Making your website efficient to the end user and optimized for search are essential pieces in creating a successful online marketing plan.
Remember the movie Field of Dreams? That whisper of a promise heard throughout the movie, “If you build it, they will come” just isn’t true with a website or any online marketing tactics. Your site, online marketing messaging, online listings and even press releases need to be optimized for both search engines to find you and index your company for what you do and what you provide.
There are a number of ways to help your site appear higher in natural search results for desired searches, as well as improve the design, content and structure of your online presence.
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Once upon a time, having an online presence only applied to businesses that had an e-commerce solution or those who were trying to reach the global market. Those days have long since passed and your customers from around the block are hitting the web to find out about you and what you have to offer. Are you there?
Savvy searchers are everywhere, so planning a strategy to reach those targets that in your own neighborhood needs to be just as strategic as reaching across the country. FSC works with small and large businesses to increase their online presence where potential local customers are local listings, directories and searches.
FSC can navigate through the main search engines to help you create optimized listings as well as research directories, review sites, product feeds and listing services to make sure that you are listed where appropriate with all of the information that will get you found.
Our local listing plan will work to increase both your web traffic and your walk-ins.
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At FSC, we know it all goes back to keywords whether for paid search, social media optimization or the most common use, search engine optimization.
Through extensive keyword research, FSC can identify the terms that your audience is searching on that relate to your products and services – and sometimes they are different than what you might think. Our tools and experience allow us to analyze data and get a view from the end user’s seat, providing a recommendation of targeted terms that will work for you and your goals.
We can use our keyword data to build out a well-thought out and strategic paid search campaign, content on your site with calls-to-action that bring the visitor from entry to conversion or content on your blog and social media pages.
By optimizing your content and site for visitors, you also optimize for search engines like Google, to be indexed by the keywords that you want to be found for listings and in searches. Optimized content in any place you include your business – is an essential piece in your overall online marketing efforts.
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[expand title="Press Release Optimization" tag="h3"]
As businesses and organizations clamor for their share of attention online, what better way to distribute your latest hire, product release or new line of service than directly to those who cover your industry beat online. Submitting your release to major online PR resources as well as specific industry publications will increase the likelihood of your company information being distributed while increasing the number of inbound links to your site (an SEO tactic that is important to improve your rankings).
Here’s where keyword research comes in to play. The content of your press release needs to be optimized for the terms you want to show for your company listings within major search engines. Optimizing press releases takes your pitch to the next level by incorporating targeted terms while targeting distribution of the big news to an online population of over 1.8 billion.
FSC will review and rework your release by:
- Optimizing titles, editing headlines, and creating links using targeted anchor text based on keyword research
- Using style tags (headers, bold, emphasis) to draw the eye of both the human reader as well as search engines robots to key terms used within the release
FSC has a list of over 50 sites that we can submit your article on your behalf (some paid, some free) or you can take the optimized article back in house and distribute it yourself. All submissions can be tracked for links and clicks and monthly reporting will show how far that article really went on the web.
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Search engine optimization is not a one time effort; it is the basis for all of your online efforts. An optimized web site that has calls to action, a clear path for visitors, and directs those visitors to what they are looking is the foundation needed to see results from social media, search engine and even traditional marketing. Even those that only are looking for a social media solution benefit from having a site analysis to make sure that the goals you set for your social media efforts are complemented and accessible once they make it to your site.