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The New Google Search Formula Will Affect Many Businesses

By: Joseph Coupal - Tuesday, April 21, 2015

A new Google search formula goes into effect today and could deliver a smackdown on many small businesses.

Following an initial announcement in February, Google is implementing a new search algorithm that will change the way it ranks websites on mobile devices. Websites deemed mobile-friendly will get sought-after placement atop search results on smartphones and tablets. Other sites will be demoted.

Google’s new algorithm will look for sites that load quickly on mobile handsets. They also should have easy-to-read text, large link buttons and web pages that adjust to smaller screens.

Google is the leading search provider in the U.S., holding a two-thirds share by most estimates. So this week’s mobile shift will have a significant impact on businesses whose websites are designed for desktop PCs only.

Industry experts have gone as far as predicting “mobilegeddon” on April 21.

A Google spokesperson said the company has been offering tools to make web pages more mobile-friendly. Google is advising webmasters to check their sites using an online test.

In a 2013 survey from the National Small Business Administration, four out of five business owners reported having no mobile website. Even large companies could have some work to do. Somo, a U.K.-based mobile marketing firm, found that notable brands including Versace, Kellogg (K), Nintendo and Microsoft’s (MSFT) Windows Phone didn’t pass Google’s test for mobile friendliness.

But the transition shouldn’t be too difficult for the majority of sites, according to Nitin Gupta, GoDaddy’s (GDDY) senior director of mobile product management. Gupta said most of GoDaddy’s customers are prepared for the change, while many other small businesses already have mobile pages but never looked.

“Small businesses should be thinking about what their customers need to do” online, Gupta added. “Even sites that are mobile-friendly, they may want to consider a redesign.”

Mobile devices now account for 60% of all Web traffic, based on comScore research. An estimated 29% of U.S. search requests came from mobile devices during the fourth quarter of 2014.

As a result, Google has pushed for more websites to accommodate mobile users. The new algorithm for mobile searches could move things along rather quickly.

“As people increasingly search on their mobile devices, we want to make sure they can find content that’s not only relevant and timely, but also easy to read and interact with on smaller mobile screens,” the Google spokesperson said.

Gupta believes “mobilegeddon” will prove to be a positive development for small businesses and their customers, saying the changes at Google could be a catalyst for websites to improve.

“It has been a long time coming. A lot of sites out there are bad experiences for consumers,” Gupta said. “The biggest thing is this will give mobile users better results.”

For information on building and marketing websites using Responsive Web Designs (RWD) contact WSIPro Marketing.


Latest Version of the Internet is Launched Today! - IPv6

By: Joseph Coupal - Wednesday, June 06, 2012

Today, June 6, 2012, welcomes the latest version of the internet, IPv6.

In 1983 when the internet was launched, it was considered an experiment. For that experiment, space for 4.3 billion addresses was allocated. In simple terms, in order for your computer or mobile device to search the internet, you need an address. Today, there are over 5.5 billion mobile devices alone that need internet addresses.

In 1996, a different format of the internet was designed. IPv6 allows for 340 trillion trillion trillion addresses. Today, the IPv6 capability is turned on. So continue the experiment called the internet!

Watch the video below:


Simple Method to Send Bulk File Transfers Via Email

By: Joseph Coupal - Thursday, May 10, 2012

One of the many digital marketing services we provide our clients on a daily basis centers upon how to lower their business operating costs and how to become more efficient in their business marketing operations. One of the most common questions we get when building and managing our client's digital marketing system involves how to send bulk data files (most often high-resolution images). Quality optimized imagery is very important to your website's conversion architecture strategy and ultimately your ability to capture increased online market share. This short video answers the question.

Most first look to burn the files to disc or thumb drive (material cost), drive to the post office (fuel cost), and mail the media (postage cost).  This process can be as much as an hour in the making (time cost).  Take just a few minutes to view this quick WSI Pro Marketing Instructional Video. With the time saved, visit our portfolio page for examples of how we employ high quality optimized imagery and conversion architecture to grow client business. 


Timelines: A Major Change to Your Facebook Business Page

By: Darren Kincaid - Wednesday, March 21, 2012

You've probably seen it on personal pages but now Facebook is changing your business page to the new timeline format. Effective 1 April, all Facebook Pages will be forced to adopt the new format. Throughout March, businesses have been allowed to adopt the new format electively and WSI Pro Marketing has been out in front, converting clients over and developing future strategies.

