Local Search Business Case - 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

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eduardblacquiere, Business Consultant at Outrider (GroupM/WPP), favorited this 4 months ago
Roy Huiskes, Online marketing strategist at Onetomarket, favorited this 4 months ago
Tags search local

Local Search Business Case - IAB Search Marketing Thursday - Presentation Transcript

Business Case Local Search
- Martijn Beijk
- SEO & Local Search Specialist
- Local Search Optimization voor o.a.:
- Wat is Local Search?
- Waarom Local Search?
- Ranking Factors
- Business Case
- Lessons Learned
- Take aways
- Vragen?
- Wat is Local Search?
- Waarom is Local Search belangrijk?
- Hoe een succesvolle Local Search campagne starten
Search
Universal Search
Universal Search Heatmap
- Resultaten in normale SERPs
- Elementen in heat-map
- Beïnvloedt click-through rate
Ontdekken
Vinden
- 20% - 40%
- zoekopdrachten
- lokaal
Reaching the top
http:// www.davidmihm.com / local-search-ranking-factors.shtml
- Google
- Guidelines
Business Case
Rederij Lovers http://www.lovers.nl
Probleem:
Uitdaging
- Doelstelling :
Meerdere kanalen Inzet meerdere kanalen
Een succesvolle campagne starten
Campagnes meten
Statistieken
- Local
Statistieken (ROI)
- Local
- PPC
KPI : Conversiegraad door E-commerce
Sturen op: conversie!
Kies de juiste Landingspagina’s
Lessons learned
- Local Intent
- Offline conversie
- Schakel snel
Take aways
- Direct starten
- Lage kosten
- Verhoogde zichtbaarheid
- Hoge ROI!
Vragen?
- http://twitter.com/martijnbeijk
- http://twitter.com/onetomarket
- http://www.martijnbeijk.com
- http://www.onetomarket.nl
- mail: [email_address]
- +31 (0)26 - 3521870