It’s nearly that time…I don’t think I’ll be posting much over the break, so here’s what probably amounts to my final post for 2012. Looking back over close to 100 blogs throughout the year it’s striking (to me anyway) just how much happens in our space and how much that impacts the real world around us.
This year we have seen mobile usage and commerce explode worldwide but especially in the US. We typically lag the front runners by a year or two and this year mobile finally made it happen. Over all mobile search volume went from less than 10% to (by some reports) closer to 25% of traffic and it’s possible that mobile will outstrip desktop next year..a full year earlier than expected. At the same time local traffic grew dramatically. That’s perhaps not that surprising given the growth in mobile, but as the guys who have been saying that local is the next big thing I take a certain amount of satisfaction in the 30-50% local intent query numbers we are seeing.
2012 saw the reshaping of social after the debacle of the Facebook IPO. There is still a lot of opportunity in social and more recently there has been some encouraging data on how social may eventually monetize. What I find most intriguing is the idea of using social signals from the relatively few who do engage socially with a product or service to generate a profile of what a customer might look like then target that potential customer in volume through search and social media….it’s complicated and sometimes slightly creepy stuff.
In 2012 Google continued to rule supreme in spite of multiple assaults for “evil” behavior at home and abroad. As I type the FTC is wrapping up it’s investigation into Google and it looks like big G will skate unharmed on their home turf, they may yet have a tougher job convincing their tougher critics in the EU. I feels like almost every day there is some new announcement or development which makes out engagement with the real world as expressed through the virtual world of search and mobile deeper, richer and sometimes scarier.
The world we serve, that of driving new clients to huge numbers of local businesses through search and all kinds of new media has become both more exciting and much more complicated. Given the plethora of media the choose from (search, SEM,SEO, social, local display and mobile to name but a few) and the continued decline of traditional media it’s becoming almost impossible for the average SMB to navigate that complexity. We solve for that by using all those new media on a massive scale to drive the high quality leads the local businesses need. We spent much of 2012 developing the machines needed to make that happen reliably and at scale, 2013 will be the year that hits big.
On the grander scale our industry has enabled revolution and reform and has been attacked by tyrants around the world. We have created enormous amounts of new wealth (and destroyed quite a bit with Facebook). Search is becoming pervasive and in some ways invasive. The mobile device is becoming the prime way of engagement for many more activities and with recent developments in both Apple and Android location based commerce (L-Commerce) will likely become ubiquitous in 2013 changing our world yet again.
For my self, on Leap Day I married my last and final wife, saw my oldest son graduate college and working with our team of hard working, inspired and inspiring people we reshaped our business to lead the upcoming local revolution. I trust your year was equally happy and productive. I wish you and yours a wonderful Holiday Season….Merry Christmas to all…. and to all a good night.