So, speaking of strategies, here are a few tidbits we gathered from various sources around the web.

1. Choosing the right Cover Photo - Use a unique image that represents your Page (851 by 315 pixels)

According to Facebook, cover images may not contain:

  • Price or purchase information, such as "40% off" or "Download it at our website"
  • Contact information, such as web address, email, mailing address or other information intended for your Page's About section
  • References to user interface elements, such as Like or Share, or any other Facebook site features
  • Calls to action, such as "Get it now" or "Tell your friends"
  • Ref:

Here is an example of a cover photo:

Source: Abberly Green Apartments Facebook Page

2. Using Apps - Highlight Important Apps at the Top of the Page:

  • The goal here is to display your best content or elements that keep users engaged and on page. Facebook will allow you to highlight a maximum of 12 apps, with only the first four showing (including photos) by default.
  • You can use your existing welcome pages as one of these elements
  • But you should change the default small image of your "welcome page" with an attractive image or call to action to encourage clicks. You can do that by clicking on "edit settings" while hovering the image. See below:

More info at this link

3. Engage.  Try posting a Contest, asking questions, or engaging regular activity to create Fan interactions.  If appropriate, Pin or Star a post to keep it top of mind.  See next tip.

4. Star and Pin:  You can take advantage of the Pinning and Starring feature to highlight important posts at the top of the Timeline

  • Pinned post stays 7 days on top
  • Starred post is expanded to display the full width of the profile, 843 by 403 pixels.

More info at this link

5. Sell on Facebook for Free:  Here's one interesting youtube video on How to Sell on Facebook for Free:


Impression, Clicks, or Conversions...What is More Important?

By: Darren Kincaid - Monday, February 13, 2012

Many businesses we have worked with over the years seem to be overly concerned with impressions and clicks in their ads.  After all, the more exposure and traffic you get to your website, the more business you get, right?  Well, not necessarily.  Let's break it down.

Why am I getting so many impressions on one keyword and not on others?  

The number of impressions that your ads receive is based on several factors:

  • Keyword search volume:
    • The number of times people search on terms related to your keywords
    • Seasonality, popularity, and trending of the keyphrase
  • How relevant your keywords are in relation to the searcher’s IP address, search history, and personal search patterns
  • The networks your ads are running on (the display network garners 50 to 100 times more search traffic than Google Search and Search partners do)
  • Size of your daily budget (your ads are turned off after the daily budget is reached)
  • Whether the phrase is broad, phrase, or exact matched.  If the term new york city ny is broad matched, it means that any keyphrase that has any combination of new york city and ny in it will trigger the ad whether it's relevant to your business or not.  Broad matched keyphrases are designed for maximum impressions, whereas phrase or exact matched keyphrases are designed to trigger ads on more relevant keyphrases.  The result with phrase/exact matched keyphrases is fewer impressions but higher quality traffic.

How do I get more clicks and a better click-through rate?

Clicks and click-through rates are largely affected by the following factors:

  • The keyword’s quality score, which is based on how relevant the keyphrase is to the intended landing page of the ad.  For example, if the keyword is “New York City Hotels” and the landing page is more about tourism than hotels, the quality score will be lower than if the landing page is specifically related to NYC hotel reviews
  • Again, the size of your daily budget matters (your ads are turned off after the daily budget is reached)
  • Max CPC of the keyword.  If your competitors have outbid you and/or you have a weak quality score, your ad will appear lower and the consequence is fewer clicks
  • The quality of the ad copy.  How well your ad distinguishes itself from the other ads on the page can significantly affect click-through rates.
  • The competitiveness of the keyphrase.  If there are many competitors for a keyphrase, and your campaign is affected by any of the above factors, your ad could appear lower on the first page or on pages 2 and beyond

Should I spread out my impressions? 

It's not really necessary unless the keyword is ineffective.  Impressions don’t cost anything in an AdWords campaign.  Only clicks cost money.  You should be looking for opportunities to improve the quality of your clicks and remove costly clicks that don’t convert.  But it will be impossible to determine how well a keyphrase converts unless you are able to 1) define a conversion for your business, 2) place script on the site to measure conversions from ads, and 3) analyze and compare conversions on all keyphrases.  This a pretty simple task and all you need is a little conversion tracking code that's provided within your Google AdWords account, access to your website files, and time to analyze. If you aren't measuring conversions, how do you know how much you are really paying for leads.

