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Category: search engine optimization Kansas City

  • “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. 🍻

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  • 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. 🍻

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  • 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.

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  • 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.

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  • 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.

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  • How To Avoid The Online Reviews Blues

    How To Avoid The Online Reviews Blues

    Local Search Engine Optimization in Kansas City, Leawood, and Overland Park

    One of the most challenging things we’ve had to deal with at Web Force KC while working with our clients over the years is online reviews. In fact, after many years of trying to communicate how vital getting online reviews are to our clients, we eventually crafted a clever reminder that we tend to tell at least one of them once a week: The only review that you’ll get that you don’t ask for is usually one that you don’t want. What’s odd about online marketing and its effect on consumers’ buying decisions is that the days of 2 neighbors chatting at their fence line asking, “who does your lawn care?” are rare, if not nonexistent. What’s even more interesting is that we now use the internet to find products and/or services we want or need and base our buying decisions on the opinions (i.e.reviews) of people we don’t even know. Of course, word of mouth and referrals still exist, but as a marketing agency, our job is to generate leads and customers solely through a carefully woven web of our client’s online presence and let the companies we promote deliver their goods and services the way they see fit.

    That’s why getting solid reviews and maintaining a quality rating is imperative to the success of any business using the web as a tool to generate business. In the case of Web Force KC, we primarily work with small, locally owned, and operated businesses that, more often than not, have big corporate competition that can be tough but not impossible to beat in the SEO arena. With online reviews, we’ve found that larger corporate entities that offer similar services to our clients often struggle to get and maintain good reviews for whatever reason, which is why keeping and growing our client’s online reputation is a big part of what we do. The dilemma is not so easily solved by merely asking customers to write beaming reviews because most will say a resounding “YES” but soon forget or blow it off. This is why we took the initiative to make getting and asking for reviews simple and streamlined using the fact that most everyone has a smartphone in their pocket or purse that can be used to help get our client’s customers onto their review pages and leave feedback that helps win even more business. We’re not going to get into details as to how we are creating seamless avenues to get more reviews or even social media followers, but chances are you’ve seen how and what we do in nearly every business, particularly since COVID-19 hit the US last year. (Hint: it has something to do with a phone’s camera.)

    For some industries we work with, it is incredibly challenging to get consistent reviews as many of our clients are in what some would consider taboo industries. We’ve found that many of their customers don’t necessarily want to advertise publicly that they shop there for whatever reason. That’s why when you see that breakthrough moment with a customer that digs what you do or sell, you make it a point to say something along the lines of, “I’m glad we could help. We’d appreciate it if you could write a review for us so that other people know that we’re the real deal.” That sounds a bit canned, but you get the point. You and your staff should ask for reviews from every customer you know is satisfied with what you do or did every day. Of course, you can’t make everyone happy, and it’s safe to assume that most people online know that, which is why the occasional bat-shit crazy review from someone that you could never satisfy isn’t going to hurt a business that has countless 5-star reviews and 1 or 2 bad ones.

    We get that you get busy, overwhelmed with the details of running a business, and can easily forget to ask for reviews. Still, the fact is that you likely already have customers that can and will write a stellar recommendation for what you sell or do, but they don’t know how and where to do it. Ask and show them.

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  • Community Over Convenience

    Community Over Convenience

    Local SEO and Web Design in Kansas City, MO

    COVID-19 has wreaked havoc on small businesses not only in the Kanas City area but across the entire United States which is hopefully no surprise to anyone reading this. Between shutdowns, occupancy restrictions, and the online overlords of shopping like Amazon seeing massive surges in orders, small businesses in your area still need your help. But with the fear of catching COVID and the armies of idiots that refuse to wear a mask or get vaccinated, many regular customers for small, local businesses are nowhere to be found. I am by no means recommending we all race out to your favorite local restaurant or retail shop and pretend like there isn’t a global pandemic going on because there is however there are some little things you can do online to help support and promote your local business owners.

    Shop Local When You Can

    I heard someone say the other day “community over convenience” and it stuck with me. I know it’s hard to do but think about it like this: these business owners have their entire lives invested in their business and they aren’t really getting much help from local, state, and federal government. If you know you can buy something locally sourced from a small business, do it because they badly need your help. Sure it may cost a little more but your money is going directly back into the community and not into the hands of billion-dollar global corporations.

    Help Them Out Online

    I can’t think of any local business (at least in the Kansas City area) that doesn’t have at least some form of online presence or avenue to reach their customers and if they don’t, they are sadly missing out. Whether it’s a Facebook business page, a Google business listing, Yelp, Instagram, or just a business’ website, your interaction with these will help small businesses in a small way. Write a review for local businesses you buy from, like or follow them on social media, and even share their business on your own personal social media feeds. Anything you can do to bring attention to a small business is good for them and this year they still need it badly.

