Hi, everyone. This is Ajay from Youth Noise. Thanks a lot for attending this webinar. I’m very excited to show you some of the onsite optimization strategies that we have in store
All right, guys. So I want to save the introductions, just make them real quick, and then we’re just going to jump right into it. I’m actually the CEO of a digital marketing agency, and the rest of our team here. And what we focus on really are two main digital marketing aspects, which is search engine optimization as well as pay per click advertising. And we do both very well, and have so for the past several years.
And if you actually Google certain keywords, like, let’s say you live in New Jersey and you’re looking for company in New Jersey, so you type in something like “NJ SEO.” You’ll actually see our company pop up here in the number 1 spot. You can actually see this thing for a similar keywords in San Francisco, and there’s about five or six other major cities where you’re actually seeing the same thing.
So, what this has allowed us to do is get an insight into business owners from all over the country in terms of the different kinds of businesses they’re in, what they’re trying to rank for, whether it’s local or nationwide. We’ve been able to audit and optimize hundreds of sites over the years, which has given us some pretty good insights in terms of how a website should be structured, what kind of pages, what kind of keywords, what the title, what the URL should look like in order to maximize your rankings.
So I’m just going to simplify everything, break it down, show you guys step-by-step how to do things, and in the end, we’ll save it for questions. We’ll save it for even some hot seat site audits if you want me to have a look at your site.
So that’s a little bit about us. I’d also like to understand a little bit about you as well, so if you can take a quick second and just give me an idea of who we have here in the webinar. Are you guys business owners? Do you have websites that are nationwide or are they local? Are you looking to rank more so in your area, or are you looking more for nationwide keyword rankings?
Okay, just real quick will you put in whether it’s local or nationwide, that would be awesome. Okay, fantastic. So we have a mix of both. What I’ve done with this particular presentation is I’ve focused a little bit more on local, and the reason is, is SEO optimization for local versus nationwide is actually quite different. It’s actually quite different. And while there are some core tenets that are the same, and there’s also some major differences, I don’t really want to put the two together. We could have a local webinar and we could have a nationwide onsite optimization webinar, and 50% of the things I say would be completely different.
So just for this particular presentation, we’re just going to talk about local, but the guys that are nationwide, you should still stick around and pay attention, because when you jump in on the next webinar, you’ll see what those differences are and you’ll be able to actually understand why those differences exist.
So let’s keep moving forward and what we’re going to be talking about here in the next hour or so, like I mentioned earlier, is I want you guys to understand exactly what SEO is and how it applies to your website. I think sometimes SEO and getting more visible in search can be kind of intimidating for business owners. And when I first got into it many years ago, I mean, it is intimidating because you’re not sure if what you’re doing is the right thing, or you read it somewhere but you did it and you’re not really seeing the right results.
So I think it makes a lot of sense to understand what we’re doing from a higher level, so you can see what the little steps and the little progresses you take are building towards. So I’m going to show you all that and then open it up to questions and onsite audits.
So before I jump into onsite optimization, I want you guys to have an understanding of a full bird’s eye view of SEO. When you start with the website and you start with the business, obviously you want to be generating leads for your business, and people generate leads in many different ways. Some will pick up the phone and do some cold calling. Some will have door-to-door salesmen. A lot of people now rely on the Internet as a way of generating leads.
And if you’ve looked at Google before, when you search for keywords, you can see the page listings here, and they seem to be growing more and more every single day. You can see the paid listings on the side. Then you get the little map pack here and the organic listings here. So, the more visible you are in the map pack or the organic listings, the more likely you’re going to have really profitable leads without having to pay through the nose for every single click.
So our whole goal is to get into this area. And in order to do that, there are 200 different signals that Google is looking at in order to determine who shows up number one versus who shows up number two and three and so on. So, of those 200 signals, we can really break it down into four content buckets. We can break it down into technical aspects of your website, the content on your site, your social media presence, as well as the links coming into your site.
And are all of these as important as one another? The answer is no. There’s one of these that is most important, but why don’t we start with the technical? Technical is the stuff that the web guy looks at when he’s building a site for you for the first time. Now, there’s website platforms like WordPress. I think everybody really is offering really cheap website solutions, and they usually come with the proper coding and the site maps and all that stuff already pre-built in. So for the most part, that’s really not as big of a concern anymore.