WSI Pro Marketing has significant expertise in conversion architecture and measurement systems for all types of source traffic, including PPC traffic.  Feel free to contact us if you have any questions about this article.



Over 40 Internet Companies Come Out Publicly Against SOPA (Including WSI Pro Marketing)

By: Joseph Coupal - Thursday, January 19, 2012

Since the list of 120 or so SOPA supporting companies hit the Internet a  couple days ago, the lines have been drawn; People are publicly promising to pull thousands of domains from domain registrar Godaddy after it appeared on the list as a supporter. Other people are calling those people “bullies.”

Whether you’re for or against it SOPA has become somewhat of a pain point amongst techies, with the overwhelming majority, including me and almost every other writer on the TechCrunch team, leaning heavily towards “against.”

SOPA (the Stop Online Piracy Act) essentially allows ISPs to block entire domains because a piece of hosted site content infringes copyright. As the bill approaches deliberation in House of Representatives next month, a steady stream of Internet companies have taken anti-SOPA stands. After all, sacrificing innovation to save a dying business model is a close as it gets to anathema in these parts.

Here’s a list of all the publicly anti-SOPA tech/Internet companies I could find. Please add other ones you know of in the comments.

  • AOL
  • Boing Boing
  • Creative Commons
  • Daily Kos
  • Disqus
  • eBay
  • Etsy
  • Facebook
  • foursquare
  • Google
  • Grooveshark
  • Hype Machine
  • Kickstarter
  • Kaspersky
  • LinkedIn
  • Mozilla
  • MetaFilter
  • OpenDNS
  • O’Reilly Radar
  • Reddit
  • Techdirt
  • PayPal
  • Torrentfreak
  • Tumblr
  • Twitter
  • TechCrunch
  • Yahoo!
  • Zynga
  • Scribd
  • YCombinator
  • Wikipedia
  • Reddit
  • Namecheap
  • Petzel
  • ICanHasCheezburger
  • Quora
  • Embedly
  • MediaTemple
  • CloudFlare
  • StackExchange (Stack Overflow)
  • Github
  • Linode
  • Hostgator
  • Square
  • The Huffington Post
  • Craigslist
  • ESET
  • 4chan

Original article - Techcrunch


Lessons Learned From Our 2011 Digital Marketing Excellence and Innovation Conference

By: Joseph Coupal - Wednesday, September 28, 2011

We are glad to be back and to share with you the insights we gathered at our annual  “Excellence & Innovation” conference in Las Vegas.  Every year, all four Principals of WSI Pro Marketing travel to collaborate with our fellow digital marketing professionals from around the world. At E&I we share digital marketing  best practices, mobile website design strategies, lessons learned, and discuss a wide array of digital marketing technologies, techniques, and trends.  This year we had the privilege to meet with over 400 of our peers, a group that represents the world’s most innovative and successful digital marketers.  

 We are pleased to pass along to you the critical “take aways” from the conference.  The next several blog posts will focus on sharing effective ideas and strategies that you can employ to expand your business market share.  We feel strongly that client education is a critically important prerequisite for online marketing success.  

 Without a doubt, the buzz this year centered upon “mobile marketing” and how the “smart phone” is revolutionizing online consumer behavior.  Over the recent past, WSI Pro Marketing has enjoyed the recognition for being the benchmark for delivery of successful mobile marketing solutions across the entire global network.  Our very own Darren Kincaid served as the featured panel member addressing the focused topic of  “Mobile Marketing Trends and Solutions”.   Also, the WSI Pro Marketing mobile website portfolio page was touted as the standard for form and functionality and universally advertised as something digital marketing professionals across the globe should emulate.

 We recently uploaded a very interesting and insightful mobile marketing whitepaper to our white paper/education page.   You’ll find several other interesting works out there that span the subjects of Social Media Marketing, Brand Reputation Management, the power of Email Marketing, and a number of other subjects.

 Check back on our blog in the coming days as we continue to share the keen insights captured at this year’s “Excellence & Innovation” conference.  


Mobile Marketing is the Fifth Major Technology Cycle of the Past Half Century

By: Joseph Coupal - Monday, June 27, 2011
Mary Meeker, Morgan Stanley Global Technology Research TeamMobile communications is driving what some leading experts are coining “the fifth major technology cycle of the past half a century”.  This is the conclusion of Ms. Mary Meeker,  managing director of the Morgan Stanley Global Technology Research Team,  who Barron Magazine affectionately  refers to as the “Queen of the Net”, and who played a significant role in Morgan Stanley's assist in launching the Google IPO.  I guess you'd say we consider her a credible reference.

