Onetomarket at SMX Advanced London - The art of measuring local & mobile search results by Martijn Beijk

The art of measuring Local and Mobile Search Results

Martijn Beijk • SEO & Local Search Specialist http://www.onetomarket.nl (.com) http://www.martijnbeijk.com •Local Search Optimization for:

What, where? Local & Mobile Search Challenges Measuring Multi-touch tracking Conversion attribution Results Take aways

Search

20% - 40% Search Queries

Universal Search

Starting a successful campaign #1: Registering your business

Mobile & Location Based Services

Challenges •Measuring ROMI BUT •Offline conversions •Difficult to measure

Solution

Mobile Titel PPC Maps SEO Conversion Direct Affiliate Referral Newsletter

Titel Or what actions does it take for a visitor to convert?

1. Visit store

1. Visit store 2. Search Product

1. Visit store 3. View Product 2. Search Product

1. Visit store 3. View Product 2. Search Product 4. Add to Basket

1. Visit store 3. View Product 5. Start Order 2. Search Product 4. Add to Basket

1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket

1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel

KPI: Conversionrate

Track everything •Organic traffic (SEO) •Including blended search results •PPC •Display Advertising •Affiliate •Email •Direct •Referral (paid, Twitter, FeedBurner, etc)

Measuring campaigns Effectively Vanity URL 301 Redirect Tracking parameters

Visitor Behaviour Different behaviour

Visitor Behaviour #2 Statistics Clear assign a goal value Local Intent

Google Analytics – visits per mobile

Offline conversions

1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel

“How we doin’?” “Same as always.” “That bad, huh?”

Accountability

Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers

Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO)

Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO) •Instore survey

Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO) •Instore survey •Attribution!

Example: Local Search, multiple visit Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

Example: Local Search, multiple visit Local Intent, Really? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

Example: Last visit Local Search, Offline Conversion? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

Example: Last visit Local Search, Offline Conversion? Offline conversion? Really? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

Example: Local intent, first visit conversion Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

Example: Local intent, first visit conversion Conversion at First visits Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

Example: Local intent, first visit conversion #2

Results! Why, man, I have gotten a lot of results. I know several thousand things that won’t work. Thomas A. Edison

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!)

Martijn Beijk SEO & Local Search consultant m.beijk@onetomarket.nl Twitter.com/martijnbeijk Onetomarket, +31 26-3521870

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Onetomarket at SMX Advanced London - The art of measuring local & mobile search results by Martijn Beijk

by Onetomarket: Arnhem, Barcelona, Berlin & Madrid on May 20, 2010

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Onetomarket at SMX Advanced London - The art of measuring local & mobile search results by Martijn Beijk — Presentation Transcript