Web Force KC
Call 816-462-9128

Category: content marketing

  • “The Sky Is Falling” – Why Most SEO’s Freak Out When Algorithm Updates Hit

    “The Sky Is Falling” – Why Most SEO’s Freak Out When Algorithm Updates Hit

    The internet is ever-evolving, and this should not be breaking news to anyone. Updates, AI, and constant change keep most SEOs on their toes. One thing I’ve tried to teach myself and my clients over the years is that core algorithm updates happen, and these days, they happen more often than ever before.

    Search Engine Optimization and Web Design in Kansas City

    As content becomes more accessible and easier to create, thanks in part to artificial intelligence sources like Chat GPT, Gemini, and countless others, search engines have been adjusting how and what ranks well due to the tsunami of published content. While most beginner SEOs genuinely aren’t capable of publishing good, quality content with a simple AI prompt, the fact that so many websites are pumping out garbage content makes search engines like Google have to make adjustments. Like the “helpful content” algorithm update, search engines are slowly but surely catching on to content solely designed to help a website rank higher organically but provide little to no informational value to the reader.

    As a rule of thumb, when organic search rankings get volatile, it’s sure that a big core algorithm update is on its way, as I have seen in the past few weeks. The trick with SEO is that if you’re not ahead of what’s coming, you end up scrambling to try to “fix” what Google, Bing, or other search engines ding your site(s) for. That’s never a good idea because it usually involves a complete content makeover, which is not only time-consuming but also a waste of time and resources when it should have been right the first time. At Web Force KC, we don’t “freak out” anymore when rankings fluctuate because we know that the content we publish for our clients is solid, timely, relevant, and informative as it pertains to whatever industry they are in. I guess the point of this blog is that keyword-jamming a ton of blog posts with AI isn’t a viable option anymore, nor is it an effective marketing strategy. Of course, I use AI to help with tasks that would otherwise take a ton of time, but publishing trash content just to rank for a few low-value keywords is not part of Web Force KC’s game plan.

    Until next time. 🍻

    local-web-design-WordPress-SEO-360-photography-Kanasa-City

    OR

    SEO-search-engine-optimization-social-media-KC-KCMO-Kansas-City-MO

    Web Design     Social Media

    Search Engine Optimization

    360° Virtual Tours

    Support     Contact

  • Smoke and Vape Shop SEO and Online Marketing: Tons Of Fun, But Not Easy!

    Smoke and Vape Shop SEO and Online Marketing: Tons Of Fun, But Not Easy!

    When I started Web Force KC over 12 years ago, I knew it would not be a typical ad/marketing agency. For years, I had worked for agencies that always seemed to overlook thriving industries because the nature of their businesses was considered taboo or high-risk. Smoke, tobacco, and vape shops were an industry that I had followed since I was in high school because, well, it was part of my culture. While smoke shops (or head shops) have been around since the 1960s, the industry’s explosive growth can be seen on almost every corner of every city and suburb, including here in Kansas City.

    Smoke and Vape Shop Search Engine Optimization, Web Design, and Online Marketing

    So why would Web Force KC want to get into smoke and vape shop marketing? Well, for one thing, it’s FUN! That’s not to say I don’t enjoy creating content for my other clients’ industries. Still, if you can imagine waking up every day and knocking out blog content and social media posts about vapes, bongs, rolling papers, and other smoking/vaping supplies coupled with local sports, holidays, weather, events, or whatever while getting paid for it, and more importantly, soundly dominating any market we are hired to promote shops in, it’s pretty damn fun.

    The thing is that it is by no means easy. Smoke and vape shops have always had an interestingly restrictive place in online marketing and social networks; not knowing the rules of engagement can land an agency in big trouble. While the US continues to lower its guard on things like cannabis, some social media platforms will suspend or ban users for violating community guidelines. This means that if they deem a post to be about drugs (THC/CBD/kratom, etc.) or promoting tobacco (cigarettes, chewing tobacco), they will take action. (Trust me, I’ve been in Meta jail countless times). Plus, most, if not all, of the top social media platforms won’t allow smoke/vape shops to use paid advertising (or boost) for content. If that’s not enough, Google and other search engines won’t allow PPC campaigns for smoke/vape shops, leaving SEO and organic content marketing the only viable choice for success. Yelp does allow smoke/vape shops to do paid advertising, but based on my experience, the results are lackluster at best for the amount of money you’ll spend.

