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Google Mobile Update

Written by on April 23, 2015 in Marketing - Comments Off on Google Mobile Update

On Tuesday, April 21, 2015 Google is making a major update to its mobile search algorithm that will change the order in which websites are ranked when users search for something from their phone.

The algorithm will start favoring mobile-friendly websites (ones with large text, easy-to-click links, and that resize to fit whatever screen they’re viewed on) and ranking them higher in search. Websites that aren’t mobile-friendly will get demoted.

About 60% of online traffic now comes from mobile and Google wants users to have a good experience whenever they click on a mobile link.

The company announced its impending changes back in February, giving webmasters nearly two months and plenty of information to make the changes necessary to keep their sites from disappearing from mobile search results. But the update is still expected to cause a major ranking shake-up. It has even been nicknamed “Mobile-geddon” because of how “apocalyptic” it could be for millions of websites.

Businesses that depend on people finding them through localized search — like, if someone typed “coffee shops in Sunnyside, Queens,” into Google on their phone — could see a decrease in foot traffic as a result of this update.

For a FREE website analysis request please fill out contact form click here

 

Advantages Of PPC Vs SEO

Written by on July 25, 2011 in Marketing - Comments Off on Advantages Of PPC Vs SEO

Advantages Of PPC Vs SEO

Minimal Impact – Most sites won’t need to make design or layout changes in order to use PPC. SEO often requires site design changes, and these changes can be significant.

Instant – Traffic can start flowing in a matter of minutes once a campaign has been launched. With SEO, traffic can take some time to build, and there is no guarantee it will arrive at all.

Pay On Performance– You only pay when you receive traffic. If you do not receive traffic, you owe nothing. SEO requires a large upfront investment with no guarantees of campaign performance. Traffic and visibility isn’t directly controlled by the SEO.

Precise Keyword Targeting – You chose the keyword terms under which you appear. This allows you to run tightly focused campaigns. With SEO, pages can appear under a wide range of keyword terms, and sometimes these terms are unrelated to your campaign. This can make campaigns difficult to measure.

Precise Tracking And Adjustment – You get instant, precise figures, and you can adjust your campaigns in real time. SEO campaigns can be adjusted, but it is time consuming, and the results of which might not be seen for months.

Landing Page Control – You decide which page search visitors see. With SEO, visitors can arrive on any page the search engine has in its index.

Region Control – You control the regions and countries in which people see the ads. With SEO, you have no control over regions or countries.

Buy Position – want to rank #1? You can pretty much buy it with PPC. SEO is hit and miss affair when it comes to ranking, and ranking for highly competitive keywords can be virtually impossible for new sites.

Control Your Budget – You can specify how much you want to pay for any given period, and you can stop and re-start campaigns when it suits you. SEO is largely an upfront cost, and the campaign can’t easliy be switched off.

Time Control – You can control when your ads are seen. SEO has no such control.

Advantages Of SEO

Given the features and flexibility of PPC, why would people use SEO?

SEO has zero cost per click. Of course, this doesn’t mean SEO is free. SEO is long term, time intensive, and time costs money. It can also involve third party costs, such as link buying. However, the on-going cost of a well executed SEO campaign can come in well under that of PPC, especially if good rankings are managed and maintained.

The most powerful online marketing strategies blend PPC and SEO, taking advantage of both systems. An SEO strategy, built up over time, should reduce the cost-per-click price of a combined strategy. If a site ranks well for expensive terms, then you may be able to switch PPC bidding away from these terms and use the funds on covering other terms.

Auto Repair Shop Online Marketing & Advertising

Written by on July 21, 2011 in Marketing - Comments Off on Auto Repair Shop Online Marketing & Advertising

Search engine marketing

Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion. Search engine optimization (SEO) “optimizes” website pages to achieve a higher ranking in search results by selecting specific keywords associated with the website. SEM uses various means of marketing a website to increase its relevance in search engine results.

Distinguished from SEO

SEM should not be confused with SEO. SEM uses ad words;which comprises pay per call (particularly beneficial for local providers as it enables potential consumers to get in touch directly to a company with one click), article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM is a constant and tedious task. It frequently needs to be updated and monitored continually. Another part of SEM is Social Media Marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.

Some of the latest theoretical advances include Search Engine Marketing Management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means of achieving top in search engines, and PayPerClick SEO. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.

