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All posts tagged SEO

EXPERT SERIES – The Difference Between Good and Bad Content—And Why It Matters

By Pat Giammarco, our new partner with PWG Marketing

Content is the lifeblood of your website. Visitors to your site are looking to gain something from viewing your website: blogs, articles, and ideas. All of these elements work together to convey your message and define your brand.

But, let’s face it… not all content is created equal.

Good content is interesting, actionable, well-written, and properly formatted.

Bad content is, well, bad.

Keep It Interestingdesktop computer news

Content should be interesting. It should be useful and answer questions or address your readers’ needs. Higher user engagement—how long a person stays on your site after clicking a link from a search engine—helps improve your site’s page rank. More importantly: interesting content gives a user a reason to stick around and to return.

Ask yourself why someone would read your content. What would keep them hooked and spending time on your site? These are questions that you must answer when creating content for your website. Users want real information that provides something they need, not generic filler material.

Action Is Important

Content should always contain a call to action. The most important reason to write something is to get people to do something, such as make a purchase, change an opinion, or simply continue reading. Does your content tell your reader what you want them to do?

If you’re writing about a product that you’re selling, the article should contain a link to purchase that product. If you’re promoting an event, you should tell the reader how to buy a ticket to attend. You also may feature articles and blogs that aren’t for promotional purposes. Sometimes, a persuasive article may serve to encourage the user to continue reading at another source.

Spelling and Grammar Matter

Good content is well written. Content must be free from errors, readable, and easy to understand. Spelling mistakes and confusing sentences can turn readers away, even if the ideas are great. Readers won’t accept your webpage as expert content if they have to wade through comma splices and poor spelling to make sense of it.

Proper writing may not be an easy task for everyone, but spending a few extra dollars for professional writing or editing will be better for your business than pushing through with bad content.

Keep It Organized

All of your content should be properly formatted for readability and labeled with an easy-to-understand and informative title. Titles should be more than cursory labels; they need to tell your readers exactly what information they can expect to get for consuming your content.

Once visitors begin reading your page, they need to stay engaged. Break up your content into smaller blocks of text organized by a common idea. Massive, repetitive paragraphs are off-putting and give readers a reason to leave your page and search elsewhere for information. Subheadings and bulleted or numbered lists are irreplaceable tools that can take a wall of text and divide it into a user-friendly, welcoming copy.

Your website needs exceptional material to keep visitors excited and coming back for more. We can provide expertly crafted content and strategies that will get you found, engage your audience, and convert visitors into paying customers. Contact us today for a free online content audit.

EXPERT SERIES – Benefits of Pairing Organic SEO Efforts with a Site Redesign

 

main_image_developmentWritten by Joe Jorgenson, President

Over the past several years, Google has shifted its focus to the ongoing activity and engagement level of businesses, and their websites, to help determine rankings. The efforts a business takes to improve its position without engaging in paid advertising, or Pay-Per-Click campaigns, is referred to as Organic Search Engine Optimization. The most common efforts include:

  • Launching a Blog and implementing an aggressive approach to producing new blog content.
  • Producing case studies, white papers or in depth analysis of services offered by the company.
  • Adding multiple well designed, single focus, landing pages with clear calls to action.
  • Keywords and Meta tags count for less than they once did, but they still matter.
  • Tracking your visitors beyond the monthly hit count. Where did they come from? What did they search for when they came to us? What page did they leave from? Was there a conversion?
  • A link building strategy can take time to implement, but is effective.
  • Social Media is a necessary evil in today’s competitive business environment.
  • Mobile responsive web designs or retrofits make the site better for mobile users and will be rewarded in searches performed on mobile devices, which is more than 50% on Google.

Most of the effective Organic SEO work has to do with ongoing activity. Putting programs in place that require content contributions for all levels of your organization spreads the work around and allow for a better engagement across disciplines. Sharing the results of keyword research will help inform those contributors as to the company’s digital marketing objectives, the competitive landscape and will help to improve the content’s effectiveness. Too often a variation of a phrase will get searched for many multiples more frequently than another. Knowing this from the beginning will help those authors use the most effective phrasing.

The same content can be summarized, linked to and referenced on social media to provide quality content consistently. Social media allows for a more relaxed tone. Quality engagement can come from all types of posts, including the simple ‘Friday Funny’, sharing a local sports team’s post or wishing everyone a safe holiday weekend can get as many likes or shares as a well prepared article.

