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Blogging: A Most-Important Part of Your On-Site SEO Strategy

Fri, Feb 19, 2016 @ 12:54 PM / by Myke Amend posted in SEO - search engine optimization, Internet Marketing, Website Design, Industrial Marketing Content, Marketing Content, Graphic Design, Internet Development, Advertising Design, Web Design

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When it comes to Internet Marketing the phrase "Content is King" is tossed around quite often, but when it comes to Internet Marketing, and especially Search Engine Optimization, it is important to remember that only the right content, the most relevant content to connect your business to your potential customer should reign supreme.

In considering how to streamline your site to attract visitors who match your several-to-many buyer personas, and when optimizing your site so that search providers can point these visitors your way, it is necessary to realize that there is no way that one or even a handful of pages could ever manage to cover all of this. Trying to gear even a forty-page site toward even one target audience, when so many possible keywords and long-tailed keywords are needed, will surely only result in a loss of keyword saturation per-page and hurt your search engine optimization.

Other Advantages of Fresh Content over a Static Page Site:

  • Static pages, though essential later in the decision-making process, do not make for the sort of content potential customers crave when seeking solutions.
  • Search providers are also on the hunt for fresh content in order to direct their users to the most relevant and most up-to-date information.
  • Having a larger site, allows for more-specialized content, each page with its own content geared toward a smaller, more-precise sample of the larger target audience, with content geared more-specifically toward their needs.
  • Blogging is not only the best approach at White-Hat SEO, it is a great way to avoid the pitfalls of Black Hat SEO

In order to understand why that last bit is so incredibly-important, one must first know a little bit about both White Hat and Black Hat SEO.

What is White-Hat SEO and What is Black-Hat SEO?

Search engine algorithms are constantly changing, and sometimes staying on top of it all can seem daunting, but when you think this work from a point of view outside that of a marketer, developer, or site owner, it all becomes much, much more simple:

The goal of the search engine is to connect users with the most useful, most precise, most specifically-targeted content to fit their needs. Site owners can benefit from this in that those who visit their site are more likely to be doing so intentionally, in search of related products, services, or solutions. Visitors also benefit from information relevant to the problem they are seeking to solve. These people may become return visitors or even customers, especially if they are brought to the correct page of the site to begin with, which is another important part of your site's relationship with search providers.

Ideally, these visitors will land on that perfect page to encourage them to stay and read. If that content is informative and interesting, that content likely to be shared or bookmarked as a part of the visitor's decision-making process. If that content does not offer valuable information, and does not give the visitor any feeling that they may be in the right place, the visitor will often return to the search provider and try other search results. You may never see them again, even if they were looking for services you offer.

Like visitors, search engines pick up on these things too. Search providers' algorithms are streamlined more and more every day to help their users find what they are looking for, and avoid sites or pages that misrepresent or fail to represent what they have to offer. This is why you need to learn how to recognize and avoid Black-Hat SEO tactics.

Some Signs of White-Hat SEO

  • You are looking to bring the right visitors to your site, which are visitors who have problems or needs that you can solve.
  • You are seeking to reward their visit with information valuable to their decision-making process.
  • You use accurate keywords in your content's description, title, and url.
  • Keywords can be easily found within the visible content of your page, and make sense in their context, because they are an actual part of the content.
  • Inbound links come from satisfied visitors, leaders in your industry, or magazines and blogs related to your industry.

A Few Signs of Black-Hat SEO

  • Keywords are repeated over and over in the content, to the point of making the content difficult to follow or unpleasant to read.
  • Keywords are in content that is hidden, where it serves no use to the visitor at all.
  • Inbound links are from pay-by-link sites, comments on blogs, pages/sites that serve no purpose other than to provide indexes of junk links.
  • Image alt tags are not worded to inform the reader, who may be sightless or may be a search crawler, what the image actually contains.
  • Content is duplicated from elsewhere, or copied and reworded to seem like unique content.

Black-Hat SEO is very-easily recognized if you think of it: Black Hat SEO is any approach that seeks to trick or manipulate search providers.

White-Hat SEO is just as easy to sum up: White Hat SEO is about creating great content in order reward the right visitors, and minimize bounce rates.

Bounce rates help no one. High bounce rates will only serve to make your marketing a more frustrating process, and prevent you from fine-tuning your marketing machine to reward the ideal visitor for finding your site.

Good SEO, and a good inbound marketing strategy is all about quality links from search engines leading to quality content specialized for quality leads. Quality *and* quantity are essential toward good keyword saturation because good keyword saturation is no-longer just about a page or a post, but the entire content of a site or domain. Site-wide keyword saturation *and* content keyword saturation work together to bring a visitor to the right page of the right site.

alt tags misused in web design can annoy those without sight and could harm search engine placement.

Diagram: How to annoy with alt tags

Blogging and Site-Wide Keyword Density / Keyword Saturation

Blogging is most beneficial from an SEO standpoint, not just in garnering shares and other relevant inbound-links to expand your authority, but in adding to the overall keyword density of your site. Adding to the keyword density of the site as a whole is much more effective than filling individual pages or posts with keywords. New posts also expand the site with fresh, unique content to be indexed, which search engines love.

If your site has 2000 original posts, and 1750 of those posts are somewhat-related to gardening equipment, your post on selecting the right tiller has a good chance of ranking well. If it is useful enough to be shared by a few individuals, it will rank even higher.

Image of advertisement done for Cincinnati Industrial MachineryThe Value of Unique Content

I stress original because unique content is very valuable to your SEO, but shared or duplicated content can have the opposite effect, and serves mostly to give authority to the website(s) of the originating source(s).

