*This week, one of our fabulous content writers, Alicia, is taking to the Brickyard Blog to talk about this little thing we do called SEO — and how HVAC lingo has seeped into her everyday life.

Ok – I get it, I need to change my AC filter, every month. That dust that is likely accumulating on my condenser fins, that keeps me up too. I have AC maintenance anxiety and that is thanks to Search Engine Optimization.

Each week I write upwards of a thousand words or more strictly about air conditioning systems because I’m an SEO content writer. I could have a detailed conversation, no scratch that, I could give a presentation on the parts that make up an air conditioning system. I know what a condenser is and that it has a coil, I know that refrigerant has a charge, and I am now convinced that at least one part of my AC system isn’t lubricated properly. My electric bill is getting higher and it’s my fault for not scheduling my AC maintenance like I should.

Why does this matter? Because in the wide world of SEO, content is king. You’ve heard that a time or two, right? Keywords matter (we know that), but content is what keeps people coming back. The proper SEO strategies will get customers to your site, but finding what they were looking for is what keeps them there. In the case of the service industry, it’s what encourages them to pick up the phone and call you. What does the sweaty potential customer with a broken HVAC system find when they land on your homepage? What is on your site that convinces the disgruntled home owner to decide to put their trust in you?

As an SEO writer, my job is to know all about keywords while being just as invested in the service and the outcome of securing customers as the client. My job is to eat, sleep, and breathe HVAC terms. A good SEO strategy involves finding a team of people willing to put in to words what a client would want their current or potential customers to know and optimize it accordingly. You’re not a writer, you’re an HVAC business, a jewelry store, a dentist, and so for a few hours each week I too am an HVAC business, a jewelry store, and a dentist – but I am also a writer. I can turn HVAC lingo into prose and I can make filling a cavity sound like happy hour. I am your business and when I’m working my magic on your website, I’m as passionate about it as you are.

You may not understand the algorithms, the SEO terminology, or why and how it really all matters. But what you do understand is how you want your customers to perceive you. Luckily for you, our team understands it all. We’re not just researching and refining the latest SEO practices and strategies, we’re researching you and what you do and that makes all the difference.

Excuse me while I go check on that filter. We’re now accepting clients that specialize in chocolate cake. I am fully prepared to learn a little more about what you do, all in the name of SEO.

Contact us if you’d like to learn more about Brickyard Marketing’s Content Writing and SEO services.

While the Goonies “Never Say Die”, we say “SEO Will Never Die”…

You may have heard some grumblings floating around the Internet about the death of SEO as a worthwhile Internet marketing tactic. The truth is, SEO is still alive and kicking—and will be for the foreseeable future! These grumblings come after a number of Google algorithm changes which reward more natural features of a website and negate so -called “black hat” SEO tactics. While all websites are subject to these tricky algorithm changes, the SEO team at Brickyard Marketing is proud to still see honest and consistent results from SEO endeavors across all of its many clients.

The truth is, people will always use the Internet to search, and Google will always need a way to return relevant results for those searches. While certain tactics of SEO may come and go, the science of SEO will always remain intact. Rather than relying on those which are borderline spam, websites should focus on tactics which allow them to connect with users and offer something of value.

A more accurate depiction of the current state of Search Engine Optimization would be to say that it is evolving. As with everything else, SEO is headed in a social direction. Content is still king, yet social media is the royal court that keeps it going smoothly. It is now more important than ever to have consistently updated social media profiles and a blog with fresh, credible content. The Brickyard Marketing Team is well-versed in the latest SEO, Social Media Marketing, and Content Marketing strategies to provide the ultimate Internet Marketing campaign for clients of all types and sizes.

Feel free to contact us at your convenience to learn more about the benefits of having a thriving web presence and how it can create business and sales for your company.

With the emergence of Cyber Monday, taking place the Monday following Black Friday, Internet retailers have one more shot at making sales and all while offering shoppers the convenience to shop from virtually anywhere. But what about social merchants, such as those on Facebook, Twitter, and Pinterest?  A recent survey shows that 49% of social merchants expect to see a substantial increase in sales this holiday season². With this information in mind, it would appear that shoppers are simply looking for the best deal, wherever they can get it. What does this mean for retailers? Be everywhere (social, mobile, etc.) and offer great deals.

This makes it even more important for retailers of all sizes to have an Internet, social, and mobile presence. Easily navigable websites with mobile versions, populated and regularly updated social media profiles, and mobile apps are becoming commonplace for businesses and retailers both small and large. As the year ends and a new year begins, start to think about how you can grow your business and capitalize on all opportunities as consumer insight evolves with technology. Have questions about these endeavors? Brickyard Marketing can help! Contact us today for more information on our Internet Marketing services.