    So, how does an agency effectively market a smoke/vape shop in a hyper-competitive market? Well, it mostly has to do with creating solid, consistent content and having a firm understanding of what the ultimate call-to-action(s) is. Obviously, “get directions‘ is number one, but getting phone calls is a close second because that’s when the stores’ staff sales skills have to kick in. Thinking local and staying on top of what’s happening is a significant component of creating compelling content. We’ve learned from experience that not knowing what’s going on in the metro can directly affect sales volume on any given day.

    A prime example is when football starts in the fall. Here in KC, it’s a must-watch TV unless, of course, you’re at Arrowhead. Making sure that the smoke/vape shops get EARLY social media posts and content published is crucial because foot traffic dies in every shop after kickoff, tipoff, or, in some cases, the first pitch. The same is true in the Dallas-Fort Worth market when the Cowboys play, which seems odd because they are never very good (sorry, not sorry).

    Without giving out any secrets, the truth is that no marketing campaign is “easy,” but many standard online marketing tools are limited or non-existent in the case of smoke and vape shops. It takes solid, consistent content with clear and easy-to-access calls to action because no one walks through your doors if you don’t show up in a given search.

    Until next time. 🍻

    local-web-design-WordPress-SEO-360-photography-Kanasa-City

    OR

    SEO-search-engine-optimization-social-media-KC-KCMO-Kansas-City-MO

    Web Design     Social Media

    Search Engine Optimization

    360° Virtual Tours

    Support     Contact

  • The Audience, The Character, The Voice, and The Content

    The Audience, The Character, The Voice, and The Content

    Most of the content I come across online about SEO, social media, and marketing are typically flashy, rocket-to-the-top promotions or theoretical assumptions about how and what Google and AI are doing, which is not what this piece will be about by any means. A few years ago, I began to focus heavily on the fact that each client (and sub-clients, which I’ll explain in a later blog) has a unique character and voice. Not only do their business and the services/products they provide have distinct characteristics, but I, as their marketing/content creator and strategist, unconsciously created a voice and dynamic character to coincide with each client’s content produced. Ideally, this character, voice, and content combination needs to be not only reflective of the business but also speak directly to their clients or customers. While Web Force KC’s clients have become widely diverse in terms of industries, the overall approach to creating unique, relevant, and effective content pieces, big and small for each of them, has not changed but has, in fact, vastly evolved.

    Character Driven Search Engine Optimization, Social Media, and Website/Blog Content Combined Can Create A Company’s Voice Accurately

    Whether it’s a simple and time-sensitive social media post on GAME DAYS for the group of smoke and vape shops in KS, MO, and TX we work with or the quality, professional lawn and landscaping voice urging potential customers to secure spring lawn care and landscape services in the dead of winter, I’ve found that switching back and forth between characters has become much easier. That being said, I have over 12 years of practice doing it.

    What is interesting in today’s online arena is finding the balance between engagement and creating content that is not only witty, cute, and/or informative but also helpful, sprinkling in the all-important call to action. “Why should you hire ‘X’ company?” “Why should you shop at ‘Y ‘store?” Thoroughly knowing and somewhat becoming each character often allows me to also walk in the shoes of their potential clients and customers, which before seemed virtually impossible and, quite honestly, felt weird. With all of the analytics and tracking tools available to marketers today, it seems almost absurd not to have fictional yet authentic characters and accurately representative voices in any online marketing content, as it will often give a very defined inside look at what works, what doesn’t, and how the overall strategy can be improved and refined.

    While no marketing strategy is perfect or guaranteed, for that matter, making sure that your company or organization has a distinct voice and character that accurately reflects the goals, values, and vision is never a bad thing to have. Just like riding a bike, learning to ski, or even learning to type furiously with little error, creating a solid voice that reflects your character takes time, practice, and a ton of effort. And remember that as your company/organization grows, so too does the voice and character, ideally for the better.

    local-web-design-WordPress-SEO-360-photography-Kanasa-City

    OR

    SEO-search-engine-optimization-social-media-KC-KCMO-Kansas-City-MO

    Web Design     Social Media

    Search Engine Optimization

    360° Virtual Tours

    Support     Contact

    Web Design     Social Media

    Search Engine Optimization

    360° Virtual Tours

    Support     Contact

  • SEO Isn’t A Race, It’s A Marathon

    SEO Isn’t A Race, It’s A Marathon

    If you know me, you already know I think, move, and talk fast, which is great for getting things done and multi-tasking but not so much for SEO (search engine optimization). The truth is that over the years, I’ve learned that I can bang out thousands of words of content per day only to see a minimal increase in rankings, website traffic, and conversions. As I get older, I’ve realized that SEO is not a race but more like a marathon.

