Shiny Objects may be Closer than They Appear

With so much innovation happening in local search (new algorithms, new interfaces, new products, and new platforms) it's easy to get distracted by shiny object syndrome, and hard to wrap your mind around what all the change adds up to. What signals is Google still using, post-Pigeon? How should I be using Facebook? Do I even bother with Apple Maps? David will synthesize the broad trends in local online marketing over the last three years, prioritizing the tactics worth paying attention to and the ones to stop wasting time on.