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How the Latest Google Algorithm Update Affected Medical and Financial Clients

Ken Bowden - Monday, October 22, 2018
Search Engine Optimization

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.

Mt. Pleasant Blacktopping chooses WSI for a New Digital Presence: Website, SEO and Paid Search

Ken Bowden - Thursday, September 21, 2017

Mt.-pleasant-blacktopping

Mt. Pleasant Blacktopping and Asphalt of Fairfield, Ohio has delivered new roads, complete site work, and custom asphalt paving for commercial and residential customers for over 50 years.  While they manufacture premium hot mix asphalt for all projects they install, they also offer it to construction and paving companies in Southern Ohio.  This is a new website and the first complete website for Mt. Pleasant Blacktopping using the domain of www.PremiumPavement.com.  The website targets business and municipal decision makers for full commercial site development and resurfacing pavement projects.  Mt. Pleasant Blacktopping can repave parking lots over the weekend to minimize business disruption.  They also deliver residential paving for driveways, walkways and other hard surface needs like tennis courts.  As an added value, decorative asphalt is impressive in performance and aesthetic appeal.  Finally, Mt. Pleasant Blacktopping sells premium hot mix and usually make and fill orders ahead of their needs for projects. 

WSI delivered a WordPress website, and is executing Paid Search and SEO campaigns.  The goal of both is to cultivate lead generation and share Mt. Pleasant Blacktopping’s expertise. 

The SEO implementation is focusing on their core competencies:

Asphalt paving company

Commercial asphalt and paving

Residential asphalt and blacktop paving

Hot mix asphalt

Stamped asphalt

Paid Search (PPC) has focused on three campaigns: 

Commercial Solutions for Site Development, Paving, and Resurfacing

Residential Paving, Decorative Asphalt and Resurfacing

Premium Hot Mix Asphalt

Customized tracking of key performance indicators will continue as WSI will measure links to the new SEO pages, rankings on the keywords, organic entrances pages, as well as leads from organic visitors. Lead tracking includes form submissions, as well as phone calls from organic visitors. With this approach, we can see all the elements which lead to the clients end goal: more roads and driveways paved as well as more trucks full of premium hot mix.  Who knew blacktop could be so hot and exciting?

This marketing strategy includes Directory Listing optimization and high quality content syndication with link building to Tumblr, WordPress, Weebly, and Blogger.

WSI’s Global Resources Benefit Local Businesses

WSI is the world’s largest network of Digital Marketing Consultants, 80 countries and all US states. WSI has helped thousands of small and medium-sized businesses realize their online marketing potential. By using innovative Internet technologies and advanced digital marketing tactics, businesses can have a WSI Digital Marketing Strategy tailored to their individual needs and budget to elevate their digital presence and business growth.  In 2017, WSI consultants received 7 Awards at the Annual WebAwards organized by the Web Marketing Association (WMA), bringing their total WMA Award tally to 75. 

To learn more contact BraveWeb, LLC a WSI firm today.

This post originally appeared: https://www.wsiworld.com/nicholasgantenberg/2017/09/19/mt-pleasant-blacktopping-chooses-wsi-new-digital-presence-website-seo-paid-search/

 

 

WSI adds Denver Area Community to SEO Project for MorningStar

Ken Bowden - Monday, November 21, 2016

Assisted-living-Centennial-Colorado

WSI Digital Marketing has recently launched SEO efforts for an 8th location of MorningStar Senior Living, a network of over twenty senior living communities located in the Western US. 

So far, WSI has optimized the web pages of the Arcadia, Arrowhead, Fountain Hills, Sparks, Ft. Collins, Billings and Bear Creek locations and all are showing excellent results. The results are leading more and more of the communities to request SEO from WSI, which of course we are happy to oblige with.

The latest community to benefit from WSI’s SEO is MorningStar of Jordan, located in Centennial Colorado, just south of Denver.

For the on-page optimization, we focused on three pages on the main MorningStar site.  Since each community offers a different mix of services and focused geographic areas, the keywords mapped to the pages differ across communities.  You can see the pages optimized for the Jordan community here.

http://www.morningstarseniorliving.com/communities/morningstar-at-jordan/senior-living-communities-floor-plans/

http://www.morningstarseniorliving.com/communities/morningstar-at-jordan/

http://www.morningstarseniorliving.com/communities/morningstar-at-jordan/memory-care

With the SEO optimized pages now up on the site the off page optimization is beginning.  Initial off page strategy includes citation building for the community as well as an intensive blogging effort. These high quality blogs will be syndicated to WordPress, Weebly, Blogger and Tumblr.  Each month of the SEO implementation will be monitored and carefully tracked along with the other communities.  Key metrics that will be measured include links, rankings, organic visits and leads from organic visitors.