If Organic SEO is tied to the level of engagement and activity, why is a website redesign a recommended addition to most plans? Why do clothing stores spend so much time staging their products? The consumers have already driven to the store, parked and walked in. Why spend so much time and money month after month to make the store look beautiful? The answer is to increase the level of engagement with the consumer, to increase the conversion rate and to sell each person more each time we interact with them.

Some of the specific benefits of a redesign are:

  • Consumers feel high quality, modern websites reflect that the company is more trustworthy, more stable and that the interaction on the website will be more secure.
  • A redesign can afford the opportunity to place contact forms on every page, without looking forced.
  • Anchors to blog content can be placed on relative pages allowing for an automated way to update content throughout the site. The homepage shows the three most recent blog articles. A particular service page could show the three most recent blog posts pertaining to that service. Post one blog and update 5 pages by hitting save.
  • The cost of retrofitting a site to be mobile responsive or to include common conversion tools can often cost as much as rebuilding the site from scratch.
  • If updating content on your site frequently is something Google rewards, a redesign will see every page on your website updated at once.

high street tattooThere’s no silver bullet. There’s no one answer and the person who emailed promising to get you to number one on Google is either lying or is selling Pay-Per-Click. The most effective solution is to have the best website and to publish the best content, period.

Start with a plan for how to manage the ongoing content generation, social media interaction and research into how your current site has served. From there, look at competitor’s websites and similar businesses from other markets to see how they’ve structured their site. Look at other websites for businesses who serve the same people you’re trying to reach. Take the best pieces from each, come up with a design that reflects well on your brand, then build a new website!

But remember, the best race car in the world won’t win anything unless you put gas in the tank and drive it.

Robintek News – January 2016

 Robintek Featured Product of the Month

SEO

With so many ways to manage your business’s online presence from social media to SEO, it‘s easy to become overwhelmed. Robintek offers Full Service SEO and marketing management services to optimize your online presence. Robintek can manage your local content, listings, social pages, media and analytics. By working with our SEO specialists you can make sure that your business has consistent messaging and branding across all platforms and we can help you leverage your brand’s analytics to maximize your business’ online performance.  Click here to learn how! 

 

Robintek Featured Project of the Month

tequila cowboy

Tequila Cowboy

Tequila Cowboy offers an exciting experience with dining and a revved up nightlife.  Tequila Cowboy is your one stop party when you come to Nashville, Columbus, or Lansing, with four venues under one rock’n rooftop!

Industry News
 
What Does Social Media Have To Do With SEO?

Everyone and their brother has a Facebook page now, thus, most businesses out there either have one or have considered the importance of having one.  It’s like eating your vegetables and exercising, we know we need to do it, but sometimes, life just gets in the way.  Can this have a bigger effect on your website’s SEO?  In the spirit of awards season for our favorite movies and TV shows, let’s explore, using some great quotes to guide us.

“If you don’t like what’s being said, change the conversation.”

The business world has changed a lot in the last ten years, thanks to the proliferation of social media.  Don Draper from Mad Men coined the phrase above, but unfortunately, Mr. Draper
hadn’t foreseen a day when the consumer has just as much power to control the message about a company, as the company itself.  Social media gives companies a human voice, and allows for far more interaction at a personal level.
However…

“With great power, comes great responsibility.”

Spiderman’s Uncle Ben wasn’t talking about brands using social media when he was talking with his nephew Peter Parker, but his quote holds true.  Posting to social media generates content on a page that links to your website, which Google views favorably when ranking search results.  A website may contain more keywords, but if you are the one with more social media engagement and updated content, you will get the higher bump.  Also, with consumers now having more access to companies on a much more visible level, as a business owner, the onus is on you to engage and interact, particularly if there’s an issue that needs addressed. 

“I’m gonna make him an offer he can’t refuse.”

When Marlon Brando’s Don Corleone uttered one of the most iconic movie lines in history, he had no idea that it could be used in the marketing and social media world.  That would have been something, social media was still 30-ish years away from even being the apple of the internet’s eye.  Nonetheless, when stuck for something about which to post, don’t talk about you – talk about your customers!  We now know how important it is to keep up engagement, so take a page from Don Vito:  Make them an offer they can’t refuse.  If nothing else, tell them how they can find value in your business, how they need to come see you…or else.  Ok, maybe not that strongly, but you get the idea.  

