2014 was filled with surprises for website marketers. Most of them involve changes at Google, which made a number of major algorithm updates including:
- Updates to Penguin (Google expanded Penguin, the algorithm that penalizes sites with spammy backlinks)
- Updates to Panda (even more emphasis on rewarding websites with high-quality content and downgrading websites with duplicate or thin content.)
- Removal of Authorship (first removing Authorship photos from the search results in July, and then removing Authorship markup altogether in August.)
- Pigeon Update (a major update in the local search algorithm which was perhaps the most important change for many of our clients since they primarily target local consumers)
- Preference for HTTPS/SSL (this one is still in the early stages, but Google has warned us and it is now time to ensure that your website is encrypted with a security certificate.)
- Highlighting mobile-friendly websites (Google started to highlight mobile friendly websites in search results performed on mobile browsers. We believe it is just a matter of time before mobile-friendly websites are given preference in Google’s search rankings.
All indications are that the changes to Internet marketing will come just as fast and be just as dramatic in 2015.
So, why am I so excited about 2015? The reason is simple: Page 1 clients not only weathered the storm of Google updates and algorithm changes in 2014, but, in fact, saw steady improvement in traffic and leads throughout the year. And, because we continue to focus on our clients’ results and how to improve them in the long term, we are poised for even better results in 2015!
Here are just a few of the changes that make me more motivated and enthusiastic about the opportunities ahead in 2015:
Website Design. Throughout the year, we significantly improved our website design capability. After taking a hard look at what worked and didn’t work in our clients’ website designs, we spent countless hours evaluating the most modern designs both inside and outside our verticals. The result was a conversion to a “mobile-first” website design mentality. It addresses the importance of designing sites specifically for mobile users, rather than just compressing desktop versions to fit on mobile browsers.
The result: Our clients’ website designs are now far more compelling, modern and effective than ever. They are 100% focused on generating leads and cases for our clients, regardless of what device is used by the website visitor.
Website Development. We also refined and improved how we build and develop websites by analyzing each step in the website development process, and becoming more efficient and effective for our clients. In addition, we researched and evaluated the latest technology to find the best features and functionality that helps our clients generate more leads and cases.
Today, we create outstanding modern websites with state-of-the-art features and functionality. And, with our improved systems and processes, we develop fully featured mobile-responsive websites in record time! This promises to get even better in 2015.
SEO. Page 1 clients have always done well in organic search results. But we don’t rest on our laurels. In the last half of 2014, we conducted an extensive search and located technology that helps us further improve our clients’ rankings on Google and Bing.
We made a significant financial and resource investment in this state-of-the-art technology that allows our optimizers to identify key issues and opportunities, while our writers can focus on the content that our clients need to improve their results. All of this allows us to rapidly iterate and implement changes that ensure our clients obtain the best possible search results even as the search engines continue to evolve and update their algorithms. As a major side-benefit, our new SEO platform also provides our clients the most comprehensive reporting on an ongoing basis.
Internal MIS Systems. After six years of using a cloud-based project management and CRM platform, we will soon invest in and take a huge step forward with new technology to enhance our internal communication and processes. The upgrade features a more flexible platform that will improve the efficiency of our project management systems, so we can spend more time focused on our clients’ websites and less time managing our internal systems.
Marketing Automation and Database Marketing. Even though our clients rank well on the search engines, we understand that Internet marketing has become a more ‘holistic’ effort and SEO is only part of the success equation. While it is true that Google does attract new prospects to your practice, ultimately, the key to your success is converting a higher percentage of website visitors into leads and cases. Marketing automation and database marketing will do just that by priming the pump for lead generation and improving lead conversion.
For that reason, we invested in a state-of-the-art, cloud-based marketing-automation platform. Our new platform goes well beyond traditional database marketing. It automatically segregates prospects based on their interests and markets directly to them. If a website visitor takes action on a specific practice area, the software will send a series of emails directly to the prospect based on his or her area of interest.
To take full advantage of this new capability, we are developing an extensive library of premium content in the form of e-books, checklists and “how-to” guides that will be exclusively available to our clients. This system, combined with an ongoing database marketing program, will generate more leads and cases for our clients in 2015.
HealthGrades.com Strategic Partnership. For medical and dental clients, we entered into a strategic partnership with www.HealthGrades.com, the premier medical directory and rating service for doctors throughout the US. HealthGrades is currently driving more than 1 million visitors per month to its directory. With our strategic partnership, we will be one of only two companies able to offer doctors and dentists in practices of fewer than 10 providers premium listings on HealthGrades. This will enhance our clients’ credibility; put them at the top of HealthGrade’s search results; and drive more leads and patients to their practices. We are proud to offer this huge competitive advantage for our clients!
The Page 1 Team. Beyond all of the technology and strategic partnerships, the one thing that has always set Page 1 Solutions apart from our competition is our people. We have a super team that is committed to our clients’ success. Our people understand what our clients need and why they have entrusted us with their website marketing.
Consequently, every member of the Page 1 Team is focused on generating more leads and cases for every one of our clients. It doesn’t matter whether we are designing your website, drafting your website content or blog posts, shooting your video or posting on your social media, our singular goal is to drive more leads and cases to you and your practice. And that is why our clients will win in 2015!
What Are Your New Years’ Website Marketing Resolutions for 2015?
Do you feel bullish about your website marketing in 2015? If you were not satisfied with your results in 2014, what makes you think they will improve in 2015? As Albert Einstein once said: “The definition of insanity is doing the same thing over and over again while expecting different results.” Nowhere is this more true than in the ever-changing world of website marketing.
So, as we come to the end of 2014, it is time to think about your goals. If one of them is to improve your website marketing, maybe it is time to make that your New Year’s Resolution for 2015.
If you are serious about really improving your website marketing results, start by taking a fresh look at Page 1 Solutions. We are continuously reinvesting in our technology, our resources and our people with a singular goal – to get more leads and cases for our clients. If you are ready for a website marketing company that focuses on getting you the best possible results, now and in the future, call us: (303) 233-3886. We are excited and ready to take your website marketing to new levels of excellence.
~ Dan Goldstein, President