Posts Tagged ‘’

Rory Martin Supports IslandWood Outdoor Learning Center

RoryMartin is pleased to announce our support of nonprofit, IslandWood Outdoor Learning Center on Bainbridge Island, in it’s cause to inspire environmental and community stewardship.  IslandWood’s methods  use technology, scientific inquiry and the arts to inspire Puget Sound-area students and their families to connect with nature and the outdoors.  There are a wide range of programs and community events offered for kids, their families, and individuals alike.

IslandWood came about when, in 1997, over 1000 acres of land were put up for sale on the south end of Bainbridge Island.  Since studies done around that time showed that half of Puget Sound’s students did not receive any overnight, outdoor education programs, local residence Debbi and Paul Brainerd proposed the idea of a children’s outdoor education center, that would offer a School Overnight Program.  IslandWood is a unique way to blend technology and nature, offering hands-on learning to Puget Sounders of all ages.

The School Overnight Programs have been a success, allowing 4th, 5th, and 6th graders to do things like listen for owls in the night, and study 150 year old trees from the top down.   In addition, IslandWood partners with the University of Washington to provide Graduate Programs that work towards building a community of knowledgeable and committed educators through experiential and multicultural education.

To help IslandWood reach its of connecting families with the ecosystem they live in, has donated to this unique experience.  “We’re really excited to be able to help IslandWood continue their nature conservancy programs.  We believe these programs will help families gain a better understanding of the natural beauty the Puget Sound has to offer and will help us become more conscious about saving our environment,” says owner, Rory Martin.  To donate to the IslandWood programs, click here.


Make Your Keywords Pack a Punch

Keywords play a large role in search engine optimization, and are a key factor in social media marketing.   Having the right combination of keywords will generate hits, increase traffic and drive sales; however, it’s not always easy to determine which keywords are right for you, and where your keywords aren’t packing a punch.  At Rory Martin, we specialize in helping business come up with relevant keywords that drive traffic to their site. We do the research so businesses don’t have to.

– Ask yourself: What would my customers search for?

This seems relatively easy enough. If a customer would find your services by searching “freelance writer Los Angeles”, put that on your list. Your keywords might be words your competitors use or words that are industry specific. Think up simple terms and phrases that specifically target your site or business, but know that using one word is going to decrease the likelihood that your site will stand out in a crowd.

You will get higher search engine ranking by choosing a mix of specific longer phrases, and general targeted keywords.  Look at the breakdown of search terms as they show up on Google:

Number of Google Matches





real estate writer


freelance real estate writer


freelance real estate writer los angeles


You’re going to have an easier time getting click throughs if you narrow it down a little – by adding your location, but be cautious about being too specific.   For example using “Neon Helmet Tacoma WA” won’t drive people to your site. Phrases that are just too specific may offer you the #1 slot on Google, but still won’t deliver the clicks you’re looking for, because they’re not keywords that people would search for. Ranking #1 on terms that nobody is searching for is just as bad as ranking #300 for terms that everybody is searching for. You can’t get the traffic if people aren’t using your search terms, no matter how well you’re ranked.

When you have a list of possible keywords, check out tools like Google’s Keyword Tool, that will help you determine whether or not people are actually searching for those keywords, by populating a list of terms related to the keyword you entered. Look for targeted keywords, and specific phrases that are relevant to your business and your industry.

Search Engine Optimization through keyword analysis is one of the most effective ways to increase targeted traffic to your web site. At, we put our Seattle Search Engine Optimization experts to work to research your target audience, determine what keywords they are searching on, and then make sure, through proven search engine optimization tactics, that your web site is the one they find.

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, can help you build a Social Media Strategy that reflects your unique brand and meets your business goals. From a one-time site analysis to full search engine optimization strategy and execution, can help match your keywords to your SEO needs.

The New Landscape of Social Media Marketing

Navigating the new marketing landscape means knowing which marketing tactics are effective, and which tactics are outdated.  Improving the visibility of your website has become a marketing priority, yet it can be frustrating since competition for rankings is intense.  As many businesses lack the time or cashflow to continuously monitor, report and adjust their strategy, the results of many social media marketing campaigns  are often poor.  If you’re struggling to boost your page rank, you may need to adapt your SEO and social media strategy to reflect the new trends in social media marketing and search engine optimization.

