Special Edition
Do317 has been winning at organic search. Their YoY site traffic from organic search is up 113.05%, and they have 83 different pages on their site that have received >1,000 page views from organic search in the past year.
You may have seen our note in last week's email about Do317's Content Manager, Aaron Hanke, and his use of Moz to determine titles and permalinks for his pages. We asked him if he'd expand on his process for a very special version of the Weekly Highlights email -- and thankfully, he obliged!
Aaron's Tips For Building Permalinks
"Moz (formerly SEOMoz) is such a great little tool for finding keywords, but unless you plan on purchasing a Pro account ($99 - $599/mo), you only get 10 searches per month - so choose what you search for wisely!
Our general thought process for building SEO-Friendly URLs is as follows: if I were a normal person, what terms would I use to search for this event? For concerts specifically, I would most likely want to know ticket prices, the venue, and how I can purchase them. Luckily, Do317 listings cover all of these points!
With Willie Nelson specifically (an event page that recently grabbed 2,728 organic page views during the week of its announce), I entered the terms "willie nelson indianapolis" in the keyword explorer in Moz. This brings up the following screen:
Based on this data, we determined using the terms 'tickets' and 'indianapolis' were going to be super important. And they were! Now, when you type in "willie nelson indianapolis", we're sitting pretty on the front page. The only pages that are beating us are (naturally) the ticketmaster pages, and a local TV station WTHR. Both the event listing and the artist page are on the front page!
Important note - when it says “no data” in the monthly volume, this means that one of the words is not in Moz’s keyword database. Our best guess is that the word “indianapolis” is not in their database, which is why “no data” is showing up in the monthly volume column.
We've tried a variety of different formulas, including "artist-name-venue-name-indianapolis" and just "artist-name-indianapolis" and have found that the combo "artist-name-concert-tickets-indianapolis" works best.
The same train of thought goes for our content pieces - if you're a normal person trying to find growler specials in Indianapolis, what are the terms you'd search for on Google? Probably just "growler specials" or "growler deals near me", right? So we used the URL "indys-daily-growler-specials", coupled with some nice SEO copy at the beginning of the page. This has paid off, as we now sit in the number one spot on Google for growler specials in Indy.
There are a ton of other things you can do with this explorer. Since our Google Search Console hasn't been working, another thing I've been using this for is finding what terms people are using to find our exact page using the "exact page" function instead of "keyword". Once again, I don't use this super often because we're limited to ten searches per month, and I'd rather use this tool to find keywords to use for content we're building than to look back on content we've already built.
Moz offer some fantastic guides as well, such as the beginner's guide to SEO and the beginner's guide to social media. We had a mini book club for the latter a few months ago with our interns, and it was a great refresher on the basics.
So I guess the gist is, put yourself in a normal person's shoes, think about how they would find your content on Google, and build your URLs and first paragraph copy from that point of view, and you'll reap tons of benefits!"
A big thanks to Aaron for contributing this special guest update. Also, a big thanks to Stanton for working throughout this week to fix the Search Console issues that Aaron spoke of above. We should have every metro's Search Console back up and linked to their Google Analytics accounts by next week. Stay tuned!
Proposals Sent Last Week
We've been humming along! As always, please reach out to salessupport@dostuffmedia.com with any questions. Hats off to our sellers for drumming up these deals - and to Sales Support for cranking out these proposals:
iFly
Old Forester - derby like a local
WME Tour Support
Domino's Opportunities
WhiskyX Events
Lagunitas Beer Circus
Punch Bowl Social
Visit Bastrop
Morning Recovery
The Line Hotel
Up and up and up!
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