My presentation at SMX Advanced London 2011 about Local Search and Web Analytics. focussing on changes in the tracking methods that have been used so far and what techniques or considerations you must be aware of in order to fully understand your local search traffic behaviour.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Local Search & Web Analytics SMX Advanced London 2011
1. What’s New in
Local & Mobile
Insights from visitor behaviour
Presented by
@martijnbeijk
Credit: http://www.flickr.com/photos/dimitratzanos/5466014504/
2. Martijn Beijk
SEO & Web Analytics Consultant
5 years of international experience in online marketing
International speaker, blogger, writer, lecturer at
universities in the Netherlands.
Maximizing traffic and conversions a.o.
8. Starting a successful campaign
Traditional campaign tracking in Google Places
• Enter your URL using campaign parameters
• Or using a vanity URL with 301 redirect
Tracking URL?
medium=places
9. Starting a successful campaign
What then happened
Google Estate
(mobile users!)
Where is that
tracking URL?
Now attributed to
‘organic’ in GA
10.
11.
12. Dig Deeper:
New or alternative strategies necessary
• Segments using customVar based on referrer keyword
• Segment on visitors that visited local pages
(e.g. contact, itinerary)
• Segment visitors that visited Store Locator pages.
• Detect behavioral differences
14. Attribution tools
Multi Click attribution will be available in Google Analytics
• Limited to 30 days
You can use GA custom scripts
• Create unique identifier for visitor
• Store it in a search string
• Set GA to monitor search parameter
• Parameter contains the multi touch path.
15. Example: Local Search, multiple visit
Local Intent,
Really?
Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
16. Example: Last visit Local Search, Offline
Conversion?
Offline conversion?
Really?
Data source: Custom Multichannel Tracking Script for Google Analytics by Onetomarket
17.
18. Martijn Beijk
SEO & Web Analytics consultant
m.beijk@onetomarket.nl
Twitter: @martijnbeijk
19. Image credits: Take aways
Frontpage infographic:
http://www.flickr.com/photos/dimitratzanos/5466014504/
Fox:
http://www.flickr.com/photos/insightimaging/5061204560/
Google Places gap:
http://englisheffect.com/