OUR BLOG

How the Latest Google Algorithm Update Affected Medical and Financial Clients

Ken Bowden - Monday, October 22, 2018

SEO services

As a company specializing in SEO services, we stay updated with all of Google’s algorithm updates, so that our clients don’t have to. Google continuously tweaks its SEO algorithm to optimize Google users’ experience when searching for information online. In August, the search engine giant released a broad core algorithm update that impacted both local and organic rankings.

Unlike other major algorithm updates such as Panda and Penguin, the recent update did not send shockwaves through the digital marketing community. One of the reasons for this could be the way that Google referred to the update. The same name, “broad core algorithm update” was used for another update the company made in March.

The latest update was focused on demoting advice pages with questionable trustworthiness, expertise, and authoritativeness in rankings. YMYL (Your Money or Your Life) websites and pages seem to be hit the hardest, with financial and medical companies seeing the biggest drops in their organic search rankings.

The update has been coined the “medic update” by a few digital marketers because it seems like the industry or segment that was most affected is medical and financial industries. We initially saw some shift in medical and financial clients’ rankings in the early to mid-August, with some of the rankings being restored towards the end of the month. With Google updates, what we often see is an initial big drop in website traffic due to the algorithm change, followed by an uptake, which could be indicative of Google pulling back on how hard it hits certain sites.

As was the case with the algorithm update in March, Google did not supply information or context about the function of the update, but instead advised website owners to focus on ‘building great content’. Google has a very long Search Quality Guideline that can be used for content creation purposes.

If you have noticed a lot of volatility in your website traffic over the course of August, it could be due to the broad core algorithm update. While many companies’ website traffic started to rebound and level out towards the end of August, it is possible that you will have to relook your SEO strategy if your website and pages have been impacted by the update. Our digital marketers can help you check your website rankings and tailor a plan to help you to continue to rank well in Google following the latest update.

WSI New Media Marketing is a digital marketing agency in Greensboro, North Carolina that specializes in SEO services. Contact us to help you with your digital marketing campaigns.

A Guide to Mobile Marketing for Travel Companies

Ken Bowden - Monday, October 8, 2018

Mobile marketing - 2

Over half of all vacationers and even more business travelers are using mobile apps to plan and book their trips. Whether you are renting out rooms in a B&B or trying to sell tour packages, the question is not whether you need to ramp up your mobile strategy, but rather how you are going to do it. Here is a brief guide to mobile marketing for travel companies:

  • A Mobile Friendly Website Is Only the Start

If your website is not easy to navigate on any of the mobile devices, then you are undoubtedly losing out on major sales. Not only are websites that haven’t been optimized for mobile searches penalized in Google, but your potential customers need to be able to easily click through your room options, travel plans, submit an inquiry and get a quote – all from their tablet, phone or desktop computer.

  • Get Your Mobile App Ready

Many travel purchases occur in mobile apps as opposed to on websites. Instead of forcing a customer to email your reception desk to make a booking, make sure you have a mobile app where they can book air travel or make a hotel reservation directly in the app.

  • Make Customization A Priority

In the past, travel companies would market their packages to different target audiences. Today’s travelers, however, want to be their own travel agents. Your website, mobile app and the communication you send to potential customers need to be personalized according to their travel preferences. Travelers have a do-it-yourself approach to travel bookings and they tailor their trips themselves from start to finish, so be sure to have easy-to-use drop-down menus where they can select their own travel dates, room preferences, tour options, or anything else your company offers.

  • Offer Add-Ons That the Customer Would Be Interested In

If you are selling safari packages or shore excursions, offer relevant products and extra services as custom add-ons. You could, for example, offer an expert tour guide, pet-friendly dining options, trips to nearby heritage sites, and so forth as custom add-ons, so that the customer can further tailor their experience.

  • Localization

Your website and mobile app should allow people to save local information for later viewing. Offer maps, city guides, and options for the customer to save their favorite spots for later in a ‘Travel Bucket List’ feature, for example.

