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Monday, December 18, 2017

Use your Expertise to Offer Customers Useful Information

One thing everyone can agree on, the Internet has changed marketing from being a push activity, to a pull. Internet users determine what they want to click on and read, so it can be daunting for companies to develop strategies that bring those wanted eyeballs to their site.

That's where resource information on your website comes in. Even if your potential customers aren't specifically looking for you when they initiate their search on Google, with the right attention to material that hits their hot buttons, you have an opportunity to bring in those new users to your site.

An example of that would be the work we do with ProVia, a manufacturer of entry doors, patio doors, storm doors, replacement windows, vinyl siding and manufactured stone veneer. 

Along with detailed product information for folks making their product selections, the company also provides articles on common home remodeling topics that homeowners would find helpful.

For instance, when the company expanded with three new window lines:  Endure, Aspect and ecoLite, it also added articles to aid homeowners in how to pick out the right windows for their home.

Articles tackle common questions homeowners might have when considering new windows for their homes, like how to determine your home needs new windows, tips for choosing the best replacement windows, choosing between various window styleswindow glass selections that improve curb appeal, and picking the right windows for energy efficiency in your climate zone.

Providing tips and articles that help your customers make informed decisions builds your company's reputation as an expert in its industry and as one that is customer-friendly.  Not to mention, these types of resources, a form of content marketing, also are great for improving your website's SEO.

For assistance with your content marketing initiatives, contact Pilot Fish at 877-799-9994 ext. 2102.

Thursday, October 26, 2017

Good B2B SEO = Good Usability = Good Lead Generation

A lot of companies want their corporate websites to be all about them - what they want to sell, what they want their image to be. 

But the most successful companies know they get their best leads from online marketing that focuses on what the customer wants.

Aside from the perfect solutions to their problems, most site visitors, whether they know it or not, want usability. They want websites that are easy to navigate and easy to read, websites that let them find what they need quickly and then move on to the next tasks on their unending lists of tasks.

That can be done on the micro level by using white space, font size and other elements to make each web page legible.

It can also be accomplished on a site-wide basis by paying attention to details like the placement and wording of navigation buttons and the proper use of calls to action.

Sites that are easy to use increase the likelihood of visitors staying on your site to find what they want. And, if they find what they want, they're more likely to contact you for help in getting that want satisfied. 

For help in satisfying your site visitors, contact Pilot Fish today by calling 877-799-9994, ext. 2102 or by submitting this simple form.

Saturday, September 30, 2017

Picture This: Boosting Your B2B SEO with Images

Sometimes, it might feel like you're simply SEO'ed out ... there's no plant expansion to write a press release about, no new product to write web pages about, no upcoming trade show to blog about.

You've even turned every one of your company's PowerPoints into a slideshow to share on-line, and you just feel like you've got nothing left to give when it comes to B2B SEO.

 But ... if your company has a professionally designed website, you're likely sitting on a goldmine of SEO opportunity without even thinking about it, i.e. the product, staff and facility images on your website.

You can post all of these photos to image-sharing websites like Pinterest and Flickr to get a nice one-two punch from these visual resources that you've already paid for.

Pilot Fish client Avalon Precision Metalsmiths recently took this route by posting some great product images to both websites. You can see the results at and

Based in Cleveland, Avalon specializes in investment casting in a wide range of materials, including:

Thanks to Avalon's extensive list of materials and capabilities, the company had a slew of interesting images to post on Flickr and Pinterest, each with a brief description and a link back to an appropriate page on Avalon's website.

Ready to begin reaping the B2B SEO benefits of image-sharing sites? Click here to read some tips on using Pinterest -- and to find out which major manufacturers are using image-sharing sites and why they're doing so.

Friday, June 9, 2017

Press release distribution and B2B SEO

Despite having originated at the dawn of the last century, press releases remain a great way for companies to:
  • Provide important company updates
  • Increase name recognition
  • Establish brand leadership
  • Support their Internet marketing efforts
And a press release properly optimized for the search engines is a great addition to the website of any company looking to promote itself. Useful, well-written copy crafted to appeal to your target audience and to the search engines will always enhance your corporate website’s SEO.

But not all press release distribution services are created the same. Read about some of the most obvious red flags in our most recent blog post.

Friday, June 2, 2017

A good technical foundation sets the stage for a successful corporate blog

Good SEO can make just about anything better - your company's website, your YouTube channel, your social media posts. Hitting all the SEO markers -- especially on the technical side -- makes all of your Internet marketing more visible.

And the same holds true for your corporate blog. An intriguing title and strong content will make the lasting impression on your readers, but you need to get the technical side right to make sure your readers show up in the first place.

Read our most recent post to learn more.

Monday, May 22, 2017

Making the Best of a Domain Change

Companies spend many years and much effort and cost building their brand and marketing their names, so when the idea of changing one's website domain comes up, it's never a discussion to take too lightly.

