Posts

I think we can all agree that the first half of 2020 was completely unexpected; and with social distancing practices set in place people are spending more time than ever searching for goods and services online. This makes SEO (search engine optimization) more important than ever; if your company hasn’t been investing in digital marketing you can at least get started on the right path by following our step-by-step guides on these 5 key marketing trends for 2020.

According to BigCommerce, “E-commerce success is more than having a beautiful website — you need a healthy amount of traffic to your online store. In a recent Statista survey, direct to site, e-mail, and SEO were found to be leading traffic drivers. 22% of global retail sales will be thanks to e-commerce by 2023. To give context to this growth, 14.1% of global retail sales were e-commerce purchases in 2019.” We understand metals and manufacturing is not your typical retail transaction; however, getting people looking for your services to fill out a request quote form is just as beneficial.

Prior to working with any company, sales through their website are never near the 10% mark and when implementing a long-term result proven strategy, we have seen this number increase to nearly 30% of new business acquisitions (here’s a case study to check out the numbers for yourself). This higher than overall business average is from what we refer to as the low-hanging fruit affect; most machine shops do not keep up with modern marketing efforts. This has resulted in businesses that do grabbing a large share of the pie due to lack of competition in one’s geographical area. We put together a list of 5 steps, their importance, and a step-by-step guide on how you can begin to reap the benefits of correct digital marketing.

 

KriXis Consulting | 2020 SEO Trends | Blog Main Image

 

Our list below is broken down into two major categories, technical adjustments and content adjustments, so let’s dive into it.

Technical Adjustments

 

Securing Your Website (HTTPS / SSL)

 

Why Important

Search engines such as Google recognize this as your website being secure, this can be seen as a closed lock symbol when using browsers such as Chrome. Having a website that is not secure will discourage search engines from showing you in the SERPs (search engine results page), due to not protecting visitors while spending time on your website.

 

How To Do It

This is probably the simplest fix on the list and can be down by contacting you visiting your hosting provider and searching, “SSL Certificates.” Annually this should cost no more than $100, and if you are having any issues figuring this out feel free to reach out and we are more than happy to walk you through the process at no charge.

 

GoDaddy SSL | Screenshot

 

Internal Linking & Conversion Rate Optimization

 

Why Important 

As of October 2020, search engines gauge page importance by the amount of links directed to them. Links from other websites (social media profiles count) are the most valuable; however, you can guide search engines to your most important pages, by adding links to them throughout your website. An example of this can be a particular blog article contains a link guiding the reader to your contact form.

 

Content Adjustments

 

Merging Content

 

Why Important

Content still remains king in digital marketing, but as algorithms continue to improve search engines are getting better at delivering the best content possible to answer the searchers questions. Due to this, we suggest combining some of your shorter posts as long as they are relative to each other.

According to SerpIQ, the top result provided by search engines has on average 2,416 words. Rich content such as this is likely to attract backlinks as well, in turn, leading to benefits that compound on each other.

 

How To Do it

If you decided to go this route, we suggest using redirects from the original posts to the new combined post. This can be somewhat confusing, so if you come across any issues feel free to reach out for some advice. If you are determined to tackle this yourself and use WordPress, check out the video below from WP Beginner’s Guide:

 

 

 

Convert Written Content to Video Content

 

Why Important

As previously stated, content is king, so getting the most out of the content you have already invested resources in is both efficient adds to the compounding SEO effect mentioned earlier. Secondly, short videos grab and hold attention, simple as that.

 

How To Do It

When turning content into video the two websites Fiverr and UpWork are both filled with individuals that specialize in this. After trying them both we have found that Fiverr is typically the cheapest option, but UpWork delivers better quality work. Both require turning content pieces into scripts and charge based on the amount of words.

 

Video Example Blog Post – Local SEO Overview Video

Written Example Blog Post – Reasons & Strategies For Local SEO

 

Influencers

 

Why Important

This may be new for many of you, so we are going to begin by breaking this concept down.

 

What is an influencer?

 

Influencers increase brand awareness or conversions among a specific target audience. An author at Modern Machine Shop is a good example.