What we’re going to be going over today is the content aspects. So we’re going to be looking at the keywords structure of your website, how your content’s structured in terms of H1s, H2s, and things that you should be aware of and things that people say are important that are really not that important. We’re not going to go over social links today because I want you to have a clear understanding of the entire process. I’ll just talk about it real quickly.
When I look at social media in terms of a ranking algorithm benefit, I think of it as maybe 2 to 5% of the ranking. We look at social media, or Google looks at social media, as a way to validate [inaudible 00:07:53]. So let’s say there’s two websites, and one of them is your competitor and one is yours. Both of you guys make a post, your post gets 40 retweets and 20 Facebook shares, and your competitor’s post gets none.
Well, Google can look at those shares and the traffic generated from those shares as kind of a validation tool to say, “Well, these guys are making really good content and they’re relating to their audience. Whereas the other article, maybe that was just like a fluff SEO piece.” So in that sense, social is pretty important. But the number one most important thing for SEOs and how you really go from page four to page three to page two to page one, is the link building.
A link building campaign is basically you’re trying to get your website link to from as many other websites as possible, as long as that website is high-quality in nature, hopefully niche specific, and hopefully is linking back to you with a “do follow” link. The more of those you get over time, those kind of count as votes. So you can look at a back link as digital currency for Google. The more of them that you get and the more quality they are, the more likely you are to appear on page one.
So you put these altogether and you’re starting up with some really good rankings. But if you have a ton of really good links and your content isn’t optimized, then you’re probably not going to show up for the keywords that you really want to be on for.
So I want to give you a couple of examples of clients that have reached out to us and what one day’s worth of work can do for their business. So here’s a medical practice in New Jersey and the scale that we’re looking at here is actually a Google ranking scale. So if it’s number one, it’s position one. Here it’s position 10, down here it’s position 100. So it’s like a large scale.
Anyway, they reached out to us in this general vicinity and we spent a few days updating their website. And after we hit “publish” and Google started recalling the page, some of these main keywords…each one of these colors is a different keyword. They were targeting internal medicine terms for various cities, so each one of these lines counts as a keyword. But once the page was published, you can see a drastic improvement in terms of where their rankings were to where they ended up. And a lot of these started flirting with the top of page two, jumped on to page one. And this is actually without any link building.
So you can see how powerful the proper optimization of a website can be just in terms of getting closer or on page [inaudible 00:10:44]. Here’s another example of a plumber in New Jersey as well, and this particular plumber wanted to rank for Bedminster and Bridgewater and various terms in his area. So we have a little breakdown here of what the rankings looked like before the on-page optimization. And then literally within three or four days once all the changes got indexed, you can see them jump up from position 73 to position 22. In some cases, go from page five to the top of page two. And not only that, but we took some extra steps to understand what the keywords were in their industry, that people were really searching for.
If you’re a plumber, obviously you’re going to try to optimize for plumber, right? But a lot of business owners tend to overlook the niche keywords that can actually drive them some traffic and get them some really easy results just by spending a couple hours doing some work.
So whereas they were in the top 100 for something lead detection, now they’re in the top three. And we’ve done tons of lead generation for plumbers over the years, and this is a go-to strategy for us to get some easy leads coming in just by targeting these long-tail terms. So, understanding a long-tail term of your market is also very important.
Here’s another example, and I think this is the final one. This is a plastic surgeon in a highly competitive city that I blocked out just for his sake. But when we jumped in on the campaign, he was floating around about position 26 for his Rhinoplasty city term. The onsite optimization, since his niche was pretty competitive, it did help boost the keyword ranking up to I think it was like 1918, so this little jump right here was strictly due to website changes. And then after that, the rest of these jumped all the way up to number one.
This is attributed to the link building, which I think we should probably save for another webinar altogether. So with that being said, I think we’re just going to jump right in to what you should be doing in order to understand more about your niche, what people are searching for when they’re looking for your services, and how you can make [inaudible 00:13:02] your site.
So I think step number one is always identifying the keywords. There’s tons of really good tools out there for business owners to understand. Obviously, they already have an idea of what their keywords are because they are the experts in that niche. But people search for things in all different ways, so understanding what those terms are is going to give you a leg up against your competition.
And to focus on that keyword research first, I think the first thing you should be doing is listing up the services that you provide, and just putting it down on paper. And then for each of these services, what we’re actually going to do, and I’ll do it live just to give you an idea, you should be going to AdWords.com. AdWords.com is a Google keyword planning platform. This is where you actually do your paid ads for Google and stuff like that.