Not only can changing one's domain cause confusion in the marketplace, it can hurt your SEO, when not implemented properly.

That's why we recommend you read this article on "How to Preserve Your SEO Rankings When Changing Domains."

We recently worked with two clients that went through the domain change process:


This U.S. manufacturer of exterior home building products had coveted a domain that was secured long ago by another business. But, they found an opportunity to acquire the domain when that company was bought out and renamed. A carefully crafted strategy was executed to convert the company's site to the new domain, with efforts to promote the domain change and contact organizations that had links to the site.  After an initial short-term drop in SEO rankings and site traffic, the site's new domain was indexed by Google and the company now has returned to its previously high SEO rankings. 

Not long after, the company decided to move its site to a new content management system and rewrite its URLs to a better format for SEO.  Again, great care was taken to write proper redirects so that once reindexed, consumers seeking the company's entry doors, storm doors, patio doors, replacement windows, vinyl siding and manufactured stone veneer products would easily find them on Google and other search engines.

After operating for 20 years as item North America, this company made a decision to re-brand its business to better reflect its commitment as a full-service mechanical hardware solutions provider. The company uses various extruded aluminum profiles and components to design and build linear motion systems, material handling applications, modular conveyor systems, machine bases, machine safety guarding, custom enclosures, industrial workbenches and work stairs and platforms.  

In addition to managing the online aspects of a domain change, Pilot Fish also assisted with customer notification, by crafting a press release, blog article, email newsletter and social media posts to help inform the company's long-time customers and prospects of the name change.

In addition to changing the website domain, this change also required complete re-branding of MB Kit Systems' social media channels, which Pilot Fish also managed. 

Changing a website domain is never and easy decision, particularly when one considers the effort required and the potential impact to website rankings.  But, when done properly, a domain change can effectively set up a business for a more prosperous future.

Contact Pilot Fish for your challenging website marketing and SEO issues or call 877-799-9994 ext. 2102.  

Thursday, May 18, 2017

15 simple steps to improve your password protection

Every day seems to bring a new story about hacking, ransomware, cyber crime or some other disturbing attack on websites or Internet-dependent services.

You know you need to improve your company's cyber security - there's too much at stake to simply do nothing. But the overall threat is so nebulous, and yet so frightening, that it can be hard to know where to begin.

Still, there's one simple thing you can do to put your company on the right track toward cyber security: Improve your corporate password protection.

Our most recent blog outlines 15 actions you can take to boost password protection at your company, including:

  • Don't use the same password for more than one account login.
  • Use a password manager to generate random passwords and to simplify the entire password protection process.

Heads up: A password manager is a piece of software or online service, not a real person. Read our blog for more info on this tip and the other 13 recommendations.

Thursday, May 11, 2017

When “Buy American” is more than just a marketing gimmick

Sometimes “Buy American” is a just a ploy to take advantage of  a prospect’s sense of patriotism, but sometimes it’s actually a good business decision. 
Although the prices charged by overseas developers can seem like an incredible bargain, the money saved upfront often isn’t worth the missteps - like off-key design or messaging – that result.
Read our latest blog to find out why “Buy American” makes sense for U.S. websites and SEO:

Friday, April 21, 2017

Google video helps level the SEO playing field for business owners

Trying to improve your company's search engine rankings on Google can sometimes feel like a mythical struggle, where your business is the puny, weak mortal trying to best a seemingly unbeatable giant.

But Google really isn't the enemy - after all, it only succeeds if website owners succeed in getting their own good content found in in Google's search results.

Toward that goal, Google has released a YouTube video explaining how companies can find a good SEO company, which is chock-full of tips that can help businesses get the help they need in boosting their search engine rankings.

Read our latest blog post for an analysis of Google's motivation in posting the video, along with a our distillation of the presentation's key points.

Tuesday, April 11, 2017

Prepare for a Successful Website Redesign

It’s time to redesign your company’s website and you’ve found a great B2B SEO/web design group to handle the process for you. With the team hired, you can go back about your regular business and leave everything in the capable designer’s hands, right?
Not so fast. Hiring the right SEO/web design experts is just the first step. Your involvement needs to continue throughout the process to ensure your new website conveys the message and brand your company’s after.
And that’s not because web designers don’t know how to do their jobs. The issue is that they *do* know how and they’re very aware that just about any web design is the right one for one company or another. The answer they need to uncover is which design is right for *your* company.
Hence, the pre-design meeting, which is your chance to provide the necessary information to ensure your company gets the right website for its needs.
Prepare for the meeting is important - for one thing, you need to be able to identify websites that you do and don’t like and explain why.
Read our latest blog post for more information on this and four other tips to help you prepare.

Tuesday, March 21, 2017

New Manufacturing Growth = New B2B SEO Demands

According to a report from the Institute of Supply Management, U.S. manufacturing is on a six-month growth trend that gives every indication of continuing.

