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Rasmus Himmelstrup — The True Value Of Local Search: A Case Study Across Five Countries | 5 Hours of Local SEO

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Rasmus Himmelstrup — The True Value Of Local Search: A Case Study Across Five Countries | 5 Hours of Local SEO

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These slides were presented at the Semrush webinar "The True Value Of Local Search: A Case Study Across Five Countries | 5 Hours of Local SEO". Video replay and transcript are available at https://www.semrush.com/webinars/the-true-value-of-local-search-a-case-study-across-five-countries-or-5-hours-of-local-seo/

These slides were presented at the Semrush webinar "The True Value Of Local Search: A Case Study Across Five Countries | 5 Hours of Local SEO". Video replay and transcript are available at https://www.semrush.com/webinars/the-true-value-of-local-search-a-case-study-across-five-countries-or-5-hours-of-local-seo/

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Rasmus Himmelstrup — The True Value Of Local Search: A Case Study Across Five Countries | 5 Hours of Local SEO

  1. 1. part of Rasmus Himmelstrup Head of Resolution, Denmark rasmus.himmelstrup@resolutionmedia.com twitter.com/rasmusgi The True Value of Local Search
  2. 2. Specsavers: A Multi- national Optical and Hearing Retail Chain Specsavers is a multinational optical retail chain with presence in 12 countries and 2100+ locations worldwide. This case is for the locations in Denmark, Sweden, Norway, Finland and the Netherlands.
  3. 3. Localisation of the Search Engine Result page (examples) Store location extensions Bidding strategies based on store visits (O2O) Bidding adjustments based on store proximity Google My Business (GMB) pages Service short-cut directly from GMB Offer Ads in GMB with current promotions Reviews & Q&As
  4. 4. We started with few listings and missing data 81 profiles found of 430 From those 81 profiles we saw… Google, Google Maps, Facebook, Foursquare, Where to, Navmii, Brownbook, Infobel, Tupalo og Cyklex
  5. 5. Lack of ownership, information and visual identiy
  6. 6. Several Duplicates, No Tracking And No Activation Of GMB Data Lack of tracking Lack of information Lack of ownership Wrong phone number No use of service URLs No review management No Q&A management Increased visibility Conversions from GMB GMB added features GMB data activation Enhancement of ‘Store Visits’ Status on Google My Business Google My Business Possibilities
  7. 7. ..and no visibility in 3-packs
  8. 8. We First Optimised.. Then Tested All Possible Ranking Factors Google My Business ranking factors Local Search ranking factors RELEVANCE DISTANCE PROMINENCE Correct, proper data and ownership GMB Features Category / attributes Reviews Images / video
  9. 9. Correct, proper data and ownership GMB Features Category / attributes Reviews Images / video
  10. 10. Initial Google My Business Optimisations 10 GMB Basics GMB (Covid) Posts GMB (Covid) Q&As GMB Products
  11. 11. +133% Impressions +70% Views +133% Website Clicks +96% Calls +56% Actions +14% Directions +250% Brand Searches +113% Maps Searches +96% Discovery Searches
  12. 12. GOOGLE MY BUSINESS DASHBOARD Initial Google My Business Performance
  13. 13. Insights From Paid Search – CPV Vs. Cpo 12% 2% 21% 39% 2% 23% kr. 0,00 kr. 50,00 kr. 100,00 kr. 150,00 kr. 200,00 kr. 250,00 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 1 2 3 4 5 6 % of budget CPV 12% 2% 21% 39% 2% 23% kr. 0,00 kr. 100,00 kr. 200,00 kr. 300,00 kr. 400,00 kr. 500,00 kr. 600,00 kr. 700,00 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 1 2 3 4 5 6 % of budget CPO O2O OAS
  14. 14. Conversion Rate Assessment For Webshop Sales Vs. Store Sales Offline By Distance 0% 2% 4% 6% 8% 10% 12% Within 700 meters Within one kilometer Within 5 kilometers Within 10 kilometers Within 15 kilometers Within 20 kilometers Within 25 kilometers Within 30 kilometers Within 35 kilometers Within 40 kilometers Within 45 kilometers Within 50 kilometers Within 55 kilometers Within 60 kilometers Within 65 kilometers Beoynd 65 kilometers Webshop sales Store sales offline 14
  15. 15. Organic Traffic Performance 0 5000 10000 15000 20000 25000 0 100000 200000 300000 400000 500000 600000 Organic Sessions Y1 Sessions Y2 Conversions Y1 Conversions Y2 Store visits Convers.: Index 130 Sessions: Index 140 YoY Shop visits: Index 150 Store visit rate: Index 120 Sep-Dec. YoY 0 0,02 0,04 0,06 0,08 0,1 0,12 0,14 0,16 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 Shop Visits Y1 Shop Visits Y2 Store visit rate Y1 Store visit rate Y2
  16. 16. Store Visits – CVR From GMB • GMB – 17,54% Store Visit Rate 17,9%
  17. 17. Store visits in Analytics is on predefined cities only…
  18. 18. ..unless you can identify the stores onsite
  19. 19. …and it can be adjusted exactly as you prefer (if data is available) – e.g. Product category, gender, best buyers etc. Custom categories
  20. 20. Steady increase in Traffic and Revenue 6-digit revenue growth from local search per market Sessions: Index +300 YoY Revenue: Index +300 YoY
  21. 21. Google My Business Effect From Sales Model (Denmark) Modelled On Clicks Search Effect pr. 1000 clicks GMB Organic Paid brand Paid generic 100 110 105 330
  22. 22. 22 On average people who have visited a local listing buys 2,6 times more of [insert product] offline
  23. 23. How To Gain Maximum Value Of Local Search 23 Proper information. Make sure all locations contain proper information across all local directories. Use local insights to optimise income online and to create footfall offline Use all possible features of Google My Business and integrate with Ads, Social and Analytics. Proper information Location data Optimise online and offline Local Management tools The value of local search Proximity and time The value of local search and the activation of local data is huge when activated properly. Activate local data and bids based on proximity, demographics and time. Activate all data across platforms using local management tools.
  24. 24. Rasmus Himmelstrup Head of Resolution Resolution Media @rasmusgi rasmus@seoanalyst.dk rasmus.himmelstrup@resolutionmedia.com

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