But once you sign up for an account and it’s 100% free, if you click on tools and you go to “keyword planer,” there’s actually a really handy tool here where you can find out the different types of keywords in your industry and in your niche. So let’s take an example of…why don’t we just stick with plumber. So we can go with plumber, plumbing repair, leak detection, just various kinds of services that you offer and we can get ideas.
Now, what Google is returning is if you look at ad groups, it’s going to look at a pattern between the words and group them together based on that. So here’s the keywords around leak detection. You have water leak detection; you can talk about equipment; you can talk about systems and services; you can talk about water; you can talk about the home, companies, methods. So you to get a sense of what people are actually searching for when looking for a term, and you should be writing down the main keywords that you’re seeing over and over again.
Now, if there’s something like detecting water leaks and then another keyword says “Water leaks detecting,” just like the keywords are kind of mixed up but they contain the same exact words, you can just pick one of them. You don’t have to pick all of them. We don’t need a giant list of jumbled up keywords. Google is smart enough to figure out what we we’re talking about. We just want to make sure we’re getting as many highly unique keywords onto the page as possible without overdoing it.
So, once you do a fair bit of deep research, and I would go as deeply as humanly possible here, spend a few hours uncovering some niches. It could have been “leak detection” into Google, for example. We could see some of these auto suggest here, might give you a pretty good idea what other people are searching. And if you keep clicking, you keep getting more ideas. Another really good tool I found is LSI graphs.
This is a [inaudible 00:16:29] tool because it does a lot of the work for you. Now, while I just showed you the manual way of doing it, the LSI graph actually does a lot of the heavy lifting. So if we were to type in something like “leak detection” – I haven’t actually tried this before on this keyword and see what happens – it’s going to go out there and it’s going to find some examples of the words that we just saw, actually. So we see the “equipment rental,” we see “services,” “underground,” “find.” So you see a wide list of keywords that you can take back to.
All right, that’s step one of doing some niche research, understanding what your services are. And then the final step is just sorting them altogether. So all your plumbing terms that include plumbing keywords, group them into one topic, group them into one group. All your leak detection terms, you group them into one group. And then you look at those keywords and you say, “Okay, which one of these are unique enough that I can include them in my content by themselves? Which ones are redundant that I can probably get rid of?”
And just to give you a tip when you’re deciding on what page to optimize and stuff like that, if you have something that says, “water, meter, leak repair cost” and then you have something that says, “leak repair cost,” you don’t need to have “leak repair cost” and then “water, meter, leak repair cost.” You can try to shave off as many keywords as possible if one keyword is kind of a composite of two different keywords. Because the biggest thing about onsite optimization nowadays is not to overdo it, so you want to keep it as lean as possible while giving Google the information it needs to determine your relevancy for a certain term.
All right. So if you have questions on that, just feel free to chime in on the chat. I’m keeping an eye on that. We’re going to stop there for the keywords, and we’re going to start moving on to “What you do when you actually have a list of keywords? How do you start updating your homepage?”
Well, I’d say the first step for updating your website is to first understand what Google’s looking for when it comes to optimizing the site. So let’s say we were to Google a keyword like “plumber Dallas.” Let’s look at what shows up on page one. We have dallasplumbing.com. We have berkeys.complumbing, Eco Brothers Plumbing, so on and so forth. So why do these sites show up and the competitor sites don’t? Well, there’s probably 100 different things we could look at to figure out that answer, but I’m not going to get into that yet.
What I want to show you is you have two different options. You can either target your homepage or rank for a keyword like so, or you can target an inner page to rank for a keyword like so. And there’s benefits and drawbacks to either one of those, so I want to give you an understanding of what those benefits and drawbacks are.
So let’s look at Baker Brothers Plumbing. Their homepage ranks for plumber Dallas. That’s a good thing because they can focus all of their efforts and all of their link building once they do the onsite optimization on the homepage. But it’s drawback as well because if they rank for Dallas for their homepage and they say, “Okay, I also want to expand into San Antonio,” someone’s knee-jerk reaction might be to say, “Yeah I’m just going to do some SEO for San Antonio and rank my homepage for there as well.”
When it comes to Google’s relevancy engine, they’re really not going to look at Dallas and San Antonio and then rank the same exact page for it. Their relevancy engine doesn’t really work like that. They’re at the point where they will take a page of a website and they’ll give a relevance usually for a certain area. There’s sometimes a small cluster of areas, if the neighborhood is small enough, but usually it’s relevant for one area, one type of keyword. And if you try to introduce San Antonio into the ranking of this homepage, it’s probably not going to work. What you probably want to do is add a page, something like this, and start targeting it that way, which is a good strategy to do as well.