    Search Engine Optimization in Kansas City

    Most people don’t seem to understand that SEO is not a rocket-to-the-top-of-the-search-engines approach to marketing. The key is to create quality, relevant content for our clients that is timely and launched with precise consistency. For many of our clients that operate seasonally, we tend to think about the future (i.e., what the focus will be on a few months down the road) to make sure that when it’s time to show up for XYZ keyword, they are already there. While some businesses or organizations may opt to spend their money on pay-per-click or boosted social media posts, the truth is that once the money is finished, the content is nowhere to be seen or found. Particularly in highly competitive industries, one click could cost an enormous amount of money and not even result in a legitimate lead, much less a job or new customer. With a long-term SEO approach, content is carefully constructed to achieve specific goals. Ideally, content should be revisited and optimized to reflect better the current state of how a company has grown and/or changed its overall focus over time. An example of this is one of our longest clients, SK Lawn and Landscape. Back when we first started working with them, lawn mowing, landscape maintenance, or pretty much anything that needed to be done in a yard was the focus, but over time, the company grew and has added numerous teams that tackle specific niche jobs like landscape design, hardscaping, and of course, routine lawn mowing and landscape maintenance.

    The point is that if your SEO, or any marketing plan for that matter, isn’t constantly being evaluated, reevaluated, and retooled for growth, it really isn’t a marketing plan at all but more like busy work, which by our standards is a waste of time and money. We don’t have all of the answers when it comes to SEO and online marketing as a whole, but we have many more of them than when we first started over ten years ago. With timely, relevant, consistent, and, most importantly, targeted content broadcast across a myriad of mediums, we have been able to help our clients grow organically online. It doesn’t happen overnight, but it does happen.

    That’s what we do at Web Force KC (sort of), and we’re pretty damn good at it. Until next time, cheers.

    Call Web Force KC at (816) 462-9128 for Kansas City web design and online marketing.

    Web Design     Social Media

    SEO

    Support     Contact

  • There Are No Mic Drops In Marketing

    There Are No Mic Drops In Marketing

    Like Han Solo said in Star Wars, “You know sometimes I amaze even myself,” I, too, like putting together clever content, sitting back and patting myself on the back. But the reality is that there is no ‘mic drop’ in marketing of any type. Every day, an effective marketer must create engaging content that strives to beat and outsmart their clients’ competition while at the same time educating and compelling their potential customers to act. More importantly, a consistently effective content marketer’s goal should be to not only outdo their clients’ competition but also to outdo themselves. From photography and graphic design to social media posts and blog/website content, keeping things fresh is a chore, but the rewards are worth it for the client, and it also tends to keep my job interesting.

    Content Writing and Search Engine Optimization Services In Kansas City

    Over ten years ago, my biggest fear wasn’t whether or not Web Force KC would succeed but rather if I would eventually run out of ideas for content. After all, most of my clients’ services don’t change for the most part, which means that I would be required to continually describe the same things differently and repeatedly for years potentially. Sure, the messages and call to action remain relatively the same, but as I developed more strategic and time-relevant content, it all changed for the better. While there have been many blog and social media posts I’ve done that weren’t exactly Pulitzer prize-winning material, the goal has always been to remain consistent and not dwell on a writer’s block type of day because, well, they can and do happen. Like in any creative process, there will be highs and lows, and I’ve found that the key to making the most of the highs is to bang out as much content as possible when I know I’m riding that wave. Oftentimes, what ends up happening is that I learn a new angle to an old concept that I can take and use moving forward until the next bright spot appears. The idea that I’ll one day write THE golden piece of content that is so good I’ll never have to type again is non-existent at this point, and I find that if I just put my fingers on the keyboard, the ideas will start flowing sooner or later. Sometimes a little good old-fashioned research can get the gears moving, or checking out what the competitors are up to can lead to an effective piece of content, but it’s never enough in the world of SEO. To put it plainly, the goal is not necessarily to write the best piece of content I’ll ever do on any given day, but it is to write something better than I have previously, even yesterday. So far, so good, as I have clearly not run out of ideas after publishing over 10,000 blogs and website pages since I started Web Force. If I do happen to get wrapped up in the moment thinking I’m super-cool for a solid piece of content today, I may drop the mic but knowing full well that I’ll have to pick it back up tomorrow and do it all over again. That’s why I love doing what I do.

    Call Web Force KC at (816) 462-9128 for web design and online marketing in Kansas City.

