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Online Marketing Case Study: Paddle Diva

May 21, 2015 By Melissa Cahill

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Part 1: Spring/Summer 2011

Background

In Summer 2009, Gina Bradley launched her Stand Up Paddleboard business, Paddle Diva.  Her timing was perfect — the sport was just starting to take off in a big way. Based in East Hampton, New York, Paddle Diva was among a handful of local businesses offering SUP lessons throughout the beach resort towns of Eastern Long Island. Bradley saw a niche amidst the competition: she would target women, marketing the health and wellness benefits of the sport as well as its recreational appeal.

Bradley’s first two years in business were successful enough for her to invest in a professionally designed website.  Her website launched just as peak paddling season got underway in May 2011. The website was Paddle Diva’s primary marketing piece — a beautifully branded and visually compelling website with an easy-to-use content management system that allowed Bradley to manage and update site content herself.

 

Paddle Diva Website v.1 (ICVM Group)
Paddle Diva Website v.1 (ICVM Group)

But by early July, even with this beautiful new website, Bradley sensed her customers were not finding her online.  She was Googling “stand up paddleboard Hamptons” and “SUP Long Island” and seeing her local competitors’ websites listed on the search result pages (SERPs) — but not Paddle Diva. [Read more…]

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Filed Under: Case Studies, Local SEO, Search Engine Optimization Tagged With: keyword research, local seo, onsite seo, SEO

Changes to Google Search Demand Creating Content for People, Not Bots

Jun 4, 2014 By Melissa Cahill

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Have you noticed lately that when you Google something like “that film where a guy solves a mystery from his wheelchair” you automatically get back search results that answer your question, even if your query didn’t include specific details or keywords?  That’s because Google has been busy implementing something that many SEO practitioners have been talking about for quite some time: predicting user intent.

User Intent | Panoptic MarketingThe newest Google algorithm, Hummingbird, was the first incarnation of this feature. Without delving into a long, detailed  description of Hummingbird, we can sum up the changes by saying that Google can now answer questions and predict user intent by becoming better at semantic search. Semantics is a branch of linguistics that concerns itself with the meanings of things within a language: the relationship between words and phrases, what we refer to as “context.”  Semantic search seeks to improve accuracy and relevancy of results by understanding the searcher’s intent and the contextual meaning of the search words. [Read more…]

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Filed Under: Blogging & Content Marketing, Search Engine Optimization Tagged With: content development, keyword research, user intent

SEO Basics for Small Business Owner

Jun 4, 2013 By Melissa Cahill

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SEO

Search engine optimization (SEO) is a common theme of website-redesign projects these days. Many RFPs dedicate an entire section to the topic, which can be quite confusing to those who do not completely understand it.

Let’s walk through a few steps to understanding and approaching SEO… The major work needs to be done by the owners of your website’s content, and your search rankings depend on your adhering to a few well-established rules. [Read more…]

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Filed Under: Search Engine Optimization Tagged With: keyword research, organic SEO

Presentation from WordCamp New York City 2012

Jun 11, 2012 By Melissa Cahill

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Panoptic’s Melissa Cahill presented at this weekend’s WordCamp New York City 2012.  The topic was “Do it Yourself SEO w/WordPress”  and the session proved to be tremendously popular — standing room only on Saturday and Mel was asked to repeat the presentation on Sunday.  And the room filled up on Sunday, too!

Below are the slides from the presentation.  Video is likely to be posted on the WPNYC.org site sometime this week, so keep an eye out.

[Read more…]

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Filed Under: Inbound Marketing Tagged With: blogs and blogging, copywriting, keyword research, SEO

Get More Bang From Your Blog: Optimize Posts!

Apr 10, 2012 By Melissa Cahill

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BlogIf you are a small business owner or are trying to build your brand or professional reputation via the web, chances are you are already blogging.  Hopefully you’re using your blog to share your expertise, offer advice and industry insights – offering your readers something of value and not just self-promoting. Your blog can open up tremendous opportunities for you. Readers may have questions about your products or make inquiries about guest posting on your blog.  Press and media contacts often look to bloggers to provide “expert” quotes, opinion or commentary for articles they’re writing, or may even ask you to contribute an article for their site, allowing you to expose your brand to new audiences.

[Read more…]

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Filed Under: Inbound Marketing Tagged With: blogs and blogging, keyword research, SEO

3 Tips for Selecting the Proper Keywords

Mar 2, 2012 By Melissa Cahill

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One thing that continually confounds small business owners is selecting the right keywords around which to optimize their websites, blogs, press releases, email newsletters and social media campaigns.  SEO professionals have sophisticated keyword research tools that help them select those phrases that dive the most traffic and have the least amount of online competition, but how does the DIY marketer manage?

keywords

There is a common sense approach to selecting good keywords — and for this no tools are required.

[Read more…]

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Filed Under: Inbound Marketing Tagged With: keyword research

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From the Blog…

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Customer Testimonials

"Panoptic guided our non profit through both technical and organizational transitions, most recently bringing our website into the 21st century and raising our profile in the educational and independent media world." -- Greta Schiller, Director, Jezebel Productions

"If I need a website re-designed or created for Wordpress, I'm calling Panoptic again. Customer service is foremost. They aren't satisfied with the end product until you are." -- Greg Miller, Owner, Intelireach Marketing (White Label Client)

"Melissa and the Panoptic team were an important part of the SEO process during the development of the new Morvillo Abramowitz website." -- Paula Zirinsky, Marketing Director at Morvillo Abramowitz

"Panoptic has been instrumental in helping my company launch a successful social media campaign. Any time someone found my services on the web and booked them, it was Panoptic’s work that got them there!" -- Gina Bradley, Owner, Paddle Diva

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From the Blog

How to Boost Reach and Engagement Using Visual Content

By Redge Estebat

Creating and sharing visual content has been a marketing trend for several years now and it’s not about to fade anytime soon.  In fact, it has now become a MUST for any businesses that wants to be noticed on the internet.  These statistics testify to … Continue reading →

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