Building a Local Website Help File
Full Tutorial By Sue Bell:
Useful Local (Geo)Modifier Q and A with Sue Bell:
Student: Hi Russell and Sue! I found a great reference about local sites http://www.themezoom-neuroeconomics.com/Building_a_Local_Website_Help_File. I've found very this reference very helpful thanks! Even though I think I've watched all the videos about building out silos in DWS NE Silo Builder. I have a questions about something said:
"Even though the content might be outdated i.e. we probably don't need the geomodifiers so much any more . . . "
So please why don't we need the geomodifiers if we are building a local site?
Sue Bell: Google's patent that we talked about almost a year ago now, references citation sensitivity to keyword phrases being used more often than "normal" where normal is a value derived from how often the keyword phrase is used in searches.
What that means is that since "bicycle" is searched for a lot more often than "Mesa coffee and yoga studio" you can get away with more inbound links to your bicycle page with the anchor text "bicycle" than you can get away with using "Mesa coffee and yoga studio" to your coffee shop blog
Because of this, we started backing off of using the locale as part of your keyword as much because 'bicycle' is being searched for more than 'mesa bicycle'. You still have the locale on-page, as part of your address, and your business citations are going to reference your address, as will your google places page . . . and those types of things are enough to establish the locale and get you ranked for the local results.
Video 1. Local Search - Step-by-Step - Products to Painfinder
Notes From The Above Video:
- It is impossible to really plan a proper "full scale" website if you do not yet know what you are selling.
- The product and product prices will help you stay in touch with your and clarify your product-related keywords.
- Painfinder is an excellent software to help you get in touch with what the market really wants.
- Since the test/demo site will be Nashville SEO, let's start with the vertical market keyword SEO. One option to research this concept would be Painfinder. You can also use the regular Google SERP and other free methods. You could type into Google "SEO Help" and "SEO problems" and see what people are saying about your vertical market. SEO is only an example.
- The "problems" that float to the top of the Painfinder app are common SEO problems like Panda and Penguin.
- Sue used Painfinder to drill into the term "Social Media Marketing" in order to understand the problems at the top of the social marketing industry. This term will probably become a unique silo as it is a unique category and product or service for the Nashville SEO demo website.
- Sue also drilled into "Online Marketing", "Web Design" and "Reputation Management" because these are also products that are to be sold on the demo website.
- Please move on to video 2, where Sue will talk about The Last Keyword Tool.
Video 2: Local Search - Step-by-Step - TLKT
Notes From The Above Video:
- The red color on the graph means "Very Competitive" and green means "Not Very Competitive. The bumps are covering a grouping of keywords. If you hover over the image, you will be able to see which keywords is included in the "hills and dips".
- Clear your filters. You can also hit the "reset" button to do accomplish the same thing.
- Filter One: "keyword_term_count = 1". Using this filter will find the most relevant vertical "seed" term related to the "SEO" conversation using TLKT's proprietary Latent Semantic Indexing, Bayes and LARI algorithm and filters.
- Filter Two: "keyword_term_count >1" (Greater than one). This brings back the absolutely most relevant co-occurrence keywords that have more than one word and are therefore most relevant "phrases".
- Note: Greg already ranked the demo site (NashvilleSEO.org) for the primary EMD (exact match domain) keyword "Nashville SEO"
- Make sure you are getting at least a search per day on the term. Google is seldom truly accurate in their estimates, but this is a quick rule of thumb.
- When a term comes back with zero, it means that Google is not tracking what the traffic is because nobody is bidding on the term. *This is why Krakken is a better tool to determine the value of vertical market keywords. It is also why Krakken uses "Phrase Match" and TLKT uses "Broad Match".
- The keyword planner is where we pull the data and it is often not accurate about the PPC value and/or traffic. Sue explains why Google does this and how it relates to local search and local-based modifiers.
- Filter Three: keyword_term_count > 1 and keyword_google_searches_per_day > 100. This filter makes sure that TLKT brings back only the phrases (not single terms) that have a search per day greater than 100.
- LARI Column: After Filter Three (above) is used, a rule of thumb is that the LARI column should be around 45 and above. * Note you will have to ADD the LARI column in to your default TLKT screen by using the Custom Column Area. Please see the following video so that you understand how to add this "optional" column: Video: How To Add LARI Column to Your TLKT Screen.
- If you want to get more precise than using the LARI column and it's "sort by" function you can use the "instant" filter called the Highly Relevant
which is a point and click filter that pulls Local Aggregate Relevance Index higher than 60. And this is a very good thing, because anything with a LARI score of 60 or greater is VERY important to your Parent Theme or Project Keyword, and you need to include it in your website and/or content.
- Putting everthing in a spreadsheet to add the Geo-Modifiers.
- Alternative Free Tool to Spreadsheet for Geo-Modifiers
- Import Geo-Modified keywords into TLKT using the import keywords function.
3. Local Search - Step-by-Step - NEB Local 1
Notes From The Above Video:
- Filter TLKT so that only the keywords you imported in the previous video are showing. This is a filter. It is "keyword_was_imported"
- The Nashville terms tht you imported remain
- Export and Save as List
- Move to the related project (which will become a silo or product) and your filter will remain the same.
