Tracking Local Search - SMX Toronto 2011

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Tracking Local Search - SMX Toronto 2011

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

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