Major SEM Tools

There are four categories of tools to help you optimize Web sites.

1. Keyword research and analysis: (a) Make sure the site can be indexed in the search engines; (b) find the most relevant and popular key terms and phrases for the site and its products; and (c) use those key phrases on the site in a way that will generate and convert traffic.

2. Web site saturation and popularity: show how much presence a Web site has on search engines through the number of pages of the site that are indexed on each search engine (saturation) and how many times the site is linked to by other sites (popularity). Generally, the more Web presence you have, the easier it is for people to find your site. It requires your pages containing those keywords people are looking for and ensure that they rank high enough in search engine rankings. Most search engines include some form of link popularity in their ranking algorithms. The followings are major tools measuring various aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Marketleap’s Link Popularity and Search Engine Saturation.

3. Back end tools (including Web analytic tools and HTML validators): Web analytic tools can help you to understand what is happening to your website and measure your Web site’s success. They range from simple traffic counters to tools that work with log files and to more sophisticated tools that are based on page tagging (putting JavaScript or an image on a page to track actions). These tools can deliver conversion-related information. There are three major tools used by EBSCO: (a) log file analyzing tool: WebTrends by NetiQ; (b) tag-based analytic programs WebSideStory’s Hitbox; (c) transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of Web sites, highlighting potential problems and many usability issues ensure your website meets W3C code standards. Try to use more than one HTML validator or spider simulator because each tests, highlights, and reports on slightly different aspects of your Web site.

4. Who Is tools: show you who owns and operates various Web sites, can provide valuable information relating to copyright and trademark issues. Useful tools include Who Is Source, ARIN. Read a competitor’s source code to look for hidden clues, Use Web analytics tools to find out more about your customers, Use the source code and Who Is tools to research legal issues.

SEM plan

Through trial and error you will be able to see how SEM drives highly targeted visitors to your online exhibitions. The following are the steps to a successful SEM plan:

Research your target audience.
Set your online goals and key performance indicators.
Build an initial list of important keywords that represent your current and most relevant content and potential content.
Validate your keywords by testing and refining them with your keyword selector tools such as Yahoo Keyword Selector, Google Keyword Selector, Google Trends and

Keyword Discovery.
Check your current ranking.
Optimise the website by improving your web design, architecture and web page content.
Pursue link-building and partnerships.
Colonize the Web by publishing and circulating it in wiki, blogs, and video and picture sites(e.g. Flickr and Youtube).
Get in the news such as Google News with RSS feeds.
Install good tracking software, and track and analyze your performance for better results.

Examples of Best Practice

A successful SEM project was undertaken by one of London’s top SEM companies involving AdWords. AdWords is recognised as a web-based advertising utensil since it adopts keywords which can deliver adverts explicitly to web users looking for information in respect to a certain product or service. This project is highly practical for advertisers as the project hinges on cost-per-click (CPC) pricing, thus the payment of the service only applies if their advert has been clicked on. SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services. This promotion has helped their business elaborate, offering added value to consumers who endeavor to employ AdWords for promoting their products and services. One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested. Moreover, SEM companies have described AdWords as a fine practical tool for increasing a consumer’s investment earnings on Internet advertising. The use of free utensils “Conversion tracking” and “Google Analytics” was deemed to be practical for presenting to clients the performance of their canvass from click to conversion. AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass. The assistance of AdWord canvass could contribute to the huge success in the growth of web traffic for a number of its consumer’s website, by as much as 250% in only nine months.

Another example of a successful SEM plan is the approach to capture the relationships amongst information searchers, businesses, and search engines. Search engines were not important to some industries in the past but over the past years, the use of search engines for accessing information has become vital to increase business opportunities. The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view their products but it could also pose various challenges. These challenges could be the competition that companies face amongst their industry and other sources of information that could draw the attention of online consumers. To assist the combat of challenges, the main objective for businesses applying SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility. Therefore search engines are adjusting and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against search engine misuse and spamming, and to supply the most relevant information to searchers. This could enhance the relationship amongst information searchers, businesses, and search engines by understanding the strategies of marketing to attract business.

Marketing Plan #5

Written by on June 23, 2011 in Marketing - Comments Off on Marketing Plan #5

Your competitors are attracting customers through other sites too.