Sources:

¹Internet Retailer; http://www.internetretailer.com/2012/11/06/smartphones-and-tablets-play-their-part-holiday-shopping

²DTVUSA Forum; http://www.dtvusaforum.com/news/facebook-monday-to-trump-traditional-cyber-monday-87946/

Image; http://www.sync-blog.com/sync/2011/11/10-tips-to-safer-online-holiday-shopping.html

But we’re pretty awesome here at Brickyard Marketing.

Last week we were honored to learn that we are one of a select few winners of the Google Engage All-Stars competition! Why were we given this honor? As a member of Google Engage, the search engine giant has recognized our efforts in helping our clients gain business through PPC ad management. In a nutshell, we helped bring in a significant amount of AdWords revenue over the course of the competition, and are now being rewarded for simply helping our clients expand their online marketing presence. How great is that?!

We are pleased to receive a brand new Chromebook by Samsung, as well as a trip to Google headquarters in Mountain View, California for a 2-day, special training session. We’re psyched, and can’t wait to put our prizes to good use in order to continue helping our wonderful and deserving clients!

A special thanks to the Brickyard Marketing Team for making it happen!

Earlier this year Google announced that it was currently testing autonomous vehicles for entrance into the NASCAR stock-car racing arena next year. This left many lingering questions regarding the safety of the cars, the future of the drivers, and interest in the sport for die-hard fans…

Okay, so it was just an April Fool’s joke courtesy of the search engine giant, but it got us wondering about the capabilities of Google itself and the role it will play in technological advancements of the future. Google has already expanded from Internet search to mobile apps with extreme technical capabilities such as Google Goggles, smartphones and handheld tablets, interactive HVAC thermostats, and the innovative Google Glass. This great article via CIO Magazine offers insight into some of Google’s latest R&D projects ranging from driverless cars (just not for NASCAR) and home automation to pharmaceuticals and beyond—literally, into space.

While Google appears to have endless resources leaving them with sky-high possibilities, others are concerned about privacy infringement. How much is too much, and what are you comfortable with? We want to know: What do you see for the future of Google and its role in technologies to come?

While we went into the event with an open mind, we were blown away by the ideas and creative opportunities that are available for companies to capitalize on through Social Media. You may have heard that “Content is King” when it comes to Internet Marketing, but it is becoming more evident that today’s user is becoming more and more social. Jay Baer of Convince & Convert said it best when he said “Content is fire, Social Media is gasoline.” What a powerful and oh-so-true statement! Have you ever seen someone on Facebook ask if anyone knows of a good restaurant, or a good contractor? By being online and being helpful and attentive to your target market, you can build top of mind awareness. That way, when someone’s air conditioner breaks on a hot summer day, the first company to come to mind will be the company they see on their social profiles on a regular basis.

Overall, the conference was of great benefit to our team, inspiring creative ideas that our clients will benefit from. There are a number of important aspects of Internet Marketing including SEO and PPC, but many often overlook Social Media either because they don’t understand it, or don’t see its overall importance. The team at Brickyard Marketing has the knowledge and skills that it takes to build a successful online presence for your company and engage your customer regularly.

Is your company implementing a Social Media Strategy? Contact us today for more information on our services.

If you are a marketer, you are probably quite familiar with the “Great Marketing Debate”: Traditional Marketing vs. Internet Marketing. In today’s connected world, Internet marketing is becoming quite traditional for companies worldwide. What many do not realize is the various endeavors included under the umbrella of Internet Marketing. Of course, “SEO” is commonly known, but there are other important tactics that can assist in helping your customers find you on the web. This includes the management of a Pay Per Click (PPC) Ad Campaign.

So what exactly is a Pay Per Click Campaign?

Have you ever noticed those special listings at the top, and along the right-hand side of the screen, when you do an Internet search (circled in red in the image above)? These promoted ads are PPC ads, which have been targeted to specific keywords and geographical areas. Jamie Bargfeldt, the Lead Pay-Per-Click Account Manager at Brickyard Marketing explains it like this:

“PPC is great online marketing tool no matter if your strategy is to gain brand awareness or conversions. To set up a campaign, we implement a list of keywords that are relevant to your business or product. When a user enters a search query into the search engine that matches your keywords, your ad could be eligible to show. You can choose to pay per click, or pay per impression (every time your ad shows) depending on what your goals are.”

Why should your company be doing a PPC Ad Campaign?

There are a number of benefits associated with PPC campaigns, the most important being the fact that you are ensured a listing at the top of the page. Think of PPC as SEO on steroids—there is no waiting for the search engine to crawl your website and use its ever-changing algorithm to rank your site. You have instant gratification of obtaining your desired result. Having your company’s website listed at the top of the page is prime real estate, and is a great way to increase local search traffic, as you can direct your ads toward specific geographic areas. In addition, this option is affordable and gives you the opportunity to manage the budget and control how much you spend.

Internet searches are the new Yellow Pages. If you are a local business looking to reach customers in your area, PPC campaigns are an easy and effective way to do so. Unfortunately, doing the keyword research, managing, and measuring a campaign can be time consuming. Luckily, there are companies that have teams devoted to this very task, with the knowledge and experience to deliver successful campaign results. Jamie recommends leaving campaign management to the pros.

