877.799.9994   330.666.5164


Beth, a content marketing veteran, is responsible for client website strategies and overall project management.  Before joining Pilot Fish in 1999, she worked at Crain Communications' Rubber & Plastics News and Waste News.

No Time to Stall When it Comes to B2B Web Redesign

You should feel a serious sense of urgency to get your website and your B2B SEO in shape

Despite continued uncertainty about industry-related federal policies, news out this month from the Institute for Supply Management indicates that manufacturing continues to grow.

In fact, the institute reported that U.S. manufacturing expanded in February at its fastest pace since August 2014. And it doesn’t look like a fluke. The February increase extends a six-month trend of improving numbers.

But what does this have to do with B2B SEO and website design? Plenty.

As the scene continues to heat up, manufacturers – including your customers and prospects – are going to be looking for the goods and services they need to keep up with the growing demand. Does your company have a website and internet marketing program set to capitalize on these trends?


This is a good time to take a long, hard look at your corporate website to find an answer to that question. For starters, does your site:

  • Provide the right message to prospects and clients?
  • Offer accurate, up-to-date information on products and services?
  • List your company’s address, phone number and email clearly and correctly?
  • Include contact forms that work – and go to the right people?

Lastly, would you want to do business with a company that has a website like this?

If you can answer yes to all of those questions, good for you. Your next step is to see if you’ve got the proper SEO in place to bring in new, qualified prospects. Again, a few simple questions will do the trick. Do you know:

  • The number of visitors that reach your website via the search engines?
  • The most important search terms (and phrases) that prospects use to find your products and services?
  •  Your current search engine ranking for each of those terms?

Is each page of your website optimized to rank well on one or more of those terms?

And, again, if the answer is yes to all of those questions, good for you.  Now, you can gear up your content marketing and link building to keep your website ranking well and pulling in new leads.

Ahhh, there’s the rub. Do you have a content marketing and link building program in place? Do you know the most effective strategies to successfully develop such a program?

Don’t feel bad if the answer is “no” to this or to any of the earlier questions. With company employees spread thin and wearing many hats, it’s easy to forget about SEO and internet marketing.

While you don’t need to feel bad, you do need to feel a serious sense of urgency to get your website and your B2B SEO in shape to take advantage of the potential for increased demand.

Not only is manufacturing growing, but so is the number of B2B marketers relying on the search engines as a source of new leads. According to the 2017 State of B2B Digital Marketing Report, 63 percent of survey participants indicated that organic search topped their lists as a leading channel for revenue growth.

You can bet those respondents are getting their corporate websites and SEO plans in order. And your company will need to as well or get left in the dust by those better prepared to capitalize on improving manufacturing conditions.

The most effective way to not get left behind is to find a B2B SEO and website company that can help you create the right Internet marketing program to reach your prospects. You’ll want to look for a company that has a proven track record, experience in your industry and the knack for listening to and meeting your needs, not pigeon-holing you into a one-size-fits-all approach.

If you’re ready to build a website and B2B SEO program geared to your company’s success, contact Pilot Fish today by submitting this simple form or by calling 877-799-9994 ext. 2102.

172 Hits
0 Comments

A Better User Experience = Better B2B SEO

Pages with infinite scroll present a fatal flaw when it comes to B2B SEO.

As we’ve mentioned from time to time, this is not your father’s B2B SEO.

Search engine algorithms and SEO practices have changed dramatically over the years, and “just” having good content is no longer enough.

One of the major changes is the fact that the way people interact with your website now affects how the site itself is ranked by the search engines.

Search engines, Google in particular, have begun using “engagement” as a secondary factor that influences a page’s search engine ranking for any specific term.

Search engines usually measure engagement by how long a search engine user stays on a particular page. If someone clicks on a link and then clicks immediately back to the list of results, the search engines assume the page didn’t provide the required information and view that page as having lower engagement. If someone clicks on a link and stays on the page before returning to the search engine, that page is seen as being more useful and having better engagement.

Continue reading
142 Hits
0 Comments

Getting Your 2017 B2B SEO Off on the Right Foot

We’re nearly a full month into the new year, but there’s still plenty of time to consider SEO goals for your B2B website, as well as the best ways to achieve those goals. To that end, here are some best practices to put into place to get the most out of your B2B SEO this year:

Take the time to learn what your audience wants & provide it in carefully optimized, well-crafted content.

