Tensile Website Siloing vs. Classical Website Siloing: An Experiment in SEO

If you’ve read our articles on SEO (search engine optimization) for any amount of time, you for sure know we are a big fan of siloing a site.

Our recent articles have outlined a classical siloing model which l works incredibly well and remains our defacto method.

But lately been experimenting with something we are calling Tensile Silo Structures.

The benefit of the new Tensile Silo:

  • it allows you to multi-purpose content that doesn’t have a clear place in a classic silo.
  • it lifts all the important keywords of the site more quickly in search results. More on that later.

If you already understand siloing and want to skip ahead to the tensile silo comparison experiment, click Tensile Silo.

What Is Siloing: A Quick Review

If you are newer to siloing a website and haven’t read the other articles, just remember that a silo is a grouping of content (aka pages) on a website into areas that make sense to the search engines so that they understand you have a great deal of content around a given topic.

Here is the classic Bruce Clay example, one of the founders of the silo method.

This leads to better rankings!

Unfortunately, a majority of web designers don’t understand SEO and just see it as an after-thought. The SEO implications for a site’s structure should be considered before any design work is done. We can’t tell you how many websites we get to SEO that need nearly gutted in order to be properly structured.

There are three ways to build a classic silo, which we’ll discuss below.

But recently, we’ve been experimenting with something new…

Tensile Siloing vs. Classical Siloing: An SEO Test Using New Approach to Web Structure and Web Architecture

Looking at a Classical Silo

Classical Siloing Tactics

There are three methods to build a classical silo structure:

01. Hard Silos

Use URLs only to indicate the silo structure.

For example, mysitename.com/keyword-i-want-to-rank-for
Then a blog article that has the URL mysitename.com/keyword-i-want-to-rank-for/blog-title-about-keyword.

The silo is created by the shared /keyword-i-want-to-rank-for/ structure.

This is called a HARD SILO STRUCTURE and while it can work, isn’t ideal.

02. Virtual Silos

In a virtual silo, the URL structure is thrown out as an SEO concern and all siloing is done with only with links. But strict link protocols are maintained to make sure any article is linked ONLY to a page or another article within this keyword silo.

So every page might be mysitename.com/page-name but the links on the page point to the key page above it in the silo.

3. Combination Silos

The typical classical silo that we use has both a URL and link structure that reinforces the silo structure. This the best of both worlds.

Classical Silo Organization Method

There are also a couple of different strategies based on keyword search volume used to build a classic silo.

Keyword research lets us determine search volume.

Obviously, we want to be going after rankings on the keywords that get the most searches as it relates to our products or services.

01. The Product Line or Service Type Gets Most Volume

Often the type or category of a product/ service gets more volume than the individual product/service name does. In this case we would build the classical silo as follows:

For example, if we owned an animal food business and realized organic dog food gets much more searches than poodle food, we’d want to structure the silo like this.

Tensile Silo versus Classic Silo

02. The Individual Product or Service Gets Most Volume

Sometimes the actual individual product gets more search volume. In that case, that is the area we want to most present to the search engines. So we’d build the Classic Silo as follows.

Tensile Structure Silo vs. Classic Silo Structure

For example, if poodle dog food got more searches or poodle dog food that is organic, we’d want to build the silo as follows.

Switching it Up With a Tensile Silo Structure

What drove this experiment was a website for a large international corporation in which we were asked to Pre-SEO strategize, design, develop, and provide ongoing SEO for the site.

The challenge arose in that information on the site needed to be grouped in a way that classical silos made extremely difficult.

The company has a large Press Room section and gets numerous magazine features of their products which reporters and industry leaders access. Yet these Press Releases talked about product lines and product names which could greatly aid the rankings on those terms.

Most of the time, the press release or magazine features talk about multiple product lines or product names.

Those pieces didn’t fit neatly into Classic Silo structure, because we would have needed to assign each piece of content to one, and only one, silo.

So we decided, with their permission, of course, to do an experiment.

We developed a strategy and coined a name: Tensile siloing.

Why the name?

Tensile means ten·sile

/ˈtensəl,ˈtenˌsīl/
adjective
1.relating to tension.
2.capable of being drawn out or stretched.

A tensile structure is one that is supported by the tension of cables or other materials.

Think of a suspension bridge with lots of cables that are stretched. If the bridge needs to be enlarged, more cables are added.

Tensile Structure Suspension Bridge

Or here is a picture of the first-ever tensile structure built in Russia from 1895.

Tensile Structure

See how all the cables support the structure?

In a website, think of each internal link as one of the cables on the tensile structure,

Each link carries the tensile weight of that new piece of content and directs its SEO value where it needs to go.

In a Tensile silo structure, a piece of content’s SEO value can be directed to more than one place. The “more-than-one-place” concept” is a big no-no in the Classical Silo. You only want to attach the SEO cable up one level in Classical silos.

A Tensile Silo Diagram

Tensile Silo SEO Diagram

 

With this structure, lots of site fluidity is allowed in regards to what role each piece of content plays.

Here is an example of the previous model done with Tensile Siloing.

Tensile Silo Example Diagram

As you can see, each piece of content is providing a tensile link to more than one point. An individual blog article might link to the product/service type page AND the product name page AND the blog category.

These product pages also link up to the product type page.

