A Case Study of How Nestoria used Geo-Data for effective local search marketing, using geo-location data extracted from Open Street Maps and other geodata sources to increase traffic and reduce costs for local search advertising

1. Case Study: The Effective Use of Geo-
Data for Search Marketing
(SEM & SEO)

2. An Introduction to Nestoria
• A leading residential real estate vertical search engine
– 7 years expertise across 8 countries (UK, France, Germany,
Italy, Spain, Australia, India & Brazil)
– 3 million unique users each month
– 10+ million properties advertised and indexed each month
• Commercial agreements in place with over 80 of the
World’s leading real estate portals
– Property listings are aggregated and de-duplicated to
provide an optimal user experience
– Driving clicks to listings on portals on a CPC basis
• CPCs significantly below those available directly on Search Engines

3. Clients: Property Portals who trust Nestoria

4. Nestoria’s Challenge
• Users typically find Nestoria when searching on Google or Bing for
property to buy or rent using very geo-specific terms:
– E.g. ‘Flat for sale near Tooley Street, SE1’
• The residential property market is very competitive and CPCs are
high
– Property portals, estate agents, classified ads & other vertical search engines
compete for search positions
– Getting the wrong clicks can waste a lot of money!
• Effective local search marketing needs accurate and regularly
updated geo-data for each catchment area broken down by street
name, colloquial name, area, postcode, region etc.
– In Europe data can be very expensive and often omits colloquial names
– In Brazil and India, it is often not available or of poor quality and very
expensive
– In countries like Brazil and India, new built areas are often not on maps!

5. Some Peculiarities of Geo-Data
• Map data is often misleading as people:
– Use colloquial names such as ‘Chinatown’ as opposed to ‘Gerrard Street’
– Use old or local names after official names or geographic boundaries change
– Get confused when a long road crosses several parts of a town or city
• E.g. is this street in Shoreditch, Hoxton or Hackney?
– Misspell or mis-type names
• E.g. ‘Bermondsey Street’ vs ‘Bermonsey Street’ vs ‘Burmondsey Street’
• Local search habits vary by country and region
– Post codes may not be exact : in some countries users search according to
proximity to a landmark or station
• Do you know which addresses belong to which catchment area?
• Geo-IP solutions only capture searchers near the searched for place not
those searching for that place but from another location
• Studying analytics or customer data tells you only the customers that
found you, not those who found your competitor!

6. So what did Nestoria do?
• Developed proprietary geo-coding technology to extract geo-data from
Open Street Maps overlaying additional data sources to improve targeting
and data quality:
– Accessing large volumes of accurate regularly updated geo-data
– Not subject to rate limits and overage fees!
• Used this geo-data to conduct targeted search marketing at scale across 8
markets combining:
– Nestoria’s expertise and understanding of how people conduct local searches
in each geographic location
– Its ability to extract colloquial names and mis-spellings
– Google and Bing API expertise to create hundreds of thousands of geo-
targeted keywords and Ads
– Automated bid management to control costs
• Targeted large numbers of less competitive ‘long tail’ searches that
individually bring few clicks but together bring a lot of cheap clicks
• Created geo-targeted landing pages for SEO

7. The results
• As a result Nestoria was able to:
– Build a market leading presence across 8 markets
• Greatly increasing click volumes and reducing average CPCs
• Target long tail searches including for colloquial names and
mis-spellings rather than simply using official place names
(e.g. place names from the Royal Mail Address File)
– Build a strong market presence in India and Brazil
despite the difficulty in obtaining good geo-data
– Reduce dependence on high cost and rate limited geo-
data sources

8. HOW TO SUPER-CHARGE YOUR
LOCAL SEARCH MARKETING

9. Your interest in Local Search Marketing
• Lokku, the parent company of Nestoria, is now looking at ways to
share its expertise and technology
• If any or all of these apply:
– You spend large sums on local search advertising, whether or not you
have local branches or stores
– CPCs are high due to competition from other local search marketers
– Reducing CPCs even by 10-15% could result in substantial cost savings
– You find it hard to scale your local search marketing to hundreds of
thousands of keywords, including long tail keywords
– To the extent that you use geo-data, you just use basic data like store
addresses, postcodes, cities or official place names
– You do not have easy access to all local place names including
colloquial names in your catchment area
• Then Lokku’s technology and expertise in local search marketing
across 8 countries could benefit you

10. What does Lokku Offer?
• With 7 years expertise in Geo-locational marketing across 8
countries Lokku
– Knows how people search for location based services across 8
countries
– Understands all the issues around colloquial names, misspellings,
duplicate place names
– Knows how to use this information to do effective, high-volume search
advertising and optimisation
– Is an expert in using open geo-data sources like OpenStreetMap,
geonames, etc.
– Is expert in using Google and Bing APIs to automate the creation of
large volumes of geo-localised ad copies and manage these profitably
– Knows how to target long tail searches by appending geo-localised
data to keywords on a large scale

11. If you would like to discuss how Lokku could provide
you with accurate, affordable geo-data for SEM &
SEO campaigns contact us at:
Email: geosearch@lokku.com