Velocitize your web marketing

Author Archives: Stoney G deGeyter

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Website Design Is a Slave to the Message

 

website messaging comes first

Not long ago I had one of those “ah-ha” moments. We were quoting a web development project, which included a lot of content needing to be written or updated. Typically,  we would go through the process of designing and coding the website while the content is being developed. Once completed, we would then port the finished content into the design templates.

But my developer got me thinking that maybe this was the wrong approach!

Continue Reading

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Keyword Research (Still) Isn’t Dead

keyword research isn't dead

Since Google released the Hummingbird algorithm several years ago, there have been no shortage of proclamations stating that keyword research is dead. It’s not, but Hummingbird has changed the way (most) SEOs do keyword research. (I added in “most” because I think they were doing it wrong to begin with. Topical optimization may be a new concept to many web marketers, but we’ve been doing it for over a decade!)

topical optimization quoteTopical optimization doesn’t do away with the need for keyword research; it confirms its importance. But instead of finding what keywords to shove into a site’s content, today’s keyword research is more about organizing the keywords into meaningful topical groups with a specific focus on searcher intent.

From that, you create meaningful, authoritative, topically relevant content.

Continue Reading

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

The Most Effective Content Optimization Short Cut That Packs a Punch

content optimization tips

A lot of on-page optimization is focused on keywords. When we talk about optimizing pages we are generally talking about merging keyword topics with content to produce a page that is designed to meet the searcher’s needs. But there is more to optimizing content than just adding in keywords. The web marketer should also be concerned about the messaging of the page, and how to get the visitor from where they are now to where you want them to be.

When done right, this process is very time consuming, especially on sites with hundreds of pages. Unless you have deep pockets to invest a lot of man-hours, optimizing all pages of a large site can take months, if not years.

Instead of performing a complete optimization, one page at a time, there is a short cut that you can take that packs a pretty strong punch. The benefit is more immediate results impacting a bigger portion of your site more quickly. It’s not a replacement for detailed on-page optimization, but it’s a way to get things moving in the right direction.

Continue Reading

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Web Marketing Agency vs In-House: Weighing the True Value of Time

In-house marketing vs agency -Weighing time

They say that time is money. As cliché as it is, it really is true, especially when it comes to digital marketing. To get anywhere in digital marketing, your company has to invest a good chunk of time. And, yes, that time costs money. If you hire someone in-house, you have that person’s salary, benefits, paid time off, etc. And if you hire an agency, you are almost always paying based on the amount of time that agency is putting in, whether it is calculated in hours or x amount for a certain number of months.

In either case, the time invested in your web marketing is limited by your marketing budget. So conventional wisdom would say to choose the option that gives you the most amount of time for your budget. In that case, it’s better to hire in-house because, generally speaking, the agency “team” only give you about 1/3 of the hours of a single full-time employee for the same cost you can generally hire a full-time person for.

Unfortunately, though, deciding whether to go with an in-house marketer or an agency isn’t as simple as figuring out how many hours you will get for that budget. There are many other variables at play.

Continue Reading

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Does Your Digital Marketing Team Take Directions?

digital marketer take direction (1)

It’s not uncommon for a web marketing strategy to shift from its initial goals and deliverables once the campaign gets under way. In my experience, it’s not out of the ordinary for a client to decide they want to focus on something other than what the web marketing team set out to do. While any such change in direction certainly comes with risks, there can also be rewards.

Continue Reading

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Announcing SEOBrain, an Artificial Intelligence Web Marketing Solution

Artificial Intelligence

Most of you probably know by now that Google is migrating to a largely artificial intelligence (AI) algorithm known as RankBrain. Last October, it was announced that RankBrain is the third most important ranking signal used to determine search rankings.

Since that announcement, Pole Position Marketing has been hard at work developing our own AI to give us a unique advantage with Google’s AI, operating under the code name, Project SEOBrain. Today, the PitCrew is pleased to make Project SEOBrain public and unveil Pole Position Marketing’s own internal artificial intelligence system.

Continue Reading

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Is There a Difference Between Mobile and Desktop Optimization?

Difference between mobile optimized website and desktop

One question I often get asked is if there is a difference between optimizing a site for desktop versus mobile devices. The answer is yes, but not by much.

As long as mobile algorithms use desktop content for ranking purposes, keyword optimization for mobile will be no different from optimization for desktop. Essentially, as the algorithms work now, you can have completely different content for mobile devices and it won’t matter. Google uses desktop content and runs that through their mobile algorithm.

Continue Reading

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Questions Your Web Digital Marketing Agency Should Have Asked

digital marketing client questionnaire

As strange as it may sound, not every web marketer is focused on their client’s needs. Quite often, they focus on web marketing “results” alone. In doing so, they forsake the core messaging that makes the web marketing campaign more than a superficial success.

In order to align the digital marketing with a company’s core principles and strengths, it’s important for them to get some deeper client knowledge before going full-steam into the campaign.

The questions below are the ones we ask our clients to ensure that we move in the right direction with keywords, content and–most important–site messaging. It ensures that we develop the highest quality content that is a match for visitor intent and expectations.

Continue Reading

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+