The blog category archive also points up to the product type page.

So how do the search engines know what the most important keyword is? And which page is given the priority in search ranking?

We know that search AI is getting smarter and smarter.

And based upon our experiment, we are hypothesizing Google will clearly ascribe search value by how much link weight is applied to each page.

You can clearly see in the example diagram which pages, and thus keyword terms, are receiving the most tensioned weight.

Organic Dog Food is heavily linked, thus the site will both rank for this term and this page will be the ranking page based on link weight.

As more poodle articles are written and placed, both poodle food and organic dog food will get more links and increase the tensile strength of each.

And this weight can be pointed and adjusted much more easily than in a Classical Silo.

How is the Tensile Structure different than the Classic Virtual Silo?

While you use links to build BOTH types, the simple answer is because of the number of places each piece of content can link to in a tensile silo.

In a Classical virtual silo, you really want each piece of content linking to only the element immediately above it.

In a Tensile silo, each piece of content can link to multiple places across the site (within, reason of course).

The Benefits of Tensile Siloing a Website

01. All Boats Rising

The benefit of this strategy is that this method of SEO siloing might be the best way to see the expression “a rising tide lifts all boats” come true.

Because there is a massive web of interlinking, one successful blog article appears to spread the SEO more generously throughout the site.

Our experiments are showing a broader rise in all the keywords/pages that the article points to verses in the Classical model, where the pages immediately above that article get the chief reward.

02. If Content is Difficult to Place in a Single Silo

It’s as if the whole site is rising with the tide in a more direct correlation than in Classical siloing.

In addition, if an entirely new product type is developed that brings some of the previous products into it, the whole site structure doesn’t have to be redone.

For example, If the mock-client we used invented something called Vegan Dog Food and wanted to have a poodle food, retriever food, and bulldog food version of it.)

This also reduces possible duplicate content. In a Classic Silo, the Vegan Dog Food line would then need its own Pood Food page, which if not careful, could too closely mimic the Organic Dog Food‘s poodle food page.

With the Tensile structure of web silos, this is irrelevant as the same Poodle food page serves both types.

The Results of Organizing Via the Tensile Structure

The site we restructured using the Tensile SEO method saw an average weekly traffic jump from around 3,000 unique visitors per week to 15,000 unique visitors per week. Traffic wise, that is definitely a success of 5x the amount of weekly unique visitors.

In addition, we are seeing the keywords we most need to rise climbing at the same rate or better as we would in a Classical Silo Structure. And more of the related keywords are rising at a rate 14% faster than in a Classical Silo.

In Conclusion

Note, we still employ the Classical Silo structure for the majority of our clients but will keep experimenting and let you know the results of the Tensile Siloing method from our SEO labs filled with mad scientists.

Stay Tuned and feel free to ask questions in the comments below.

Tensile Website Siloing vs. Classical Website Siloing: An Experiment in SEO is republished from: Moon and Owl

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The LUCID Process Launch Helps Marketing Decision Makers Audit and Improve Their Company’s Digital Marketing

Fort Worth, TX, October 26, 2018 – Moon & Owl Marketing is publically launching The LUCID Process, which aids company marketing decision makers in assessing the current state of their marketing messaging and how well that messaging is being amplified online.

The process is a full-spectrum messaging and digital audit. Participants work in tandem with the agency to examine the effectiveness of the marketing messaging their company is currently employing.

One key element is to determine if the message is benefit-centric or feature-centric. Key long-term customers are interviewed to ascertain the chief value and benefits they perceive the company offers. A GOST and SWOT analysis is performed on competitors’ marketing messaging. The LUCID Process participants end up with a clear, benefit-oriented marketing messaging plan for each target audience.
The LUCID Process then evaluates the digital marketing landscape. The process examines each potential search keyword in light of its use by the participant and their competitors. The process answers:

  • What are the best terms we should use in terms of buyer intent and search volume?
  • Which keywords are driving traffic for chief competitors?
  • Where are the content gaps that can be easily exploited to gain traffic?
  • What would a winning strategy entail?

The participant company’s site is fully audited for user experience, on-page and off-page SEO, and social media integration. The LUCID Process includes a report on comprehensive digital-changes needed and recommendations for improved the business’ marketing message.

“We think The LUCID Process is the most comprehensive the market for marketing decision makers to establish the you-are-here point on their current marketing status in the digital landscape,” says process developer Jordan Fowler of Moon & Owl.

Process participant Ezra Sizemore states, “It is not a process for the faint of heart. You get a true evaluation of your company in terms of messaging and digital marketing that is brutally honest, while also being provided clear direction on where you need to go as a company. It definitely was worth the expense in terms of ROI.”

Participants are guided through each phase of the process by a dedicated Moon & Owl LUCID Process guide.

Moon and Owl Marketing is a full-service marketing agency in Fort Worth, TX serving both local and international clients with digital and traditional marketing include web design, SEO and more.

Media Contact
Company Name: Moon and Owl Marketing
Contact Person: Jordan Fowler
Email: info@moonandowl.com
Phone: 817-889-1487
Address:2120 Ellis Avenue #4366
City: Fort Worth
State: TX 76164
Country: United States
Website: https://moonandowl.com

 

The article The LUCID Process Launch Helps Marketing Decision Makers Audit and Improve Their Company’s Digital Marketing is republished from: http://moonandowl.com/

How Do I Get 278% More Traffic to My Website? 5 DIY Ways + Case Study

How do I get more traffic to my website? How can you attract more visitors to your company’s website?

