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

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Notes on slide 1

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

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

Favorites, Groups & Events

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

Business Case Local Search
- Martijn Beijk
- SEO & Local Search Specialist
- Local Search Optimization for:
- What is Local Search?
- Why Local Search?
- Ranking Factors
- Business Case
- Lessons Learned
- Take aways
- Questions?
- What is Local Search?
- Why is Local Search important?
- How to start a successful Local Search campaign
Search
Universal Search
Universal Search Heatmap
- Results in regular SERPs
- Elements located in heat-map
- Affects click-through rate (CTR)
Discover
Re-discover
- 20% - 40%
- Search Queries
- are local
Reaching the top
http:// www.davidmihm.com / local-search-ranking-factors.shtml
- Google
- Guidelines
Business Case
Lovers Canal Cruises http://www.lovers.nl
Problem:
Challenge
- Goals :
Meerdere kanalen Multi channel approach
Starting a successful campaign
Measuring campaigns
Statistics
- Local
Statistics (ROI)
- Local
- PPC
KPI : Conversionrate E-commerce
Target: conversion!
Choosing the right Landingspages
Lessons learned
- Local Intent
- Offline conversion
- React quickly!
Take aways
- Direct start
- Low costs
- High visibility
- High Return on Investment!
Questions?
- http://twitter.com/martijnbeijk
- http://twitter.com/onetomarket
- http://www.martijnbeijk.com
- http://www.onetomarket.nl
- mail: [email_address]
- +31 (0)26 - 3521870