Which is a great thing - increased manufacturing means increased demand for a wide range of goods and services, giving a boost to everyone along the way.

Well, giving a boost to everyone who's prepared to take advantage of the opportunity. Many of those growing manufacturers will turn to the Internet to find the suppliers they need - is your website ready to capitalize on that increased interest?

This is a good time to talk a thorough look at your SEO and corporate website. Can your site be found in searches for terms that prospects actually use to find goods and services like yours? Once those prospects arrive at your website, will it provide the information they need in the way the need it?

Check out our most recent blog post to decide if your site is ready - and what to do if it's not.

Thursday, March 16, 2017

Effective B2B SEO requires coming out of the dark

As an Ohio SEO company that works primarily with industrial clients and other B2B companies, we’re accustomed to having clients tell us that they want to improve their SEO rankings, but are concerned about their competition finding out too much about them.

Customer lists, trade secrets, product pricing are among the taboo topics that we’re told should not appear anywhere on the website. And, we’re more than happy to comply, because there is value in not sharing with your competitors the secret to your success.

But, at the same time, to take full advantage of SEO, it’s important that businesses learn how to open up about themselves to be able to provide the breadth of content online that will help Google you’re your website higher for important keywords and help prospects learn enough about the business to want to make contact.

That means looking at other aspects of your business to find material that your customers and prospects find to be of value, and that you can leverage as SEO content for better Google rankings

Industrial SEO Case Study

By way of example, one of our industrial clients, MB Kit Systems Inc., of Akron, Ohio, recently underwent a name change and domain change from item North America, a name by which it had been known for 20 years.

Along with prescribing all the important activities required to preserve their SEO during the domain change, we also talked about identifying content that would help the company further establish its new brand. We realized we had a golden opportunity in promoting its long-time relationship with Rockwell Automation, as a member of the Encompass Partner Program. MB Kit Systems is the only provider of item-brand extruded aluminum framing profiles and components that has passed the rigorous review to be in this program and one of only a handful of mechanical solutions providers in the program.

This had been the worst-kept secret at the company, an accomplishment of which they were quite proud, but something they’d never talked about or promoted on their website.

A new business partnership with Glide-Line for modular pallet conveyors that will enhance MB Kit Systems’ ability to provide turnkey material handling solutions provided another opportunity to promote the company with good SEO content.

Many industrial businesses have relationships or partnerships they can leverage to better promote their services and generate new SEO content. It just takes a willingness to come out of the closet and let the sunshine in.

For assistance in developing a B2B SEO campaign that builds better search engine rankings and improves your communication with prospects and customers, contact Pilot Fish.

Tuesday, February 28, 2017

Time to Review Your CMS-based Website?

Content management systems (CMS) provide a wide variety of advantages for B2B websites: companies have greater control over the content and can post information on their own schedule rather than waiting for a vendor.

A CMS also provides a certain level of comfort for non-professionals tasked with updating their employers' websites; in most cases, all they need to do is type in the new website info and hit "submit," "publish" or "post."

But for all their benefits, CMS can introduce a whole range of issues over time, including:

  • Poor/non-existent SEO
  • Inconsistent, improperly sized or missing images
  • Broken text links on multiple pages
  • Missing videos, PDFs or other files
  • Inconsistent, unprofessional differences in font size, type and color

For a full rundown of all the issues and how to address them, make sure to read our most recent blog post.

Tuesday, February 21, 2017

Making the World a Bit More Secure

But we’re interrupting our regularly scheduled programming today to talk about something a little farther afield yet still important: cybersecurity and the need to recruit more women to fill rolls in that industry. Click here to learn more about the scholarship ESET is offering to help with the effort.

Monday, January 30, 2017

Jump-start Your 2017 B2B SEO with These 7 Tips

With the new year in full swing, now is a great time to start working on your B2B SEO program to improve your company website's rankings, traffic and leads.

Here are our top seven tips to help you get your 2017 Internet marketing off on the right foot:
  1. Focus on Your Audience
  2. Prioritize Quality
  3. Expand Your Research
  4. Answer the Question
  5. Visualize Success
  6. Stay Informed
  7. Be Adaptable
Select a link above to learn more about each tip - or read the full post on our B2B SEO blog.

If you'd like help with your Internet marketing this year, please be sure to contact Pilot Fish. We have the hands-on expertise and practical knowledge that can make a different in your B2B SEO>

Monday, January 23, 2017

Movement Can Make a Difference in B2B Web Design

Flapping, animated flags and dancing flames are still out, but subtle effects are possible using videos, sliders and other technology to enhance your B2B website's visual appearance.

Sliders and videos are both great ways to add visual appeal -- and to pack a lot of information into a limited amount of space.

Rollovers and dropdowns also can add visual interest while directing a site visitor's eyes and attention to the next page you want him or her to visit.

Read the most recent blog post on our website to learn how good web design can make a difference in how your site retains visitors:

And be sure to contact us when you need help with your B2B web design.