The 5 on-page changes we share here dramatically increased our B2B client’s traffic.

In fact, it raised traffic from on an average week from 2,625 visits per week to 9,924 visits per week and growing. Recent weeks saw 12,000 visits.

Increase Web Traffic With On Page Changes

 

That’s a 278% in real, average weekly traffic to the site.

The same tactics we used can be used on your website, regardless of your niche or business size.

increase in web visitors

It Was These Exact 5 Changes Driving This Traffic Increase

How Do We Know This?
We Had the Perfect Client Case Study

We recently had an international B2B client in the energy sector that presented the perfect case study for applying on-page search engine optimization (the five tactics shared here). We had the perfect experiment to see if these changes would increase their traffic.

This client already had us performing off-page SEO on their previous site while we built their new site. Thus, the only thing that changed was the on the on-page changes listed in this article (granted we vastly improved the appearance of the page). It is the only variant that changed recently. The off-site SEO efforts remained exactly as they had before the new version of the site launched.

You can harness this knowledge to increase your traffic, too!

Here is what we learned from the case study that made the biggest difference. These are all on-page efforts, meaning that if you want to make them, you won’t have to touch anything but your site itself.

In each section, we share how we did it and how you can do it on your own site.

Of course, at any point in the process you think, “I know I need to do this but don’t want to take the time to do it myself,” just call us at 817-889-1487. We’ll get your entire website optimized and get you more traffic like this client.

5 Changes You Can Make To Your Website To Get More Traffic

01. Arrange Your Site Better (Silo It)

 Key to growing traffic is for people to find your site when they search. And the key to that is to unconfuse the search engines about what your site is really about.

By tweaking your site structure, you can present a clear hierarchy to searchers and search engines that can:

  1. Rank on the terms they are actually using (your major keywords).
  2. Draw them into your site for an extended visit. This increases your chances of converting visitor traffic to real customers and clients.

How we did it:

The client’s previous website was not organized well. It used a layout model that we, unfortunately, see about 80-90% of the sites we are asked to do on-page SEO on use.

All the products were listed on a single product page regardless of if they were in a certain line or not. This page was housed at companyname.com/products/). The page was even titled generically as products. This wasn’t helping them get found online.

(You can click on any graphic to enlarge it. Unless you have eagle’s eyes these can be a bit small on mobile.)

more traffic to my website site structure Sometimes we see sites take this one step farther but it’s still not ideal.

For this client, the product lines of PDC Bits and Downhole Tools are the terms MOST SEARCHED by users looking for a solution.

We know this because our keyword research showed us these are the highest volume of monthly searches on given terms related to their products.

The previous website did nothing to reinforce this search term in its structure. The site wasn’t screaming to Google the technologies we sell are PDC bits and downhole tools. 

We changed this where each of the two Product Lines got its own major page. We made sure the title of the first Product Line page was PDC bits and the other was Downhole Tools.

Then each product got a full page under the existing product line page. Each product page linked back to its main Product Line page.

We call this process site siloing.

It presents your site to the search engines much like a well-outlined research paper you wrote in high-school–thesis, main-points, sub-points. Google will give you an A+.

How You Can Do It:

You can see how well your site is organized by following the instructions in the video below.

Look at your visual sitemap, then ask:

  • Are things thoughtfully grouped or haphazardly grouped?
  • Is everything a top-level page or is there some kind of hierarchy of the page?
  • Are the most important keyword informed pages (most frequently searched) closest to the top level of the site?
  • Can you create a Product Line Page or Service Line Page to get it to rank for the major service keyword on which you most need to rank?

Where needed, do a simplified re-organization by using pages and parent pages if your site is in WordPress. For example, if you have multiple services that are related and can be grouped together under a high volume search term, do it.

Of course, we are available to help you complete this entire re-organization process.

02. Beef Up the Content

The search engines are now smart enough to read the actual words on each page of your website.

They scan the page and see how all the words on the page are related. The fancy term for this relationship of the words is called semantic relevance.

How We Did It:

The previous site page had very little actual content reinforcing the major keywords on the single product page.

On the main Product Line pages we created, we increased the amount of content to 2,000 plus words and used our SEO copywriting process to ensure that copy was best optimized for both user conversion and the search engine’s to love it.

Each product got its own page jumping the word count for that product from about 50 words to over 1,000 words per product.

<Free Hint> In order to make the pages not look cluttered we put much of the long-form content in an expandable accordion. That way the visitor could access the long-form content if they wanted to see it, or go straight to an individual product page if they didn’t want to take the time to read it.)

An accordion looks like this.

…the user doesn’t see the content unless they choose to click on the + sign.</free hint>

How You Can Do It:

  • Look at your website’s pages for your service or products.
  • Does any page have thin content you could increase?

Our current recommendation on most major service or products pages is at least 1,000 words. But 2,000 words tends to work better. ( We also have a proprietary tool that can determine exactly how many words each page needs to be to make the search engines happy.)