We fully expect to see the same results at Jordan that we are seeing at the other seven communities.

This post originally appeared at:  http://www.wsiexpertinternetmarketing.com/our-blog/wsi-adds-denver-area-community-to-seo-project-for-morningstar

WSI Increases Digital Marketing Services For Pacific Patio

Ken Bowden - Monday, July 11, 2016

Pacific-Patio-Cornejo

Pacific Patio is a luxury outdoor furniture store with two showrooms packed with luxury outdoor furniture tailored to your lifestyle. The original store opened in Agoura Hills in 2012 and serves the greater Conejo Valley area, including Westlake Village and Thousand Oaks, along with coastal communities stretching from Malibu to Santa Barbara. Pacific Patio opened a new store in Santa Monica — serving the entire Los Angeles region — with easy access from Beverly Hills, Pacific Palisades, all the way down to Huntington Beach.

Patio Furniture – Los Angeles urban style: found in the Santa Monica store

Patio Furniture – Suburban style: found in the Agoura Hills store

Along with traditional patio furniture such as bar stools and Adirondack chairs, Pacific Patio also stocks specialty items including conversation fire tables. 

In January, 2016, WSI was retained to increase business for both the Agoura Hills and Los Angeles-Santa Monica stores. The initial digital marketing campaign consisted of paid-search advertising and social media marketing. After the relaunch of a new website based on the Big Commerce platform, WSI is instituting a search-engine optimization (SEO) campaign.

WSI’s keyword research identified two primary keywords — patio furniture and outdoor furniture — that together account for tens of thousands of searches per month. In addition, dozens of specific terms such as “glass outdoor table” and “wicker outdoor chairs” generate tens of thousands of additional searches. The initial on-page optimization process included adding pages for the Conejo Valley towns and specifically for Los Angeles, as well as creating high-quality content with links to PacPatio.com.

In the months ahead, WSI plans to enhance Pacific Patio’s SEO campaign, analyze the effectiveness of the paid-search advertising, and continue to complement both efforts with social posts on the company Facebook and Google Plus pages, along with new accounts with Houzz and Instagram.

Through the summer months — the busiest time for sales in this seasonal business — WSI is also aggressively running Facebook display campaigns, with banner ads targeted to upscale audiences defines by urban characteristics for the Los Angeles store demographic, and suburban characteristics for the Agoura Hills store.

This blog originally appeared in the WSI ePro Marketing blog http://www.wsiepro.com/wsi-increases-digital-marketing-services-pacific-patio/

Toronto’s Top Construction Recruitment firm engages WSI

Ken Bowden - Tuesday, June 21, 2016

Whether you are in need of exceptional talent on your team or are looking for an opportunity to advance your career with some of Canada’s best construction companies, HNi has the expertise and industry network across Canada to help construction management professionals succeed.

Harbinger-Network-Toronto

Harbinger Network is one of Canada’s most reputable recruitment agencies with its sole focus on the construction sector. In late 2015, Harbinger contact WSI eStrategies in Ottawa to assess and audit its current digital marketing campaigns. After a complete analysis of the client current website, analytics and digital marketing strategies, it was apparently clear that over the last 12 months, Harbinger’s current activities had not shown any significant increases in web-traffic and keyword rank hit a celling being just shy of the first page.

Harbinger Network handed over full rains to WSI in Jan 2016 and we began by recommending a full website rebuild as the client current site was constructed on an out-dated CMS as well as on page optimization for his most prominent categories. Although the website was not built by WSI as per our recommendation, but rather a firm who specialized in web development for the recruitment industry, we work in tandem with them as key advisers to ensure all best practice elements were incorporated to the site. The new website was constructed in a custom WordPress CMS while paying special attention to the key persona’s the client wants to attract most importantly being senior level executives in the construction sector. A construction job board API was also constructed were potential job seekers could view current opportunities in the Canadian construction industry while ensuring privacy and anonymity is protected at all times during the initial process.

Professionally written content was added to the website as well as the necessary on page optimization tactics to ensure overall SEO success. As our current SEO focus is targeted to the city of Toronto, we will continue building out high-value local citations and directories listings for the client as well as engaging content which will syndicated to the client website and LinkedIn as well as off site blogging channels such as WordPress, Weebly, Blogger and Tumblr.

WSI looks forward to our continued success with Harbinger Networks Inc. as we strive to build a strong business partnership by showing continued and improved SEO results that will increase the companies’ online brand visibility while driving quality traffic back to the site.

