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Smx Stockholm Local Search Boat Company Lovers - Martijn Beijk & Jaap Dijkstra

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Local Search Presentation by Boat Company Lovers and Onetomarket at SMX Stockholm 2009

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Smx Stockholm Local Search Boat Company Lovers - Martijn Beijk & Jaap Dijkstra

  1. 1. Boat Company Lovers Local Search
  2. 2. <ul><li>Martijn Beijk </li></ul><ul><li>SEO & Local Search Specialist </li></ul><ul><ul><li>http://www.onetomarket.com </li></ul></ul><ul><ul><li>http://www.martijnbeijk.com </li></ul></ul><ul><li>Local Search Optimization for: </li></ul>
  3. 3. <ul><li>Jaap Dijkstra </li></ul><ul><li>Business Developer at Boat Company Lovers </li></ul><ul><ul><li>www.lovers.nl </li></ul></ul><ul><ul><li>www.floatingdutchman.nl </li></ul></ul>
  4. 4. Amsterdam Canal Cruise Market
  5. 5. <ul><li>2nd most visited attraction in the Netherlands </li></ul><ul><li>3.2 million passengers per year </li></ul><ul><li>Prices between €12 and €70 per ticket </li></ul><ul><li>Fierce competition </li></ul>Amsterdam Canal Cruise Market
  6. 6. <ul><li>Trade fairs (WTM, ITB etc.) </li></ul><ul><li>Road shows </li></ul><ul><li>Brochures </li></ul><ul><li>Partner websites / brochures </li></ul><ul><li>Coupons (offline media) </li></ul>Targeting
  7. 7. Driving Innovation
  8. 8. <ul><li>Measuring ROMI </li></ul><ul><li>Decrease reaction time </li></ul><ul><li>Minimizing handling costs & </li></ul><ul><li>potential for failure </li></ul><ul><li>Benefits before costs </li></ul>Challenges
  9. 9. Solution
  10. 10. <ul><li>20% - 40% </li></ul><ul><li>Search Queries </li></ul><ul><li>are local </li></ul>
  11. 11. <ul><li>Why Local Search? </li></ul><ul><li>How to start a successful Local Search campaign </li></ul><ul><li>Ranking Factors </li></ul><ul><li>Lessons Learned </li></ul><ul><li>Take aways </li></ul><ul><li>Questions? </li></ul>
  12. 12. Search
  13. 13. Universal Search
  14. 15. Discover
  15. 16. Re-discover
  16. 17. What, where?
  17. 19. Starting a successful campaign # 1: Starting a successful campaign
  18. 20. Vanity URL 301 Redirect Tracking parameters #2 Measuring campaigns Effectively
  19. 21. Statistics <ul><li>Local </li></ul><ul><ul><li>Website traffic ~ 10 % </li></ul></ul><ul><ul><li>Bounce rate 60 % lower </li></ul></ul><ul><ul><li>Time on Site 30% higher </li></ul></ul><ul><ul><li>Visited pages 35% higher </li></ul></ul>Statistics
  20. 22. High ROI
  21. 23. KPI : Conversionrate E-commerce
  22. 24. #3 Choosing the right landingpages
  23. 25. How to reach the top?
  24. 26. http://www.davidmihm.com/local-search-ranking-factors.shtml
  25. 27. http://blumenthals.com/blog/
  26. 28. http://www.geositemapgenerator.com Tools
  27. 29. <ul><li>Google </li></ul><ul><li>Guidelines </li></ul>
  28. 31. Take aways Lessons learned & take aways <ul><li>Direct start, react quickly </li></ul><ul><li>Low costs </li></ul><ul><ul><li>even with many storefronts </li></ul></ul><ul><ul><li>Request white listing # stores > 10 </li></ul></ul><ul><li>Use tools when applicable </li></ul><ul><li>High ROI </li></ul>
  29. 32. Questions? <ul><li>http://www.lovers.nl/en/ </li></ul><ul><li>http://www.onetomarket.com </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>http://twitter.com/martijnbeijk </li></ul>Thank you!

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