Case Study for Web Proliferation | August 2011

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austinadagency

by: Ernest Corder

Web Proliferation is making sure internet searchers find you on the web, wherever it might be that they find you: on your web site, micro-sites, news articles, blog posts, paid and unpaid directories, social media outlets, or through pay-per-click ads. The important point is that people actually find you, right? Search engine optimization is a broad term, kind of like the word “marketing.” Web proliferation is a part of search engine optimization, just like “advertising” is a part of marketing.

We’ve written before about the web proliferation strategy of using alternate URLs to create landing pages or micro-sites with strong, searchable URL’s, and built to target a very specific set of search terms. This newsletter is a case study of a landing page we created for our agency using the principles of web proliferation, built on the URL austinadvertisingagency.com. We own a number of strong URL’s, most of which we have not built sites for (stay tuned for more on that). For this site, we focused on one factor of our business – our clientele that includes a large number of Austin “iconic” businesses. We’ve been around a long time and have grown with many of these local companies. We know the Austin market and its people, and have had great success promoting some of the most popular businesses in the area. This gave us a great angle for promoting ourselves as an “Austin Advertising Agency.”

Regarding re-directing URL’s --- we’ve owned austinadvertisingagency.com for a long time and it has been re-directed to our web site, but all a re-direct does is (1) keeps another agency from owning the name (2) brings anyone that actually types that specific URL to our site. Not much value with either of these reasons, so we recommend creating very specific micro-sites or landing pages to promote a specific facet of your company. Here are some made-up examples:

• You’re a medical research company that conducts studies in Houston and San Antonio. Your studies vary from Diabetes to Acne. So, buy some very specific URL’s (i.e. houstonacneresearch.com – it’s available) and create a one-page web site all about acne studies in Houston, why people come to you, your experience in Houston with acne studies, results for participants in acne studies, etc. Include Houston Acne Studies in your title, your H1 tag, your text, and your descriptor. Your URL is already perfect for the search term. Regardless of how big this site is or how long it has been up, it will likely be seen as very relevant to Google.

• You’re an Italian restaurant in Austin. You’ve already got a great main site, but its hard to show up when someone searches “Italian food Austin.” Solution: purchase www.italianfoodaustin.com. It’s available. It only costs about $10. Create a micro-site all about how Austin loves Italian food, the types of items people order, the history of Italian food in Austin, and all about your great restaurant in Austin that serves Italian food. Title it, H1 it, describe it, and you should be showing up well on search engines.

 

Lets break down our search engine optimization strategy of web proliferation through alternate URL’s using the austinadvertisingagency.com landing page as an example:

 

The URL: AustinAdvertisingAgency.com

It is easy enough to understand that one of the most important things in search is your URL. If someone is looking for an advertising agency in Austin, they will likely use those three words.

 

The Pages Title, Heading and Meta Info

Our page title is long-form, but it repeats the URL, alternate phrases someone might be searching for, and a few other key terms also found on the site. This information is carried over to our heading (H1) “Our Austin Story – Austin Advertising Agency Redroc.” This information is again repeated in our descriptor and keywords in the meta data. The relationship of these key items with the text, content and links on your site is of paramount importance to Google and other search engines.

 

The Content, But Not Too Much Content

You just don’t have a lot of room on a splash page, so make the most of it. With this site, we give the reader a taste of what we have to offer, and we connect ourselves with the city of Austin and other Austin business leaders. But we only provide a taste. The site includes five sections:

  1. Main body copy including a list of clients. This information directly relates to our page’s theme. It also includes the key terms found in the URL, H1 and page title.
  2. A short list of our services.
  3. A taste of an Austin success story (note we do lots of “success stories” on our main web site) with links to the main site for more information.
  4. A quick mention of our “Latest News” that will always feature an Austin business.
  5. A sampling of our creative work focusing on our Austin accounts. All examples link to more information.

 

Content Management System

The site, even though just one page, was developed using a content management system. This allows us to easily make changes or additions to text, add or change work examples, update our latest news, and keep it fresh with new background images. Google likes this. So do repeat visitors.

 

The Site’s Goal

Our goal is to have prospects contact us for a free initial consultation. We create a call to action with “Contact Us” buttons and text links throughout the page. We also direct readers to our main site, our work and our blog for more in-depth information on the various topics mentioned on the landing page. 

This site will work by showing up well in organic searches and speaking to local businesses in a way they will appreciate. This site only targets local Central Texas businesses, as a prospect from New York is unlikely to search for “Austin Advertising Agency.” That’s ok. We’ll build other sites for them.

 

Conclusions

We hope this newsletter provides a blueprint on how to create a successful landing page and build your web proliferation strategy. Why do we give all this info away? Its easy to understand the concept, but still hard to write it, make it look great, build a user interface that works, develop it, launch it, promote it, and make it work. We hope you’ll contact us to help you with your web proliferation plans.

 

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