THE MASTER PLANDominate Local Search.

THE RIGHT BUSINESS

• Building a business of value

• Position yourself as the expert

• Take the lion's share of business

• Charge a premium price

DOMINATE PAGE #1

• Places

• Adwords

• Organic

OUR BUSINESS FLOW

• Understanding products / services

• Research target market / competition / keywords

• Build a website

• Install Google Analytics & Webmaster Tools

• On page optimisation / conversion / enquiry form

• Google Places

• Google Adwords

• Quick cash: promo / customer reactivation

OUR BUSINESS FLOW - CONTINUED

• Off Page SEO

• Video marketing

• White paper, build database & auto-responders

• Web 2.0: Twitter / Facebook / Foursquare

• Press release

• Regular blogging: top questions / interview experts / Google alerts

• Build info product

HOW SEARCH ENGINES WORK

• Based the way research reports work

• Google's goal is to provide the best user experience

• Places, Adwords, Organic are different butit's all about the keywords

UNDERSTANDING KEYWORD TARGETS

• Browsing phrase vs buying phrase

• Camera vs. Sony Handicam HDR-SR11

• Dentist vs. South Yarra Dentists

• Inside the mind of your searcher

BUILDING YOUR KEYWORDS

• How is local business different? traffic + conversions

• Identify top services / products

• Use Google free keyword tool / Market Samurai

• Target best keywords and add area modifiers

• e.g. Printing Services Melbourne

DON’T TELL ME, SHOW ME

THE PERFECT DOMAIN NAME

• Brand domain vs. keyword domain

• 2-3 words long

• Avoid hyphens

• .com.au or maybe .net.au, .org.au

• e.g. www.melbourneSEOservices.com

BUILDING A STRONG STRUCTURE

• Home, Services Clients, About, Contact, Blog

• Perhaps individual pages for services

• No website? Use Wordpress

• e.g www.thedentists.com.au

EASY AS 1,2,3

• 1st Tier Primary money phrase / domain

• 2nd Tier - Primary services + modifiers / pages

• 3rd Tier - Longer tail + suburbs / blog

ONPAGE SEO

• 1 page... 1-2 keywords

• Unique page titles

• Meta description (160) & meta keywords

• 300 words minimum

• Keyword density (x3 per 500 words)

• H1 tags, bold, italics, image tags

• Keywords in urls(domain.com/keyword.html)

• e.g. www.planet13.com.au

QUESTIONS