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Essential SEO Analytics #SMX West 2013
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Essential SEO Analytics #SMX West 2013

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@Rhea moderated this session on Essential SEO Analytics. …

@Rhea moderated this session on Essential SEO Analytics.

In my presentation I looked at real metrics for SMB Online Marketing. For small businesses internet marketing can be a critical part of their success or it might be a stinking pile of frustration.

In this presentation I unpack some of the real metrics that matter for local businesses and highlight some bad practices in call tracking for local search.


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  • Who do we work with? Mostly local businesses who want to drive calls, visits and other offline metrics.
  • Though we have great customer relationships they sometimes need to see it to believe it.
  • No matter how much we might tell them, trust us, you’ll get more business.
  • What they think they want is for us to measure it.
  • But really what they mean is this.
  • And we say, Oh, you want charts.
  • I’ve got charts.
  • And they say:
  • Transcript

    • 1. Essential SEO Analytics You’ll See It When You Believe It @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 2. The reason we’re all here. CUSTOMERS @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 3. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 4. If I Can’t See It, It Doesn’t Exist @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 5. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 6. @w2scott http://www.flickr.com/photos/darrenhester/ Presented to SMX West http://www.searchinfluence.com/2010/11/have-you-measured-it/Search Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 7. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 8. And then we screw it all up. REPORTING @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 9. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 10. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 11. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 12. Show me the money. LEADS @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 13. WEB FORMS @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 14. Web Forms – Input  Clear call to action  Hidden fields trap:  Referrer data  URL String for social @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 15. Web Forms – Output @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 16. The Holy Grail for Local Business CALLS @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 17. Calls - Output @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 18. Google just made it a lot easier GETTING THE CREDIT @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 19. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 20. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 21. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 22. Call tracking and local SEO go together like Peanut Butter and Poo DANGER @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 23. Call Tracking in Local SEO • Business Owners: Are You Sabotaging Your Own Local Listings? • For Local SEO, Lack Of Call Tracking Solution Spawns Cloaking • Be Wary Of Call Tracking Numbers In Local Search • Google Details Information Sources for the Business Listing “Cluster” • Time to Reexamine hCard to Solve the Call Tracking Issue in Local @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 24. Can It Ever Work? Using Javascript for phone and image replacement can work. Microsites aren’t good enough. Robots.txt isn’t going to keep that number from indexing. Pushing bad numbers into Local Search Ecosystem is EVIL. Don’t do it. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 25. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 26. Scalable Solutions Powered by Experts SEARCH INFLUENCE @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 27. About Search Influence • Helping customers successfully market online since 2006 • We work with thousands of clients, directly and as a white-label provider to major national media companies. • Scalable Solutions Powered by Experts • Search Influence: • 50+ full-time employees • 70+ contract writers • 12 AdWords Certified Staff • Reputation: • 2011 Inc. 500 honoree • Recognized leader in search and social for local business • Over a decade in online media @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Confidential, Property of Search Influence, LLC © 2013 Copyright Search Influence, LLC © 2013
    • 28. As Seen In: @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 29. SI on The Updates Google “Farmer” Update: Big Panda Makes Mountains and Molehills Googles Comin, Yo! Penguin Update Resources You Can Use SEO is Dead! Long Live SEO! Be Semantic: How to Install Microdata @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    • 30. Thank you! Will Scott – searchinfluence.com/blog – wscott@searchinfluence.com – twitter.com/w2scott @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013