Greg used to run Search Simplicity, a website dedicated to SEO and other online marketing topics. This is a repost from a guest post he added to his site back in the early Fall of 2014.
Stock Trading Lessons Applied To Local SEO Search Phrases
The author’s views below are entirely his or her own and do not reflect the views of Search Simplicity
Can Stock Trading be Applied To Local SEO?
In the world of trading financial instruments, such as stocks, many market participants like to time their entries and exits using charts.
A common phrase used to describe the advanced study of using charts in the financial markets is called “technical analysis“.
The big question is, “What does that have to do with local search engine optimization?!?”
With the underlying assumption (presupposition) that most local businesses don’t care much about “branding”, and instead just care only about new leads/prospects/phone calls/walk-ins and e-mails, a basic principle from stock trading technical analysis can help you get those new leads and phone calls rather quickly from the search engines.
This principle goes to the core of what SEO was founded upon: keyword phrases.
In stock trading technical analysis, there is a principle called “Multiple Time Frame Analysis“.
Multiple Time Frame Analysis means nothing more than looking at a particular stock symbol or index (like the S&P 500) on charts, representing different time frames.
Doing so allows the market participant an opportunity to develop at least one (or more) competitive edge, in order to profit. The typical “time frames” for any stock or index are as follows:
- Yearly charts – where every bar (or “candle” on some stock charts) represents the high/low/open/close price for an entire calendar year
- Monthly charts – where each bar/candle represents one month’s data of the four price points (high/low/open/close)
- Weekly charts
- Daily charts
- Intra-day charts (these could vary from 1 minute charts to hourly charts)
You are welcome to look at some of the various stock trading websites and stock charting software packages to get more familiar with these types of chart representations.
Remember that you are looking at the same stock (or index) at the same point in time, just represented in different time frames; and each may give you reason to buy, sell, initiate a “short” position (attempting to make money when a stock drops in value), or be “flat” (not have any position).
The lessons from the principle of multiple time frame analysis can be applied by anyone into Search Engine Optimization (SEO), including local SEO.
For the remaining of this article, let’s use the example of a competitive market, something similar to; Real Estate Broker in Lexington Kentucky (a major city) – (called “CITY” for the rest of the article) or very large suburb.
We can determine if, nationally, there is demand in the search engines for specific phrases related to any particular industry.
We then can assume that a certain %percentage% of people in the local metropolitan market will use the same keyword phrases to look for similar phrases, but at the local level.
Here is how the stock trading time frame charts principle could be applied in a similar manner:
1) YEARLY CHART = the major keyword which would be “Realtor CITY“.
All participants (the Realtors themselves and the clients they help find new homes, plus independent lead-generation companies) are aiming for this keyword.
It’s going to be highly competitive and, even if you reach the first page in (Google) the organic search results, you could possibly drop very quickly, depending on how solid your rankings are and well they’ve been optimized.
Nonetheless, by ranking on page number one, you’ll likely be generating LOTS of highly targeted leads, in a relatively short time frame.
Assuming that the Real Estate Broker has decent search engine visibility, a professional attitude, and does a great job in customer service then he/she may expect a certain percentage of the new customers to become repeat customers.
Follow-up methods such as email marketing, social media marketing, or other methods to keep the Real Estate Brokers name on the minds of (clients) home buyers, could generate repeat business or even a snowball of consistent, referral business.
This is just one very small perk of being in the top spots of Google!
2) MONTHLY CHART = a modification of the word “Real Estate Broker“.
This could be “24 hour Real Estate Broker CITY”, “local Real Estate Agent CITY”, “licensed Real Estate Agent CITY” or any other similarly targeted search phrase , which has lots of demand (according to the Google Keyword Tool/Planner or other search engine keyword demand estimator).
You won’t have as much demand for this keyword at the local level, but the conversion rate (if you rank near the top) is very high.
Most people wouldn’t type in “24 hour Real Estate Broker CITY” or “licensed Real Estate Broker CITY” unless they have a specific reason for doing so.
The odds of the Realtors website (or other web property like YouTube video, Facebook page, Google Plus page, Yelp listing, etc.) generating conversions, are pretty good here.
Going after business-to-business (B2B) phrases works here as well such as “Real Estate Agent CITY”.
3) WEEKLY CHART = a sub-niche of the industry which has lots of demand nationally.
For example lots of people go to the search engines to type in phrases related to certain aspects of Real Estate, like “home buyers”, “luxury homes” or “houses for sale”.
While there LIKELY will be (not necessarily) less demand for “buy cheap house CITY” than “Realtor CITY”, the person searching likely will convert into a phone call or e-mail.
