By Karisa Macias / Marketing Manager, Rio SEO
Last week we held a webinar hosted by the folks at Digital Marketing Depot entitled “How Local SEO Automation Delivers Results for Multi-Location Businesses.” For local SEO marketers, accurate tracking, measurement and reporting is critical to save time and keep costs in line.
Rio SEO’s Bill Connard, VP of local search solutions, and Tyler Ludwig, interactive marketing manager, offered great insights on how to not only measure the effectiveness of local SEO efforts, but also how to quickly track local search performance with automated reports.
Roll-up reporting is key for brand marketers trying to better understand how their syndicated local data is performing in organic search across the key search engines, niche directories, mobile apps, in-car GPS devices, and review sites. This is incredibly useful for those who manage multiple locations and want to be able to see all of their data in 1 single report – as opposed to having to go through to each report individually.
Tracking across major search engines and data aggregators, as well as niche directories and websites, doesn’t have to be a time-consuming, fragmented process. It all boils down to a quick process: plan, do, review.
The 3-Step Process to KPI Measurement for Maximum ROI
1. Plan Your Approach
How will you define success? Begin by defining your ROI requirements. This will be different depending on what type of business you are in, but may include traffic increases, more leads, form fills, appointments, or other tangible business benefits.
What conversions will you measure and track? These conversions include web analytics, call tracking, click activities, rankings, brand consistency in local citations, or other indicators.
2. Implement Local Analytics
Measure traffic and click activity across local landing pages by implementing web analytics to track goals, click events and conversions. Segment traffic to your location finder for national, state, city and local pages; identify traffic by source, whether from search, mobile or referrals.
3. Track and Review Results
It’s important to track and measure rankings, citations and reviews across the three major search engines (Google, Yahoo and Bing), local results, and third-party organic results like Yelp and Foursquare.
Focus on online store referral traffic, on-and offline coupon redemptions, loyalty program sign-ups, conversions from paid search campaigns, and retargeting to social influencers.
Automating your local reporting gives you quick and easy access to scheduled reports and hyperlocal reporting data. It allows you to seamlessly track local data consistency across engines, data aggregators and niche local sites, as well as simplifying the process of tracking reviews and ratings.
In one of the webinar poll questions we asked attendees if they had reporting software in place. About 50 percent are measuring their Google rankings alone. Only 25 percent of people are actually measuring or monitoring their rankings on Yahoo and Bing, which account for 30 to 35 percent of overall search traffic.
Roll-up reporting gives marketers and search practitioners a birds-eye view of the overall success of their local SEO strategy. It also provides the highly precise, granular insights needed to meet business goals and affect real change in ROI. For more information around measuring and defining local SEO KPIs, take a look at our next column in Search Engine Watch that we will be posting in the next few days.