Dominating the Long Tail of Local Search with Databases

By Ben Fremer.

These are some of my best trade secrets. Please only use them for Good.

This article will show you little-known techniques on how to dominate the search engine results pages for local searches–searches which are “service name” + “city name”. Whether you are a local realtor, accountant or home builder, or a national services provider, this article will show you how to greatly improve the results of your current search engine marketing campaigns.

It is a little known fact that traffic from extremely uncompetitive local search terms can add up to big traffic and sales if you can cover them comprehensively. For this, I am going to share two methods (one is an easy pay-per-click tactic, and the other is a very advanced organic tactic) of using publicly available databases of world / national cities to totally dominate the search engine results pages where people are searching locally, but where most marketers haven’t spread their proverbial net far enough to reach.

The first method is very straightforward. You simply need a to get one of the available databases and do the spreadsheet-multiply-cities-by-services function to generate all of the keywords that you want to show up for. Simply copy the counties you want to show up in, and you suddenly have the names of all of the theoretical 1,000 cities you serve without having to waste time trying to think them out. You should also be sure to multiply your service keywords by the ‘ “city” + “state name” ‘ combination, as well as by the ‘ “city” + “state abbreviation” ‘ combination as these are commonly looked for in the long tail. You may now have over 20,000 keywords if you cover just one metropolitan area, or hundreds of thousands if you cover the whole United States. Simply put all of these keywords into your ad campaigns, and now you are at least showing up on practically all of the SERP’s in the long tail of your local keyword universe. If you have hundreds of thousands of keywords to input, you may be well advised to contact a sponsored search representative for bulk-uploading your keywords.

This next method for dominating the natural search listings (where people are more likely to see and click your listing) requires a working knowledge of a scripting language and MySQL, to take to its full potential. For our example, we will be using PHP. This could otherwise be tediously done by manually generating static pages.

On a side note, it should be noted that this method should only be used to show up for cities that you actually serve and for services that you actually offer! There is unfortunately potential for blackhat abuse here.

Basically, we will be making a directory of the cities we serve with each city page optimized and skillfully interlinked. Here is an example url of a client website that is currently using this technique: http://www.daspc.com/Accounting-Services.php?city=Troy&state=Michigan . Some quick searching on Google shows that not only does the client show up well for “Troy, Michigan Accountant”, but they also show up right near the top for EVERY SUBURB OF DETROIT! — whether you are looking for an accountant, a certified public accountant, or a cpa firm. This works for companies that serve clients in cities across the entire United States, too!

As you can see, this site uses dynamic variables in the URL. Mod ReWrite can get you even more on-page points by making your pages look like .html files. The script also dynamically generates optimized internal anchor text, and can link to all of the nearest cities by pulling in dynamic latitude and longitude. I will spare the underlying programming, suffice to say reading 300 pages of an O’Reilly PHP / MySQL book can teach you how to do it.

The main thing to be concerned about is the difficulty in getting these pages indexed and ranking well. To help, I am going to share my equation for my simple theory of website rankings on search engines—drawn from hundreds of hours of studying SERP’s – this is so simple, I’m surprised I haven’t seen it before:

A page’s rank = on page optimization (varies by search engine) * Page rank (varies by search engine) + value of link juice pointing directly at the page (varies by search engine) * anchor text distribution of those links

The important point to make here is that these high rankings with the city pages are not achieved by link building to the individual pages, but by passing page rank through to the highly on-page-optimized pages over time (see page rank to understand passing of page rank). The pages will probably be originally indexed into Google’s supplementary index and not rank well, but depending on the PR of the pages on your site linking into your city pages (the higher PR the better), and the length of time the links to your city pages have been in place passing page rank on to your city pages, your site may come out sooner than later. You should be out by the next page rank update – so about a maximum of three months – if you do it right.

Here is another useful relationship equation.

Time in Supplemental Results = the Number of City Pages / Page Rank Value being Passed on to City Pages .

What this means is that you are not going to dominate all the global SERPs for a a competitive keyword ( a few million city pages required) if your own website is a low page rank site, so it would be best not to over-stretch your ambitions.

