Search Engine Specialist Zane Schwarzlose

Fahrenheit Marketing
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Fahrenheit Marketing Team Member Profile

Zane Schwarzlose is Fahrenheit Marketing’s Search Engine Specialist. Zane keeps his nose to the SEO grindstone while standing up. It started small, with Zane collecting empty boxes from the Fahrenheit employee lounge that once held a bounty of office snacks. One by one, these boxes (sometimes still full of snacks!) were carefully balanced atop one another on Zane’s desk until they enabled him to work his full day in a more comfortable stand-up position. Once Zane decided that working at a stand-up desk was right for him, Zane made the leap into a more permanent solution — a stand-up desk from Zane’s quiet demeanor and solid work ethic belie his razor sharp humor. With a B.S. in Agribusiness from Texas A&M University and an M.S. in Information Studies from the University of Texas, Zane’s skills and talent are serious business.


What influenced you to choose a career in SEO?


I got interested in SEO when I was working with some digital library software in my Master’s programs. Some of our online collections weren’t ranked highly by Google and I wanted to find out why. Three years later, I’m still finding out why. :)


What part of your job makes you feel most successful?


I enjoy efficiently spending our client’s PPC budgets. I’m cheap and detail-oriented, so I like getting our clients the most leads for their money.


What is a typical day for you at Fahrenheit?


9:00 a.m.- 10:00 a.m. — Check SEO reports
10:00 a.m. – 2:00 p.m. — Link building (in many forms)
2:00 p.m. – 3:00 p.m. — Lunch at the San Francisco Bakery (Grilled chicken, salad and whole wheat bread.)
3:00 p.m. – 5:00 p.m. — Managing PPC campaigns
5:00 p.m. – 6:30 p.m. — Other tasks/dreaming about new strategies


What is your ultimate goal for Fahrenheit?




Are there any particular trends or policies in SEO on which you’d like to share your thoughts?


I’m proud that we use a content-based strategy for our clients’ SEO. News release writing, blog writing, guest posting and just making great content makes the Internet better and I’m glad we’re a part of that.


What hobbies do you enjoy most when you aren’t working?


I lift weights, kick box and play around Austin with my duo The Deadly Buzz.


What would you like others to know about you?


I’m getting married in two weeks to my best friend.


What is something about you that might surprise others?


I’ve read every book on SEO that’s ever been published.


How would you describe yourself?




It is the highly skilled team members like Zane at Fahrenheit Marketing who create the strategies and follow-through needed for successful Internet marketing. Call Fahrenheit Marketing for your Internet marketing needs at 512.206.4220.

Stay on Google’s Good Side

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With Google’s recent Penguin update, many sites are finding it difficult to rank high in search engine results. The Penguin update was intended to weed out sites using spammy, black-hat or questionable search engine optimization (SEO) techniques to achieve a high search engine rank. These black-hat techniques violate Google’s policy and Google holds sites accountable for shady SEO practices. In fact, Google’s unofficial motto is “Don’t be evil.”

Here are just a few tips for keeping your site in check:


  • Don’t keyword stuff, which means putting in keywords where they don’t belong just to game the rankings.
  • Do use keyword phrases and natural language.


  • Don’t use automatically generated or scraped (copied) content to keep your site “fresh.”
  • Do create fresh and informative content. Quality over quantity is very important here.
  • Don’t have duplicate content or even very similar content across the pages of your site.
  • Do make sure your content has its individual page and is easy to find.


  • Don’t buy links or engage in illicit link swapping practices.
  • Do build links through guest blogging, relevant blog comments and superb content that naturally attracts visitors (quality over quantity is also very important here).
  • Don’t create anchor text links based on stiff-sounding, obvious SEO search phrases.
  • Do create anchor text links that are relevant to your content and the content of the target link.


  • Don’t comment a sales-pitch on a blog or place your URL in the comment field.
  • Do add your URL to your topic-related comment if the form has a field for your URL.

Internet marketing practices are constantly evolving. Google makes approximately 500 algorithm updates per year. In an update on October 9, 2012, Google took site layout to task for too many advertisements above the fold.

While Internet marketing can be simple, it can also be daunting and time-consuming. If your business is just starting out or is growing at a steady pace, you may need an experienced Austin web design firm to lead the way. Call us at 512.206.4220 for your marketing needs.

The Simple Social Media Challenge

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Fahrenheit Marketing in Design

You say you dislike social media, but have you taken it for a spin? Many shy away from social media because they feel left in the dark. Granted, in the beginning the learning curve can feel like falling into an abyss. Give this powerful marketing tool a chance. Send your inner naysayer on vacation and stick your toes in the social media water.

Social media will almost certainly continue its swift wave of growth. The top social media platforms for businesses in 2012 include Facebook, Twitter and blogging — in that order. Of course there are many valuable social platforms, but for our purposes here, we are choosing the three listed above. If you think social media isn’t for you, we challenge you to test it for six weeks. Prove yourself wrong — or right.

Your Weekly Social Media Schedule

Facebook (Monday, Wednesday and Friday)

  • Each Monday, Wednesday and Friday, write a Facebook status related to your business. Post the status.
  • Each Monday, Wednesday and Friday, “like” a Facebook page related to your business.
  • Each Monday, Wednesday and Friday, reply to a comment someone has made to your status or post a comment on another’s Facebook page. Make your comment engaging and informative.

