Google+ Badge

Monday, September 28, 2015

New website showcases item Southeast's manufacturing capabilities

The folks at item Southeast, of Greenwood, S.C., knew their website wasn't effective, but they weren't sure how to solve the problem. The site offered little original content, with just three pages and two brochures devoted to explaining the company's more than 20 years of experience developing manufacturing solutions that improve productivity and workplace safety.

As a distributor of item International's extruded aluminum framing systems, item Southeast wanted to provide access to the German company's comprehensive online catalog of of aluminum extrusion profiles and modular components and promote its own capabilities to design and manufacture custom machines, lean production systems, industrial workbenches and work stairs and platforms using those components.

Custom work stairs and platform
Based on the recommendation of fellow distributor item North America, the company contacted Pilot Fish for assistance in building a new site and implementing search engine optimization.  item Southeast launched its new fully optimized site with Pilot Fish's help on Sept. 14.
The new site effectively delivers on promoting item Southeast's more than 20 years of experience manufacturing a variety of industrial products, including:

item Southeast offers item’s full complement of standardized aluminum profile building kit systems, including: the MB Building Kit System for machine bases, structural framing, machine guarding and custom enclosures; the Work Bench System for ergonomic, high-productivity work stations; the TPS Stairways & Platforms system for custom work stairs, platforms and warehouse mezzanines; and the LPS Lean Production Building Kit System for custom material handling solutions.

Visit item Southeast’s website to learn more or contact the company at (888) 588-2726.

Friday, September 18, 2015

A Note from Pilot Fish's Staff

The entire staff at Pilot Fish would like to invite you to join us in congratulating Angela on her 20th anniversary with the company. Read more at

Wednesday, September 16, 2015

Launch a blog to improve SEO and communications with industrial customers

Industrial companies are increasingly learning the value of using a blog to promote their business, products and services.  Many use blogs to replace web pages previously used to announce trade show calendars or press releases.

Total Grinding Solutions, a Warren, Mich.-based centerless grinder manufacturer, has launched a blog for customers and prospects to communicate centerless grinding technical tips, safety guidelines and preventive maintenance advice.

centerless grinding blog
TGS Centerless Grinders' Blog

Using a blog for this purpose enables the centerless grinding machine company to develop new content for its website on a regular basis in a format that allows interested parties to subscribe for updates.

The blog features a variety of centerless grinding-related articles, including:
Adding a blog to your website and regularly updating it helps meet Google’s “freshness” factor in its search ranking algorithm for improved SEO and provides companies a forum for regular communication with customers and site visitors.

SEO blog
Pilot Fish SEO Blog

Learn more about effective SEO techniques, visit Pilot Fish’s Industrial Marketing Blog, or contact Pilot Fish for assistance with your industrial SEO project

Friday, August 21, 2015

Hola Español? Your website should if you’re targeting foreign customers

When Pilot Fish client Total Grinding Solutions Inc., a centerless grinder manufacturer in Warren, Mich., had its website built, the company knew that its machines were well-positioned price-wise for foreign grinding companies, particularly those in the Latin American market.

So it had Google’s Translate feature added to its site, figuring that foreign visitors could use the automated translation to read the site’s content.  Additionally, the company had a single Spanish-language landing page built, targeted specifically for the Latin American market.

Unfortunately, the strategy failed to drive much traffic to the site.  With little foreign-language content, there wasn’t much for search engines in other countries to index, so finding the site was likely difficult outside the United States.

Upon Pilot Fish’s recommendation, TGS agreed to build a Spanish version of its website (Rectificadora sin Centros deTGS), hiring a professional translator to provide technically accurate translated content for its centerless grinder pages.
The new Spanish version of the TGS site was launched in mid-July, and just one month after the site’s debut, TGS already is seeing increased traffic from Latin American companies.  In May, a little over a month prior to the site’s launch, the company had 70 sessions from a variety of Latin American countries, and one visit from Spain.  But, its Spanish-language landing page was viewed only 7 times in that period, so site visitors were more likely using the Google-translated version, which likely would not have provided entirely accurate translations for the more technical portions of the site, like the centerless grinder specifications page (especificacionesde la rectificadora sin centros TGS-CL-6020).

Without any additional promotional efforts besides on-page optimization, the website’s traffic from Latin American countries and Spain was 24 percent higher in the first month after the new website’s launch, and the number of pages viewed soared nearly 300% to 225 Spanish-language pages viewed vs. 7 in May.  

And, Mexico now is the third highest country of origin among the site’s visitors, accounting for a little over 5% of the site’s overall (English and Spanish) traffic.  All Spanish-language countries combined now account for 17 percent of the site’s traffic, just 30 days after the launch of the Spanish site.