If you had to pick a single place to promote your business’s website online, the search engines are it. But, you don’t have to pick a single place (in fact, you shouldn’t!). There are a host of other sites that are also extremely valuable to your business. Many of these sites you’ve heard of – from yellowpages.com or superpages.com to Citysearch, Yelp, and others. Just remember, if you don’t make sure that consumers searching on those sites find you, they will find your competitors.

We investigate with internet Yellow Pages or directory sites are most relevant for your business and consider advertising on them. In many cases these sites also offer free profile claiming similar to map listings on search engines.

Marketing Plan #4

Written by on June 23, 2011 in Marketing - Comments Off on Marketing Plan #4

Your competitors get links from other reputable sites.

Content, keywords, and coding aren’t the only pieces of the organic puzzle. Those search engine bots we talked about in Reason #3 also try to assess a site’s usefulness, authority, and level of trust. After all, there may be a lot of websites covering repair shops in Los Angeles, CA, but which one should be ranked first, second, third? Basically, search engines try to determine rank by the number and trustworthiness of other sites that point to your site with a link. Think of it this way: would you trust someone more who come to sell you something if they had 100 recommendations versus no recommendations at all? Of course you’d be more apt to trust the person with recommendations. Furthermore, what if one of those recommendations was The Los Angeles Times? The same idea hold true for search engine bots and websites: the greater the number, and the stronger the recommendations (a.k.a. links) the better.

 

So what does this mean? In order to get ahead in the crowded online space, it is important that a website align with other trusted sites. This strategy, if done correctly, should be ongoing and will take time and energy – but the payoff comes with consistently higher placement and more qualified leads to your site.

We invest time into researching reputable sites that are aligned to your specific business. Then create a strategy that will enable you to ask for links from these types of sites on an ongoing basis. Your strategy should be sustainable and include a significant amount of time allocated to research.

Marketing Plan #3

Written by on June 23, 2011 in Marketing - Comments Off on Marketing Plan #3

Your competitor’s website was designed with organic placement in mind.

“Organic” search results refer to those listings on a page that are not paid. Instead, they are organized by the search engines according to what they deem are most relevant to a particular search.

The question is how do search engines determine that one website is more relevant than the next (and therefore how do you improve your placement?) In an ideal world, the search engines would be able to employ an army of people to read and sift through websites to determine which ones are the most relevant for a particular search. However, with millions and millions of websites out there, and an infinite number of potential searches, using people really isn’t feasible.

Instead, the search engines use something called a “bot” to read through the backend coding of sites on the internet and determine what sites are most relevant. One of the main things these bots – which lack the nuance and smarts of people – look at is the content on a particular site. In case of a bot though, the “context” of your site is not just the visible text on your website, it’s also the content in the code of your site called “tags”. For example: all things being equal, a site that covers auto repair in Los Angeles, CA (and uses the words “auto”, “repair”, “los angeles”, “California”) has a greater probability of higher placement in searches that also use those words than a site that covers vehicle maintenance in Austin, TX (one caveat here is that technical problems and a bad site structure can confuse those bots and put a major cramp in your rankings regardless of the words you use).

So what’s the moral of the story? Basically, when you website is created, it’s important to not just think of how it reads and looks to humans, but also how it looks to those “bots”. If you don’t do this, you may have a great looking website, but unfortunately few people actually see it.

We build your website and make sure to research organic implications and best practices. If you choose a provider, make sure they understand the broad range of Search Engine Optimization practices necessary to build a site that will be found.

 

Marketing Plan #2

Written by on June 23, 2011 in Marketing - Comments Off on Marketing Plan #2

Your competitors have optimized their online map presence.

The “map” sections of search engines have become increasingly important as search engine companies realize how much local information consumers search for online. In turn, these companies have beefed up the size and prominence of these sections on the their sites. With that said, how does placement in these important sections work? Here are the basics:

In order to show up for map listings, businesses:

  1. Claim the map page and create relevant keyword content on the local listing. This helps search engines view a business’s local listings page as credible, and therefore more worthy of incorporating into that search engine’s “map” section.

Here’s where you can claim and edit your business’s local listings page for each of the three major search engines:

Google Places – www.google.com/places

Yahoo! Local Listings – www.listings.local.yahoo.com

Bing – www.bing.com/businessportal

  1. Ensure information is accurate and consistent across internet directories and internet Yellow Pages sites. This serves to further verify the existence of your business and provide correct information to people across the internet that are looking for your services.