Have you ever searched for information and only found the same point of view over and over again in near-identical wording over a few hundred websites? Frustrating, isn't it? In order to eliminate this frustration, those sites that are sharing information, white papers, and other content provided to them, are far less-likely to get good search placement. - and reword as you will, it will likely be recognized as duplicate content. Doing this only serves to boost the search authority of the originator. Sharing, in moderation can be beneficial to your site's overall keyword density, if you don't overdo it, and remember to only share content that has value for your visitors.

Unique content through blogging (and blogging regularly) will allow you to have focused, targeted information on your site for the many individuals that make up your many prospective customers and will allow you to boost the authority of your site for all of those individuals as a whole.

Blogging has become the most essential on-site tool for inbound marketing, and is a must for anyone whose business model depends on being found through search providers.

 

If you are interested in our services for blogging, articles, news releases, advertorials, other content services or custom-building a CMS/COS for your web site, please don't hesitate to give us a call at 513.961.1174 or contact us through our contact page.

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12 Changes That Will Impact Your SEO Strategy (Or not.)

Mon, May 25, 2015 @ 12:12 PM / by Chuck Lohre posted in Industrial Marketing, Inbound Marketing, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, CMS - Content Management System, Industrial Search Engine Optimization - SEO, Industrial Marketing Content, Marketing Content, Internet Design and Development, Social Media Marketing and Advertising, Internet Development, Content Creation, Internet Advertising, SEO Strategy

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May 25, 2015 // 7:00 AM, From a Hubspot Post with commentary by Chuck Lohre for the industrial search.

Written by Young Entrepreneur Council (YEC) | @

seo-changes.png

SEO is a moving target that can really affect your business. This means that as a startup founder, you need to be prepared to make your strategy work no matter what Google enforces.

(Industrial search doesn't move that much. Sites we have done for hugh water pumps ten years ago are working perfectly well today. There product hasn't changed in 50 years. Why should their site? They just keep getting orders from around the world because we wrote the site for people looking for that very unique pump. If we had anything new to say we would, but we don't)

We asked 12 entrepreneurs what trends they have noticed in the past year and how they have prepared their business. Here's what they have noticed:

1) Increasing Attention to the User

In the past, SEO was all about manipulating data and keywords to gain search engine rankings. However with the leak of Google's Quality Rating Guide back in August, it has become crystal clear that modern SEO is all about adding quality rather than quantity. We shifted our entire content marketing strategy to be about the user, creating engaging content that compels our audience to take action.

– Phil LaboonEyeflow Internet Marketing

(Still, you have to use the words that your visitor is searching for. Search engines can't guess what you are thinking.)

2) Optimizing for Mobile Traffic

Google recently started including a 'mobile-friendly' notion next to website for mobile search results. Making sure you have this next your site increases the CTR for your website and the over amount of traffic. I suggest you test your site with this Google tool.

– Yossi FishlerAndy OS, inc.

(It's all the rage but the jury is still out on this when it comes to multi-million dollar machine tools. A very large percentage of those searches are on a desktop and not a tablet or cell phone.)

3) Emphasizing the Importance of Social

Whether it's social sharing from your site or traffic coming from social media, the importance of social engagements is really affecting SEO. It's part of SEO's way of measuring interactions with your pages and content, which are proving to be more and more important. If no one is interacting, it reflects poorly on your page quality and hurts your chances of ranking.

– Brooke BergmanAllied Business Network Inc.

(The largest social feedback we get is when we misspell a word! Of course we were explaining the energy involved in a process and the preventive maintenance procedures.)

4) Identifying Negative SEO

With penalty algorithms, negative SEO can now impact businesses that are not carefully watching their backlinks and other metrics. There have even been studies of sites hit by negative SEOs that sent bogus traffic and negatively impacted bounce rate and CTR from Google SERPs. Watch your link profile, analytics, and be on the lookout for misuse.

– Marcela DeVivo, Gryffin Media

(The only backlinks we have are from industry directories we like and our customers use.)

5) Focusing on Storytelling

Keyword stuffing is a thing of the past. Now, artful storytelling is the only way publishers will get visibility in the SERPs. Our business focuses on helping brands create compelling content with YouTube creators, so updates to the Google algorithm have been immensely helpful in improving our value proposition to clients and the long-term value brands get from their Grapevine campaigns.

– Danny WongGrapevine

(Keyword stuffing doesn't mean not using you keyword in the URL, title, headline and body. That's just common courtesy to the visitor. And to the search engines.)

6) Introducing More Penalties

Our daily tests from 5,000+ sites prove that you will get penalized for both on-site and off-site issues that you may not be aware of. Look closely at the quality of pages you're indexing in Google, eradicate duplicate content, improve your user experience, and ensure you're monitoring your incoming links, disavowing those that are working against your assets. It matters more now than ever before.

– Alex Miller, PosiRank LLC

(We're not sure if this is duplicate content. But it would be if this was a much more popular blog.)

7) Looking for a Google+ Page

If you are a local business, having a website isn't enough to rank well in Google's local search listings. If you want to rank well you need to unlock, verify, and optimize a Google+ Business Page (referred to more recently as a Google My Business Page). If you want to maximize your search traffic from Google, treat your Google Business Page as you would your website, and optimize accordingly.

– Kristopher JonesLSEO.com

(It's fun to update your Google + page. Not sure if it effects much yet.)

8) Aggressively Targeting Blog Networks

At the beginning of 2014, Matt Cutts, head of webspam at Google, announced that the idea of "guest post networks," which had been effective in the past, were on their way out. In the middle of 2014, Google took action against several large networks, including MyBlogGuest, and penalized many high-ranking sites that had participated in linking schemes. Guest bloggers need to rethink their strategy.

