local university: twin cities - deep dive into website optimization
DESCRIPTION
From MnSearch Presents Local University: Twin Cities in Minneapolis, James Svoboda of WebRanking takes a deep dive on Local keyword research, site architecture for Local businesses, and detailed link building ideas.TRANSCRIPT
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Deep Dive: Website Optimization
Presented by: James Svoboda (@Realicity)
VP of MnSearch, CEO of WebRanking.com
Local University: Twin Cities - September 28, 2012
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TARGETING &LOCAL KEYWORDS
James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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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?
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James Svoboda Deep Dive: Website Optimization September 2012 Download: 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
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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…
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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…
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
HOW MANY COMPETITORS ARE IN YOUR AREA?
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
Fewer Competitors = Larger Range
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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
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INITIAL KEYWORDRESEARCH
James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
START A KEYWORD LIST
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
WEBMASTER TOOLS (GOOGLE & BING )
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
GOOGLE ANALYTICS
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
SEARCH SUGGEST (GOOGLE & BING )
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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
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DATA DRIVENKEYWORDRESEARCH
James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
GOOGLE ADWORDS RESEARCH AD GROUP
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
COMPETITOR KEYWORDS
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
INDIVIDUAL KEYWORD RESEARCH & GROUPINGS
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
Ubersuggest.org
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
Ad Group Level “Add Keywords”
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
KEYWORD LIST WITH SEARCH VOLUME
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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.
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SITE ARCHITECTUREFOR
LOCAL BUSINESSES
James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
SAMPLE SITE ARCHITECTURE
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
INTERNAL LINKING
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
EXTERNAL LINK POPULARITY FLOW
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
HOMEPAGE CONTENT & LINKS
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
TOP & BOTTOM NAVIGATION LINKING
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
FOUNDATION PAGES
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
BLOGS & SUPPORTING CONTENT
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
WEBMASTER TOOLS (GOOGLE & BING )
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LOCALLINK BUILDING
James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
COMPETITOR BACK LINKS
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
PARTICIPATE IN LOCAL EVENTS
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
WHITESPARK: LOCAL BUSINESS CITATION FINDER
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
433 CITATIONS FOR INSURANCE MINNEAPOLIS
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
GOOGLE SEARCH: CHAMBERS & BUSINESS ASSOCIATIONS
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
SAINT PAUL CHAMBER BUSINESS DIRECTORY
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
LOCAL GUEST BLOG OPPORTUNITIES
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James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
SOCIAL SHARING, THE NEW LINK
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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