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

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

deep dive into website optimization from local university: twin cities

website optimizationseptember

francejames svoboda

orgjames svoboda deep

tips james svoboda deep

website optimizationpresented

minnesota river valley

thestatesstate minnesota

geographic keywords

Business

twin cities e-discovery presentation

twin cities orthopedics

hopsnob - startupweekend twin cities 4

mnship twin cities mobility folio

twin cities eat.shop.play

revive! twin cities… education edition

twin cities region

spaces magazine twin cities

twin cities archdiocese bankruptcy filing

twin cities - oms.umn.edu

phenomnal twin cities

twin cities boulevard gardening (.pdf)

geography of the twin cities

trucks and twin cities traffic management · trucks and...

twin cities funk & soul newspaper

twin cities guest guide - shopping

twin cities household ecosystem project

nosh twin cities

welcome twin cities 2013

twin cities' sammies