Analytics For Local Search - SMX Advanced London 2010
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The document discusses local search analytics, outlining best practices for tracking local search traffic and conversions. It highlights the challenges faced in tracking data from local search 'packs' and suggests methods for improving tracking using advanced Google Analytics segments and customization techniques. Additionally, it addresses offline conversion tracking strategies and expresses a desire for better tools and reporting from Google regarding local search performance.
Analytics For Local Search - SMX Advanced London 2010
- 1. Analytics For Local SearchHow and What To Track For Local Searchpresented by Mike Belasco@belasco
- 2. Who Is seOverflow?seOverflow is a search engine optimization and pay per click marketing company in Denver, CO.We specialize in offering solutions that enable web design companies, marketing consultants, and other SEO companies to offer high end SEO services to their clients.The only company with 2 Local Search Ranking Factors participants. We know Local!
- 3. Today’s TopicsStatus Of Tracking Local SearchTrack Traffic From The 7 PackOther Local Search Tracking Techniques The Future Of Tracking Local
- 4. Anatomy of a SERP Pay Per ClickLocal 7 PackUniversal Results
- 5. State Of Analytics For Local SearchWhat Sucks And What Doesn’t Suck …. Ok it mostly sucks
- 6. Difficult to identify traffic from local ‘packs’Search Engines telling you not to use tracking numbersMost true local conversions happen offline or on the phoneData in LBC Dashboard is incomplete (keywords are pre-washed) and not exportableMost local analytics solutions are hacksNo great rank checkers for 7 packCurrent Road Blocks
- 7. Track Local ‘Pack’ Traffic
- 8. 1. Use a 'local vanity' URL as your URL in your Google Local Business Center listing2. Create a 'tracking' URL3. Set up a redirect to 301 redirect your vanity URL to a real 'tracking' URL4. Update your GA Snippet to allow # instead of ? to denote URL parameters (or use the canonical element)5. Configure Advanced Segmentation in GA to view resultsTrack Local ‘Pack’ Traffic
- 9. Create Campaign URL
- 10. redirect 301 /vanityurl http://www.yourdomain.com/#utm_source=google&utm_medium=localpack&utm_campaign=google-universal-localRedirect Vanity URL To Campaign URL
- 11. <script type=”text/javascript”>varpageTracker = _gat._getTracker(”UA-XXXXXXXX-X”);pageTracker._initData();pageTracker._setAllowAnchor(true); pageTracker._trackPageview();</script>OR<link rel="canonical" href="http://www.yourdomain.com"/>Eliminate Duplicate Content
- 12. GA: Create Advanced Segments1. From the Dashboard, click on the Advanced Segments link in the left column2. Choose Create a new customized segment at the upper right of the next page.3. Using the Dimensions drop down menu on the left, click onTraffic Sourcesand you'll get a list of things by which you can filter the segment, includingSource, Medium and Campaign.
- 13. GA: Create Advanced Segments5. Set up three ‘AND’ rules in this advanced segment.Rule #1 Source=googleRule#2 Medium=localpackRule #3 Campaign=google-universal-search
- 14. Create An Advanced Segment
- 15. Other Ways To Track Local Search
- 16. Google LBC ReportsWhat Google LBC reports: Impressions.Visits to website. Requests for more info on Local Listing pageRequests for driving directions and where those requests originated (US only?)Keyword terms used by searchers who saw your listing (pre-washed).
- 18. Google LBC Tracking DataShow clients they are being found by their potential customers for terms they could never hope to rank for in Universal Search.
- 19. Google LBC Tracking DataKeep an eye on changes in what and how Google is reporting in the Maps Dashboard. These are clues to what is important to Google and what it thinks is important to Local searchers.
- 20. Phone call trackingIf you are selling a product add a ‘Buy In Store’ option. (use discount code)Add a ‘In Store Pick-up’ optionCouponsIn-store survey (simple as asking)Simple assumptions based on sales volume/local website traffic volumeIdeas For Tracking Offline Conversions
- 21. The Future Of Tracking Local Search
- 22. Call tracking enabled for at least Google via Google Voice (they’ve done it before)A more seamless tie in of LBC report data in Google AnalyticsA good local ‘pack’ rank checking toolAgency LBC analytics tools to dig deep into a large amount of listingsMy Wish List
Editor's Notes
- #4: Track traffic from the seven pack