Measuring local & mobile search results, the art of - by Martijn Beijk at SMX Advanced London

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  • SEO Consultant
    Barcelona, The Netherlands

  • Search landscape, search out in the open
  • 20%-40% search phrases are local
  • Universal / blended search.
  • #1 register LBC
    Manual verification
    Whitelisting / Bulk Upload
  • Maps example universal search
  • Location based services like 4sq, gowalla, feest.je, yelp checkins and soon, facebook?
  • challenges
  • visibility
  • accountability
  • What action does a visitor take
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • KPI: conversion rate
  • Track everything
  • Vanity URL
    URL tagging
  • Visitor behaviour
  • Visitor behaviour
  • Visits per mobile (GA)
  • Visits per mobile (GA)
  • Visits per mobile (GA)
  • Offline conversions
  • Conversionfunnel. But what about offline?
  • Starwars quote
  • Accountability
    Coupons
    Separate campaign phone numbers (not advised, local SEO, citations mess up)
    Instore survey
    ATTRIBUTION!
  • Accountability
    Coupons
    Separate campaign phone numbers (not advised, local SEO, citations mess up)
    Instore survey
    ATTRIBUTION!
  • Accountability
    Coupons
    Separate campaign phone numbers (not advised, local SEO, citations mess up)
    Instore survey
    ATTRIBUTION!
  • Accountability
    Coupons
    Separate campaign phone numbers (not advised, local SEO, citations mess up)
    Instore survey
    ATTRIBUTION!
  • Accountability
    Coupons
    Separate campaign phone numbers (not advised, local SEO, citations mess up)
    Instore survey
    ATTRIBUTION!
  • example
  • example
  • example
  • example
  • example
  • example
  • example
  • example
  • example
  • example

  • Results quote thomas a edison
  • Lessons Learned
  • Martijn Beijk
    SEO & Local Search consultant

Transcript

  • 1. The art of measuring Local and Mobile Search Results
  • 2. Martijn Beijk • SEO & Local Search Specialist http://www.onetomarket.nl (.com) http://www.martijnbeijk.com •Local Search Optimization for:
  • 3. What, where? Local & Mobile Search Challenges Measuring Multi-touch tracking Conversion attribution Results Take aways
  • 4. Search
  • 5. 20% - 40% Search Queries
  • 6. Universal Search
  • 7. Starting a successful campaign #1: Registering your business
  • 8. Mobile & Location Based Services
  • 9. Mobile & Location Based Services
  • 10. Challenges •Measuring ROMI BUT •Offline conversions •Difficult to measure
  • 11. Solution
  • 12. Solution
  • 13. Mobile Titel PPC Maps SEO Conversion Direct Affiliate Referral Newsletter
  • 14. Titel Or what actions does it take for a visitor to convert?
  • 15. 1. Visit store
  • 16. 1. Visit store 2. Search Product
  • 17. 1. Visit store 3. View Product 2. Search Product
  • 18. 1. Visit store 3. View Product 2. Search Product 4. Add to Basket
  • 19. 1. Visit store 3. View Product 5. Start Order 2. Search Product 4. Add to Basket
  • 20. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket
  • 21. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel
  • 22. KPI: Conversionrate
  • 23. Track everything •Organic traffic (SEO) •Including blended search results •PPC •Display Advertising •Affiliate •Email •Direct •Referral (paid, Twitter, FeedBurner, etc)
  • 24. Measuring campaigns Effectively Vanity URL 301 Redirect Tracking parameters
  • 25. Visitor Behaviour Different behaviour
  • 26. Visitor Behaviour #2 Statistics Clear assign a goal value Local Intent
  • 27. Google Analytics – visits per mobile
  • 28. Google Analytics – visits per mobile
  • 29. Offline conversions
  • 30. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel
  • 31. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel
  • 32. “How we doin’?” “Same as always.” “That bad, huh?”
  • 33. Accountability
  • 34. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers
  • 35. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO)
  • 36. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO) •Instore survey
  • 37. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO) •Instore survey •Attribution!
  • 38. Example: Local Search, multiple visit Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  • 39. Example: Local Search, multiple visit Local Intent, Really? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  • 40. Example: Last visit Local Search, Offline Conversion? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  • 41. Example: Last visit Local Search, Offline Conversion? Offline conversion? Really? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  • 42. Example: Local intent, first visit conversion Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  • 43. Example: Local intent, first visit conversion Conversion at First visits Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  • 44. Example: Local intent, first visit conversion #2
  • 45. Example: Local intent, first visit conversion #2
  • 46. Results! Why, man, I have gotten a lot of results. I know several thousand things that won’t work. Thomas A. Edison
  • 47. Lessons learned & takeaways Take aways •Track everything (whenever possible) •Use campaign tagging •(Latent) Offline conversion •Conversion attribution •Takes time and effort •Offline sales attribution model •Define a value for offline sales • (research!)
  • 48. Martijn Beijk SEO & Local Search consultant m.beijk@onetomarket.nl Twitter.com/martijnbeijk Onetomarket, +31 26-3521870