Introduction

Is your website working for you? 

My guess is NO!  I bet it's not doing everything you had hoped it would when you first set it up. And yet some businesses have double and tripled in size by virtue of their web presence.

What's the difference? 

That's a long conversation.  In short, those who made it easy for their customers to find them, have prospered.  

In the past, you put an ad in the Yellow Pages under Plumber and people would find you no matter what their particular plumbing need was.  Some still do. However, online searching is different from the old yellow book days.  Today people search for "Hot Water Heater Replacement" or "Fix Leaky Pipes" and not "Plumber."

If your web site isn't specifically set up to be found for either of the above two searches these customers wouldn't find you.  And that's lost business for you.  

I can show you how to get that business today, tomorrow and into the future.

Your Site Is Included

But first, I want to share some information with you about your website and that of several of your competitors.

The data I am sharing with you was gathered this month in Minneapolis.  So it is very directly related to your business and to your competitors.

I intend to make this as simple as possible, but it is a complicated topic so please bear with me. 

You need to know that there are two basic categories of things that matter to how well your site performs on Google and the other Search Engines.

On and Off Page

These are "On Page Factors" and "Off Page Factors"

On page factors for any web site includes both visible and invisible factors. The invisible are Meta Tags that the search engines can see, but people normally do not.  In addition to these broad categories, there is a third element that should be on most business web sites that I will refer to as an "Opt In Form."

The "Off Page Factors" primarily boil down to the number of Back Links that point to your web site and to the pages in your web site.  This topic is complicated by the fact that not all back links are created equal. A back link from a highly relevant authority site may be worth 100 or more from an unrelated occasional blog post.

I have written a number of eBooks and articles on these and related topics.  The two most relevant are available at this link. If you decide not to use my services, you will find these to be excellent introductions to the relevant topics.

First Page or Oblivion

One additional comment. If your web site is on page two of Google it may as well be on page 22. In business, you need to be on page one to be seen. Fewer than 2% of all searches ever get to page two.

But you will be surprised to learn that it's not terribly difficult to get to page one for a lot of different searches your potential customers are making today.

The main reason for that is that your customers are using thousands of different terms to find help today where they once only looked for "Plumber."   In this report we will look at just two of these terms.  The first is "Plumber Minneapolis," and the second a little more specific, "Hot Water Heater Replacement Minneapolis" 

First a note on Minneapolis.  When people search for any term online they will get a worldwide response with millions of results. They instinctively re-enter the phrase with a geographical term relevant to them. So while there may be 100,000 plumbers in the country they will see only those who do at least some work in Minneapolis.

The 2 Step Equation

The two step equation that matters is first for the Search Engines to know what your page is about, and second for it to decide where to rank it in relation to all the other sites.

The first step is to understand how Google and the others know your site is about plumbing.  You tell them that in the Title tags, description, and keywords you insert into your sites Meta Tags. In addition, you can tell them by including your keywords in the URL of your web site, and in the text that appears on your page itself that people can read.  If your keyword is in your URL, in your title tag, in your keyword list, and your description, and in the headline text on your page, and in the first fifty or so words, perhaps once or twice again in the text of your page and then in the last 50 words, the odds are Google will know what your page is about.

Trust me when I tell you most of you are no where near that standard.  And yet many of you could make simple improvements that would make a big difference in a few days time.

The second step to the equation determines where to stack the various pages that are most likely about the topic someone puts into the search engine.  The primary evidence Google uses to decide who goes first, who next, and who after that, is the cumulative value of all the links other pages elsewhere on the internet give the site in the form of backlinks.

If your site has all the on page factors perfect and so does another site, google will look and see that you have three backlinks and they only have two, and as a result you will be ranked first and the other second.

Now in the real world, most sites do not have perfect on page setups, and not all backlinks are created equal so there is much more to this story, but these are the basics.

Step One: ON PAGE FACTORS

There are two types of on page factors. The visible elements of your individual web page itself, and the invisible meta tags that normally only the search engines read.  In many cases, a low ranking for a web site that has a lot of backlinks is the result of poor, or missing meta tags and other omissions on the web page content itself.

Normally, these deficiencies can be remedied relatively quickly for any given web page. However they also need to be applied to each page of the site.  One of the most frequently seen errors is the use of the same meta tags on all of a site's pages, followed by many sites with no or only partial meta tags. 

