Essential SEO Analytics                                     You’ll See It When You Believe It           @w2scott          ...
The reason we’re all here.          CUSTOMERS           @w2scott                                            Presented to S...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
If I Can’t See It, It Doesn’t Exist           @w2scott                                            Presented to SMX WestSea...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
@w2scott                                               http://www.flickr.com/photos/darrenhester/                         ...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
And then we screw it all up.          REPORTING           @w2scott                                            Presented to...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
Show me the money.          LEADS           @w2scott                                            Presented to SMX WestSearc...
WEB FORMS           @w2scott                                            Presented to SMX WestSearch Influence helps custom...
Web Forms – Input                                                                Clear call to action                    ...
Web Forms – Output           @w2scott                                            Presented to SMX WestSearch Influence hel...
The Holy Grail for Local Business          CALLS           @w2scott                                            Presented t...
Calls - Output           @w2scott                                              Presented to SMX WestSearch Influence helps...
Google just made it a lot easier          GETTING THE CREDIT           @w2scott                                           ...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
Call tracking and local SEO go together like Peanut Butter and Poo          DANGER           @w2scott                     ...
Call Tracking in Local SEO     •      Business Owners: Are You Sabotaging            Your Own Local Listings?     •      F...
Can It Ever Work?     Using Javascript for phone and image     replacement can work.     Microsites aren’t good enough. Ro...
@w2scott                                            Presented to SMX WestSearch Influence helps customers successfully mar...
Scalable Solutions Powered by Experts          SEARCH INFLUENCE           @w2scott                                        ...
About Search Influence     • Helping customers successfully market online since 2006        • We work with thousands of cl...
As Seen In:           @w2scott                                                 Presented to SMX WestSearch Influence helps...
SI on The Updates                                                               Google “Farmer” Update: Big               ...
Thank you!     Will Scott              – searchinfluence.com/blog              – wscott@searchinfluence.com              –...
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Essential SEO Analytics #SMX West 2013

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@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:
  • Essential SEO Analytics #SMX West 2013

    1. 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. 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. 3. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    4. 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. 5. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    6. 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. 7. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    8. 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. 9. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    10. 10. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    11. 11. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    12. 12. Show me the money. LEADS @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    13. 13. WEB FORMS @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    14. 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. 15. Web Forms – Output @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    16. 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. 17. Calls - Output @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    18. 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. 19. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    20. 20. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    21. 21. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    22. 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. 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. 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. 25. @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    26. 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. 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. 28. As Seen In: @w2scott Presented to SMX WestSearch Influence helps customers successfully market online. Copyright Search Influence, LLC © 2013
    29. 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. 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

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