Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The art of measuring
Local and Mobile Search Results
Martijn Beijk
•   SEO & Local Search Specialist
     http://www.onetomarket.nl (.com)
     http://www.martijnbeijk.com



...
What, where?
Local & Mobile Search
Challenges
Measuring
Multi-touch tracking
Conversion attribution
Results
Take aways
Search
20% - 40%
Search Queries
Universal Search
Starting a successful campaign
#1: Registering your business
Mobile & Location
Based Services
Mobile & Location
Based Services
Challenges
•Measuring ROMI



BUT
•Offline conversions
•Difficult to measure
Solution
Solution
Mobile
                                       Titel
         PPC                                 Maps




                ...
Titel




Or what actions does it take for a visitor to
                 convert?
1. Visit store
1. Visit store




                 2. Search Product
1. Visit store                       3. View Product




                 2. Search Product
1. Visit store                       3. View Product




                 2. Search Product
                              ...
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
KPI:   Conversionrate
Track everything

•Organic traffic (SEO)
    •Including blended search results
•PPC
•Display Advertising
•Affiliate
•Email...
Measuring campaigns
Effectively



                    Vanity URL
                 301 Redirect
          Tracking paramet...
Visitor Behaviour




                    Different behaviour
Visitor Behaviour #2   Statistics




Clear
                            assign a goal value
Local Intent
Google Analytics – visits per mobile
Google Analytics – visits per mobile
Offline conversions
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
1. Visit store                       3. View Product                      5. Start Order




                 2. Search Pr...
“How we doin’?”


“Same
as always.”

              “That bad, huh?”
Accountability
Accountability

•Coupons (onsite, Google Maps, 4sq)
•Separate campaign phone numbers
Accountability

•Coupons (onsite, Google Maps, 4sq)
•Separate campaign phone numbers
  •(usage not advised because of SEO)
Accountability

•Coupons (onsite, Google Maps, 4sq)
•Separate campaign phone numbers
  •(usage not advised because of SEO)...
Accountability

•Coupons (onsite, Google Maps, 4sq)
•Separate campaign phone numbers
  •(usage not advised because of SEO)...
Example: Local Search, multiple visit




Data source: Custom Multichannel Tracking Script for Google Analytics by Onetoma...
Example: Local Search, multiple visit




                 Local Intent,
                 Really?
Data source: Custom Mult...
Example: Last visit Local Search, Offline
        Conversion?




Data source: Custom Multichannel Tracking Script for Goo...
Example: Last visit Local Search, Offline
        Conversion?

                                                           ...
Example: Local intent, first visit conversion




Data source: Custom Multichannel Tracking Script for Google Analytics by...
Example: Local intent, first visit conversion




                                                                Conversi...
Example: Local intent, first visit conversion #2
Example: Local intent, first visit conversion #2
Results! Why, man, I have
                   gotten a lot of results.
                   I know several thousand things
  ...
Lessons learned & takeaways            Take aways

•Track everything (whenever possible)
   •Use campaign tagging


•(Late...
Martijn Beijk
SEO & Local Search consultant

m.beijk@onetomarket.nl
Twitter.com/martijnbeijk

Onetomarket, +31 26-3521870
Onetomarket at SMX Advanced London - The art of measuring local & mobile search results by Martijn Beijk
Onetomarket at SMX Advanced London - The art of measuring local & mobile search results by Martijn Beijk
Onetomarket at SMX Advanced London - The art of measuring local & mobile search results by Martijn Beijk
Upcoming SlideShare
Loading in …5
×

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

1,349 views

Published on

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

Published in: Business
  • Be the first to comment

  • Be the first to like this

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

×