So far we have analyzed the business plan for Hudson Concrete and completed all the keyword research. If you recall, Hudson Concrete is based in New York City. They specialize in providing decorative concrete flooring solutions in the tri-state area. The bulk of their projects have been completed in Manhattan. They have an impressive portfolio with floor projects completed for many name brands like Martha Stewart and Calvin Klein. They have expanded into the concrete polishing market and are targeting large flooring projects like grocery stores, big box retailers and industrial buildings throughout the East Coast from Philadelphia to Boston.
Step 1- Keyword Research and Page Layout
We completed our keyword research including 4,000 relevant phrases. We broke the phrases down to basically 3 categories.
- Property Types
- Geographic Area
Each of the 3 categories were then broken down to numerous sub categories. Then we created a page listing all the sub categories and placed all the most relevant phrases we are going to optimize for each page. We are going to write 15 pages. At this point we have 1 page with all the sub categories, title tags and meta descriptions. Remember we should have less than 60 characters in our title tags. That required some maneuvering and thinking about how we’re going to write each page.
Step 2- Organizing Keywords and Creating Sub Topics For Each Page
It really helps to have 2 screens to work with. On my left screen I have my page with each page category, title tags and meta description. Then I copy each and paste it to the top of a word doc on my right screen. Since I have 15 categories, I’ll have 15 pages. For example I created a page about Concrete Polishing, another about Concrete Repair, one about Industrial Floors and so on.
I set up each page with my title tags and meta description at the top of each including my home page. My plan is to create 500 words or so on each page. To stay on task and make sure the content of the page follows the topic and educates the consumer, I broke each page down to 5 – sub categories. Sort of like a table of contents for the page.
Now instead of writing 500 words , I write 100 words on sub topics, 5 times. This makes it easier for a consumer to read. It makes it easier for me to write quality content. And finally, it makes it easy for me to control the use of keywords.
Step 3 – Writing Content- Building Site Content Brick by Brick
By breaking down content by categories, sub categories and sub, sub categories, I get an overall perspective of the sites content. We’re not writing brochure content. We’re writing content to appeal to the search engines so that we get found for lots of keywords. Then we’re writing to appeal to the consumer to convert to a sale. Breaking down categories this way enables us to create valuable educational content with easy navigation for both the consumer and the search engines.
When I write website or blog content I try to write like I’m explaining something in person. This process turns your website into a personal education. The result is a high number of consumer page views and lots of time spent on the site. This creates a relationship of trust with your potential customer. It converts to sales and puts your competition at a disadvantage.
Don’t just think, “why bother, I can just create a directory listing or purchase a pay per click ad”. If you don’t give your customer what they are looking for, they will leave your site faster than a blink. Your customers are searching for information, not just phone numbers. If they did we’d still be using the Yellow Pages.
Tomorrow, I’m going to be discussing links, how they work and the importance of them. I’m also going to try and complete 9 pages of content today. I’ll let you know how far I get.
Call Me – Interested in a website that produces sales? Call me at 1-203-762-1366.
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