This study did not look at the visible on page content, as such a study would need to focus too specifically on each page.  It did however look at the key Meta Tags.

The Key Meta Tags are:

• Title

• Description

• Keywords

 Title Tag

In general, those websites with the term "Plumbing Minneapolis" ranked higher than those who did not have that phrase or some variation of it.

In the ideal world, a business web site should have a separate page for every major Keyword Phrase with a targeted title tag and related keywords.  The pages need not be significantly different from one another.  Each page should be targeted to each of the primary keywords appropriate for your specific business.  The more targeted a page, the more likely it is to be ranked high.

The description, has less to do with where you rank, but does have value in getting people to click your link, even if you are not ranked number 1.

The description is a 160 character ad that you design to catch peoples eyes who are browsing through the list of results Google provides when they search on your keyword.  The listing will start with your Title Tag, and then will display your description under it. This extra space can be very useful in grabbing your prospects eye and getting them to click on your link before someone else's.

For example, one way to use the description is to add local suburban locations you serve.  If your description says you serve the Rogers, Anoka, Fridley area, a person who lives in that area may well click on your ad before they would one that mentions Apple Valley, Lakeville, etc. 

This in only one example of how a well thought out description could improve the marketing of your business through a simple change in your meta tags.

Keywords

The meta tags include an area for you to insert the keywords appropriate to your website. This tells the search engines what to look for in terms of content on your page.  In the past, for a brief period of time, it was possible to get top search engine rankings by flooding your copy and your meta tags with a lot of keywords.  This is no longer true, and people who still do so end up getting their page penalized by Google. 

That said, keywords are still a crucial element to your page, but the keywords you use must also appear on the actual page of your site.

Here again, it pays dividends to have a few targeted keywords on a page, and another set of keywords on another page.

While not actually part of the Meta Tags, the power of a URL that directly contains the keywords in question is too great to not mention.  Most Businesses have URL's with their company name in them.  This is only valuable if you have a really strong brand identity. But for most businesses, the horse has already left the barn.  It may make sense though to acquire URL's for your most valuable keyword terms, and re-direct them to your websties specific page dealing with that keyword.

This is an effective way to build traffic to a site page, while providing your own backlink.  Since URL's are relatively inexpensive, this tactic offers significant potential in some markets, if appropriate keyword rich URL's are still available.

Top 30 Title Tags for "Plumbing Minneapolis"

Labor Day September 6, 2010 - Google Ranking and Title Tags Used

Page 2 of Google

Page 3 of Google

End of Page 3

Comments on Title Tags

The URL's highlighted in Aqua are directory sites, or generic sites. Such sites typically are better designed in terms of SEO Factors, and typically have a lot of back links to their overall site, but few to the actual keyword in question.  As a general rule, these sites are relics of the buggy whip era and are considered to be a waste of money in internet marketing circles.

Most businesses will do significantly better by having their own web site appear on it's own two feet in the search engines.

Note that the national brands, and national franchise brands tend to do well in this market, but a couple of locals have broken into the top 10.

The top three rankings had the term "Plumbing" in their URL. However so do several others who were ranked lower for other reasons.

Eight of the top ten listings had both the words "Minneapolis" and "Plumbing" in their Title Tags

Several of the web sites that appeared on page 2 and 3 probably could have placed on the first page if their "ON Page" factors were improved.

Two City of Minneapolis sites made the top 30 and are highlighted in gold.

A similar evaluation was made of the top twenty listings that ranked for the keyword, "Hot Water Heater Replacement Minneapolis"

Virtually all of the top ranking listings have the term water heater in their title tag, which means they had a specific page for the term. Note that very few individual businesses are to be found in the above list. Instead it is filled with directories and a couple of governmental documents.  One of the exceptions is the top listing which which is one of the best overall websites in the local plumbing market place. Their page on water heaters is so strong they easily won first position for other factors despite not having the term in their title tag. 

Note that some of the directory sites made the list twice, which is also possible for your company on occasion. Getting multiple sites in the top ten is a great way to establish your credibility in the market place.

