Optimizing for Local

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Presented at SIP event in Toronto March 21, 2011

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Optimizing for Local

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

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