So when you’re thinking about updating your site, I want you to think about, “Should I be optimizing my homepage from my main service plus location keyword?” If you happen to be a plumber in Rochester Hills, for example, your main keyword is going to be “plumber Rochester Hills.” So you’d be asking yourself, “Should I be ranking my homepage for that keyword, or should I be creating an inner page that’s going to be joesplumbing.comrochester-hills-plumber maybe?” Which one do you pick? There is no right or wrong answer, really. There is no right or wrong answer.
I’ve been seeing more and more of homepages showing up for specific keyword terms for local businesses, so I’m not against targeting a homepage. I would be against targeting a homepage for multiple cities. I think that that would be difficult. So if you wanted to do something like choose your homepage for your main city and then launch some inner pages for additional cities that you want to target, I think that would make sense. But we’re going to go over a few exercises here in a couple of seconds to get your thoughts on which ones you would go with.
So when it comes to the actual onsite optimization, now that you have the keywords set…well, you need to figure out what the title of your page is going to be, what the URl of the page is going to be, what the keywords on the page is going to be, what the title tab is going to be, all that stuff, right?
And when I say something like “title,” I’m talking Berkeys. I believe that this is the title that they have: Berkeys Licensed Dallas Plumbers offers 24 Hours, blah, blah, blah. That’s the title they have. The URL they have is berkeys.complumbing. That’s their URL. And we could actually look at some of their page info using a tool here called SEO Quake. It’s an extension that you can download from Firefox for free, and you get to have an idea of what their meta-description is, what their title tag is, what their actual title tag is, which is right here. So how does their optimization look for this keyword? Let’s look at some of these key considerations and then we can come back to them and have a look at that.
So, for these guys, what they decided to do is, do berkeys.complumbing, and they made the title “Dallas Plumbers,” and then they added some branding as well. And that would be enough to get them into the top five or so spots for Dallas, which is great. Now, if I was doing this optimization and I was working on a site that wasn’t ranking on page one yet, and it didn’t have much authority, I would actually approach this URL differently. And I’ll tell you why in a second.
So, if you have a question in terms of how should a URL be structured, well, the answer really depends on using what your domain name is. So here’s an example. Let’s say that you’re a plumber in Los Angeles. The domain you bought is JoesPlumbers.com, and the page that targets Los Angeles can either be the homepage or the inner page.
Which one of these would be best if you chose to target an inner page for Los Angeles? I’d like to hear some guesses in terms of which one you guys think that joesplumbers.com should elect to do? Should it be number one, where it’s the keyword-the city? Should he leave the keyword out of the page URL and just stick with Los Angeles? Or should he try to make an organized site here that says “joesplumbers.com/locations/los-angeles”? Which one do you think he should do to get the easiest amount of rankings?
In my situation, what I would suggest doing, is actually joesplumbers.com/los-angeles. And I’ll tell you why. With Google’s new algorithm, their Penguin and Panda algorithms, they’re really serious about over-optimization. Now, SEO is not a secret anymore. A lot of people know how to do SEO and a lot of people know how to abuse the algorithm. And because of that, Google’s had to play cat and mouse with SEOs in the past to the point where now they say that if you’re considered over-optimizing your URLs or getting too aggressive with your SEO optimization, that can actually hinder your site.
So, what about position number one, the choice number one, would be potential for over-optimization? If you look at joesplumbers.com, the word plumbers is already in the domain, so it’s already getting some relevance for the term plumbers.
Now, if we add it again in the URL, chances are it’s probably still going to be fine. But when it comes to actually powering up the site and building links and doing some promotions, there’s more of a risk for over-optimization if you’re employing this kind of URL. But if you employ a rule where you say, “I just want my main service to show up once in a URL. I just want my location to show up once in the URL,” then it really doesn’t matter in what order that it shows up. So that’s why I would go with this term.
And the reason why I wouldn’t do number three, usually when you’re doing hierarchy like this and you bury a Los Angeles page two levels deep on the site, it actually ends up making it tougher to rank this page just because the closer your page is to the domain, the easier it is to rank in Google. So if you’re adding a middle page here, like this back slash counts for different pages, it just makes it harder to rank and it’s not necessary [inaudible 00:27:52] to be doing something like that.