Two months ago, Ms. Meeker presented summary marketing conclusions to Google at the most recent “[email protected]” series presentations.  Her major points: 

  • Mobile Internet is ramping up substantially faster than the desktop computer did.  Her team arrived this conclusion by comparing the adoption rates of iPhone/iPod touch to that of AOL and Netscape in the early 1990s. 
  • Consumer demand for mobile and social networking services will become increasingly insatiable. Of course all internet marketers understand the importance of these two subjects, but Meeker’s research puts extraordinarily high numbers against these two subjects. 
  • Within the next five years, more users will connect to the Internet over mobile devices than desktop PC’s.   She commented that business owners that are entrenched within the mobile marketing sphere will “…likely win big, potentially very big while (those who weren’t) will wonder what just happened”.  

Fascinating conclusions and predictions wouldn’t you say?  From  WSI Pro Marketing's experience and observations, the only thing we question is whether or not it will take five years for mobile search to exceed desktop computer search.   We currently serve clients who witness a full 20% of their total search volume emanating from mobile devices.  We know our own clients (and their clients) increasingly use their personal smart phones during the morning and evening commute (always as passengers we trust), use them periodically throughout the workday, and even at home itself when desktop computers are readily available.  Who among us has not found our smart phones accompanying us to the living room during “family time”. 

Now, how does all this effect the business owner today?  The answer is simple.  Find a smart phone and navigate to your business website. Note the comparatively long load time as the smart phones of today simply do not possess the computing power of the desktop.  Note the degree of manipulation required to view the critical data.  Now, realize that in the impatient world of today's consumer, you suffer the very real possibility that web prospects will quickly exit your site in search of something more friendly to navigate.  

The solution for strategic and proactive business owners are custom mobile web digital marketing solutions.  These custom mobile websites VERY closely mimic your existing website, present all critical calls to action within a single view, and are based on "economy of code" that ensures the mobile site loads quickly.  We invite you to visit our Mobile Web Digital Marketing Solution page to see how a few of our client's main websites are converted for mobile.  Please note that the "cell phones" on that page present active links that demonstrate exactly how these sites are demonstrated on mobile devices. 

Finally, if you are a strategic and proactive business owner who wants to embrace custom mobile web solutions to give your business a competitive advantage, we invite you to contact us anytime.


Tips for Using Twitter for B2B Marketing Success

By: Joseph Coupal - Thursday, April 21, 2011

B2B marketing involves a recipe, planned and orchestrated across multiple channels in order to build credibility and generate an increase in leads. To gauge the effectiveness of your marketing plan or recipe, it’s important to regularly evaluate your marketing initiatives against the overall sales and business goals you are trying to achieve. You can then  calculate the  ROI of those marketing efforts.

When using Twitter as part of your B2B social media marketing plan, in order to ensure the greatest return, consider the following tips:

1. Have multiple employees as users – One way to ensure a steady flow of messages from your company Twitter account is to have many users represent your business and brand. This expands the amount of content, the style of that content, and the amount of conversations. This shows multiple people’s (employees) views and ideas rather than just one.

2. Understand the timing of your tweets – Review the analytics and get an understanding of the specific days and times your company’s messages are more likely to be read and shared.  If your followers retweet and share content more frequently at lunchtime or early in the week, be sure that your most compelling content hits during those times.

3. The information must have value to your existing or  potential customers –Twitter adds to your effective B2B marketing campaign because it is able to share your message with a large number of people in a short amount of time.  Instantly, your message can be shared with a community. And the more valuable the content, the more likely it is to get passed along.

4. Encourage your employees to tweet – Encourage your employees to create their own personal Twitter accounts and share news about the company, its goods and/or services, and its culture. Your companies Twitter strategy needs to incorporate the use of brand messaging, which gives personal value to prospects and existing customers.

Remember, and this is very important, B2B social media policies and training need to be in place before your employees begin to tweet personally about the company.

5. Optimize – At it’s easy to find out who is tweeting about a particular topic and how frequently that topic is mentioned.    Here you can quickly size up the market and the level of interest for your top keywords, therefore this is a smart place to begin your B2B Twitter strategy.

