Duplicate Manufacturer Product Descriptions: Google’s Take
For manufacturing websites with a plethora of products, it may seem daunting to write separate descriptions for each and every product type, size, material, etc.
However, with Google’s private nature regarding penalties for duplicate content, many businesses with huge inventories were not sure if unique descriptions were necessary. After all, Google has mentioned in the past that they penalize users for duplicate content.
So, what’s the answer?
Luckily, John Mueller, Senior Webmaster Trends Analyst at Google, gave some insight into Google’s algorithm that judges duplicate content in a recent SEO Office Hours chat. Let’s get into his comments and what it means for your manufacturing site.
Duplicate Content Does Not Apply to Individual Products
Mueller’s comments detailed that there in fact is no algorithmic penalty doled out for duplicate content under these circumstances. Here are Mueller’s full comments:
“So there are two aspects here when it comes to duplicate content.
“First of all, you don’t get a penalty for duplicate content.
Posted in: General, Manufacturing Marketing, News, Search Engine Optimization by Colton Mosley on October 12, 2021
UX vs UI Design — What’s the Difference?
Have you heard the terms UX and UI being thrown around when researching your products or your website? Many times, the lines are blurred and those terms get used interchangeably, but there really are some big differences between the two.
Although UX and UI design work closely together in creating a successful product, they are very different pieces to the process.
Let’s break it down ...
What is UX?
UX stands for user experience. This is the overall experience a user has with a given product or environment. Having a well-designed product as opposed to a poorly designed product can mean the difference between a wonderful experience and pure frustration.
Cognitive scientist Don Norman is credited with describing “user experience” as something that, “encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
So, UX design doesn't just mean apps and websites. UX can be used to improve the experience of an app on your ...
Posted in: General, Web Development by Adam Zellmer on September 29, 2021
Apple’s Mail Privacy Protection is Coming: How to Prepare
In early June, Apple announced a variety of privacy protections that will be available for iOS 15 updates this fall. Among those protections is the Mail Privacy Protection (MPP) function that is causing email marketers to worry.
Mail Privacy Protection is an opt-in feature of iOS 15 that allows users to hide their IP address and privately load the content of any email they receive through the Apple Mail app.
Doesn’t seem so bad, does it? A little privacy never hurt an email marketer, right?
Wrong, unfortunately. Email senders capture open data through an “open pixel” that is within the content of the email. If a user opens this content privately, marketers will be unable to determine when, or even if, it happened. Every email you send to Apple Mail will appear as “opened,” and location and open time will not be available.
But think about it, a 100% open rate! An email marketer’s wildest dream! Your ...
Posted in: Email Marketing, General, News by Colton Mosley on September 16, 2021
Is a Business Directory Right for You? Know and Track Your Options
Put your focus on search engine optimization? Pay to list your business in a large well-known directory? Target new leads through pay-per-click or email marketing campaigns?
You need your business to be noticed, but what direction do you turn? And at what price, for what return on your investment?
If only there were easy answers to all of those questions.
The truth is, the answers to each are as unique as your company. While simply paying for a listing might pay off well for one company, another might generate almost no leads from a registry and find nearly all of its success from Google searches and ad campaigns. And for many companies, the answer is a combination of “all of the above.”
This blog will hopefully help you understand your options and how to determine the best route for you.
What is ThomasNet and is it right for you?
If your business-to-business company has been around 20 years or more, ...
Posted in: General, Manufacturing Marketing, Search Engine Optimization by Eric Schmoldt on August 17, 2021
Keys To Building A Trusting, Successful PPC Campaign
Nobody likes a clog.
For nearly four decades, one of Foremost Media’s clients (they asked to remain anonymous) has prided themselves on formulating and providing 100% natural biological products that keep things like septic tanks and wastewater treatment products running clear and smooth.
When it comes to pay-per-click (PPC) marketing, however, the company spent years running amok and needed to be unclogged.
Through the first five months of 2021, their PPC campaigns are running smoothly, including a 55% jump in return on their advertising spend (ROAS) and an increase in overall revenue despite a 37.5% drop in money spent on PPC.
Building Trust in PPC Campaigns
From carefully selecting quality keywords and crafting solid campaigns to managing a budget and tracking results and progress in order to optimize the process, a lot goes into a PPC campaign.
When you are a business owner, putting all that in the hands of someone else requires a great deal of trust. And in ...
