Smx Stockholm Local Search Boat Company Lovers - Martijn Beijk & Jaap Dijkstra

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Education

Published on October 16, 2009

Author: martijnbeijk

Source: slideshare.net

Description

Local Search Presentation by Boat Company Lovers and Onetomarket at SMX Stockholm 2009

Boat Company Lovers Local Search

Martijn Beijk SEO & Local Search Specialist http://www.onetomarket.com http://www.martijnbeijk.com Local Search Optimization for:

Martijn Beijk

SEO & Local Search Specialist

http://www.onetomarket.com

http://www.martijnbeijk.com

Local Search Optimization for:

Jaap Dijkstra Business Developer at Boat Company Lovers www.lovers.nl www.floatingdutchman.nl

Jaap Dijkstra

Business Developer at Boat Company Lovers

www.lovers.nl

www.floatingdutchman.nl

Amsterdam Canal Cruise Market

2nd most visited attraction in the Netherlands 3.2 million passengers per year Prices between €12 and €70 per ticket Fierce competition Amsterdam Canal Cruise Market

2nd most visited attraction in the Netherlands

3.2 million passengers per year

Prices between €12 and €70 per ticket

Fierce competition

Trade fairs (WTM, ITB etc.) Road shows Brochures Partner websites / brochures Coupons (offline media) Targeting

Trade fairs (WTM, ITB etc.)

Road shows

Brochures

Partner websites / brochures

Coupons (offline media)

Driving Innovation

Measuring ROMI Decrease reaction time Minimizing handling costs & potential for failure Benefits before costs Challenges

Measuring ROMI

Decrease reaction time

Minimizing handling costs &

potential for failure

Benefits before costs

Solution

20% - 40% Search Queries are local

20% - 40%

Search Queries

are local

Why Local Search? How to start a successful Local Search campaign Ranking Factors Lessons Learned Take aways Questions?

Why Local Search?

How to start a successful Local Search campaign

Ranking Factors

Lessons Learned

Take aways

Questions?

Search

Universal Search

 

Discover

Re-discover

What, where?

 

Starting a successful campaign # 1: Starting a successful campaign

Vanity URL 301 Redirect Tracking parameters #2 Measuring campaigns Effectively

Statistics Local Website traffic ~ 10 % Bounce rate 60 % lower Time on Site 30% higher Visited pages 35% higher Statistics

Local

Website traffic ~ 10 %

Bounce rate 60 % lower

Time on Site 30% higher

Visited pages 35% higher

High ROI

KPI : Conversionrate E-commerce

#3 Choosing the right landingpages

How to reach the top?

http://www.davidmihm.com/local-search-ranking-factors.shtml

http://blumenthals.com/blog/

http://www.geositemapgenerator.com Tools

Google Guidelines

Google

Guidelines

 

Take aways Lessons learned & take aways Direct start, react quickly Low costs even with many storefronts Request white listing # stores > 10 Use tools when applicable High ROI

Direct start, react quickly

Low costs

even with many storefronts

Request white listing # stores > 10

Use tools when applicable

High ROI

Questions? http://www.lovers.nl/en/ http://www.onetomarket.com [email_address] [email_address] http://twitter.com/martijnbeijk Thank you!

http://www.lovers.nl/en/

http://www.onetomarket.com

[email_address]

[email_address]

http://twitter.com/martijnbeijk

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