Digital Marketing

Digital Marketing

Find the latest information about Digital Marketing, Web Site design and development, Search Engine Marketing, and Social Media from Bob Peterson, a WSI Consultant in Edmond, Oklahoma.

Leading Specialty Lamp Manufacturer Engages WSI for SEO Implementation

Bob Peterson - Thursday, February 12, 2015

LightSources is one of the world’s leading manufacturers of UVC, specialty fluorescent, and sign lamps of all kinds. Based in Orange, Connecticut, they serve both large and small OEMs with custom lamps designed and engineered for a large range of applications.

As a means of increasing their new lead flow, LightSources engaged WSI to optimize their web site for 35 primary keywords. The first step in this project was on-page optimization involving the creation of 35 new SEO landing pages. These pages were optimized for three kinds of terms:

  1. Keywords that describe what the company IS, such as “light bulb manufacturers
  2. Keywords that describe what the company DOES, such as “custom light bulbs
  3. Keywords for INFORMATION about end product applications, such as “uv water purification

The 35 pages were implemented on the site by the end of January, and in February we moved into the off-page optimization phase. This phase involves the creation of unique original content about the types of products that they make such as low-pressure mercury lamps and UV germicidal lamps. This content will then be posted on company specific blogs on WordPress, Blogger, Tumblr, and the company’s Google+ page. These blogs will help build page authority for the new SEO pages by linking to them.

At the conclusion of the off-page part of the program, we expect LightSources will have a steady flow of new leads from searchers looking for a top-notch manufacturer of custom UV light bulbs.


Small Business SEO Trends - What can be done with a $500 budget?

Bob Peterson - Wednesday, February 04, 2015

From Search Engine Watch:

SEO is a far more delicate operation than it was when you could almost effortlessly get endless cheap directory listings and not worry about Panda and Penguin. Those days are long gone. Content marketing is now synonymous with SEO and it is a huge undertaking.

But while the work has become more challenging and time-consuming, according to the survey, search marketing firms don’t expect small business marketing budgets to increase much in 2015. So while the workload, time and effort increase, budgets remain stagnant. So...what can be done with $500?

Good article on 2015 trends and what can be done with a small budget. You should consider optimizing your web site or investing in some local SEO. Your content matters, and you should develop a digital content strategy.



WSI Retained for Additional SEO Engagement by Rabin Worldwide

Bob Peterson - Tuesday, February 03, 2015

Rabin Worldwide offers their clients a wide range of services.  In addition to being industrial liquidators Rabin specializes in providing companies with expert asset valuation, asset-based financing and comprehensive commercial real estate investment and management services.  Rabin is headquartered in San Francisco with a European subsidiary office in Manchester, United Kingdom.

In April, WSI was retained by Rabin to increase leads from large corporations seeking to liquidate assets or obtain asset-based financing.  The extensive keyword research conducted by WSI resulted in the identification of 25 primary keywords and 18 additional stems with over 13,000 searches per month.  On-page optimization then proceeded with the addition of 20 new SEO landing pages and modified content on 5 existing pages.  Once the pages were implemented on the site, WSI began syndicating high quality content, driving links to the site via customer reviews and blog accounts.

After 6 months of off-page optimization WSI was able to earn over 1,000 links to the SEO pages, 15 first page rankings, 18 second page rankings, and hundreds of incremental new visitors per month to the SEO pages.  This resulted in a substantial increase in auction and financing leads for Rabin.

Phase 2 will focus on more intense off-page optimization to move additional keywords to the first page.  We will target competitive keywords such as asset recovery services, auction liquidation services, heavy equipment appraisal services and machinery auctioneers.


