The art of measuring
Local and Mobile Search Results
Martijn Beijk
•   SEO & Local Search Specialist
     http://www.onetomarket.nl (.com)
     http://www.martijnbeijk.com



...
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
Mobile & Location
Based Services
Challenges
•Measuring ROMI



BUT
•Offline conversions
•Difficult to measure
Solution
Solution
Mobile
                                       Titel
         PPC                                 Maps




                ...
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
                              ...
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
KPI:   Conversionrate
Track everything

•Organic traffic (SEO)
    •Including blended search results
•PPC
•Display Advertising
•Affiliate
•Email...
Measuring campaigns
Effectively



                    Vanity URL
                 301 Redirect
          Tracking paramet...
Visitor Behaviour




                    Different behaviour
Visitor Behaviour #2   Statistics




Clear
                            assign a goal value
Local Intent
Google Analytics – visits per mobile
Google Analytics – visits per mobile
Offline conversions
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
“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)...
Accountability

•Coupons (onsite, Google Maps, 4sq)
•Separate campaign phone numbers
  •(usage not advised because of SEO)...
Example: Local Search, multiple visit




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




                 Local Intent,
                 Really?
Data source: Custom Mult...
Example: Last visit Local Search, Offline
        Conversion?




Data source: Custom Multichannel Tracking Script for Goo...
Example: Last visit Local Search, Offline
        Conversion?

                                                           ...
Example: Local intent, first visit conversion




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




                                                                Conversi...
Example: Local intent, first visit conversion #2
Example: Local intent, first visit conversion #2
Results! Why, man, I have
                   gotten a lot of results.
                   I know several thousand things
  ...
Lessons learned & takeaways            Take aways

•Track everything (whenever possible)
   •Use campaign tagging


•(Late...
Martijn Beijk
SEO & Local Search consultant

m.beijk@onetomarket.nl
Twitter.com/martijnbeijk

Onetomarket, +31 26-3521870
Onetomarket at SMX - The art of measuring local & mobile search results - Martijn Beijk
Onetomarket at SMX - The art of measuring local & mobile search results - Martijn Beijk
Onetomarket at SMX - The art of measuring local & mobile search results - Martijn Beijk
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Onetomarket at SMX - The art of measuring local & mobile search results - Martijn Beijk

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The art of measuring Local & Mobile Search Results. Presentation by Martijn Beijk at SMX Advanced London.

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  • SEO Consultant
    Barcelona, The Netherlands

  • Search landscape, search out in the open
  • 20%-40% search phrases are local
  • Universal / blended search.
  • #1 register LBC
    Manual verification
    Whitelisting / Bulk Upload
  • Maps example universal search
  • Location based services like 4sq, gowalla, feest.je, yelp checkins and soon, facebook?
  • challenges
  • visibility
  • accountability
  • What action does a visitor take
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • Conversion funnel
  • KPI: conversion rate
  • Track everything
  • Vanity URL
    URL tagging
  • Visitor behaviour
  • Visitor behaviour
  • Visits per mobile (GA)
  • Visits per mobile (GA)
  • Visits per mobile (GA)
  • Offline conversions
  • Conversionfunnel. But what about offline?
  • 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!
  • 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!
  • Accountability
    Coupons
    Separate campaign phone numbers (not advised, local SEO, citations mess up)
    Instore survey
    ATTRIBUTION!
  • example
  • example
  • example
  • example
  • example
  • example
  • example
  • example
  • example
  • example

  • Results quote thomas a edison
  • Lessons Learned
  • Martijn Beijk
    SEO & Local Search consultant
  • Onetomarket at SMX - The art of measuring local & mobile search results - Martijn Beijk

    1. 1. The art of measuring Local and Mobile Search Results
    2. 2. Martijn Beijk • SEO & Local Search Specialist http://www.onetomarket.nl (.com) http://www.martijnbeijk.com •Local Search Optimization for:
    3. 3. What, where? Local & Mobile Search Challenges Measuring Multi-touch tracking Conversion attribution Results Take aways
    4. 4. Search
    5. 5. 20% - 40% Search Queries
    6. 6. Universal Search
    7. 7. Starting a successful campaign #1: Registering your business
    8. 8. Mobile & Location Based Services
    9. 9. Mobile & Location Based Services
    10. 10. Challenges •Measuring ROMI BUT •Offline conversions •Difficult to measure
    11. 11. Solution
    12. 12. Solution
    13. 13. Mobile Titel PPC Maps SEO Conversion Direct Affiliate Referral Newsletter
    14. 14. Titel Or what actions does it take for a visitor to convert?
    15. 15. 1. Visit store
    16. 16. 1. Visit store 2. Search Product
    17. 17. 1. Visit store 3. View Product 2. Search Product
    18. 18. 1. Visit store 3. View Product 2. Search Product 4. Add to Basket
    19. 19. 1. Visit store 3. View Product 5. Start Order 2. Search Product 4. Add to Basket
    20. 20. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket
    21. 21. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel
    22. 22. KPI: Conversionrate
    23. 23. Track everything •Organic traffic (SEO) •Including blended search results •PPC •Display Advertising •Affiliate •Email •Direct •Referral (paid, Twitter, FeedBurner, etc)
    24. 24. Measuring campaigns Effectively Vanity URL 301 Redirect Tracking parameters
    25. 25. Visitor Behaviour Different behaviour
    26. 26. Visitor Behaviour #2 Statistics Clear assign a goal value Local Intent
    27. 27. Google Analytics – visits per mobile
    28. 28. Google Analytics – visits per mobile
    29. 29. Offline conversions
    30. 30. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel
    31. 31. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel
    32. 32. “How we doin’?” “Same as always.” “That bad, huh?”
    33. 33. Accountability
    34. 34. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers
    35. 35. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO)
    36. 36. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO) •Instore survey
    37. 37. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO) •Instore survey •Attribution!
    38. 38. Example: Local Search, multiple visit Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
    39. 39. Example: Local Search, multiple visit Local Intent, Really? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
    40. 40. Example: Last visit Local Search, Offline Conversion? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
    41. 41. Example: Last visit Local Search, Offline Conversion? Offline conversion? Really? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
    42. 42. Example: Local intent, first visit conversion Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
    43. 43. Example: Local intent, first visit conversion Conversion at First visits Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
    44. 44. Example: Local intent, first visit conversion #2
    45. 45. Example: Local intent, first visit conversion #2
    46. 46. Results! Why, man, I have gotten a lot of results. I know several thousand things that won’t work. Thomas A. Edison
    47. 47. 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!)
    48. 48. Martijn Beijk SEO & Local Search consultant m.beijk@onetomarket.nl Twitter.com/martijnbeijk Onetomarket, +31 26-3521870
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