WSI New Media Marketing is a digital marketing agency in Greensboro, North Carolina that specializes in mobile marketing services. Contact us to help you tailor your digital marketing campaigns in the travel industry.

Warehouse Automation Software Company Launches SEO Program with WSI

Ken Bowden - Monday, October 1, 2018

WSI Digital Marketing has recently completed our on-site SEO initiative for Numina Group Inc.  Numina Group is a top tier automated warehouse designer and integrator of warehouse automation software solutions and warehouse control and execution systems.

Numina Group provides automated warehouse solutions to companies with order fulfillment distribution centers across North America in many industries including:

  • Consumer Goods
  • E-Commerce
  • Omni-channel
  • Healthcare
  • Third-Party Logistics (3PL)
  • Food and Beverage
  • Electronics
  • Pharmaceuticals

Numina Group has more than thirty years of warehouse automation experience providing all levels of automation software solutions which integrate components in order to provide a lean and highly profitable distribution operation.

On-site SEO for Numina Group is complete, and you can see examples of the optimized pages here:

https://numinagroup.com/

https://numinagroup.com/warehouse-software/

https://numinagroup.com/automated-conveyor-systems/

https://numinagroup.com/warehouse-control-system/

https://numinagroup.com/warehouse-management-systems/

https://numinagroup.com/voice-picking-system/

https://numinagroup.com/print-and-apply-labeling-systems/

https://numinagroup.com/warehouse-design-and-layout/

https://numinagroup.com/automated-warehouse-solutions/

https://numinagroup.com/material-handling-systems/

https://numinagroup.com/warehouse-execution-system/

https://numinagroup.com/warehouse-automation-companies/

 

The off-site optimization is ongoing for Numina Group.  In addition to registering the company in various aggregate business directories, we also optimize on-site blogs for long-tail keywords, as well as off-site blogs posted on: Tumblr, Weebly, WordPress, Medium, Wix, Blogspot

These combined on-site and off-site optimization tactics should move Numina Group up in the rankings and increase their visibility. Monthly reporting will be conducted with key leadership to keep them informed of the progress we are making.

This blog post originally appeared at: https://www.wsipaulasanderson.com/blog/warehouse- automation-software-company-launches-SEO-program

Tips for Creating the Most User-Friendly Website

Ken Bowden - Monday, September 17, 2018

Today’s consumers want to be able to find what they are looking for or complete an action within the shortest amount of time. Whether your website has been created to sell products online or whether it is an informative website to help people understand what types of services you offer and why they should partner with you, it needs to be user-friendly. If your target audience is not able to achieve whatever goal they had when they clicked on your website’s link, then it is not user-friendly enough and your resources are being wasted. Here are a few tips from a top website design company to keep in mind when you start creating your website:

  • Get Organized

The way your content is structured needs to be carefully planned. This means that your navigation has to be well thought-out from the start. Consider the following:

  • The different product or service categories you will need,
  • the information (or even drop-down options) that will form part of your About Us page,
  • what you are going to do to build trustworthiness and authority (such as testimonials or a secure payment gateway badge), and
  • How many clicks a user will have to make if they simply want to contact you.
  • Keep Your Content Simple

It can be easy to want to go into the finer points of who you are and the products or services you offer, but more content is not necessarily better. Hire a professional copywriter so that you are able to communicate your message in the simplest, most effective way possible.

  • Fonts and Graphics

Some fonts are easier to read than others are, and darker fonts on lighter backgrounds are the standard. In some cases, website designers experiment with fonts, colors, and graphics to create a unique effect and while this can be an impactful way to differentiate yourself from the competition, make sure it is not taking away from the user-friendliness of your site. Keep in mind that some people have impaired eyesight, so anything that is slightly confusing or more difficult for a person with full sight ability may be near impossible for someone with a disablement to complete.

  • Keep Your URL Simple

Your URL should ideally be your company name or the easiest derivative of it. This will make it easier for your customers to remember when they want to visit your website again.

