Robert Adelson, Esq., a well-known Boston business and contracts law attorney has engaged with WSI for SEO services for his executive employment law practice. For over 20 years, Attorney Adelson has provided his clients with outstanding legal representation in areas of employment agreement, executive compensation, equity and separation matters.
A frequent speaker and author, Rob has written numerous articles in the areas of employment agreements, non-competes and restrictive covenants, compensation, stock, stock options and executive equity terms.
His articles have been published in The Culpepper Letter, Family Business, Boston Business Journal, Genetic Engineering News and Mass High Tech: The Journal of New England Technology. In addition, Rob’s work as an executive employment attorney in Boston has been recognized in the Boston Globe, the Boston Herald and other publications.
The goal of the WSI engagement is lead generation. WSI conducted a careful analysis of the web presence and digital marketing activities performed by his previous marketing providers. The results showed that he has a 12-page responsive website, a 70-page older non-mobile-friendly website, a free WordPress blog with hundreds of pages, a Findlaw profile and four highlights, and a monthly e-newsletter campaign that drives traffic to the WordPress blog.
There was much duplicate content on these web properties and a strategy for content marketing, link building and driving website traffic was lacking.
WSI’s digital marketing solution:
– Rebuild the 70-page website into a NEW responsive website that complies with Google’s mobile friendly standards. Responsive websites enjoy improved Google search results rankings.
– Redirect the 12 page responsive website to the new website, preserving the links.
– Duplicate content was cleaned up.
– Next, perform comprehensive keyword research on the subject of executive employment and selected specific keywords that were then mapped to the relevant pages of the website.
The keywords focus on what Attorney Adelson does, as well as what he is, i.e., executive employment lawyer.
– Employ advanced on-page optimization techniques. The pages were optimized for the selected keywords and their stems. Here are several examples of keywords that have been optimized on the executiveemploymentattorney.com site:
With the on-page optimization complete, the SEO will now focus on improving the popularity of the new SEO pages through a comprehensive content marketing and local SEO program.
The off-page SEO program will include registering the website in local business directories, posting on its Google+ page, writing new articles, posting Rob’s speaker slides on Slideshare, and increasing his positive customer reviews. In addition, monthly blog posts will be written and syndicated to blogs established on the popular blogging platforms Tumblr, WordPress, Blogger, and Weebly. Monthly newsletters will include landing pages on the website to drive traffic to the website.
Each month of the SEO implementation will be monitored and carefully tracked. Key metrics that will be measured each month include links, rankings, organic visits and leads from organic visitors. We expect to achieve significantly increased lead generation rates from these SEO efforts.
This blog post is originally published on http://www.thewsitouch.com/executive-employment-lawyer-engages-wsi-web-development-seo/
AZ Dog Sports is known for being the premier indoor dog sports and dog training facility in the Scottsdale/ Phoenix area. They are an APDT affiliated facility which is staffed by certified dog trainers. They master the philosophy of positive training methods. They offer over 65 dog training classes per week being, as well as services such as Dog Board & Train, Dog Walking services, in home Pet sitting and a Dog Training Academy. The academy program trains people who are interested in learning how to become a dog trainer. AZ Dog Sports has just about everything for the dog lover!
AZ Dog Sports is not only competing with dog industry websites and big chains for many of their services, but also they compete with individual providers working out of their homes, as well as online training academies. This makes the local digital presence essential for their success to fill all 65 classes!
They came to eSpark Marketing with two specific goals for their online presence
Upon examination of their website and their current SERP positions, we constructed an SEO strategy to focus on each service area individually, starting with their most coveted buyer persona; the person interested in learning how to become a dog trainer or improve their dog training skills for an occupation or hobby within the dog industry.
Afterwards, we remapped the website, rewrote content, conducted on-page SEO optimization and off-page SEO optimization. All with the aim to achieve more qualified traffic and thus increase conversions. Then came the increase in clients! Besides search engine optimization, our plan also included social media ad campaigns, social media in-house training and improved analytics reporting.
That new innovative marketing took off! In the first year of business for the AZ Dog Smart Academy (newly expanded name), the marketing brought in dozens of new students and introduced a whole new generation of certified dog professionals to the valley of the sun! If you’d like more information about AZ Dog Sports or AZ Dog Smart Academy, please follow our blogs on Blogger, Tumblr, WordPress or Weebly.
This blog originally appeared on http://www.esparkmarketing.com/esparkmarketing-has-gone-to-the-dogs/
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I’ve mentioned buyer persona in many of my articles. I have frequent conversations with business people about buyer personas. We all get it. Do you implement it in your everyday marketing activities?
I’ll tell you why most websites miss buyer persona knowledge
I’ll tell you why most websites are on the wrong street when their customers are browsing for their products and services on another street.
I was in Rome last year and I walked to Church every morning. On this particular morning I turned left too soon. I was on the wrong street. I walked up on down on the street parallel to the street I needed to be on. Nothing looked familiar. I was lost for half hour until I decided to go back to my start point.