Posted in: General, Online Advertising by Eric Schmoldt on July 12, 2021
The Complete Marketing Glossary for Manufacturing Companies
Much like the manufacturing industry, the digital marketing world contains a lot of industry jargon that can be confusing to those unfamiliar with it. So to help, we’ve compiled a digital marketing glossary with some of the most valuable industry terms to help with your understanding of how all of this works.
Keep this link handy or better yet bookmark this page to give you easy access whenever you need it. You can thank us later.
Digital Marketing Terms
A/B testing, also known as split testing, allows you to compare two versions of a web page, email, advertisement, or any other marketing asset and measure the change in performance. The goal here is to figure out what works (and what doesn’t) in terms of optimizing your assets. To do this effectively you need to isolate the variable you are testing and run the test until you see a statistical relevance. You can then implement the best ...
Posted in: General, Manufacturing Marketing by Seth Clayton on June 29, 2020
Best Videos for Your Company's Online Marketing
Adding different types of videos to your Online Marketing arsenal is a great way to convert sales and inform your audience about things that may otherwise take time out of your busy schedule. Here are a few of my favorite video types to add to your website, social media or other digital marketing platforms.
#1. MOVIE OR CINEMATIC TRAILER VIDEO
Consider a more graphic and cinematic video previewing your business and what you do. Get people excited about working with you. This approach is best for marketing to your existing clients rather than trying to explain your services to a new audience. These would work great for social media posts or even a background landing page on your website. Think of it as a movie trailer for your company. Check out our Home Page Video.
#2. FAQ or TUTORIAL VIDEO
I bet you get a lot of the same questions over and over again. Sometimes your website may ...
Posted in: General, Online Advertising by Adam Zellmer on May 12, 2020
Free Zoom Backgrounds For Your Next Meeting
Virtual meetings are the new normal. And while there isn't anything fun about the reason for this, it doesn’t mean we can’t have a little fun while we are all adapting to the standardization of virtual meetings.
To help, our design team had a good time coming up with Zoom backgrounds you can download and use for free.
Choose your virtual living conditions
Want to look like you’re in Don Draper’s office? What marketing company wouldn't love that? Download this Mad Men style Zoom background.
Is your office extravagant and you are afraid your coworkers and customers will be jealous? No problem! Download this basement dungeon office, and you can guarantee that no one will be jealous. Full disclosure, this is someone’s home office at Foremost. Feel free to tweet us to guess who it is.
Are you not sure how a meeting will go and want a quick out? Download the same basement background with preinstalled tiling. That way, you ...
Posted in: General by Evan Facinger on April 16, 2020
Remarketing with Google Ads
Remarketing is a term that you may have heard marketers throw around a lot lately. It is a very powerful asset to have in your advertising playbook, as it helps you reach people who have visited your website, interacted with your in-store business or talked to you at a trade show. These are just a few examples of ways that users can interact with your business. These are the users that you should try to target because they are familiar with your business and have already expressed interest in you. Remarketing allows your targeted users to see your ads while surfing the internet (Google Display Network) or searching on Google (Google Search Network).
Remarketing can be confusing because there are many types of remarketing options. This guide will help walk you through some of the remarketing options you can use with Google Ads:
Standard display remarketing
Dynamic display remarketing
Remarketing Lists for Search Ads (RLSAs)
Standard Display ...
Posted in: General, Online Advertising by John Anderson on October 24, 2019
The Importance of Local SEO & How to Grow a Social Media Following
Having an online presence for your business is extremely important. A study conducted by Market Force found that 81% of consumer’s purchasing decisions are influenced by social media posts. Being active on social media will keep your current followers engaged and will grab the attention of potential followers. Taking advantage of Google My Business, using social media tools, and posting relevant content will increase your followers and help to grow your business.
Google My Business
Google My Business (GMB) is a free service through Google that allows business owners to keep updated information on their business. It is essentially the Yellow Pages of Google. When a business is searched on Google, this is all of the information that shows up about the business. It displays the business name, hours, location, reviews, and photos. GMB is a good place for business owners to start optimizing their local SEO. It is important to fill out all of the ...
Posted in: General, Local SEO, Online Advertising, Search Engine Optimization, Social Media by Abby Hughes on October 22, 2019
Website Redesigns For Manufacturers
If you are considering a website redesign, it may feel overwhelming at first. However, some careful planning will ensure that your new and improved site provides optimum user experience and increased sales or lead generation.