  • Make It Mobile Friendly

Google has started to penalize websites that are not mobile compatible and for good reason. The number of people searching the web from their smartphones continues to rise, so your website’s design needs to be responsive to the various devices a person could be using to browse your site.

WSI New Media Marketing is one of the top website design companies in Greensboro, North Carolina.  Contact us for SEO optimization services, pay per click advertising, web design and more today.

Industrial Baking Equipment Supply Company Partner’s With WSI for SEO

Ken Bowden - Monday, September 10, 2018

Artisan Capital Partners, an industrial baking equipment supplier, has partnered with WSI to implement an SEO program to deliver their message to a greater audience. Artisan Capital Partner aims to create liquidity events for companies from industrial bakery assets. Industrial baking equipment is capital intensive to install and requires specific skills to resell. Artisan Capital Partners help companies identify the value of their equipment, assist in dismantling, then refurbish and resell the equipment.  Their experience and strategic partnerships help to maximize value, simplify the process, and reduce the risk to bakeries. As a buyer and seller of industrial baking equipment, Artisan Capital Partners also provides a quality secondary market, allowing other companies to access baking production line equipment at a high value.

WSI’s custom SEO program aims to improve website performance and long-term search engine rankings. This started with on-page optimization, including an audit of the website’s SEO optimization, keyword research and selection, and developing SEO optimized pages.  This work is followed by an ongoing link building program including off-site blog and social media creation and syndication. After discussing business goals with Artisan Capital Partners and completing the website audit and extensive keyword research, the following 3 SEO page themes were developed:

WSI will continue SEO efforts to elevate Artisan Capital Partners search engine page ranks and lead captures onsite. This work will include keyword optimized blogs and social media content development that highlight Artisan Capital Partners benefits. This content will assist to create direct and indirect traffic to the site to boost the page rank. These blogs will be posted on Weebly, WordPress and Blogger

This work has already begun to be tracked and website performance benchmarks well-characterized. WSI is encouraged by initial results and excited to be part of the growth of Artisan Capital Partners.

This blog was originally posted at: https://wsiconnect.com/blog/industrial-baking-equipment-supply-company-partners-with-wsi-for-seo/  

Your Guide to Gmail’s Sponsored Promotions Ads

Ken Bowden - Monday, September 3, 2018

Pay per Click advertising has become highly intricate, complex, and also effective. The strategy and platforms you choose will depend on your business goals and target market. Whether you are already using Google AdWords, Facebook Ads or another type of pay per click strategy, many businesses can benefit from Gmail Sponsored Promotions, which refer to the pay per click ads that appear in a Gmail user’s inbox.

The reason why Gmail Sponsored Promotions are so effective is that:

  • Virtually everyone has an email account,
  • Many people use Gmail for their personal emails, and
  • Many people also route their work emails through this account.

It is also one of the least invasive ways to advertise because people are happy to spend a lot of time with an internet tab open and dedicated to their inbox (while Facebook is often seen as more of a distraction and Google only gets used when a person is searching for something specific).

The layout of Gmail ads can be either ‘collapsed’ or ‘expanded’. With a collapsed ad, the advertisement will look like an unread message in a person’s email account. If someone clicks on the ‘new message’, which is essentially your ad, you will pay for that click.

The targeting is based on a person’s email activity and you can set your targeting options for interests, demographics, keywords, topics and Customer Matches. A strategy that many people have started to follow is to bid on a competitor’s keywords. This way, if a person receives emails from your direct competitors, they will also receive a message (advertisement) from you. Targeting a Customer Match means that if you have a customer’s email address, you can use it to make your ad appear in his or her inbox. As with any pay per click campaign, the best way to get the most return on investment is to experiment with different strategies.

To get started with Gmail Sponsored Promotions, you will need a Google Ads (formerly Google AdWords) Account. If you log in and click on “Campaign”, then you will choose the “Display Network Only” option. From here, you can start to create your bidding strategy. If it is the first time you are setting up Gmail Sponsored Promotions, then it is advisable to manually set your bids for clicks so that you have control over what you are spending. As you start getting results, you can continue to tweak your strategy.

