Local Search Business Case - IAB Search Marketing Thursday


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Local Search Business Case on Search Marketing Thursday. Rederij Lovers Amsterdam

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  • Introductie
  • Agenda
  • Wat leren we vandaag?
  • Discover You want your potential customers to find you in the local search engines and Universal Search results.
  • Recover You want to help your current customers by lending them a helping hand in finding your business
  • 20%-40% zoekopdrachten lokaal
  • Reaching the Top
  • Local Search Ranking Factors, David Mihm
  • Model of Ranking Factors, research by Mike Blumenthal and others.
  • Following the everchanging guidelines: Carter Maslan VP of Dev for Google Maps : its like getting a vaccine. it makes you resilient long term. all the spam you are seeing are short term things. We are tackling them and they will be exponentioally cured by exposure to the spam. we are working on spam abatement as a top priority. this will allow us to provide an even beter experience. it has been an all hands effort to accelerate this process.
  • Business Case
  • #1 marketing budget onmeetbaar #2 baten voor de kosten, problematiek oude systeem #3 reserveringssysteem automatiseren #4 personele kosten terugdringen #5 systeem in eigen beheer. Minder commissie uitdragen
  • De eerste partij met deze online presence 10% korting is incentive , mes snijdt aan twee kanten.
  • URL tagging
  • Slide met wat grafiekjes, cijfertjes
  • Slide met wat grafiekjes, cijfertjes
  • Bounce Rate : allerlaagste
  • Learning Points Local intent: zoekopdrachten Offline conversie: niet alles is meetbaar door local intent Schakel snel: door lage drempels en veranderende guidelines actie nodig
  • Local Search Business Case - IAB Search Marketing Thursday

    1. 1. Business Case Local Search
    2. 2. <ul><li>Martijn Beijk </li></ul><ul><li>SEO & Local Search Specialist </li></ul><ul><ul><li>http://www.onetomarket.nl </li></ul></ul><ul><ul><li>http:// www.martijnbeijk.com </li></ul></ul><ul><li>Local Search Optimization voor o.a.: </li></ul>
    3. 3. <ul><li>Wat is Local Search? </li></ul><ul><li>Waarom Local Search? </li></ul><ul><li>Ranking Factors </li></ul><ul><li>Business Case </li></ul><ul><li>Lessons Learned </li></ul><ul><li>Take aways </li></ul><ul><li>Vragen? </li></ul>
    4. 4. <ul><li>Wat is Local Search? </li></ul><ul><li>Waarom is Local Search belangrijk? </li></ul><ul><li>Hoe een succesvolle Local Search campagne starten </li></ul>
    5. 5. Search
    6. 8. Universal Search
    7. 9. Universal Search Heatmap <ul><li>Resultaten in normale SERPs </li></ul><ul><li>Elementen in heat-map </li></ul><ul><li>Beïnvloedt click-through rate </li></ul>
    8. 11. Ontdekken
    9. 12. Vinden
    10. 13. <ul><li>20% - 40% </li></ul><ul><li>zoekopdrachten </li></ul><ul><li>lokaal </li></ul>
    11. 14. Reaching the top
    12. 15. http:// www.davidmihm.com / local-search-ranking-factors.shtml
    13. 17. <ul><li>Google </li></ul><ul><li>Guidelines </li></ul>
    14. 18. Business Case
    15. 19. Rederij Lovers http://www.lovers.nl
    16. 20. Probleem: <ul><ul><li>Meer dan 50% </li></ul></ul><ul><ul><li>marketingbudget onmeetbaar! </li></ul></ul>
    17. 24. Uitdaging
    18. 25. <ul><li>Doelstelling : </li></ul><ul><ul><li>Zichtbaarheid verhogen </li></ul></ul><ul><ul><li>Tickets verkopen </li></ul></ul><ul><ul><li>Kosten reduceren </li></ul></ul><ul><ul><li>Baten voor kosten </li></ul></ul>
    19. 26. Meerdere kanalen Inzet meerdere kanalen
    20. 27. Een succesvolle campagne starten
    21. 28. Campagnes meten
    22. 29. Statistieken <ul><li>Local </li></ul><ul><ul><li>Bounce rate 35 % lager </li></ul></ul><ul><ul><li>Time on Site 40% hoger </li></ul></ul><ul><ul><li>Aantal bezochte pagina’s 10% hoger </li></ul></ul>
    23. 30. Statistieken (ROI) <ul><li>Local </li></ul><ul><li>PPC </li></ul>
    24. 31. KPI : Conversiegraad door E-commerce
    25. 32. Sturen op: conversie!
    26. 33. Kies de juiste Landingspagina’s
    27. 36. Lessons learned <ul><li>Local Intent </li></ul><ul><li>Offline conversie </li></ul><ul><li>Schakel snel </li></ul>
    28. 37. Take aways <ul><li>Direct starten </li></ul><ul><li>Lage kosten </li></ul><ul><ul><li>Ook bij veel vestigingen (whitelisting) </li></ul></ul><ul><li>Verhoogde zichtbaarheid </li></ul><ul><li>Hoge ROI! </li></ul>
    29. 38. Vragen? <ul><li>http://twitter.com/martijnbeijk </li></ul><ul><li>http://twitter.com/onetomarket </li></ul><ul><li>http://www.martijnbeijk.com </li></ul><ul><li>http://www.onetomarket.nl </li></ul><ul><li>mail: [email_address] </li></ul><ul><li>+31 (0)26 - 3521870 </li></ul>