Frank Blake President and CEO of Home Depot
Mr. Niblock I am very familiar with your stores since I have worked on just about every different segment of home construction and home improvement. From 1987 to 2001, in Twin Falls Idaho, I not only remodeled the three homes that I owned but also did home remodeling on the side while working for the Post Office from 1987 to 1990 and self employed from there to 2001. This all culminated into my purchase and converting a 40,000 square foot building into a restaurant and rental hall facility. For a short period of time my supplier was Home Depot; before that I was limited to lumber yards and such.
This website is here for two reasons: 1) for you to see how powerful local and regionally optimized websites are and 2) this website is optimized for your name and is only their for you, or someone else searching your name, to find it in a Search Engine. And now with the launching of Google Instant you cannot afford to not listen since my strategy is perfectly aligned to dominate it. As I do not want to be obtrusive I will pull the site down once you contact me.
Search Engine Optimization - Organic - Versus Pay Per Click Who Wins?
Search Engine Optmization, or Organic, does by a Mile
Loco For Local Searching
The searching habits of consumers using the internet to find businesses is moving from a national search to a regionally or locally for businesses. This, I believe, can be attributed to the Yellow Pages and their years of conditioning consumers on how to search for businesses on the local level. To demonstrate this search "fiberglass pools San Angelo", which is in Texas, you will see a locally optimized site and a nationally optimized site which both were created and managed by me. When I started this strategy in July 2007 72% of internet searchers would hit on the nationally optimized site but now 67% hit on the regional site.
Currently this strategy is receiving 75% of the internet traffic from regionally optimized websites and is delivering 67% of the leads. By the years end it will see approximately 10 million page views from some 2.5 million visitors. Even during severe economic times for the pool industry it has produced over 11,000 leads a year since 2008.
Current statistics show that consumer are searching for businesses in a 10 to 20 mile range on the internet. This searching is growing exponentially because in 2009 there were 1 billion local searchs, this year there will be 1.5 billion local searchs, and it is predicted that 2011 will have 2.3 billion and 2012 3.45 billion.
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To put this in perspective 80% of searchers consult the internet before making a purchase.
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Just taking some of your services listed on Home Depots website plus San Antonio as an example you can see the potential for a regionally optimized website, or sites, to cover the Keywords.
| Search Term | Monthly Searches |
| exterior doors San Antonio | 140 |
| custom doors San Antonio | 170 |
| fencing San Antonio | 1,600 |
| fences San Antonio | 4,400 |
| garage doors San Antonio | 1,600 |
| garage door openers San Antonio | 390 |
| gutters San Antonio | 880 |
| rain gutters San Antonio | 140 |
| roofing contractor San Antonio | 320 |
| roofing contractors San Antonio | 480 |
| metal roofing San Antonio | 480 |
| roofers San Antonio | 590 |
| replacement windows San Antonio | 720 |
| San Antonio Siding | 1,000 |
| kitchen cabinets San Antonio | 590 |
| cabinets San Antonio | 2400 |
| Total | 15,900 |
You can compare this to the two primary search terms, fiberglass pools and swimming pools San Antonio, fiberglass pool manufacturers are interested in only get searched 2880 searches each month. In your terms the portion of services on your website that I selected are searched 5.7 times more on the internet than for a fiberglass pool. For your market you can reasonbly expect 42,757,687 page views for a locally optimized strategy. To carry this further, by taking approximately 7,500 leads the locally optimized websites will develop for the pool industry, you can extrapolate that is would also produce 5.7 times more leads, or 42,750 nationwide. I, however, beleive that you can expect many times more since there are some differences in the small home repairs and Pool market.
Page Views
From Alexa.com your website has an amazing rank, 593 world wide and 129 in the US, that indicates you have some top notch people working on it especially with only 12,106 external links. The local strategy certainly would not be able to match what you already have but consider a small business network that purchases all their supplies for you for the leads you deliver to them. Additionally I also have the skill set to database these leads and manage, online, how the leads are taken care of by the local contractor. Plus these leads can be delivered to them while the consumer is still on the website enabling your contractor to be first to talk with them so to speak. After researching this I am going to create the website for Robert Niblock CEO of Lowes.
Short Lived
I have had individuals say this type of strategy violates the rules of Search Engines. However I do not believe it does since I have been using it successfully for almost a decade and have yet to see one of my websites penalized because of it. When you locally optimize a website you are not trying to scam the large searches but are just advertising, like a billboard would, along travelled roadways searchers travel.
July 4, 2011
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