It is then up to the person answering the call or e-mail to make the prospective customer feel enough reassurance and confidence to use the Real Estate company.
The niche (industry) you’re involved in doesn’t matter.
4) DAILY CHART = low-demand, high-margin aspects of the industry. In the plumbing industry, certain plumbers are licensed and experienced with high-margin needs such as foundation plumbing testing or backflow prevention.
There likely won’t be much demand for “foundation plumbing test CITY”, but the competition against that keyword likely won’t be very high.
The margins on what that phone call could generate a pretty impressive (!), so it might be worth doing some basic Local SEO for keyword phrases like these.
5) INTRA-DAY CHART = esoteric aspects where there is some demand and/or modifying a keyword with a brand name. For example, in the plumbing world some customers want a plumber who specializes in a particular brand of water heater.
They actually may type in “BRAND water heater repair CITY” or a similar phrase.
There isn’t much demand for these phrases, but they do have high “buyer intent”.
For the “Daily Chart” and “Intra-day Chart” type of keywords, you likely won’t need too many inbound, high-authority/quality links to get respectable rankings.
In these cases, make sure that the words are visible to the search engines (e.g. readable text and not just words in an image file) and take care of your basic on-page SEO efforts.
Place the new content on a new page or an existing page that can be accessed through the sitemap and navigation menu, or at least through properly-structured internal page linking.
Continue to earn quality links to your website’s home page and main inner pages, like Greg recommends.
You then will want a few social mentions of the page(s) with the new content such as the brand names and/or high-margin sub-niches.
Mix up Google Plus, a Facebook share, at least 1-2 Tweets for the URL and a few others like: Pinterest, Stumbleupon, Delicious, Reddit (if appropriate for your industry), etc.
If the sub-niche is a new service (or product) being offered by your company then you may consider an online press release as it would be justified at that point.
For the “Weekly Chart” type of keywords, you will need some quality links. If you have an official business address, citations always will be great to have as long as they are on high-authority web properties.
Some quality Web 2.0 properties, with unique content and relevant images and/or videos, should be a solid play. You also can get links from a quality private blog network.
Yes, a REAL private blog network like Greg recommends… not one advertising itself for everyone in the world to join!
For the “Monthly Chart” and “Yearly Chart” major keywords, you will likely need a combination of really good on-page SEO optimization, high quality local citations, high quality links, a strong social media presence and social sharing signals, mentions on local websites (e.g. the local chamber of commerce directory and the BBB) and some properly-constructed tiered link building. Greg’s suggestions for tiered linking in 2014 (and into 2015) should be sound for you to pursue.
When it comes to these high-competition phrases, you can consider it a “win” if one of your other web properties ranks as long as it has a link to your website and your phone number.
For example, if one of your YouTube videos or your Yelp page ranks # 1 for “plumber CITY” then consider it a win even if it is not your own website ranking. Use some of the profits generated from the new customers to purchase more authority links and create some terrific unique content.
You also could purchase relevant websites or expired domains that have a clean backlink history AND search engine authority (Moz Domain Authority, Majestic Trust Flow, AHREFS Domain Rank, etc.).
Then convert those into value-added websites/blogs with links pointing back to your website, YouTube videos, Facebook page, chamber of commerce directory listings, etc.
Be sure to mix up the link text (called “anchor text”) using each grammatical version of the keyword no more than once or twice. Also include lots quality links that have as the text:
- your business name
- relevant brand names (e.g. BRAND water heater repair CITY)
- generic text (e.g. “click here” or “visit this page”)
- URL (e.g. “http://www.YOURWEBSITE.com”)
Please note that you are NOT subject to a fixed number of five different types of keywords like the stock chart time frames (i.e. yearly, monthly, weekly, daily, intraday).
The big picture is to understand the core principle. All it means is that you are not mandated to go after only 1-2 major keywords.
Since a local SEO effort is designed, first and foremost to keep the company’s phone ringing each month, be sure to get inside the mind of the customer.
Use the multiple time frame/stock chart principle as a shortcut to help make the phone ring by addressing the main reason someone looks up a local business category in the search engines in the first place: the prospective customer has a problem and is looking for a business to provide a solution.
Keeping that in mind, take some time to understand (and quantify if possible!) the types of problems that encourage someone to go the search engines in the first place.
By addressing those problems/solutions on your website and other web properties, AND by “playing nice” with the search engines by not over-optimizing or spamming your website, you will be one of the few companies in your metropolitan area to take legitimate steps toward letting the search engines help make your phone ring with new customers or clients.
If you would like more information on this topic then you are welcome to contact me with your questions.
The “multiple time frame” core principle will be the same, but the actual process may vary depending on the type of new local customer or client you are seeking.