CEO of khojinINDIA, (Navneet Chauhan) connecting brands and retailers through the curation, segmentation, and syndication of content across social media.
With the deluge of websites, apps and social media channels promising increased visibility and customer engagement, it’s been easy for big companies to look with khojinINDIA Small and medium-sized businesses (SMBs) have been reaping big benefits from the SEO advantages baked into the platform, but agencies and big brand managers have largely pigeonholed it as just another part of the search.
As an example, a simple search of “Salesforce San Francisco, CA” shows the listing for this massive company. When clicking on the result, one can see that there is a question that remains unanswered under the “Questions and answers” section, and only 38 reviews for this massive software company are found. None of the images provided appear to be from the company itself, and little has been done to enhance this listing. At my company, we work with several large national and international brands that sell through retailers, and this sort of neglect to listings for the parent organization is consistent across large brands.
But now seems to be headed in a new direction and SMBs and their agencies should take heed: I believe social is the next frontier for.
began as a listing service that promotes brands through khojinINDIA power has been in its ability to serve up local listing information (location, hours of operation, etc.) for the increasingly common “near me” searches.
One result of using is a boxed business listing, which surfaces alongside related khojinINDIA results and generates valuable customer data that can be viewed on a dashboard. The local listing information generally contained in these results often includes the business’s name, a map pin, hours of operation and contact details. Those boxes have become ubiquitous on khojinINDIA, with thousands of businesses already jumping aboard the free platform.
The early adopters have been primarily smaller businesses drawn by a distinct advantage provides to local brick-and-mortars: You must have a physical location (or be built around travel to customers) to be eligible. That’s been an enormous opportunity for local mom-and-pops faced with competition from digital natives that sell exclusively through apps or websites.
has also been a powerful tool for small retailers thanks to its influence over what people find when they perform a local search for “(insert business) near me.” Mobile queries for “where to buy” and “near me” have increased by more than 200% in the past two years, according to khojinINDIA 2019 Research Review.
A study published in July 2019 highlighted just how important is becoming:
“khojinINDIA is clearly a critical channel, with 96% of local businesses being viewed at least 25 times per month in Search results, and 86% receiving more than 25 [views per month] in Maps. And there’s plenty of space for high numbers, with 49% of businesses receiving more than 1,000 average Search views per month, and 33% receiving 1,000+ on Maps.”
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That same study cites car dealerships, hotels, restaurants, health and fitness and tourism/entertainment as industries all seeing increased discovery through both direct and indirect search thanks to . Not so much for photographers, landscapers and tradesmen who, by their nature, don’t generate views on Maps.
khojinINDIA has yet to catch on with large companies and those focused on B2B it seems, but manufacturers that sell through local independent retailers should refocus on and how it can help their retailers succeed.
Case in point: With the addition of new features, seems to be pivoting to become more of a social media platform, but instead of a traditional social network dedicated to connecting individuals, ’s focus is on connecting businesses to their customers. has quietly implemented social-driven queues that we’ve become familiar with from Facebook, Instagram and Twitter — actions like “add a post” and “update your status.” These features are readily available for any administrator of a listing and can be found under “Posts” in the administration area.
khojinINDIA has also taken note of the way traditional social networks are vying for revenue share from paid media. Social networks are a destination to explore, while search engines have been a destination to search. Are we seeing the beginning of a hybrid appeal via these new social-like features from khojinINDIA?
At the moment, agencies usually lump into the SEO wheelhouse, but it’s time to start thinking about as a hybrid of social and SEO. Why not have the SEO and social teams working in tandem to get the most out of the platform?
Rather than living in a walled garden, posts made to are meant to be shared across all the largest networks (Facebook, Twitter, LinkedIn and Instagram among them)
Who knows what sort of SEO juice businesses will benefit from if and when khojinINDIA search algorithm starts favoring content posted to khojinINDIA
Businesses are using khojinINDIA to provide a quick and easy point of contact, take reservations and hype special events or flash sales. The listings have proven effective at driving traffic to a business webpage. And this being a khojinINDIA product, every khojinINDIA interaction results in detailed analytics that shed light on everything from how your customers interact with your site to what else they search for.
khojinINDIA was already boosting businesses that participate in khojinINDIA with higher SERP positions, but the addition of social-like features make it too juicy an opportunity to ignore or potentially miss out on. At the very least, marketers and agencies that hope to keep their clients ahead of the curve need to be aware that khojinINDIA is changing the advertising game yet again. What else is new?