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Analytics For Local Search - SMX Advanced London 2010


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Mike Belasco's presentation on Analytics For Local Search as delivered at SMX Advanced London in May 2010.

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Analytics For Local Search - SMX Advanced London 2010

  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 />Other Local Search Tracking Techniques <br />The Future Of Tracking Local<br />
  4. 4. Anatomy of a SERP <br />Pay <br />Per Click<br />Local 7 Pack<br />Universal Results<br />
  5. 5. State Of Analytics For Local Search<br />What Sucks And What Doesn’t Suck …. Ok it mostly sucks<br />
  6. 6. 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 />
  7. 7. Track Local ‘Pack’ Traffic<br />
  8. 8. 1. Use a 'local vanity' URL as your URL in your Google Local Business Center listing<br />2. Create a 'tracking' URL<br />3. Set up a redirect to 301 redirect your vanity URL to a real 'tracking' 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 />
  9. 9. Create Campaign URL<br />
  10. 10. redirect 301 /vanityurl<br />Redirect Vanity URL To Campaign URL<br />
  11. 11. <script type=”text/javascript”>varpageTracker = _gat._getTracker(”UA-XXXXXXXX-X”);pageTracker._initData();pageTracker._setAllowAnchor(true); pageTracker._trackPageview();</script><br />OR<br /><link rel="canonical" href=""/><br />Eliminate Duplicate Content<br />
  12. 12. 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'll get a list of things by which you can filter the segment, includingSource, Medium and Campaign.<br />
  13. 13. 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 />
  14. 14. Create An Advanced Segment<br />
  15. 15. Other Ways To Track Local Search<br />
  16. 16. 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 (US only?)<br />Keyword terms used by searchers who saw your listing (pre-washed).<br />
  17. 17. Google LBC Tracking Data<br />Local Search Conversions Are Not All About the Website<br />
  18. 18. 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 />
  19. 19. 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 />
  20. 20. Phone call tracking<br />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 />
  21. 21. The Future Of Tracking Local Search<br />
  22. 22. 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 />