03. Leverage Your Blog By Optimizing Its Structure

Your blog is one of your most powerful traffic attractors. It can bring in hundreds or thousands of new visitors.

How We Did It:

We fully optimized this client’s blog structure.

Before we made changes, the site’s blog was called News. That was the page title.

Not only that, they had placed everything into the major category called News as well.

That’s fine if you want to rank on the word News, but most companies don’t need to rank on that term.

 

We overhauled the Blog structure. We created the following categories

1) Category 1 = Product Line page exact match category called PDC Bits.

2) Category 2 – Product Line page exact match category called Downhole Tools.

3) Category 3 – A place for their company news called Drilling Technology News (since that is also a major keyword that we knew would draw traffic) and a sub-category called [Company Name] Press Releases.

4) Category 4- A more generic, catchall category called Oil & Gas News.

How You Can Do It:

Look at your blog.

First, click into your blog archive page. This will be the link on your site that usually says blog or news, etc. It’s a page where you should see all your blog articles in sequence with the newest first.

  • What is it called?
  • Are you using generic terms like Blog? At least change the page title to something akin to what you do like Commercial Landscaping Blog or Human Resources Software News.

Next look at your categories.

  • Do they best match the keywords people are using to search for the service or product solution you offer? Hint: They should match your services and/or products pages. For example, each of our service pages has a matching category on our blog– web designer, SEO, social media marketing, copywriting, graphic designer, etc.
  • Create a category named after the keyword that most people use to find you. (We can help you find that keyword).
  • Edit each blog post you’ve written and put it in the best category. If you have a popular blog that has a lot of links to it already, remember to apply a redirect so that the old URL name passes credit to the new-category named URL it will now have. (Again, we can help you with this).
  • Each new article you write, assign it to the best matching category.
  • And remember, put an article in ONLY one category in order to not bleed your silos. Make the decision on where the article best fits out of your category options.(Note: This category strategy doesn’t work on Shopify. It doesn’t work well on Squarespace. It works great on WordPress, which is why most of our sites are built on that platform. See the video above on reorganizing for pages for how to reorganize your blog categories.)

04. Deeply Interlink Your Articles and Pages

You know how you do a search on a topic and often Wikipedia falls at the very top so often?

One of the reasons Wikipedia ranks is because it is one of the most interlinked blogs in the world. On every page, any keywords that have a separate article on Wikipedia are linked from one article to another. (See all the purple links in the article sample below.)

 

interlinking for more site traffic

 

What does this interlinking do?

This creates a massive web on your site like Wikipedia.

The search engines crawl these links and can then see how much content your site has related to a given keyword. And ultimately the entire piece of this web and all the traffic it brings is pointed back to our Product Line page.

This allows the site to rank #1 on several highly competitive terms that get tons of traffic.

It also clearly signals, “Hey, this is an important keyword for this site and an important category on which you should rank us.”

That gets your site more traffic as folks use these frequently searched phrases in their own search.

The more expertise you present, the more traffic you will get.

How We Did It:

We deeply interlinked the site. We made sure every Product Page linked to the appropriate Product Line page.

We also went through all the blogs.

Within a given category, we made sure the article had a link to Product Line page it fell under.

If a specific product was referenced, we linked that product name in the blog to the product page.

If we were using a specific blog article to attempt to get traffic for a longer phrase (example: Permian Basin improved Rate of Penetration), we call it an anchor blog.

In other words, that is the piece of content we are currently ranking best on for that term.

We then linked that phrase every time it was mentioned in any other blog in that category to the anchor blog.

 

So any blog in the PDC Bit category that contains the phrase Permian Basin improved Rate of Penetration or synonyms like Permian Basin ROP links to the anchor blog.

How You Can Do This

You can DIY this, but the moment your site gets a large volume of blog articles or pages, it can quickly get complicated. (We’ll give you a super easy way skip all this manual work and automate this in the next video below. It can still help to see how the process works.)

You’ll need to create a spreadsheet.

  • On that spreadsheet, have column one be your major Service Type or Product Line pages
  • Column Two is your Individual Product Pages
  • Column Three Blogs Grouped by their Category
  • Column Four is the keywords you are targeting with each blog (URL of the individual blog).

interlinking blog spreadsheet for more traffic

Each time you start to write a new blog article, you’ll open this spreadsheet and ask:

  • What Service Type or Product Line page can this support?
  • As you write the article, make sure you manually link to the page from somewhere in the article on a keyword phrase that best matches the page you are linking to.
  • What Product or Service does this support (if it does)? If it does, link to that specific product or service page in the blog using the product name keyword or service name keyword.
  • Does this blog article contain or can I have it contain any of the long-tail-keyword-phrases I used in an anchor blog?
    • Is the potential anchor blog in the same category as my current blog? If the answer to that second question is no, do not link the current blog to the anchor blog because you’ll be bleeding your clean content silo.
    • If the answer is yes, link from the current blog to the blog that is the anchor blog for that keyword, and there is an exact match or near match occurrence of the anchor blog’s keyword phrase you can use in your current blog, link your current blog to the anchor blog.

In the example spreadsheet above, if the words adolescent poodle were used in the Calm Down Your Poodle blog, we’d link the words adolescent poodle when they first occur in the Calm Down blog to the Nutritional Considerations for Adolescent Poodle blog. We’d do this because BOTH blogs are in same Organic Poodle Food category.

