Digital Marketing

Digital Marketing

Find the latest information about Digital Marketing, Web Site design and development, Search Engine Marketing, and Social Media from Bob Peterson, a WSI Consultant in Edmond, Oklahoma.

Kimbel, Inc. Retains WSI to Expand Its Digital Marketing

Bob Peterson - Thursday, March 31, 2016


Kimbel manufactures exterior roller shutters for windows for residential as well as commercial applications. Their shutters come in a variety of colors to match any architectural design. Many homeowners install security roller shutters for windows from Kimbel.


Kimbel uses the same technology to build roller shutter doors. They are perfect for closing off large patio doors for the season or to protect interior rooms from direct sunlight.


The latest addition to Kimbel’s product line is roll-up screen doors. They are perfect for closing off patio areas, thus creating additional living space and protecting against mosquitoes, direct sunlight, and dust.


Kimbel also extended its product line to offer roller shutter garage doors. They are very popular in older buildings where space in the garage is precious. In such cases, roll-up garage doors are a better solution than standard overhead doors.


Kimbel products are also used in commercial applications, such as commercial roll-up doors. They offer industrial roll-up doors perfect for warehouses and shipping and receiving depots. They manufacture industrial roller shutter doors for stores, restaurants, and office fronts.


WSI had implemented a very successful PPC campaign for Kimbel that lasted almost one year. Based on the findings from the PPC campaign, WSI has now implemented an SEO strategy for Kimbel. Only one month after deploying the new website with SEO-optimized pages, Kimbel started to rank on the first and second pages in Google, Bing, and Yahoo for all ten initially identified keywords.

This post originally appeared on the WSI blog at




WSI Provides Technical Ecommerce SEO Consulting to The Bed King

Bob Peterson - Thursday, March 31, 2016



The Bed King is a well established bed retailer in South Africa, which sells an impressive range of beds, mattresses, pillows, sleeper couches, bunk beds and bedroom furniture. Over the years they’ve also built up an enviable reputation for incredible customer service right from the shop floor, all the way through to the delivery of the merchandise, and their website has more than enough testimonials from satisfied clients to prove it.


Our WSI team in Cape Town has been involved with The Bed King for a number of years now and we’re well into their 3rd generation website. We first helped them to move on from their original site, which although visually appealing, the site architecture and on-page SEO was so poor that there was no chance it was going to rank for the competitive phrases that drive massive traffic in this industry. Over the next 2 years we steadily moved The Bed King up to the top 3 positions for well over 50 key traffic generating phrases, including beds, mattresses, sleeper couches, bunk beds, simmons, restonic, serta and many more. The second website also helped Bed King to move forwards with their first implementation of an e-commerce site, maintained the search engine rankings seamlessly and started to get online sales moving.


Several years down the track it was time for the 3rd website, but this time the team at Bed King requested considerably more custom functionality and we agreed it was time to bring in a third party development team that specialises in custom development for ecommerce websites to facilitate the development of a range of tools that could help clients to choose a mattress online, otherwise known as “mattress wizards”. Sounds great… but website owners beware... this can be the start of a challenging road.


We have learnt that custom ecommerce platforms often introduce a number of technical ecommerce SEO challenges. You name it, this platform introduced it, mainly in the form of mass duplicate content as a result of pagination, search query pages, dynamic filter pages, product ordering pages, url re-writes in the htaccess file and much more. At some point, the site had over a million pages being indexed by Google, the bulk of which were serving up duplicate content, thanks to the above issues. Many a SEO company would have told their client to move on and find another platform… but not so at WSI. We dug deep, working with the third party development team to get to the bottom of it.


Since identifying the route cause, we’ve got the URL count back down to less than a 1000… one url for each content page and just one url for every product page - no matter how you access it… because well, that’s what is optimal for users and therefore what Google wants too. Trust us, it’s not the first time we’ve identified and worked to resolve these kinds of issues… and yes even the websites of some of the world’s top brands need to have these issues addressed. The upside however, is that once fixed, the jump up the ladder on search engine results pages are dramatic.


