Jonathan's Web Marketing Blog
3.27.2007
"The Philadelphia Predicament" or "Sojourners from South Jersey"
When I get calls and emails from people in the southern part of New Jersey, the client and I are faced with a bit of a predicament. I would liken it to a planet's gravitational pull. People in South Jersey, especially Southwestern New Jersey, who are searching for professional services online, do not search for New Jersey terms.
There's a common-sense psychology to search engine marketing strategy that most people don't realize. Even if someone lives several miles outside of Philadelphia (or any major metropolitan area), even if they live across a nearby state line as in our South Jersey scenario, they will still tend to search using the broader term because they are narrowing their search, starting broad, and ending narrow. It's for this reason that statewide searches, while seemingly desirable, are not as important as the major metropolitan search (in this case Philadelphia for New Jersey even though Philadelphia isn't part of New Jersey).
Occasionally, the users will assume that they have to drive into the city in order to see the best doctor/lawyer, so they will do a search for something like "philadelphia cosmetic surgeon". When they find someone who is near them and whose website they connected with, they are likely to email that doctor.
In general, it doesn't hurt to optimize for a couple smaller locations along with the major metropolitan area (i.e. Trenton in addition to Philadelphia), but you don't want to try to optimize your entire website for every bedroom community out there. The search engines won't understand which phrase is most important, and they won't see that you intend to appeal to any specific location. Consequently, you'll likely only show up for the least competitive, least desirable searches.
Instead, you can pick up the lesser areas with an inexpensive pay-per-click campaign if you absolutely have to be there when that rare search comes about. You can also use a page or two of content that is focused on that area and optimize that page for that specific locale, but that's another blog entry.
So, whether you're in Philadephia or not, whether you're a plastic surgeon, a cosmetic dentist, a lasik surgeon, or an attorney, be sure to prioritize the locations that you will target with your website marketing starting with the major metropolitan area and expanding to smaller location names only as necessary.
There's a common-sense psychology to search engine marketing strategy that most people don't realize. Even if someone lives several miles outside of Philadelphia (or any major metropolitan area), even if they live across a nearby state line as in our South Jersey scenario, they will still tend to search using the broader term because they are narrowing their search, starting broad, and ending narrow. It's for this reason that statewide searches, while seemingly desirable, are not as important as the major metropolitan search (in this case Philadelphia for New Jersey even though Philadelphia isn't part of New Jersey).
Occasionally, the users will assume that they have to drive into the city in order to see the best doctor/lawyer, so they will do a search for something like "philadelphia cosmetic surgeon". When they find someone who is near them and whose website they connected with, they are likely to email that doctor.
In general, it doesn't hurt to optimize for a couple smaller locations along with the major metropolitan area (i.e. Trenton in addition to Philadelphia), but you don't want to try to optimize your entire website for every bedroom community out there. The search engines won't understand which phrase is most important, and they won't see that you intend to appeal to any specific location. Consequently, you'll likely only show up for the least competitive, least desirable searches.
Instead, you can pick up the lesser areas with an inexpensive pay-per-click campaign if you absolutely have to be there when that rare search comes about. You can also use a page or two of content that is focused on that area and optimize that page for that specific locale, but that's another blog entry.
So, whether you're in Philadephia or not, whether you're a plastic surgeon, a cosmetic dentist, a lasik surgeon, or an attorney, be sure to prioritize the locations that you will target with your website marketing starting with the major metropolitan area and expanding to smaller location names only as necessary.
Labels: For Attorneys, For Dentists, For Ophthalmologists, For Plastic Surgeons, Keywords, Optimization
posted by Jonathan Fashbaugh
0 comments
Email Me
1.22.2007
Picking Your Battles
The first step to a successful internet marketing campaign is to be sure that you're targeting the correct keywords and locations. If your site targets the incorrect terms or too many terms or even too few, all of your web marketing efforts will faulter.
The best way to create your list is to figure out which of your services are in demand on the internet. An experienced web marketing consultant can help you with this. You also need to select the locales that you want to target.
