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Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
Measuring Local Search - Search Marketing Insights 2010 Indenty
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Measuring Local Search - Search Marketing Insights 2010 Indenty

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Presentatie gehouden in het Planetarium in amsterdam zuidoost tijdens de eerste Search Marketing Insights georganiseerd door Indenty. …

Presentatie gehouden in het Planetarium in amsterdam zuidoost tijdens de eerste Search Marketing Insights georganiseerd door Indenty.
Onderwerp; measuring local search:

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  • SEO Consultant Barcelona, The Netherlands
  • Search landscape, search out in the open
  • Universal / blended search.
  • 20%-40% search phrases are local 97% procent mensen zoekt ooit lokaal Aankoopintentie hoger online 90% aankopen vind offline plaats. Maar 40% orienteert online
  • Maps example universal search
  • Maps example universal search
  • #1 register LBC Manual verification Whitelisting / Bulk Upload
  • #1 register LBC Manual verification Whitelisting / Bulk Upload
  • challenges
  • Conversion funnel
  • KPI: conversion rate
  • Track everything
  • Accountability Coupons Separate campaign phone numbers (not advised, local SEO, citations mess up) Instore survey ATTRIBUTION!
  • Vanity URL URL tagging
  • Visitor behaviour
  • Visitor behaviour
  • Visits per mobile (GA)
  • Offline conversions
  • 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!
  • example
  • example
  • example
  • Lessons Learned
  • Martijn Beijk SEO & Local Search consultant
  • Transcript

    • 1. Search Marketing Insights Measuring Local Search
    • 2.
      • Martijn Beijk
      • SEO & Web Analytics Consultant
      • http://www.onetomarket.nl
      • http://www.martijnbeijk.com
      • Local Search Optimization voor o.a.:
    • 3. What, where? Local Search Hoe rank ik? Hoe meet ik? Welk inzicht krijg ik?
    • 4. Search
    • 5. Universal Search
    • 6.
      • 20% - 40%
      • Zoekopdrachten
      • zijn lokaal
      • 40% orienteert online, 90% koopt offline
    • 7.  
    • 8.  
    • 9. #1: Je bedrijfslocatie claimen via Google Places
    • 10. Top tips voor Google Places:
      • Gebruik je bedrijfsnaam ( Richtlijnen Google naleven! )
      • Kies de juiste categorien
      • Reviews ( in je niche! )
      • Citaties ( Waar wordt je bedrijf genoemd op internet? )
      • Google MyMaps ( User Generated Content ) steeds populairder
      http://www.davidmihm.com/local-search-ranking-factors.shtml
    • 11.
      • Meten van ROMI
      • MAAR
      • Offline conversie
      • Moeilijk te meten
      Uitdagingen
    • 12. Conversietrechter 3. View Product 4. Add to Basket 5. Start Order 6. Conversion 2. Search Product 1. Visit store
    • 13. KPI : Conversiegraad
    • 14.
      • Organisch verkeer (SEO)
      • Inclusief blended search resultaten!
      • PPC (Adwords, Yahoo/Bing)
      • Display Advertising
      • Affiliate
      • Email
      • Direct
      • Referral (betaald, Twitter, FeedBurner, etc)
      Probeer zoveel mogelijk te meten!
    • 15.  
    • 16. Vanity URL 301 Redirect Tracking parameters http://bit.ly/rwsWj Campagnes effectief meten
    • 17. Afwijkend gedrag t.o.v. gem. Bezoekers gedrag
    • 18. Duidelijk lokale intentie Doelwaarde toekennen Bezoekers gedrag #2
    • 19. Google Analytics – visits vanaf mobile
    • 20. Offline conversies
    • 21. “ How we doin ’ ? ” “ Same as always. ” “ That bad, huh? ”
    • 22.
      • Coupons (onsite, Google Maps, 4sq)
      • Inkopen 0800/088 telefoonnummers
      • Surveys
      Accountability
    • 23. Niet alle waarde aan de laatste klik toekennen Crack the customer Journey to conversions
    • 24. Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket Local Intentie, Werkelijk? Voorbeeld: Local Search, meerdere bezoeken
    • 25. Voorbeeld: Last visit Local Search, Offline Conversie ? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket Offline conversie? Werkelijk?
    • 26. Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket Voorbeeld: Local intent, first visit conversion Conversie bij eerste bezoek
    • 27. Voorbeeld: Local intent, conversie bij eerste bezoek #2
    • 28.
      • Aanmelden Google Places
      • Probeer zoveel mogelijk te meten
      • Gebruik het taggen van URL ’ s
      • (Latente) Offline conversie
      • ( 90% aankopen vind offline plaats.
      • 40% orienteert online )
      • Conversion attributie
      • Definieer een waarde aan offline verkopen
      Wat hebben we gehoord?
    • 29. Martijn Beijk SEO & Web Analytics Consultant m.beijk@onetomarket.nl Twitter.com/martijnbeijk Onetomarket, +31 26-3521870

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