Focus on Your Audience

In a 2016 B2B Buyer’s Survey conducted by Demand Gen Report, 69 percent of B2B buyers said that content that speaks directly to their needs is the most influential aspect of a company website. To get the most value out of your SEO content, don’t just provide generalizations – learn the pain points of your intended audience and address those directly.

Prioritize Quality

In theory, every new web page is a chance to bring in new site visitors, but simply creating a lot of new pages doesn’t ensure your message will hit its target. One well-optimized, well-written page will do more to increase traffic and leads than a dozen poorly executed pages added to your B2B website just to increase page count.

Expand Your Research

B2B keyword research is about more than just individual words or short terms. Look for broader themes to create content around. Take the time to learn what information your target audience wants and provide that in carefully optimized, well-crafted content.  Google rewards this approach, and your site visitors will, too.


Answer the Question

More and more, Google is giving ranking preference to content that answers the questions that real people ask. Once you know the topics that interest your target audience, you can develop content that answers their most urgent questions.

Visualize Success

Words aren’t the only way to gain the attention of Google and potential customers – videos and infographics both have serious value as B2B SEO tools. Videos and infographics that provide useful, interesting information continue to rank well on Google and also provide another way to showcase your company’s strengths.

Stay Informed

You need to know the rules to play the game. Keeping up-to-date with current search engine practices and with the latest B2B SEO news will only enhance your ability to rank well and to attract additional qualified leads. Being uninformed = being benched. And you can’t score if you’re stuck on the bench.

Be Adaptable

Changes happen quickly, both in B2B SEO and in the business world at large. A certain amount of flexibility – and a willingness to try new tactics – will help your SEO, your website and your business stay on track.

Following B2B SEO best practices and keeping your website moving in the right direction can be a tall order. If you’d like some help staying on track, contact Pilot Fish today. We have the expertise to help you succeed.

504 Hits
0 Comments

“SEO Basics?” Video Helps Simplify Finding the Right B2B SEO for Your Company

B2B SEO, like all forms of search engine optimization, has become increasingly complex

We’re excited to unveil “SEO Basics?” – our newest video, which you can find at the top of our SEO Experts page.

The video lists a number of important questions to consider when a company is selecting a B2B SEO firm. These considerations include a wide range of topics, such as:

  • Project goals
  • Staff capabilities.
  • Budget


A key emphasis in the video is that B2B SEO, like all forms of search engine optimization, has become increasingly complex, requiring expert skills and up-to-the-minute knowledge of ever-changing search engine practices.

Not only does the video contain some great B2B SEO advice, but it’s also a live demonstration of one of the basic industrial marketing strategies that we recommend to all of our clients: Get the most use possible out of every content piece your team creates.

Our “SEO Basics?” video actually started life out in August as a blog post titled “SEO Basics for Finding the Best Web Design or SEO Company.”

Continue reading
258 Hits

10 Tips to Ensure the Proper Care & Feeding of Your Corporate Website

Using the wrong terms for SEO is like throwing a blanket over your website

In many ways, a corporate website is just like a copier, a delivery truck, machinery or any other corporate asset.

A major difference, however, is that those physical assets often are on a regular maintenance schedule, while companies rarely think about routine maintenance for their websites. Unfortunately, these often overlooked tasks can be crucial to a site owner’s corporate reputation and lead generation.

Good website maintenance doesn’t have to be difficult or time-consuming. In fact, you can begin with a simple check of your site to make sure these key areas are still accurate:


  1. Your corporate address, email address and phone number
  2. Your product information and list of services
  3.  Any references to staff members or email addresses
  4. Facilities and equipment lists
  5. Images – look for old facilities, discontinued products and former employees
  6. Tagline or motto
  7. Maps/directions to your facility
  8. Your contact form – are the qualifying questions still pertinent?
  9. Submit the form. Does it go to the right person?
  10. Search terms – is your site targeting the right keywords?

Especially if it’s been years since your last reviewed your search terms, keyword research can be useful to discover whether search engine users are still searching for the terms your site was originally optimized for. Using the wrong terms for search engine optimization is essentially the same as throwing a blanket over your website: Qualified prospects aren’t going to be able to find it.