In this case though it was more for a lack of competition.   Note that in this ranking as in the first group, St Paul Plumbing made a respectable show in the rankings even though its meta tags say nothing about Minneapolis, only St. Paul.

Also note that 19th position in the Hot Water list went to a site with a title tag from Sandy, Utah.

This all suggests that if water heater replacement is part of your business, it may be possible to rank high for it and capture a lot of business from frantic homeowners mopping their basement and looking for help.

This is probably true of other keywords appropriate to your business. Pick up a water heater job here, a sump pump there and before long your business is growing.  That is the power of a properly designed web presence.

In the next section we will look at these results again, but with an eye to the number of back links each site gets.

Step Two: OFF PAGE FACTORS

As previously discussed, in general terms the more back links a site gets the higher its ranking.  But some back links are more important than others.  And so its possible for a site with thousands or even hundreds of thousands of back links to be out ranked by a site that has mere dozens.

As you will see, there are directory sites that have huge number of pages of content and lots of back links because they are national in scope and cover a wide range of topics.  Such sites are formidable looking, but a focused web site that is locally based can very often outrank these giants as handily as David dispatched Goliath.

Off Page Factors

When looking at Off Page factors we pay attention to:

• Links to the URL
• Links to the Domain
• Number of Pages Indexed
• Google Page Rank
  

If your main web site is ABCPlumbing.com  the number of links to your home page is counted.

If you design your web site well you will have multiple pages on your web site, such as ABCPlumbing.com/WaterHeaters.html.  The search engines like to see links not only to your main page, but also to all of your interior pages as well.  Google sees this as evidence that your site has value internally as well as on your front page.  Thus the total number of links to your site and not just to your main page matter. It's assumed that the ratio of all links divided by links to your main URL is an indicator of "Substance" on your site and this helps raise the ranking of the site and all the individually indexed pages in it.

The total number of pages is also seen as a positive by the search engines again because it is seen to indicate a wealth of information and substance.

Finally, the Google page rank is assigned by Google according to their evaluation of your site which probably include the prior points as well as others known only to Google.  A higher page ranking helps you in the search engine rankings but is not by itself determinative.

Building Back Links

Building back links to a web site is not difficult, but it does take time and effort. It is usually best to build back links over an extended time frame.  It is relatively easy to build dozens of back links in a week's time and not unheard of to build hundreds in days.  Too rapid a growth rate may signal Google and others that something is fishy, resulting in potential negative repercussions, particularly from Google.

When reviewing the following data though, it's important to know that you could significantly increase both your number of pages, and your back links significantly in a say 3-5 month period.

Backlinks Matter

Below is a chart showing the number of links to URL, the Links to Domain, The Number of Pages Google has Indexed and the Google Page Rank a site has. You will note that some of the Directory sites have huge numbers of pages and links to their domain, but usually few to the actual url.  

You will quickly see that purely having back links by itself doesn't necessarily mean that your page will be ranked highly.  The formula Google uses to rank sites has many factors. A poor set of on page factors can easily negate a sizable number of back links. 

A more thorough study of the actual source of some of these back links, will probably reveal that some were built on the cheap using various tools and techniques that generate a lot of low quality back links.

In reviewing the results for this keyword, it appears that anyone of the companies involved could catapult themselves to the first page of the search engines in relatively short order.

A plumbing site with about 40-80 pages of content and a total of 400 - 600 backlinks spread among its various pages would likely be able to gain top ranking in many important keywords in relatively short order. 

Back Links for Top 30 Sites Ranking for Plumbing Minneapolis

Note that the top ranking site of Norblom Plumbing has only 11 indexed pages on it's web site, and a total of 110 back links, most of which were directed to it's main URL and not to internal pages. In this case it was the combination of good meta tags, other on page factors and a solid if small amount of back links that made the difference.

Also of note is the third place site of Minneapolis Plumbing. This may be the local champion in terms of web site design and Search Engine Optimization. With 96 pages indexed and 6238 links they are a formidable site. Overtaking their position would take a real commitment.  They will rank high on many different keywords by virtue of their many targeted pages. That said, with proper research and consistent effort there is no reason you couldn't make a move on them, and settle for second place in the interim. As you will see below they are the number one site for Hot Water Heater Replacement Minneapolis.