All right, here’s another example. I want you guys’ thoughts on which one you would choose if your company name was robncompany.com? Would you choose number one, where the page URL that you’re targeting is Plumber Los Angeles? Would you just choose number two where it’s Los Angeles? Or number three? Obviously I’m not a fan of number three. So which one would you choose in this case?
Exactly, so the reason why we’d be going with number one here, is because plumber is not in the domain name. So it’s our job to, A, be optimizing the URLs for the target term. And if the term isn’t in the domain, then by all means, we should be adding it there.
So that’s a pretty basic introduction of what you should be doing for your pages. It’s actually pretty simple, when you think about it. There’s so many different ways to do things in terms of SEO optimization. And every time I see a client that hasn’t really had an SEO take a look at a site, I see the same things over and over again, where the homepage really doesn’t contain the keyword anywhere on the page. Or if they have inner pages, it doesn’t really include anything about the location. So it makes it that much harder for Google to identify what you’re trying to rank for.
So if you do these little quick steps, it makes it a lot easier in terms of getting better rankings, getting more value from the links that you build and the press that you obtain. So this is definitely a really good introduction on how you should be structuring your site.
And if you do this and you’re located in a smaller city, and you’re not in the most competitive niche and your website has a little bit of age to it, it’s possible that with just these changes your website could go to page one. And then if you’ve identified a decent amount of longer tail keywords or more niche services that you provide, if you create specific pages for those and you optimize it for the cities as well, you could be on the top of page one for something like that. And that could generate you a couple extra leads a month, which is something you weren’t getting earlier. That’s the value of doing onsite optimization the right way.
And then when it comes to the next steps when you try to take what you’ve done in terms of onsite optimization and really start building the authority of your site, you can do it yourself. You can start building these links yourself. There’s websites right now, like wordpress.com and Tumblr, and [inaudible 00:30:51], all these different [inaudible 00:30:52] properties. And I actually have a list of 400 of these sites that allow you to create your own accounts on them.
If you go out there and you start building your branded properties on those sites, you’re building that stuff on high quality websites, and you can link back to your site freely. So that’s a great way to start building up some of your other authority when I talked about actually building up some incoming links.
Google is basically a psychology engine, just as much as it’s going out there and trying to rank your site. They have a team of engineers there that love messing with SEOs. And we’ve seen in testing and there’s been tons of reports about stuff like this, where if you do something on your site, Google’s algorithm will do the exact opposite of what you expect. And it’ll stay that way for a couple months and then suddenly that anti-Google affect will go away and the true result happens. It’s just Google testing SEOs and making sure that changes are [inaudible 00:31:54] are not for SEO but they’re being made for the site and for the user and all that kind of stuff.
So, I’m going to stop there. I’m hoping to see some questions coming in, or if somebody wants me to analyze their site live and give you some tips. And then you could paste in your website and you can paste in one of your main keywords. And I could give you guys a rundown on what I would do for your site in terms of if I suggest you ranking for your inner page, or your homepage, or how I think you should update your sit. So I’m going to leave that stuff up to you guys.
All right, so I got one here for RockBottom Rentals. Why don’t we jump in on that one first and then we’ll get [inaudible 00:32:44]. All right, so we have RockBottom Rentals. Okay, for RockBottom Rentals, what is the main keyword? Type it in the chat box. I’m not seeing the keyword in the meta-description. And for Lean Design and Aspects Consulting, just type in yours as well. [inaudible 00:33:49] both of those so I’d be interested in looking at those two.
We’re talking about walkies, wireless phones, wireless Internet. Okay, what kind of consulting do you do? We do iPhone repairs here. Looks like we got a bunch of different stuff here. My next question for RockBottom rentals would be, “Are you nationwide or are you local?” [inaudible 00:34:40]. I’m going to come back to that one. Let’s move on to Aspects Consulting.
Let’s say you’re nationwide with five key cities and some of your main keywords include walkie-talkies, wireless phones, phone systems. So you’re basically providing rentals for stuff, like wireless phones and phone systems, is that correct? All right. Let’s see what kind of pages you have indexed on your site. You have 96 pages indexed in Google. Wireless Internet rentals. So this would be your wireless Internet rentals page. And how are your rankings doing right now? Or how is your organic traffic right now? So I’m seeing a tagging category pages here.
All right, so this leads me to understand that you probably have about 10 important pages on your site and none of these are [inaudible 00:36:12] local. Let’s say we did wireless Internet rentals or wireless [inaudible 00:36:36]. I don’t know the volume of this keyword, but I’m going to assume that it’s a highly searched keyword, or somewhat highly researched. And I’m going to assume that people are searching for it at the local level.