Another issue that requires serious consideration: Is your website mobile-friendly? With Google's announcement that it will begin giving priority to pages that display well on cell phones and tablets, this has become a major concern for any company that wants its website found in Google search results.

The final question can be the most interesting: What’s missing from your site?

Search engines and site visitors have become more sophisticated over time and often expect more than just the brochure-style website that once was the industry standard.

Something as simple as a site map or as useful as a resource section providing tips, documentation and pertinent information can make a big difference in how your site is ranked on the search engines – and how your company is perceived by potential customers.

An annual site review is sufficient – and the end of the year is a great time for a review. Anything that’s inaccurate should be easily fixed by a qualified website developer, who also should be able to help add new sections to your website.

Once you’ve completed this internal clean-up, take the opportunity to turn your attention to the external elements that can affect your website’s search engine positioning and overall availability to prospective clients.

Press releases, social media posts and links from reputable websites within your market are other great ways to gain favorable attention from the search engines and from qualified site visitors. These often can be relatively low-effort and low-cost methods of increasing links and interest in your site.

A reputable optimization companycan help lay out the best plan to keep your company’s external web marketing efforts in tune with your needs and the needs of Internet users.

In the end, the same basic tenet covers websites that covers your company’s other important assets: Be kind to your website, and it will be kind to you.

448 Hits

Which Google Stats Should You Track to Boost Your Website’s Performance?

The stat many people focus on – average Google rank – doesn’t tell you if your website is actually delivering results.

Our clients ask a lot of good questions, but one question that isn’t asked often enough is which Google stats should be tracked.

This question is really the key to understanding Google Analytics, and it’s particularly timely, considering that the long-awaited Penguin 4.0 – the Google update that works to cut down on spammy websites in the search results – arrived right at the end of September.

Now that the update is here, how do you know if it affected your site? Really, how do you even know if your site is performing as it should? The answers to both of these questions can be found in your Google Analytics reports.

Understanding Google Analytics can seem daunting because this powerful tool provides nearly unending amounts of data.  Complicating matters is that the stat many people focus on – average Google rank – doesn’t tell you if your website is actually delivering results. Site owners who truly care about generating qualified leads and sales through their websites know the number of site visitors and the number of click-throughs from Google to specific pages are better indicators of a website’s true performance.

Continue reading
630 Hits

How to Understand What’s Truly New in SEO

No good industrial marketer would ever guarantee Page 1 rankings or specific increases in traffic or leads.

If you’re a company owner or marketing director who cares about online sales leads, you’re probably past the “what is search engine optimization” phase and well into a “what’s new in SEO” mode.

And what’s new in SEO seems to be an unending plethora of updates and hints and guesses (especially about Google), as illustrated by some recent headlines:

Google drops mobile-friendly label, keeps mobile-friendly ranking algorithm

Google testing new sitelink format in its carousel

Google tries dropping the estimated number of results from its search results pages

Html5 not a Google ranking factor

Continue reading
437 Hits

Another Google Algorithm Update is Here

Don’t panic. … Be patient.

Another Google Algorithm Update … But What Does that Mean for You?

Another Google algorithm update has landed in the web’s lap, with many industry observers reporting a change in the core algorithm without any clear evidence of the final effect on B2B SEO.

Unlike the Google algorithm turmoil from earlier this summer, this change seems to be of the one- and-done variety. After the initial flurry of activity observed a few days ago, it appears that the Google is allowing its ranking algorithms to do their thing without any more tinkering than usual.

When directly questioned about what kind of Google algorithm change occurred, one of Google’s webmaster trends analysts said there definitely had not been a Penguin update.

Continue reading
525 Hits

Boost Your Internet Marketing with Carefully Crafted Industry Outreach

Your best plan of action is to present truly newsworthy information clearly, concisely and honestly

Press releases are great things. They get your news out, they provide useful links back to your website, they give your company an extra chance to get ranked on Page 1 of the search engines.

Press release distribution services are great things too. They provide a permanent home for your press release and distribute your news to thousands of publications and news sites in a cost-effective manner.

But all great things really do come to end, and, while mass-distributed press releases provide a lot of useful benefits, there’ll be certain times when you want to take your Internet marketing a step further.

