- Local search traffic and conversions are difficult to track due to limitations in analytics tools and data. - The document provides techniques for tracking local "pack" traffic in Google Analytics using custom URLs and segments. - It also discusses building a custom local report in GA and pimping the local GA dashboard with additional reports and data. - Other tracking techniques mentioned include using Google LBC reports, call tracking, and rank checking, as well as tracking offline and phone conversions.

1. Analytics For Local SearchHow and What To Track For Local Searchpresented by Mike Belasco@belasco

2. Who Is seOverflow?seOverflow is a search engine optimization and pay per click marketing company in Denver, CO.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.The only company with 2 Local Search Ranking Factors participants. We know Local!

3. Today’s TopicsStatus Of Tracking Local SearchTrack Traffic From The 7 PackPimp Google Analytics For LocalOther Local Search Tracking Techniques Roll Your Own Call Tracking ServiceThe Future Of Tracking Local

4. The Google 7 Pack

5. Pay Per ClickAnatomy of a SERP Pay Per ClickPay Per ClickFlat Rate Local AdsLocal 7 PackUniversal Results

6. State Of Analytics For Local SearchWhat Sucks And What Doesn’t Suck …. Ok it mostly sucks

7. Difficult to identify traffic from local ‘packs’Search Engines telling you not to use tracking numbersMost true local conversions happen offline or on the phoneData in LBC Dashboard is incomplete (keywords are pre-washed) and not exportableMost local analytics solutions are hacksNo great rank checkers for 7 packCurrent Road Blocks

8. Track Local ‘Pack’ Traffic

9. 1. Use a 'local vanity' URL as your URL in your Google Local Business Center listing2. Create a 'tracking' URL3. Set up a redirect to 301 redirect your vanity URL to a real 'tracking' URL4. Update your GA Snippet to allow # instead of ? to denote URL parameters (or use the canonical element)5. Configure Advanced Segmentation in GA to view resultsTrack Local ‘Pack’ Traffic

10. Create Campaign URL

11. redirect 301 /vanityurl http://www.yourdomain.com/#utm_source=google&utm_medium=localpack&utm_campaign=google-universal-localRedirect Vanity URL To Campaign URL

12. <script type=”text/javascript”>varpageTracker = _gat._getTracker(”UA-XXXXXXXX-X”);pageTracker._initData();pageTracker._setAllowAnchor(true); pageTracker._trackPageview();</script>OR<link rel="canonical" href="http://www.yourdomain.com"/>Eliminate Duplicate Content

13. GA: Create Advanced Segments1. From the Dashboard, click on the Advanced Segments link in the left column2. Choose Create a new customized segment at the upper right of the next page.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.

14. GA: Create Advanced Segments5. Set up three ‘AND’ rules in this advanced segment.Rule #1 Source=GoogleRule#2 Medium=localpackRule #3 Campaign=google-universal-search

15. Create An Advanced Segment

16. Display Advanced Segment

17. Pimp Google Analytics For Local Search

18. Google Analytics for Local SearchYou can configure Google Analytics to quickly access and analyze important data regarding Local Search and to create reports about it.Then, use this data to refine your marketing to good prospects.

19. Tracking Local VisitorsCreate an advanced segment to quickly identify and analyze traffic coming from your target “location”

20. An Advanced Segment For A City

21. Display Advanced Segment

22. A Local Custom ReportCreate a custom report to quickly identify which cities/states your conversions are coming from

23. Our Custom Report will show conversions broken down by state/city.Custom Report For Conversions

24. Building The Custom Report

25. Pimp Your Local GA Dashboard

26. Add Your Reports And Other Data To Your DashboardPimp Your Dashboard

27. Other Ways To Track Local Search

28. Google LBC ReportsWhat Google LBC reports: Impressions.Visits to website. Requests for more info on Local Listing pageRequests for driving directions and where those requests originated.Keyword terms used by searchers who saw your listing (pre-washed).

29. Google LBC Tracking DataLocal Search Conversions Are Not All About the Website

30. Google LBC Tracking DataRequests for driving directions-good indicator of conversion intent

31. Google LBC Tracking DataShow clients they are being found by their potential customers for terms they could never hope to rank for in Universal Search.

32. Google LBC Tracking DataKeep an eye on changes in what and how Google is reporting in the Maps Dashboard. These are clues to what is important to Google and what it thinks is important to Local searchers.

33. If you are selling a product add a ‘Buy In Store’ option. (use discount code)Add a ‘In Store Pick-up’ optionCouponsIn-store survey (simple as asking)Simple assumptions based on sales volume/local website traffic volumeIdeas For Tracking Offline Conversions

34. THIS JUST IN:Decals for business windows with decals, which upon scanning lead directly to Google Place PagesIdeas For Tracking Offline Conversions

35. No great tools for local ‘pack’ rank checking (seen any?)Advanced Web Rankings tool will rank check on Google MapsYou can kind of spoof location with Google Global Firefox extension and manually check rankingsRank Checking

36. Call TrackingWhat You Need To Know and How To Roll Your Own

37. Call Tracking for Local SearchMany call tracking solutions available, but watch out…

38. Some don’t display ‘default’ number in code decreasing search engine trust

39. Google has warned not to use tracking numbers in profiles as ph. numbers can be used as ‘primary key’

40. Rumors that Google Voice will eventually allow call tracking (it does for flat rate ads now)We had many issues with phone call tracking solutions on the market.Our needs included:affordable for most clientsability to port numbers in and outintegration with Google Analytics for conversion trackingcall recordingemail alerts a call was madeshowing the 'real' phone number in the code to help with local searcheasy to implementability to track only non-branded organic search trafficRoll Your Own Call Tracking

41. Build the ‘back-end’ in 7 stepsBuild the ‘front-end’ in 3 steps.Only basic knowledge of web development is needed (eg how to edit file, basic HTML, and FTP).Roll Your Own Call Tracking

42. Back-end Step 1: Register for a free Twilio account. Roll Your Own Call Tracking

43. Back-end Step 2: Buy three phone numbers in your account (1 for each major SE)Roll Your Own Call Tracking

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.Roll Your Own Call Tracking

45. Back-end Step 4: Open calls/handler.php. Replace UA-XXXXXX-1 with your Google Analytics profile ID. Replace youremail@domain.com with the email address that is to get notices when a call is logged including a link to the recording of the call. Roll Your Own Call Tracking

46. Back-end Step 5: Upload twiml.php, handler.php, and Galavanize.php to a directory named ‘/calls’ on your website.Roll Your Own Call Tracking

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 behttp://www.yourdomain.com/calls/twiml.php?callsource=Google Hit Save.Roll Your Own Call Tracking

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.Roll Your Own Call Tracking

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. Roll Your Own Call Tracking

50. Roll Your Own Call Tracking

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.<script type="text/javascript" src="your/path/to/displaynumbers.js"></script><script language="javascript">displayTextNumber();</script>Roll Your Own Call Tracking

52. Step 3: Upload displaynumbers.js to your server. Also upload the HTML file you just edited to include the JS as well.THAT IS IT, CONGRATS! You now can track phone calls from your SEO efforts!Roll Your Own Call Tracking

53. The Future Of Tracking Local Search