Note: If you are using Facebook for business, use your Facebook business page, not your Facebook personal account. If you need to set up a Facebook business page, roll up your sleeves and create a simple business page. It is easier than you think!

Twitter (Monday, Wednesday and Friday)

  • Each Monday, Wednesday and Friday, write a tweet related to your business. Publish the tweet.
  • Each Monday, Wednesday and Friday, follow one new Twitter account related to your business.
  • Each Monday, Wednesday and Friday, reply (or “@” in Twitter lingo) to one account you follow with an interesting comment.
  • Each Monday, Wednesday and Friday, retweet (or “RT”) a tweet from one account you follow. Use Twitter’s retweet button whenever possible.

Note: You will need a Twitter account and a Twitter “handle” — @YourNameHere. Choose your handle thoughtfully. The easier your handle is to remember, the easier it is for followers to find you.

Blogging (Monday)

  • Write one 250- to 300-word blog post (engaging, informative story) prior to Monday. Post each blog so that it is live each Monday at 8:30 a.m.
  • Leave a comment on another site’s blog that is related to your business. Make sure the comment is related to the blog or thread. Shy away from comments that might be interpreted as a sales pitch.
  • When appropriate, add your email address or URL to the comment as part of your signature.

Social Media Tips

  • Consistency is key in successful social media marketing.
  • Take care in your tweets, statuses and comments to stay away from a pushy or hard sell. Having said that, by all means put information about your products on Twitter and Facebook. This is how followers find you. Most definitely post statuses and tweet about special offers!
  • Each time you post your blog, take time to tweet a link to the blog and add it to your Facebook page.
  • Check as often as possible to see who has commented on your blog, replied to a tweet or posted a comment on your Facebook page. Respond to them.

Social Relationship Building

One of the most important things to remember when using social media is that social media relationships are often built on reciprocation: “You follow me and I’ll follow you.” This is especially true with Twitter. “Followbacks” are important, but build your relationships based on how they benefit you. Oftentimes a follower wants to keep up with you, but they themselves may not send out social messages. Followbacks are not always necessary.

After your six week challenge, you will be socially savvy and better able to determine if social media is right for you. At the very least, you will have a better understanding of the social landscape and the time involved in developing and maintaining your social side. Consider our challenge to you a win-win.

The Value of Social Media

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One of the biggest debates in Internet marketing for businesses is how to gauge social media’s return on investment. Will businesses get their money back? If not, what’s the point?

Arguments we’ve heard against social media include:

  • “I don’t Facebook.”
  • “I can’t get business from Twitter.”
  • “It’s just social media.”

These statements often come from lack of experience or simple misunderstanding of social media. They also come from underestimating the worth of social media.

Create Your Own Definition of Social Media Value

Some businesses are strongly against (or indifferent to) social media because there is no definitive or guaranteed value — as far as money goes, anyway. We all know that money is not the only thing of genuine value. Some of the most highly coveted things in life are intangible.

For businesses, social media offers great intangible value:

  • Brand building
  • Relationship building
  • Becoming a “Go To” source for knowledge and interesting information
  • Humanizing your company to followers
  • Expressing your company’s personality
  • Engaging directly with followers
  • Showing that your company is in touch with technology

Do not let money be your only deciding factor. The pros far outweigh the cons in making solid, consistent use of social media. Though measuring return on investment (ROI) still has many marketers scratching their heads, research shows that in 2012 over 80 percent of marketers believe that social media is crucial for businesses.

Fahrenheit Marketing boasts a savvy Austin web design team ready to help your business grow. Contact us today at 512.206.4220

5 Tips for Blending Content and Usability

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Fahrenheit Marketing in Design

You’ve worked hard to make your site’s content fresh and relevant. Why the high bounce rate and silent phones?

Your site may have the most researched, informative and engaging content on the planet–but if your website visitor is confronted with a distracting pop-up or the site is difficult to navigate, a bounce may be the first move your user makes. Alternatively, if you have a beautifully designed site that has everything easily accessible for the user but the content is stale and yawn-inducing, your site is also primed for a bounce. “Keep moving folks, there’s nothing to see here.”

White Space is a Website’s Friend.

White space allows the user room to breathe when reading. White space is used to draw the eye to elements of the site as well as directing the flow of text. Too much text, no matter how informative, is overwhelming for site visitors.

Consistency is Key.

Content is more than just text. Content includes images, navigation, links, share features and more. Each element of content should be consistent with the message shared in the text. For example, use images that have a common thread with the story. Group similar content together.

Scanability Matters.

Use fonts that are easy to read — for all users. Give the text proper spacing. Make sure the text is scanable and that users can glean information from a quick look at the page. Use bullet points as needed. Stay away from lengthy pages, and break them into smaller pages for longer content.

Bells and Whistles Not Necessary.

An engaging website is often fun and friendly — if your site has bells and whistles, make sure each one has a purpose or communicates a message to the user. You’ve launched your site and it looks wonderful, but is it working for the user? Don’t get caught up in “Launch Love.” Be pragmatic and make changes as needed. Show your site’s sophistication through simplicity.

Don’t Make Your Visitor Work.

Engaging content with a clear and consistent message goes a long way. Your site visitor will appreciate being able to easily navigate to that information without thinking. Choose wisely when naming navigation buttons. A visitor can get frustrated with your site quickly, and if that happens, they may leave and never return.

Marry your great content with a good user experience and your visitors will be back for more.