So if people are searching for something like wireless Internet rentals Los Angeles, for example, what kind of results are we getting? We’re getting cell phone rentals, Los Angeles, iPad rentals, nationwide sites. We’re getting some homepages. All right, cool. So we’re getting a bunch of homepages for local companies.
Now, if you see what we did with our site, when you go to youthnoise.com, our main site actually is not optimized for any specific keyword. It’s just talking about our brand and our services and what we do. And we did that for a reason, because it’s tougher for us to take on a major city like Los Angeles for the homepage and then go and target Chicago for an inner page. It’s not as ideal as saying, “Okay, I’m going to create a page for Los Angeles. I’m going to create a page for Philadelphia, so on and so forth.”
But for something like RockBottom Rentals, since you have six major cities and I think four or five different products here, I would actually be creating something like this. I would do Los Angeles and then we can either do wireless Internet rentals, something as simple as that, and then we’d create a page for each city and product combination. We could do that or we could also make it a little bit more organized and do rentals. So we could do a main city sub-page for each one of the cities you target and then another sub-page for each service you offer in that city.
If you ask for my preference, I’d be doing something like this. It’s a little bit uglier but I’ve seen it rank better versus trying to make a pretty URL. I’ve seen that rank better. So that’s what I would suggest. And then the title, I would have something like Wireless Internet Rentals in Los Angeles, find four or five different kinds of LSI keywords that are similar but not the same and I’d sprinkle it into the content. And then I would link to those pages from either the menu section or create a nice little footer section and link to them there, so that we make sure that those pages are getting a good amount of power. So that’s how I would approach that.
Let’s move on to another one here. I think I was doing Aspects Consulting next, so let’s look at that. I’ll check the notes here. Yeah, Jessica. So Aspects Consulting, you’re a consultant. You do individual coupling, group counseling, power counseling. Okay, awesome. You’re located in Rochester. Let’s see what kind of pages you have right now. So you have 14 pages indexed in Google. You have your blog, a frequently asked questions, services, counselor, payment map, couples.
See, I think this is one of those examples where if you did do some website tweaks, you actually end up getting a lot better ranks if you’re not ranking pretty well right now. So, how many different services or how many different cities would you be targeting? I’d assume it’s Rochester and maybe like a 10, 15 mile radius, possibly. You’re serving Rochester and the Metropolitan Detroit area.
So I would probably optimize the homepage for something like counseling Rochester. I would make sure that it’s somewhere here in the URL. I would also take out your title, it says “Aspects, counseling Rochester, MI.” Okay, so you have the word counseling in there and you’ve got professional counseling in there.
For the different types of counseling you’re doing, I’d probably include those keywords here as well, and I’d fill out this just a little bit more to say something like “Aspects Counseling offers individual, couples, and parental counseling in and around the Rochester, Michigan area.”
If we were optimizing the homepage for that, then we’d have to make a decision to say “Okay, do we want an individual page for each one of these different pages and cities? Do we want an individual counseling Rochester page, and a couples counseling Rochester page, and group counseling Rochester page? Or can we optimize the homepage for each one of those and just hope for the best?”
So, there’s no right answer here. We’d have to actually look at the competition to see what kind of pages they’re ranking with. And if Google is returning every keyword combination with the same exact homepage, the chances are you can just target it with the same homepage. So let’s look at couples counseling. We have Psychology Today, North Oakland Counseling, Health Grades Counseling. Okay.
So we have couples counseling coming up with a bunch of homepages. Let’s try the same thing with group counseling and see what kind of keywords pop up. So we have group counseling, Psychology Today. The one that comes up is therapist, Psychology Today. This one comes up as Group Psychology Today, groups, therapists, North Oakland Counseling, Great Lakes Psychology Group, Counseling Center for Women. North Oakland Counseling and North Oakland Counseling.
Yes, it looks like Google’s giving some leeway in terms of targeting multiple terms on the same page, so I would be perfectly comfortable with the same. And I’d be perfectly comfortable with you optimizing your homepage for that term and then jumping forward to saying if you wanted to bring on Detroit as well.
I would probably launch a page like this to try it. Since you already have counseling inside of the domain name, if you added the Detroit page listed in the counseling couples groups all into one section, and then added a little link to that Detroit page in the footer with the anchor text Detroit counseling, I think that would help out a lot in terms of some onsite optimization. Let me know if that makes sense.