WSI New Media Marketing is a digital marketing agency specializing in SEO marketing and PPC marketing in Greensboro, North Carolina. If you want to start using pay per click advertising to amplify your message and connect with more potential customers, get in touch with us today.

WSI Alumni Starts Foundation and Offers Scholarships

Ken Bowden - Tuesday, August 21, 2018

Goal-Achievement-Foundation

A former WSI consultant based in Colorado Springs has started a new foundation to teach young people the skills required for goal achievement.  Tom Kuthy, who recently sold his WSI practice, has created a web site to spread the word about his new endeavor:  The Foundation for Goal Achievement.

The mission of the foundation is to become the world’s most comprehensive source of information on goal achievement.  In addition to creating unique content, the foundation will also attempt to curate the information on goal achievement that has been developed over the last 100 plus years, and make it accessible from a single source online.

Still in its early stages, the foundation has already created some high-quality content covering the following topics:

The 4 Steps to Goal Achievement – https://www.foundationforgoals.org/steps-to-achieve-goals/

How to Create a List of Values – https://www.foundationforgoals.org/list-of-values/

How to Set Personally Meaningful Goals – https://www.foundationforgoals.org/goal-setting/

How to Achieve Goals – https://www.foundationforgoals.org/how-to-achieve-goals/

How to Track Your Goals – https://www.foundationforgoals.org/goals-planner/

In addition to the content above, the foundation is also offering a scholarship awarded bi-annually to students who have set clear goals for themselves and can document that in an essay. An application for the scholarship can be found here: https://www.foundationforgoals.org/goal-achievement-scholarship/

All of us at WSI wish Tom the best in his new endeavor!

This post originally appeared: http://www.wsiexpertinternetmarketing.com/our-blog/wsi-alumni-starts-foundation-and-offers-scholarships

Updating your website? Stay away from these design trends!

Ken Bowden - Monday, August 20, 2018

web-design

If you are planning a new web design, then it’s important to get things right from the concept phase. Avoid these design trends to make sure your new site is a hit:

Hiding everything in a hamburger menu

From fashion and interior design to web development – minimalism is a key trend these days. It’s easy to see why people would want to declutter their websites, but don’t let people land on your home page and not be able to find any text, images, links or buttons. The ‘hamburger menu’ isn’t just something that we’re not a fan of, it’s hard for visually impaired people and non-web savvy web users to find and navigate websites with this navigation structure and menu. If users can’t easily find what they are looking for on the front page of your site, they are probably not going to stick around for very long.

Missing search bars

Regardless of the navigation structure and menu options that you choose for your website design, make sure you have a search bar. Website visitors know that if they are struggling to find something on a website, they will usually be able to type a keyword, product or service into a search bar and find relevant pages within the site, so make sure you are offering people this functionality. Every page on your website should have a search bar that is up top and easy to find.

A common web design trend these days is to replace the search bar with an icon of a magnifying glass. So instead of needing a lot of space for the search bar, you only need to dedicate a small space for the image of the magnifying icon.

Odd fonts

Somewhere along the way, people decided that black text on a white background is overrated. There is plenty of room to experiment with a warmer hue background and a softer black font, but don’t stray too far from the norm.

It’s understandable that people want their website to stand out from the millions of other sites online, but using dark grey fonts on a light grey background, for example, isn’t the way to go. Make sure that the readability of your website’s content is very good, or you won’t have anyone reading your content.

Carousels

Carousels, also known as slideshows, don’t really remove functionality from the site but make sure that you’re not adding a slideshow that doesn’t provide any functionality, either. Slideshows can easily become distracting for website visitors and a lot of extra images can add to the load time of your web pages.

WSI New Media Marketing is a leading web design company in Greensboro, North Carolina.  Contact us for responsive web design services today.

