Deep Dive: Website OptimizationPresented by: James Svoboda (@Realicity)VP of MnSearch, CEO of WebRanking.comLocal Universi...
TARGETING &LOCAL KEYWORDS         James Svoboda Deep Dive: Website Optimization   September 2012 Download: www.webranking....
TARGETING BY DISTANCEDo You Drive to Customers?  How Far Are You Willing To Drive?  Which Of These Areas You Will Servic...
GEOGRAPHIC KEYWORDS: CITY, STATE, ZIP CODE…Source: Search Engine Land - searchengineland.com/how-users-search-for-local-bu...
IDENTIFY GEOGRAPHIC LOCATIONS       Where Are You or Your Customers Located In?Country - US, U.S., USA, U.S.A., United Sta...
LOCATIONS NEARBY      Where Are You or Your Customers Located Near?Freeways & Highways - 35W, 35E, 94, 394, 494, 694, 169,...
HOW MANY COMPETITORS ARE IN YOUR AREA?              James Svoboda Deep Dive: Website Optimization        September 2012 Do...
Fewer Competitors = Larger Range         James Svoboda Deep Dive: Website Optimization   September 2012 Download: www.webr...
WHO ARE YOU? WHAT DO YOU DO?    Professional Title - Dentist    • Industry/Specialty - Pediatric Dentist    • Common/Unoff...
INITIALKEYWORDRESEARCH      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/prese...
START A KEYWORD LIST      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/present...
WEBMASTER TOOLS (GOOGLE & BING )            James Svoboda Deep Dive: Website Optimization      September 2012 Download: ww...
GOOGLE ANALYTICS      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
SEARCH SUGGEST (GOOGLE & BING )            James Svoboda Deep Dive: Website Optimization      September 2012 Download: www...
ASK SOMEONE WHO CARES                                       Talk to people connected to                                   ...
DATA DRIVEN KEYWORD RESEARCH       James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.c...
GOOGLE ADWORDS RESEARCH AD GROUP             James Svoboda Deep Dive: Website Optimization       September 2012 Download: ...
COMPETITOR KEYWORDS      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presenta...
INDIVIDUAL KEYWORD RESEARCH & GROUPINGS              James Svoboda Deep Dive: Website Optimization        September 2012 D...
Ubersuggest.org      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
Ad Group Level “Add Keywords”          James Svoboda Deep Dive: Website Optimization    September 2012 Download: www.webra...
KEYWORD LIST WITH SEARCH VOLUME            James Svoboda Deep Dive: Website Optimization      September 2012 Download: www...
YOU’VE GOT KEYWORDS. NOW WHAT?• Optimize current Pages of your site for SEO purposes.• Optimize current Copy of your pages...
SITE ARCHITECTURE       FORLOCAL BUSINESSES        James Svoboda Deep Dive: Website Optimization  September 2012 Download:...
SAMPLE SITE ARCHITECTURE      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/pre...
INTERNAL LINKING      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
EXTERNAL LINK POPULARITY FLOW         James Svoboda Deep Dive: Website Optimization   September 2012 Download: www.webrank...
HOMEPAGE CONTENT & LINKS       James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.com/p...
TOP & BOTTOM NAVIGATION LINKING          James Svoboda Deep Dive: Website Optimization    September 2012 Download: www.web...
FOUNDATION PAGES      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentation
BLOGS & SUPPORTING CONTENT        James Svoboda Deep Dive: Website Optimization  September 2012 Download: www.webranking.c...
WEBMASTER TOOLS (GOOGLE & BING )            James Svoboda Deep Dive: Website Optimization      September 2012 Download: ww...
LOCALLINK BUILDING      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presentat...
COMPETITOR BACK LINKS      James Svoboda Deep Dive: Website OptimizationSeptember 2012 Download: www.webranking.com/presen...
PARTICIPATE IN LOCAL EVENTS       James Svoboda Deep Dive: Website Optimization September 2012 Download: www.webranking.co...
WHITESPARK: LOCAL BUSINESS CITATION FINDER               James Svoboda Deep Dive: Website Optimization         September 2...
433 CITATIONS FOR INSURANCE MINNEAPOLIS              James Svoboda Deep Dive: Website Optimization        September 2012 D...
GOOGLE SEARCH: CHAMBERS & BUSINESS ASSOCIATIONS                 James Svoboda Deep Dive: Website Optimization           Se...
SAINT PAUL CHAMBER BUSINESS DIRECTORY             James Svoboda Deep Dive: Website Optimization       September 2012 Downl...
LOCAL GUEST BLOG OPPORTUNITIES          James Svoboda Deep Dive: Website Optimization    September 2012 Download: www.webr...
SOCIAL SHARING, THE NEW LINK           James Svoboda Deep Dive: Website Optimization     September 2012 Download: www.webr...
THANK YOU!                     James Svoboda                     VP, MnSearch / CEO, WebRanking                           ...
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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 building ideas.

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Local University: Twin Cities - Deep Dive Into Website Optimization

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