A Local SEO Case Study

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Will Fleiss's (in-house SEO at Knewton) presentation at Scholastic's Digital Marketing Summit.

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A Local SEO Case Study

  1. 1. 7.12.11 Scholastic Digital Marketing SummitA Local SEO Case Study<br />Follow me on twitter @willfleiss<br />
  2. 2. Why should Scholastic care about local SEO?… We don’t have brick-and-mortar stores!<br />2<br />The “Local 7-Pack” often pushes theregular organic results down the page<br />
  3. 3. A year ago Knewton was making the same assumptions<br />If people are searching for an in-person class they probably won’t purchase an online course<br />It’s impossible to rank well for local searches because the “Local 7-Pack” of brick-and-mortar stores always comes up first<br />3<br />
  4. 4. That’s when Super SEO Man arrived on the scene…<br />4<br />We can still get a lot of that local traffic and convince people to consider our online course!<br />
  5. 5. Enter the SEO landing page<br />5<br />Keyword rich title tag<br />Keywords in the URL<br />Keywords in the H1<br />
  6. 6. Local SEO landing page (cont.)<br />6<br />Don’t let anyone tell you that keywords and text on the page are not important<br />We launched thousands of these pages targeting cities in the U.S., UK, Canada, and India<br />
  7. 7. How you link to these pages internally is just as important as the content<br />7<br />U.S. States index page<br />The homepage usually has the most link juice to pass to other pages<br />We also link keyword anchor text to specific local pages in copy throughout the website and blog<br />Massachusetts page<br />
  8. 8. Results<br />8<br />Ranking 2nd and 3rd for “gmat prep course in gainesville fl”<br />
  9. 9. Results (cont.)<br />Before July of 2010 we received zero organic search traffic from locally modified GMAT keywords<br />Now, we receive on average 2,000 unique visits per month from GMAT keywords with a local modifier<br />These 2,000 visitors come to the site using an average of 1,500 DIFFERENT keywords, demonstrating just how big the long-tail of search queries really is.<br />9<br />That’s interesting Will, but do they buy your product?!?<br />
  10. 10. Well…<br />When we looked at last-click analytics, the answer was aresounding NO!<br />But when we were able to implement multi-attributiontracking with the help of a third-party vendor(Performable)we learned that,<br />10<br />20% of all GMAT customers visit a local page at some point between the time they first land on our website and the time they buy! <br />So now the answer is a resounding YES, people who search for an in-person course WILL buy Knewton’s online alternative!<br />
  11. 11. 5 Major Takeaways – F.I.B.L.R.<br />Find out what local searches your customers are doing<br />Invest in researching long-tail keyword modifiers<br />Build pages to target specific long-tail keywords<br />Leverage your website’s existing link equity to send link juice to new pages<br />Remember that multi-attribution tracking can tell an entirely different story than just last-click analytics<br />11<br />
  12. 12. Thank You!<br />@willfleiss<br />12<br />Knewton’s Adaptive Learning Platform™ transforms educational content into a uniquely personalize learning experience. www.knewton.com<br />

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