We’d also find some words to link both the Calm Down Your Poodle blog and the Nutritional Considerations for Adolescent Poodle to the Organic Poodle Food sub-page

Interlinking is SUPER powerful, but as you can see, without a tool to automate this, the process can get convoluted and even nightmarish in scope if you are generating content at the rate you should be.

What if we told you, you can 100% automate ALL of this interlinking.

Here is all you have to do in the plug-in we install.

By doing this, your site will be a massive web of intertwined content the search engines love.

get more traffic though deep interlinking web on page seo

 

05. Create a “Series” Out Of Related Articles (Or an Actual Series).

Google and other search engines love longer content. This is becoming more and more true.

It rewards this long-form content in terms of higher rankings.

And remember higher rankings means more people find you, which means more traffic!

What if there was a way to take your existing content and make it seem longer to the search engines?

And what if there’s a way you can write a long article in shorter pieces and connect them so Google sees it as one long article?

You can!

With a simple link and piece of html code you can interconnect your articles, stringing the articles into a longer series.

In the technical SEO world, this is called an internal linkwheel.

You’ve experienced a linkwheel hundreds of times on the web and maybe just have not known what it is called.

We’ve all clicked on a site link where they’ll say “20 Ways to XYZ” and then each way is its own page and you click next at the bottom of the page to go from #20 to #19 and then again to go from #19 to #18.

get more traffic linkwheel example

 

These short page content type linkwheels are actually kind of annoying.

Why? You have to click so often, you usually spend more time waiting on each page to load than it takes to read it.

But what if you use this in a non-obnoxious way on longer articles. You’ve already attracted them to your page on a given topic. They’ve read your valuable article and now you simply tell them, “You’ll like this article, too, because it’s highly related to what you just read.”

Some websites do this with a see next article button, but users are typically directed to the next chronological article in the blog, not a TOPICALLY RELEVANT article.

You can harness this power on articles that are related to one another but aren’t an actual series.

Remember we said the search engines like longer forms of content (currently).

By stacking three 2,000 word articles together that are related (even if they aren’t a direct series) and using the right code, the search engines will see these articles as one MASSIVE 6,000 word expertise article that is comprehensive.

The nice thing is it will still index and present each article in search as a separate listing in the search results, too. So you get both/and. Both the individual article shows up in search and the broader term which all the articles are about rank, as well.

If you have 5 articles on a service or product linkwheel them together to rank on the main service keyword or product line keyword that gets tons of searches.

These massive linkwheeled articles rank high on the main search term they address.

On Page Optimization for more traffic | Linkwheeling

They also keep people on your site longer, as they tend to read the next article in the “series” if they saw clear benefit from your current article. Every second they spend on your site is an opportunity for them to further like and trust you.

Of course, if you really DO have a part 1, part 2, part 3 article series you definitely want to linkwheel the article with both links and the code you need.

How We Did It:

We found related articles that made sense for a visitor to see in sequence and added a read next button to an article.

For example, let’s say there were several articles related to vibration control in drilling. We decided on the best order for a reader to read through them and starting with article one, linked to article two and so forth.

We also used a piece of code called rel=”next” function to instruct Google and other search engines to see these articles as a series. This is very important as a read next button alone doesn’t do the trick.

How You Can Do It:

Okay to be fair, we use a proprietary plug-in which automates about 95% of this. We’d be happy to install and optimize it on your WordPress site. It also does about 50 other awesome SEO things, too. And once we have it set up, it’s super easy for you to use. You can have almost no technical knowledge and harness all its power.

Once we set it up, all this happens automatically. All you have to do is

1) Select the proper blog category

2) Enter in any longtail-keyword-phrase you are using on that specific blog that you want to target.

Get Started On Getting More Traffic to Your Website

Whether you are a small business owner and a corporate CMO, these 5 infrastructure and link changes to your blog NEED to be made to increase your visibility, traffic and, thus, customers/clients.

The case study client saw a 278% increase just from these on page SEO fixes. You can do them yourself if you like tinkering with your website.

Or focus on running your business and let us do a full on-page optimization of your website. Allowing us to do this will leverage any future content you make the effort to create more worthwhile.

Once we optimize your site, each article or page you add to your site will be like an electric guitar plugged into a giant stack of Marshall’s amplifying it. Think about it. An electric guitar is only as loud as it’s amplifier. This is also true for your content.

Simply put:

Better site structure and linking = Better rankings = More Traffic to Your Site = More customers/clients/patients = Increased Revenue

So either get after this and DIY it or call us for a FREE On-Page Optimization Consultation and Estimate for your site.  817-889-1487

The following post How Do I Get 278% More Traffic to My Website? 5 DIY Ways + Case Study was first published to: Moon and Owl Marketing

Moon and Owl Marketing Signs Marketing Agency Agreement with Psych360

For Immediate Release, September 5, 2018

Psych360 has signed a digital agency of record agreement with Moon and Owl Marketing. Psych360 delivers comprehensive psychiatric care to skilled nursing facilities and assisted living facilities in Ohio.

Moon and Owl Marketing is providing marketing messaging and planning through The LUCID Process. Moon and Owl will also be delivering web design, content marketing, social media marketing, search engine optimization (SEO), and conference planning to foster Psych360’s expansion.

