Panda and Penguin: An Intro

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If you spend time around people who own websites, you might have heard that Google refreshed its Penguin algorithm last week. In previous months, the popular search-related buzzword was “Panda.” These two terms often leave people who aren’t involved with search engines wondering why everyone spends so much time talking about black and white animals.

If you’re not sure what all the fuss is about, this blog post is for you.

First, some background: The search results that appear when you do a search on any search engine are controlled by a complicated set of algorithms that prefer some factors over others. Panda and Penguin are two of the hundreds of algorithms that control the results you see on Google.

Coming onto the Google scene in early 2011, Panda was the first of these two algorithm updates. It originally had a huge impact on search results, affecting 12 percent of queries, according to Google. This update aimed to demote low-quality websites. The hardest hit sites had thin content, duplicate content and sites with more ads than content. With this update, Google made it clear that only quality sites should be found near the top of the search results.

Penguin was Google’s answer to over-optimization and Web spam, becoming part of Google’s formula in April of last year. Penguin looked mostly at sites’ backlinks to determine if the links were created organically, or if they were manipulated by the site owner or an employee of the site owner. Wise webmasters stopped stuffing the anchor texts they used with as many keywords as possible and moved toward earning links instead of building them.

At Fahrenheit Marketing, our talented SEO team members keep up with Google’s ever-changing updates to drive traffic to our clients’ sites. If you’re interested in hearing about how Fahrenheit Marketing can bring qualified leads to your site, contact us today.

Pinterest Marketing Tips for Beginners

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You’ve probably heard a lot about Pinterest over the last year, and rightfully so: 15 percent of adult Internet users in the United States have an account on the service. With that many active users, it’s time to start thinking about promoting your business on the network.

If you’ve never used Pinterest before, you’ll need a few tips. Here are ours:

  • Plan your promotions with the users in mind. Pinterest’s user base is overwhelmingly white, female and affluent, so make sure what you do on Pinterest appeals to that demographic. If it doesn’t, your time would probably be better used somewhere else.
  • Don’t post a bunch of self-promotional pins. Your goal on Pinterest should be to provide some value for your followers, and that’s hard to do when you only pin links to your website. A few self-promotional pins are fine, just make sure that it adds value for your followers and don’t go overboard.
  • Choose the pictures you pin carefully. Pinterest is all about the visuals, so choose pictures that will catch your target customers’ eyes and earn you a repin.
  • It’s important to SEO your profile and pins, too. Use keywords in your bio, your board descriptions and even the descriptions that your pins use so your pins will come up when users search for topics relevant to you.

At Fahrenheit Marketing, our social media experts know how to turn followers into lifelong customers. Contact us today for a free consultation.

Three Questions To Ask Yourself Before Hiring a Marketing Firm

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If you’ve just made the decision to hire a marketing firm to help you grow your business, you’re probably wondering what the next steps are. There are a lot of choices out there for companies looking to hire a good marketing firm, so it’s important to ask yourself a few questions before you start your search:

1. What kind of marketing would I prefer my agency do for me? 

There are almost as many types of marketing agencies as there are businesses. In your search for firms, you’ll come across ones that work with more traditional mediums — TV, print ads, billboards, etc. You’ll also find firms that work mainly on the Internet, specializing in SEO, PPC and Web design. Think about where you’d like to get your customers from, and tailor your search to that goal.

2. Do I want a marketing agency that is targeted to my niche, or would an agency with a broader scope be better for my needs?

Some agencies provide services to only one or two niches, such as agencies that only work with dentists, or agencies that only work with lawyers. Other agencies accept clients from all backgrounds. Firms that only provide services to one industry often boast knowing more about that industry than firms that serve many different types of clients, but they also may attract less experienced candidates.

3. How much can I afford to spend?

This will help narrow your choices, as well. Some agencies require huge retainers, while others will be willing to work with you on a per-project basis or be satisfied with a much smaller retainer. When making this decision, be sure to factor in how much a new customer is worth to your company.

Once you’ve answered these questions, you can start your search for the perfect marketing agency. If you have more questions about what a marketing firm can do for your business, contact Fahrenheit Marketing today.

Who Should Blog for Your Company?

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You’ve probably heard, but we’re now in the content marketing age. Most people are convinced that creating good content on a regular basis is key to a successful Internet marketing strategy. But if you’re a business owner trying to add content marketing to your current strategy, you may be wondering who will create all of that content for you.

To help you with this decision, we’ve broken down a few of the options available for who might blog for your company:

  • You. Especially if you’ve got a way with words, you’re the ideal choice for your company’s main blogger. You know almost everything there is to know about your company, you know what your customers care about and you’ll be able to control the quality of every post. But… there’s a downside: Blogging takes time and energy. Do you have enough spare time to write your company’s blog?
  • One of your employees. Okay, so if you’re too busy to blog, maybe one of your employees is the next best thing. Your employee probably knows a lot about your company and customers. But, is your employee a good writer? Does he/she have the spare time available to blog for you?
  • A freelance writer. Hiring a professional blogger can be a great idea, especially if you’re in an industry that’s easy to research or you’re willing to answer a few questions for the writer from time to time. You’ll probably have less control over the content and it will feel less personal with this option, but the blogs may be better written and better at selling if written by a professional writer. If you decide to go this route, make sure the writer you work with speaks English as his or her first language and that you like his or her writing style.
  • A full-service marketing agency. A full-service marketing agency can have its writers immerse themselves in the day-to-day operations of your business in order to learn what your customers want to know. While the writers from a full-service agency may not know as much about your company as you do, they’ll get close, and you’ll have a professional writer attracting readers to your blog.

At Fahrenheit Marketing, we write blog posts that drive traffic to our clients’ websites and turn those visitors into customers. If you’re interested in growing your business with online marketing, contact Fahrenheit Marketing today for a free consultation.

Site Factors that Increase Conversions for Doctors

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Many doctors have websites that get loads of traffic, but their phones just aren’t ringing. Most of the time, this isn’t because they’re not good enough doctors or they’re getting the wrong kind of traffic to their site. Their phones aren’t ringing because their sites aren’t converting visitors into patients.

Here are the three most important changes you can make to your site to boost conversions:

  1. Having photos of people on your website. Ever visited a website that doesn’t have any people in the pictures? It’s off putting and a little eerie. Have photos of people who look like your target patient, and have a picture of yourself in at least one place on your website. Your patients would feel more comfortable if they know what you look like before they meet you.
  2. Prove your credentials. Choosing a doctor can be a nerve wracking process for many patients. Patients want to know if you really have the necessary skills to be their doctor, so provide them with that information. Make sure your website tells users where you went to medical school, what certifications you have, any additional training you’ve pursued, what associations you’re a member of and any other accomplishment that makes you proud.
  3. Include a call to action in your website’s content. Sometimes visitors don’t convert into patients because they just don’t know what the next step is. Make it obvious what you want them to do next, and your conversions will increase. On that note, make your phone number easy to find — this means including a contact page and having your phone number at the top of every page.

At Fahrenheit Marketing, we know that all of the traffic in the world doesn’t mean anything if your website can’t convert those visitors into patients, so we provide conversion-oriented online marketing services to our clients. To learn how Fahrenheit Marketing can help you turn the visitors to your website into clients, contact us today.