Set the Bar
Before you begin your redesign, make sure to get a good idea of how your metrics are performing. Using a tool like Google analytics, analyze historical data like the number of visits to the website, amount of time spent on the website, form submissions and goal conversions, bounce rate, keyword rankings, and domain authority. If you do not have anything setup to measure metrics, make sure to do so immediately. Measuring the performance of your website, especially when transitioning to a new website, is crucial to your marketing efforts.
Define Your Audience and Goals
It is important to determine what your goals are as a manufacturing company and how your website will help to accomplish these goals. Perhaps you want ...
Posted in: General, Web Development by Seth Clayton on October 7, 2019
Website Request For Proposal Process
Get through the hassles and headaches of finding a web developer by having a well thought-out Request For Proposal or RFP. If you haven’t been through the process before, this article should get your wheels spinning on how to begin.
“We need a new website!”
So, the boss just asked you to head up the project for a new website. Super! Depending on your business’ market, it’s going to be time consuming. Hiring the best web design and development company isn’t as easy as searching Google for “best website designer”. It’s important to understand who you are investing time and money with. A web design company worth their salt will know how to respond to a Request For Proposal (RFP).
Start With The RFP Process
Starting out a new web development project using the RFP process sets the ball rolling for success. An RFP helps your organization evaluate your actual needs, timeline and budget you have to allocate. ...
Posted in: General, Web Development by Noah Lamson on July 1, 2019
Best Practices for Manufacturing Websites
Your company’s website acts as an online storefront. It’s your chance to make a great first impression with potential new customers. Having a great website can be the difference between a growing business and spinning your wheels. Our recent post, Five Pillars of an Effective Digital Marketing Campaign for Manufacturers, introduced you to the five most important elements of growing a manufacturing business online. The first, and probably most important, is a mobile-friendly, responsive website.
Today’s buying process is complex, even in the B2B marketplace. Buyers, product developers, engineers, and even marketing staff may have input in the buying process. Designing a manufacturing website that informs and appeals to a range of backgrounds is imperative in 2019 and beyond. Prospective customers are looking for a website that performs well, is easy to navigate, and is loaded with helpful information presented in an easy to digest manner.
Your Website Beyond Web Design
Website performance is vital to getting a ...
Posted in: General, Online Advertising, Search Engine Optimization, Web Development by Jon Ballard on May 7, 2019
Using UTM Parameters to Capture Lead Source
UTM parameters are tags you add to a URL. Marketers use them to be able to track traffic from a wide range of sources such as Facebook, LinkedIn, Twitter, email, display ads, paid ads and more. These specific UTM tags are sent back to Google Analytics and can track stats such as users, sessions, time on site, number of pages, bounce rate, conversions/goals from those campaigns. These metrics help see the effectiveness of the campaigns and which campaigns are driving the most conversions and assisting in the most conversions.
The five UTM parameters that Google Analytics can register are:
Utm_source (google, facebook, linkedin, youtube, pinterest, etc)
Utm_medium (post, pin, cpc etc)
Utm_campaign (name of campaign or specific promotion)
Utm_term (used for text ads to tell you which keyword)
Utm_content (used to differentiate ads)
You might already be using UTM parameters to track your marketing campaigns in Google Analytics, but are you capturing that information when a lead comes into your database ...
Posted in: Conversion Rate Optimization, General, Online Advertising, Search Engine Optimization, Social Media by John Anderson on April 19, 2019
6 Online Marketing Articles You Should Read Heading Into 2019
As 2018 comes to a close and you're ramping up your marketing plans for 2019 we wanted to share our top 6 marketing article picks with you of things that should be on your radar for 2019:
14 ranking signals you need to optimize for in 2019
If you're looking to step up your search rankings for 2019 make sure you're looking at these items.
Facebook B2B Advertising Comes of Age
Thanks to its retargeting and similar audiences features, Facebook has become a powerful tool for B2B advertisers seeking new customers who are similar to their existing customer base.
9 Analytics Insights to Help Grow Your Business
Analytics data can go far beyond the number of visits and time on site. Did you know you can tap into your analytics data to find insights into your customers, your marketing, and your business that you can use to grow?