"Hot Water Heater Replacement Minneapolis" Back Links

Note that the big directory sites have a lot of pages and a lot of links to their domain, but few to the actual URL and typically have a Google Page Rank of 0. 

The sites ranking 7, 8, 9 and 10 are all very modest sites that could easily be overtaken, or if they desire and were properly set up, would probably show the big directories out of first place. Check ou the numbers on the site immediately below them.

The underlying message here is that it is possible for your business to significantly improve your web site performance if you make the decision to do so.  

Keywords

The 30 different sites examined in "Plumbing Minneapolis" study used a wide variety of keywords in their meta tags.  When reviewing the list, it's clear that some of the keywords used were patently inappropriate.  The actual keywords you want to use will vary significantly depending on the actual services you provide.  Below is a hodgepodge of keywords, you will note many words used repeatedly and some only once or twice. If you see a keyword here, that describes a function of your business, it may be that you should have it on your company's keyword list.  Although not necessarily on your home page.

We show these these to make two points. First most of the sites, likely yours as well are not assembled optimally.  Second to give you an insight into how many different keywords there are that may be related to your business. As large as the glob or hodgepodge is, rest assured the total number of keywords your customers are using dwarfs it by a huge margin.

The poor use of keywords demonstrates that a lot of web site designers do not fully understand the purpose and function of keywords in the meta tag section of the page.You will note that one site made keywords out of each word in a sentence.

In general, keywords that people actually use to find things online usually have two or more words, sometimes many more. In internet marketing circles these are called long tail keywords.  You typically want to use two, three and four letter keywords.

The heavy use of geographical terms is positive. People search for Plumber and are confronted with a huge field of millions of possible web sites, most of which are no where near to them. They instinctively add a keyword to filter the universe to their local market. Thus Plumbing Minneapolis.

Handling the various suburban communities can be challenging, but is well worth the effort. Keep in mind that you need to have the suburban names show up both in the Keywords and on your actual pages if you want to rank for them well.

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============

Quite a list.  A lot of good keyword phrases are interspersed with a lot of inappropriate words and places.  We took some time and cleaned the list up a bit. 

Just as there are a lot of ways of saying "Plumber Minneapolis", there are multiple possibilities for most of the keywords in the above list.  As a result the first function of an effective web site build is to identify the key products and services within your business. From each of those, you want to do a thorough analysis of the keywords people actually use to find what you have to sell.

Once that is done, the next step is to identify which of those keyword phrases you have a realistic shot at winning a top ten spot on the search engines.  This initial phase can be a bit mind numbing, but the effort paid there will prove it's worth over time.

Tip: Circle the keywords that specifically apply to your business.  Are there any business functions that are not on the list above?  Ask yourself if your customer is looking for "air conditioning," or air conditioning installation or air conditioner maintenance, etc. A customer who wants someone to maintain their equipment is going to respond better to a web page about service contracts rather than one promoting roof top units.  The first step to designing a website that captures tons of new business is to do solid keyword research based on your actual business characteristics.

The Essential Keyword Secret

For any given service or product you sell there are hundreds of different ways people will go about looking for it.

If they know your jargon, they may use it. More likely they don't know what or how to describe what they are looking for. The results can be pretty creative.  For every specific product or service you offer you want to do an analysis of what people actually search on.  Then you need to do a determination as the whether enough people search for a given term to make it worth worrying about, and secondly you verify that you have a realistic chance of ranking high for that term on the search engines.

So to reiterate:  The proper steps to designing a web sits selection of key words is to

1. Identify the key services and products you want people to buy from you.

2. Identify the top 100-200 keywords most likely used by searchers for that product

3. Identify which are the most commonly searched for

4. Identify which of those would be the most easy to rank for quickly.
   

Then what do you do?

You create a simple web page that has the same basic design template as all your other web site pages and focus the Page Title, the Keywords and Description and if possible the url to that specific keyword. You focus the content on the page to the keyword you are using and it's simple variations.  This page is then linked to your HOME PAGE, to your ABOUT US page, and to your ORDER or ESTIMATE REQUEST page as well as your "Opt In" page or ethical bribe.  (See Section below on Opt In)

This results in a much larger web site, with clearly specific information on a wide range of related topics.  This is a site characteristic Google values and rewards with higher search engine rank placement.