You should use a similar keyword research strategy for Twitter as you would for creating web content. Obviously the keywords and phrases should be relevant to your industry; and you should target those keywords. Who are your biggest competitors and what are they doing? Who’s part of their conversation?

However, also use lay person terminology; include popular keywords or industry trends in your tweets.

6. Hashtags – The # sign is a hashtag and it is used to mark keywords or topics in a Tweet. People use the hashtag symbol before relevant keywords in their Tweet to categorize those Tweets to show more easily in Twitter Search. These tags build a targeted search and they are powerful ways to find, and send out content to a wider audience, not just your own followers.

Research current hashtags in your industry or create a new hashtag to promote your updates. Many B2B consumers start with a simple hashtag search on Twitter.

Keep in mind, when your employees are at an industry event or trade show, they should participate in the hashtag stream, most every event has one.  They can tweet about the event, retweet other people’s experiences and, tweet links to your company’s blog posts, promotions and booth information.

7. Proper URL length – The maximum amount of characters you can have on a Twitter update is 140. So leave out non-essential information. For optimal social messaging with Twitter, there are web tools, such as that are URL shorteners.

8. Become an information resourceSharing content, information and news from sources and companies other than your own provides additional value to your followers, increases your credibility, and increases the chances that your tweets will be shared. One of the keys to an effective B2B social media program is sharing.

9. Use the right tools – There are many Twitter tools that can help your existing marketing strategy. Industry knowledge and a well thought out B2B social media strategy are essential elements to increasing your brand recognition and presence. Combined with the right tools, you can achieve optimal results and reach your projected business goals.


Social Media Optimization: “What Can Blog Do For You”?

By: Joseph Coupal - Friday, February 18, 2011

The catchy UPS advertising tag line “What can Brown Do for You” is strategically designed to educate their target market on the multiple benefits of UPS service offerings.  The intent of this blog post is to educate you about the subject of business blogs, how they drive revenue growth, and the specific execution strategy employed by WSI Pro Marketing.  This is just one element of our overall organic search marketing strategy.

Summarizing WSI Pro Marketing’s blog strategy: The primary focus of our blog marketing strategy is to improve our client’s web search results, steadily increase their website visitations, and ultimately to convert ever-increasing numbers of web “surfers” into new clients. Unlike personal blogs, which focus on promoting conversation, WSI Pro Marketing blogs are only tangentially concerned with generating conversation.  Our blogs concentrate almost exclusively on promoting business brand recognition, value proposition, back links, and increased search engine results.    
What is a WSI Pro Marketing Blog:  An internal page on your company’s website and linked from the main menu. The blog page itself displays and links to the accumulation of individual blog posts.
What are WSI Pro Marketing Blog Posts:  "Conversations" rich in your industry's search phrases with embedded click-able links to the company’s products/services/web pages. We use the term “conversation” because we author blog posts using the first person voice of the business owner.   We create a new web page (new URL) for every individual blog post. As it pertains to earning prominent search engine (Google/Yahoo/Bing, etc) results, the importance of new web page and web content is undeniable.  Google/Yahoo/Bing indexes each individual blog post with corresponding positive effect for your business.  
Blog Syndication: "Pushing" each of your blog posts (again, in fact new web pages) to web directories, social websites (Facebook, Digg, Stumble Upon, Twitter, etc).   This is the heart/soul of our strategy.  It is the process that builds links to your website across the internet and ultimately drives your Google/Yahoo/Bing scores increasingly higher
The WSI Pro Marketing Blog Process:

  • On an agreed to recurring basis, we upload blog posts to your website.  These can be WSI Pro Marketing-generated, client-generated, or joint venture works.  For client-generated works, we edit those works to guarantee that the blog post incorporate high-volume search phrases as well as strategic links to the relevant product and service pages.
  • Once a new blog post is loaded, that same day we will push out or "syndicate" the blog post as previously described.

The End Result: This strategy and implementation process drives (without exception) positive return on investment (ROI) for our clients.  Each month we empower our clients to calculate the ROI on our services by demonstrating objective analytical results.  The objective results include (but are not limited to) the exact number of website generated calls into the business, the exact number of web “contact us” form leads, Google’s own site visitation statistics, and more.    

If you internet marketing  support team is not demonstrating and defending a positive return on your marketing investment, then you’d be smart to either establish that or change service providers.  We welcome the opportunity to demonstrate what WSI Pro Marketing can do for you.

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