“Moon and Owl is privileged to have been selected as the agency of record to help Psych360. The company delivers a needed solution for geriatric mental health in care facilities. We love helping companies grow that truly change someone’s quality of life,” says Jordan Fowler, President of Moon and Owl Marketing.

Moon and Owl Marketing is a full-service marketing agency serving local and national clients from its hub in Fort Worth, TX.

The following blog post Moon and Owl Marketing Signs Marketing Agency Agreement with Psych360 was originally seen on: Moon and Owl Marketing Blog

Jackalope Beauty Lounge Keller, TX Web Design Dissection

web design keller texasJackalope Beauty owners came to Moon and Owl to create a web experience for their users that reinforced their “We’re cool, but not pretentious” brand.

Unlike so many we-take-ourselves-so-seriously, highbrow salons with their cut-throat work environments, Jackalope has built something quite different:

…a place where you can get a top-shelf style and cut while being 100% yourself.

…a salon where the staff is well-taken care of (paid vacations and advanced training opportunities) so that they can take great care of the clientele. They know a happier stylist styles a better you.

…a salon that believes in developing the next generation of stylists by offering apprenticeships.

We were able to deliver a site that captures their brand essence.

web design keller texas

SITE COPYWRITING
Reinforcing the Brand

Homepage Copywriting

We used various statements on the homepage in the text to reinforce Jackalope’s brand chief value proposition.


HIP & DOWN TO EARTH
Cutting edge techniques by stylists who care.

TRENDY & RELAXED
Stick with what you know, or change it up. Either way, leave feeling beautiful.

HEAD TURNING, YET MODEST
Get that million dollar look minus the pretentiousness.


We used non-traditional navigational terms–instead of Our Work we used Their Magic and The Lowdown instead of About Us.

All of this writing helps to convey how their chief value proposition directly benefits their clients.

The Bios Copywriting

Subtle copywriting in the Bios summary page reflect the “we’re awesome but don’t take ourselves too seriously” attitudes with a fun, unique fact about each stylist.
Bio design

Keller Website Design Bio Page

Even the Reviews

The ownership wanted unfiltered reviews to populate their site. This would reinforce their value of transparency.  We made them aware of the benefits and risks, they considered, and said, “Let’s do it.” They had confidence based upon their past reviews. We created a fetch that pulls their latest review regardless of stars. A 1-Star rating can appear on this page just as easily as a 5-star review can.

reviews page design

DESIGN ELEMENTS

The General Look

One of the best elements was that their logo mark is so quirky – the legendary mythical Jackalope. This logo allowed the site to carry forth the same quirkiness without feeling disjointed.

Illusion Pink and Sinbad were used as the base colors for the design.

jackalope color website design

 

Photography

No stock photography was used on the site. Keeping with the authenticity mantra, Jackalope chose to take the extra step of having a day-long photo shoot with Scott Cornelius to capture stylists pics, client shots and inside the studio environmental shots. We provided the desired shot list and orientation list to assist the photographer. We also consulted with him on color tones, lighting and photoshop treatments.

website photography 2

website photography

 

Use of Instagram Feed on Homepage

Jackalope has a large Instagram following, and they are active on the platform. We chose to integrate a feed into the front page of their website. We realize it is a looser look than many corporate businesses would choose, but for Jackalope it fits perfectly. It screams of the authenticity and unfiltered nature of the brand.

instagram feed on site design

Gallery Page 

We built a massive gallery page into the site. When selecting a salon, site visitors want to see what the stylists are capable of and to imagine how they can look as a result. A massive diversity of styles and cuts are available at Jackalope. We made the gallery sortable by stylist.

sortable gallery design for web

Social Media

As would be expected of a trendy salon, the Jackalope crew does a fantastic job at social media. From Twitter to Facebook, Instagram to Yelp, the website makes all these platforms easily accessible to visitors.

https://platform.twitter.com/widgets.js

Booking

The Jackalope team debated whether to take online, automated bookings. Because they value relationships and connection, they decided they want to speak directly with a potential client to assess their needs and make sure they are matched with the best stylist for their need.

keller texas web design

The Results

Jackalope Beauty Lounge stylists are consistently booked, and the Lounge is expanding. Their website is helping them accomplish their goals.

The folks at Jackalope are happy with their site…https://goo.gl/maps/SJCL8Cs8Kdy

fort wort web design review

View the live site at http://jackalopebeauty.com/.

The following blog post Jackalope Beauty Lounge Keller, TX Web Design Dissection was first published to: http://moonandowl.com

Moon and Owl Launches Ulterra Drilling Technologies Website

Ulterra Drilling Technologies, an international leader in PDC bit design and downhole tools for the Oil & Gas industry, launches their new web design by Moon and Owl Marketing.

Ulterra Website Homepage Capture
The site design uses Ulterra’s iconic teal colors throughout with key calls to action and links in their official secondary color. Their unique teal colored drill bits are known throughout the industry and we designed the site to clearly reinforce familiarity.

The homepage wireframe design optimizes the clarity of their chief value proposition while placing their two lines of technology front and center (PDC drill bits and downhole tools).

In addition, end-user interactive apps that allow Ulterra’s customers and potential customers to run customized calculations are forthcoming.