– Sathvik TantryFormSwift

(This is the practice of making a post to your blog with a URL to the site they are promoting. They are done by robots and sounc goofy.)

9) Optimizing for User Experience

Where do take your SEO strategy when you've got links, titles, and content covered? Recently we've revamped our site to offer a better user experience. Within three months of rolling out the changes, time on site is up 30% and our bounce rate is down 9%, all while our search traffic is up almost 110%. Google is looking for quality indicators. Make sure your user experience isn't sending the wrong ones.

– Nick ReeseBroadbandNow

(What is a better user experience? Making it easy to find what they are looking for with out looking too busy.)

10) Becoming More Predictable

SEO is now easier than it has ever been thanks to big data. The key to successful SEO is having a strategy in place that records your previous efforts, compares those efforts to your current results, and then predicts which activities will provide the most value in the future. SEO was an art before big data. Now it is a science.

– Roger BryanEnfusen Digital Marketing

(Determine the keywords that are important to your business. Write your content to educate the visitor about those topics. If you don't rank, buy AdWords, but never stop trying to rank free naturally. We have retired AdWord programs after the client's site was ranking naturally for all the important phrases.)

11) Using Location as a Source

Since we are a global identity verification company, it's important to understand how changes in Pigeon's algorithm would affect the visibility of our website in local listings.

– Stephen UffordTrulioo

(Even un-local purchasing is effected by location. Local offices and sales reps are the cause.)

12) Optimizing for Entity Search

We're always looking for opportunities to increase our footprint in Google's search results. With more search queries 'answered' directly in Google's search results, we only need to spend a few hours of development to be eligible for inclusion. As semantic markup expands to identify more entities, our business will be relevant for more complex and user-specific queries.

– Andrew SaladinoKitchen Cabinet Kings

(What he means is, if the visitor can get their answer by never clicking on your link, Google has succeeded. But a tree does make a sound even is no one is there to hear it.)

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Internet Marketing: Google Analytics Best Practices

Mon, Aug 18, 2014 @ 10:24 AM / by Lauren Campbell posted in Inbound Marketing, Marketing, SEO - search engine optimization, Internet Marketing, Adwords, Marketing Strategy

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After attending a Google breakfast hosted by TopSpot last week, we at Lohre & Associates learned some valuable information on how to use Google Analytics most effectively and efficiently in the industrial market and we thought it would be great information to pass onto you, our readers.

Understanding User Behavior:

Google Analytics Best PracticesThis is a key component and probably at the heart of Google Analytics. The presenter, David Underwood from TopSpot, stated that the User Behavior tab in Analytics should be checked and monitored daily. User behavior includes New vs Returning visitor reports, Frequency & Recency and Engagement in time and pages. Knowing your user and how they function on your website is crucial to knowing how to maximize AdWords campaigns and your ROI in the realm of digital marketing. This allows you to better understand your users and provides information on behavioral patterns that can help drive content on your site. If you’re investing a lot of time and energy into developing one area of your website and don’t recognize that there may or may not be people using it, you are wasting time, energy and money on developing an unused portion of your site. This can even drive some companies out of the competitive market.

Internal Site Search:

One of the most valuable tools to have on your website is an internal site search. Allowing users to search through your site by typing in what they are looking for is not only extremely user friendly and makes their life easier, but it helps provide you with valuable information regarding how users are utilizing your website. This is prized data in the Google Analytics realm. This can not only help with SEO, but can also tell you where to invest more time and money into your website, if needed, and can give you information on AdWords campaigns and how to make great bids. Knowing what users are looking for gives you an advantage and helps you spend more efficiently on campaigns; getting more bang for your buck.

Analyzing Your Link Profile:

Building links can be very beneficial to your website, however if done improperly, it can be extremely detrimental. Previous Google algorithms rewarded link building, the process of linking to other websites from your website. Once companies realized that this could improve SEO, people went ballistic and now Google is much more stringent with linking and/or back linking regarding SEO. The newest algorithms reward the quality of the links themselves and not quantity. Mr. Underwood had some horror stories describing companies that had upward of 6,000 or more links (one horrible situation had 60,000!!) on their website to other websites and the detriment it caused to their Google search rankings. It is now very important to utilize Google Analytics to analyze your link profile. This will tell you if you have too many links or very low quality links. It should also be noted that sometimes it can take years to remove bad links from a website, so you want to be choosy in the first place. You should also expect that high quality websites may charge, upward of $1000.00, to have a link on your website; you must decide if the money is worth it or not. 

Conversion Quality:

This point really resonated with me. You must really define what a conversion is and make sure that definition is clearly explained to both the sales and marketing teams. Some platforms and programs define a conversion by receiving a click on the contact us button or by receiving an email from a potential lead asking for more information; however, if the person contacting you is asking for a product or service you don’t offer, then is it really a conversion? The marketing team might think so because it popped up in their data as one, but the sales team won’t because they can’t sell what they don’t have. Example: If someone reached out to Lohre & Associates through the website, filled out a form for us to contact them, it would show up as a conversion for us; however, if they contacted us looking for a pet to adopt, we really can’t help them because we sell marketing and communications services. How is that conversion going to generate a lead? It’s not! (But, I am sure we would direct them to the nearest animal adoption agency, but that’s not what keeps us in business). So be sure to clearly define conversions and don’t always allow the data to make the final quality assessment in this category. 

Puppies and bunniesDeep Breath:

Google Analytics can be very overwhelming for individuals and companies. There is a lot of information to digest and work through, but once you get the hang of it, the benefits outweigh the anxiety. Here at Lohre & Associates it has always been a commitment, but we still learn more and more each day and love being able to share, not only our knowledge with our readers, but also our journey. We are happy to help with any questions you might have about Google Analytics and how it can benefit your company. 


