local university: twin cities - deep dive into website optimization

Deep Dive: Website Optimization

Presented by: James Svoboda (@Realicity)

VP of MnSearch, CEO of WebRanking.com

Local University: Twin Cities - September 28, 2012

http://www.mnsearch.org/

http://www.webranking.com/

TARGETING &LOCAL KEYWORDS

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






TARGETING BY DISTANCEDo 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?

http://www.webranking.com/blog/local-university-twin-cities-presentation-deep-dive-into-website-optimization

http://www.webranking.com/presentation




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 KEYWORDRESEARCH







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 DRIVENKEYWORDRESEARCH







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 ARCHITECTUREFOR

LOCAL BUSINESSES







SAMPLE SITE ARCHITECTURE






INTERNAL LINKING






EXTERNAL LINK POPULARITY FLOW






HOMEPAGE CONTENT & LINKS






TOP & BOTTOM NAVIGATION LINKING






FOUNDATION PAGES






BLOGS & SUPPORTING CONTENT






WEBMASTER TOOLS (GOOGLE & BING )





LOCALLINK 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!

Download: www.webranking.com/presentation

James SvobodaVP, MnSearch / CEO, WebRanking

t: @realicitye: james.s [at] webranking.comb: www.webranking.com/blog

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





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