BrightonSEO - Amanda Jordan.pptx
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This document discusses how to identify expansion opportunities for businesses through local SEO data. It outlines a 6-step process: 1) identify potential markets, 2) filter markets down using data, 3) identify specific opportunities in the filtered markets, 4) narrow locations further by analyzing competitors and keywords, 5) forecast growth potential for the narrowed locations, and 6) present location options and forecasts to the client to obtain buy-in for expansion. The goal is to objectively evaluate markets and present well-researched location ideas that align with the client's goals for growth.
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BrightonSEO - Amanda Jordan.pptx
- 1. Opportunity is Knocking: How to identify growth and expansion opportunities with local SEO data Slideshare.Net/AmandaJordan27 @amandatjordan Amanda Jordan RicketyRoo #brightonSEO @amandatjordan
- 2. About Me In local SEO since 2011 Loves SEO strategy Boy mom, dog lover, gamer Obsessed with ginger beer #brightonSEO @amandatjordan
- 4. Doesn’t always require a new brick and mortar Be a true business partner Easily show value You want to do this because #brightonSEO @amandatjordan
- 5. When is it time to grow? Client has aggressive goals or has large market share in its current market. #brightonSEO @amandatjordan
- 7. The Process Identify Opportunity 03 Project Growth 05 Find Markets 01 Filter for Success 02 Narrow Locations 04 Present to Client 06 #brightonSEO @amandatjordan
- 9. Stay regional Choose an area with some brand awareness. #brightonSEO @amandatjordan
- 10. Don’t get too close to current location Avoid overlapping with current locations. #brightonSEO @amandatjordan
- 11. Avoid highly competitive cities Stay away from extremely competitive cities. #brightonSEO @amandatjordan
- 12. Data Needed Data collection process # of Households Proximity Population Brand Awareness Income Others #brightonSEO @amandatjordan
- 14. Eliminate areas that won’t work for your client based on the data points we’ve pulled. #brightonSEO @amandatjordan Remove Underperformers Filter for Success
- 15. If your client has customer personas, this can be really helpful for filtering down locations. #brightonSEO @amandatjordan Use Customer Personas Filter for Success
- 16. Filter for Success Compare the data here with your most successful areas of business. #brightonSEO @amandatjordan Use Client Conversion Data
- 17. Do’s for Filtering #brightonSEO @amandatjordan Eliminate areas where you already perform well Avoid spending time and resources on areas you don’t need to improve in.
- 18. Do’s for Filtering #brightonSEO @amandatjordan Eliminate based on client goals Stay focused on what matters most to the client for a new location. This is an investment for them.
- 19. Do’s for Filtering #brightonSEO @amandatjordan Use local data to continue narrowing down options Getting the media can help determine areas that are too small to consider.
- 20. Dont’s for Filtering #brightonSEO @amandatjordan Don’t choose cities with extremely high or low population Choose easy wins over uphill battles.
- 21. Dont’s for Filtering #brightonSEO @amandatjordan Don’t eliminate cities due to factors that aren’t related to client goals
- 23. Look for the Actual Opportunities Search Volume 40% Spam Level 25% Keyword Difficulty 25% Regional Winners 10% #brightonSEO @amandatjordan
- 25. Choose Your Top Keywords Determine Top Competitors Review Ranking Factors Choose Finalist Locations How to Narrow Down Locations #brightonSEO @amandatjordan
- 26. How long will it take to catch up with your competitors? #brightonSEO @amandatjordan Reviews Finalist Location Considerations
- 27. Does everyone in the local pack have keywords added to their name? #brightonSEO @amandatjordan Spammy Names Finalist Location Considerations
- 28. How long will it takes to catch up on links? #brightonSEO @amandatjordan Links Finalist Location Considerations
- 29. Finalist Location Considerations Are there franchises or enterprises companies that own the local pack already? #brightonSEO @amandatjordan Nationwide Competitors
- 32. #brightonSEO @amandatjordan Find Your Rate Sessions for the past 24 months / Current population = Traffic Rate Step 1
- 33. #brightonSEO @amandatjordan Get Your Potential Traffic (Traffic Rate x New location population) / 24 = Potential monthly sessions Step 2
- 34. #brightonSEO @amandatjordan Find Your Conversion Rate Find your organic conversion rate from Google Analytics. Step 3
- 35. #brightonSEO @amandatjordan Get Your Potential Leads Organic Conversion Rate x Potential Monthly Sessions = Potential leads Step 4
- 36. Forecasting Caveats This forecasting assumes similar rankings and visibility as your current location! #brightonSEO @amandatjordan
- 37. Forecasting Caveats To forecast the initial results from the new location, use the first 24 months from when they started SEO instead of the past 24 months. #brightonSEO @amandatjordan
- 39. Client Buy-In Clients like ideas. Thoughtful, well- communicated ideas that show a direct impact on company goals. #brightonSEO @amandatjordan
- 40. Common Questions Be prepared to answer questions related to costs, resources, and time needed. #brightonSEO @amandatjordan
- 41. Associated Costs Be prepared with potential costs related to adding a new location such as new site content or renting a building. #brightonSEO @amandatjordan
- 42. SEO Needs Understand that locations with new GBPs will also need reviews, directory listings, photos, backlinks, etc #brightonSEO @amandatjordan
- 43. Location 1 Significantly more search volume. PROS Rental spaces in the best areas are extremely expensive. CONS #brightonSEO @amandatjordan
- 44. Location 2 Low competition and easy to find rental space for proximity. PROS Less search volume. CONS #brightonSEO @amandatjordan