 

How can these individuals be utilized in manufacturing?

 

Once an you have selected an influencer, we suggest providing them with some examples of work that you are proud of, and let them review the craftsmanship.

We at KriXis Consulting are driven by the numbers and BigCommerce states, 89% of those that invest in influencer marketing say ROI is comparable or greater than other marketing channels in 2019. The trend is projected to continue as 86% of surveyed business began setting aside a influencer marketing budget for 2020 according to Digital Marketing Institute.

 

Conclusion

This has been a year unlike any other, and by implementing some or all of these steps your business will finish the year out strong from a marketing standpoint. The five points addressed is just a baseline, and we at KriXis Consulting encourage you to click the button below for a complimentary overview and proposal customized to your business needs.

 

 

Works Cited

  1. https://www.bigcommerce.com/blog/online-shopping-statistics/#ecommerce-is-growing-every-day
  2. https://www.sweor.com/seocontentlength
  3. https://www.bigcommerce.com/blog/influencer-marketing-statistics/
  4. https://digitalmarketinginstitute.com/blog/20-influencer-marketing-statistics-that-will-surprise-you

Placing your business in front of local customers looking to buy your product or service is the goal of every business. Local SEO is how you can achieve this goal. The next ten minutes spent reading this post will inform you on what Local SEO is, the top reasons you need it and educate you on simple strategies you can implement today that will show results.

What Is Local SEO?

Local SEO (search engine optimization) is the process of optimizing your website to show up locally (depending on where the search is made) for targeted keywords or phrases on search engines.

If you use Google, you are likely familiar with the image below, which shows local search results.

 

Google Search | Local SEO

 

The letters next to the businesses name are also points on Google’s map; other search engines have a similar service. If you wish to view for yourself, simply Google “Local Law Firms” and you will see a map for yourself listing law firms in your area.

As a business owner I am sure that you can already see the benefits of being at the top of the local list. After researching we compiled a list of the top reasons you need local SEO covered in detail below.

Top Reasons You Need Local SEO

  1. Mobile Traffic

Chances are you have a smartphone, even if you do not, your customers do. People are utilizing search engines more and more from their phones. These searches are based on the current GPS location of the mobile device, in turn; delivering search results from the local surrounding area. You can see from the picture below how local SEO plays a factor on a mobile device.

 

Local SEO | Mobile Device

 

Potential customers have the ability to immediately call a business that appears at the top of the local search results. We are certain that you want your business to be in that position, making mobile traffic one of the top reasons to focus on local SEO.

On a side note, Google and other search engines factor whether or not your website is mobile-friendly (responsive) when determining local search engine rankings. Visit our post on responsive web design.

  1. Local Consumers Switching To The Internet

Bright Local states, “64% of local customers use online search engines and directories as their main way to find local business; only 28% of people use old paper directories as their preferred source of local information.

The online search trend will continue to grow; phone books are not making a comeback.

Bright Local also states in the same article that only 10% of businesses have claimed their local listing on Google. You have the opportunity to become one of the early adopters of local SEO. Take advantage of it while you can.

  1. Professional Appearance

People believe that the results Google and other search engines provide are credible businesses. Having your business at the top of this list (not as a paid advertisement) showcases you as what search engines consider to be the best.

You can take this appearance to the next level by having a modern, professional and clean user-friendly website. Trust online is an extremely valuable asset, combining local SEO with a premier website places your business leaps and bounds past your competition.

  1. Budget Friendly

As stated previously only 10% of businesses have claimed their free Google local listing. Like the Google local listing, many other local SEO strategies can be completed for free, costing only a time commitment, which we will be covering shortly.

You should be realizing local SEO is something your business needs to be focusing on. We provided a video below that covers even more reasons to get started.

 

 

We are going to transition this post into gaining an understanding of the factors that play a role on local SEO and the steps you can take now for free that will begin improving your local search position.

Local SEO Ranking Factors

 

Stats | Local SEO

 

Having knowledge of the factors that count toward local SEO will help in making sense of the upcoming do-it-yourself strategies. Moz, one of the most reputable sources for SEO information, determined these ranking factors; clicking provides the full top 50 list. Many of the items on the list may seem confusing, we would be more than happy to clear up any questions, by clicking here.