We placed Discovery Call call-to-action buttons throughout the site in a recurring, familiar location for the end-user.

The look of the site differentiates Ulterra’s innovative, tailored solution approach from the one-size-fits-all offerings of many PDC bit designers.

Ulterra can develop a custom prototype bit for any given drilling situation faster than anyone else in the sector.

By mixing product photos with sketch drawings, the look of the site reinforces Ulterra’s design capabilities and prototyping.

To reinforce their unique approach, we knew we needed to break away from the traditional layout and look of most oil and gas sites (see below).

Traditional Looking Oil & Gas Sites

oil and gas traditional sitetraditional oil and gas site

 

Ulterra Additional Site Pages

Product Page

ulterra pdc bit product page

Important conversion design elements are included in product pages.

  • Product call-out sections highlight end-user advantages for highly visible “what can you do for me” benefits.
  • Video elements are also present for a those who would rather click-and-watch than read.
  • Printable product PDF’s are accessible for those needing to forward technical documents and printouts of key documents to their team.
  • Finally, a link to an article bank allows those site visitors who want more information to drill down into case studies, feature articles and more for each product. All Ulterra has to do is tag the blog article with the product name, and it appears in the article bank.

Article Bank Page Example

Tag based article bank web design

These article banks allow detail oriented visitors to read until their heart’s content.

Those who feel they’ve completed their research can schedule a discovery call at any point in their online journey–on the homepage, product page, or any article within the article bank.

SEO and Discoverability

The site is built upon a robust, pre-design search engine optimization (SEO) and content marketing strategy. This site pre-work, which partners our web designers with our SEO specialists, is what sets apart a Moon and Owl site from other agencies and discount designers.

We begin with the end in mind, getting you discovered, liked and trusted online.

Deep interlinking between content and other on-page SEO elements are built into the site’s design and development.

Ulterra is dominating high volume searches for keywords surrounding PDC drill bits and downhole tools.

Ranking Results

web design keyword ranking

Site Traffic

In just two weeks since launch, site traffic has doubled (and site traffic was quite healthy before). This growth is before any press release pushes or announcements. Purely organic SEO gains are driving these results. They will increase when we perform an upcoming publicity blitz.

New Website Design Increased Traffic

And Of Course, Mobile Responsiveness

It’s 2018. Your site better look and work great on mobile. As a B2B technical business, a majority of Ulterra’s users still arrive on the site through a desktop, we still want a great responsive feel. This is especially true as we add new interactive apps and calculators to the site for personnel to use out in the field.

We made sure the mobile elements of design were thoroughly tested.

Product Page Mobile View Web Design
Social Media Inclusion

You might think it rare for an oil & gas drilling technology company to spend much time on social media, but the folks at Ulterra have developed quite a following on their LinkedIn, Facebook, Twitter, and even Instagram (yep!). They also have a robust YouTube channel with more videos in the works. We made sure these platforms were accessible to site visitors.

Expandable Site Design

When we set down in our initial planning, Ulterra shared they have some big ideas on the horizon. We built the site with expansion capabilities in mind, including the way the navigation operates, product category pages can increase in scope as we add new products without the need for a redesign, and other considerations for site growth as the company grows.

A master-planned sitemap of future additions is already in place allowing Ulterra to phase in the desired pages and new features as they become ready.

Check out the live Ulterra site at https://ulterra.com.

The following post Moon and Owl Launches Ulterra Drilling Technologies Website is available on: Moon and Owl

Bubble Up SEO Method: Get More Customers, Patients, And Clients Effortlessly

Every business owner knows they need it . . .

More People Who are Ready to Buy.

Your business constantly needs new leads that can become customers, clients, and patients.

It’s the lifeblood of every successful small business, and today, this connection happens mostly online. Recent studies indicate that 88 percent of consumers go online to research when looking for products and services, even higher for local purchases.

88% of customers research online a reason for Bubble Up SEO

People perform a search with a need that matches a solution, service or product your business offers. You need these people to be able to find, like, and trust you online.

If you aren’t ranking for the right keywords, and you aren’t showing up in Google, then you don’t really exist online. You might even know the main keywords your business needs to rank for, but the challenge is that people are different, and quirky, and don’t always search your main keyword in the way you guess they would.

Instead of searching barber shop Dallas, they might search best fade barber shop Dallas, or even kid’s fade cuts near me. What it comes down to is that you have to rank for 1000’s of different combinations of these key terms (aka longtail keywords) if you really want to grow your business.

Bubble Up SEO unique keyword example

 

What if you could actually target each of these 1000’s of diverse search terms people use, rank on them in Google and other search engines, and have these searchers click your result and arrive at your site?

That would be the gold standard of online marketing!

You can do this with our Bubble-Up SEO Solution.

Bubble Up

The Bubble Up SEO System operates by placing a Search Learning Machine inside of your website.

This Search Learning Machine (SLM) hums along in the background of your site and effortlessly finds the best keywords that people use when they are searching for a need that your business can solve.

When enough searches happen on any given phrase, the Search Learning Machine takes note and then does something simply amazing.

It automatically creates a new page to rank on that specific search phrase. Whenever the system sees a new keyword bubbling up, a page gets created, providing your business an opportunity to capitalize on that keyword.

