Is it just me, or does it seem time flies faster in the local search industry? Another year has gone by, with many changes and developments to boot. Here’s a list of my top 10 insights from 2017: 1. Customer data is the new competitive edge SMBs often feel at a competitive disadvantage compared to larger companies who benefit from scale at every level, including the purchase of search advertising or other marketing services. Data is helping even the playing field as it emphasizes quality over quantity. Better data resulting in better targeting means that local businesses experience lower costs, higher conversion rates and greater ROI. And while targeting is not a new strategy, what’s new is the access to and quality of data. Just as the price of technology drops with increased adoption, data will be cheaper, more accurate and more insightful. The Internet of Things (IoT) is driving growth in data much faster than what could be achieved by Search Engine Land Source
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