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Optimizing for Local

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Presented at SIP event in Toronto March 21, 2011

Presented at SIP event in Toronto March 21, 2011

Published in: Business, Technology

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  • 1. Search & LocalBring it all Together with Measurement
    March 21, 2011
    Alan K’necht
    President/Founder K’nechtology Inc.
    alan@knechtology.com
    @aknecht
  • 2. About K’nechtology
  • 3. About Me
    Providing Internet/Web Consulting Service since 1995
    Always heavily focused on measuring success
    Internationally published /interviewed by many publications
    Authored “The Last Original Idea – A Cynics’ View of Internet Marketing” – October 2010
  • 4. Search & Local
  • 5. In the Beginning
    Location was everything!
  • 6. Then
    Location was everything + right neighbourhood!
  • 7. As time went buy…
    Location was everything + Neibourghood + Signage!
  • 8. Society Searched for Convenience
    Location was everything
  • 9. Then Along Comes the Internet
  • 10. With Internet What’s Important
    Location is everything!
    Must be top of search results
    Location is everything + right neighbourhood
    Various directories & locations points for contact
    Location is everything + Neibourghood + Signage
    On-line ads & messaging
  • 11. Local in 2011
  • 12. Local in 2011
  • 13. Google Places
  • 14. So What Do You Need To Do? SEO?
    In 1998
    Be local but think global
    2011
    Be global but think local
  • 15. So What Do You Need To Do? SEO
    Claim you business in Google Places
    For each business location
    Encourage clients/customers to post reviews
    Register with industry review sites (i.e. Yelp) that provide local information
    Be a local area of expertise and provide unbelievable customer service
    Register each location with Foursquare
    Offer incentives to participants
  • 16. Bring it all Together with Measurement
  • 17. Remember to Measure & Monitor
  • 18. Measuring Success
    Implement web analytics
    At a minimum Google Analytics (it’s free)
    Based on the goals of site might need something more advanced
    If Business get’s lots of calls from its website?
    Implement a call tracking solution
    If offering specials - implement a trackable coupon mechanism
    What site did they get it from
    Measure downloads to conversions
    Track back redeemed coupons to marketing source
  • 19. Measuring Success
    Use all analytic tools at your deposal
    Google Places provides a monthly summary of activity
    Look at detailed referrer reports from your analytics
    Where permissible tag referring URLs with tracking codes
    Twitter post
    Facebook updates
    Directory listings
    Etc.
    For General SEO & Paid traffic implement call tracking
    Google Places does not allow call tracking
  • 20. Google Places Info
  • 21. URL Shorter Reports
  • 22. Some Common KPI for SEO & Local
    $/Visit (Revenue per visit)
    Interactions/Visit
    Visits/Download (ie coupons)
    Visits/Registrations
    Visits/Calls
    Likes per post
    Avg. Click-throughs per Tweet
    RT per Tweet
    Are These numbers good or bad?
  • 23. SEO & Analytics area Team Effort
    Get Everyone Involved
  • 24. Local
    Visitor
    On-Site
    Off-Site
    OrganicSearch
    Buy
    Calls
    ?
    PPC
    Download
    Store
    Visits
    Other
    Register
    Other
    Analytics
  • 25. Thank You!
    Alan K’necht - K’nechtologyInc.
    www.knechtology.com
    Follow me on Twitter @aknecht
    Learn more about the history ofInternet Marketing & get a copy of “The Last Original Idea”