When people are searching for your business they are not so patient. Technology is constantly selling instant rewards. Websites attract or dispel in seconds.
A Website that converts leads to sales, speaks to her buyer personas
The words used on the website are words your buyer personas will use when asking Google, Bing or Yahoo a question. Let’s say you’re a consultant who sells customer service training courses. Most people who need your services never purchased such a service before and is very unfamiliar with your terminology. Instead of saying “Improve your customer services” it would be more lucrative to use words like; “Improve customer retention” or “How to train my staff to relate better to customers” Buyer persona phraseology is not that difficult but it takes research and testing.
At WSI, we use what people search to help future customers to connect to your website and not allow these searching customers to go to the competition’s website. We use search queries to improve the words you use on your website and when you follow up with them either with email or phone calls.
When a visitor comes to your site they may read certain articles. They may read certain pages. According to where they spend more time or less; determines what further information we should add to your site and what further information we should offer to this visitor via email or otherwise.
65% of buyers already have completed their research before they decide to buy. In other words, people, your future customers, are searching. If your website has only the information you want to put on it, simply because you have no more time to spend on your website; most probably your visitors aren’t intrigued. If your website does not connect with your buyer personas (you’re not on the same street as they are) you are wasting your marketing budget by driving traffic to your website.
If you wish to qualify marketing leads before you send leads off to the sales department; leverage your website to improve your buyer persona knowledge. We call this Marketing Automation.
Marketing Automation helps your website qualify leads and thus your conversion numbers improve and so do your sales.Its the most cost effective digital marketing strategy for 2017.
With Marketing Automation on your website, you connect with your buyer personas.
Increasingly, search engines are doing a good job of delivering trustworthy, relevant results when people search for information. Which is good news for consumers, and also good news for businesses trying to attract more search traffic – because the following best practice SEO strategies really haven’t changed, and are still highly effective.
Choosing the right keywords is still a critical part of any SEO strategy – as it puts the right foundation in place to build upon.
Studying and learning from competitors who are ahead of you in search results can give a clearer picture of the effort required to match or overtake them.
The primary goal of onsite optimization techniques is to help the search engines easily understand what your website is about, so they can categorize it correctly.
A major SEO factor is the strength of your domain – meaning the number and quality of websites, blogs, social media portals and directories that link back to your site.
Consistently creating high-quality content is still by far the best way to rank well in search engines results, with the emphasis being on quality over quantity.
The amount of social signals associated with your content is an indicator of how valuable your content is to your users, and a reflection of your industry authority.
Measuring progress is also critical to a successful search strategy, as detailed reporting allows you to make informed decisions before making improvements.
An adaptable approach to Search Engine Optimization – what we call AdaptiveSEO™ – will mean you can apply the appropriate search marketing strategies to reach more customers and increase sales.
If you want to discover how AdaptiveSEO™ can work for your business, get in touch with your local WSI Digital Marketing Consultant Bernadette.
Its time to start making good decisions based on the data your website generates for you. When you send out emails, you put several CTA links. Your data will tell you which link performed most clicks. When you place CTA links on your website you know which ones are most relevant and which positions perform best results.
Too many businesses build their websites with flash, with sign-up forms, with social buttons, etc. and very few measure or analyze the performances of these features.
In this month’s marketing video we outline the reasons why pulling reports and analyzing data is not an option for your website. If you want to learn how to improve your website visitor’s customer experience thus increase sales coming from your website, the number one way is to regularly review these 5 profit pulling analytics reports:
Web analytics tools collect and report data on how people interact with your website. Being able to understand these metrics, will enable you to identify the most effective marketing channels – and be ready to gain a competitive advantage.
1. Referring Sites Report
Knowing which websites and search engines refer traffic to you – and what pages of your website they link to, will enable you to guide your content marketing strategy and successfully allocate your ad budget.
2. Content Engagement Report
Measuring visitor engagement is key to turning website visitors into leads. Knowing which blog topics command the most attention and social shares, will give you direction for achieving your content creation objectives.
3. Landing Pages Report
The home page is no longer the only website entry point. Using landing pages reports, you can see what content is attracting the most traffic, and how visitors are interacting with your offers and lead capture processes.
4. Site Search Report
Often overlooked, a site search report will show you what visitors are looking for once they land on your site – it can indicate where to make website improvements, as well as help direct development for future marketing campaigns.
5. Mobile Performance Report
The ever-increasing number of mobile users expect fast, reliable, and accessible web content. So, understanding how your mobile audience interacts with your website is vital to delivering engaging content.
The most important website metrics are the ones that tie closely to business results – regularly review these 5 vital reports will enable you to significantly improve your marketing impact. Give your website visitor more of what they want. Allow your website visitor to easily find what they are looking for. Increase the possibility of visitors opting into an offer when you analyze your landing page reports. All this leads to happier customer experience, more referrals, more sales, Happier you.
If you need assistance in achieving your online marketing goals, then get in touch with WSIwwwExperts your local Digital Marketing Consultant today.
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