If you liked this post you would like, "Review: "Designing B2B Brands" for industrial marketing communications."

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Download our free guide to Sales Lead Generation.

Sales Lead Generation Guide by Cincinnati Marketing Agency Lohre & Associates

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Dear Sir/Madam, "Revolutionary Industrial Marketing Idea."

Tue, Mar 25, 2014 @ 09:19 AM / by Chuck Lohre posted in Industrial Marketing Ideas, Marketing, SEO - search engine optimization, Blogging and Blog Content Creation

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Dear Sir/Madam

Hope you are doing well,

(We get these all the time but this one seems to be catching on to the inbound trend. We'll insert our comments where appropriate.)

Thank you in advance for taking the time out of your busy day to read and consider this. SEO is dead as we know it. The old math of increased back links and stuffing keywords is now a target for Google to identify your site and bury it in the search results. (We never did that.)

SEO is no longer a math problem, it's a human one. Social indicators are becoming key to Ranking and link algorithms are being retired. It's time for you to see the truth about SEO and adjust accordingly. (Still, if you want to be found for a certain keyword, you do have to use it on your page.)

So, here we got a customized Internet Marketing Proposal for you. Here below is the content marketing activities "Monthly Task and responsibilities"

1. Press Release Submissions (Your kiddding me? Give me 200 words on, "particle size reduction.")

2. Press releases, 400+ words written (See above but try, "feinblanking trends.")

3. Unique Articles will be written (Once every ten years we get to introduce a new product, "Is that unique enough for you?")

4. Web 2.0 Properties will be made (Guess it means a Facebook page.)

5. Unique "how to Articles" will be written ("How to get a building certified LEED Platinum," in 600 words.)

6. YouTube channel will be created (Is a free iPhone included?)

7. YouTube videos will be created by Animoto.com (paid) (If you don't know the subject, you can't communicate it.)

8. Will likes, shares, tweets, reedits, and 1+ in order to get natural back links. (Be sure to include Car Tranmission Institute, North American Die Casting Assoc. and Society of Mining Engineers.)

9. Anchor text diversity (will not use exact keywords for back links). (This is a new one on us.)

10. Will get Natural back links by link worthy articles (We do this by republishing educational industry news from our associations.)

11. Will draft & submit 5 articles to Ezinearticles.com (We'd like to but our articles pretty much need to be on the level of a Master's thesis.)

12. Will create Google+ page for your business (I wish Google+ would let Hubspot distribute our posts. We have to do it manually.)

13. Will distribute 15 posts daily via Google+ Page (Oh, my god!)

14. Will participate in Forum (Try creating a LinkedIn Group on "biodegradable hydraulic fluids") and see how far you get.)

15. Will create blog for your website (That's easy enough to do, if you don't include any posts.)

16. Will make 1 post daily on your blog (?)

17. Will bookmark real content to leading 150 Social Book marking sites as dig, delicious (Read Reddits science submission requirements, they need to be peer reviewed.)

18. Will submit your website to 10 leading Web directories as Dmoz.org On-Page work activities "Follow only first month". (There is no such thing as directories.)

19. Meta tags/Title tag changes (Fine.)

20. Keyword research/Analysis (Fine.)

21. Competitor Analysis (Fine.)

22. Analysis by our Paid SEOMoz Program (The blind leading the blind.)

23. Heading tag changes (Fine.)

24. Alt tag changes (Fine.)

25. Interlinking wherever required. (?)

26. Keyword density in site content. (Fine.)

27. HTML Site Map (Fine.)

28. XML site map and Submission in webmaster tool (You can't submit anything to anywhere.)

29. Ror.XML File creation (Fine.)

30. Robots.Txt File creation Extra work activities (Fine.)

31. Google Webmaster tool (Fine.)

32. Google Analytics (Fine.)

33. Html to text ratio optimization (Fine.)

34. Keyword Prominence (Fine.)

Sounds interesting? Feel free to email us or alternatively you can provide me with your phone number and the best time to call you.

Many Thanks

Best Regards,

Monika Singh

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Do you care more for your audience than SEO?

Mon, Mar 10, 2014 @ 09:31 PM / by Chuck Lohre posted in Inbound Marketing, SEO - search engine optimization, Internet Marketing, Internet Development, Internet Advertising

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Your in luck. Google finally caught up to you.

"With Google’s Hummingbird release, Google wants to help your customers find the most helpful, interesting content that is not only relevant to their searches, but matches their intent during the search. I like to follow the ideas of Rand Fishkin and his think tank at Moz for guidance on this subject. I can’t say it any better than Rand, so here’s a great Whiteboard Friday:"

Thanks to John McTigue, Published March 10, 2014, Read more.


If you liked this post you would like, "How to Create Emotional Industrial Marketing Ideas".

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Some Do's and Don't's of Green Marketing

Thu, Jan 09, 2014 @ 10:26 AM / by Lauren Campbell posted in Green Marketing, LEED, LEED Certification, Marketing, Social Media, SEO - search engine optimization, Blogging and Blog Content Creation, Internet Marketing, Green Building Marketing, Marketing Strategy, Sustainability, Business to Business Marketing, B2B Marketing, B2B Advertising, Business to Business Advertising

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Sustainable products and services are everywhere and green marketing for these products and services is at an all-time high.

The green industry is currently the fastest growing market sector and knowing how to properly market your company’s sustainable initiatives and green products has never before been more important. What many companies fail to realize is that there are some serious dos and don’ts associated with the marketing of this sector.