“At Brickyard, we have the experience to make your campaign a success. We have a working knowledge of Google’s best practices, allowing us to skip the experimental phase of a campaign and ultimately saving you time and money. There are many parts of a PPC campaign, and we know how to bring them together to deliver the ultimate results that you desire.”

For more information on PPC Ad Management, or any of our other Internet Marketing services, feel free to contact us by phone or email at your earliest convenience.

(Image Courtesy of LawWebMarketing.com)

You probably have been told that if you own any kind of business (and I mean any), it is essential to be online. Unfortunately, this is no longer enough. According to the most recent Netcraft Web Server Survey, there were roughly 697,089,482 active websites in June 2012¹. How does your business stand out in such a crowded arena? Search Engine Optimization is common marketing tool, allowing your website to be optimized for search engine rankings.

How does it work? Search engines such as Google, Yahoo!, and Bing each have their own algorithms, or rules, which help them determine a websites validity and value when an Internet user enters a search query. If your website is a match, your website will magically appear in the results. Okay, so it’s not magic. The search engine’s very long and very confusing algorithm will determine your ability to appear—or not.

The hardest part is figuring out what exactly this algorithm is, and how to conquer it. Unfortunately, the algorithms change frequently, with major changes occurring almost yearly, leaving you back at square one. In fact, Google very recently updated its current algorithm (known as Google Panda) with its latest changes, the Google Penguin update. This latest effort by Google focuses on aspects such as back-linking, keyword stuffing, meta data, and duplicate content, to name a few.

Brickyard Marketing’s very own SEO Analyst, Adam Kramer, had this to say about the latest SEO game-changer: “It is more important than ever for companies to create useful, unique content for their customers. Fortunately, we were proactive in anticipating this update from Google and our clients have received a minimal impact in their rankings. This update re-emphasizes the need for small-medium size businesses to partner with a reputable SEO company.”

If you are a go-it-alone marketer for your business, your efforts may not be as effective as you would like to think. As an Internet Marketing company working with clients of all types and sizes, our expert team has the knowledge, tools, and most importantly, the time to devote to your company’s SEO efforts specifically. Adam’s advice? “Do your research and look for SEO companies who have happy clients in your industry. Going at it alone is risky business in today’s SEO world. There’s simply too much to handle for most small businesses to do this properly in their spare time.”

Contact us today for more information on our successful SEO services and packages!

Sources:

¹Netcraft Web Server Survey June 2012; http://news.netcraft.com/archives/2012/06/06/june-2012-web-server-survey.html

Why is it so important for your company to delve into the world of Social Media Marketing? Chances are great that your customers will not visit your website every day. On the other hand, there is a good chance that they are logging into their social media accounts each day. In fact, Facebook is reporting that it has over 900 million users, over 500 million of which are considered “daily active users”. Wouldn’t you love to have your company’s status updates, promotions, and photos displayed on their news feeds, reminding them of your brand multiple times each week?

As business owners, you may not have time to devote to social media on a regular basis. Fortunately, Brickyard Marketing offers affordable and convenient Social Media Marketing (SMM) services to help you reach your customers while staying visible in a crowded marketplace. Our experts can monitor your industry to pass along the latest news and money-saving tips, as well as to keep your customers updated regarding your great services, promotions, any specials you may be offering, and much more!

In addition, our professional and attractive profile designs will be cohesive with your brand image, including custom profile and cover photos. SMM can also complement your SEO activities, helping your brand become more visible in web searches with the use of targeted keywords and link building tactics. Interested in learning more about our social media services? Contact us today to inquire!

We offer iPad/iPhone custom application development designed specifically with your business and customers in mind. Our consumer apps are ideal for HVAC clients wanting to simplify service for customers by putting access to services, literally, in the palm of their hand. With hundreds of thousands of apps available in the Apple App Store, shouldn’t it make sense that this is an area where you need to represent your business?

Our consumer apps put all of your information in one place, conveniently stored on your customer’s phone for easy access. Consumers can retrieve your contact information, schedule service, and even turn on automatic reminders for preventative maintenance and air filter changes. After a consultation with one of our designers, we will create an app that is conducive with your brand image and website design to ensure that your app looks professional and attractive in the eyes of consumers.

Brickyard Marketing is your one stop shop for Internet and Mobile Marketing endeavors. In addition to the consumer apps, we can create field service and mobility apps designed specifically for your technicians. Check back in the coming weeks for more information on this exciting product. In the meantime, consider your customers and how a custom app can help you stay ahead of your not-so-tech-savvy competition. While it may not be ideal for lead generation, it may just be the key to customer retention that you have been looking for.

Sources:

¹CRN Magazine; http://www.crn.com/news/client-devices/232602828/apple-new-ipad-had-record-weekend.htm