change is rampant. The Yellow Pages of Cape Cod is down over 30% in ad pages from previous years edition. Idearc/Verizon is down less in part due to heavy incentives. Yellowbook is reported to have pulled their field reps and gone to a telephone sales group for the Cape market. The Cape Cod Times ad space is down as circulation dwindles however they seem to be doing better than larger metro newspapers. Cape Cod Broadcasting is in Chapter 11 Bankruptcy reorganization and their online site is dated.

Meanwhile, numerous off Cape Internet ad companies are swarming to pick up anticipated new ad revenues: Yodle, Yellowpages.com, Reachlocal, Local Adlink, etc. are all in the hunt as they smell blood. It will be interesting to see if local Internet ad choices are able to keep Cape dollars on the Cape.