Why a fully responsive website is a priority in 2016

Bob Peterson - Saturday, December 27, 2014
Fully responsive design Do I really need a fully responsive website? A question, which, if asked in 2012/13 would have received a very different answer. At that time, the numbers of people using mobile devices to access the internet were relatively low and the technology for fully responsive was quite new. It was still quite expensive and in some areas even a little unstable. In all likelihood, if you needed a mobile friendly site at a reasonable cost and didn't need ecommerce, you would have been advised to have a separate mobile friendly site. However, in 2016, if you don’t have a fully responsive website it’s very likely that you will be losing business to your competitors.
  • More than 90% of adults have their mobile phone within arms reach 24 hours a day
  • More than 60% of emails are opened using a mobile device
  • There was a 112% increase in mobile traffic to retailer sites in 2014
  • 70% of people will leave a site on a mobile device if it doesn’t load quickly or is not user friendly
  • Google mobile searches now indicate if a site is mobile friendly making it even easier for consumers to avoid a site that isn’t
  • 98% of text messages are opened in under 5 seconds
  • Last Christmas saw high street retailers using iBeacons and Near Field Communication (NFC) to push offers and information to people’s mobile phones as they were shopping
All of the above means having a fully responsive website is no longer an option, it’s a necessity!
So, what exactly is a fully responsive website?
A fully responsive website is one which loads and displays in a user friendly format regardless of the device you are using. With more than 70% of smartphone owners using their phones to search the internet, it is essential that they are able to view your site just as easily on a mobile as on any other device.
What does ‘user friendly’ mean?
In a fully responsive terms, user friendly means things like
  • Images and video loading quickly and correctly; resizing and displaying within the viewable space
  • No need to zoom in to read text
  • No need to scroll across the page to read the full text
  • Content format (priority) changing according to the size of the screen viewable
  • The ability to click on links and buttons using thumbs without also clicking other content
  • The ability to click on any telephone number shown to call it immediately
All of these things are essential for a good user experience on a mobile device.
What happens if we don’t go responsive?
It’s likely that you could lose business. To what extent will depend on the type of business you are. At the very least you will be failing to maximise on the opportunities that mobile marketing has to offer. We are a population that uses the internet while on the go. We are increasingly choosing to shop on mobiles and tablets, often switching between devices (67% of searches start on one device before moving on to a second). If we aren’t buying online then we research online before we shop and then research further using mobile devices while still in store. We expect to be able view and click on offers and promotions that we receive by email or text, regardless of where we are and what device we are using. It’s vital that your site accommodates this. Setting up a fully responsive website can take a little longer, but taking that bit of extra time will bring dividends in the long run. Not only will mobile searches tell users your site is mobile friendly, guiding them to choose you over one that isn’t, but a fully responsive website also has some other side benefits:
  • Longer term cost reductions as you only have one site to maintain
  • Easier measurement as you’ll only have one set of analytics to review
  • Easier campaign optimisation based on easier analytics
If you haven’t refreshed your website for a while and are thinking it’s time for an update, then fully responsive is the way to go. If you have updated your site recently but didn’t opt for fully responsive, than at the very least you need to make sure you have a mobile friendly version of your current site. It’s not as cost effective in the long term or efficient as fully responsive for the reasons stated above, but at least you won’t be penalised by the search engines. If you want help or advice about updating your website for 2016 and beyond, get in touch. Book of numbers CTA


The Periodic Table of Content Marketing, by Chris Lake.

Bob Peterson - Wednesday, March 19, 2014

An interesting approach to Content Management

The Periodic Table of Content Marketing, by Chris Lake.

The Periodic Table of Content Marketing


How to Measure SEO ROI

Bob Peterson - Wednesday, March 19, 2014

Good advice from the PositionOnly blog.

Look for 4 things:

  1. Rising Non-Branded Organic Traffic
  2. Increased Inbound Links
  3. High Quality Traffic
  4. Most Importantly – Revenue

Read the entire article HERE.

They nailed it with #4...


There is still time to register for WSI's Free Webinar about Adaptive SEO

Bob Peterson - Wednesday, March 19, 2014


Attend WSI's Free Webinar and "Get on the Same Page as Google with Adaptive SEO"

March 27th 2014 | 10:00AM (CDT) |  Register Now

Dear Bob,
A peek into the crystal ball will tell you that "Adaptive" is definitely the future of SEO. With Google constantly refining its search algorithms in order to deliver better results to its users, SEO has had a complete makeover from what it was back in 2010. At WSI we are very excited about the positive impact AdaptiveSEO is will have in the digital marketing world as well as for your business. Better yet, we're geared to share this knowledge with you so that you do not get on the wrong side of search engine giants like Google! 

