essential seo analytics #smx west 2013
DESCRIPTION
@Rhea moderated this session on Essential SEO Analytics. In my presentation I looked at real metrics for SMB Online Marketing. For small businesses internet marketing can be a critical part of their success or it might be a stinking pile of frustration. In this presentation I unpack some of the real metrics that matter for local businesses and highlight some bad practices in call tracking for local search.TRANSCRIPT
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
You’ll See It When You Believe It
Essential SEO Analytics
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
CUSTOMERSThe reason we’re all here.
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
![Page 4: Essential SEO Analytics #SMX West 2013](https://reader037.vdocuments.site/reader037/viewer/2022110119/555bde0dd8b42a33078b47fe/html5/thumbnails/4.jpg)
Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
If I Can’t See It, It Doesn’t Exist
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
![Page 6: Essential SEO Analytics #SMX West 2013](https://reader037.vdocuments.site/reader037/viewer/2022110119/555bde0dd8b42a33078b47fe/html5/thumbnails/6.jpg)
Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
http://www.flickr.com/photos/darrenhester/http://www.searchinfluence.com/2010/11/have-you-measured-it/
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
![Page 8: Essential SEO Analytics #SMX West 2013](https://reader037.vdocuments.site/reader037/viewer/2022110119/555bde0dd8b42a33078b47fe/html5/thumbnails/8.jpg)
Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
REPORTINGAnd then we screw it all up.
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
![Page 10: Essential SEO Analytics #SMX West 2013](https://reader037.vdocuments.site/reader037/viewer/2022110119/555bde0dd8b42a33078b47fe/html5/thumbnails/10.jpg)
Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
![Page 11: Essential SEO Analytics #SMX West 2013](https://reader037.vdocuments.site/reader037/viewer/2022110119/555bde0dd8b42a33078b47fe/html5/thumbnails/11.jpg)
Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
LEADSShow me the money.
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
WEB FORMS
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
Web Forms – Input
Clear call to action Hidden fields trap:
Referrer data URL String for social
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
Web Forms – Output
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
CALLSThe Holy Grail for Local Business
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
Calls - Output
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
GETTING THE CREDITGoogle just made it a lot easier
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
![Page 20: Essential SEO Analytics #SMX West 2013](https://reader037.vdocuments.site/reader037/viewer/2022110119/555bde0dd8b42a33078b47fe/html5/thumbnails/20.jpg)
Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
![Page 21: Essential SEO Analytics #SMX West 2013](https://reader037.vdocuments.site/reader037/viewer/2022110119/555bde0dd8b42a33078b47fe/html5/thumbnails/21.jpg)
Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
DANGERCall tracking and local SEO go together like Peanut Butter and Poo
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
Call Tracking in Local SEO• Business Owners: Are You Sabotaging
Your Own Local Listings?• For Local SEO, Lack Of Call
Tracking Solution Spawns Cloaking• Be Wary Of Call Tracking Numbers In
Local Search• Google Details Information Sources fo
r the Business Listing “Cluster”
• Time to Reexamine hCard to Solve the Call Tracking Issue in Local
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
Can It Ever Work?
Using Javascript for phone and image replacement can work.Microsites aren’t good enough. Robots.txt isn’t going to keep that number from indexing.Pushing bad numbers into Local Search Ecosystem is EVIL. Don’t do it.
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
SEARCH INFLUENCEScalable Solutions Powered by Experts
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
About Search Influence
• Helping customers successfully market online since 2006• We work with thousands of clients, directly and as a white-label
provider to major national media companies.• Scalable Solutions Powered by Experts
• Search Influence:• 50+ full-time employees• 70+ contract writers• 12 AdWords Certified Staff
• Reputation:• 2011 Inc. 500 honoree• Recognized leader in search and social for local business• Over a decade in online media
AsdfasdfConfidential, Property of Search Influence, LLC © 2013
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
As Seen In:
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
SI on The Updates
Google “Farmer” Update: Big Panda Makes Mountains and Molehills
Google's Comin', Yo! Penguin Update Resources You Can Use
SEO is Dead! Long Live SEO!
Be Semantic: How to Install Microdata
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Copyright Search Influence, LLC © 2013
@w2scott Presented to SMX WestSearch Influence helps customers successfully market online.
Thank you!
Will Scott– searchinfluence.com/blog– [email protected]– twitter.com/w2scott