This post originally appeared here http://wsiestrategies.com/torontos-top-construction-recruitment-firms-engages-wsi/

Adjusting Your Content Marketing Strategy for 2016

Ken Bowden - Friday, January 15, 2016

 

Content marketing is a key component to your overall digital marketing strategy. According to one study, 67% of B2B companies say that content marketing is a top priority. Two-thirds report that content is fuel across all channels, including events, social, demand generation and more. Additionally, 44% of B2B marketers have a documented content strategy. It’s safe to say that content marketing is here to stay, at least in the short term.

 

As we move into 2016, it’s important that your content marketing strategy is built for the challenge. It needs to be well-thought-out, detailed and informative. It should be flexible so that it can make room for trending topics, but the main goals should be outlined in advance. For instance, what do you hope to get from your content? Increased brand awareness? Higher conversion rates? More sales?

 

Let’s discuss some of the ways that you can adjust your content marketing in the coming year for the better.

 

Think Beyond Blogging

 

Your company blog is probably your main source of content, and rightfully so. You can contribute relevant material several times a week or month, which is good for visibility, authority and SEO. But it’s important to think beyond traditional blog posts because they shouldn’t make up all of your content marketing efforts. Infographics, ebooks, videos, vlogs, webinars and podcasts are other forms of content that are equally engaging. In fact, experts say that we will be seeing more interactive content in 2016.

 

Quality Trumps Quantity

 

Quality content should be your focus. There’s no reason to publish content with low value. To stand out from the competition, produce longer, more well-researched articles and blog posts. They should be optimized for SEO and include original, engaging copy. It also helps to have credible resources and updated facts and figures to support your content.

 

Repurpose Your Content

 

Don’t think that you need to start every piece of content from scratch. Make use of your content by repurposing it, something that will come in handy as you may need to stretch your budget in 2016. For example, use existing content to create a SlideShare presentation that includes pertinent facts. Or, hire a designer to create a colorful infographic with bullet points. You can also generate a report or whitepaper that can be downloaded in exchange for an email address.

 

Stay on Top of SEO

 

SEO techniques are always changing, but that’s not an excuse to fall behind in the latest trends. Your website should be mobile friendly and include links and anchor text, fast load times and good keyword usage. Always write content naturally. It should speak to your audience rather than the search engines and include keywords that people commonly search for. Social signals are also important.

 

It’s almost impossible to know what trends will dominate content marketing in 2016. But, it never hurts to try. Consider what worked well for you last year and what didn’t, and make the proper adjustments. Armed with new changes and an awareness of the latest trends, your content marketing strategy is bound for success.   If you would like help developing your content marketing strategy or your content, give WSI New Media Marketing a call today!

 

Organic vs Paid Marketing: Why You Need Both

Ken Bowden - Monday, June 15, 2015


If you’re new to the world of internet marketing, you may be overwhelmed by the advertising and marketing options available to you. Organic marketing? Paid marketing? They can both bring you incredible results – but which do you really need? The answer is both.

What is Organic Marketing?

Organic marketing has quite a few components but is generally defined as anything you do to promote online content people want to see. With organic marketing, your potential website visitors find you via content you’ve published on the web – on your blog, on other people’s blogs, and even on social networks. The distinction is that with organic marketing your content is found without the aid of any type of paid media. These techniques rely on the understanding and implementation of SEO strategies

What is Paid Marketing?

Paid marketing is just that – marketing techniques that usually involve ongoing investment. These techniques usually include ad placements in PPC (Pay Per Click) campaigns, bringing your ads to the top of search engine results – usually above organic results.

Which Do I Need?

Both. You definitely need to use both to market your business.

SEO and organic techniques are important because people tend to trust organic searches more than ads. The search engines love quality, relevant pieces of content that web users will actually find helpful and the things you do organically will help you to maintain long-term success down the road. You may still have to direct marketing dollars at creating content and having it published, but dedicated effort will put you on the path to success for the long-haul. SEO is great for all search engines, too, whether you’re looking at Google, Bing, Yahoo, or any other current or upcoming platform.

PPC campaigns mean spending your marketing dollars on ads, but the benefit is that your results will be immediate. While you do need to make sure you are testing your ads so that you don’t overspend, the instant gratification of seeing results from your ads will not only bring in business but will help you to promote newer products and services until your organic methods take hold in the search engines.

Believe it or not, what you do with PPC will impact your organic SEO efforts, and the same works in reverse. The better the rankings on your website pages, the better your ROI (return on investment) on your PPC campaign.

Advertising feels like a foreign language? Don’t worry. You’re not alone. Get in touch with WSI today to find out what we can do to help you run successful SEO and PPC campaigns. You’ll be amazed at how much WSI can do for your business.

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