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SEO Tips at the Heart of Updated SEO Periodic Table

It’s that time of year again, and Search Engine Land has released a new version of its SEO Periodic Table, much like the Email Marketing Periodic Table we discussed last month.

The infographic, laid out like the scientific periodic table of elements, is stuffed full of useful SEO tips to help guide any search engine optimization program.

The main table is divided into six sections that can have a positive impact on a site’s SEO:

  • Content
  • Architecture
  • HTML
  • Reputation
  • Links
  • User

Let’s unpack the SEO tips included in each section.

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Is it Time to Start Using Pay-Per-Click Advertising?

So, your company has been active in making sure your site is well ranked on Google through search engine optimization, but you’re starting to see lots of competitors’ ads positioned above your organic listings.

Should you give in and start buying pay-per-click ads on Google?

Let’s first take a look at the changing landscape.


More Competition for Page 1 Rankings

Over time, Google has redesigned and introduced new features on its search engine to continue improving the amount of time used on the site and number of people finding it to be their go-to resource for everything. At the same time, it’s repositioned and tried various ways to display Google Adwords, to generate the best click-through rates and gain new accounts.

When Google first introduced paid ads to its search engine, there wasn’t much reason to consider paying for placement. The ads were positioned to the right of organic listings, making it easy for users to discern paid ads vs. earned listings and the result was that few people clicked on those ads.

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New Google Algorithm Update Postponed to June

Google announced this week that it’s postponing the roll-out of its previously announced page experience algorithm update from May to mid-June. It said the roll-out would happen gradually and be completed in August.

This provides a little breathing room for you to get your website’s page experience in good shape. As a first step, here’s the information you need to know.


Core Web Vitals

What Google has termed as Core Web Vitals are at the center of the upcoming page experience update. This comprises three measurements: Largest Contentful Paint, First Input Delay and Cumulative Layout Shift. We’ll take these one at a time.

Largest Contentful Paint (LCP) represents how quickly your website loads. Unlike First Contentful Paint, which you may have heard of and which measures when the first element of your web page loads, LCP measures when the largest element on a page loads. To get a passing grade from Google, a web page’s LCP needs to measure less than 2.5 seconds. According to Google, a fast LCP reassures a site visitor that the page is “useful”.

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Is Your Website Ready for Growth?

Most industrial buyers say they rely on company websites for information on products and services.

2020 was a tough year for manufacturers. Covid-19 and the resulting economic slowdown put a dent in business for many companies.

Corporate Optimism Grows

But 2021 looks to be a better year, at least according to the results of MNI’s 2021 Survey of Manufacturers. According to the report, 47% of respondents expect business to return to normal this year, while 77% are somewhat to very optimistic about 2021 business conditions.

Other key take-aways include:

  • 40% are planning or considering a facility expansion or upgrade
  • 62% plan to source more domestic suppliers
  • 62% expect to increase production

The most recent NAM Manufacturer’s Outlook Survey backs up those findings, with 88% of NAM respondents either somewhat or very optimistic about the future. On average, NAM respondents also said they expect sales and production to both grow 4.9% by the beginning of 2022.

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Are you Getting the Most out of Google Organic Search?

Google organic search is the #1 resource used to find industrial products and services. Imagine if your website appeared on Page 1 of Google for high-value keywords to your business. How much website traffic and how many more additional business leads could you expect? What’s the magic number?

If you don’t employ search engine optimization (SEO) to position your website on Page 1 of Google organic search, your website AND your company are missing out on a lot of site traffic and new business leads.

How do we know that? It’s all in the numbers.  


Companies Using SEO Report Better Results

Pilot Fish tracks the website traffic and leads of its SEO clients and is able to compare that to companies that don’t employ SEO.

Here’s what we know from that research:

  1. Companies that are committed to SEO are ranking on Page 1 of Google search for a broad array of keywords that will help prospective customers find them.
  2. Those Page 1 rankings on Google search are generating traffic to our clients’ sites. That traffic is highly qualified, based on the keyword phrases used to reach those sites and the number of leads our clients receive from having higher website traffic.
  3. Companies that do not use SEO oftentimes don’t give credence to the ability of their websites to generate a significant number of leads because it doesn’t happen now.
  4. Well-optimized websites get a majority of their traffic from one source: Google organic search.
  5. Companies that have succeeded with SEO are willing to attest that it works.

How much traffic are they generating?

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367 Hits

Google Strikes Again with Another Core Update to its Algorithm

As usual, Google didn’t specify what changes it incorporated into the update and offered no useful comments on how to overcome any negative fallout.

You may not have heard about it, but you’ve likely felt some of the reverberations: Google unleashed a major core update to its search algorithm at the beginning of December.

Although Google says it constantly fine-tunes its algorithm, this was the first major update since May. While an update was overdue – Google usually averages around three major updates a year – the timing of this one, right in the middle of the holiday season, was an unwelcome surprise.

Websites that track Google changes identified the December update as more dramatic than the May rollout. Results fluctuated for websites across a wide range of industries in all geographic areas on both desktop and mobile platforms. Some sites reported traffic drops of as much as 40% because of the update.

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1995 vs. 2020: Website Design, SEO & Beyond



Even disregarding the current pandemic, 1995, the year our company was founded, seems a world away.

Bill Clinton was in his first term as president … the Dow Jones, which first surpassed 30,000 last month, ended 1995 at 5,117 … the U.S. population was at 267 million (compared to 331 million today) … and only 12% of those people owned mobile phones in 1995. Cell phone ownership today is estimated at 96% of the population.

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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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619 Hits

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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9015 Hits

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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1480 Hits