Deep Dive Into Website Optimization from Local University: Twin Cities

Deep Dive: Website Optimization

Presented by: James Svoboda (@Realicity)
VP of MnSearch, CEO of WebRanking.com
Local University: Twin Cities - September 28, 2012

TARGETING &
LOCAL KEYWORDS

James Svoboda Deep Dive: Website Optimization
September 2012 Download: www.webranking.com/presentation

TARGETING BY DISTANCE
Do You Drive to Customers?
 How Far Are You Willing To Drive?
 Which Of These Areas You Will Service?

Do Your Customers Travel To You?
 How Far do 80% of Your Customers Drive to Reach You?
 What Are the Areas These Customers Come From?

Is Location Relative or Absolute?
 Are you bound by geographic restrictions such as laws?
 Can you do business without meeting the customer?


GEOGRAPHIC KEYWORDS: CITY, STATE, ZIP CODE…

Source: Search Engine Land - searchengineland.com/how-users-search-for-local-businesses-5-tips-to-optimize-local-listings-97612


IDENTIFY GEOGRAPHIC LOCATIONS
Where Are You or Your Customers Located In?
Country - US, U.S., USA, U.S.A., United States, United States of America, The
States
State - Minnesota, MN, MINN, Wisconsin, WI, WIS
Regional - Twin Cities, MSP, Southwest Metro, Minnesota River Valley , North
Shore …
County - Hennepin, Ramsey, Scott, Dakota, Washington, Anoka, Carver…
Cities - Minneapolis, MPLS, St. Paul, Saint Paul…
Area Codes - 612, 952, 651, 763…
Zip Codes - 55401 – 55488 (mpls), 55101 – 55188 (st. paul), …
Neighborhoods - Downtown, Uptown, Summit-University, 50th & France…


LOCATIONS NEARBY
Where Are You or Your Customers Located Near?
Freeways & Highways - 35W, 35E, 94, 394, 494, 694, 169, 100, County Roads…
Streets & Roads - Washington, Cedar, Hennepin, Hiawatha, Lyndale, Excelsior,
University, France, Lake, Grand…
Lakes - Superior, Calhoun, Harriet, Minnetonka, Prior, White Bear, Mille Lacs…
Rivers - Mississippi, Minnesota River, ST./Saint Croix, Red River, Le Sueur…
Parks - Highland, Loring, Como, Minnehaha, Theodore Wirth, Riverfront …
Attractions - MN Zoo, Fort Snelling, Sculpture Garden, Como, Hennepin Theatre
District, Minnesota Landscape Arboretum, Historic Sites…
Annual & Seasonal - State Fair, Renaissance Festival, Winter Carnival…
Sporting Events - Vikings, Twins, Timberwolves, Lynx, Swarm, St. Paul Saints,…
Venues - MOA, Metrodome, Target Field, Target Center, First Ave, Mystic Lake,
Canterbury Park, Golf Courses, Airports and Airfields…


HOW MANY COMPETITORS ARE IN YOUR AREA?


Fewer Competitors = Larger Range


WHO ARE YOU? WHAT DO YOU DO?
Professional Title - Dentist
• Industry/Specialty - Pediatric Dentist
• Common/Unofficial - Kids Dentist

Business Classification - Dental Practice
• Industry/Specialty - Pediatric Dentistry
• Common/Unofficial - Kids Dental Office

Services Overview - Dental Services
• Industry/Specialty - Pediatric Dental Care
• Common/Unofficial - Kids Dental Check Up

Specific Services - Tooth Removal
• Industry/Specialty - Pediatric Dental Extraction
• Common/Unofficial - Pull Kids Teeth


INITIAL
KEYWORD
RESEARCH

START A KEYWORD LIST


WEBMASTER TOOLS (GOOGLE & BING )


GOOGLE ANALYTICS


SEARCH SUGGEST (GOOGLE & BING )


ASK SOMEONE WHO CARES

Talk to people connected to
the business.
- Owners
- Managers
- Sales
- Customer Service
- Producers
- Brand Managers
- Conduct Surveys
- and even customers...

*Conduct Feedback Surveys


DATA DRIVEN
KEYWORD
RESEARCH

GOOGLE ADWORDS RESEARCH AD GROUP


COMPETITOR KEYWORDS


INDIVIDUAL KEYWORD RESEARCH & GROUPINGS


Ubersuggest.org


Ad Group Level “Add Keywords”


KEYWORD LIST WITH SEARCH VOLUME


YOU’VE GOT KEYWORDS. NOW WHAT?

• Optimize current Pages of your site for SEO purposes.
• Optimize current Copy of your pages for Sales purposes.
• Optimize current URL’s and Site Architecture.
• Optimize Internal Link Text.
• Use for building External Links to your site.
• Create new “Foundation” pages that you do not already have.
• Create “Supporting” content such as blog posts.
• Use to monitor Search Traffic & Rankings to gauge your efforts.
• Use for a Google AdWords or Bing adCenter PPC campaign.


SITE ARCHITECTURE
FOR
LOCAL BUSINESSES


SAMPLE SITE ARCHITECTURE


INTERNAL LINKING


EXTERNAL LINK POPULARITY FLOW


HOMEPAGE CONTENT & LINKS


TOP & BOTTOM NAVIGATION LINKING


FOUNDATION PAGES


BLOGS & SUPPORTING CONTENT


LOCAL
LINK BUILDING


COMPETITOR BACK LINKS


PARTICIPATE IN LOCAL EVENTS


WHITESPARK: LOCAL BUSINESS CITATION FINDER


433 CITATIONS FOR INSURANCE MINNEAPOLIS


GOOGLE SEARCH: CHAMBERS & BUSINESS ASSOCIATIONS


SAINT PAUL CHAMBER BUSINESS DIRECTORY


LOCAL GUEST BLOG OPPORTUNITIES


SOCIAL SHARING, THE NEW LINK


THANK YOU!

James Svoboda
VP, MnSearch / CEO, WebRanking
t: @realicity
e: james.s [at] webranking.com
b: www.webranking.com/blog

Download: www.webranking.com/presentation

Visit the Minnesota Search Engine Marketing Association at www.mnsearch.org

Deep Dive Into Website Optimization from Local University: Twin Cities

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Deep Dive Into Website Optimization from Local University: Twin Cities