You may be coping with a local business that already has got a brand, already has got a site, let’s say Joe’s Plumbing. He wishes to increase his capture and shall we say he is based in Preston. One must decide whether to form a new site called Preston Plumbing and somehow feed it and the way in which that would that fit with his existing site. And also how to best make use of Google places for it. Of course it all begins with the right keyword research tips.
The very first thing that I’d do, I would identify their business, where they are located and ensure that I get the key suburbs around that specific area, the genuine key ones. I might do the on page optimization for those. So 5 or 6 suburbs around where they are and I’d do the on page optimisation on their site for those keywords. Typically there would be differentiations like South Yarra Dentists and then it might be something like Periodontist Windsor, just so that way those geographic keywords are on the site.
Because we’re talking about truly long tail things you can pick up those keywords although you could have the physical location on one page and dentist on another page, it’s still in there as it is telling Google, this site is about that location. Listen to a James Schramko interview to discover more about keywords and SEO in general.
Fundamentally I’ll pick out five or six suburbs, I’ll optimise pages on their site for that and then if there are really key ones like Melbourne Dentist or South Yarra Dentist, some of the genuine money phrases, then I’ll register a website name. A lot of it does rely on what the customer has asked for too. It’s obviously going to be costlier for them for us to then go build a WordPress blog and build up a feeder site network that feeds back to that internet site, so it really does rely on the customer.
Let’s take my plumbing example, Joe’s Plumbing / Preston, / Thornbury and decide whether to use these as extensions of their existing url as well as improving on the page with those phrases, those suburb names.
Trying to put in sub classes in the site with the physical location and then having pages is a good standard practice. Try and have the keyword in the url. So if you can have the physical location in there also , then more power to you.
From a management viewpoint, having these different sub classes, for me we are getting down to the point of splitting hairs and it’s doubtless targeting so much on the details. So long as you get your on page optimization right, you have no matter what your primary keyword is, that you’re making an attempt to optimize that specific page for, if you have that in the url, then you should be alright. You don’t need to stuff too much in there. However it can’t hurt either. I think having those suburbs, if it’s easy enough, then implement it, but it is probably the eighty percent there that’s not going to offer you the result there.
The domain is typically the particular brand itself. BHP.com is maybe a fine example and you want to consider whether you would create feeder sites for that. Are there other less intensive techniques of capturing that audience? We’d register a website name and then have it mechanically redirect.
If building a feeder site is for SEO benefit, then I would build a complete site on it because if you had a WordPress blog you can build tons of pages. SEO basics is a game of numbers. If it was for S.E.O, the more pages the better. Just be absolutely certain you come back to understanding what your end result is.
Ensure those feeder sites are optimised for what your result is. If you need to send them over there, then it must be obviously obvious when anyone hits that page that they have to head over to wherever you’re sending them. You may want to consult other keyword research tips to further give you concepts on this.
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Posted under SEO
This post was written by Reed Slidell on October 30, 2011