Originally posted on:



WSI Partners with HinderRUST™

Bob Peterson - Thursday, March 31, 2016

WSI, the world’s largest internet marketing company, announces it has partnered with Fluoramics Inc. makers of HinderRUST™ (, the worlds most advanced rust inhibitor and automotive undercoating product.


HinderRUST™ is the first scientifically formulated rust inhibitor with surface-active adsorption chemistry, preventing rust longer and more completely than any other rust preventer in the world. The Rust Stopping power of HinderRUST™ was developed by world-renowned lubricant chemist Franklin G. Reick, also the inventor of Tufoil, an engine oil lubrication additive that holds the Guinness Book record as the world’s most efficient lubricant.

What Sets HinderRUST™ Apart

Unlike most other rust inhibitors, HinderRUST™ is based on solid science and chemistry. As a surface active product, HinderRUST™ attacks existing corrosion and displaces moisture as it reaches deep into the smallest areas to penetrate the base metal, putting an end to rust and corrosion without needing to be reapplied every season.

Applications for HinderRUST™ include:

  • Industrial Machinery
  • Prevents rust during transit or storage of metal products
  • Maritime or shore side equipment
  • Auto and Truck undercoating
  • Household tools and equipment
  • Leisure Vehicle preservation and leisure Equipment
  • Special Formula for Guns and Firearm rust protection.

WSI Marketing Program for National Brand Development

WSI consulted on the design and development of the HinderRUST ecommerce website and designed a broad national marketing program, which is focused both consumer and corporate clients. The program is designed to build brand recognition and awareness for the rapidly growing product line. Target markets were identified and a fully custom marketing program and custom content were conceived. The WSI team then expertly weaved these new concepts into the visual and structural redesign of their existing website and all online brand properties.

Through its elite national branding program, WSI customized a content strategy for HinderRUST™ through on-page and off-page activities. Using our unique and proprietary techniques of Search Engine Optimization, WSI conducted an in-depth keyword study in order to better understand how customers will search for terms related to the brand. These key search terms were then mapped into a strategic hierarchy for the company website and a series of technical and content specifications. WSI’s National SEO Program will also produce quality blog, graphic, social media and video content to syndicate on external web properties including Tumblr, WordPress, and Weebly in addition to several other WSI exclusive media and content distribution hubs.

Contact WSI Today

For further details on WSI’s capabilities and strategies around SEO, SEM, Paid Search, and online marketing opportunities in general, please contact us for a free marketing analysis and consultation.

This blog was originally posted at




Digital Marketing Consulting combined with Naturopathic Medicine is a winning combination

Bob Peterson - Thursday, March 31, 2016


With the help of the marketing experts at WSI, Rockwood Natural Medicine Clinic has launched an online marketing and search engine optimization (SEO) campaign to boost its web presence. Rockwood Natural Medicine Clinic offers functional, integrative care for the whole family with a unique combination of alternative medicine in Scottsdale practiced alongside conventional medical care.


The Phoenix naturopathic doctors at Rockwood offer top-notch services with a focus on wellness and preventative care, their caring, highly-skilled staff addressing and eliminating the root cause of issues rather than simply managing symptoms. Rockwood Natural Medicine Clinic offers everything from routine lab work and wellness exams to homeopathy, acupuncture, and chelation, treating asthma and allergies, cardiology, systemic diseases, men’s and women’s health issues, pediatric and geriatric concerns, and more. Its proven treatment therapies and unique, interdisciplinary approach to naturopathic medicine are sure to get the attention of the Phoenix and Scottsdale web community.


To improve Rockwood’s digital marketing strategy and help introduce one of their new Scottsdale n aturopathic physicians, Dr Shawna Eischens, WSI began by performing a competitive analysis and keyword research to determine the best way to profitably generate leads. WSI then began the process of optimizing content around chosen keywords to increase Rockwood Natural Medicine Clinic’s presence on Google and other search engines, drive more leads through their website, and boost the naturopathic medicine practice’s clientele. WSI also added to Rockwood’s social media arsenal optimizing existing profiles including their Wordpress,Tumblr, Blogger, Weebly and individual naturopath blog.