All right, I think we only have about 15 minutes here, so let’s move onto the next one. So we’ll look at Lean Designs. So, Lean Designs is actually a sub-domain. You’re welcome. It’s a sub-domain and it’s listed on a website that’s decoratingden.com. And is decoratingden.com one of those websites where you build your own website on top of it, or are you a dealer for a Decorating Den franchisee? Okay, got it. All right, awesome.
So, it actually helps a lot the fact that you’re a franchisee for a website like this because this website’s already pretty established. So if you look at Decorating Den, you can see some of the metrics here. Like this DA metric, the value says 43. This is a value from 1 to 100. The higher your domain authority, usually the easier it is to rank for your keywords.
And there is a separation between this website and your website. Whenever you put something on what they call a “sub-domain,” it’s actually considered a different website in Google’s eyes, but it does maintain some connection to the parent domain. So you get a little bit of boost because you’re on this [inaudible 00:46:25], but you still have to build up this sub-domain of viewers to really break that juice through.
So I think you listed all your keywords here. Let me find them. Interior decorating, interior design, furniture, window [inaudible 00:46:40]. Awesome. All right. And how are your rankings currently doing for your local area? Let me know how they’re looking. In the meantime, I’ll keep looking around.
Just to give you guys a quick tip, if you got to proranktracker.com, it’s a completely free keyword tracking tool. You go here, click on plans and pricing, and you can actually create a 100% free account on this, and basically what it does is every day it’s going to compare your website to the keywords you put in and it’ll tell you what position you rank in Google on a daily basis.
So you can actually put in your website information today, work on updating your site over the next week or so, and then you can actually see in real time what the increase in rankings is going to be. So I recommend everyone go to proranktracker.com and check that out.
Let’s pick on interior decorating as the main keyword, okay? And if you’re located in…I’m not sure where you’re located. Rochester, okay. So if you’re in Rochester Hills, that means one of our main keywords would be interior decorator. Let’s say it’s interior decorator, Rochester Hill. This may not be your main keyword, but for the sake of argument, let’s do that.
What are we seeing so far? We’re seeing these massive sites that have pages for every city in the country, seeing a bunch of those, Angie’s List. Here’s a local business. So this is one of your competitors. We’re seeing a bunch of Yelps and Yellow Pages. So here’s another local business. Here’s another one.
I don’t want you guys to get scared off by these big nationwide sites that pop up. These are just ranked in there because they have so much domain authority, which is the value I just went over. And usually these guys have domain authorities of 80s, 70, 90. So they just rank naturally just because no one’s really doing SEO for these terms. But if you do do SEO for these terms, you can tend to outrank them pretty quickly.
So let’s look at some of your competitors here. All right, so their homepage is ranking. And the word “Rochester Hills” is actually in one of the testimonials, and that’s about it. So you could see that if you take the steps to optimize a site for keywords like this, especially if a relatively under-optimized site like this is ranking for keywords, chances are you have a pretty good opportunity to match and exceed them.
So for you, I would definitely get the word “Rochester Hills” onto your front page somewhere, and ideally, you’d even say “interior decorator in Rochester Hills,” “best interior decorator,” “Rochester Hills [inaudible 00:50:16].” Like the closer they are to each other, the better. And then that should help you a lot.
I don’t know if [inaudible 00:50:26] to make more [inaudible 00:50:28]. I assume it does look like blogging capabilities and all that, but I would see how the rankings [inaudible 00:50:36]. And if you wanted to target some sister neighborhoods, I would just create a new page and do something like “interior design Detroit” or whatever you were looking to target. So that’s probably what I’d recommend there. I think we have time for one more. I’ll try to squeeze in two more if I can. Let’s look at this one next. Are you still there? We can jump into your website next.
So, Allied Insurance Managers, you do business insurance, auto insurance, health insurance. Okay, awesome. So there’s a huge site here. Let’s look at how many pages there are. Three hundred and ninety seven pages. Let’s look at the different types of URLs. So we have a lot of different insurance related terms and some nice long tails. Is this a local or a nationwide site? This is local, okay. So what’s the target area? Okay, here we go. It’s Rochester Hills, all right. Okay, you’re in Chicago but the company’s in Rochester Hills. Are we talking about the same site here? Okay, awesome.
All right, just for the sake of argument, we obviously need a lot more local optimization, if we are talking about a local site here. And since we’re located in Rochester Hills, we’re going to say we want to find everybody in a 20-mile radius that wants a business insurance quote or home insurance quote. Obviously, nationwide for insurance terms is some of the most competitive stuff you’re going to find in SEO.