Our strategies are going to focus on the two aspects that require no technical skill: NAPw (name, address, phone and website) and social media.

Strategies You Can Use To Boost Local SEO

The strategies below are completely free, no gimmicks or hidden charges, however, some of the steps will lead to calls asking you to pay for ‘premium services’. Out of all of the clients we helped, we were able to achieve the top spot on local searches without having to pay. Our suggestion is to decline the offer.

Directory Listing Strategy

For this strategy you want to submit your business to as many applicable free directories that you can find. Applicable is the keyword, and we will address how to find these directories and how to properly submit your business to them.

Finding Listing Directories

We first want to touch on the listings you should set up before finding others, they are:

Google places for business, Bing places for business, Yahoo local listing, Yelp business listing, Merchant Circle, Yellow Pages, Manta, City Search and Local.com

These can all be found by searching “(listing directory) free business listing.” These will take some time, but the investment will be worth it. You can also click here for a list of 32 directories or here for a list of 100.

The next step will be to find directories that are specific to your area. The easiest way to do this is simply search “(your city name) free business listing.” The image below is a sample of what you will see.

 

San Diego | Free Business Listing | Search Result

 

Finding local free listings can take time and patience, but the work is worth it if you want to eventually reach the top spot for local SEO.

Some directories you find may not be free to join anymore. If you run into one of these directories simply exit the page and continue searching for free opportunities.

Proper Business Listing Submission

You need to ensure that all listing information is consistent. For example:

KriXis Consulting

123 Penn Drive

San Diego, CA 92104

(855) 457-4947

http://krixis.com

 

CANNOT ON ANOTHER LISTING BE:

 

KriXis Consulting

123 Penn Drive

San Diego, CA 92104

8554574947

http://www.krixis.com

 

Do you see the problem? The phone number is appearing different, as well as the website address. You need to ensure that even the spacing remains the same from directory to directory. This is crucial, or all of your work placing listings will go to waste.

Social Media Local SEO Strategy

Even if you are not planning to be active on social media, you should have accounts set up and thoroughly filled out for the major platforms – Facebook, Twitter, LinkedIn and Google+. Creating these profiles alone provide the opportunity for placing your listing information on another source, boosting your local SEO visibility.

 

social media growth - machine shop marketing

 

We do suggest becoming active on these accounts. More fans and activity on social media provide signals, which reflect on local SEO. You can find more information regarding getting started in social media from our previous post.

Summary

Understanding that you can control your position on search engines is an opportunity you must capitalize on. If you begin investing the time towards the above strategies you are going to see an improvement in your search result position.

The above information is a starting point. We are more than happy to answer any local SEO questions you may have. KriXis Consulting offers a full range of services, capable of meeting all digital marketing needs.

Thank you for taking the time to read our post, we encourage you to comment below and share this post with friends and co-workers.

Top 15 Reasons Your Business Needs Responsive Website Design

What is a responsive website?

Responsive websites are designed for optimum viewing on different devices. They are just as easy to navigate on a smartphone or other device as they are on a desktop.

Many websites are great on computers, but look awful from a phone or tablet. Here is an example of a website that is not responsive:

Desktop View

not responsive website design example | desktop

 Mobile View

mobile site view of not responsive design

As you can see this is not friendly at all for the potential customer. This type of website will be quickly left. Below is a responsive example found at KriXis Consulting’s responsive website design page.

 Desktop Viewresponsive website | desktop view

 Mobile View

responsive website example | mobile view

The difference is night and day. Before you continue reading I encourage you to look at your own website on your phone or tablet. You will immediately see if you have a responsive website or not.

This post highlights the top 15 reasons your website should be responsive. After reading, the decision to make the change to responsive website design should be easy.

