the application of gis modeling to search engine optimization · the application of gis modeling to...
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![Page 1: The Application of GIS Modeling to Search Engine Optimization · The Application of GIS Modeling to Search Engine Optimization June 28, 2016 Seann G. Bernshaw Chief Data Scientist](https://reader030.vdocuments.net/reader030/viewer/2022011903/5f14d611fb0bd53693027ea1/html5/thumbnails/1.jpg)
The Application of GIS Modeling to
Search Engine OptimizationJune 28, 2016
Seann G. BernshawChief Data ScientistPacific Digital Group
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What is Digital Marketing?
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Digital Marketing
o Inbound Marketing Channels
o Keyword Based
o Content Dependent
o Authority Reliant
o Rankings Driven
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Digital Marketing Goals
o Maximize Rankings
o Increase Brand Discovery
o Promote Engagement
o Stimulate Conversions
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o Keyword Rankings
o Click Through Rates
o Conversion Rates
Digital Marketing Performance
Brands and Channels
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Beware of the Penguin
Google launched the Penguin Update
to better catch sites deemed to be
spamming its search results.
Beware of the Panda
Google’s Panda Update is a search
filter meant to stop sites with poor
quality content from working their
way into Google’s top search results.
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Jacuzzi Case Study
Franchise Centric
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o Where are the franchise stores located?
o What is the trade area of each franchise?
o How do we determine market potential?
o How do we focus digital marketing on
these markets?
Jacuzzi Location Analytics
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Jacuzzi Texas Franchise LocationsTrade Areas
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Dickinson Franchise Trade Area
Trade Area Based on 45 Minute Drive Time
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Dickinson Trade AreaTapestry Segmentation
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Dickinson Trade Area
Monthly Search Volumes
Search VolumesFromGoogle Analytics
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Jacuzzi Case Study
Customer Centric
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o Who are the best customers?
o What is the profile of the best customer?
o Where are these customers located?
o What characteristics contribute to sales?
o How do we target this market potential?
Clients and Consumers
Jacuzzi Sales Analytics
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Jacuzzi Sales Heat Map by Top Zip Codes
Based on Jacuzzi CRM Data
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o Integrate CRM Data with Demographic,
Tapestry, Social and Search Data
o Descriptive Statistics
o Correlation Studies
o Model Building
o Parametric Analysis and Forecasting
Think Granular!
Jacuzzi Sales Analytics
Methodologies
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Jacuzzi Top Sales Performing Zip Codes
Based on Jacuzzi CRM Data
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Ludlow, Vermont
6E – Resort Dwellers
Tapestry MedianSegment Income
6E – 68.2% $ 46,0008F – 25.9% $ 39,0006C – 5.9% $ 53,000
Overall $ 50,341
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Lubbock, Texas
Diverse Segments
Tapestry MedianSegment Income
7A – 20.8% $ 64,00011B – 13.9% $ 36,0001D – 12.8% $104,000
Overall $ 79,096
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Encinitas, California
Diverse Segments
Tapestry MedianSegment Income
2A – 26.8% $ 98,0003C – 11.4% $ 51,0009B – 10.8% $ 61,000
Overall $ 87,452
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Mill Valley, California
Diverse Segments
Tapestry MedianSegment Income
2A – 63.1% $ 85,0001A – 22.3% $157,0009B – 10.4% $ 61,000
Overall $119,574
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Jacuzzi Analytics
Implications for SEO
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o Case Study 1
Location Matters!
Rank Where it’s Important!o Case Study 2
Rank With Your Customers!
Determine ROI for Expenditure
on Digital Marketing
Jacuzzi Sales Analytics
Implications for Jacuzzi SEO ROI
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SEO + GIS
Long Term Implications
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o Currently
Specific Market Targeted (Retargeting)
o Currently
Multi Targeted Content Specific
o Long Term or LTE
Multi Platform & Customer Targeted Content
Specific Paid Search
SEO + GIS
Implications for Digital Marketing
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