“Carpe Diem.  Seize the day, boys.  Make your lives extraordinary!”

Social media isn’t something to just “sit down and do.”  Mr. Keating from Dead Poets Society challenged his students, and us, to constantly look at things in a different way, which means when cool moments happen at work, take advantage of them and share them with the world!  Own an auto repair shop and just got a rare old Porsche that pulled into your lot?  Have a small shop on a main street when a parade is going by?  These are all real, real-time moments that are great for driving social media engagement and interaction.  Grab that smartphone, snap a couple of pictures, and tell the world what’s going on!

“May the force be with you.”

Well, this one was obvious, but the message holds:  Get out there, engage, and reap the benefits!

Industry News

Paid Advertising and Mobile:  ¡Viva La Revolucion!

It seems like all things mobile are all the rage today, doesn’t it?  Well, it’s true…in April of 2015, for the first time ever, more Google searches were done on mobile devices than desktop computers.  That means people are searching for services on the go.  Having the power to reach people anywhere, at any time sounds pretty good, does it not?  Enter paid advertising, or PPC.  When you do a Google search, those are the items that appear on the top of your results with “Ad” next to them.  The only cost incurred to the advertiser is when someone clicks on the ad.  The
option is also there to pay per 1000 impressions, or “sets of eyeballs” that see the ad.

It doesn’t stop there, however, as Facebook has become a big player in paid advertising within its own platform.  Any time you are scrolling through your news feed, and you see a “Sponsored” update, that’s what it is.  Both services allow for targeted audiences to receive your message, while Google’s messages are largely text-based, Facebook’s are image-driven.

Paid advertising allows your message, promotion, or website to be exposed to a much greater audience, mostly of your choosing.  On mobile devices, having a mobile-responsive website keeps cost-per-click down and ensures your ad will be shown as much as possible.  For Facebook updates for business pages, photo and video are almost required in order to get a lot of organic (non-paid) exposure, so these are the best posts to promote to a larger audience.

Robintek’s SEO and PPC specialists help you understand the nuances of this ever-evolving world.  We’re happy to be of service to help you grow your business!

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Robintek News – December 2015

MERRY CHRISTMAS FROM THE ROBINTEK TEAM!

Merry Christmas from Robintek

Robintek Featured Product of the Month:

Mobile Website Design

Creating a strong brand and identity for your business allows you to consistently and clearly communicate and build your reputation with your clients. There are many aspects to a strong brand design including logo design, branding guides, and design consistency in all your business’ marketing materials. Robintek can help you develop your brand and identity design.


Robintek Featured Project of the Month:

GODofGAM3Z.com Kickstarter Campaign

We have helped GODofGAM3Z launch a fantastic idea for matching casual and competitive gamers to meet, play, and share their experiences!


Industry News:

Search engine king Google has announced that its Google+ network is putting more emphasis on “Interests,” and thus diminishing its Google+ Local pages for businesses.  They have reiterated that they are still committed to local search, but do not believe Google+ is the proper platform for displaying business information.  You can read the full article here, via Search Engine Journal, but here are the highlights:
  • Google+ started as a social network, but never gained the traction they were looking for to compete with the likes of Facebook. They kept the elements that were successful, like Photos, Communities, and Collections.  Google+ Local was the place where Google displayed local business data, but have decided that is no longer the appropriate place for that information.
  • The change will not affect SEO or the ability to attract new customers from Google. They will continue to display local business data in both normal search results and in map results, in fact, the map results now contain more information than ever about local businesses, which is a good thing.
  • The Google My Business dashboard is not changing, as a business owner, you will still update any information about your business there. Data from there will show up in Google Search, Maps, and mobile search.
Local Search is still an immensely powerful tool to attract new customers.  Per the article, here are some statistics that support this:
Robintek SEO services target local search and review your website to elevate your business in search results using a variety of tools, starting at $95/month.  Consistency is key, and Google will reward businesses that have consistent information across the web.  Our specialists know the best techniques for your business, let us know how we can be of service!

Industry News:

Does Mobile Friendliness Affect Your Website’s Search Ranking?

Mobile responsiveness is one of the biggest hot-button topics in digital marketing in 2015 as we head into 2016, and that was only strengthened by Google’s algorithm change in April of this year, putting a premium on mobile-friendliness of websites as one of the more important parameters for good search ranking.