WSI also improved and enhanced Rockwood Natural Medicine Clinic’s existing website, optimizing content to boost its ranking in online keyword searches using Search Engine Optimization (SEO) techniques, as well shared content to maximize Rockwood’s audience. In the three months since the start of the campaign, Rockwood Natural Medicine Clinic has experienced an increase in search traffic by 50 percent year over year! That number is only expected to rise as WSI’s new marketing efforts broaden its consumer base.


Ready to build your reputation on the web the right way? Contact WSI, the world leader in internet marketing and web development and design, today.


This blog was originally posted on


Austin Area HVAC Company Continues SEO Program with WSI

Bob Peterson - Wednesday, March 30, 2016

WSI, the world’s largest Internet marketing company, announces it has renewed its partnership with Comfort Control in Dripping Springs, Texas. Comfort Controlis one of the Austin area's leading HVAC and Electrical Contractor companies serving both residential and commercial customers with high quality HVAC repair and electrical services.

As a means of increasing their new lead flow, Comfort Control engaged WSI to optimize their web site for 5 primary keywords. WSI redesigned and launched a new website for that was Responsive (mobile friendly), and included a local SEO strategy to improve their site visibility and overall web presence in their local market.

After completing keyword research and setting up optimized pages on the site, WSI began syndicating high quality content, driving links to the site via company specific blogs at WordPress,Blogger,Tumblr, and Weebly. This resulted in a substantial increase in traffic for customers looking for:


Air conditioning installation

Heating system repair

Residential Electricians

Commercial Electricians


We continue to expect Comfort Control to have a steady flow of new leads from searchers looking for a top-notch HVAC service company.


About WSI

WSI is one of the world’s largest digital marketing agencies and a leader in internet marketing, local SEO, national SEO, Paid Search and Social Media Marketing. With over 1,000 offices in 82 countries around the globe, WSI has helped many companies develop and implement comprehensive digital marketing strategies. Contact WSI today to discuss your goals, and get an analysis of your current online marketing activities.


This post originally appeared on the WSI blog:



Achieving Excellence in eCommerce - New WSI Video

Bob Peterson - Tuesday, March 22, 2016

Online eCommerce is expanding at 7 times the rate of offline retail growth.

Adopt an effective eCommerce strategy to:
… expand your marketing reach
… grow your customer base

5 Key Points of Focus:

1. Put the right platform in place
2. Know your audience
3. Optimize for conversion
4. Offer an outstanding customer experience
5. Listen, learn, and improve

Watch the video



Adaptable Digital Marketing Wins New Business

Bob Peterson - Saturday, December 19, 2015

Adaptable_digital_marketingThe world of digital marketing moves quickly and you need to move with it. That’s not to say you have to embrace and introduce every new thing that comes over the horizon, but you do need to be aware of what’s there and whether it could be of benefit. Your ability to adapt to new challenges, circumstances and technologies is key to increasing your customer base and improving brand loyalty. Here are four essential steps to make sure your digital marketing strategy is ready to make the most of new and expanding online opportunities.

1. Be Ready with Responsive Web Design Time spent browsing on smartphones, tablets and game consoles continues to rise. If you want to keep up with your mobile customers your website must be fully responsive and able to adapt to any screen size. You need to get your message out with maximum clarity whatever device your potential customer is using. An unresponsive website is likely to give a poor user experience and ultimately will result in lost revenue.

2. Prepare for Success with a Social CRMMany businesses are now wise to the impact that social media can have on their marketing efforts. Social CRM systems help you manage your social media far more efficiently. In addition to managing your posts and updates across multiple platforms, they enable social listening; real time listening to what people are saying about you and your brand, or even your competitors. This will allow you to adapt your marketing and advertising strategy based on what those people are saying.