The OPT IN

If someone needs a plumber today to fix a leaky water heater or other emergency service, they are going to search for a name and number of someone who can respond now.  If they are shopping for a future purchase such as a remodeling project they may start searching the internet weeks and months in advance of the time when they will make their final purchasing decision.

It they come to your page and like what they saw they may remember you and return when they are ready to buy, but don't count on it.  Instead you want to find a way for them to let you know that they are a prospect.

The way to do that is to offer them an ethical bribe in exchange for them giving you their name and email address.

Most online businesses do this in the form of some sort of down-loadable information.  A top ten tips and planning your new bathroom or something similar. You may have different offers on different pages dealing with your various product lines or services.

Once you have their email, you can set up an automated series of friendly informative messages designed to 

• Build your relationship with them
• Provide helpful information so they better understand the value your offer
• Keep your name in front of them
• Stay in touch until they buy or tell you to stop.
  

If you do nothing else as a result of this report, do this.  A one time effort to set this up, will pay for itself over and over again well into the future.

 Next Steps

About the Author

The author of this report is Earl Netwal, known online as the Micro Business Specialist.  He has been working online since 1996 when he became an early ebayer during eBay's initial year.  In the last several years, he has shifted his attention to assisting small and very small businesses understand and more effectively use the internet for marketing purposes.

He writes several different blogs, including his flagship called www.MicroBusinessSpecialist.com which focuses on a wide array of issues related to small and very small businesses on and offline.

He has written many different eBooks, and reports on a wide array of topics, as well as some short videos and podcasts.  Most relevant to this report are two eBooks written last year. One is called, "Why Most Small Business Web Sites StinK!" and  "Main Street Rises to the Top of the Search Engines."

You can buy both of the eBooks here and get a two for one discount.

Available for Consulting

Earl is available for consulting on your businesses web presence.  Most small businesses are missing out on significant source of new customers due to poorly designed and executed web pages. 

Optional services include

• An assessment of your current web site, Evaluate it's strengths and weaknesses from an SEO Perspective.

• Creation and development of an Opt In AutoResponder system.
  

• Development of and evaluation of a set(s) of the top 100 (or more) keywords your site should focus on and a preliminary assessment the 5-10 most likely to result in near term success for each of your major product lines.

• Identification of the competitive nature of your priority keywords and assessment of your competition.
  

• Design of a systematic strategic approach to dominate your market place in your niche(s.)

• Supervision of your staff/computer contractor as they implement the strategy over time

• Assume Complete hands on responsibility for the development and execution of your online marketing efforts.

Best Wishes,

Earl Netwal , enetwal@gmail.com

http://MicroBusinessSpecialist.com

About the Author

The author of this report is Earl Netwal, known online as the Micro Business Specialist.  He has been working online since 1996 when he became an early ebayer during eBay's initial year.  In the last several years, he has shifted his attention to assisting small and very small businesses understand and more effectively use the internet for marketing purposes.

He has written many different eBooks, and reports on a wide array of topics, as well as some short videos and podcasts.  Most relevant to this report are two eBooks written last year. One is called, "Why Most Small Business Web Sites StinK!" and  "Main Street Rises to the Top of the Search Engines."

You can buy both of the eBooks here and get a two for one discount.

Available for Consulting

Earl is available for consulting on your businesses web presence.  Most small businesses are missing out on significant source of new customers due to poorly designed and executed web pages. 

Optional services include

• An assessment of your current web site, Evaluate it's strengths and weaknesses from an SEO Perspective.

• Creation and development of an Opt In AutoResponder system.
  

• Development of and evaluation of a set(s) of the top 100 (or more) keywords your site should focus on and a preliminary assessment the 5-10 most likely to result in near term success for each of your major product lines.

• Identification of the competitive nature of your priority keywords and assessment of your competition.
  

• Design of a systematic strategic approach to dominate your market place in your niche(s.)

• Supervision of your staff/computer contractor as they implement the strategy over time

• Assume Complete hands on responsibility for the development and execution of your online marketing efforts.

Contact Earl at 612-724-4392 most days from 9AM to 4PM. or email at enetwal@gmail.com to set up a no obligation initial interview.  During the interview Earl will provide a preliminary assessment of your current web sites "grade" for any single keyword of your choice.