This document discusses how businesses can bring together search engine optimization (SEO) and local marketing by measuring various key performance indicators (KPIs). It recommends claiming business listings on Google Places, encouraging reviews on various sites, registering locations with Foursquare, and implementing web analytics like Google Analytics to measure metrics like visits, calls, downloads, and referrals from different online marketing channels. Measuring these KPIs across SEO, social media, directories and other local listings allows businesses to understand what is driving traffic and success. The document emphasizes that measurement and monitoring are important to optimize local and online marketing strategies.

1. Search & LocalBring it all Together with Measurement March 21, 2011 Alan K’necht President/Founder K’nechtology Inc. alan@knechtology.com @aknecht

2. About K’nechtology

3. About Me Providing Internet/Web Consulting Service since 1995 Always heavily focused on measuring success Internationally published /interviewed by many publications Authored “The Last Original Idea – A Cynics’ View of Internet Marketing” – October 2010

4. Search & Local

5. In the Beginning Location was everything!

6. Then Location was everything + right neighbourhood!

7. As time went buy… Location was everything + Neibourghood + Signage!

8. Society Searched for Convenience Location was everything

9. Then Along Comes the Internet

10. With Internet What’s Important Location is everything! Must be top of search results Location is everything + right neighbourhood Various directories & locations points for contact Location is everything + Neibourghood + Signage On-line ads & messaging

11. Local in 2011

12. Local in 2011

13. Google Places

14. So What Do You Need To Do? SEO? In 1998 Be local but think global 2011 Be global but think local

15. So What Do You Need To Do? SEO Claim you business in Google Places For each business location Encourage clients/customers to post reviews Register with industry review sites (i.e. Yelp) that provide local information Be a local area of expertise and provide unbelievable customer service Register each location with Foursquare Offer incentives to participants

16. Bring it all Together with Measurement

17. Remember to Measure & Monitor

18. Measuring Success Implement web analytics At a minimum Google Analytics (it’s free) Based on the goals of site might need something more advanced If Business get’s lots of calls from its website? Implement a call tracking solution If offering specials - implement a trackable coupon mechanism What site did they get it from Measure downloads to conversions Track back redeemed coupons to marketing source

19. Measuring Success Use all analytic tools at your deposal Google Places provides a monthly summary of activity Look at detailed referrer reports from your analytics Where permissible tag referring URLs with tracking codes Twitter post Facebook updates Directory listings Etc. For General SEO & Paid traffic implement call tracking Google Places does not allow call tracking

20. Google Places Info

21. URL Shorter Reports

22. Some Common KPI for SEO & Local $/Visit (Revenue per visit) Interactions/Visit Visits/Download (ie coupons) Visits/Registrations Visits/Calls Likes per post Avg. Click-throughs per Tweet RT per Tweet Are These numbers good or bad?

23. SEO & Analytics area Team Effort Get Everyone Involved

24. Local Visitor On-Site Off-Site OrganicSearch Buy Calls ? PPC Download Store Visits Other Register Other Analytics

25. Thank You! Alan K’necht - K’nechtologyInc. www.knechtology.com Follow me on Twitter @aknecht Learn more about the history ofInternet Marketing & get a copy of “The Last Original Idea”