A case in point is when you have news of major interest to your industry. Online press release services don’t always have an option for distribution to industry-specific publications, and those that do often charge a prohibitive fee for the privilege of using their targeted delivery.

Continue reading
479 Hits

Industrial Marketing Just Got More Complex

The best industrial marketing plans incorporate social media outreach in support of SEO.

Social media is no longer the darling of just teenagers and celebrities. Industrial buyers – of all ages – are actually putting LinkedIn and its ilk to good use in their professional lives, giving B2B marketers another tool and another challenge to reach their target audiences.

Social media’s increased popularity among industrial buyers is one of many findings in a report recently released by IEEE Engineering360. “2016 Social Media Use in the Industrial Sector” is based on answers from 850 survey respondents who work in the industrial and research fields.

A good majority of the survey participants began their professional lives before the dawn of the Internet: 68% of the respondents said they were over age 49, 18% were 35-49 and 10% were 18-35 (4% chose not to give their age).

Regardless of age, 82% of all respondents reported using social media for up to two hours per week for work purposes, without a material difference in responses from the different age groups.

Continue reading
521 Hits

Tools to help chart the sometimes rough seas of B2B SEO

Armed with that knowledge, you’re in a better position to avoid knee-jerk reactions and make the right SEO decisions.

In Angela’s recent blog about possible causes for drops in search engine rankings, she mentioned one B2B SEO factor that none of us have any control over – fluctuations in the search engines’ algorithms.

The search engines are usually pretty tight-lipped about how and when they alter their rules for ranking websites, but there are a number of reputable companies out there now that track such changes.

Their basic reports are free, and they provide some historical data to put current incidents in perspective. Most of the companies also offer for-fee tracking services, which aren’t covered in this review.

Here’s a brief rundown of the most popular trackers:

AccuRanker – monitors 28,000 randomly selected keywords globally; provides an overall “Google mood indicator” (today’s was grumpy) and allows site visitors to filter results based on country and type of device.

Algaroo – follows 17,000 search terms on Google; also offers email alerts for major changes and disruptions.

Continue reading
386 Hits

In B2B SEO, Any Backlink Isn’t Necessarily a Good Backlink

Backlinks are the dinner bell that draws site visitors in.

If you read any SEO websites on a regular basis (not that you have to, that’s one of the things we do for you), but, if you do read any SEO sites or newsletters, you’ll notice that there are often two camps – “Content is what counts!” vs. “Backlinks are obligatory!”

In the end, really, both camps are correct: Good, strong content, properly optimized for both search engines and site visitors, sets the table for a successful website.

But you’re not going to get the gang around the table, gobbling all the good things you’ve set out for them, without backlinks.

Continue reading
678 Hits

The 1 Big Reason You Should Care About B2B SEO

The objective is to ... ensure your company’s success, today and for the foreseeable future

Pilot Fish has posted a number of blogs recently about how to ensure SEO success and how to stay relevant in today’s industrial marketing landscape, but there’s one key topic we haven’t touched on:

Why should you care?

And there’s only one real answer to that question:

Because you want to make money.

There’s always a lot of talk about B2B SEO this or search engine rankings that, and it’s easy to lose sight of our final destination on this sometimes crazy journey of industrial marketing.

The end game isn’t just to rank well on the search engines. It isn’t to line up a row of shiny B2B SEO trophies on your mantel. It isn’t even to say “nanny nanny boo-boo” to your competitors whose websites don’t rank as well as yours (although that is fun).

Continue reading
811 Hits

Avoid These 12 Mistakes to Ensure B2B SEO Success for Your Company

All too often, web site owners are their own worst enemies when it comes to SEO

Last week’s blog post related an incident when a client pointed out a minor fluctuation in its rankings for a specific search term and asked “Who’s beating us?”

In that instance, the answer was “Nobody’s beating you.”

But … honestly … sometimes the answer is “You’re beating you.”

All too often, web site owners are their own worst enemies when it comes to SEO and lead generation.  A site owner’s inaction and poor decisions can hurt search rankings much more than any competitor’s aggressive SEO plan.

Here are the top mistakes to avoid so you can become your company’s SEO hero – not its downfall.

Discounting the importance of a corporate web site or Internet marketing in general. Gone, gone, gone are the days when a good print ad and a hearty handshake would gain your company new customers. As documented in previous blog posts, today’s industrial buyers rely on vendors’ web sites to provide the information they need to make critical purchase decisions.