    Web Design     Social Media

    SEO

    Support     Contact

  • Same Concept, Different Blog

    Same Concept, Different Blog

    Content marketing can be tough especially when the business you’re writing for doesn’t really change that much. However, I’ve learned to find ways around getting into a writer’s slump primarily by realizing and accepting that no matter how much you’ve written about a given subject, product, or service, there is always more that you can do but it doesn’t always come easy.

    SEO and Content Marketing in Kansas City, MO

    I write a TON of content for my clients and it’s really easy to get burned out but thankfully I’m never really short on ideas (most good, some not so good.) As I’ve acquired more clients and my older clients have grown, I’ve had to find new ways to market them and, honestly, some weeks it goes as smooth as silk and others it’s like pulling teeth. Look at it this way: for one of my oldest clients, I have written and published over 1,800 blog posts and hundreds of website pages and while their business never really changes much with the exception of adding new products to their retail store, the content I write on their behalf has to be ever changing, unique, engaging and relevant in order for it to be effective. Sure some content is better than others but the key has been to be consistent with regularly publishing blog posts and making adjustments to the overall page structure of their website(s) when necessary for all of my clients to help them grow their businesses.

    A few weeks back, I was in burn out mode and started thinking about examples in my life and the world I observe of how individuals are able to take the same concept(s) and re-imagine them over and over again without getting sick and tired of doing it. At the time, I was getting back into old school Metallica and I thought, “Boy, they must be so over playing the song ‘One’ at every single show for weeks and months at a time.” The thing is that ‘One’ (one of my least favorite Metallica songs) was a massive hit and there are likely fans in the audience every night they play that are only there to hear that one (no pun unintended) song. Having seen Metallica live (among other metal bands) many times over the years, I noticed they always find ways to change things up a little bit in their biggest songs but overall the singalongs and melody remains constant which is cool for the audience but probably also good for the band that has played these songs hundreds if not thousands of times. It made me realize that even though I may feel like I’m writing about the same products and services for my clients over and over again, I have to find new and innovative ways to change it up for my audience as well as for myself so I don’t go insane or get severely burned out. It’s not that there won’t be days when I’m just not feeling it and the words don’t flow like a river but realizing that this is the way that artists, marketers, and people that are just good at what they do have to make changes and adjustments to keep their audiences’ and their own interest focused. Content marketing probably isn’t as cool as a Metallica song but it felt good to connect the two and whatever makes me think, makes me better at what I do. That’s what Web Force KC does (for itself and) for our clients.

    Call Web Force KC at (816) 462-9128 for effective web design and online marketing in the Kansas City area.

    Home    Web Design    SEO   Social Media   Support   Contact Us

  • What You DO and What You Are DOING

    What You DO and What You Are DOING

    web-design-SEO-Kansas-City-MO
    Photo credit Carl Heyerdahl

    I’ve built quite a few websites over the years and have written thousands of blogs for my clients. When I first meet them and they decide to hire me, I initially found it difficult to explain what I was doing for them and why I was doing it. With web design it’s pretty cut and dried that they need a place for their potential customers to find them online, get in contact with them and/or get directions to their business but blogging is different. When I first started Web Force I struggled to explain in simple terms what on earth I was doing creating constant content but over time I realized that there is a simple way to do it so here it is.

    Web Design and Content Marketing in Kansas City, MO

    web-design-content-marketer-Kansas-City-MO-KC-KCMO

    A website’s pages are quite simply what you DO, WHO you are, and WHERE you do it. Ideally, each page of a website should explain one component of what you do, what you sell, and why you do it better than your competition with the home page being a summary of everything you do or sell. That’s what you DO and your business likely does it all day, everyday which means that in most cases your website pages never really change much unless your business does. What you are DOING works a little bit different. Avenues like social media are a great way to show off what you are DOING like your latest projects, products, sales, or specials however using your website’s blog can make showing what you are DOING even more powerful. Unlike your website’s pages that are direct and to the point about what you do or sell, your blog posts can be used to show the lighter side of what you do, highlight seasonality in your products or services, flex your industry knowledge, discuss changes in your business or whatever you want so long as it’s relevant. As discussed in our previous blog, keeping your blog posts current and relevant will do wonders for you in terms of attracting the attention of the search engines and will keep your readers engaged as well. Personally, I treat every blog I write like I’m adding a page to a website only less structured and certainly less formal but nevertheless informative. The subject matter could be making light of something my clients see all too often that drives them nuts to something way out of left field like providing tips for smokers and vapers during the COVID-19 era. (FYI: I work with a lot of smoke and vape shops.) The point is that you can use your website to showcase what you DO while using your blog to show what you’re DOING and humanize your company so that your potential customers can get a glimpse of who you are and why they should do business with you. It’s tough to do at first but just like anything else, the more you do it the easier it becomes. Web Force KC builds websites that effectively showcase what businesses and do and what they doing. If you have questions about web design or using your blog as a tool, feel free to contact us.