    As a small business owner myself, it has been an exceptional year for Web Force KC and we appreciate the clients we have that continue to partner and grow with us. Thank you. We don’t need reviews or social media shares at Web Force KC but I’m sure that anyone reading this knows a small business that could use a little online love. Like, share, write a review, and definitely shop local this summer because your community depends on it. Cheers!

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  • The Copyright Conundrum: Part 1

    The Copyright Conundrum: Part 1

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    When I first started Web Force KC (what seems like eons ago), never in a million years did I think that anyone would ever steal content, photos, or overall marketing strategies that I had created until someone did. At first I was somewhat flattered that I had managed to do something for my clients that would cause someone to want to take it, use it and act as if it were their own but that “they like me, they really like me” feeling quickly drifted away as I continued to find more and more instances of infringement from not only in the Kansas City area but all over the world.

    SEO and Effective Web Design in Kansas City, MO

    It started with blog content locally here in Kansas City with multiple businesses that were similar to one of my clients’ lifting content and publishing it as their own on their website. That really pissed me off because I take pride in creating original, effective content but I was wise to not lose my temper as that never seems to accomplish anything. I simply warned them to remove it and moved on however a few short months later I found them doing the same thing again…and again…and again until finally I had to seek legal council. At the time it was somewhat exciting in that I had never had to consult with any attorney for my business and understanding how copyright law works was absolutely fascinating because, well, I create things online all day, everyday. Over time I began to find new more efficient ways to make sure that the content I create and images I take for for my clients is protected and now, as of November 2020, I am unfortunately having to send out cease and desist/demand letter emails at a minimum of once per week. It used to be kind of an adrenaline rush but now it’s become more sad and irritating especially when you consider that most of the guilty parties are the web design and/or marketing companies these businesses hired to help them.

    Unfortunately, I don’t have any mercy for them anymore as my clients pay a premium to be exclusive and for Web Force KC to create one of a kind, unique website and blog content for them that is not only representative of their business but also extremely effective at helping them grow them. As Web Force KC continues to implement new copyright detection technology and more efficient methods of finding instances of infringement online, we will become more effective at protecting the exclusive marketing services we provide to our clients. We have also partnered with intellectual property attorneys that guide us in how to best approach each instance of copyright infringement so that when it’s time to strike, we can execute flawlessly and more importantly legally.

    In other words, don’t steal from Web Force KC’s clients because we will find you and make your life very unpleasant. 

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

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  • Why We Offer Marketing Exclusivity

    Why We Offer Marketing Exclusivity

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    I’ve been involved in some form of sales and marketing most of my adult life and for the most part I’ve enjoyed it immensely as it has taken me to some pretty cool places. However like any other profession, there are highs and lows, peaks and valleys, and good and bad aspects of any line of work and sales and marketing are certainly no exception. One of the things I did not enjoy about sales and marketing was selling the same marketing product/service to multiple businesses in the same industry in the same geographic area because it always left a bad taste in my mouth and I never thought it made sense.

    Local Web Design and SEO Services in Kansas City, Leawood and Overland Park

    The problem that I have with non-exclusive marketing is that no one wins except for the marketer which I always thought should be the complete opposite. Businesses reach out to marketing companies to help them get the word out about what they do, what they sell, where they do it, and why you should choose them over their competition.  So essentially a marketer that works with multiple businesses in the same industry in the same area is technically doing nothing but helping themselves and creating more competition among their clients when they are already in a competitive arena (at least in my humble opinion.) It wasn’t until I started working for a small, start up online marketing company that I learned that you could actually offer exclusivity and make money doing it but like most of the jobs in my life it was short lived because that company had other issues….BIG issues. Nevertheless, I so truly believed that exclusivity in online marketing was imperative that I eventually started Web Force KC to prove it could work but with a new twist. Rather than being constantly focused on adding new clients and growing MY company I opted to help grow what few clients I had internally and as they grew, I would be able to grow with them. Luckily, it worked and much better than I could have ever imagined. For some clients, I helped to add new services to their company that were completely unimaginable when they first started and for some adding new locations throughout the Kansas City metro (and beyond). Either way, my goal was and continues to be to grow them first and focus on Web Force KC second and it seems to have worked out pretty well so far. Sure I like making money but it’s not the first thing I think about everyday when I log on to my laptop and start banging out content for my clients. The simple fact that I can look back at the history of my clients’ growth and attribute it in part to what I do for them everyday is more rewarding than any amount of money and I suspect they feel the same. That’s what Web Force KC does for its clients and we thoroughly enjoy doing it.

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

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  • 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.

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