getting creative with sers, on-page content, & consumer satisfaction

I recently moved back east to Philadelphia from Rocky-Mountain highhhhhhhh, Colorado.  A friend, Jake, owns a popular and profitable spa store in the Roaring Fork Valley of Colorado.

He was exceptionally nice to the ole Muse while I in the vicinity, taking me out on the Colorado River, getting me inebriated on craft beers and rather-preferred libations, and making me feel welcome in his native valley.  #respect

But discussing good times is highly unprofessional (straightens Windsor-knotted tie).  Let’s get down to creative business, the kind that lends itself to me.

While I celebrate and deeply appreciate recognition and discussion within the SEO space, I feel uncomfortable saying, “I’m an SEO.”  Don’t put me in a box.  I’ll find my way out.  Yes, I am a writer.  However, if you just see me that way, you’re using a speedboat as a rowboat.  #justsayin

At the recent BlueGlassx convention, I mentioned, “I’m a creative guy who likes to help businesses succeed.”  Perhaps not a traditional response or regard, but I’m not traditional.

I do hope such is celebrated by the larger business community, especially in the coming year.

On we go; shall we?

I leverage SEOmoz tools, facilitating creative business thought.  I threw Jake’s spa store up in Moz tools, giving him ideas in return for his kindness paid to me.  (I also accept cold, hard cash.)

Let’s do some creative spelunking, starting with a reasonable keyword.  Jake’s store is located in Carbondale, Colorado.  Let’s assume, “Carbondale, CO hottubs” is a coveted term.

In Google, I see something peculiar; yet, being in the industry for a bit, I’ll make an assumption, noticing how pages in the top-ten SERs are heavily weighted in domain but not page authority.  Methinks this is big business trying to take root in my friend’s backyard.

I don’t like that.  I like the little guy – always will.

My assumptions are correct.  Big-boy brands are approaching the small-town-targeted term.  Jake’s number-one for the term for now, but notice the competition.

I worked with a B2B site akin to Service Magic in my past, getting how that game is played; use brute force to get.all.the.city.listings.

I think in time this will be less of a pattern in SERs, yet Carbondale, CO is small.  The tub-supplier vertical is not heavily prominent there.  Jake’s is one of the few suppliers (physically present) in the valley.

Though the homepage ranks well, it’s not perfect.  Moz tools gives the homepage an “F” regarding on-page content for “Carbondale, CO hottubs.”

This is not good.  If I was in 10th-grade Algebra, I may not care about failing, but at  thirty-three-years wise, an on-page F is no bueno.

Let’s take a look at what Moz designates as critical, on-page issues regarding the chosen term.

Broad keyword use within the page as a document, as well as the page title in SERs, are issues.  In addition to addressing the page title, inserting related term cues, I have some ideas regarding page descriptions for CTR.

You’ll have to accrue cyber miles to land on those thoughts though…

I like using operators.  I do a quick “intitle:” search for “hot tubs” (higher-searched term)

and “hottubs,” eliciting authoritative pages G is currently serving up, letting Jake take a look at how some competitors are using broad terms in page titles.

Though aligned with pages of decent page/domain authority, the page titles are nothing special.

Maybe to help Jake consider some terms to tag along with his page title, I could use Ubbersuggest.  I’ll put in “hot tubs,” and then, making it a bit more relative to him, I’ll see what’s aligned with Denver (three-hour tour from Carbondale, and the drive is beautiful.  I recommend doing it with the top down.)

He can switch out Carbondale for Denver.  There are a number of ideas I have for Jake and business owners in similar situations, but I’d be a mad-marketing scientist to reveal all lightning storms up my sleeve.

However, if you do like what you’re reading (setting you up for self promotion), I am accepting your interest in return for mine.  Savvy?  But enough of that; it’s about you, readers.

Let’s get to the on-page situation.  Moz tools suggests the term, “Carbondale, CO hottubs” is not present (enough) on the homepage, encouraging higher relevance.

