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SEO Tricks: Is There a Simple Path to Page 1 Google Rankings?

On a fairly frequent basis, we’re contacted by folks who would like to find out “what’s wrong with their site,” which had been performing well on Google until a few years ago.

The simple SEO tricks that previously generated Page 1 rankings on Google aren’t working anymore. The assumption is that someone, a web developer or rogue employee, did something wrong and there’s a simple fix that we can provide to bump the site back to its prior Google rankings.  Or, they understand that Google has made updates to its algorithm, so they want to get the new SEO tricks that will improve their site’s performance.

Unfortunately, in most cases, we find ourselves to be the bearers of bad news.

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Improve Your Site’s Speed to Earn Higher SEO Rankings

You can greatly improve website performance by following a few steps to reduce the impact of those items on your load time.

In recent years, Google has expanded its search algorithm to include technical factors that measure site performance and usability, and it continues to increase those standards. Site speed has become important enough to Google that it now provides a tool where you can see how well your site performs and obtain recommendations from the search giant on improving its performance. 

Improving site speed helps your company in two important ways:  1) It can boost your search engine rankings, and 2) it gives your site visitors a better overall experience, which may lower bounce rate and encourage visitors to spend more time clicking through your site.

Running a Google PageSpeed Insights evaluation on your website will most likely reveal some commonly known problems. Here is a list of those usual suspects and some recommendations and tools to help you boost your score.

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A Website Audit Can Keep Your Site Front and Center for Search Engines and Prospective Clients

As the economy reopens across the country – and around the world – many companies are adjusting to a new reality. Doing business remotely is the norm now, and manufacturers need to learn to adapt.

With an emphasis on video conferencing and virtual meetings, it’s easy to overlook the basics. But your corporate website is an asset that deserves special attention. Now more than ever, a company’s website offers a vital first impression to people looking for your products and services online.

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Google Algorithm Change to Target User Experience

Google has announced that it’s preparing to add a new algorithm to its arsenal, this time based specifically on people’s experience with web pages.

The good news is that the algorithm won’t take effect until some point in 2021, so you have plenty of time to get ready.

The new algorithm is called the Google Page Experience update. It incorporates several ranking factors Google previously announced, with some new considerations thrown into the mix.

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Content Marketing in the Time of Coronavirus

Customers will remember who stepped up to help.

COVID-19 and its effect on everything from health to industry have everyone’s attention these days. It’s an undeniable fact of our times.

As a result, B2B content marketing strategies need to take this preoccupation into account – not to capitalize on it but to acknowledge customers’ very real and very immediate concerns.

Pushing ahead with your planned content marketing program without that acknowledgement can seem tone deaf if not downright insensitive. You need to adapt your strategies to today’s necessities. Businesses that can pivot to take their customers’ concerns into account will be the ones to succeed.

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SEO Linkbuilding: Look for Backlinks Within Your Industry

Google uses backlinks as a measurement of your site’s authority within its industry

No doubt you’ve seen this on Google: A website on the first page of results that looks terrible, doesn’t seem to have much useful info and, yet, performs really well on the search engine. You might be even more frustrated because you’ve already spent a considerable amount of time optimizing your own site for SEO and wonder whether those efforts are wasted.

It’s easy to get caught up in all the details that go into optimizing one’s website. There are many content-related factors and technical SEO considerations. But, that’s not the end of it. One-half of Google’s algorithm, about 100 different factors, relate to what we call Off-Page SEO – the number and quality of backlinks to your site from third-party links.

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Does SEO Work for Industrial Businesses?

If you’ve spent any time interviewing search engine optimization (SEO) firms, one of the things you’ll find is that the reputable ones will tell you “we can’t guarantee specific results in Google.”

While that phrase provides an honest assessment of our, or anyone’s ability to control Google, it also does the SEO industry a disservice because, quite frankly, SEO works.

SEO has been around for 22 years, since Google launched in 1998, and it’s still the most effective way to get qualified website traffic. In fact, we’re hearing from more and more clients that their websites have become their #1 lead generator since implementing SEO.

At the same time, SEO has become harder and more complicated with every update to Google’s algorithm. But the good SEO firms are ones that have developed a process they know works based on years of experience working on client websites. They also have the ability to track Google changes and adapt their clients’ SEO to meet current standards.

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2020 SEO: Brush up on the Game of Monopoly

When it comes to implementing search engine optimization for 2020, I tell clients that it’s like the game of Monopoly.

First, Google itself is a monopoly among search engines, with an 88% market share for all searches conducted in the United States, and a 92% market share for searches worldwide as of January 2020(1). For the industrial clients with which we work, that’s fairly significant, along with the knowledge that 89% of technical professionals – their customers -- say they use search engines as a source of information for work, with 77% saying they use the Internet to find equipment, components, services and suppliers.(2)

So, there’s no escaping the impact that Google has on your business, whether your website is optimized or not.

Companies that have gone all in with SEO are likely the ones benefiting from Google’s domination; those that have not (unless they’re branded giants in their own right) are likely suffering and wondering why the Internet doesn’t work for them.

