Martijn Beijk's presentation on the Art of Measuring Local & Mobile Search Results at SMX Advanced London, May 2010.

1. The art of measuring
Local and Mobile Search Results

2. Martijn Beijk
• SEO & Local Search Specialist
http://www.onetomarket.nl (.com)
http://www.martijnbeijk.com
•Local Search Optimization for:

3. What, where?
Local & Mobile Search
Challenges
Measuring
Multi-touch tracking
Conversion attribution
Results
Take aways

4. Search

5. 20% - 40%
Search Queries

6. Universal Search

7. Starting a successful campaign
#1: Registering your business

9. Mobile & Location
Based Services

10. Mobile & Location
Based Services

11. Challenges
•Measuring ROMI
BUT
•Offline conversions
•Difficult to measure

12. Solution

13. Solution

14. Mobile
Titel
PPC Maps
SEO
Conversion
Direct
Affiliate
Referral Newsletter

15. Titel
Or what actions does it take for a visitor to
convert?

18. 1. Visit store

19. 1. Visit store
2. Search Product

20. 1. Visit store 3. View Product
2. Search Product

21. 1. Visit store 3. View Product
2. Search Product
4. Add to Basket

22. 1. Visit store 3. View Product 5. Start Order
2. Search Product
4. Add to Basket

23. 1. Visit store 3. View Product 5. Start Order
2. Search Product 6. Conversion
4. Add to Basket

24. 1. Visit store 3. View Product 5. Start Order
2. Search Product 6. Conversion
4. Add to Basket
Conversionfunnel

25. KPI: Conversionrate

26. Track everything
•Organic traffic (SEO)
•Including blended search results
•PPC
•Display Advertising
•Affiliate
•Email
•Direct
•Referral (paid, Twitter, FeedBurner, etc)

27. Measuring campaigns
Effectively
Vanity URL
301 Redirect
Tracking parameters

28. Visitor Behaviour
Different behaviour

29. Visitor Behaviour #2 Statistics
Clear
assign a goal value
Local Intent

30. Google Analytics – visits per mobile

31. Google Analytics – visits per mobile

32. Offline conversions

33. 1. Visit store 3. View Product 5. Start Order
2. Search Product 6. Conversion
4. Add to Basket
Conversionfunnel

34. 1. Visit store 3. View Product 5. Start Order
2. Search Product 6. Conversion
4. Add to Basket
Conversionfunnel

35. “How we doin’?”
“Same
as always.”
“That bad, huh?”

36. Accountability

37. Accountability
•Coupons (onsite, Google Maps, 4sq)
•Separate campaign phone numbers

38. Accountability
•Coupons (onsite, Google Maps, 4sq)
•Separate campaign phone numbers
•(usage not advised because of SEO)

39. Accountability
•Coupons (onsite, Google Maps, 4sq)
•Separate campaign phone numbers
•(usage not advised because of SEO)
•Instore survey

40. Accountability
•Coupons (onsite, Google Maps, 4sq)
•Separate campaign phone numbers
•(usage not advised because of SEO)
•Instore survey
•Attribution!

41. Example: Local Search, multiple visit
Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

42. Example: Local Search, multiple visit
Local Intent,
Really?
Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

43. Example: Last visit Local Search, Offline
Conversion?
Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

44. Example: Last visit Local Search, Offline
Conversion?
Offline conversion?
Really?
Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

45. Example: Local intent, first visit conversion
Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

46. Example: Local intent, first visit conversion
Conversion at
First visits
Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket

47. Example: Local intent, first visit conversion #2

48. Example: Local intent, first visit conversion #2

49. Results! Why, man, I have
gotten a lot of results.
I know several thousand things
that won’t work.
Thomas A. Edison

50. Lessons learned & takeaways Take aways
•Track everything (whenever possible)
•Use campaign tagging
•(Latent) Offline conversion
•Conversion attribution
•Takes time and effort
•Offline sales attribution model
•Define a value for offline sales
• (research!)

51. Martijn Beijk
SEO & Local Search consultant
m.beijk@onetomarket.nl
Twitter.com/martijnbeijk
Onetomarket, +31 26-3521870