Jake’s store does well in accumulating foot traffic and area sales.  Adding more to the homepage may not be a necessity (maybe I’d suggest pictures, videos, and other content), but let’s do some creative thinking to get content ideas for our purposes here.

We could do the same type of search, but under the G blogs search tab.

However, don’t get too excited regarding this particular vertical.   Content on these pages may satisfy term-related and on-page requirements, but from one writer to another, the content on these pages is pretty shitty.

What would Muse do? #WWMD I would take more interest in…you know…humans, those who buy and use the products.

I notice another operator post on SEW this week (hat tip to Annie Cushing for tweeting it), finding this portion particularly interesting:

I want to see if words related to customer satisfaction are aligned with the product.  I’m going to do a wildcard search, using the G “discussion” option.

[love*hot tub]

I can elicit some “real person” topics of discussion. Yay humanity.

Again, I have several other ideas, but for sake of brevity and my return in hanging with the Musettes..

#hatethegamenottheMuse

…I suggest one other idea.  How about Yelp?  People use Yelp, discussing reception of products/services.

Let’s do this.

“hot tub” site:www.yelp.com

I’m big on steering client thought toward people, not engines.  What do people love/like/hate regarding leveraged tubs?

Get to reading, Jake.  There are tons of reviews to read through for branding, content, and customer-satisfaction ideas.

{  (sirens sound)

it is later in the eve, day of publish. i bring this addition in lower-case format.

you’ll notice “saunas” in the SERs a bunch due to the relation, but in Jake’s case, he’s not giving peddi’s and mani’s.  he’s selling hot tubs.  therefore, he’d additionally benefit, narrowing his search like so.

“hot tub” -saunas site:www.yelp.com

toy around and carry on as needed.  }

If he needs further help, he only has to send more Johnnie or Musettes..

(steps out of character)  In all seriousness, I love helping and getting creative.  You may now answer #whatwouldMusedo? (in part), but quid pro quo, cherished reader.

13 thoughts on “getting creative with sers, on-page content, & consumer satisfaction

  1. I guess I never thought that the Walmart Effect would trickle over into SEO (particularly link building), but it makes a ton of sense that it does and that it would. In the world of SERs, though, the small guy probably has a much better fighting chance. At least by my own (flawed and uninformed) reasoning.

    Wu-Tang Forever.

    • the small guys have a lot of opportunity coming up.. deep pockets doesn’t always beget creativity.. it will get harder to ‘streamline’ the SERs I believe, from both a robot and people perspective, in coming time. get creative, small business owners! if they don’t have the time or kind of mind, people are willing to help.

      “put the best work in” – cappadonna of wu

  2. I am noticing what is slowly turning into a trend… people who are aptly talented at something, dismissing this thing as a ‘I am not a [insert complimentary noun/verb].

    You. My friend. Are an SEO. (sorry)

  3. Hmm, so you’re saying you use SEOmoz tools, UberSuggest and Google Advanced Operators but you don’t want to be called an SEO? Might have to call BS on that one my friend :-)

    But in all seriousness, I think you’re getting at something really insightful here. The same tools that help someone become a better writer are the ones that help you become a better SEO: figure out what your audience wants and how they want it…and give it to them! Understand what you’re going up against and where your competitive advantage lies. Take advantage of things that other people aren’t doing and solve that problem for the users that aren’t getting what they need. Don’t just be different for the sake of being different…be different because your audience doesn’t need the same old crap again and is yearning for something they can really sink their teeth into.

    Cheers bud, subscribing so I get your posts via email has yet to disappoint!

    • i am always in a place to stand corrected by my readers, sir Brett.

      “The same tools that help someone become a better writer are the ones that help you become a better SEO: figure out what your audience wants and how they want it…and give it to them!”

      nice – love that.

      thanks for the support, Brett, and i dig how you call me out. i remember our Mozcon convo that last night; you called me on saying ‘i’m not competitive’..i need to listen to you more. Cheers, friend.

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