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Analytics For Local Search


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Mike Belasco's presentation Analytics For Local Search from SES Chicago 2009/ Local Search Summit. Covers Google Analytics for local as well as how to build your own phone call tracking application

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Analytics For Local Search

  1. 1. Analytics For Local Search<br />How and What To Track For Local Search<br />presented by Mike Belasco<br />@belasco<br />
  2. 2. Who Is seOverflow?<br />seOverflow is a search engine optimization and pay per click marketing company in Denver, CO.<br />We specialize in offering solutions that enable web design companies, marketing consultants, and other SEO companies to offer high end SEO services to their clients.<br />The only company with 2 Local Search Ranking Factors participants. We know Local!<br />
  3. 3. Today’s Topics<br />Status Of Tracking Local Search<br />Track Traffic From The 7 Pack<br />Pimp Google Analytics For Local<br />Other Local Search Tracking Techniques <br />Roll Your Own Call Tracking Service<br />The Future Of Tracking Local<br />
  4. 4. The Google 7 Pack<br />
  5. 5. Pay Per Click<br />Anatomy of a SERP <br />Pay <br />Per Click<br />Pay Per Click<br />Flat Rate Local Ads<br />Local 7 Pack<br />Universal Results<br />
  6. 6. State Of Analytics For Local Search<br />What Sucks And What Doesn’t Suck …. Ok it mostly sucks<br />
  7. 7. Difficult to identify traffic from local ‘packs’<br />Search Engines telling you not to use tracking numbers<br />Most true local conversions happen offline or on the phone<br />Data in LBC Dashboard is incomplete (keywords are pre-washed) and not exportable<br />Most local analytics solutions are hacks<br />No great rank checkers for 7 pack<br />Current Road Blocks<br />
  8. 8. Track Local ‘Pack’ Traffic<br />
  9. 9. 1. Use a &apos;local vanity&apos; URL as your URL in your Google Local Business Center listing<br />2. Create a &apos;tracking&apos; URL<br />3. Set up a redirect to 301 redirect your vanity URL to a real &apos;tracking&apos; URL<br />4. Update your GA Snippet to allow # instead of ? to denote URL parameters (or use the canonical element)<br />5. Configure Advanced Segmentation in GA to view results<br />Track Local ‘Pack’ Traffic<br />
  10. 10. Create Campaign URL<br />
  11. 11. redirect 301 /vanityurl<br />Redirect Vanity URL To Campaign URL<br />
  12. 12. &lt;script type=”text/javascript”&gt;varpageTracker = _gat._getTracker(”UA-XXXXXXXX-X”);pageTracker._initData();pageTracker._setAllowAnchor(true); pageTracker._trackPageview();&lt;/script&gt;<br />OR<br />&lt;link rel=&quot;canonical&quot; href=&quot;;/&gt;<br />Eliminate Duplicate Content<br />
  13. 13. GA: Create Advanced Segments<br />1. From the Dashboard, click on the Advanced Segments link in the left column<br />2. Choose Create a new customized segment at the upper right of the next page.<br />3. Using the Dimensions drop down menu on the left, click onTraffic Sourcesand you&apos;ll get a list of things by which you can filter the segment, includingSource, Medium and Campaign.<br />
  14. 14. GA: Create Advanced Segments<br />5. Set up three ‘AND’ rules in this advanced segment.<br />Rule #1 Source=Google<br />Rule#2 Medium=localpack<br />Rule #3 Campaign=google-universal-search<br />
  15. 15. Create An Advanced Segment<br />
  16. 16. Display Advanced Segment<br />
  17. 17. Pimp Google Analytics For Local Search<br />
  18. 18. Google Analytics for Local Search<br />You can configure Google Analytics to quickly access and analyze important data regarding Local Search and to create reports about it.<br />Then, use this data to refine your marketing to good prospects.<br />
  19. 19. Tracking Local Visitors<br />Create an advanced segment to quickly identify and analyze traffic coming from your target “location”<br />
  20. 20. An Advanced Segment For A City<br />
  21. 21. Display Advanced Segment<br />
  22. 22. A Local Custom Report<br />Create a custom report to quickly identify which cities/states your conversions are coming from<br />
  23. 23. Our Custom Report will show conversions broken down by state/city.<br />Custom Report For Conversions<br />
  24. 24. Building The Custom Report<br />
  25. 25. Pimp Your Local GA Dashboard<br />
  26. 26. Add Your Reports And Other Data To Your Dashboard<br />Pimp Your Dashboard<br />
  27. 27. Other Ways To Track Local Search<br />
  28. 28. Google LBC Reports<br />What Google LBC reports: <br />Impressions.<br />Visits to website. <br />Requests for more info on Local Listing page<br />Requests for driving directions and where those requests originated.<br />Keyword terms used by searchers who saw your listing (pre-washed).<br />
  29. 29. Google LBC Tracking Data<br />Local Search Conversions Are Not All About the Website<br />
  30. 30. Google LBC Tracking Data<br />Requests for driving directions-good indicator of conversion intent<br />
  31. 31. Google LBC Tracking Data<br />Show clients they are being found by their potential customers for terms they could never hope to rank for in Universal Search. <br />
  32. 32. Google LBC Tracking Data<br />Keep an eye on changes in what and how Google is reporting in the Maps Dashboard. <br />These are clues to what is important to Google and what it thinks is important to Local searchers.<br />
