Tracking Local Search - SMX Toronto 2011

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Mike Belasco's presentation on Tracking Local Search from SMX Toronto 2011 panel on Local Search.

Mike Belasco's presentation on Tracking Local Search from SMX Toronto 2011 panel on Local Search.

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Transcript

  • 1. Challenges and Solutions Tracking Local Search presented by seOverflow
  • 2. My Favorite Tracking Hero @belasco / @seoverflow
  • 3.
    • Creators of LocalSearchToolkit.com – Free tool
    • Specialize in providing outsourced SEO services to agencies including SEO agencies.
    • Recognized speakers at SEO conventions nationally and internationally.
    • Awarded one of Denver’s Fastest Growing Private Companies by the Denver Business Journal in 2010.
    Who Is seOverflow?
  • 4.
    • Website Traffic
    • Rankings
    • Reviews
    • Citations
    • Form Conversions
    • Phone calls
    • Google Places Data (impressions, clicks, etc)
    • Offline Conversions/Walk-ins
    “ Local” Things You May Want To Track @belasco / @seoverflow
  • 5. Rank Tracking: The Great Ricky Bobby Said: @belasco / @seoverflow
  • 6.
    • Challenge:
    • support for new blended local listings.
    • more to local than organic rank (piggyback or barnacle SEO)
    Rank Tracking @belasco / @seoverflow
  • 7.
    • Solution: Use one of the many new tools coming
      • AuthorityLabs.com
      • BrightLocal.com (Coming to Canada soon)
    Rank Tracking @belasco / @seoverflow
  • 8.
    • Challenge:
    • Call tracking solutions are not typically ‘SEO friendly’
    • Call tracking can be expensive
    • Most solutions don’t tie into web analytics
    Call Tracking @belasco / @seoverflow
  • 9. Call Tracking - Warning @belasco / @seoverflow
      • WARNING: NEVER, EVER USE CALL TRACKING NUMBERS IN YOUR LISTINGS.
      • ANOTHER WARNING: You may be a cloaker if you use call tracking according to Chris Silver Smith in this article: http://selnd.com/f0EZvq (not true according to Vanessa Fox)
  • 10.
    • Solution: Roll Your Own Call Tracking . Also check out www.callrail.com
    • The Perfect Call Tracking Solution (IMHO):
      • affordable for most clients
      • ability to port numbers out
      • integration with Google Analytics for conversion tracking
      • call recording, whispering where the call came from is nice to have
      • email alerts when after call was made
      • shows the ‘real’ phone number in the HTML code to help with local search
      • easy to implement
      • ability to track only non-branded organic search traffic if desired
      • advanced feature would include ability to track at keyword level and page level (requires enormous number pool)
    Call Tracking @belasco / @seoverflow
  • 11.
    • Challenge:
    • Place Page Analytics doesn’t tie in with Google Analytics.
    • Difficult to gather data for more than one location.
    Google Places Analytics @belasco / @seoverflow
  • 12.
    • Solution: Use LocalSearchToolkit.com’s Mozenda Extraction Agent to scrape and download data for each of your locations in one click.
      • You’ll need a Mozenda account (free 14 day trial)
      • You’ll need a Windows machine
      • You’ll need to download agent and follow instructions for customizing and running.
    Google Places Analytics @belasco / @seoverflow
  • 13. Thank you!
    • Speaker Contact Info
    • [email_address]
    • 303-905-1504 ext 1
    • @belasco
    • @seoverflow
    • @localsearchtk
    • linkedin.com/in/miketheinternetguy
    @belasco / @seoverflow