WSI  Internet Advertising Blog

 WSI Expert Internet Marketing has recently completed the on-page search engine optimization for Eagle Mountain Products Co., the authorized online retailer for Woodford and Watco Manufacturing Companies.  Together they represent the leading manufacturers of outdoor water faucets and bathtub drain assembly products with innovative and fresh designs for both residential and commercial use.

The first step in optimizing the site based on existing search volume was to conduct thorough key word research. Through a process known as “semantic mapping”, WSI was able to compile and cluster keywords with similar meaning into major and minor groups.

Because there were so many high volume keywords in this category, and many of them were searches looking for product information and advice on DYI projects, it was decided that many of the keywords would be used for consumer information on repair and replacement of Eagle Mountain’s product line. 

See examples of these pages below:

Next, we looked at the branded terms.  See examples below of the pages optimized for brand terms:

Lastly, we focused on the numerous words which are used for their products:

The expanded site went live in March 2013, and the engines are rapidly indexing all of the new content.  Preliminary analysis indicates that organic search volume is up as is conversion. During the next six months, off page optimization including blogs for Woodford Faucets and Watco Drains at Word Press and Woodford Outdoor Faucets and Watco Bath Tub Drains at Blogspot as well as organic link building should accelerate these trends.

WSI is now working with Quality Ingredients Corporation of Minnesota in an effort to drive new business for the company.  Quality Ingredients corporation recently made substantial investments in expanding their capacity, and as a result now seek to fill that capacity by manufacturing proprietary products and through toll manufacturing.

Quality Ingredients corporation is a leader in food ingredient suppliers who are experts in spray drying, a process that converts liquids into stable powders.  QIC is a food ingredient manufacturer that supplies many proprietary dairy and non-dairy powders that are used in beverages, sauces, seasonings, dressings, whipped toppings and many more.  Quality ingredients also provides contract spray drying services for custom ingredients that are developed either by their clients or in partnership with QIC and their experts on staff.

In parallel with the Search Engine Optimization project, Quality Ingredients has also secured WSI to provide Pay Per Click campaign development and management.  The Pay per Click campaign has generated substantial new leads for the business and is providing insights that are valuable to the Search Engine Optimization initiative. 

Early results are positive for the campaign with new leads being generated regularly for the client.  New pages will be added to the site in the coming months as the company expands the project to include additional phrases.

WSI has recently been engaged by Talon Innovations, an ultra-high purity metal machining company in Minnesota.  The project began with a Pay Per Click campaign that built a multi-million dollar pipeline in just a few months and provided extremely valuable insights that have been leveraged in the follow-up SEO initiative.  The PPC campaign was suspended in order to invest in Search Engine Optimization and institutionalize the benefits of Internet Marketing within the site.

On page optimization is about 50% complete at this time with the targeted keyword phrases:

Precision Machined Products

CNC Machine Shops

Medical Contract Manufacturing

Aerospace CNC Machining

Product Engineering Services

Machine Shop Minneapolis

A significant build out of new pages are planned for the site so that additional keyword phrases can be built into the optimization plan.  These incremental pages will be added to the site over the course of the coming months.

An supplementary benefit has occurred as a component of this campaign.  SEO optimization forces the careful development of website content, which often brings out additional language that was not previously leveraged.  In the case of this project, the site is now ranking for terms like hastelloy machining and machining exotic materials.  These are new terms for the site that were included in order to provide a broader description of the capabilities of the client.  While these terms were not a part of the original keyword strategy, they have driven new leads and business for the client due to newly obtained rankings for these phrases.

Off-page optimization and regular analytics are also components of the SEO program with the client and are regularly occurring.  This effort is all aimed at divesting the client’s portfolio of served-markets and mitigating the fluctuations associated with concentrating on a single vertical market.

The WSI Local SEO Team is at it again.  We have taken on two new clients in the last couple of weeks and are working hard to use local SEO to drive visits to their websites.  Keyword research and on-page optimization is just about complete for Abba Self Storage Units, a division of Conco and Red Noland Pre-owned Cars. The chosen keywords have over 5,600 searches per month.

The challenge for Abba Self Storage in Concord, California is to show up in the results of the many nearby suburban communities they serve.  We opted for all geographic keywords since the storage business is very local in nature.  Listed below are the master keywords with links to the pages we optimized.

self storage concord ca

self storage walnut creek ca

concord storage units

pacheco mini storage units

pleasant hill storage

Blogs were also set up for Abba Self Storage Concord CA and Abba Meets Demand for Pacheco Mini Storage Units.