    Call Web Force KC at (816) 462-9128 for web design and online marketing in Kansas City.

    Home    Web Design    SEO   Social Media   Support   Contact Us

  • Content Marketing Kicks Ass

    Content Marketing Kicks Ass

    Photo by Kaitlyn Baker on Unsplash

    I’ve always loved writing. I can’t remember the actual moment when I realized that writing came naturally to me but I know it was when I was very young. As a teenager I wrote a ton of poetry and other odd literary project most of which was real hit and miss but nevertheless writing was and continues to be a creative outlet that has not only gotten me through some pretty rough times, it has quite honestly kept me sane (still does). I’m lucky enough to get paid to write for my clients and I don’t take that responsibility and privilege lightly. Through my content writing on their websites, blogs, social media, and other marketing projects, I get to literally become the online voice of that business which is enormously fun but can often times be very difficult.

    Search Engine Optimization and Content Marketing in Kansas City, MO

    Writing for a business is content marketing and the best part about it (at least for me) is that I’m rarely at a loss for words or ideas. The trick to effective content writing is finding new ways to describe the same products or services over and over again in new ways that are relevant to my clients, their customers, and ultimately the search engines which is why they pay me to write in the first place. Looking back at some of my early content marketing work, it was pretty evident that the rules of the search engines weren’t very strict like they are today. In fact, I remember writing blog posts that were so absurdly overly keyword heavy that any normal person reading it would think a lunatic wrote it. That may have worked then but it certainly doesn’t work now in 2020.

    Photo by Skye Studios on Unsplash

    Rich, unique content is what Google says they want to see and these days when you lay the keyword babble on too heavy, you’ll likely get penalized and loose rankings. This means that there must be a balance between relevant content that is unique, current, and most importantly makes sense to both potential customers reading it as well as the search engines in order to be effective. It sounds more complicated than it really is but it does take some practice to get content to consistently flow and at the same time be functional for online marketing goals. Integrating what’s currently going on is an easy way to create content that is engaging and relevant but there are some really deep pitfalls you’ll probably want to avoid if you go that route. For example, leaning one way politically with your business’ voice will inevitably cut off any potential customers that are on the opposite end of the political spectrum of you which isn’t good. A good rule of thumb I use when I’m debating whether to use an outside current event or mindset in content is to ask myself “is there a large group that are vehemently opposed to this?” If the answer is yes or even maybe, I don’t do it. Don’t get me wrong, I could care less if someone gets offended by my personal opinions but they have no place in my business communications or my clients’ content for that matter.

    web-design-content-marketing-SEO-Kansas-City-MO
    Photo by hannah grace on Unsplash

    I guess the best advise I can give on content marketing is just keep typing no matter what (you can always go back and edit later), keep the content upbeat, and keep it current and relevant to where you are and what’s going on there. Don’t try to explain your whole business in one content piece but instead try breaking up parts of what you do or what you sell into separate content. Don’t expect all of your content to make you surge up in the search engine rankings because you’ll be very disappointed. Obviously some content will be more productive and effective than others and the key is to maximize those that really kick ass and learn why they performed so well so that you can take your future content to the next level.

    When I first started in the SEO/online marketing industry the phrase “Content is King” could be heard in pretty much every sales pitch or presentation to new clients and it still holds true today. Sure you can go and pay Google a mountain of money to show up prominently and  immediately with AdWords but the fact is that once you stop paying, you immediately become invisible again. With content marketing and search engine optimization, your online presence is built organically which, in my opinion, is much more powerful, effective and lasting. Especially when you consider that most Pay Per Click ads only see a roughly 2% click through rate which isn’t much for what you pay. Content marketing works exceptionally well but it is by no means the most simple and easy path to succeed online. However, when done correctly, content marketing can be the most powerful and effective tool in your online marketing arsenal and that is why I enjoy it so much.

    If you have questions about content marketing, SEO, or web design in Kansas City, feel free to get in contact with us.

    Call Web Force KC at (816) 462-9128 for web design and online marketing in Kansas City.

    Home    Web Design    SEO   Social Media   Support   Contact Us

The owner of this website has made a commitment to accessibility and inclusion, please report any problems that you encounter using the contact form on this website. This site uses the WP ADA Compliance Check plugin to enhance accessibility.