local_search_optimization-joe_laratro.ppt

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local_search_optimization-joe_laratro.ppt

  1. 1. Local Search – Developing Geocentric Content Presented by: Joe Laratro President, Tandem Interactive Pubcon 2008
  2. 2. Local / Geocentric Keywords <ul><li>Broad Keywords </li></ul><ul><li>Geocentric Keywords </li></ul><ul><ul><li>State, Region, County, City, Town, Slang </li></ul></ul><ul><li>Specific Keywords </li></ul><ul><li>Geocentric + Broad </li></ul><ul><li>Geocentric + Specific </li></ul><ul><li>Examples </li></ul><ul><ul><li>Las Vegas Mover </li></ul></ul><ul><ul><li>Las Vegas Office Moving Company </li></ul></ul><ul><ul><li>New York Lawyer </li></ul></ul><ul><ul><li>New York Tax Attorney </li></ul></ul><ul><ul><li>Douglas Fur Christmas Tree in Charlotte, NC </li></ul></ul><ul><ul><li>Wedding Photographer for Diplomat Resort, Hollywood, FL </li></ul></ul>
  3. 3. Content, Content, and More Content <ul><li>Content is King! </li></ul><ul><li>Geocentric Content Ideas </li></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Client Stories </li></ul></ul><ul><ul><li>Blog / Work Logs </li></ul></ul><ul><ul><li>Featured Clients </li></ul></ul><ul><ul><li>Pictures with Captions </li></ul></ul><ul><ul><li>Local Resources & Information Pages </li></ul></ul><ul><li>Geocentric Content Rules </li></ul><ul><ul><li>No Form Pages </li></ul></ul><ul><ul><li>Think “Geo” when writing </li></ul></ul><ul><ul><li>Optimize! (SEO it) </li></ul></ul>
  4. 4. Really Getting Local – Live Audience Volunteer <ul><li>Looking For A Company That Services A Small Regional Area With A Brochure Type Web Site </li></ul><ul><li>How Large Is The Web Site? </li></ul><ul><li>How Successful Is The Web Site? </li></ul><ul><li>Quick Strategy For Localized / Geocentric Content Development </li></ul><ul><li>The London Drycleaner Example </li></ul>
  5. 5. Case Study – All My Sons Moving & Storage <ul><li>Strategy – Develop Local Content </li></ul><ul><ul><li>Unique Content For Each Franchise Location </li></ul></ul><ul><ul><li>Local Resources, Testimonials, Social Media Links, Blogs & More </li></ul></ul><ul><li>October 2007 </li></ul><ul><ul><li>Search sent 3,746 total visits via 964 keywords </li></ul></ul><ul><li>October 2008 </li></ul><ul><ul><li>Search sent 13,993 total visits via 8,404 keywords </li></ul></ul><ul><li>Site Went From < 40 Pages to > 450 Pages </li></ul>
  6. 8. Take Aways <ul><li>Identify Keywords & Local Modifiers </li></ul><ul><li>Develop A Local / Geocentric Content Strategy </li></ul><ul><li>Stay Committed To Adding New Content </li></ul><ul><ul><li>2 Articles A Week = 104 New Pages In One Year </li></ul></ul><ul><ul><li>10 page Brochure Web Sites = Minimal Keywords </li></ul></ul><ul><ul><li>Low Hanging Fruit Today May Not Be There In 5 Years </li></ul></ul><ul><ul><li>Low Volume, But Extremely High Quality Free Traffic </li></ul></ul><ul><li>Monitor SEO Growth </li></ul><ul><ul><li># Of Keywords Driving Traffic </li></ul></ul><ul><ul><li># Of Free Search Referrals Per Month </li></ul></ul>
  7. 9. Thank You! <ul><li>Free White Papers (Give me your business card) </li></ul><ul><li>Local Search 101 </li></ul><ul><li>Link Development (2 Parts) </li></ul><ul><li>Social Media & SEM </li></ul><ul><li>Google Analytics – A Practical Guide </li></ul><ul><li>Blogs and Search Marketing </li></ul><ul><li>And More! </li></ul><ul><li>jlaratro@tandem-interactive.com </li></ul><ul><li>Google: Trendy Online Marketing </li></ul>

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