Published by Kayla Lutz, February 24th, 2021
When people turn to search engines, they don't spend very much time contemplating the link they choose; I know I don't.
 
What usually catches my attention most is seeing the information I was looking for before I even click a link. These small previews of text that appear as part of your search results are called "rich snippets." Search engines like Google or Bing will take information from a website if they see it as valuable and place it as text clear at the top of the search result. This result will show as position 0 - meaning it's placed even higher than the typical number 1 position.
 
So how do search engines identify this copy as valuable enough for position 0? It all starts with SEO.
 

What is SEO?

SEO, or Search Engine Optimization, is all about improving your website traffic by getting more people to your website who actually want to be on your website. I like to think of SEO as adjusting your business to be more in line with what the consumer is searching for.
 
The tricky part - SEO is always changing and evolving to stay ahead of the latest search engine algorithm. There are, however, a couple of SEO best practices you can follow to help you stand out.
 

SEO Best Practices

Research Keywords

Before starting any SEO optimization, I utilize keyword research to determine what keywords will work best for the type of content on your site. Keyword difficulty and average monthly searches are components that I look at when thinking about if a keyword is the right fit. I also like to make sure the website has lots of rich content.
 

Include Rich Content

Rich content that is updated frequently will get noticed by search engines and the consumer. Writing blog posts, news sections, and overall updates to content throughout your website can help you stand out amongst your competitors. This type of content is more conversational than a product or service page and is more likely to be noticed by search engines.
 

Takeaway

As search engine algorithms continue to change, it becomes more and more difficult for in-house marketing teams to stay up with the trends. Companies have to do more than ever to attract their target audience.
 
It doesn't have to be difficult, though. We can help.
 
Contact OffWhite today and let us help you with your SEO strategy.
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Published by Bill White , January 20th, 2021
Since we started our company on a cold day in 1985, the evolution of OffWhite and business and technology in general - is staggering. While the pathways to our markets and client services have offered new dimensions in efficiency and accountability, our basic work remains the same. The more things change, the more they stay the same, right? Yes and no.
 
We have continued to reinvest in the tools and technologies we need to compete in a global market. The substrate upon which we run OffWhite is advanced and efficient. While we work in a historic, bucolic college town on the Muskingum River banks in Marietta, Ohio, we are within reach of anyone and everyone on earth at light speed. We rightfully claim we're in the middle of nowhere and in the middle of everywhere.
 
The OffWhite business model's foundation may be unique, but our acumen runs deep. We're a relatively small firm specializing in technology marketing for highly specialized companies we select as much as they select us. The details we seek, the weeds in which we live, the desire to learn, and the natural curiosity that drives us to peek behind the curtains of new technologies and business processes make up the DNA of who we are and what we do at OffWhite. It is this curiosity that drives us to excellence.
 

Sharing Success

We have implemented our new business development program to bring us together with companies who share our values. These are companies that are making a difference in their industries and bringing true value to their markets. This is true as we have supported their efforts to serve those on the front lines of COVID research, vaccine development, storage and last-mile cold chain deployment.
 
We hope to travel more frequently and reach out beyond our borders while remaining tethered to the cloud servers that bind us together and host our intellectual property.
 

The Need for Planning

Accountability in the marketing investment has never been better, especially now that we have analytics that reveal customer behavior secrets in an instant. Knowing how to set up this equation, and what to do with the information itself, has become a centerpiece of our marketing strategies. Too little information and we're back where we started. Too much information and we're paralyzed.
 

Staying Ahead of the Next Best Idea

The interplay between conventional marketing tools and continuously evolving innovations enabled by digital platform management reveals results that may be fascinating but not always useful or productive.
 
At OffWhite, our first test for any program is "just because we can doesn't mean we should." And, no matter how we're reaching our customers today, we know that tomorrow will bring another option, and the background noise will continue to rise. It's our job to cut through it, at the right time and with the right people, so that a need can be met, a sale can be made, and a customer can be served.
 
This basic equation applies to selling technology and perfume. One delivers a solution; the other promises hope.
 

Our Business Objectives

 
If you are our client, we will take care of you. We will give you our best work.
 
If you are not yet a client but think we would be a good fit under a mutually beneficial arrangement, we will explore the chemistry.
 
If you are a sales, marketing, or product manager, we will respect the confidence and trust you have placed in us; we know that your job and your reputation are based on the outcomes we share.
 
Suppose you are struggling with the mysteries of analytics, search engine algorithms, social media drivers and the newest language of marketing. In that case, we will lead you on this journey while you focus on your business.
 
Despite the changes we've absorbed over the last 36 years, our constant is the one so many fear: Content. In content, there is nowhere to hide. There is no way to wordsmith an understanding of products, processes or services that remain critical to whatever industries you attempt to reach. At OffWhite, we exist to create content.
 

Behind the Curtain

 
Client service is not just what we do; it's who we are. Service is why we come to work. People often ask us how we have survived in a volatile environment for more than 36 years. There are no secrets to this. We wrap our talents, skills, technologies and teamwork around our clients like a warm blanket.
 
Let's have a wonderful year - together.
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Published by Jodie Reiter , June 27th, 2019
Collaboration - the action of working with someone to produce or create something.
 
Collaboration is a key part of what we do at OffWhite.  Whether it is the entire team or smaller groups within the office, we collaborate multiple times each and every day.  This sets our team apart and makes us better at what we do.  These collective brains and thought processes really are something it is hard to put a monetary value on.  The thoughts, ideas and monthly planning bring value to our client’s work.  Through this collaboration we add consistency in messaging and brand awareness across all media.
 