We claim your map profiles on the major search engines and add content to your profile pages including keyword rich descriptions and photos. Once completed, we go ahead and do some research to determine where your contact information is currently listed online and if it’s accurate. One way to get started with this process is to perform a simple search of your company name on a search engine. From here we will ensure that each listing is accurate and that you are listed on all of the major website directories (like citysearch.com, yellowpages.com, superpages.com, cityslick.com, localbusinessusa.com, etc.)

 

Marketing Plan #1

Written by on June 23, 2011 in Marketing - Comments Off on Marketing Plan #1

Your competitors invest in paid search.

Paid search advertising is one of the quickest ways to get in front of potential customers. After you set up your campaign, select what keyword searches you want to show up for, and write your compelling ad copy. High placement on the search engine can be just a click away. In fact, for most searches relevant to your business, paid search listings wil be at the top of the page about all organic results. While paid search listings typically only get 25% of all clicks, studies suggest that people who do click on paid search ads are far more likely to buy (and buy soon) than people who click on organic listings.

If you aren’t showing up when a search is performed for the services your business provides, those pesky competitors who are showing up are winning that business. Additionally, with paid search advertising you have a ton of control as to what you tell potential customers about your business, when you show your ads, and where your ads are shown. These three aspects of paid search help you ensure that you are generating the most qualified traffic to your site – traffic with the potential to turn into real sales. Bottom line, if you’re not using paid search for your business, you could be missing out on a BIG opportunity.

Consider investing the time, money, and resources in the creation of a strong paid search campaign. Through investing in paid search you will be able to showcase yourself to the huge group of people looking for your services in your area. To get started you can work directly with search engines like Google.com or have Repair Shop Sites set up and manage your campaign directly for you.

Auto Repair Marketing Plan

Written by on June 23, 2011 in Marketing - Comments Off on Auto Repair Marketing Plan

THE TOP REASONS your competitors attract more customers online and how we can change it

Getting  Started:

The anatomy of the Search Engine Results Page

When a person searches for “auto repair service” on a search engine like Google, Yahoo!, or Bing there are typically three sections on the page that show up: (1) “Ads” (also known as “paid search” or “sponsored listings”), (2) the “free” listings in the center of the page (called “organic” or “natural” listings), and (3) the map listings.

It’s estimated that in any given month there are over 3 billion online searches which are local in nature – consumers looking for relevant services in specific locations. Given this enormous number, it’s no mystery why search engines, and by extension the three main sections of the page (ads, organic, and maps), hold the key to a strong online presence and ultimately more new customers.

 

 

Top 5 Reasons your competitors attract more customers online…

Written by on June 6, 2011 in Marketing - Comments Off on Top 5 Reasons your competitors attract more customers online…

Did you know that 82% of consumers go online to find local businesses?
But will they find your business, or your competitors?

THE PROBLEM:
Competitors Are Taking Your Potential Customer
Have you ever performed an online search for the product or service your business provides? Sure you have, and so do consumers. In fact, the vast majority of consumers (over 80% actually) go online to search for local products and services like the ones you offer – and that’s a lot! So, Knowing the opportunities that being found online will bring must make it really disappointing when, instead of seeing your own business there at the top of search sites, you find that pesky competitor from down the road. Guess who your potential customers are finding when they perform a similar search? Here’s a hint: not you.

But alas, all is not lost. It’s not too late to change things for your business – and that’s what this guide is all about: understanding why you’re currently losing online and how you can turn things around.

REASON #1
Your competitors invest in paid search.
REASON #2
Your competitors have optimized their online map presence.
REASON #3
Your competitor’s website was designed with organic placement in mind.
REASON #4
Your competitors get links from other reputable sites.
REASON #5
Your competitors are attracting customers through other sites too.

THE GOOD NEWS:
Changes can be done to change and solve these reasons but growing your business online is critical! Local online marketing has many components that can be used to grow your business. To be successful it is important to dedicate the time, energy, and resources into a sustainable strategy and then measure the return on your investment. We give you an action plan for your own online marketing program. It will take time and dedication.

Mission

To deliver excellent sales, service, support and increase car count, boost profitibility, and deepen customer loyalty for automotive businesses.

Contact Us

For business consultation and marketing solutions email us at info@repairshopsites.com