3. Become an Adaptive Content MarketerAs well as giving helpful information, your content is your way of showcasing your expertise, so your website should include an engaging blog. Regular, relevant content is essential for engaging your audience. A blog will enable you to use your valuable insights into customer behaviour to publish regular content which will engage your audience across the appropriate social platforms.

4. Review and Improve Using Data and Analytics Digital marketing is the most measurable form of marketing. Regular reviews of the analytics data from your web properties will allow you to identify challenges, shortcomings or potential areas of growth. Eliminate the need for guesswork and identify what methods are working well and what needs improvement. Use the data to inform your marketing decisions and decide on the next steps. There are a myriad of tools out there that can help with your digital marketing efforts. Some have both free and paid versions, like Hootsuite. Others are solely paid for services. There will be something to suit every budget, you just need to find the one that fits and is right for your business. These tools can help provide the direction you need to adapt and improve your online marketing, allowing you to win new clients, and increase repeat business.

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Grow With Digital | Paid Search Expert Advice

Bob Peterson - Saturday, December 19, 2015
Grow With Digital Paid Search PPC We recently interviewed Jack Porter-Smith of WSI Paid Search, a PPC expert and Google Top Ten Contributor as part of our 'Grow With Digital' series. Here are a few of the insights that came out of the interview. Paid Search is so much more than traditional text ads. Pay Per Click (PPC) encompasses Retargeting, Display Marketing, eCommerce/Google Shopping and Social Display Marketing.   At our recent Digital Summit Jack was asked about "what's the Slam Dunk for eCommerce Companies?"

Each of the above Paid Search techniques come with their own advantages and their own pain points. It's important to understand these before you launch into trying to use them. Google is very good at getting you to spend money. It's very easy to spend a lot of money and not get the kind of results you want, this is because although it's easy to start placing ads it's entirely another thing to run ads providing the best ROI possible. The first thing you must consider is what you are doing at the strategic level. It can be tempting to dive in at the deep end and start playing around with all of the functions of the various ad platforms available to you. Getting involved with the Tactical before you think about the Strategic is a sure fire way to cause yourself long term problems. Assuming you're already running PPC campaigns the first thing you have to ask yourself is if you're having success with them? If you can't answer that question easily then you have fallen into one of the most common pitfalls of PPC campaigns. Without proper measurement, tracking and proving of ROI how can you know what is working and what isn't? There are dozens of metrics you should be tracking when it comes to your Paid Search efforts, from Cost Per Click through to On-Site Interaction. Once you find out what is working, do more of it!

Retargeting is an area of Display Advertising that has been growing rapidly from 2009 through to today. A Retargeted Ad is especially useful because it only displays to a customer that has previously shown an interest in your product or service. The technology behind Retargeting is getting smarter every day with 'smart' options being the norm as opposed to single static ads that just follow users around the web. Assuming a good conversion rate of 10% of the people that click your original ad, that means the other 90% of the potential customers haven't purchased your product. For a fraction of the price of the original ad you can now target ads at this qualified customer and gouge into that 90% and hopefully convert a good deal more customers over time. Very few customers will commit to a purchase on their first visit to a site. Retargeting allows a second, third and fourth bite at the cherry.

With all this in mind I asked Jack why so many people seem to have trouble with their PPC and are reluctant to engage with the full variety of Paid Search options that are on offer. It turns out the wealth of information, feedback and options is overwhelming for most. It's possible to manage it all yourself, but not without devoting nearly all of your time to it. Even then chances are you're not going to be able to do it as well as someone who does it for a living. Jack made an interesting analogy. Suppose you have to travel 1000 miles and at the end of that 1000 miles there is some kind of reward. The only vehicle available to you is a helicopter and you don't know how to fly it, but there is a pilot there who does. He says he'll fly you the 1000 miles in a day and he'll only ask 20% of the reward. You could try to walk the 1000 miles, but that would take weeks, you might get the whole reward but who knows what might happen on the way? Is the reward even worth weeks of walking? If you try to fly the helicopter yourself it's doubtful you'll even get it off the ground and when you do there's a good chance you'll crash! Many people object to management fee's when it comes to outsourcing their Paid Search activity. The fact is that if you take 20% of your budget and use it to have the remaining 80% properly managed by professionals you will get far better returns than if you plowed all 100% of your budget into ads yourself.