In addition, 2015 is the first year that more Google searches take place on mobile devices than on computers in the United States.  In anticipation of this, Google made the change to their algorithm to emphasize the importance of either mobile responsiveness of websites, or the existence of a standalone mobile website or landing page.  Google has also created a mobile-friendly test tool that allows users to enter a webpage URL and see if it is responsive.
Per Google Webmasters’ blog, this update will not affect searches from tablets or desktops.  Only mobile-friendly pages on a website will feel the positive impact, not the entire site, so essentially, making one page mobile responsive doesn’t mean Google will recognize your website as a whole to be mobile-friendly.  Finally, mobile-friendliness is recognized equally whether you have a responsive website design, or a standalone mobile site.
Robintek has been building mobile responsive websites for many years and has retro-fitted many sites for mobile-friendliness as well.  We are happy to consult on your needs and budget to determine which path is right for your business.  Let us know how we can be of service!

Does Mobile Friendliness Affect Your Website’s Search Ranking?

Mobile responsiveness is one of the biggest hot-button topics in digital marketing in 2015 as we head into 2016, and that was only strengthened by Google’s algorithm change in April of this year, putting a premium on mobile-friendliness of websites as one of the more important parameters for good search ranking.Mobile-friendly websites are good for search ranking in Google.

In addition, 2015 is the first year that more Google searches take place on mobile devices than on computers in the United States.  In anticipation of this, Google made the change to their algorithm to emphasize the importance of either mobile responsiveness of websites, or the existence of a standalone mobile website or landing page.  Google has also created a mobile-friendly test tool that allows users to enter a webpage URL and see if it is responsive.

Per Google Webmasters’ blog, this update will not affect searches from tablets or desktops.  Only mobile-friendly pages on a website will feel the positive impact, not the entire site, so essentially, making one page mobile responsive doesn’t mean Google will recognize your website as a whole to be mobile-friendly.  Finally, mobile-friendliness is recognized equally whether you have a responsive website design, or a standalone mobile site.

Robintek has been building mobile responsive websites for many years and has retro-fitted many sites for mobile-friendliness as well.  We are happy to consult on your needs and budget to determine which path is right for your business.  Let us know how we can be of service!

Learn More About Mobile-Friendliness

WordPress Security Update – December 2015

To Our Valued Clients,
The following is an important announcement for any of our hosting customers using the WordPress platform for their website or blog:


WordPress 4.4 is now available. This is a core upgrade for all previous versions and we will begin updating your sites immediately.

During the update process, your site will be placed into “Maintenance Mode” until the new software installation is complete. It is also possible that the core WordPress software upgrade could affect other functionality on your website.

If after this update you notice any changes in aspects of your website or if you have any questions concerning this most recent security release, please email us at info@robintek.com or call 614-888-3001.

Thank you,
The Robintek Security Team

Google Is Changing The Way It Shows Local Search Results

Search engine king Google has announced that its Google+ network is putting more emphasis on “Interests,” and thus diminishing its Google+ Local pages for businesses.  They have reiterated that they are still committed to local search, but do not believe Google+ is the proper platform for displaying business information.  You can read the full article here, via Search Engine Journal, but here are the highlights:google local

  • Google+ started as a social network, but never gained the traction they were looking for to compete with the likes of Facebook. They kept the elements that were successful, like Photos, Communities, and Collections.  Google+ Local was the place where Google displayed local business data, but have decided that is no longer the appropriate place for that information.
  • The change will not affect SEO or the ability to attract new customers from Google. They will continue to display local business data in both normal search results and in map results, in fact, the map results now contain more information than ever about local businesses, which is a good thing.
  • The Google My Business dashboard is not changing, as a business owner, you will still update any information about your business there. Data from there will show up in Google Search, Maps, and mobile search.

Local Search is still an immensely powerful tool to attract new customers.  Per the article, here are some statistics that support this:

Robintek SEO services target local search and review your website to elevate your business in search results using a variety of tools, starting at $95/month.  Consistency is key, and Google will reward businesses that have consistent information across the web.  Our specialists know the best techniques for your business, let us know how we can be of service.

Learn more about SEO!

Robintek News – November 2015

Christmas and Holiday Photography Baby

Custom Holiday Cards and Christmas Photography

With the holiday season fast approaching, now is the time to think about correspondence and photography with a more wintery feel. Robintek is happy to help in this arena! Whether it is designing custom holiday cards in print or digital format, or taking photos of your staff on “Ugly Christmas Sweater Day,” consider us your one-stop shop for any and all of these things.