While Red Noland is a multi-location luxury car dealership, their customers come from all over Colorado Springs and any customers outside the city would likely be searching for Colorado Springs businesses.  Their master keywords with links to the optimized pages are below:

used cars colorado springs Colorado

used car dealerships in colorado springs co

used car dealers colorado springs

used trucks colorado springs

Once these changes are implemented we will start an aggressive off page optimization process for both clients. A six month off-page optimization plan includes creating review accounts with Customer Lobby, syndicating reviews and ongoing optimization of local maps and directory listings which will drive links to the sites and give the clients the increased web visibility they need.

Monthly reports using Google Analytics and third party programs to track sources of entrance into the site will provide demonstrate the positive effects of the SEO program to the clients on an ongoing basis.

The WSI Internet Marketing Team is having fun with a local SEO campaign for Eagle Lake Camp.

With beautiful Colorado Springs as a backdrop, Eagle Lake Camp offers ages 7-18 a summer of adventure and lasting memories.  The 2013 programs include: Overnight Camp, Residential Camp, Day Camp, Horse Camp, Adventure Camp, Excursions Camp, middle school/ Junior High and Teen/ High School Camp.  They also offer summer camps at Fort Carson exclusively for military families.

The challenge is to make the community aware of the programs and that means an effective marketing plan and web presence is essential.  The project began with an overall marketing plan which examined Eagle Lake Camps past efforts with different marketing channels and the best way to go forward.

Keyword research then led the direction of on-page optimization of the Eagle Lake Camp web site.  With a few tweaks to their home page, WSI optimized the site with the main keyword summer camps in Colorado Springs. Other keywords included Colorado Springs kids activities, summer camps Colorado Springs, and Colorado Springs activities for kids.

Off-page optimization activities include creating a review account with Customer Lobby, syndicating reviews to their Facebook page and ongoing optimization of local maps and directory listings which will give the client the increased web visibility they need.

Monthly reports using Google Analytics and third party programs to track sources of entrance into the site, sources of online registrations, and sources of online requests for more information will provide critical information to the client.

WSI Internet Marketing is currently executing an internet marketing project for Pikes Peak Traveland, Inc.  The plan includes SEO, PPC and Google Analytics to improve online visibility, drive web traffic, and increase leads and sales.

• The first step was to optimize the editable areas of the www.pikespeakrv.com web site to rank for local searches.  Keyword research led to the optimization of five pages in the site.  See samples of the optimized pages:

RV Sales Colorado Springs

Colorado Springs RV Dealers

RV Repair Colorado Springs

RV Parts Colorado Springs

RV Colorado Springs

• Next the WSI team created an optimized PPC campaign on the WSI Local Adwords Platform covering Google, Yahoo, Bing, ASK and AOL search engines.

• The final step will be to claim and optimize powerful local directories and set up a Customer Lobby review account to gather positive reviews and links to the website.

All these initiatives will be tracked in Google Analytics and results on the progress of all campaigns including visitors, rankings, reviews and other metrics will be reported to the client.

For the past few months, our team has spearheaded a project with Alliance Insurance Group to develop a brand new website - www.OwnYourAllianceInsuranceAgency.com 

Alliance, based in Golden, CO is nationally targeting entrepreneurs and other independent insurance agents who want to learn how to start an insurance agency of their own underneath the Alliance umbrella.  

Essentially, Alliance is offering these folks an insurance franchise opportunity where it serves as a Master General Agency (MGA) with a turn-key approach to insurance agency marketing, back-end CRM system, payroll, etc. on behalf of their agents so that they can focus on what they do best, which is selling.

Using WSI's unique web development process, we identified areas of consumer demand through search query volume, and then designed the site and its content around how best to meet this demand. By optimizing around focused keywords, ensuring the technical architecture of the site is sound, and properly utilizing Google Webmaster Tools, we've seen significant results since the site launched in March:

• As a brand new site, it was being crawled and indexed within a matter of days after launching

• The site is currently ranking in the top 50 organic results for several targeted keywords, within just 2 months

• The number of qualified leads being delivered by the site is unlike any other channel Alliance has utilized in the past

This aforementioned approach, combined with a laser-focused PPC strategy is ensuring Alliance has a steady stream of qualified prospects filling up their pipeline and ready to join the Alliance team.  

And hey, if you're interested, don't hesitate to contact them about starting an insurance agency of your own - they'd love to talk to you!

WSI Internet Marketing has recently launched an in-depth on-page search engine optimization initiative for Bethesda Senior Living, a nationwide network of senior assisted living communities.

Bethesda Senior Living had really never optimized its site using an organic search strategy in the past. By joining forces with Tom and his team, Bethesda Senior Living had the intel they needed to implement a comprehensive keyword strategy on one section of their web site—10 pages focused on the Bethesda Gardens community in Phoenix, AZ. 

Using a highly focused strategy on the entire section of Phoenix pages serves as a concise and measurable pilot program for future SEO efforts on other communities’ pages. 