 The Reasons For Responsive Website Design

  1. User-Experience (UX) Is Best On Responsive

If a customer is on your website via mobile the last thing you want is for them to leave immediately because the screen is impossible to read. Maybe they were just on your website at the office, but had a doctor appointment. While in the waiting room they wanted to learn more about your services. However, your website is impossible to navigate from their phone. That lead leaves your website and finds a company with similar services that is mobile-friendly. Creating a responsive website ensures that the user-experience is the same on all devices.

  1. Life Becomes Easier

It is not uncommon for web developers to create multiple versions of your website. For example, your website may be http://xyz.com; but a http://mobile.xyz.com may have been created separately. This practice helped make non-responsive websites mobile-friendly, or at least appear to be. The downfall arises with the maintenance and upkeep of two different websites, not even thinking about the possibility of new devices for searching the web being created in the future.

  1. Search Engines Want Responsive Website Design

Google likes responsive website design. Why would you want to go against the company that controls where you appear? Google not only recommends responsive website design as the best way to target mobile and tablet users, it also favors mobile-optimized sites when presenting results for searches made on a mobile device. Yahoo and Bing state the same. This should be reason enough to make the change.

  1. Increasing Number Of Mobile Users

More and more people are getting away from accessing the Internet through a desktop. Google searches done on mobile devices have actually been surpassed by searches done via desktop. This trend is not going to change, and the gap between mobile v. desktop will continue to expand as more people utilize their smart phones to their capacity. In fact, 61% of people have a better opinion of a brand based on their mobile website. Are you ready to make a responsive website with KriXis Consulting?

  1. Customer Trends Show An Increase Of Shopping Online

We all know that shopping online is easier than driving to the store. In many cases it is cheaper as well. Studies show that out of those who shop online 80% have bought something through their mobile device. A responsive website design gets your business a piece of that large influx in sales.

mobile-friendly shopping | starbuck mobile

  1. Staying Ahead Of Your Competition

Every leading business is developing a way to easily make purchases on mobile devices. They are developing responsive website design to make these transactions as simple as possible. As a business owner you should pick up on this trend since it works. This is an opportunity to get ahead of your competition, or a chance for your competition to get ahead of you.

  1. Major Platforms Support Responsive Designs

If you are reading this I am sure that you have heard of CMS’s (content management systems) such as WordPress. These CMS now have theme options that allow for a responsive website design. Going responsive also provides the perfect opportunity and reason for you to change over to one of these CMS. They make your online life much easier, we suggest going with WordPress and I’m sure most would agree.

  1. Responsive Website Design Is Cost Effective

Responsive websites may cost more to initially have designed and built. However, this investment requires less maintenance cost in the long run, since the responsive website will automatically adapt to every device. Making them considered one of the most cost effective and time saving development options available today. Our price is set to get you started towards a responsive design today.

  1. SEO And Marketing Benefits

As stated before many businesses have different websites for different devices. Search engines such as Google prefer using just one URL, hence providing an SEO boost. Also, Google uses a separate algorithm for mobile devices; this algorithm marks some websites as mobile-friendly. A responsive website design will make your website mobile-friendly. Notice the gray ‘mobile-friendly’ tags in the image below.

Search Results Page | Mobile-Friendly Tags

  1. Benefits On Pay-Per-Click Advertising

Pay-Per-Click advertising can benefit your business by allowing you to specifically target a customer based on location and search terms. Google Adwords has the feature ‘enhanced campaigns’, which now allows you to target customers by device. Having a responsive website design adds to the flexibility and specificity of your paid marketing campaigns.

  1. Keeping People On Your Website

Bounce rate refers to people heading to your website and leaving before checking out other pages. You want to have a lower bounce rate. As more people visit websites on their phones, they will expect to be visiting an operable website. If your website looks awful on mobile, customers will leave. Responsive website design guarantees the same functionality as they would have on a desktop.

  1. Social Media Brings Mobile Traffic

As a business owner you should have Google Analytics attached to your website. Google Analytics allows you to track where traffic to your website is coming from and what pages people are landing on when they do arrive. Most inbound marketing strategies include social media and blogging. ComScore has recently completed a study that shows 55% of social media usage is mobile. As you change to responsive website design you would be able to see in Google Analytics that customers being funneled to your website from social media are staying longer. Our approach towards digital marketing begins with a responsive foundation, but then attached all the tools needed to collect and record data.

