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.

Is Your Web Site Mobile Friendly? It's Becoming Essential...

Bob Peterson - Tuesday, February 24, 2015

Google is identifying web sites that are not mobile friendly. This can (and will) effect your search rankings.

From the ReachLocal blog:

In the past, you may have received visits to your non-mobile website from consumers who were using Google to search for your products or services on their mobile devices.

But now, not having a mobile website can drastically affect how many people visit it from the search results, for a variety of reasons.

Click HERE to learn more.

A good article that gives you a way to test your web site using Google's tools.

 

Pest Control Company in San Antonio hired WSI for website Redesign and SEO

Bob Peterson - Wednesday, February 18, 2015

Family Pest Control selected WSI to update their brand image and redesign their website using the latest in technology. WSI recommended a responsive website design which leverages the latest technology to automatically adapt to the visitors device, whether it is a smartphone, tablet or desktop.  WSI also providing adaptive SEO services for Family Pest control website.

Family Pest Control is the San Antonio’s premier pest control service provider for over 30 years. From rodent and wildlife removal to mosquito, bed bug and termite control, San Antonio’s Family Pest Control is familiar with the all the common insect and pest infestations to Texas and have the right tools to ensure any unwanted visitors leave your home for good.

WSI worked with Family Pest Control to understand their business and the needs of their clients to develop the right strategy for a new website. WSI started with a digital audit and competitive analysis to inventory existing assets and assess online discoverability.   In addition to creating a blueprint for the website, WSI developed a strategy for on-page optimization that included keyword research and content development. 

In the first month of on-page and off-page optimization activities being done, Family Pest Control is ranking on first page of Google for 3 out of 10 keywords being optimized. 

 

Digital Marketing Strategies With Dan Monaghan | WSI Digital Insider Podcast

Bob Peterson - Wednesday, February 18, 2015

by Lyana San Pedro, WSI Home Office

Sound the alarm, ring the bell, blow the horn and beat the drums - it's finally here! We're talking about the first ever episode of the WSI Digital Insider Podcast series, of course. What else would we be talking about?

Earlier this month, we previewed the podcast to give you an idea of the topics we'll discuss and why you should tune in. So once again, welcome to WSI’s Digital Insider Podcast Series! We're excited to have you on board for our inaugural episode. During this very special edition, we’ll cover the importance of defining your digital marketing strategy and highlight the potential decisions you'll have to make along the way. Our expert during this show is Dan Monaghan, Co-founder of WSI.

Dan is a sought-after speaker on topics such as digital marketing and business strategy, and has the unique ability to foresee emerging trends and capitalize on them. He's the perfect choice to kick off WSI’s Digital Insider Podcast Series and we're happy to have him.

Okay, is the popcorn ready? Wait, I mean do you have your pen and notepad out? You'll certainly need it because there's some exceptional information packed into these 20 minutes. Enjoy (and subscribe on iTunes, Vimeo and/or YouTube if we pique your interest)!



Wow, thanks Dan! That was insightful, relevant and just so interesting. Especially for the nerd in all of us who has always wanted to live in the world of the movie Minority Report (minus the whole precog arrest warrant for something you haven't yet done but might do in the future thing - that's scary). If you don't know what I'm talking about, listen to the podcast. It's a great listen, and anyways, this is where the cool kids discuss and summarize the podcast. Here are some of the questions we asked Dan and a brief outline of his answers:

What would you recommend to a business that is overwhelmed and at a loss about where to focus their marketing efforts?

Talk about a tough one to start things off! Or so we thought, but this was no problem for Dan. As much as things have evolved, the goals of any digital marketing strategy are still the same. It's all about developing a solid Internet presence, driving traffic to your site, and converting customers into users or clients. There are many tactics we can use to accomplish these things, like SEO, PPC, email and mobile marketing. At the end of the day, businesses should ultimately focus on growing their brand with the most effective and efficient strategy they can build.

What's your stance on some of the common digital marketing myths like "SEO is a waste of time!"?

Ah, the old "SEO is dead!" discussion. WSI has been talking about the SEO issue for a while now, and though traditional SEO techniques are losing their luster, AdaptiveSEO™ is alive and well. WSI's SEO approach is aligned with the changes of Google's algorithm and is therefore positioned to help your business in the search marketing arena for years to come. With a huge focus on creating, publishing and amplifying quality content, AdaptiveSEO™ can have a transformational impact on the amount of traffic your site receives.

You have the ability to foresee business trends, so what do you think will be the "next big thing" in digital for businesses?

Speaking about 2015, you've probably heard that mobile is the next big thing, which is true. There are also some interesting things going on at Facebook, so keep a watchful eye on what they're doing, especially as it relates to your business and industry.

In taking the longer view with regard to the development of the Internet of Things, or IoT, Dan brings up Minority Report and has some interesting thoughts (including one that we are living in that world right now). This is a great way to simplify the reality of where the world is going and help prepare for it. That thing you have in your pocket that you call a smartphone? Well, it's not a phone - it's a digital tracking device with phone functionality. Think about it, the vast majority of your actions on a "smartphone" have nothing to do with making a call. And what do you think Google, Facebook and all those other apps are doing with your data? Being aware of the digital horizon - even if it's way off in the distance - is one of the best things a business can do for its future.

