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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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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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Metalworking Survey Supports Need for SEO in Industrial Sectors

We last documented in November 2015 about the importance of search engines in the success of digital marketing efforts for industrial companies. A more recent study, titled Metalworking Trends Survey, published by LoSasso, provides additional support for the importance of search engine optimization, social media, and industry-focused portals when trying to reach prospects during their buying cycle.

According to the study, two-thirds of all buyers surveyed conduct product research online to narrow their choices before contacting a salesperson.  Demographics no longer matter: Respondents ages 55 and older answered the same way as younger, tech-savvy participants. 

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1858 Hits