5 Social Media Marketing Trends That Will Dominate 2019
One thing that is constant ...
Posted in: General, Search Engine Optimization by Jon Ballard on December 31, 2018
WHAT ARE UTM PARAMETERS? WHY ARE THEY IMPORTANT? AND HOW DO YOU IMPLEMENT THEM?
Have you ever run a campaign and wondered how effective it was at driving traffic to your website? You did append UTM tags to the links in the campaign, didn’t you? If not, Google Analytics reports will not contain the data you need to measure campaign performance.
That’s why UTM codes (also known as UTM tags or UTM parameters) are so important.
UTM Parameters: What Are They?
UTM parameters are attributes you append to hyperlinks (destination URLs) for marketing campaigns sending traffic to your website. When the link is clicked and the visitor arrives on your site, tags are sent back to your Google Analytics Account and appear in your Analytics metrics.
Here is a sample link we could use when this blog is shared in an email blast; the UTM parameters are appended to the URL): https://www.foremostmedia.com/?utm_source=act-on&utm_medium=email&utm_campaign=october2018newsletter&utm_content=linkclick
Why Use Them?
Failure to append UTM tags to hyperlinks will do more than simply hinder your ability to do effective ...
Posted in: Conversion Rate Optimization, General, Inbound Marketing, Online Advertising, Search Engine Optimization, Social Media by John Anderson on December 3, 2018
Google Just Revolutionized GMB Posts
In an announcement from its blog on October 24th, Google announced that users can now follow businesses in the Maps app. This will allow followers to see a businesses’ latest news including events, deals, and more. This information will be readily available for users in the “For you” tab. It is unclear when this feature will be available on iOS, but it’s safe to assume it should be active soon.
This is big news for existing businesses as there is now an opportunity to share information with your customers directly without using social media. Users who follow neighborhoods will also receive personalized recommendations based on their preferences. for mobile-first indexing. Though being indexed mobile-first has no ranking advantage, Google strongly encouraged webmasters to make their content mobile-friendly.
Image Courtesy of Google
"Places that are opening soon can create a free Business Profile that will appear to people up to 3 months in advance of opening—letting trendsetters know ...
Posted in: General by Tyler Reynolds on November 6, 2018
Google Reviews - The Best Defense is A Good Offense
No matter how hard you try, sooner or later your business will face a negative online review. Former employees, competitors, or unreasonable customers all have instant access to leave unwarranted feedback about your business. It's time to get proactive about collecting positive online reviews in preparation for drowning out that occasional negative review.
So what is a business owner to do? Go on the offense and generate an avalanche of positive reviews. A good rule of thumb is that it takes about ten positive reviews to offset one negative review. I know this sounds like a lot of work for a B2B business that doesn't generate a lot of reviews organically. But if you follow the steps below, you should be able to get this done in an hour or less, and the return on investment is great!
1. Craft a letter to your personal contacts
Here is one that I used:
“Subject- Need Your Help or Big ...
Posted in: General, Local SEO, Reputation Management, Social Media by Jon Ballard on October 11, 2018
NOP Commerce Customization FAQ's
NOP Commerce is one of the most flexible and customizable aspdotnet shopping carts available. With so many built-in features, it handles most companies' e-commerce needs out of the box. But one of the real selling points for this code base is its ability to build out additional customized functionality. For this blog post, I thought we would start a list of customization questions that we receive from time to time along with our answers to customers. This blog post will be updated as new questions come in, so please check back.
Question - Can we configure a price list in NOP that’s different than standard pricing?
Out of the box, NOP Commerce has the ability to do different tiers of pricing. For example, you could set up a "Distributor A Price List" and then set discounts off standard rates by category or all the way down to the product level. Once this is set up you can then apply this ...
Posted in: General, Web Development by Jon Ballard on October 8, 2018
Design Email Campaigns That Get Results: 10 Tips and Tricks
Every day we are deluged by emails attempting to get our attention. Cutting through the clutter and getting to the heart of what your customers desire without alienating them in the process is as much art as it is science. Email personalization, robust list management, and a little common sense strategy can make the difference between killer open and click-through rates or ongoing frustration. After years of testing, here’s what we’ve learned:
1. Use a sender your target recognizes
If you want to grab attention, send emails from a name that the receiver recognizes. At Foremost Media, emails sent from key members of our leadership team get the best open rates, as almost all customers know the team and no one likes to risk ignoring a personal contact. No time for your CEO and top management to respond to emails? Using gender-neutral names like Pat or Sam in place of sales@ can help improve open rates. ...