To begin optimizing the site based on existing search volume, the WSI team conducted thorough key word research using the Google keyword tool. Because of the narrow focus on senior living in a single metro area, a small and relevant keyword list was compiled.  A primary keyword [assisted living phoenix az] was chosen, as well as supplemental keywords in the same semantic category.

The primary keyword was mapped to the “home” page of the Phoenix section where it was written into the URL directly next to the root domain:

http://www.bethesdaseniorliving.com/primary-key-word/

See the live example:  Assisted Living Phoenix, AZ

Supplemental key words were mapped to the remaining pages.  URLs were structured as follows:

www.bethesdaseniorliving.com/primary-key-word/supplemental-key-word

See the live examples:

Assisted Living Phoenix

Phoenix Retirement Communities

Phoenix Assisted Living

Retirement Communities Phoenix

Senior Living Phoenix

Retirement Community Phoenix

Retirement Community Phoenix Arizona

Phoenix Senior Living

Retirement Communities Phoenix AZ

Senior Housing Phoenix

Phoenix Retirement Community

While non-ecommerce sites sometimes don’t utilize a primary keyword as a kind of “category,” WSI Expert Internet Marketing took the unique approach of creating a primary keyword and many smaller, supplemental keywords so that every one of the 10 pages would contribute to the overall search engine success on the primary keyword.

The optimized pages have been live for only several weeks and already the organic footprint of the Phoenix pages is growing stronger.  Four of the keywords listed above yield first page results for Bethesda Senior Gardens on Google for the first time in the web site’s history.  Office staff in Phoenix reports the phone ringing and the emails coming in.  During the next several months, the off page optimization as well as additional link building efforts should only accelerate these trends.

WSI Expert Internet Marketing, a  internet marketing consulting firm founded and operated by internet expert Tom Kuthy has recently completed the on-page search engine optimization  for  Online Dancewear,  an international provider of specialty dance clothing and accessories for women and girls.

Online Dancewear had made little effort to optimize the site for organic search efficiency in the past. After partnering with Tom, they decided it was time to overhaul the site’s architecture and link structure to increase visibility in the search engines.

The first step in optimizing the site based on existing search volume was to conduct thorough key word research. Through a process known as “semantic mapping”, Tom was able to compile and cluster keywords with similar meaning into major and minor groups.

These key word groups were then mapped to the categories of products already offered by Online Dancewear as follows:

Dance Shoes

Dance Clothes

Dance Costumes

Dance Tights

Tutus

Leotards

Unitards

Dance Bags and Accessories

Capezio

Bloch

Closeout

While some E-commerce sites group products based on “common sense” categories, WSI Expert Internet Marketing took the unique approach of creating purely search-driven categories directly corresponding to keyword search frequency in the semantic map.  The only one of these categories that does not correspond to the semantic map is the Closeout category, which serves a strictly practical purpose for disposing of the client’s discontinued inventory.

The next step in the web site re-work process was to map key words that still contained a high amount of search volume but did not apply to main categories to the product sub categories. Based on the semantic mapping exercise, sub category keywords were easily grouped underneath the primary categories.  In all, the firm has optimized Online Dancewear’s site for 73 keywords as follows:

DANCE COSTUMES
Dance Competition Costumes
Ballet Costumes
Dance Recital Costumes
Lyrical Dance Costumes
Hip Hop Dance Costumes
Jazz Dance Costumes
All Dance Costumes

The new site went live at the end of August 2011, and the engines are rapidly indexing all of the new content.  Preliminary analysis indicates that organic search volume is up as is conversion. During the next six month, off page optimization as well as organic link building should accelerate these trends.

Internet marketing attempts to increase customer loyalty over time by building brand awareness and engagement.  When we look at the pool of prospective customers, it is clear that turning the general public into an evangelist for your business does not happen overnight.  Fear not, though, there are tools to encourage the customer to increase their loyalty at every level.

WSI  marketing techniques move constituents of your brand through the following spectrum, by utilizing one or more the tools listed with each step:

1.  Suspects: may or may not be aware that your product or service is an option.  Solution: PPC advertising, SEO, and local maps listings to ensure you’re on their radar.
2. Prospects: familiar with your offerings and willing to give you a try, but not urgently.  They need to be wooed.  Solution: email marketing and targeted landing pages that address their needs. 
3.  Customers:  primed and ready to become lifelong Fans.  Solution: exclusive email marketing and social media engagement. 
4. Fans: They love you, now give them the tools to spread the word. Solution: nurture them with social media, exclusive online content, and a lot of love. 

By continuing to usher Suspects, Prospects, Customers, and Fans through this funnel, your Fan base is sure to grow inch by inch, and bring your revenue right along with it.