Education

Education1Educating people about a product or service is not new to the marketing industry, but how to use it to market effectively in the green industry is. Practicality speaks to businesses first and foremost, so educating them on why your product or service is practical and how it will benefit them should always come first in your marketing approach; the green attribute is the icing on the cake. What is great about sustainability and going green in general? Both are tied very closely to saving money. High efficiency, more productive, use less energy, these are all aspects of sustainable marketing that provide practical use: translating into spending less money. For a business this is huge. Green building is a great example: they provide companies with lower energy costs, healthier, more productive employees, lower health care costs, etc. These are green attributes that save money and again increase practicality of your product or service. Thank you to Sumter County, NC for the image.

SEO and blogging

Most businesses and individuals educate themselves using the Internet. This is why Search Engine Optimization is so important in today’s marketing industry. You want to be sure that you are a relevant search result when people and companies are searching for green products/services. You want to make sure your website uses proper keywords, words built around sustainability, you, and what you have to offer. A great way to do this is by incorporating a blog into your website. Creating content and showcasing your knowledge, not just on your product, but sustainability in your industry and in general is a great way to establish credibility and to build trust with potential clients. Every blog post written is just one more page added to your website to help increase traffic, grow an audience, and to gain credibility in your industry and with your clients. This is very important for marketing and helps showcase your knowledge on industry topics and sustainability.

No Green Washing!

Greenwashing1One really important aspect of green marketing that is not discussed often enough is No Green Washing! Green washing occurs when companies label their products/services green, environmentally friendly, recycled, sustainable, etc. but they really aren’t. They are only using a PR ploy to grab attention and to try to gain trust. Businesses and people who are buying your product do not want the wool pulled over their eyes nor do they want to be outright lied to and given that we are living in the information age, if you aren't being honest, typically your clients will find out. This is why walking the walk and talking the talk is so important. You do not want to harm the credibility of your business by trying to be something you are not. Writing a blog, as mentioned before, is a great way to show that you are not a part of the green washing issue, so long that you are truthful in your words. Thanks to Print Eco Software for the image.

3rd Party Certifications

A great way to showcase your legitimacy and to prove that you are not a part of the green washing issue, is through third party certifications. Having an unbiasedLEED award entity become part of your company shows potential clients that you are serious about going green and are honest in your assertions. There are several third party certifications and verifications for all different industries: Leaping Bunny for the cosmetic industry, Green-E for the renewable energy industry, Energy Star for appliances, LEED for green buildings, etc. For example, by utilizing LEED in the green building process and becoming certified, individuals and businesses alike are able to recognize the commitment a business has made to their sustainable initiatives. LEED is such an established entity that there is no question about a business’s commitment once their office has become certified. This makes for a great showcase for your commitment to sustainable initiatives and is great for marketing. Photo by Lohre & Associates.


If you enjoyed this post, you will also enjoy How To Create Green Marketing Communications

_______________________________________________________________________________

Chuck takes the LEEDFor a no obligation free consultation on how to best market your green product, green service or green office please contact Chuck Lohre, LEED AP ID+C. He'll offer helpful marketing suggestions for understanding your buyer personas, creating content that speaks to your customers, finding the best places to advertise and managing prospect lists and email news.  Article from the Cincinnati Business Courier.

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Maximizing Search Engine Optimization: The Gift That Keeps On Giving

Fri, Dec 13, 2013 @ 01:20 PM / by Lauren Campbell posted in Green Marketing, Inbound Marketing, SEO - search engine optimization, Internet Marketing, Industrial Branding, Marketing Strategy, Business to Consumer Marketing, Business to Business Marketing, B2B Marketing, Marketing Content, Business to Business Advertising, Business to Consumer Advertising

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Top four things you need to know to maximize search engine optimization: 

  1. Importance of page load time
  2. Importance of providing educational/informational material
  3. Importance of written content on your website
  4. Importance of linking to other sites

Optimizing your website for search engine rankings can be a daunting task. There are a lot of components that go into search engine optimization (SEO) and sometimes making sure that you have all the components is the most difficult part. When people begin dropping terms like meta-description, web crawling, analytics, etc. most people want to bury their head in the sand, too overwhelmed to handle such terminology, let alone the processes needed to meet such criteria. Putting this information into layman terms not only helps the individual in charge of incorporating all the components but also benefits the end users of the website. The high search rankings and SEO that follows is really just an added benefit, not just for you the creator, but for the individuals trying to find what they are looking for. 

Importance of page load time

It is important that the content of the page loads quickly. This is a key factor in SEO and is crucial to popularity. Google takes page load time into account when recommending websites and let's face it, no one wants to sit and watch their page load, they will just move onto another choice, one with faster load times.

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Importance of providing educational/informational material

An educational feature offered on a website, for example, a product demonstration video, a PDF with detailed information about your product, etc, is important. Offering visitors the ability to view products and how to properly use them is a user-friendly facet that can drive internet traffic your way and help establish credibility with first time visitors. This informational and educational aspect is vital in the current internet market and offering it separates your website from the rest of the websites online, especially if you operate in a very technical industry. Most individuals will not know your industry's terminology or how to use elaborate machinery, offering a video demonstration and/or educational and informative literature, in addition to putting it in common language for first time users, is key for them to digest what it is you are offering. This may also motivate visitors to share your page, information, videos, etc. with other people who may not be familiar with your topic or industry, but want to learn.  

Importance of written content on your website

You also want to make sure that your website has a lot of verbal content. Pictures of your product are great, but if there are no key words or product descriptions, then there is no way for a search engine to crawl your page; after all, web crawlers seek out words people are searching for, not images, at least not yet. By introducing more detailed information about the products, search engine optimization will grow. The use of general keywords also needs to be incorporated in order for general product searchers to find your website; by optimizing your website for more commonly used phrases higher quality traffic will emerge, leading to more qualified buyers.

