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Local University: Twin Cities - Deep Dive Into Website Optimization

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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 …

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.

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  • 1. Deep Dive: Website OptimizationPresented by: James Svoboda (@Realicity)VP of MnSearch, CEO of WebRanking.comLocal University: Twin Cities - September 28, 2012
  • 2. TARGETING &LOCAL KEYWORDS James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 3. 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? James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 4. 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 James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 5. 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, TheStatesState - Minnesota, MN, MINN, Wisconsin, WI, WISRegional - Twin Cities, MSP, Southwest Metro, Minnesota River Valley , NorthShore …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… James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 6. 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 TheatreDistrict, 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… James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 7. HOW MANY COMPETITORS ARE IN YOUR AREA? James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 8. Fewer Competitors = Larger Range James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 9. 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 James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 10. INITIALKEYWORDRESEARCH James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 11. START A KEYWORD LIST James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 12. WEBMASTER TOOLS (GOOGLE & BING ) James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 13. GOOGLE ANALYTICS James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 14. SEARCH SUGGEST (GOOGLE & BING ) James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 15. 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 James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 16. DATA DRIVEN KEYWORD RESEARCH James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 17. GOOGLE ADWORDS RESEARCH AD GROUP James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 18. COMPETITOR KEYWORDS James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 19. INDIVIDUAL KEYWORD RESEARCH & GROUPINGS James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 20. Ubersuggest.org James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 21. Ad Group Level “Add Keywords” James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 22. KEYWORD LIST WITH SEARCH VOLUME James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 23. 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. James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 24. SITE ARCHITECTURE FORLOCAL BUSINESSES James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 25. SAMPLE SITE ARCHITECTURE James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 26. INTERNAL LINKING James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 27. EXTERNAL LINK POPULARITY FLOW James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 28. HOMEPAGE CONTENT & LINKS James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 29. TOP & BOTTOM NAVIGATION LINKING James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 30. FOUNDATION PAGES James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 31. BLOGS & SUPPORTING CONTENT James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 32. WEBMASTER TOOLS (GOOGLE & BING ) James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 33. LOCALLINK BUILDING James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 34. COMPETITOR BACK LINKS James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
  • 35. PARTICIPATE IN LOCAL EVENTS James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 36. WHITESPARK: LOCAL BUSINESS CITATION FINDER James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 37. 433 CITATIONS FOR INSURANCE MINNEAPOLIS James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 38. GOOGLE SEARCH: CHAMBERS & BUSINESS ASSOCIATIONS James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 39. SAINT PAUL CHAMBER BUSINESS DIRECTORY James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 40. LOCAL GUEST BLOG OPPORTUNITIES James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 41. SOCIAL SHARING, THE NEW LINK James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/presentation
  • 42. 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/presentationVisit the Minnesota Search Engine Marketing Association at www.mnsearch.org