Professionals like Jack dedicate all their time to Paid Search, they know every piece of software to use, how to test and what new innovations are game changers and what new innovations are going to fail. PPC can be done in-house but it takes a long time to get results if you're trying to learn along the way. PPC should be giving you instant results, if it's not it means you're using the tool in the wrong way. Whilst you can let people in the office slowly build your SEO and create your new content these are long term strategies. If SEO is your marathon then PPC is the sprint, stumbling through a sprint is not advised!



Google Shopping - Boost Your eCommerce Performance

Bob Peterson - Saturday, December 19, 2015

Google Shopping ecommerce

Google Shopping has been around for a couple of years now but there are still a lot of people that aren't using it. With the phasing in of the 'Google Buy' button you stand to lose a lot of business if you're not using Google Shopping.

Google Shopping listings feature above or beside the top Paid Text Ads. In a Google Shopping Listing you'll find a picture, title of the product, webpage and price. That's most of the key information a customer needs to start making a decision. An Ad with a picture is always going to draw more attention than one that only has text. On many pages with Google Shopping listings you won't find any organic content above the fold.

Google Shopping ecommerce

The most common reason we've heard for people not setting up Google Shopping once they've heard of it is the intimidating set up process. Google have set strict guidelines for putting your catalogue into your Google Shopping Feed. Google also hold very high standards when it comes to the truthfulness and relevance of your ads. Once you're set up it's a very intuitive platform that offers a lot of powerful tools to help manage your ecommerce. Google Shopping ads follow a lot of similar best practices as normal Adwords. The tried and true rules of being honest in your ad, using the right wording etc. Having your Ad title optimized is just as important as ever. You only get 150 characters so make sure to only put in the information a customer cares about. Don't waste characters on a brand name or model number if it's not important. A big tip for Google Shopping is to keep testing what works. Even more important than in text based PPC are variables such as time, location and demographic targeted.

Google Shopping differs from Search Ads when it comes to keywords. Everything in your Google Shopping Feed is automatically eligible to be found by a search, adding normal keywords will not increase your likelihood to be found. However negative keywords are key in your Google Shopping campaign. Use these to find and discount inefficient searches. It can be tempting to take a glossy stock image of your product and use it in your add. This is not always a good idea. Often for any single search Google Shopping will show 4 or 5 results using the same stock image. It can become difficult to differentiate yourself from the crowd. High quality images are essential so strike a balance between sometimes using the best possible image and sometimes using a unique one.

A great feature of Google Shopping is the ability to set priority levels across campaigns. Put best-selling, seasonal or overstocked products in a high priority campaign to ensure they receive maximum exposure. Google has also been working on third party Mobile-App integration. This means that products from Amazon, Ebay and other such large retailers can show in Google Shopping results and link into their app directly from the result. As ever, having a Mobile Responsive website is important. A great Google Shopping listing and Product can all be undone by a site that isn't easily navigated on a Smartphone or Tablet. Google Shopping allows many retailers to achieve a better Cost-Per-Conversion than traditional text based Paid Search Ads. It's especially useful if you have a somewhat unique product, or a product you feel can really make an impact when it's seen. If you're already using PPC to try and sell a product then it's almost certainly worth your time to at least investigate Google Shopping.

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Benefits Of Paid Search Ads For Business

Bob Peterson - Saturday, December 19, 2015
Paid Search Advertising Benefits PPC Paid Search Advertising can bring many benefits to your business. Paid Search leads into various other areas of Paid Advertising such as Remarketing and Display Advertising, but is most commonly associated with Pay Per Click (PPC.) At it's core Paid Search Advertising benefits your business because it allows you to get to get to the top of the front page of Google. Being first on the Search Engine Results Page (SERP) means more people will see your ad and are far more likely to click on it. Paid Search works well because it can instantly have you at the top of the SERPs whereas using SEO it might take you months, it might even be impossible depending on your keywords.

