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The Application of GIS Modeling to
Search Engine OptimizationJune 28, 2016
Seann G. BernshawChief Data ScientistPacific Digital Group
What is Digital Marketing?
Digital Marketing
o Inbound Marketing Channels
o Keyword Based
o Content Dependent
o Authority Reliant
o Rankings Driven
Digital Marketing Goals
o Maximize Rankings
o Increase Brand Discovery
o Promote Engagement
o Stimulate Conversions
o Keyword Rankings
o Click Through Rates
o Conversion Rates
Digital Marketing Performance
Brands and Channels
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.
Jacuzzi Case Study
Franchise Centric
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
Jacuzzi Texas Franchise LocationsTrade Areas
Dickinson Franchise Trade Area
Trade Area Based on 45 Minute Drive Time
Dickinson Trade AreaTapestry Segmentation
Dickinson Trade Area
Monthly Search Volumes
Search VolumesFromGoogle Analytics
Jacuzzi Case Study
Customer Centric
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
Jacuzzi Sales Heat Map by Top Zip Codes
Based on Jacuzzi CRM Data
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
Jacuzzi Top Sales Performing Zip Codes
Based on Jacuzzi CRM Data
Ludlow, Vermont
6E – Resort Dwellers
Tapestry MedianSegment Income
6E – 68.2% $ 46,0008F – 25.9% $ 39,0006C – 5.9% $ 53,000
Overall $ 50,341
Lubbock, Texas
Diverse Segments
Tapestry MedianSegment Income
7A – 20.8% $ 64,00011B – 13.9% $ 36,0001D – 12.8% $104,000
Overall $ 79,096
Encinitas, California
Diverse Segments
Tapestry MedianSegment Income
2A – 26.8% $ 98,0003C – 11.4% $ 51,0009B – 10.8% $ 61,000
Overall $ 87,452
Mill Valley, California
Diverse Segments
Tapestry MedianSegment Income
2A – 63.1% $ 85,0001A – 22.3% $157,0009B – 10.4% $ 61,000
Overall $119,574
Jacuzzi Analytics
Implications for SEO
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
SEO + GIS
Long Term Implications
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
Thank you!
meetpacific.com
pacificagency
pacific_agency
company/pacific-inc-
@meetpacific
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