Picture 9It is also beneficial to introduce more informative content that aids end-users in finding the right product for them. A description of the product, information about what the product is used for, and some background information on the company who makes the product would help web crawling criteria and assist in a more optimized search, while also providing your visitors with valid information. This should also be incorporated into your home page so that the home page is crawled by a search engine and specifically surfaces during a search. However, with the detailed descriptions, caution must be taken. If the description of the product is the same as the descriptions on other websites, competition for that search grows. It would be recommended that the descriptions of products be tweaked, key words and phrases be incorporated, and links to other similar products you offer be introduced to those descriptions.

Importance of linking to other sites

funny seo comic resized 600

Linking to other pages is also helpful and increases search engine ranking. Don't be stingy with your products, offering visitors/customers other options shows them that you want what is best for them and again establishes credibility. This develops a rapport with your visitors and they are more likely to visit again.

Search engine optimization can be very tricky to master, especially because it is ever evolving. Adhering to these few tricks will help you become more familiar with what is required to keep your visitors returning and endorsing your product.

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Create a Customer Path with Web Design using Website Marketing Communications

Thu, Apr 18, 2013 @ 02:03 PM / by Chuck Lohre posted in SEO - search engine optimization, Internet Marketing, Industrial Search Engine Optimization - SEO, Industrial Website Design, Website Design, Cincinnati Web Design Agency, Internet Development, Cincinnati Advertising Agency, Cincinnati Website Design, Cincinnati Advertising Agencies, Web Design

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10 steps to make your marketing communications' site focused on guiding visitors.

  1. Sign out of Google. If you have a Google account for email, news, YouTube, etc.; Google remembers your preferences and shows you those sites when you search on similar keywords. You'll never see what the visitor sees if you let Google show you pages you've been to before. Pick your buyer persona category and search on the terms they would. Put them in order of the number of results. That will tell you the hierarchy of your site design.
  2. Arrange your first page of Google print outs in order of the number of results. You'll see the level of importance you need to apply to your web site design. It's like a path through the woods. As someone goes down into your site they will learn things more specific to their needs.Web Site Design Strategy for Marketing Communications
  3. Now refine the content to match the journey. Many benefits and features of your product will be the same for all your products. We'll get those out of the way first and include them on the first page. More specific features and benefits will be the content as your visitor drills down.
  4. Determine what pages you want to show in your menu. Some content will be very similar because of slightly different search terms. You don't have to show all those pages in your menu. Design the submenu you will place on these category pages.
  5. Write the content. Pay close attention to the keywords used on competitor pages. They will give you clues as to industry buzzwords and content you might have missed. Add some links to other more technical material the visitor can access. Conclude with a Call To Action.
  6. Design the pages. Here we need to get our images together. Be sure to use alternative text captions. The best site page arrangement is a "Z." The eye starts in the upper left, goes across the page, down to the lower left and finally to the lower right. In this case a simple four square will do it: Photo, benefit/feature bullets, learn more, call to action. The "learn more" pages can be a simple headline and content. The Call To Action pages will be a form to encourage communication such as a phone consultation or plant visit.
  7. Post the subsite pages.
  8. Study Google Analytics.
  9. Make adjustments.
  10. Benchmark results.
Web Site Design Strategy for Marketing Communications

Google search results help design the hierarchy of your website. The pages with more search results should be at the upper level of your site. Those with lower numbers of search results will be after the drill down. These search terms need to be your product categories. And you will have to juggle them if what's important to you isn't very important to the internet. In this example all milling machine tools can drill and bore. That's why drilling and boring are secondary to milling. All CNC (Computer Numeric Controlled) machine tools are later versions of NC (Numerically Controlled) by computer tape. We use this historic hierarchy for example only.

 

Z eye pattern for Web Design for Marketing Communications

Here's an example of the "Z" eye pattern from Open Source Marketer, "While building a new website for a large corporate client, the VP of Marketing asked me to justify why I chose to put the website navigation on the right. Why would anyone choose to put the website navigation on the right instead of the left? This question was pure curiosity for him. He really didn’t have an opinion one-way or the other, he just wanted to know why I did what I did. Here’s why…The Gutenberg diagram (or Gutenberg Rule), This is an easy reference to where the western reader’s eyes will go. As western readers, we have been trained to read from left to right. So, online we naturally gravitate to a left-to-right pattern. No one disputes this fact, and in a moment we’ll see how it’s the root of all arguments."

Web Design and Marketing Hierarchy of Needs

Here is a good diagram for the way industrial marketing communications flow, from the solution to a process pain to connecting with a person that offers a solution. Learn more at this fun site that offered the diagram from a college admissions seminar, Hyped To Death.

Our industrial marketing communication flow might look like this:

  1. I have bug holes in my potable water concrete cistern
  2. Search on potable water cisterns
  3. Learn about concrete release agents
  4. Understand agents need to be certified for potable water
  5. Contact the supplier for a sample

After you have created these pages, optimize them according to our 10 Rules for SEO, and make them live, wait a few days and then check the results on Google Analytics. Look for high bounce rates and low time on page. It will take several weeks to get indexed by Google. Once they are, benchmark your results, rinse and repeat. Good luck.

If you would like assistance, either in your web site design, your hosting, your SEO, or your inbound marketing strategies, please contact us for a free web site development consultation. If you are unsure, please refer to our web design testimonials.


