Local Search Business Case (english) - IAB Search Marketing Thursday


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Local Search Business Case on Search Marketing Thursday. Rederij Lovers Canal Cruises, Amsterdam

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  • Introductie
  • Agenda
  • Wat leren we vandaag?
  • Discover You want your potential customers to find you in the local search engines and Universal Search results.
  • Recover You want to help your current customers by lending them a helping hand in finding your business
  • 20%-40% zoekopdrachten lokaal
  • Reaching the Top
  • Local Search Ranking Factors, David Mihm
  • Model of Ranking Factors, research by Mike Blumenthal and others.
  • Following the everchanging guidelines: Carter Maslan VP of Dev for Google Maps : its like getting a vaccine. it makes you resilient long term. all the spam you are seeing are short term things. We are tackling them and they will be exponentioally cured by exposure to the spam. we are working on spam abatement as a top priority. this will allow us to provide an even beter experience. it has been an all hands effort to accelerate this process.
  • Business Case
  • #1 marketing budget onmeetbaar #2 baten voor de kosten, problematiek oude systeem #3 reserveringssysteem automatiseren #4 personele kosten terugdringen #5 systeem in eigen beheer. Minder commissie uitdragen
  • De eerste partij met deze online presence 10% korting is incentive , mes snijdt aan twee kanten.
  • URL tagging
  • Slide met wat grafiekjes, cijfertjes
  • Slide met wat grafiekjes, cijfertjes
  • Bounce Rate : allerlaagste
  • Learning Points Local intent: zoekopdrachten Offline conversie: niet alles is meetbaar door local intent Schakel snel: door lage drempels en veranderende guidelines actie nodig
  • Local Search Business Case (english) - IAB Search Marketing Thursday

    1. 1. Business Case Local Search
    2. 2. <ul><li>Martijn Beijk </li></ul><ul><li>SEO & Local Search Specialist </li></ul><ul><ul><li>http://www.onetomarket.nl </li></ul></ul><ul><ul><li>http:// www.martijnbeijk.com </li></ul></ul><ul><li>Local Search Optimization for: </li></ul>
    3. 3. <ul><li>What is Local Search? </li></ul><ul><li>Why Local Search? </li></ul><ul><li>Ranking Factors </li></ul><ul><li>Business Case </li></ul><ul><li>Lessons Learned </li></ul><ul><li>Take aways </li></ul><ul><li>Questions? </li></ul>
    4. 4. <ul><li>What is Local Search? </li></ul><ul><li>Why is Local Search important? </li></ul><ul><li>How to start a successful Local Search campaign </li></ul>
    5. 5. Search
    6. 8. Universal Search
    7. 9. Universal Search Heatmap <ul><li>Results in regular SERPs </li></ul><ul><li>Elements located in heat-map </li></ul><ul><li>Affects click-through rate (CTR) </li></ul>
    8. 11. Discover
    9. 12. Re-discover
    10. 13. <ul><li>20% - 40% </li></ul><ul><li>Search Queries </li></ul><ul><li>are local </li></ul>
    11. 14. Reaching the top
    12. 15. http:// www.davidmihm.com / local-search-ranking-factors.shtml
    13. 17. <ul><li>Google </li></ul><ul><li>Guidelines </li></ul>
    14. 18. Business Case
    15. 19. Lovers Canal Cruises http://www.lovers.nl
    16. 20. Problem: <ul><ul><li>Over 50% of </li></ul></ul><ul><ul><li>Marketing budget is immeasurable! </li></ul></ul>
    17. 24. Challenge
    18. 25. <ul><li>Goals : </li></ul><ul><ul><li>Increase visibility </li></ul></ul><ul><ul><li>Sell more tickets </li></ul></ul><ul><ul><li>Reduce costs </li></ul></ul><ul><ul><li>Earn to spend </li></ul></ul>
    19. 26. Meerdere kanalen Multi channel approach
    20. 27. Starting a successful campaign
    21. 28. Measuring campaigns
    22. 29. Statistics <ul><li>Local </li></ul><ul><ul><li>Bounce rate 35 % lower </li></ul></ul><ul><ul><li>Time on Site 40% higher </li></ul></ul><ul><ul><li>Visited pages 10% higher </li></ul></ul>
    23. 30. Statistics (ROI) <ul><li>Local </li></ul><ul><li>PPC </li></ul>
    24. 31. KPI : Conversionrate E-commerce
    25. 32. Target: conversion!
    26. 33. Choosing the right Landingspages
    27. 36. Lessons learned <ul><li>Local Intent </li></ul><ul><li>Offline conversion </li></ul><ul><li>React quickly! </li></ul>
    28. 37. Take aways <ul><li>Direct start </li></ul><ul><li>Low costs </li></ul><ul><ul><li>Even with many storefronts (whitelisting) </li></ul></ul><ul><li>High visibility </li></ul><ul><li>High Return on Investment! </li></ul>
    29. 38. Questions? <ul><li>http://twitter.com/martijnbeijk </li></ul><ul><li>http://twitter.com/onetomarket </li></ul><ul><li>http://www.martijnbeijk.com </li></ul><ul><li>http://www.onetomarket.nl </li></ul><ul><li>mail: [email_address] </li></ul><ul><li>+31 (0)26 - 3521870 </li></ul>