Traditional SEO agencies try to rank you for one to five important keywords. This is like having one giant hook in the water and hoping that fish bite, while your competitors are using the exact, same hook.

With Bubble Up SEO, whenever a fish indicates he’s hungry, a new hook is created and dropped into the water. This happens again and again until you have 1000’s of hooks in the water where you already know there are hungry fish. Your site is now a massive trot line rather than a single rod and reel.

Bubble Up SEO Method versus Traditional SEO

Imagine hiring your own team of search marketing whiz kids who 24/7/365 monitor what everyone is searching online, identify popular new key terms, and built new pages in your website to help you rank for those… all in real-time

Now you can!

While we CAN help your rank those massively competitive main keywords with organic SEO efforts, in the meantime you can also be getting tons of traffic and leads rapidly from these 1000 ’s of keyword combinations. We have many clients who never add more SEO efforts because of the volume of leads they receive from their Bubble Up SEO program. We walk hand-in-hand with and advise you throughout the life of your campaign.

Proof: A Real World Bubble Up Example

A breast cancer surgeon currently using our Bubble Up SEO Strategy was ranking well in her immediate city but not in the surrounding cities. With the Bubble Up SEO proprietary system in place, she is now dominating the region in the search results rankings for people searching for terms like:

  • double mastectomy Desoto
  • breast cancer surgeon Mansfield
  • single breast removal
  • do I need chemo after breast cancer surgery
  • what should I expect to look like after breast cancer surgery
  • and over 800+ other keywords in the #1 position on Google.

Site traffic rises dramatically with the Bubble Up Method tool installed.

Bubble Up SEO Proof 1

And, most importantly, her practice volume grew 3x in Q1 of 2018.

bubble up 3x volume

And here is what their business development officer says….

SEO Testimonial

Ease of Use for You, The Business Owner

A question we typically get when explaining the Bubble Up method to business owners is, “Won’t all these pages make my site a giant mess and be difficult for me to manage?”

The short answer is NO! It requires ZERO of your time to keep the Bubble Up SEO SLM humming along and your site looking great.

A lot of folks have worked with search marketing firms before, and they ask for content, review content, review content, provide additional keywords, etc. This requires NONE of that.

You don’t have to worry about the approving the content or managing each automatic page created. The Bubble Up’s SLM is smart because all your users are redirected to your site’s homepage or corresponding service page on your site when they click on the search result. The Bubble Up page grabs the ranking, but the end user sees your beautiful homepage or service page when they click, not the Bubble Up page.

We can even take this next level!

If we see a high volume of traffic coming from a particular keyword, we can even work with you to create a unique landing page addressing that issue and the redirect that particular search result to that tailored landing page.

SEO landing page

Everything Happens “Automagically”

You’ll start ranking for keywords that people use when they are intent on making a purchase of your product or services. This allows you to be discovered, liked and trusted by potential customers, making conversion much easier.

Once we install the Bubble Up System’s Smart Learning Machine, all you have to do is answer the phones and respond to leads. It’s that easy.

What is the Technology Behind Bubble-Up SEO?

On the technical side, we’ve built a massively powerful and consistently tweaked Search Learning Machine software file which collects live keyword search volume and analyzes it. Our team of basement-dwelling techies’  abilities shine on this first of its kind development (and that’s their preference to stay in their well-furnished basement).  This SLM enables your site to find real keyword phrases people are using and builds a page for that specific keyword search phrase.

Search Learning Machine Bubble Up SEO

And here is a nice side benefit, each new page created helps your site rank higher across-the-board for other terms, as well. One hook helps the other hooks!

Once we install Search Learning Machine, you don’t have to lift a finger to manage the pages. Our team constantly optimizes SLM to best match Google’s algorithms and it starts creating the dynamic pages, including content generation, page rendering, backlinking, monitoring, and reporting.

It’s truly a headache less way to conquer the market using long-tail keywords.

Super Simple to Get Started & No Long-Term Commitment

Here’s all we need from you to get started…a 15-minute planning call where we gather 5 pieces of data from you.

That’s it.

Once this is done, we can have your Bubble Up SEO campaign up and running within 7 business days.

You’ll get a monthly ranking report showing you all the keywords that have bubbled up and where you rank on them. You’ll also be able to clearly see an increase in web traffic and leads for your business.

We believe in the results of the Bubble Up SEO system so much that we don’t require a long-term contract. Try out the system and see if you don’t agree that it’s a virtual goldmine for your business.

Your Cost: $850/mo
Limited Time Launch Offer: $675/mo
By Call Only 817-889-1487
(No Long-Term Contract!)

We are wanting to roll out this new SEO Method to business owners who are serious about growing their business. The phone-call-only for launch lets us get to know you, understand your unique needs, and ensures you are focused on growth.

P.S. What’s the value of one customer is to your business over the course of their lifetime? We’ve typically found even a single lead per month would more than pay for this solution. And we also know you’ll get WAY more than one lead per month using it!

P.S.S. This is a great strategy to use in tandem with traditional SEO efforts to rank on your main highly competitive keywords. This dual strategy provides your business with a top-down and bottom-up approach to search engine rankings, increased site traffic, and LEADS.

Bubble Up SEO Method: Get More Customers, Patients, And Clients Effortlessly is republished from: Moon & Owl Marketing