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Onetomarket at SMX Advanced London - The art of measuring local & mobile search results by Martijn Beijk

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Martijn Beijk's presentation on the Art of Measuring Local & Mobile Search Results at SMX Advanced London, May 2010.

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Onetomarket at SMX Advanced London - The art of measuring local & mobile search results by Martijn Beijk

  1. 1. The art of measuring Local and Mobile Search Results
  2. 2. Martijn Beijk • SEO & Local Search Specialist http://www.onetomarket.nl (.com) http://www.martijnbeijk.com •Local Search Optimization for:
  3. 3. What, where? Local & Mobile Search Challenges Measuring Multi-touch tracking Conversion attribution Results Take aways
  4. 4. Search
  5. 5. 20% - 40% Search Queries
  6. 6. Universal Search
  7. 7. Starting a successful campaign #1: Registering your business
  8. 8. Mobile & Location Based Services
  9. 9. Mobile & Location Based Services
  10. 10. Challenges •Measuring ROMI BUT •Offline conversions •Difficult to measure
  11. 11. Solution
  12. 12. Solution
  13. 13. Mobile Titel PPC Maps SEO Conversion Direct Affiliate Referral Newsletter
  14. 14. Titel Or what actions does it take for a visitor to convert?
  15. 15. 1. Visit store
  16. 16. 1. Visit store 2. Search Product
  17. 17. 1. Visit store 3. View Product 2. Search Product
  18. 18. 1. Visit store 3. View Product 2. Search Product 4. Add to Basket
  19. 19. 1. Visit store 3. View Product 5. Start Order 2. Search Product 4. Add to Basket
  20. 20. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket
  21. 21. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel
  22. 22. KPI: Conversionrate
  23. 23. Track everything •Organic traffic (SEO) •Including blended search results •PPC •Display Advertising •Affiliate •Email •Direct •Referral (paid, Twitter, FeedBurner, etc)
  24. 24. Measuring campaigns Effectively Vanity URL 301 Redirect Tracking parameters
  25. 25. Visitor Behaviour Different behaviour
  26. 26. Visitor Behaviour #2 Statistics Clear assign a goal value Local Intent
  27. 27. Google Analytics – visits per mobile
  28. 28. Google Analytics – visits per mobile
  29. 29. Offline conversions
  30. 30. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel
  31. 31. 1. Visit store 3. View Product 5. Start Order 2. Search Product 6. Conversion 4. Add to Basket Conversionfunnel
  32. 32. “How we doin’?” “Same as always.” “That bad, huh?”
  33. 33. Accountability
  34. 34. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers
  35. 35. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO)
  36. 36. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO) •Instore survey
  37. 37. Accountability •Coupons (onsite, Google Maps, 4sq) •Separate campaign phone numbers •(usage not advised because of SEO) •Instore survey •Attribution!
  38. 38. Example: Local Search, multiple visit Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  39. 39. Example: Local Search, multiple visit Local Intent, Really? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  40. 40. Example: Last visit Local Search, Offline Conversion? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  41. 41. Example: Last visit Local Search, Offline Conversion? Offline conversion? Really? Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  42. 42. Example: Local intent, first visit conversion Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  43. 43. Example: Local intent, first visit conversion Conversion at First visits Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
  44. 44. Example: Local intent, first visit conversion #2
  45. 45. Example: Local intent, first visit conversion #2
  46. 46. Results! Why, man, I have gotten a lot of results. I know several thousand things that won’t work. Thomas A. Edison
  47. 47. Lessons learned & takeaways Take aways •Track everything (whenever possible) •Use campaign tagging •(Latent) Offline conversion •Conversion attribution •Takes time and effort •Offline sales attribution model •Define a value for offline sales • (research!)
  48. 48. Martijn Beijk SEO & Local Search consultant m.beijk@onetomarket.nl Twitter.com/martijnbeijk Onetomarket, +31 26-3521870

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