Continue reading
404 Hits

4 questions that will show whether your B2B SEO is doomed to fail

Trying to get a site to move one or two positions up in the search results for a specific term can be a daunting task.

Recently, a B2B SEO client wrote us with this concern: “I just saw that we’re now at No. 2 on Google for [a specific keyword] instead of our usual No. 1 position. Who’s beating us?”

The answer, very simply, is: “There might not be anybody beating you.”

A recent change of one or two positions likely doesn’t signify any serious flaw in a comprehensive B2B SEO program. Fluctuations – big or small – frequently aren’t a sign of imminent doom. They’re the result of any number of experiments the search engines run on a regular basis. Movements up or down one morning could easily be reversed the next day or even that afternoon.

It’s easiest to assess changes in search engine rankings if you have a historical record to compare the changes against. A good analytics package (like those offered for free by Google and Bing) and a good B2B SEO company to help analyze the data are the strongest foundation for creating that record.

Continue reading
457 Hits
0 Comments

Optimize Your News for Maximum Effect

Blogs provide a great opportunity to share information about your company and drive qualified traffic to your website.

So, there’s something different happening at your company – maybe you’re exhibiting at a specific trade show or launching a new product.

Your company has already expended significant resources to get to this point, possibly a new booth for the trade show or definitely a lot of research and product development for the launch.

It only makes sense to wring the greatest possible value from those expenditures by promoting these events on your website and through social media and news sites.

 Effective promotion of news like trade show exhibits and product launches allows your company to:

  • Increase the return on its expenditures
  •  Improve your website’s performance on the search engines
  •  Drive additional qualified traffic to your website
  • Generate high-quality leads for your sales staff

News promotion can seem like a daunting task to companies that don’t have marketing departments or advertising agencies. But here’s a simple list to follow to get the job done in a way that's both efficient and beneficial on several different levels.

Continue reading
558 Hits
0 Comments

Play the Percentages to Improve SEO & Digital Marketing Effectiveness

 

Hiring the right provider is just the first step in the right direction.

Hot off the presses this month is a new study of digital marketing trends across a wide range of sectors.

The results are telling:

  • Nearly half (41%) of the 275 respondents characterized the state of their organization’s digital marketing as below average compared to their competitors
  • 71% said their digital marketing effectiveness was either increasing only marginally or actually decreasing
  • 40% and 35%, respectively, cited the lack of skills/training and the lack of an effective strategy as major obstacles to their digital marketing efforts
  • 45% reported SEO was one of the most difficult digital marketing strategies to execute

Those figures all point to one fact: there are a lot of companies out there in need of digital marketing assistance.

Continue reading
717 Hits

SEO Planning Saves Your Company Time and Money

Let me give you a good piece of SEO advice: learn from other peoples’ mistakes.

Yes, I do sound more like my mother every day. But that’s not the point.

The point is that Pilot Fish has been spending a good bit of time lately – and, even more to the point, our clients have been paying a good bit of their hard-earned cash lately – to fix problems that could have easily been avoided.

Continue reading
632 Hits
0 Comments

Good SEO can help you find the products – and prospects – your business needs

More than half of survey participatns spend six or more hours per week on the Internet for work-related purposes

In case there are still any doubters, let’s make two things clear:

  • The Internet is real
  • Your prospects are using it to look for the goods and services you provide

Even today, 20+ years after the start of the Internet, there are still industrial naysayers who maintain that the Internet is solely for teeny-boppers and consumer shoppers while only phone calls, personal visits and trade publication ads can reach their highly selective, non-Internety prospects.

But a new report by IHS Engineering360 shows just how antiquated that philosophy is. The report details the results of a survey of 1,403 industrial professionals, and the findings are unequivocal:

Continue reading
993 Hits

Navigating the wild world of SEO

Search engine optimization just keeps getting more interesting – and more complicated.

A new report by Moz, a Seattle-based SEO tools provider, highlights this current state of affairs all too well: the report documents more than 35 different ways a web page could be displayed on page 1 of Google – not including paid advertising or market-specific features like menus, lyrics or sports scores.

These organic displays range from a simple, old-school listing, like this:

basic listing example - industrial seo specialists

Continue reading
927 Hits