Also, think about the photos on your website. We can adapt your homepage to have more of a holiday or winter feel, with pictures containing holiday lights or snow, whatever your preference, Robintek can make it happen. Let us know how we can be of service!

Robintek Photography

AlaskOmega Website Launch

We launched the AlaskOmega site this past month, let us know how we can make your website as beautiful!

About this Client

“Organic Technologies is the producer of MSC-certified AlaskOmega® omega-3 concentrates and natural fish oil products. We start with wild-caught Alaska Pollock oil from the cold, pure waters of Alaska’s Bering Sea, which is then further refined and concentrated in our family owned and operated NSF-certified GMP facility in Ohio.”

AlaskOmega
 

November Newsletter

Industry News: SEO

You Keep Saying SEO – What Does That Mean?

SEO is a hot term in the marketing world today, and it seems like it’s one of those things you need, even if you aren’t exactly sure why. In the digital marketing realm, SEO is the cornerstone to any good strategy for businesses of all shapes and sizes.

First things first, what does it stand for? SEO is search engine optimization. We can almost hear you saying to yourself, “great, I’m still not sure what that means.” Search engine optimization is the practice of ensuring that a website can be found on search engines, by “baking in” relevant words and phrases for your business, as well as generating new content for the site (blog, updated FAQs) and having links to your company social media channels.

Why is this important? If you’ve put forth the effort to have a great looking website, the objective is to have as many eyeballs see it as possible, and for that to happen, the effort to make it optimized for Google (and Bing, Yahoo, etc.) needs as much attention and care as the aesthetics of your website itself. It doesn’t stop there though, as there are directories out there everywhere (YP.com, WhitePages, CitySearch, etc.) can list your business under specific categories, and having accurate name, address, phone number, and URL information (NAPU) is very important.

Google is the Goliath of the search engine realm, so any SEO efforts need to be made with them in mind first. What does Google want to see in order for your site to come up as highly as possible? Things like the title of the webpage, the meta description, and the headers need to be “keyword-rich” with the most relevant terms that users will type into a search engine to find your type of business. For example, if you have an antique shop, terms like “antique” and “vintage” should appear frequently.

Going beyond the keywords and phrases that will help your website get found, it’s not enough to just do those things once and leave it be. Google rewards sites that are constantly generating new content, whether that is in the form of a blog, or updating a frequently asked questions page, or even frequent posts to your social media channels. Reviews are ever increasing in popularity and importance to search engines. Google business pages now prominently display star ratings based on the reviews they’ve received.

As if that is not enough, Google also looks favorably on websites that are responsive to mobile devices, meaning they will shrink and reshape themselves on the screen of a phone or tablet, without sacrificing the integrity of the site and its content (not to mention, making sure you can still read it!)

Still not convinced as to why SEO is important for your website? Consider these numbers, courtesy of Paper.li and Forbes:

  • 97% of consumers now search for local businesses online
  • 78% of small businesses get at least a quarter of their new customers via social media
  • 75% of users do not scroll past the first page of search results
  • Over 82% of internet users use search

Robintek has the expertise to help with all these things, from redesigning your website to be sure it is properly optimized to feeding your business’ accurate NAPU info to over 75 directories in one fell swoop. The process might seem overwhelming, so let us know how we can be of service to you!

Request a Consultation

Let Us Help With Your Digital Marketing Presence

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Enhance Your Digital Marketing Presence


We Analyze Your Web Presence on 50+ Leading Sites!

What does your digital footprint look like? Are you being found when people search online? Making this happen takes a concerted effort, from getting your website built with the right SEO and branding, to updating the content, generating reviews from your customers, and ensuring that information about your business is consistent and correct.

Business Photography, Graphic Design and more!

Do you need professional photos of your team, or great looking photos of your products? You’ve got a new business to run, leave the rest of the heavy lifting to Robintek and we can work on your digital marketing presence. Please let us know how we can be of service to you, we’d love to be your digital marketing partner in your new venture!

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The Evolution Of SEO Trends Over 25 Years

Check out this article, posted by Search Engine Land, that takes you through 25 years of SEO trends.

“SEO has evolved from the simplicity of a single-celled organism into a living, breathing, and adaptive structure used to create valuable and relevant relationships. Today, SEO connects a generation of knowledge-hungry individuals to targeted information through a network of personalized, accessible, and engaging content media.”


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