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10 Step: Process Equipment Web Design and Website Marketing Communications

Fri, Apr 12, 2013 @ 09:51 AM / by Chuck Lohre posted in Marketing Communications, Email Marketing and Advertising, Inbound Marketing, Industrial Advertising, SEO - search engine optimization, Internet Marketing, Industrial Website Design, Website Design, Business to Business Marketing, B2B Marketing, B2B Advertising, Web Design Company, Cincinnati Web Design Agency, Business to Business Advertising, Cincinnati Advertising Agency, Cincinnati Website Design, web development, Cincinnati Advertising Agencies, Web Design

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Applying best practices to chemical and food processing equipment website marketing communications.

  1. Review your site's SEO (Search Enegine Optimization) and Pay-Per-Click
  2. Review your email newsletter strategy
  3. Review your web design for visitor anxiety
  4. Understanding buyer personas
  5. Site architecture for encouraging longer visits
  6. Google analytics
  7. Competitive comparisons
  8. Social media
  9. Content strategy
  10. Retargeting

Review your site's SEO and Pay-Per-Click

Web design for Website Marketing Communications

We use Web Position Gold to analyze positions of keywords but there isn't any better way than to do it manually. Remember to sign out so the search engines don't send you to the pages you regularly visit. Also while you are searching, you can observe competitors, AdWord positions, related industries for adding negative keywords and whatever else pops up. Baidu is the most popular search engine in China and Yandex in Russia.

Review your email newsletter strategy

Email newsletter design for Website Marketing Communications

Email newsletters, like blogs, are the core of your growing content. This company follows a consistent pattern: Technical tips, application story and a product review. Hubspot has some great pointers to follow.

Review your site design for visitor anxiety

Web Design for Website Marketing Communications

Every page must focus on one communication point. If content isn't contributing to the communication get rid of it. Every visitor is asking himself three questions: 1. Is this what I'm looking for?, 2. How can I learn more, 3. Where can I find what I'm looking for? The page on the left was our old site home page, cluttered and confusing. The page on the right is our new Hubspot site home page, simple and engaging. You don't need to give visitors's choices until they need them.

Understanding buyer personas

 Web Design examples for Website Marketing Communications

Chemical and food processing includes all sorts of liquids and powders. These visitors are engineers, technical operators, managers, and administrators. Sure, many of the visitors may be inexperienced amateurs or students, but they all are trying to solve a processing problem. These include variables like volume, ambient conditions, processing speed, quality considerations, and many special problems. These examples illustrate a common solution, show a pictural index of product and applications.

Site architecture for encouraging longer visits

Web Design Examples for Website Marketing Communications

The only way to keep pages simple and offer a large amount of content is to have the content change according to the path a visitor travels on your site. This machine tool manufacturer is a great example. In this case the path was: home > manufacturing > products > type. Breadcrumbs (site content that shows how you got to the page) are a good way to help the visitor remember their journey.

Google analytics

 Google Analytics view for Website Marketing Communications

Similar Web is a great comparison site that illustrated many of the things you can learn on Google Analytics. Study your bounce rate (percent of visitors that leave after that page), pageviews and time on page. Don't worry if your home page has a high bounce rate, 20 percent of your visitors went there to get your phone number.

Competitive comparisons

Website comparison for Website Marketing Communications

There are numerous ways to compare your site to competitors, but remember to measure ROI. The internet is but one part of the marketing communication mix. As you can see from this comparison, Twitter isn't important, one company has a huge Facebook following but they are owned by a marketing company. They all have room for improvement.

Social media

Social Media for Website Marketing Communications

Newsgroups, list servers, industry forums and LinkedIn forums are the only important social media for processing equipment marketing. Facebook might make for a great company newsletter, but it can't begin to answer the technical questions serious marketing communications must focus on. We won't go into Pinterest, Instagram or Reddit. Google+ is growing because you can post to select groups.

Content strategy

Web Design Content Strategy for Website Marketing Communications

The foundation of the new internet success strategy is content. Massive amounts. But it must be serious, coordinated and buyer persona focused. Then it's called inbound marketing. Once you start to look at your different visitors it will become easier to edit content and add better content.

Retargeting

Retargeting examples for Website Marketing Communications

Finally, investigate new targeted marketing communications opportunities. Retargeting banner ads shows visitors ads based on the sites they have visited. In this case we were studying fire suppression systems and that's why an ad came up when we were reading "Grist." Like AdWords, you pay only when the visitor clicks. Finally, industrial advertising has some real estate again.

 


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Apply Business Process Analysis to Marketing Communications

Tue, Apr 02, 2013 @ 11:16 AM / by Chuck Lohre posted in Marketing Communications, Email Marketing and Advertising, SEO - search engine optimization, Blogging and Blog Content Creation, Trade Show, Internet Marketing, Website Design, Trade Show Exhibits, Web Design Company, Cincinnati Web Design Agency, Web Design

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Either work on being more productive with your marketing communications or cut costs of overhead.

When you think of website marketing communications as a business process, you can start to see what needs to be done. Either improve your efficiency or cut your costs, that's what a manufacturing company does to improve performance. In this case we are evaluating ways to improve customer communications for the fire sprinkler system industry.

Here are the steps we'll walk through:

  1. Review web site design of two competitors who rank highest on Google
  2. Write suggestions based on our Top Ten Tips for natural Search Engine Optimization (SEO)
  3. Alexa, Similar Web and Hubspot competitive tracking
  4. Segment customers into buyer personas for email
  5. Internet banner advertising/retargeting, Adwords
  6. Efficiency - Return on investment
  7. Cost cutting strategies

1. Review web site design of two competitors who rank highest on Google

Search Engine Marketing Communications

This is the search result when we were not logged in as having been on their site and located in Cincinnati.