We believe in working smarter and not harder.  Aligning priorities and approaching as a collaborative team first before moving into individual areas of expertise allows the team to evolve and flourish.  
 
At OffWhite, we try to look at each action as a whole and how the next action will affect future actions before deciding how to proceed.  How do you look at your marketing program – as single actions or the complete program?  
 
The beauty of OffWhite is how we think and our collaborative efforts – both creative and analytical.  
 
Take a look at our portfolio and reach out to OffWhite for a collaborative approach to your marketing program.
 
Contact Bill White at 740-373-9010 or bill@offwhite.com to schedule a discussion.
 
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Published by Chris Hlubb , June 10th, 2019
When I received the very first IPad, it was amazing to see this technological wonder.  While I couldn’t do a lot of my day-to-day things on it (i.e., programming, using spreadsheets, etc.), it made for an enjoyable form of entertainment that was so much easier to use than lugging my laptop into bed with me.  The biggest attraction was the vast number of apps.  There were so many things that an app could do for you that as time went by the phrase “there’s an app for that” was literally the truth.  

I am of the opinion that when these first came about, they were built for a couple of main reasons: 1) it gave users fun games to play and 2) in the case of a business, it was an outlet to give users what essentially amounted to a “mobile” version of their website, or at least an app that highlighted something that they sold or wanted to push to the public.  People loved apps and it was fun to compare with your friends which apps you had downloaded, or at the very least discover something new.  But fast forward to today – are apps still really relevant?

Begin a programmer for over a decade now, I’ve seen firsthand some of the changes with how various advancements in coding has affected your website and devices.  One of the biggest ones that really began to take shape a few years back was responsive layouts, as more and more users began to start using their mobile devices as their primary way of accessing data.

Nowadays with sites being much more in tune to being “mobile friendly” I don’t know if I see the necessity for having an app, especially just to say that your company has an app.  Don’t get me wrong – I’m not trying to advocate against apps, but I do want to caution you to really think before jumping into the app market.  There are a lot of apps out there, so don’t just add another one to the pile.  There are definitely positive things an app has the ability to do that mobile sites can’t – like working in at least some capacity when there isn’t an internet connection.  Just make sure you think about how your app could work specifically for your customer base.  If your company has a very specific thing that you want your app to focus on that would be of use to a customer (or that allows you to present your information in a unique way), then it’s probably worth investing the time.  However, if you come to conclusion that it will basically be the same thing as what your website already does (or basically a rehash of the mobile version) then maybe it’s not worth investing in.  Just some food for thought.
 
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Published by Stacey Pottmeyer , April 17th, 2019
Many clients have the desire to be at the top of page one in search engine results for specific keywords. While we strive to make this happen for our clients, there is no magic wand or any secret line with Google we can call to make this request. The fact is this strategy can take some time to accomplish and this old approach to SEO might be missing a major opportunity to reach the target audience who is searching in a whole new way. 

“Long-tail keywords” is not a new phrase to marketers and is a better approach to SEO, but in 2019 we are expanding that idea to become the answer to the user’s questions. With the rise of devices such as Alexa, Google Home, and Siri, users are utilizing voice search to seek the answers to their questions. By 2020, it is predicted that 50% of all search will be voice search. If users are asking more and more questions, than we need our clients to be the answers. 

So, what is a marketer to do?  

#1 Comprehensive Keyword Research 
If the queries are changing, so does our research. Google not only tries to match the user’s search with the best information on the web, they also try to decipher the user’s intent. As marketers, our keyword research must get to the heart of what our user’s are seeking. What questions are they asking? What specific words are they using to describe the item or service they are seeking? Below is a keyword ‘SEO’ with a ton of questions being asked about SEO. If we were creating a website or blog about SEO, this would be a good place to start with content creation. 
 
 
#2 Create and Optimize Content 
Your content needs to be the answer to their question or problem. Specifically, copy should answer those questions from your keyword research as best as possible. Adding relevant images and videos to pages increases your chances. It shouldn’t be a surprise that Wikipedia is often part of Google Answer Box Results. Their content answers questions. FAQ pages often can rank well in search because they help to answer specific questions. 

#3 Improve User Experience
Now that we have the correct users to our site and we are providing them the best information possible, let’s gain that user as a customer, a sale, a lead, or a repeat visitor that we can later remarket to. Your website should be easy to navigate and visually pleasing. Content should be organized in a simple manner. Calls-to-action should be clearly found and identified on each page, making the next step an easy one for the user to take. 

#4 Schema Markup
Schema markup is microdata that can be added to your html to clearly define content to search engines. Marked up content helps Google and other search engines find products, articles, reviews, etc. on your website based on markup to the code. 
 
#5 Optimize for Mobile
Optimizing for mobile is so 2010, but with 50% of all searches being mobile and the rise of voice search on mobile devices, there is no better time to make sure your site is mobile friendly. Some tasks to keep in mind are: 
  • Make sure your site has a responsive mobile design. 
  • Improve page speed
  • Compress images
  • Bigger buttons for mobile devices 
Bonus #6 Local SEO
If your business is relevant to local searches, then it is important to show up on sites like Yelp, Apple Maps, Google Business Listing, and Bing. 

If you need help getting your site SEO-ready, give OffWhite a call and talk to Stacey Pottmeyer. Or just ask Siri to call us for you. 
 
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