And that does it for our first digital marketing podcast. If you have any feedback, let us know on Twitter or Facebook, and don't forget to subscribe to the WSI Digital Insider Series on iTunes.

Subscribe to the Series:



 

WEBINAR WATCH: HOW PLAYING THE COMPARISON GAME CAN GAIN YOU A COMPETITIVE ADVANTAGE

Bob Peterson - Tuesday, February 17, 2015

By Cheryl Baldwin, WSI Home Office

Welcome back to WSI's Digital Power Hour webinar series! Last year, we brought you 11 digital marketing webinars that provided high-level overviews of specific tactics. In 2015, we'll take a deeper dive into some of the more complex issues of the digital world. All told, there will be 5 webinar sessions, which are scheduled for every second month (beginning with February).

To get the ball rolling on a new season of the Digital Power Hour, we'll take a look at how playing the comparison game can gain you a competitive advantage. Everybody knows there's a lot of noise out there on the Internet, especially when it comes to digital marketing. It's understandably hard to form a digital marketing strategy when you've got half of the industry saying x tactic is dead while the other half vehemently argues that it's alive and well.

For this month's webinar, we'll help you take a step back from the digital marketing bubble and really focus on what's going on in your own niche and, more specifically, what your competitors are up to. It's all well and good to have a complete grasp of the digital marketing space, but what if you don't have to? What if you just need to know a) what tactics work in your niche and b) how you can do just a little bit more than your competitors?



The expert who will be giving you the rundown on how to gain a competitive advantage by playing the comparison game is Francois Muscat, a leading WSI Digital Marketing Consultant from South Africa. First, Francois will show you how to identify your closest competition and quickly decipher their digital marketing methods. Once you know what your competition is doing, you'll have the blueprint for taking their customers away from them!



 

If you want to learn more about how to raise your digital marketing game, attend our How Playing The Comparison Game Can Gain You A Competitive Advantage webinar on Tuesday, February 24th, 2015 at 11am EST.


DATE: Tuesday, February 24, 2015

TIME: 11:00AM - 12:00PM (EST)

 

The First Rule of Web Design

Bob Peterson - Monday, February 16, 2015

It seems obvious, yet this rule is often broken...

Simple question with a simple answer: What do you want me to do now?

And here's why it matters: Tech is expensive. Tech is hard to change. Changing tech has all sorts of side effects and repercussions.

Language, on the other hand, can be changed on a whiteboard. Language is at the heart of communication, and the only purpose of a website is to communicate.

Get the language right first (and the colors). Tech isn't going to fix your problem, communication is.

Seth Goden nails it again. Read his entire article...

 

The New Age of SEO: Why Your Approach Must Change

Bob Peterson - Thursday, February 12, 2015

SEO is becoming what it should have been all along. Publish good content, and it will be found.

From Inc.com :

SEO best practices are going to change whether we like it or not. It's easy to get set in your ways and feel comfortable with your current strategy, but this isn't going to be sustainable in this industry. It's important that marketers focus on getting out of their old way of thinking and evolve along with Google and the other search engines in order to find long-term success.

Fortunately, understanding this "new age" of SEO isn't as time-consuming or overwhelming as it may sound, so the sooner you can get started the better and easier changing your mindset will be in the future.

Read the full article.

 

Leading Specialty Lamp Manufacturer Engages WSI for SEO Implementation

Bob Peterson - Thursday, February 12, 2015

LightSources is one of the world’s leading manufacturers of UVC, specialty fluorescent, and sign lamps of all kinds. Based in Orange, Connecticut, they serve both large and small OEMs with custom lamps designed and engineered for a large range of applications.

As a means of increasing their new lead flow, LightSources engaged WSI to optimize their web site for 35 primary keywords. The first step in this project was on-page optimization involving the creation of 35 new SEO landing pages. These pages were optimized for three kinds of terms:

  1. Keywords that describe what the company IS, such as “light bulb manufacturers
  2. Keywords that describe what the company DOES, such as “custom light bulbs
  3. Keywords for INFORMATION about end product applications, such as “uv water purification

The 35 pages were implemented on the site by the end of January, and in February we moved into the off-page optimization phase. This phase involves the creation of unique original content about the types of products that they make such as low-pressure mercury lamps and UV germicidal lamps. This content will then be posted on company specific blogs on WordPress, Blogger, Tumblr, and the company’s Google+ page. These blogs will help build page authority for the new SEO pages by linking to them.

At the conclusion of the off-page part of the program, we expect LightSources will have a steady flow of new leads from searchers looking for a top-notch manufacturer of custom UV light bulbs.

 

Small Business SEO Trends - What can be done with a $500 budget?

Bob Peterson - Wednesday, February 04, 2015

From Search Engine Watch:

SEO is a far more delicate operation than it was when you could almost effortlessly get endless cheap directory listings and not worry about Panda and Penguin. Those days are long gone. Content marketing is now synonymous with SEO and it is a huge undertaking.