If you or your team was to learn more about the power of AdaptiveSEO, we invite you to join WSI's Digital Power Hour for a free webinar entitled "Get on the Same Page as Google with Adaptive SEO". On March 27th 2014 at 11 AM (EST), WSI Digital Marketing expert, Francois Muscat will demonstrate how traditional SEO is different from Adaptive SEO. After the webinar you will also receive a complimentary marketing guide to aid you in your search marketing efforts. To book your set at this month's Digital Power Hour, visit: ?source=BobPeterson1779. 

If you have friends/colleagues who are curious about AdaptiveSEO, please forward my mail to them too so they can register as well. 

And should you wish to discuss any aspect of your brand's digital marketing strategy I will be more than happy to speak with you.
Best regards,
Bob Peterson 
Internet Consultant

WSI Internet Consulting
tel: (405) 513.8777
toll free: (866) 539-7150
fax: (866) 484.7558 
visit us online at


Writing Content for the Home Page

Bob Peterson - Thursday, May 19, 2011
Many home pages are filled with attractive graphics, but don't have much in the way of content. A Home Page is more than a navigation screen to the rest of the site.

Here are some tips to determine what type of content should be on the Home Page...

Click HERE to read more.


Social Media Marketing: Tactics ranked by effectiveness, difficultly and usage

Bob Peterson - Tuesday, May 03, 2011
Social Media Marketing: Tactics ranked by effectiveness, difficultly and usage

We've been browsing the new MarketingSherpa 2011 Social Marketing Benchmark Report this week. One of the first charts that struck us was a bubble chart on social marketing tactics. 

This chart graphs the effectiveness, difficulty and popularity of each social media marketing tactic. You'll notice a clear positive correlation between a tactic's level of difficulty and its level of effectiveness.

As seen in MarketingSherpa Blog email updates

Read more


Build your business website to be a success

Bob Peterson - Saturday, January 08, 2011
by Francois Muscat Jan 7, 2011 5:13 PM - Show original item

If you want your website to be a success online, you will need to think and plan strategically about your website visitors and what action you want them to take. Most websites don’t do this.  This is what will set you apart from the rest. Your website is your business image to the world open for everyone to see.

Do you want your website visitors’ first impression about your business to be good? If you answered yes, find some tips below to incorporate into your digital marketing strategy and to help you make your website stand out from the rest.

Business website tips

Customer: Always focus first on your customer. When a new visitor arrives on your website for the first time, they are usually looking for something or answers to help solve a need that they might have.  This could be anything from buying specific products or solving a problem. It is vital that you must understand what your best customers are looking for and then make sure you can address them clearly on the specific page that they arrive on.

Image: Design your website around your customer and the services or products that you offer. If you are selling to Generation Y, use a trendier look that integrates social media elements and if you are selling to Baby Boomers, design your website with a high contrast with larger font sizes. Your website design should about be consistent with your industry and branding. If you are selling to corporate customers, then you will need a polished and professional look.

Action: What do you want your websites visitors to do when they arrive on your website? Contact you? Sign-up for a newsletter? Your website pages should always have a clear path to action. Keep it short and simple with clear call to actions (CTA). Too many possible actions and your visitors will leave instantly. Make the decisions that they have to make on your website easy. Make it visible and clear for your arriving visitors. Design a single primary action into your website pages.

Trust: People have always been cautious of buying online. Write the content of your website to address the needs of your visitors in a language that they will understand (no technical jargon). Also, make it easy to contact you with a phone number and an actual street address. You can include a shipping procedure, privacy policy and a refund policy on your website. Include a trust building “About us” page that includes more in-depth information about your company and what you do.

Websites that get good results are focusing on the needs of their visitors. Always remember that it’s not about you but about your visitors!

Visit our site to learn even more digital marketing tips, techniques and best practices that will work to enhance your online brand!


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