Geo-data for Search Marketing SEM & SEO - how to get accurate and affordable geo-localised data for search marketing. The challenges of getting accurate geo-data for targeted local search marketing. How to target long tail searches on search engines like Google and Bing using geo-targeted search keywords and ad copies.

1. Geo-Data for Search Marketing
(SEM & SEO)

2. Do your customers use geo-localised searches to find you or your
competitors?
Do you know how they search for local services?
‘Plumber’ + ‘near [street name]’
‘Plumber’ + ‘in [postcode]’
‘Plumber’ + ‘in [colloquial name for an area]’
‘Plumber in’ + ‘[area/region]’
Any combination of the above?
Can you find accurate data on all the names of streets, areas,
postcodes etc. your customers use?
Can you find that data at an affordable price?
Geo-Data & Search Marketing

3. Map data may be misleading!
People don’t agree on the names for an area or even part of a street
Long streets cross several parts of a town or city
Difficult to know which addresses belong to which catchment
area/postcode
Colloquial names vs official names
Colloquial names persist in local usage long after official names or boundaries
change
E.g. ‘Restaurant in Gerrard Street ‘ or ‘near Leicester Square’ or ‘in Chinatown’
Misspellings
E.g. ‘Bermondsey Street’ vs ‘Bermonsey Street’ vs ‘Burmondsey Street’
Your customer data tells you only the customers that found you, not those
who found your competitor!
Peculiarities of Geo-Data

4. Access to geo-localised searches
Target long tail searches by appending geo-localised data to
keywords
Adwords that match the way your customers search
Better quality scores and higher CTRs leading to lower CPCs
Better conversion as localised ‘intent’ is matched in Ad Copies
and Landing Pages
Options for businesses without a local branch or presence
(unable to use Google + Local)
Advantages of Geo-Data

5. 7 years expertise in Geo-locational marketing across 8 countries
We know how people search for location based services in each country
Access to large volumes of geo-locational data for search
campaigns:
Proprietary geocoding for accurate localised data (street names, post
codes etc.)
Aggregated data sources for improved targeting
Accurate and cost effective data for all countries, including India and
Brazil etc.
Expertise in the Google and Bing APIs to automate the creation of
large volumes of geo-localised ad copies
Ad copies and keywords generated automatically
Provide data formatted for upload into search campaigns
What does Lokku Offer?

6. Founded in 2006 by Ed Freyfogle and Javier Extebeste, two former Yahoo!
executives
Headquartered in Clerkenwell, London with a team of 14 staff
Experts in Open Source, Perl, Google, Bing & OpenStreetMap APIs, Natural Search
and SEM optimization
Nestoria is a leading residential real estate vertical search engine
Works with most of the World’s leading real estate portals on a CPC basis
CPCs significantly below those available directly on Search Engines
Aggregates and de-duplicates property listings from property portal feeds to
provide an optimal user experience
Optimizes listings using a proprietary geo-coding technology to target long tail
searches and provide relevant and engaging search results
Looking at innovative ways to reuse the technology and expertise
developed inhouse
Our Story So Far

7. • Present across 85% of the European
Internet Market plus Australia, Brazil and
India
• 3 million monthly unique users and growing
• 10+ million properties advertised, indexed
daily
• Commercial agreements with 80+ leading
portals in UK, Germany, Italy, Spain, France,
Australia, Brazil & India
• Works with property portals
• Does not work with real estate agents
directly
• Collaboration with main European technical
developers (OpenStreepMap, Mapstraction,
Perl community)
WORLDWIDE FOOTPRINT SOME STATISTICS
COMMERCIAL AGREEMENTS AND COLLABORATION
Nestoria in a snapshot

8. Clients who Trust Us

9. If you would like to discuss how Lokku could provide
you with accurate, affordable geo-data for SEM & SEO
campaigns contact us at:
Email: geosearch@lokku.com
What Next?