  1. Internet Devices In The Future

The original iPhone was released in June 2007. The iPad was released in September 2010. These devices completely changed the way people use and connect to the Internet. New devices will emerge, and a responsive website design will adapt to that device.

  1. Americans Use Their Phone In The Bathroom

75% of Americans are using their phones while in the bathroom. They are taking this time to catch up with social media or look for things online. Responsive website design will give customers a positive web experience during this time.

  1. Fresh Presence For Your Business

Everyone has been to websites that are impressive. People have also gone to websites that appear old, cluttered and lousy. How do you want your business to appear? Our small business digital marketing page is a sleek, clean and up-to-date look, which was built with responsive website design.

small business marketing responsive web design

Process Of Making The Change

 

There are a few factors you need to consider after deciding to go with a responsive website design.

 Summing Up Responsive Website Design

The reasons above should motivate you towards responsive website design. Adjusting to what your customers are doing is necessary for all businesses to succeed. Thank you for taking the time to read this post, we greatly appreciate all social media sharing, as well as sharing this information directly with friends and colleagues. You can click here to learn more on how KriXis Consulting can begin the responsive website design process with your business.

Search Engine Optimization (SEO) may or may not be a term that you are familiar with. Those who have heard of it may believe it to be something they do not need, and to those whom never heard of SEO may think that they have not for a reason. However, a few minutes of your time will change your outlook and can have a significant impact on what matters to you, your bottom-line, if you don’t believe me after you finish click here for Modern Machine Shops advice. Before I dive into explaining the 3 reasons SEO will work for your machine shop, an understanding of what SEO is will build the needed foundation.

What Is SEO?

Search Engine Optimization is the process of increasing your website being found by potential customers for searched SEO - Definition of SEO - Optimizationkeywords. If someone searches CNC machine shops, they receive a list of results. SEO is the strategic tool that puts your shop at the top of that list. The higher your machine shop is on that list, the more likely a customer will click onto your website. I will provide an easy to follow example below.

The Dilemma:

You are a CNC machine shop in Dallas, TX. You have just hired a professional to build you a website to showcase your 5-axis capabilities, and the website looks great. You wait for new customers to contact you. A week goes by, and then months, and you are starting to feel like you wasted your money, and now believe that the Internet is a terrible investment.

This is the kind of story every real digital solutions provider dreads to hear, and here is why. You were just handed a 1967 Shelby Mustang GT-500, and it is a thing of beauty. You jump in the drivers seat, put the key in the ignition, turn it, but nothing happens. Confused you pop the hood, and are shocked to see that there is no engine. You cannot believe you just bought what looked to be a pristine car, but soon realize it is worthless.

Let me connect the dots. The car represents your top-of-the-line website, and the engine represents SEO.

Without the engine the car/website is . . .

  • Strictly for your viewing pleasure only, or
  • Reserved for those you personally invite

With the engine your car/website . . .

  • Is shared with more people than you realize, and
  • While you are driving more people are turning their heads and noticing

The video below is another easy to follow explanation of SEO incase you still need some clarification. Found Here.

 

 

Now that you have an understanding of SEO, it is equally important to see how SEO will affect your machine shop. Here are 3 key reasons SEO will be important to your machining business.

  1. Getting Buyers To You.

Whether you have or have not embraced technology, your customers have, and that is what matters most. If you have embraced technology I want you to think about this. You and your significant other are on a trip to the Florida Keys, after exploring for the day you are both famished and looking for the best seafood option to cap off an amazing day. You pull out your iPhone and search “best seafood restaurants.” Google knows where you are located and immediately delivers results for you to select from. Being hungry you click the first option after noticing good reviews, obtain the address, and you are on your way.

You were just SEOed. That restaurant was not at the top by accident, a professional got them to that position. You were SEO - Research looking for a specific type of restaurant, and Google knew this based on what you were searching. The SEO specialist knew that searches for that particular phrase indicate a true buyer, and based off that knowledge he/she needed to get his/her client to be at the top for that word.