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Pilot Fish celebrates 25th anniversary of Internet marketing excellence

We were there at the forefront and continue to offer our clients SEO expertise derived from many years of practical experience.

My, how time flies when you’re having fun! Pilot Fish is celebrating 25 years in the Internet marketing industry, through our affiliated business Polysort.com, which was founded in 1995 as the first online portal for the plastics and rubber industry.

And, my, how things have changed over the last 25 years!  When we started Polysort.com, it was the Wild, Wild West back then, and we cut our teeth teaching plastics and rubber companies how to setup email accounts and build their first websites. 

Very few companies had websites in 1995, so helping plastics and rubber companies build their online presence became our primary business,which is just a part of our mission today.

With the launch of Google in 1998 and its subsequent growth, search engine optimization become a must-have for every industrial company's marketing toolkit. That's where Pilot Fish stepped in.  

As inquiries increased from non-polymer businesses and the need for SEO grew, Pilot Fish became our website development and SEO arm, providing Internet marketing services not only to plastics and rubber companies, but also to other industrial businesses in a variety of markets, including medical, packaging, woodworking, construction products, chemical, machinery and more.    

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Google Algorithm Change Shakes Things Up

Keep focused on great content.
- Google

Google routinely adjust its algorithm a couple times a week to no fanfare, but an update that rolled out in early November caught the attention of SEOs and website owners.

Some websites saw their traffic drop 30-50%. Some of our own clients were slightly affected, and we’ve already initiated activities to get them back on track.

In response to questions from SEOs, Google confirmed that an update had occurred but gave no indication of what website owners could do to combat the change, beyond its usual advice to provide “great content”:

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Elements of a Successful SEO strategy

Wondering what it really takes to execute a successful B2B SEO strategy?   Based on more than 25 years of experience in website development and SEO, here’s what the SEO experts at Pilot Fish recommend: 

1. Keyword Research and Competitor Analysis

Before you start redesigning or optimizing your website, it’s important to know what the target is. Keyword research helps determine not only the most popular terms used to find businesses like yours but also similar terms that can generate additional site traffic.  Reviewing what your competitors are doing from an SEO standpoint helps gauge how competitive the search environment is for your industry, thereby providing information on what effort will be needed for your site to earn higher placement on the search engines.

2. SEO Copywriting or Content Writing

Once you know the best overall universe of keywords your site must focus on to attract the most site visitors, it's time to put that information into action on your website pages. Pilot Fish employs skilled B2B SEO copywriting experts who, prior to working here, developed strong content writing skills as journalists at respected print trade publications.  Our SEO copywriting specialists will work with you to identify the most appropriate content for your site and then work their magic to develop content that addresses what search engines and your site visitors are looking for.

3. SEO Link Building or Off-page SEO

Because search engines evaluate the number and type of incoming links to your site as a way of determining your site's importance vs. your competitors', it's important to incorporate an incoming link strategy into your search engine optimization plans. Pilot Fish SEO specialists will work with you to identify the best strategy for your business. 

4. Ongoing Content Marketing, SEO Tweaking and Results Measurement

Because search engines routinely alter the way they rank sites and your competitors are likely to revise and improve their own sites over time, it's critical that you and your SEO firm periodically review your search engine optimization to make sure your site's still performing.  Additionally, it's important to continue adding valuable content both on your site and through content marketing  to build backlinks and entice prospects to return to your site.  Pilot Fish can provide you an ongoing SEO strategy for improving and maintaining your site's ability to increase site traffic and generate qualified leads.

For a free site analysis or a customized quote for your B2B website, contact the SEO experts at Pilot Fish or call 877-799-9994 ext. 2102. 

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Does Your Industrial Website Factor in Millennial Buyers?


Millennials value user-generated content and, in particular, customer reviews more so than company claims of performance.

We hear a lot of news coverage about the impact that the millennial generation (those born from 1981-1996) will have on our society. But what about your business? Younger millennials have grown up with computers and the internet as an integral part of their lives. So, not surprisingly, they’re accustomed to researching and shopping online and have much different expectations of websites than folks in older generations.

Engineers, purchasing managers, company owners in the millennial generation are viewing your site in significant numbers. And their impact on your business is increasing with each passing year. Is your website set up to meet the needs of these tech-savvy visitors?
 

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Newest Periodic Table of SEO Factors Outlines What It Takes to Get Good Search Engine Rankings

The basics are simple – good content, careful coding, no sneaky tricks.

Search Engine Land has released the 2019 version of its Periodic Table of SEO Factors, a handy chart of the activities that can positively – and negatively – affect your website’s search engine rankings.

With 200+ ranking factors in Google’s algorithm, Search Engine Land distills all the known information about Google’s methodology into 35 elements, which cover multiple ranking factors.


Positive Attention

Twenty-nine of those elements represent positive ranking factors, those activities you can undertake to help improve your website’s position on the search engines. Seven of the elements dealt directly with content.

