Here is your Local SEO 3×5 Card for the week focusing on keyword campaigns.
Search engines rank pages not websites. This is so important to keep in mind for local SEO. Even if CNN is ranking number one for your keyword term, you are competing against that page, not the CNN website.
If you set out with your small business SEO campaign thinking that you are going to beat a competitor’s website, you’re likely to waste time and money, make yourself very frustrated and end up believing that SEO doesn’t work.
Target One Keyword Phrase at a Time
We conduct market research and keyword research to determine the best targets for our website visitors. While you may have a list of 20 keywords that you want to target, you must consider each as a separate campaign. Why?
It’s really basic; search engines rank pages and you need to give them what they want to rank your page. To give them what they want you must provide the content that they’re looking for and send enough links to your pages to let the search engines know they are relevant and important.
And, never, never forget the customer. It does you no good to rank number one for a search term if your content doesn’t meet the searcher’s needs and answer their questions.
A Skirmish, A Battle, Or All Out War?
Now that you’re convinced that you need a campaign for each keyword term, how do we determine how big that campaign will be and how much time and money we’ll need to give the search engines and searchers what they want.
The Campaign Factors
Here are the factors that determine the extent of your campaign:
The Authority of Your Site
Your Conversion Goals
First, How many other pages are targeting this keyword phrase? But, more importantly, how many are intentionally and aggressively targeting this phrase. Do they have the keyword in the title, description, on the page several times, or, did they simply mention the term on their page. That happens a lot in Local SEO. It’s because no local businesses are targeting a good term, so other sites that simply mention the term, are ranking. A really fast check is to see how many links with the keyword in the anchor text are going to the page.
Competition varies even for the same term in a different location. It just depends if competitors in that town have begun their small business SEO campaigns.
Your campaign may be a single page, five pages or 50 pages or more. It depends on the term and the competition.
Your Site Authority
If CNN wanted to rank for your local keyword term, they would create page with relevant content, put the keyword in the article, title and description and then send a few links from their site to the page. A link from the home page would rank it number one forever.
CNN has authority. They have 1.5 million pages and 25 million links. What you have now can help you rank for other terms. If your site is 8 years old with 500 pages relevant to the new keyword campaign, then your work will be easier than if you have a new site.
Your Conversion Goals
What do you want the visitor to do once they get to your page? What action do you want? Is your page created to lead them to this action?
If you want people to contact you, then make it clear. If you want them to go to product pages, entice them to do it and make it easy. If you want to educate them first, then multiple pages with videos may be needed. What you need to do to lead visitors to your desired action determines the number of pages and the depth of content.
This Seems Like a Lot of Work!
Perhaps this seems like a lot of work for local SEO, but that’s why you do keyword research to make sure there’s traffic. You look to see if your competition has been running Adwords and how much they’re paying. You make sure it will be worth the effort before you target a competitive term. But, if the traffic is there and your term converts, your one time big effort with a little maintenance will pay off for years. What other marketing platform gives you what no cost organic local SEO provides?
My business has prospered using Daytona Beach SEO methods to give visitors and search engines what they want. It can work for you.