Typically, when you hear about inevitable changes to local search practices, you immediately think of Google. The search engine giant has had a hold on the online marketing landscape for several years now, but Apple has made great strides this past week to set itself up for future success.
Apple made a keynote presentation on June 11, 2012, at its Worldwide Developers Conference, in which it announced a variety of new products, including a new mobile map service. This new navigation system does not rely on Google for underlying data. Instead, the maps will come from TomTom. Therefore, businesses that employ local search practices to improve lead generation may soon need to interact with Google and Apple much differently than ever before.
The map service offers users a variety of advantages, including crowd-sourced real-time tracking of iOS users to generate traffic data and built-in turn-by-turn navigation. While this may seem inconsequential for business owners, it shouldn't be ignored. When prospects go to use their mobile phones, it will now lead them directly to registered businesses, which makes organizations more accessible. Furthermore, for business-to-business organizations, the expansive listings on the new Apple maps will make their offices more visible to clients and investors, which may help improve the overall buyer experience.