The company now is in the planning stages for off-page content marketing and link building that will help build additional awareness of and traffic to the new Spanish language site. It started by translating an existing Slideshare presentation (TGS CNC rectificadora sin centros).

For practical business solutions to Internet marketing problems, contact Pilot Fish, the experts in industrial website design and SEO.

Thursday, July 2, 2015

Industrial internet marketing via Pinterest

An easy way to check the popularity of  a certain topic is simply to Google it - the more results you get, the more that means people are writing about that topic and the more attention it's getting.

By that measure, Pinterest -- the website that lets people find, collect and display images -- is a hot topic among industrial marketers: A search for "Pinterest for manufacturers" turned up 24.5 million results. And people aren't just writing about manufacturers using Pinterest; manufacturers actually are using Pinterest, including heavy hitters like IBM and GE.

The benefits are substantial: well-managed Pinterest accounts can improve branding, drive additional traffic to corporate websites and boost companies' search engine optimization efforts.

Looking to achieve a variety of goals, several of our clients have begun Pinterest accounts, including:

Desert Planters - showcasing its self-watering commercial planters
Equinox Sleds - spotlighting its snowmobile passenger & cargo sleds
Provia Products - highlighting great home improvements using its doors, windows, siding and manufactured stone
Total Grinding Solutions - delivering centerless grinding machine specs

It's a brave new marketing world out there, with great opportunities for companies and manufacturers to promote their brands and generate good leads. Drop us a line if you'd like some help navigating through that world,

Monday, June 15, 2015

Celebrating 20 years of Internet Marketing Excellence

The launch of Google.   Alta Vista falling into oblivion.  Meta keywords becoming important and then not important at all.  Google algorithm changes occurring in relative anonymity outside the SEO community and then suddenly hitting widespread mainstream media with “Mobilegeddon”.
Those are just a few of the changes that the long-time staff at Pilot Fish have experienced during our 20 years in Internet marketing.

Our parent company, Polysort, launched in 1995 as the first online plastics and rubber industry portal, founded by former staffers, myself included, from leading industry trade publication Plastics News.  I spent my first days on the job at a plastics industry tradeshow, handing out disks for an ISP to help company’s get on board with the Internet.  We answered a lot of questions about how to set up e-mail and why businesses should consider building a website.  And, we built a lot of websites.

Internet marketing back in those days entailed making sure that a company added their website address to print collateral.  We were among the first web developers to start adding business websites to Yahoo’s directory.

When Google launched in 1998, it created a whole new industry – SEO (search engine optimization) – that required marketing knowledge specific to the Internet, but that couldn’t be learned in traditional marketing courses – only on the job.

And we were right there with it.  Our expertise in positioning our plastics and rubber clients generated inquiries from companies outside our core industries.  We knew that what we were doing could be applied to any industrial business, so we expanded our services with the launch of Pilot Fish, which became Polysort’s website development and Internet marketing division.

Today the two entities work side-by-side.  Polysort continues to offer one of the largest plastics and rubber industry directories online, and Pilot Fish provides SEO,website design and other Internet marketing services.  Combined, we’ve developed unparalleled experience in industrial SEO and Internet marketing that yields tremendous success for our varied lot of industrial clients.  We understand why SEO works the way it does because we were there when it was first developed and have been part of it every step of the way.

And, I wouldn’t have it any other way.

Monday, May 18, 2015

Industrial Website Design with a Purpose

It had been seven years since its most recent website redesign, and ATL (Ad, Tape & Label Co.) knew it was time for a fresh look.

The design was not only dated but it also failed to reflect changes in the Wisconsin-based company’s business. Founded in 1951 as a flexographic label manufacturer, ATL had expanded its services over the years to include medical tapes and foams, as well as security labels and disposable medical devices.

ATL knew the redesign had to reflect the company’s increasing focus on medical markets, but the project needed to achieve several other goals as well, including:
  •  Establishing the image of a professional, engineering-based solutions provider
  • Increasing readability
  •  Providing user-friendly navigation
  • Affording easy access to site visitors’ favorite content
  • Still highlighting ATL’s leading role in the security and industrial label markets
Layered on top was a desire for the website to continue to perform well on the search engines and to drive additional leads to the company.

ATL tapped Pilot Fish, its longtime Internet marketing partner, for the redesign. Employing extensive interviews with key staff members, comprehensive keyword research, proven content writing strategies and the most current web design principles, Pilot Fish delivered a website that met all of ATL’s goals and more.

With the redesign’s original goals achieved, ATL could concentrate on its ultimate goal: increasing sales and boosting its bottom line.