Of course everyone would like their site to come up when someone searches for your service, but the people who are seriously interested in purchasing your services are those that are searching for a professional in your area. So, instead of "cosmetic dentist", they search "cosmetic dentist washington dc". You'll notice our client, The Washington Center for Dentisty shows up #1 on Google.
If your website isn't optimized for the key locale names in your area, you'll miss out on prime opportunities.
It's equally important not to go overboard in this regard. Trying to target every suburb and town within a 100 mile radius of your office is usually a big mistake. It's important to pick your keywords with the end user in mind. If someone lives in a suburb, they'll usually still use the major metropolitan area as their search criteria and then select a provider from those results who is either located near them or is obviously the right person for the job and is worth the cross-town trip.
Lastly, once you have your list of keywords established, be sure that your website can support your list. If your site is slight on content, then you'll have to cram the optimization for your keywords onto too few pages. You should have at least one page of content for every keyword phrase on your list, and plan on adding content on a regular basis.
By starting off with the correct targets, you'll be far more likely to hit your mark.
Jonathan Fashbaugh
Internet Marketing Consultant
Page 1 Solutions
800-916-3886, ext. 210
The best way to create your list is to figure out which of your services are in demand on the internet. An experienced web marketing consultant can help you with this. You also need to select the locales that you want to target.
Of course everyone would like their site to come up when someone searches for your service, but the people who are seriously interested in purchasing your services are those that are searching for a professional in your area. So, instead of "cosmetic dentist", they search "cosmetic dentist washington dc". You'll notice our client, The Washington Center for Dentisty shows up #1 on Google.
If your website isn't optimized for the key locale names in your area, you'll miss out on prime opportunities.
It's equally important not to go overboard in this regard. Trying to target every suburb and town within a 100 mile radius of your office is usually a big mistake. It's important to pick your keywords with the end user in mind. If someone lives in a suburb, they'll usually still use the major metropolitan area as their search criteria and then select a provider from those results who is either located near them or is obviously the right person for the job and is worth the cross-town trip.
Lastly, once you have your list of keywords established, be sure that your website can support your list. If your site is slight on content, then you'll have to cram the optimization for your keywords onto too few pages. You should have at least one page of content for every keyword phrase on your list, and plan on adding content on a regular basis.
By starting off with the correct targets, you'll be far more likely to hit your mark.
Jonathan Fashbaugh
Internet Marketing Consultant
Page 1 Solutions
800-916-3886, ext. 210
Labels: For Dentists, Keywords, Optimization
posted by Jonathan Fashbaugh
0 comments
Email Me
Email me with your question.
Web Marketing Consultant:
Jonathan Fashbaugh
A cache of internet marketing insights from Jonathan Fashbaugh, a consultant at Page 1 Solutions. Check back frequently for great web marketing ideas for cosmetic dentists, personal injury lawyers, plastic surgeons, and ophthalmologists.
Favorite Internet Marketing Posts
- Closing The Book On The Yellow Pages
- "Law Office"
- Where Do Directories Fit In?
- The Too Busy Signal
- Clarifying the Importance of Links
- Multiple Websites As A Search Engine Marketing Strategy
- Layers of Information
- How to Shop for A Web Marketing Firm - Going Beyond Price
Previous Web Marketing Posts
- Blog Home
- Dental Web Marketing Client
- Is Your Website A Work Of Online Art?
- Closing the Book on the Yellow Pages
- Web Marketing In The Presidential Race
- Video in Web Marketing
- Page 1 Creeps Out For Halloween 2008
- Pay-Per-Click Advertising In Web Marketing
- Is Your Website Staying In Shape?
- Internet Marketing Keywords
- Your New Marketing Person
Internet Marketing Blog Archives
- January 2007
- February 2007
- March 2007
- April 2007
- May 2007
- June 2007
- July 2007
- August 2007
- September 2007
- October 2007
- November 2007
- December 2007
- January 2008
- February 2008
- March 2008
- April 2008
- May 2008
- June 2008
- July 2008
- August 2008
- September 2008
- October 2008
- November 2008
- December 2008