5 tips to increase customer engagement on your mobile app

Ken Bowden - Monday, August 6, 2018

Customer-Engagement

All companies with a mobile strategy deal with the same question every day: how to increase the use and engagement of their mobile app. The answer lies in creating more user touch points and being contextually relevant; which means providing specific content wherever the user is. Here are a few things that you can do to increase customer engagement with your mobile app.

  1. Offer something different

The mobile app market is hugely competitive and there are hundreds of thousands of apps out there. Be sure that you’re not launching something that has already been done (and if a similar app is already available on the market, make sure yours is better and offers much more value to users).

  1. Don’t have a spray and pray approach

What we often see is companies who are keen to take on users from any acquisition source without really understanding how this ‘spray and pray’ approach lacks sustainability. Understanding the cost of acquiring customers versus the value that they will offer further down the sales funnel is key to narrowing down your approach and attracting customers who will user your app.

  1. Offer something extra

A typical app will include things like exclusive offers, location and product information, and an event calendar. Having an in-depth understanding of what your customers’ pain points are can help you determine what else you can offer on your app that will really meet their needs.

  1. Connect with your users on different platforms

Many times, people download an app and use it only once or twice (or not at all) before deleting it. A good way to stay top of mind with users is to connect with them on a variety of platforms. Create a solid social media marketing strategy and make sure you are sharing quality and relevant content on these platforms. You should also make sure that you are responding to queries and comments on these platforms in a timely manner.

  1. Request feedback

Another way to increase engagement with your app is to ask customers what they like about, what they don’t like, what other apps they are using, where they spend their time online and what type of content they are interested in. The better you understand your target audience, the easier it will be to create buyer personas and a winning digital marketing strategy that not only boosts engagement with your mobile app but also your brand awareness and bottom line.

WSI New Media Marketing is a digital marketing agency in Greensboro, North Carolina.  If you need help with mobile content marketing, mobile app marketing or any other digital marketing service, contact us today.

What does Google think of your website?

Ken Bowden - Monday, July 23, 2018

Google-Ranking

The internet is full of spammy websites and websites that don’t really add value to the web. Consider how often you hop onto Google to find information about something you’re interested in and click on something in the search results that seems relevant only to be taken to a website that doesn’t say anything worthwhile or is completely off the mark.

Many times, a Google that ranks on the first page of search results but doesn’t offer valuable information got there due to ‘black hat SEO practices’. This means that the website is currently succeeding at finding loopholes in Google’s search algorithms and ranking high due to using the right keywords in the right places and having a link building strategy that helps them pass Google’s spam radars.

The bad news for these sites is that their time is limited. Google is very focused on providing a good user experience and they continuously update their algorithms to make sure users don’t get sent to websites that only offer low-quality information. But how do you know what Google thinks of your website specifically?

One way to see what Google thinks of your site is by using the free keyword tool. This tool can show you what keywords the search engine associated with your website. If you use the tool, fill in your website’s URL in the section that says ‘website content’ and then ‘get keyword ideas’. Google will then show you the keywords that it believes represent your site as well as offer a list of suggested keywords.

While this can give you an idea of the keywords that Google associated with your site, it’s not a foolproof way of determining whether Google thinks you run a spammy site or not. Some of the tell-tale signs of a spammy site include the following:

  • Keyword stuffing: Well-placed and well thought out keywords in your meta title, meta description, alt text, URLs, and content can help search engines identify what your site is about, but don’t overdo it. If Google thinks you are overdoing the SEO and keyword stuffing, then they may be more likely to rank you as spammy.
  • No quality content: Spammy websites don’t have quality content that helps people. Whether you’re selling products or services, you need educational, high-quality content on your site so that people can read about what you have to offer.
  • Pages not found and broken links: Spam websites aren’t maintained and updated regularly. A red flag is many “Pages Not Found” messages and broken links on the site. Do regular housekeeping on your site so that your pages don’t lead to a bunch of dead ends.

Need help with your SEO, social media marketing or any other type of digital marketing initiative? WSI New Media Marketing can help you. Contact us for more information today.

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