On-Target! Marketing & Advertising Helps Small Businesses Increase SEO Ranking by Adding VOD, Meaningful Content & Blogs

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A year after Google's Panda was launched, Houston-based marketing and advertising firm finding ways to make search engine optimization work for clients.

“Like most webmasters, we had to watch Panda’s impact on rankings over the past year,” said On-Target! owner Scott Steiner. “After a full year of seeing how the new algorithm worked, we were able to make viable suggestions to clients."

Search engine optimization, SEO, continues to be a core element in small businesses marketing plans, but keeping ahead of the competition requires adept manipulations of their websites and activities across the web. Google’s search engine algorithm called Panda is changing the way companies revamp their websites. Results showing content is king.

For quite some time, On-Target! Marketing and Advertising has been preaching the benefits of having relevant, meaningful content, Video-on-Demand (VOD) and blog articles on clients’ websites. Now many clients are starting to realize the benefits by seeing their websites’ search rankings move to the top of their ideal list of keywords.

When Google’s Panda launched in 2011, not many webmasters knew how the new algorithm would rank sites. A year after the new system is in place, companies are struggling to find themselves in the SEO maze of fuzzy rules and guidelines. Now, content appears to be king in getting Panda to recognize a sites credibility. With this in mind, On-Target! challenged all its clients to enrich their sites with SEO boosting tools including VOD, blogs and fresh content.

“Like most webmasters, we had to watch Panda’s impact on rankings over the past year,” said On-Target! owner Scott Steiner. “After a full year of seeing how the new algorithm worked, we were able to make viable suggestions to clients. Now we’re seeing the results.”

Houston Label has an extensive printing history in the Houston area but until recently, the company only included a large list of products on their website, omitting information about features or details. On-Target! addressed this issue by working with the client to incorporate rich content with keyword-centric copywriting and relevant links for each product. Immediately, the client now had new content and SEO keywords that made sense and offered substance for organic searches. The results from SEO typically take three to six months to achieve substantive traffic increases, but after less than a month Houston Label was ranked first on the first page for several of their ideal keywords.

“The tactics are no secret, Google provides exhaustive tips and guidance on what you need to do. We find that a customer-centric approach focusing on the key questions they have works well for SEO and it also does a better job of converting visitors into prospects,” added Steiner.

William Shaw and Associates has a long established history in the Houston building industry and the web leads have become critical to their success. For several years they have relied upon On-Target! to drive traffic to their website, and this became increasingly important with the downturn of the economy since there were less leads to go around. One thing they understood was the problems that their customers faced when dealing with the contractors and builders. On-Target! took this in consideration, and began generating useful tip content for a blog, including articles that were not only SEO rich, but meaningful and educational for consumers. VOD was also added to the client’s home page to add a “stickiness factor.” In other words, website visitors were finding the site more frequently and once there, they were spending more time on the site.

“Bill Shaw’s website upgrades worked in two ways,” Steiner said. “One, they were able to boost their rankings by adding fresh and meaningful content. And second, by adding strategically placed VOD, we were able to keep more visitors on their website longer.”

The moral of the story for these small businesses was to give web visitors more of what they want including video and relevant information. Once doing this, they found more of them contacting their businesses and they found more of them visiting their websites as a result of search engines.

On-Target! Marketing & Advertising is a full-service advertising agency, graphic design and web-marketing firm in Houston, Texas. Building sustainable exceptional growth through proven strategies, engaging creative and leading edge technology for emerging businesses and Fortune 500 clients drives the continued success of On-Target!. B2B and B2C customers pick On-Target! to develop content that Engages, Inspires and Sells. For information on generating greater returns from your marketing investments, visit http://www.OnTargetAgency.com or call 281-444-4777.

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Scott Steiner
On-Target! Marketing & Advertising
(281) 444-4777
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