Quick tips on using the Location reporting in Google Analytics for prioritizing areas for local content creation.

1. Using Location Data
to Inform Local Content Creation
Ian Howells
@ianhowells

2. Why Create Local Content?
Local – not just for maps anymore.
halo18.com

3. Perfect For…
Doctors Car Dealers
Dentists Lawn Services
Lawyers Snow Removal
Lasik Surgeons Plumbers
Chiropractors Roof Repair
Restaurants Etc…
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4. Venice and the continued
push to local brings huge
opportunity for local lead
gen, as well as offering
local SEO services.
However…

5. There are over 10,000 cities in the US

6. We Need Priorities
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7. But First… Advanced Segments
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8. And a Quick Filter…
Now we have just Google organic
traffic with >50 visits in one week.
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9. And We’ve Got Cities
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10. Option 1
Defensive play to maintain our top converter
Great, localized content (specific to the niche)
Photos from the city (stock or original)
Include “San Jose” in the main call to action
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11. Option 2
Go on offense - Improve the low converter
Great, localized content (specific to the niche)
Photos from the city (stock or original)
Include “Sunnyvale” in the main call to action
Consider a local value prop/selling point
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12. Opportunity
In this case…
Converting at site average means 12 more leads week
That’s an incremental 624 leads per year
Or, $6,240 in revenue on traffic that already exists
Just from Sunnyvale, CA
halo18.com

13. Extra Opportunity
You can also use this info for…
Geo-targeted Paid Search campaigns
Ego-bait aimed at Google+ sharing
Add keyword – exactly matching – (not provided)
Sort cities with the most signed in visitors
Create content pieces around those cities
Strong CTA to share on Google+
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14. If you’ve already got
traffic, odds are you’re
sitting on local gold mines.
You just need to find them.

15. Happy Data Mining

16. Ian Howells
@ianhowells
halo18.com