Analytics For Local Search - SMX Advanced London 2010
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Analytics For Local Search - SMX Advanced London 2010



Mike Belasco's presentation on Analytics For Local Search as delivered at SMX Advanced London in May 2010.

Mike Belasco's presentation on Analytics For Local Search as delivered at SMX Advanced London in May 2010.



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  • Track traffic from the seven pack

Analytics For Local Search - SMX Advanced London 2010 Analytics For Local Search - SMX Advanced London 2010 Presentation Transcript

  • Analytics For Local Search
    How and What To Track For Local Search
    presented by Mike Belasco
  • Who Is seOverflow?
    seOverflow is a search engine optimization and pay per click marketing company in Denver, CO.
    We specialize in offering solutions that enable web design companies, marketing consultants, and other SEO companies to offer high end SEO services to their clients.
    The only company with 2 Local Search Ranking Factors participants. We know Local!
  • Today’s Topics
    Status Of Tracking Local Search
    Track Traffic From The 7 Pack
    Other Local Search Tracking Techniques
    The Future Of Tracking Local
  • Anatomy of a SERP
    Per Click
    Local 7 Pack
    Universal Results
  • State Of Analytics For Local Search
    What Sucks And What Doesn’t Suck …. Ok it mostly sucks
  • Difficult to identify traffic from local ‘packs’
    Search Engines telling you not to use tracking numbers
    Most true local conversions happen offline or on the phone
    Data in LBC Dashboard is incomplete (keywords are pre-washed) and not exportable
    Most local analytics solutions are hacks
    No great rank checkers for 7 pack
    Current Road Blocks
  • Track Local ‘Pack’ Traffic
  • 1. Use a 'local vanity' URL as your URL in your Google Local Business Center listing
    2. Create a 'tracking' URL
    3. Set up a redirect to 301 redirect your vanity URL to a real 'tracking' URL
    4. Update your GA Snippet to allow # instead of ? to denote URL parameters (or use the canonical element)
    5. Configure Advanced Segmentation in GA to view results
    Track Local ‘Pack’ Traffic
  • Create Campaign URL
  • redirect 301 /vanityurl
    Redirect Vanity URL To Campaign URL
  • <script type=”text/javascript”>varpageTracker = _gat._getTracker(”UA-XXXXXXXX-X”);pageTracker._initData();pageTracker._setAllowAnchor(true); pageTracker._trackPageview();</script>
    <link rel="canonical" href=""/>
    Eliminate Duplicate Content
  • GA: Create Advanced Segments
    1. From the Dashboard, click on the Advanced Segments link in the left column
    2. Choose Create a new customized segment at the upper right of the next page.
    3. Using the Dimensions drop down menu on the left, click onTraffic Sourcesand you'll get a list of things by which you can filter the segment, includingSource, Medium and Campaign.
  • GA: Create Advanced Segments
    5. Set up three ‘AND’ rules in this advanced segment.
    Rule #1 Source=google
    Rule#2 Medium=localpack
    Rule #3 Campaign=google-universal-search
  • Create An Advanced Segment
  • Other Ways To Track Local Search
  • Google LBC Reports
    What Google LBC reports:
    Visits to website.
    Requests for more info on Local Listing page
    Requests for driving directions and where those requests originated (US only?)
    Keyword terms used by searchers who saw your listing (pre-washed).
  • Google LBC Tracking Data
    Local Search Conversions Are Not All About the Website
  • Google LBC Tracking Data
    Show clients they are being found by their potential customers for terms they could never hope to rank for in Universal Search.
  • Google LBC Tracking Data
    Keep an eye on changes in what and how Google is reporting in the Maps Dashboard.
    These are clues to what is important to Google and what it thinks is important to Local searchers.
  • Phone call tracking
    If you are selling a product add a ‘Buy In Store’ option. (use discount code)
    Add a ‘In Store Pick-up’ option
    In-store survey (simple as asking)
    Simple assumptions based on sales volume/local website traffic volume
    Ideas For Tracking Offline Conversions
  • The Future Of Tracking Local Search
  • Call tracking enabled for at least Google via Google Voice (they’ve done it before)
    A more seamless tie in of LBC report data in Google Analytics
    A good local ‘pack’ rank checking tool
    Agency LBC analytics tools to dig deep into a large amount of listings
    My Wish List