- Export remaining lists
- Keep in mind these lists (and associated parent keywords like "SEO" , "Reputation Management", "Online Marketing" and the rest - are all product keyword silo landing pages in the demo site NashvilleSEO.org.
- Create a New Empire in DWS NE Silo Builder (Lite or Pro)
- Add a New Site (demo is http://www.nashvilleSEO.org)
- Sue quickly skipped over backlinking cost and other items for the purposes of a super-fast silo site build out. But these are important for you to know and understand as quickly as possible, because they will help DWS NE Silo Builder tell you how long it may take you to rank for given keyword tools.
- Sue made up some numbers and "sculptured her data" about estimated site conversion. Folks, nobody knows precisely how much their pages and/or offers will work prior to launch. Toss out some CONSERVATIVE numbers, and you will be pleasantly suprised later on. *Note: a 1% conversion rate is considered decent in direct mail, so manage expectations on the low end.
- Sue made some traffic estimates of conversion of Google Traffic based on the knowledge that the price of the products on NashvilleSEO.org are pretty high. These are not ebooks but services and products that cost several thousand dollars. (See Video 1) You can expect less conversion when prices are higher.
- Average Profit Per Sale: This is up to the owners of this business. The business owner (In this case Mike Long) knows the profit margin built into his services. It is important that you enter this and keep it in mind. *It is ok if this is not perfectly precise. If you do not know, add your best guess and move on. If you don't care, and just want to quickly output a Silo Blueprint fron DWS NE Silo Builder, add any figure. If, however, you are selling a client a report (prior to selling them the Complete Silo Website Build) you want to make sure you get this information from the client. Hint: You can get paid a lot of money just to provide the data and Silo Profitability Report even BEFORE you go to all the work of building the website.
- Import your TLKT list into DWS NE Silo Builder.
- Check to see if any of the keywords appear on the business decision screen. If they do not, none of them met your Business Decision Rules.
- Optional: Adjust your business rules to adapt to Google's sparse traffic reporting and/or re-assess your business model and keywords targetted to sell said-product and/or service. If you are absolutely certing that Google/TLKT is under-reporting the traffic volume, lower your standards in the Business Decision Rules. Check for Green Flags on the Keyword Decision Screen. If you are absolutely sure of the keywords you have chosen from an industry perspective, keep reducing your standards until you get some "Green Means Go" flags on the Keyword Decision Screen. If this makes you nervous, you need to find some keyword terms with more traffic.
- Even if you do not adjust your Business Decision Rules to "turn on" green flags, the most interesting keywords will STILL rise to the top of the Keyword Decision Screen. If you BELIEVE the data to be correct in your market, and the numbers make you nervous based on what you would have to convert to sales, consider lowering your price or finding other products and/or better keywords. You may also lower your expectations and change the "earnings requirements" for your project. In any case, DWS NE Silo Builder has done it's job in helping you forecost market conditions and has helped you profit engineer your market based on estimated traffic.
- We have had Theme Zoom and Network Empire Certification students re-assess and even cancel projects in a market because of extensive research performed with DWS NE Silo Builder. A very balanced market prediction is easy when using TLKT, Krakken and DWS NE Silo Builder as a forecasting tool. Of course, we also recommend that students also incorporate other "fundamental" market research methods by asking industry experts and reviewing website analytics files whenever possible.
4. Local Search - Step-by-Step - NEB Local 2
Notes From The Above Video:
- Sue recommends a minimum of 5 articles in a silo.
- SSA will tell you how many recommended articles to rank for a given keyword.
- Sue commented on the fact the Greg was able to get NashvilleSEO.org to outrank a PR 4 site for the main keyword term.
- Imported terms from TLKT
- Sue decided to demostrate a reverse Silo decision and change her mind on a term. She removed it from the blueprint for now. Nashville Internet Marketing had more traffic than other choices.
- Moved several silos to blueprint.
- A brief mention and demonstration of "synonyms" (advanced concepts).
- Demonstration of the Blueprint Overview Screen (Sue's favorite screen) which also contains supporting keywords and synonym clusters.
5. Local Search - Step-by-Step - NEB to Blog
Notes From The Above Video: ** Please note that there was a minor error in this video. Sue added Mike's video channel but did not click save, which means that the videos imported came from the general youtube population. Also be advised that no videos would have been returned from Mike Long's channel anyway, since he had no videos tagged as Nashville SEO.
- Adding supporting keywords, the keywords need to have at least some theme relevance.
- Shows how to add an individual keyword to DWS NE Silo Builder and how to do so manually.
- See suppporting keywords on the Blueprint Overview Screen.
- Sue demonstrates publishing Silos and how to do so.
- First mark for publishing by clicking the button "approve for publishing"
- Go to the Export for Blueprint tab and download the XML file which can be imported into the Wordpress Silo Plugin
- Upated plugin to recent version. (*At the time of this video it was Version 1.5)
- Sue chooses to use Mike Long's Youtube Channel. (*Note, this only works if the keywords selected are contained within the videos on the channel)
- Import takes a few seconds to a few minutes depending on the size of the site imported.
- You can tweak the header menu so that you don't have to have "Nashville" in ever menu item. Your choice.
- Shows how to use Wordpress Menus to accomplish this change
- More general configuration tips and techniques.