  33. 33. If you are selling a product add a ‘Buy In Store’ option. (use discount code)<br />Add a ‘In Store Pick-up’ option<br />Coupons<br />In-store survey (simple as asking)<br />Simple assumptions based on sales volume/local website traffic volume<br />Ideas For Tracking Offline Conversions<br />
  34. 34. THIS JUST IN:<br />Decals for business windows with decals, which upon scanning lead directly to Google Place Pages<br />Ideas For Tracking Offline Conversions<br />
  35. 35. No great tools for local ‘pack’ rank checking (seen any?)<br />Advanced Web Rankings tool will rank check on Google Maps<br />You can kind of spoof location with Google Global Firefox extension and manually check rankings<br />Rank Checking<br />
  36. 36. Call Tracking<br />What You Need To Know and How To Roll Your Own<br />
  37. 37. Call Tracking for Local Search<br /><ul><li>Many call tracking solutions available, but watch out…
  38. 38. Some don’t display ‘default’ number in code decreasing search engine trust
  39. 39. Google has warned not to use tracking numbers in profiles as ph. numbers can be used as ‘primary key’
  40. 40. Rumors that Google Voice will eventually allow call tracking (it does for flat rate ads now)</li></li></ul><li>We had many issues with phone call tracking solutions on the market.<br />Our needs included:<br />affordable for most clients<br />ability to port numbers in and out<br />integration with Google Analytics for conversion tracking<br />call recording<br />email alerts a call was made<br />showing the &apos;real&apos; phone number in the code to help with local search<br />easy to implement<br />ability to track only non-branded organic search traffic<br />Roll Your Own Call Tracking<br />
  41. 41. Build the ‘back-end’ in 7 steps<br />Build the ‘front-end’ in 3 steps.<br />Only basic knowledge of web development is needed (eg how to edit file, basic HTML, and FTP).<br />Roll Your Own Call Tracking<br />
  42. 42. Back-end Step 1: Register for a free Twilio account. <br />Roll Your Own Call Tracking<br />
  43. 43. Back-end Step 2: Buy three phone numbers in your account (1 for each major SE)<br />Roll Your Own Call Tracking<br />
  44. 44. Back-end Step 3: Download our phone call tracking code zip file here. Once the file is downloaded open up calls/twiml.php, replace XXXXXXXXXX with the phone number where you would like Twilio to forward your calls.<br />Roll Your Own Call Tracking<br />
  45. 45. Back-end Step 4: Open calls/handler.php. Replace UA-XXXXXX-1 with your Google Analytics profile ID. Replace with the email address that is to get notices when a call is logged including a link to the recording of the call. <br />Roll Your Own Call Tracking <br />
  46. 46. Back-end Step 5: Upload twiml.php, handler.php, and Galavanize.php to a directory named ‘/calls’ on your website.<br />Roll Your Own Call Tracking<br />
  47. 47. Back-end Step 6: Go back to Twilio. Pick a number to use for Google visitors and click it in the table. Edit the description of the to be ‘Google’. Edit the URL to be Hit Save.<br />Roll Your Own Call Tracking<br />
  48. 48. Back-end Step 7: TEST! Make sure the phone numbers work, forward to your phone, send an email, hit your Google Analytics account, record the call, and finally send you an email. Call the number you assigned to Google. You can also check your email for an alert and your GA profile in a few hours.<br />Roll Your Own Call Tracking<br />
  49. 49. Front-end Step 1: Open displaynumbers.js. Enter your phone numbers as values for the appropriate variables Enter your ‘real’ or default phone number in the value for defaultNum. Enter a list of comma separated branded search terms for which you are not interested in tracking phone calls as the value for brandedTerms. Enter the name of the class used for the span or div containing your phone number on your HTML page. <br />Roll Your Own Call Tracking<br />
  50. 50. Roll Your Own Call Tracking<br />
  51. 51. Front-end Step 2: Paste this JS code at the footer of your HTML page, and underneath the Google Analytics tracking code snippet. Make sure and update the path to where this file will be stored.<br />&lt;script type=&quot;text/javascript&quot; src=&quot;your/path/to/displaynumbers.js&quot;&gt;&lt;/script&gt;<br />&lt;script language=&quot;javascript&quot;&gt;<br />displayTextNumber();<br />&lt;/script&gt;<br />Roll Your Own Call Tracking<br />
  52. 52. Step 3: Upload displaynumbers.js to your server. Also upload the HTML file you just edited to include the JS as well.<br />THAT IS IT, CONGRATS! You now can track phone calls from your SEO efforts!<br />Roll Your Own Call Tracking<br />
  53. 53. The Future Of Tracking Local Search<br />
  54. 54. Google Analytics now supports tracking for mobile websites and mobile applications on certain platforms (iPhone).<br />Very primitive tracking, but much better than the alternative<br />Requires server side scripting rather than JS to create page views, etc.<br />New Developments In Mobile Tracking<br />
  55. 55. Call tracking enabled for at least Google via Google Voice (they’ve done it before)<br />A more seamless tie in of LBC report data in Google Analytics<br />A good local ‘pack’ rank checking tool<br />Agency LBC analytics tools to dig deep into a large amount of listings<br />My Wish List<br />