Posted in: Conversion Rate Optimization, Email Marketing, General, Marketing Automation by Jon Ballard on June 16, 2018
Get the most out of your YouTube videos.
Big reasons why you should do Video SEO. Did you know that Google Search results are showing more and more videos on the first page? People are spending more and more time watching video.
There are many components to YouTube SEO. Some of these main components are the title, description and tags and a few more we talk about below.
Titles are very important as this is what the user sees. Titles need to be descriptive to catch the user’s attention and get them to click on your video. The title also needs to have the keywords that you are trying to get the video to be found for. So if someone is searching for “YouTube SEO” having those two keywords in your title will help you to get your video to be found for this.
The description character limit is 5000 characters. Now while only the first 100-150 characters will be ...
Posted in: General, Search Engine Optimization by John Anderson on June 1, 2018
Business Description returns to Google
Two years ago, Google decided to drop the ability for businesses to edit the business description field in its Google My Business listings. Well, you actually could edit it, but it was such a complicated series of steps that many business owners just didn’t bother.
Now it’s “Description From the Business”
This is a great addition to the SEO ranking portfolio that businesses can take advantage of – and if you aren’t taking advantage of your opportunities, the ranking-savvy staff at Foremost Media is standing by to help you out.
But back to the description – the new description block will show up on business listings when your business appears in a Google search. This is different than the Google block of editorial copy that shows up as a summary at the top of the knowledge panels and the map listing, so it’s a new opportunity.
And it’s important to note that by conservative estimates, Google has ...
Posted in: General, Search Engine Optimization by Stephen Cardwell on May 23, 2018
Best practice tips for answering online reviews
Your business or company digital footprint includes your website, social media platforms and – online reviews. At Foremost Media we can make sure your website is awesome; you’re hitting all your social media benchmarks, but we can’t control what other people write about you online.
We can, however, give you the best advice and advise you on the best practices for handling online reviews that may or may not put your business in the best light.
No one is perfect and no matter how hard you try, how long you agonize over the details and your customer service – you’re going to get a bad review on Google, Yelp or Bing or one of the other sites.
It’s our philosophy that you shouldn’t ignore them even though it's tempting. It's similar that person knocking on your door trying to sell you something and you just won’t answer and they’ll eventually go away. That doesn’t happen on the internet. ...
Posted in: General, Local SEO, Online Advertising, Reputation Management by Jon Ballard on April 30, 2018
Facebook B2B Advertising Comes of Age
Don’t listen to your kids: Facebook advertising isn’t just for moms in the 35- to 40-year-old age range. Thanks to its retargeting and similar audiences features, Facebook has become a powerful tool for B2B advertisers seeking new customers who are similar to their existing customer base. Today, you can effectively “follow” individuals that visit your website on Facebook and utilize all the information Facebook knows about those people—age, job, location, pages visited, etc.—to identify similar people on Facebook and then reach out to these potential new customers with targeted advertising. It’s a game changer.
How it works
Customers who are a good fit for your company and are interested in what you do visit your web page. These visitors then return to Facebook at some point, in the normal course of their day. Facebook knows a great deal about these individuals—analytics that include everything from age, marital status, location and job to ...
Posted in: General, Inbound Marketing, Online Advertising, Search Engine Optimization by Jon Ballard on March 22, 2018
Why your business needs Schema markup now
How often have you searched for something online—say a phone number, local business hours or the weather—and immediately found the answer within the search results, without ever having to click through to another web page? Probably pretty often. Today, it’s rare to have to go beyond a search to get the quick hits of information you need, as illustrated below:
Event Mark Up Example
In fact, the majority of users searching for information find all they need with a simple Google search. The major underlying reason for this: Schema markup. It may be the biggest thing of 2018, yet there are few websites are optimized to leverage it and even fewer understand it fully. Regardless, the detailed “rich” search results Schema markup supports are defining which brands get maximum exposure.
Schema Mark Up 101
Before we get into why Schema markup is likely to be the most critical SEO strategy of 2018, let’s briefly explore what Schema markup ...
Posted in: General, Local SEO, Search Engine Optimization by Jon Ballard on February 26, 2018