Well, that is all. This is an extremely powerful tactic for picking up the long tail, especially when coupled with the database and service name multiplication for service and product names. If you would like to utilize our services, please feel free to contact us.

AIDS Clickathon – A Viral Marketing Strategy to Fight the HIV/AIDS Virus in Africa

By Paul Steinbrueck.

There are many Internet marketing strategies these days, but by far the most powerful and explosive is viral marketing.

What is Viral Marketing?
Viral marketing, also sometimes referred to as buzz marketing or word of mouth marketing, is a category of marketing where the strategy is to spread the message by word of mouth, so awareness spreads exponentially like a virus. People tell their friends, who tell their friends, who tell their friends, and so on. While viral marketing has existed for decades, the Internet has expanded the reach and rate a viral campaign can spread, and Web 2.0 technologies like blogs, MySpace, YouTube, and Digg have taken viral marketing to a whole new level.

Linkbait 2.0: The Soul of Linkbait (Part 2)

By Todd Mintz.

Heard it from a friend who…heard it from a friend who…heard it from another…” REO Speedwagon

Part 1 Can Be Found Here (and Part 2 won´t make much sense if you haven´t read Part 1).

Part 1 chronicled my “failed” attempt to linkbait my personal reminiscence of Marvin Gaye´s 1983 NBA All-Star Game National Anthem . At the end of that story, I wrote that I vowed to start the linkbaiting process anew…to use different forms of social media to gain attention for what I´ve written. I´d like to report on the progress that I´ve made:

New Archenemies? SEO and ROI – Say It Ain’t So, Joe

By Michael Murray.

 

Marketers: Wisen up and stop treating search engine optimization (SEO) and return on investment (ROI) like they should be on separate planets.

Obviously ROI can work well with many marketing options. Search engine optimization can still deliver the goods if people are horrible at tracking what happened.

More website promoters should view search engine optimization and ROI as friends, not as a not-so-funny oxymoron. They’re not sports rivals and they don’t snarl behind demilitarized zone fences.

Search engine optimization can start the race and let ROI finish it. SEO determines how to run in the next contest (i.e. ongoing updates and keyword refinement).

Yes, search engine optimization has credibility issues. Marketers also prove daily that they lack the brainpower, time or cash to do a thorough job.

Internet Marketing 4 Ps 2.0

By Brian R. Brown.

If you ever took a class in marketing, read a book on marketing or watched the movie Jerry Maguire, then you’ve at least been exposed to the 4 Ps of marketing. You may not be able to name them off the top of your head, but that will just make learning the new 4 Ps even easier. The new 4 Ps have grown out of the Internet and search engine marketing, but their influence will surely cross over as the line between online and offline continues to blur.

5 Ways Jesus Would Promote Himself in the 21st Century

By Eric Hebert.

 

1. Set up a blog

jesusThe first thing Jesus would have to do is set up that blog. I’d have him get started using WordPress and hacking an open-source theme, tweaking the CSS and adding a custom header with his logo. After setting up the proper categories and options (for instance fixing the permalinks option), we’d have to install several plug-ins to ensure his new site gets indexed properly by the search engines and acts a little more user friendly:

LSSQTFCP (Local site seeks quality traffic for conversion purposes)

By Simon Heseltine.

Hi, I’m a fairly new web site, I’ve been in the area for about 6 months (ok, if you want to check out my registration date, 7 months). My primary interests are sign ups to my newsletter, and sales of multicolored sprockets (I have over 700 colors in my inventory). I’m looking for quality traffic, but am also interested in casual linking, although I’m not really into reciprocal. I’ve ‘dipped my pages’ in a couple of the social sites, and while I had fun (especially with that article on weasels and phlegm) I didn’t get a warm glow in my bottom line. I’m not ashamed to admit that I’ve paid for traffic in the past, in fact at one point I was paying for as much as I could get, with my goal then being to maximize my CTR. Now that I’ve matured and know more of what I want out of life, my focus has switched over to conversions. So if you’re interested in finding out more about multicolored sprockets in the local area, give me a click and we’ll take it from there.