This is called inbound marketing. This means that you are only being marketed to the people that matter. As a comparison, lets look at placing an ad for your machine shop in the local paper. Say 50,000 people monthly are reading the paper, but only 2,000 look into the classifieds, and 5 people might care about machining, but those 5 are already in the machining industry, and 4 of those 5 are your relatives. However, SEO allows you to have everyone who sees your ad actually be interested in your ad. My research shows that per NTMA chapter area 110 searches for machine shops are being conducted.

Below is an example graph of the information that can be found on Google Keywords:

 

SEO - Keyword research - machining new mexico

  1. Make Your Shop The Authority.

Seeing the importance of ranking for a particular keyword or keyword phrase should be starting to become clearer. The second reason we at KriXis Consulting have selected is just as important as the first.

The word “authority” is more than likely throwing you off, but there are plenty of different versions of authority, ranging from the local police to the President of the United States. Looking at both examples, and all other examples you can think of regarding authority, a common trait is respect for what is asked for. Being the top spot of Google for a given search is website authority, as long as you are commanding for it, SEO triggers this.

Google has placed a particular website above the others due to Google’s belief in that website being exactly what a customer is looking for when searching for certain words. People making these searches trust Google as well, and believe that Google’s selection is the best option for them.

SEO is asking for the top spot on Google, and a professionally optimized website gives you this, leading to your machine shop becoming the authority.

  1. Look At The Numbers.

The above graph shows how many searches on average are done per NTMA chapter area per month. If your website is not at or near that top you are invisible to those perspective customers.

Below is a table, which shows a study by Google on how often your page is getting clicked according to where it appears on the rankings:

 

Search Engine Optimization - Google SERP

 

It is easy to see that being in the top three is essential, and being in the top ten is vital to being seen at all.

You may be saying to yourself, “how many of those searches are actual buyers,” and this is a legitimate concern for anyone contemplating hiring SEO services for their shop. I want you to think about this though. I have regularly built Mercedes AMGs on the local dealerships website, but I have never had intent to make the purchase. This may be a strange comparison, but think about the difference between the Mercedes AMG and a CNC machine shop. People always search cars for fun, but people are not searching machine shops. The only reason someone is searching for a machine shop is if the individual is a machinist looking for work or looking for machining services.

Having that cleared up look at the number of searches and multiply that by the percentage of your desired rank on Google. To make this easy lets say your machine shop is number 1 on the search results and 100 people searched that month, that is a total of 36 customers going to your website. To play it safe lets say 2/3 of those heading to your website are looking for work. This leaves you with 12 potential customers for that month. We can again play it safe and say 1/3 of those potentials become customers, giving you 4 new customers for that one month. All you need to do now is simple math to determine if: (average profit margin per customer) X 4 > (cost of SEO fees). This should be a no-brainer either way.

Summary

Our integrity at KriXis Consulting means everything to us. Saying that, it is only right to tell you that SEO is not an immediate fix; it is a process that takes time to achieve. However, when combined with other solutions, all of which included in our phase 1 package, this process is sped up and will show better results.

The purpose of this article was to show you how important SEO is in order to grow your business, especially in today’s technological era. If you are currently advertising in the newspaper and/or Yellow Pages I’m sure you have been seeing less and less of a return on your investment; this is due to people going digital to find what they are looking for.

Lastly, from my experience within machining I have realized that the business is heavily referral based, and you are probably saying to yourself that all of my business comes from referrals, and you may even be saying that you cannot handle anymore business. So let me end it with these two points:

  1. Those long-time referrals are selling their businesses and new ownership is coming into effect. These new owners are looking online for machine shops to work with; you are only lying to yourself about this and it will only hurt in the long run.
  1. How many hours a day are mills and laves sitting idle, they can always work; I don’t know a single owner who doesn’t want to run multiple shifts.

Thank you for taking the time to read this, and I look forward to sharing with you again next week, more of our work regarding SEO can be found by clicking here as well. Feel free to comment below, we would appreciate all comments and would be happy to clear up any questions.