Local Search Business Case (english) - IAB Search Marketing Thursday
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This document discusses local search optimization and provides a business case study of Lovers Canal Cruises. It notes that 20-40% of search queries are local in nature. The case study details how Lovers Canal Cruises aimed to increase visibility, sell more tickets, and reduce costs through a multi-channel local search campaign. Metrics showed the local search efforts led to lower bounce rates, longer site visit times, and higher pages viewed per visit compared to non-local traffic. The campaign helped Lovers Canal Cruises achieve their conversion goals and delivered a high return on investment.
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Local Search Business Case (english) - IAB Search Marketing Thursday
- 1. Business Case Local Search
- 5. Search
- 11. Discover
- 12. Re-discover
- 14. Reaching the top
- 15. http:// www.davidmihm.com / local-search-ranking-factors.shtml
- 18. Business Case
- 19. Lovers Canal Cruises http://www.lovers.nl
- 24. Challenge
- 26. Meerdere kanalen Multi channel approach
- 27. Starting a successful campaign
- 31. KPI : Conversionrate E-commerce
- 32. Target: conversion!
- 33. Choosing the right Landingspages
Editor's Notes
- 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