caribguy - 12:07 am on May 23, 2010 (gmt 0)
Authoritative destination sites need to continue doing what they do best: provide well researched and timely destination info. Rather than trying to be all things to all people, they should focus on a well defined niche and beat G's wooly pants in their segment.
I've heard it referred to as "Local is not a 1,000 pound Gorilla, but 1,000 one pound Chimps..."
Here's a controversial statement for you: the 'casual' searcher is just a waste of traffic. Destination sites should focus on unique content, garner the reader's trust and provide the ability to make transactions outside of the 'big brands' - it's a pretty scattered market out there, tons of growth potential in areas that G will never be able to touch...