And there’s people with budgets of $10,000 and $20,000 and $30,000 a month in just SEO and content creation you’re competing with. So it is always a good idea to start local. Dominate that as much as possible and forward to nationwide. If you did want to start local, usually these many niches, they come with their own set of competition. So it’d be very difficult for you to put auto insurance and home insurance onto the same page, especially something like boat insurance onto the same page.
So we’re talking about a pretty big optimization strategy where we’d probably be looking at something like “a Rochester Hills auto insurance” and then you’d find the different LSIs, like company services, providers, quotes, what have you. You could probably also just target Michigan, because I think a lot of people target the Michigan location. But for something like this, it would take me longer than a couple minutes to figure out the best way to approach it, because there’s so many different considerations you want to be aware of.
But I definitely would look at creating some inner pages and target locally, because you guys do have some decent authority built up already and you’ve possibly had this site up for a few years now. You’ve got some location authority built up. So there’s no reason why if some optimization strategies did take place, that you wouldn’t see a bump just like this. Because I can guarantee your competitors aren’t optimizing either, so I could see something like that really improving where your rankings currently are.
And I think we have time for one more. Let’s look at Graphios. So what is Graphios about? We’re talking about car wraps, commercial vehicle wraps, graphics installations. They also do car tinting and stuff like that. Or not really? Poster printing. Okay, it’s all about wraps, prints, decals. Got it.
So this reminds me of a client that we actually currently have. That’s why I mentioned tint shop, because he’s primarily a tint shop. But he also does a lot of car wraps. So what we ended up doing for him, if you see the wraps here, is he lived in a not that populated city – it was Denver, North Carolina – so when we went to do an SEO for him…you can see we actually created some inner pages here, just like the way I talked to you guys about when we put it in the footer.
All of these pages ranked pretty easily, but the problem with that is, since the population is kind of low, he was getting more calls but his calls weren’t really blowing up. So what we decided to do with him is, just try to have as many locations as possible. So we added a window tinting page for a 50-mile radius of his location. And because we built up the authority of site and the relevance of the site for one or two locations, ranking the rest of the locations became child’s play.
So now he’s actually visible for 30 or 40 different cities popping up at number one spot. So I think probably the similar approach to what you’re doing, where…let’s see where you’re located. So you’re in [inaudible 00:57:02]. All right. Since you have so many different types of services, I would probably even stay away from just targeting [inaudible 00:57:16] on the homepage.
I think since you already have a decent domain authority built up, I would do something as simple as…and you might already rank pretty well for this term because you have some authority, but chances are you don’t rank well for the 50 cities around you. So if you did want to start generating some traffic and stuff like that, I’d start pumping out some pages for each service and city combination. That would probably be my go-to strategy there.
And each of these pages needs the city inside the title tag, needs unique content. So we don’t want to just abuse the fact that we could pump out as many pages as possible and copy/paste and use the same text except for the cities. We do want to try to add as much unique value to the search engine as possible.
So we’ve come up on the finish of our hour. I think that’s all the site audits that were requested, but if I missed anybody, just follow up via email and I’ll do a personal audit for you guys. But I think that’s it for now. I had a lot of fun doing this. I think one of the reasons why we’re having this webinar is people will reach out to us for SEO services, but sometimes they’re just not ready for a professional agency to help take their websites to the next level, and they don’t necessarily have the insights and the education to get them there themselves.
So this is our attempt to bridge the gap in terms of showing people ways that they can generate some pretty simple rankings, start making some money through their websites, and start preparing their business to take that next step to really start marketing hardcore online.
So, hopefully, you guys got some value out of this. If you have any follow-up questions, by all means, just shoot me an email. It’s firstname.lastname@example.org. And if you also want to just do some more website audits, you can feel free to click on the SEO audit button on our website and that should get you some decent information in terms of how your URL structure, your title structures and things like that look.
I wouldn’t take too much [inaudible 00:59:33] in terms of some of the other stuff that it goes over, just because it does a lot of automated stuff that’s not important. But just focus on the stuff that I talked about and you’ll do pretty well.
So thanks a lot, guys. I’m going to probably do these webinars every two weeks or so, so I’ll send you guys an email for the next webinar. We’ll probably talk about nationwide optimization or link building. I’m going to send out a survey to get an idea of what you guys thought and what you’d like to see from future webinars.