Local Search & Web Analytics SMX Advanced London 2011

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My presentation at SMX Advanced London 2011 about Local Search and Web Analytics. focussing on changes in the tracking methods that have been used so far and what techniques or considerations you must be aware of in order to fully understand your local search traffic behaviour.

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Local Search & Web Analytics SMX Advanced London 2011

  1. 1. What’s New inLocal & MobileInsights from visitor behaviourPresented by@martijnbeijk Credit: http://www.flickr.com/photos/dimitratzanos/5466014504/
  2. 2. Martijn BeijkSEO & Web Analytics Consultant5 years of international experience in online marketing International speaker, blogger, writer, lecturer atuniversities in the Netherlands.Maximizing traffic and conversions a.o.
  3. 3. What, where?Tracking Google PlacesCaveatsRethinking Tracking StrategiesAttributionQ&A
  4. 4. In order to do business effectively on the web you need to refine and optimize
  5. 5. Google Places Dashboard not giving many insights
  6. 6. Google Places Dashboard not giving many insights
  7. 7. Starting a successful campaign Traditional campaign tracking in Google Places• Enter your URL using campaign parameters• Or using a vanity URL with 301 redirect Tracking URL? medium=places
  8. 8. Starting a successful campaignWhat then happened Google Estate (mobile users!) Where is that tracking URL? Now attributed to ‘organic’ in GA
  9. 9. Dig Deeper:New or alternative strategies necessary• Segments using customVar based on referrer keyword• Segment on visitors that visited local pages (e.g. contact, itinerary)• Segment visitors that visited Store Locator pages.• Detect behavioral differences
  10. 10. Attribution
  11. 11. Attribution toolsMulti Click attribution will be available in Google Analytics • Limited to 30 daysYou can use GA custom scripts • Create unique identifier for visitor • Store it in a search string • Set GA to monitor search parameter • Parameter contains the multi touch path.
  12. 12. Example: Local Search, multiple visit Local Intent, Really?Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  13. 13. Example: Last visit Local Search, Offline Conversion? Offline conversion? Really?Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  14. 14. Martijn BeijkSEO & Web Analytics consultantm.beijk@onetomarket.nlTwitter: @martijnbeijk
  15. 15. Image credits: Take awaysFrontpage infographic:http://www.flickr.com/photos/dimitratzanos/5466014504/Fox:http://www.flickr.com/photos/insightimaging/5061204560/Google Places gap:http://englisheffect.com/

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