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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

SEO Spring Cleaning

Apr 27, 2015 By Melissa Cahill

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Spring is here! While many of us associate the season with shedding our heavy winter jackets and window washing, we online marketers have our own type of spring cleaning to tackle. Because SEO is an ongoing project, not a one-time thing, you’ll want to take a look at your web stats at least quarterly and make adjustments where necessary. Here are a few SEO Spring Clean-Up Tips: [Read more…]

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Filed Under: Search Engine Optimization Tagged With: onsite seo, organic SEO, SEO

Local SEO for Small Business

Mar 25, 2015 By Melissa Cahill

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If your business serves a particular town or city and its surrounding areas, then Local SEO – that is, making sure your website is optimized locally – is a critical component of your online marketing.

Local SEO for Small Business |Ranking Factors | Panoptic Oniline Marketing
Chart courtesy MOZ (click for larger image)

There are many factors that contribute to your local search rankings but local SEO starts, unsurprisingly, with your company website. From choosing a domain name that indicates your geographic location (like philspizzanyc.com) to adding your location in page titles, to including your business name, address and phone number in the website’s footer – all of these contribute to boost your rankings in local search results.

The next step to success in Local SEO can be summarized in two words: directory listings. The world of directory listings can be overwhelming and the task of submitting your information may seem daunting. We won’t lie — it’s a long process, but not overly complicated – just time consuming. [Read more…]

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Filed Under: Inbound Marketing, Local SEO Tagged With: onsite seo

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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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