Using location data for local content creation

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Ian Howells

Quick tips on using the Location reporting in Google Analytics for prioritizing areas for local content creation.

Tecnologia Notícias e política

Using Location Data
to Inform Local Content Creation

Ian Howells
@ianhowells

Why Create Local Content?

Local – not just for maps anymore.

halo18.com

Perfect For…

Doctors Car Dealers
Dentists Lawn Services
Lawyers Snow Removal
Lasik Surgeons Plumbers
Chiropractors Roof Repair
Restaurants Etc…

halo18.com

Venice and the continued
push to local brings huge
opportunity for local lead
gen, as well as offering
local SEO services.

However…

But First… Advanced Segments

halo18.com

And a Quick Filter…

Now we have just Google organic
traffic with >50 visits in one week.

halo18.com

Option 1

Defensive play to maintain our top converter

Great, localized content (specific to the niche)
Photos from the city (stock or original)
Include “San Jose” in the main call to action

halo18.com

Option 2

Go on offense - Improve the low converter

Great, localized content (specific to the niche)
Photos from the city (stock or original)
Include “Sunnyvale” in the main call to action
Consider a local value prop/selling point

halo18.com

Opportunity

In this case…

Converting at site average means 12 more leads week
That’s an incremental 624 leads per year
Or, $6,240 in revenue on traffic that already exists
Just from Sunnyvale, CA

halo18.com

Extra Opportunity

You can also use this info for…

Geo-targeted Paid Search campaigns

Ego-bait aimed at Google+ sharing
Add keyword – exactly matching – (not provided)
Sort cities with the most signed in visitors
Create content pieces around those cities
Strong CTA to share on Google+

halo18.com

If you’ve already got
traffic, odds are you’re
sitting on local gold mines.

You just need to find them.

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Using location data for local content creation

1. Using Location Data to Inform Local Content Creation Ian Howells @ianhowells

2. Why Create Local Content? Local – not just for maps anymore. halo18.com

3. Perfect For… Doctors Car Dealers Dentists Lawn Services Lawyers Snow Removal Lasik Surgeons Plumbers Chiropractors Roof Repair Restaurants Etc… halo18.com

4. Venice and the continued push to local brings huge opportunity for local lead gen, as well as offering local SEO services. However…

5. There are over 10,000 cities in the US

6. We Need Priorities halo18.com

7. But First… Advanced Segments halo18.com

8. And a Quick Filter… Now we have just Google organic traffic with >50 visits in one week. halo18.com

9. And We’ve Got Cities halo18.com

10. Option 1 Defensive play to maintain our top converter Great, localized content (specific to the niche) Photos from the city (stock or original) Include “San Jose” in the main call to action halo18.com

11. Option 2 Go on offense - Improve the low converter Great, localized content (specific to the niche) Photos from the city (stock or original) Include “Sunnyvale” in the main call to action Consider a local value prop/selling point halo18.com

12. Opportunity In this case… Converting at site average means 12 more leads week That’s an incremental 624 leads per year Or, $6,240 in revenue on traffic that already exists Just from Sunnyvale, CA halo18.com

13. Extra Opportunity You can also use this info for… Geo-targeted Paid Search campaigns Ego-bait aimed at Google+ sharing Add keyword – exactly matching – (not provided) Sort cities with the most signed in visitors Create content pieces around those cities Strong CTA to share on Google+ halo18.com

14. If you’ve already got traffic, odds are you’re sitting on local gold mines. You just need to find them.

15. Happy Data Mining

16. Ian Howells @ianhowells halo18.com

Using location data for local content creation

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