1. You Choose What Is Found

With SEO you can try to ensure the content you want found is found but often you'll find yourself ranking for keyword phrases you hadn't even thought of. With Paid Search you have total control of the Ad Copy, this means the title and meta-description of the ad will have been handcrafted by you. It also means you know exactly where you are directing anyone who clicks on that ad. This allows you a great deal of control over the process. You create the perfect ad through practice, the one that brings you sales. It's always trial and error but as you research over time you can craft the perfect ads that draw in quality customers. Here are some simple rules to follow for your Paid Search Ad
  • A title that is 50 characters or less
  • Tell the customer what value the product brings rather than what it is
  • Use actioned oriented language 'See Why!' 'Download Now!' 'Free Trial'
  • Entice the customer, but never misrepresent what they'll find on the next page

2. They Don't Click, You Don't Pay!

The key is in the name of Pay Per Click. Your add could feature thousands of times but if it's not clicked you won't be paying a penny. There are some caveats to this, obviously you have to bid for your ad space, so when it is clicked you will have to pay so never bid if you can't afford it. What this does mean is that you can carefully target your ads. Unlike with SEO efforts, where you want to generate as much traffic as possible you should view your Paid Search ads a qualification stage. Put in as much relevant information as possible to the ad and entice the customer in to your website. Even if they decide not to click your ad, chances are they've noticed your company name and website; impressions over a long period help build brand authority and recognition. Maybe you're not their company of choice today but if they recognise your name in future you're more likely to be.

3. Incredible Ability To Target

Using Paid Search you can target very specific groups of people on a wide variety of factors. One of the most common is geographic location. After all, if you're a Bristol Taxi firm you don't want people from Bristol , Massachusetts clicking on your ads! You can also target on factors such as time of day or include and exclude certain search terms. By managing your bid you can also decide where you display in the search results. Different demographics pick different results. Sometimes it's best to appear top of the page, but this is almost always the most expensive spot to be. Research has indicated many times the best place to be both pyschologically for the customer and financially for the advertiser is 3rd place in the paid listings on a Google or Yahoo search results page.

4. Perfectly Crafted Landing Pages

To get the most out of a Paid Search campaign you should have a whole workflow, from the ad, onto a specifically crafted Landing Page and then prompts to push the customer further into your website. Sometimes that's viewing more products, sometimes it's reading more articles and sometimes it's subscribing to a newsletter. What is great about Paid Search is you have control of that whole process and you can test, rework and refine it until you're seeing the best results possible. The key to the perfect landing page for a Paid Search ad is that is reflects exactly what the customer expected when they clicked on the ad. It's tempting to take a customer to your wonderfully designed homepage or your bestselling product but this is bad practice. If a customer doesn't see what they came looking for within 7 seconds then the majority of them will navigate away from your site. Not only have you lost a potential customer but now they have a bad impression of your brand!

5. Superb For Testing...Everything!

The immediate nature of Paid Search benefits constant testing. Your ads will always be giving you easily measured feedback whether through Google Adwords or other tracking software. You will have a whole host of metrics to play with and you should use them to be constantly improving all aspects of your campaigns. SEO and Social Media give you lots of things to measure and tweak, but nothing gives you such a wealth of information so quickly as Paid Search Advertising. It's the perfect platform for A/B testing. Try out different landing pages, Calls To Action and Ad Copy constantly. Little tweaks are the difference between a functioning campaign and a great campaign. What you learn from your Paid Search research can then be translated into your SEO and Social Media campaigns. Trialing new keywords is one of the most common uses of Paid Search testing because it's a waste of time spending 3 months organically ranking for a keyword phrase that brings in no business when you could have simply paid for an ad and trialed it for a week or two. Paid Search Advertising brings lots of benefits to a business, but it is just one tool of Digital Marketing and Paid Search alone is rarely a good choice,. When used with Content Marketing and Social Media Marketing the three become the backbone of any Digital Marketing effort.


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