But while the work has become more challenging and time-consuming, according to the survey, search marketing firms don’t expect small business marketing budgets to increase much in 2015. So while the workload, time and effort increase, budgets remain stagnant. So...what can be done with $500?

Good article on 2015 trends and what can be done with a small budget. You should consider optimizing your web site or investing in some local SEO. Your content matters, and you should develop a digital content strategy.

Read more...

 

WSI Retained for Additional SEO Engagement by Rabin Worldwide

Bob Peterson - Tuesday, February 03, 2015

Rabin Worldwide offers their clients a wide range of services.  In addition to being industrial liquidators Rabin specializes in providing companies with expert asset valuation, asset-based financing and comprehensive commercial real estate investment and management services.  Rabin is headquartered in San Francisco with a European subsidiary office in Manchester, United Kingdom.

In April, WSI was retained by Rabin to increase leads from large corporations seeking to liquidate assets or obtain asset-based financing.  The extensive keyword research conducted by WSI resulted in the identification of 25 primary keywords and 18 additional stems with over 13,000 searches per month.  On-page optimization then proceeded with the addition of 20 new SEO landing pages and modified content on 5 existing pages.  Once the pages were implemented on the site, WSI began syndicating high quality content, driving links to the site via customer reviews and blog accounts.

After 6 months of off-page optimization WSI was able to earn over 1,000 links to the SEO pages, 15 first page rankings, 18 second page rankings, and hundreds of incremental new visitors per month to the SEO pages.  This resulted in a substantial increase in auction and financing leads for Rabin.

Phase 2 will focus on more intense off-page optimization to move additional keywords to the first page.  We will target competitive keywords such as asset recovery services, auction liquidation services, heavy equipment appraisal services and machinery auctioneers.


 

Why a fully responsive website is a priority in 2016

Bob Peterson - Saturday, December 27, 2014
Fully responsive design Do I really need a fully responsive website? A question, which, if asked in 2012/13 would have received a very different answer. At that time, the numbers of people using mobile devices to access the internet were relatively low and the technology for fully responsive was quite new. It was still quite expensive and in some areas even a little unstable. In all likelihood, if you needed a mobile friendly site at a reasonable cost and didn't need ecommerce, you would have been advised to have a separate mobile friendly site. However, in 2016, if you don’t have a fully responsive website it’s very likely that you will be losing business to your competitors.
  • More than 90% of adults have their mobile phone within arms reach 24 hours a day
  • More than 60% of emails are opened using a mobile device
  • There was a 112% increase in mobile traffic to retailer sites in 2014
  • 70% of people will leave a site on a mobile device if it doesn’t load quickly or is not user friendly
  • Google mobile searches now indicate if a site is mobile friendly making it even easier for consumers to avoid a site that isn’t
  • 98% of text messages are opened in under 5 seconds
  • Last Christmas saw high street retailers using iBeacons and Near Field Communication (NFC) to push offers and information to people’s mobile phones as they were shopping
All of the above means having a fully responsive website is no longer an option, it’s a necessity!
So, what exactly is a fully responsive website?
A fully responsive website is one which loads and displays in a user friendly format regardless of the device you are using. With more than 70% of smartphone owners using their phones to search the internet, it is essential that they are able to view your site just as easily on a mobile as on any other device.
What does ‘user friendly’ mean?
In a fully responsive terms, user friendly means things like
  • Images and video loading quickly and correctly; resizing and displaying within the viewable space
  • No need to zoom in to read text
  • No need to scroll across the page to read the full text
  • Content format (priority) changing according to the size of the screen viewable
  • The ability to click on links and buttons using thumbs without also clicking other content
  • The ability to click on any telephone number shown to call it immediately
All of these things are essential for a good user experience on a mobile device.
What happens if we don’t go responsive?
It’s likely that you could lose business. To what extent will depend on the type of business you are. At the very least you will be failing to maximise on the opportunities that mobile marketing has to offer. We are a population that uses the internet while on the go. We are increasingly choosing to shop on mobiles and tablets, often switching between devices (67% of searches start on one device before moving on to a second). If we aren’t buying online then we research online before we shop and then research further using mobile devices while still in store. We expect to be able view and click on offers and promotions that we receive by email or text, regardless of where we are and what device we are using. It’s vital that your site accommodates this. Setting up a fully responsive website can take a little longer, but taking that bit of extra time will bring dividends in the long run. Not only will mobile searches tell users your site is mobile friendly, guiding them to choose you over one that isn’t, but a fully responsive website also has some other side benefits:
  • Longer term cost reductions as you only have one site to maintain
  • Easier measurement as you’ll only have one set of analytics to review
  • Easier campaign optimisation based on easier analytics
If you haven’t refreshed your website for a while and are thinking it’s time for an update, then fully responsive is the way to go. If you have updated your site recently but didn’t opt for fully responsive, than at the very least you need to make sure you have a mobile friendly version of your current site. It’s not as cost effective in the long term or efficient as fully responsive for the reasons stated above, but at least you won’t be penalised by the search engines. If you want help or advice about updating your website for 2016 and beyond, get in touch. Book of numbers CTA

 


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