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The Need for Site Speed

Faster pages are known to have higher traffic and better search rankings.

Since Google is tightening its SEO standards on website download time and page speed (factoring your site’s download time into search rankings), it’s time to take action, if you haven’t already. There are countless operations that can be performed to improve page speed, but, knowing where to begin can be overwhelming.


My site seems to load fine, so why is this necessary?

  • To maintain visitors.
    Statistics show that, if your site does not load quickly, visitors will leave in just a matter of seconds. Fast page load times are a major factor when it comes to user experience, usability, and the overall functionality of your website.
  • To perpetuate sales.
    On e-commerce sites, visitors who become frustrated with slow page load times are not likely to return, which oftentimes leads them to competitor sites. Fast load times lead to more customer interaction and better sales.
  • To improve rankings.
    Faster pages are known to have higher traffic and better search rankings. Significant improvements in site speed will lead to better performance.  
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The Once & Future Problem with Spam Contact Forms

We’re left to realize that some things never change.  

Once upon a time, sales seemed simple. You called, visited or mailed your prospects and clients directly. As technology progressed, you might have faxed them. If someone wanted to find you, they could visit your booth at a trade show or look up your phone number and address in a physical directory.

Then the Internet came along, and things got interesting. Now a lot more people could find you much more easily – and you could collect leads more easily, too, because your website had a nifty neato contact form for site visitors to submit.

Then hackers ruined everything by finding ways to automatically fill in and submit the contact forms on websites. Some of these submissions were cold calls, some were mere nuisances and some were actual hazards containing malicious code.

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Are you Giving Your Top Salesperson the Tools She Needs?

Investing in SEO is akin to giving your best salesperson everything they need to be a top performer.

Are you Giving Your Top Salesperson the Tools She Needs?

If you own your business or manage the sales organization, you’re likely in tune with the specific things your sales team needs to be effective for your company:

  • Access to leads or contact list, a phone, email, maybe a car, and a good CRM to track results;
  • Appropriate supporting sales literature and training on how your products and services benefit your customers;
  • A marketing strategy and organizational support for the quoting and sales process;
  • Incentivizing compensation;
  • An environment that encourages productive independence, with accountability to the company to meet organizational goals;
  • Personal benefits, like sick pay, vacation time and a 401K, that help your employees feel valued and empowered to be the best at what they do.

But, what if, in providing all these things to your sales organization, you were ignoring the vital needs of someone who could be your top producer?

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Why Have My Search Rankings Dropped?

Given Google’s newer emphasis on user intent, it becomes very difficult for a single site to dominate the top rankings across a broad set of keywords.

On March 12, Google announced what it called a “broad core algorithm update,” the sixth major change to the search engine’s algorithm in the last year. Unfortunately for everyone, that’s about as specific Google got in describing the impact of “Update Florida 2,” as it has been named.

As with prior changes, Google’s advice in managing this new update is to continue with standard, accepted SEO practices.  But, for sites that have noticed their traffic on the downhill lately or in the last couple of years, a better explanation is in order.

How SEO Started

In the early days of Google, earning Page 1 rankings on the search engine was as easy as incorporating the right keywords into your meta tags and content. Companies that jumped on the SEO bandwagon early got tremendous advantage, dominating rankings within their business segments.

Over time, Google modified the algorithm to make capturing the prized top rankings more difficult, adding backlinks and myriad other ranking signals.

Today, we know that the Google algorithm incorporates more than 200 ranking factors, about half of which are related to on-page SEO and the other half to backlinking and content marketing.

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4 Simple Content Marketing Tips to Boost Your SEO

Produce fresh, useful content that appeals to customers and prospects.

With 2019 well under way, now is a great time to review your SEO practices and plan to take some new steps in the right direction when it comes to content marketing.

New, fresh content continues to remain a top priority when it comes to ranking well on the search engines. Google, in fact, rewards pages that display expertise, authoritativeness and trustworthiness.

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Review Your Website to Ensure SEO Success in the New Year

A poorly maintained site usually won’t rank well on Google.

2018 is nearly over, and we all have our own lists of things we’d like to complete before the end of the year.

One task that should definitely be on your list is a quick review of your website.

Let’s be clear: mistakes on your website matter. An old phone number or malfunctioning contact form could keep you from acquiring a new customer, while inaccurate information and broken links can lead new prospects to decide you’re not a vendor they feel comfortable with.

Broken links and inaccuracies matter to Google as well – a poorly maintained site usually won’t rank as well in Google’s search results.

So what’s a concerned site owner to do? Here’s a simple checklist of 10 items to review on your website to make sure your site is in good shape:

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6 Linking Tactics – and a Bonus Tip – for Better B2B SEO

Content marketing & link-building can provide a powerful one-two punch for your B2B SEO.

One easily forgotten element in the battle to improve search rankings is simple linking.

Here are some easy ways to increase the number of links to your website:

  1. Content marketing is the key here: Write new, useful content every month – no one will link to an old, outdated website that has nothing new to offer. This content can include:
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