Search Engine Marketing Communications

This is the search results we saw when we were logged in; Simplex Grinnell comes up #1. Simplex Grinnell is a national firm so local results aren't relevant. The Cincinnati office's address is hard to find on the site so they're not showing up because they are optimized for Cincinnati. We had been to the site and Google remembers everything, because we let it.

2. Write suggestions based on our Top Ten Tips for natural Search engine optimization (SEO)

Web Design and Web Site Marketing Communications Ranking 3

One suggestion for this page, Use dashes to separate the keywords in the URL and that's about it. The keyword phrase "fire sprinkler system" is used in the page title, headline, body and alternative text for a photo. These are some of the reasons it is ranked so high. This isn't the home page but Google publishes the home page before the specific page sometimes.

Web Design and Web Site Marketing Communications Ranking 4

Eckert Fire Protection Systems comes up second in Google. Not really sure why this site is ranking so high. "Fire Sprinkler Systems" isn't in the URL, title, headline, body and no alternative text for the photo. It may be a case that the site is older than the number one. There are no links to the site. The only thing is a local connection.

Web Design and Web Site Marketing Communications Ranking 5

Cintas comes up number three. "Fire Sprinkler Systems" isn't in the URL, title, or headline. It is in the body and "fire sprinkler" is an alternate caption to the photo. This is a classic "Call To Action" page, it is designed to have you fill out the form or call and consult. There are no links to the page but there are 228 links to cintas.com.

Web Design and Web Site Marketing Communications Ranking 6

On the same day we searched "fire sprinkler systems" and came up with a different Cintas page. This page has the keyword phrase in the URL and title but starts to drop some of the words in the headline and alternative photo caption text. A common mistake to watch out for.

3.  HubspotAlexa, and Similar Web competitive tracking

Web Design and Web Site Marketing Communications Ranking 7

Hubspot has the best competitive analysis tool because it compares a holistic measure of a site's online presence as measured by HubSpot's Marketing Grader on a scale of 0-100. Still it's a mystery how Eckert Fire Protection ranks so high when it has the lowest Marketing Grade. It must be the local office. According to the Internet Wayback Machine it hasn't existed before 2008 where as Cintas and Simplex Grinnell have been indexed back to 2001.

Web Analytics and Web Site Marketing Communications Ranking 9

 

Similar Web shows Cintas consistent with Alexa. Simplex Grinnell and Eckert didn't show up on Alexa but on Similar Web Simplex Grinnell is strong and Eckert is zero. The high number of Simplex Grinnell and Cintas visitors that entered the exact site address (Direct) indicates a lot of customers or reps are accessing this site to check orders or accounts.

4. Segment customers into buyer personas for email

With the basics under control, it's time to get down to business analyzing what can be done to improve communications for the Midwest territory. The industry can be broken up into these categories:

MARKETS: Commercial, Education, Government, Healthcare, and Industrial Solutions

PRODUCTS and SERVICES   

  • Fire Detection and Alarm, Fire Sprinkler, Residential Sprinkler Systems, Special Hazards Sprinkler Systems, Standard Sprinkler Systems, Testing, Inspection & Preventive Maintenance
  • Integrated Security
  • Emergency Communications, Sound and Communications, Healthcare Communications, and Time

Any list needs to be broken up into these buyer personas. An annual calendar needs to be created to time communications with annual events such as trade shows, sales meetings, promotions and incentives.

Considering that this type of market may only contain several thousand contacts, it would be best to selectively communicate in a personal email system with a dozen or two related contacts at a time.

Five Story Emails and Web Design

Here's some great tips for emails, personalize, personalize, personalize!

5. Internet banner advertising/retargeting, Adwords

ReTargeting Banner ads and Web Design

The sites we are evaluating are for Fire Sprinkler Systems. As I browsed "Grist" I noticed a banner ad for one of them popped up. This isn't a coincidence. Tyco's site put an id number on my computer (I allow it) and then "Grist" noticed it and displayed the ad.

5. Efficiency - Return on investment

  1. Figure out exactly what numbers you need to know for your business’ marketing, and do deeper dives into specific metrics as needed. It’s a better use of your time, and frankly provides more actionable advice than running hours of reports at the end of each month that you never use.
  2. If you’re resource-strapped, there’s a blogging volume sweet spot you can rest comfortably in. 92% of businesses that blog multiple times a day have acquired a customer from it. But 78% of those that blog on a daily basis have also acquired a customer from it. That differential isn’t too big. And if we bring down the volume just a tad to 2-3 times per week, still, 70% of businesses acquire a customer from their blog.
  3. Onpage SEO, while something you should certainly spend a couple minutes checking out before you publish new web content, isn’t something marketers should be obsessing over anymore. Google’s algorithm is much more sophisticated than it was even a few years ago, so keyword optimization isn’t going to cut it anymore.

6. Cost cutting strategies

  1. If you’re dumping money into completely untargeted PPC, it’s kind of like emailing your entire contacts database without doing any segmentation. Turn off your paid media spend that isn’t leveraging targeting functionality.
  2. It’s not that you positively do not need a website redesign in 2013 -- you very well may -- but before you overhaul what you’ve got, ask yourself if you can work in smaller chunks. Consider a series of A/B tests in which you incrementally improve upon parts of your website, and apply your learning on a wider scale once they’re statistically significant. And if you do learn that a bigger redesign is needed, assess whether you have the in-house resources required to pull it off without derailing all your other initiatives. If you don’t, for your sake and your marketing’s, outsource it to a vetted professional.
  3. If the social networks you’re using aren’t working -- 2013 is the year to stop using them. For example, if you gave LinkedIn the old college try, and it simply is not driving any meaningful business results for you, cut the
    chord. Just make sure you’re making your decision based on analytics, not gut feelings.

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