If you’re not embracing social media as a business, you’re missing out on one of the biggest marketing tools available.  Using tools like Facebook and Twitter actually boost your search engine rankings, making your website more visible to search engines like Google.  Consider how much content is shared on Facebook each day – users spend approximately 22% of their Internet time in social media, making social media a priority for any company that wants to be visible.

Of course, just hiring an intern may not do the trick. While social media can be a valuable marketing campaign tool, it’s often a commitment.  Hiring a professional will ensure that you get the best results from your brand’s digital communications.  You want someone who can represent your brand and company, not just the message behind your brand.  Social media has become an avenue for customer service, sales inquiries and ongoing questions – you want someone who understands your audience, and can think out of the box in a way that is both specific and familiar to your client base.

Hiring a professional will ensure that your message, and your core product do not get lost in a sea of irrelevant information.  Anyone who’s been on the web knows just how much junk the web holds – having a true professional on your team will ensure that your relevant keywords and terms drive traffic to your page.  A professional can tell you which information to include and which information is irrelevant.  They can help you streamline your content, showing off your product’s benefits in a straightforward way.  A social media professional can also help you determine terms that are broad and wide reaching, and help you optimize key words and phrases so that your site gets a good SEO ranking.

Content is still key on the web, and having someone who knows your brand, your clients and your company will ensure that users come to your website because you are an authority.  Social media is all about providing something of value to your customers.  You need interesting and relevant content, you need high-quality inbound and outbound links.  You need customer interaction that is fun and info-rich.  Monitoring industry key words and phrases will continually provide feedback on what your customer or audience is interested in, making a tailored social media strategy easier to attain. is that secret weapon that will revolutionize the way you engage with your clients and end-users. We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.  If you need creative ideas, easy implementation, and a limited investment into your social media campaign, has experts available to assess your needs, provide excellent customer service and innovative marketing tactics before you’ve even signed a contract.

Create the Best Copy for Your Website

There are a lot of tips out there on how to create effective copy for your website – especially for businesses who maintain a blog, regarding their services. Of course, these guides may be incomplete and often overly general. Fortunately, we’ve written down our favorite tips for generating effective copy that will drive traffic to your site, showing your business’s authority in your industry.

Make sure your content is easy to read.
Keyword stuffing, technical jargon, and long-winded posts are often indicators of poor copy. These problems will make your website’s copy hard to read, especially since most web users scan web pages rather than read them word for word. To make your content easy to read, try using fewer words, simple terms, highlighted keywords, and bulleted lists. Another tip – try writing in inverted pyramid style, like you’d find in a newspaper. Try writing your conclusion first, then back it up with the details.

Your copy should reflect your audience.
Be familiar with your audience – is there a common tone or style of writing that your audience expects to see?  Think about how you’d tell someone about your product in a conversational way – you’re giving your reader tips (tips from Me to YOU).  Highlight the benefits (not the features) of using your product. Include answers about what the product does. Write for how people will search for your page, using words your target audience would use to look for your services. Offer solutions, be entertaining and informative, grab your readers’ attention, use bold (but not cheesy) headings and brief explanations. And don’t just rely on keywords – use words that elicit emotion and action from potential customers.

Avoid dense copy with no breaks.
Smaller chunks surrounded by white space are visually easier to digest. The use of effective headings is one great way to break content into chunks, using boldface type for emphasis. When using headings remember a few things: keep them to eight words or less; include important keywords; avoid the use of adjectives and prepositions (and, a, the, of); be clear and concise, avoiding wordy, wishy-washy phrases. Headings are great because you can place them on your homepage as a link to content, or use them in title tags around your links.

Don’t let your website become a dead end.
Offer links to other information in your industry, and build relationships so that other sites link to you. Often, search engines like Google are based on their ability to find you from links on other sites. The web is all about being inter-linked.

– If you’re stuck, hire a professional. has a team of Seattle Search Engine Optimization and keyword experts who can help you draft engaging copy that reaches out to your audience.   We help clients educate their markets and build brand awareness while winning and retaining customers with engaging and impactful websites and web marketing., a Seattle Web Design company that specializes in Search Engine Optimization and Seattle Social Media Marketing, can help you build a strategy that speaks to your audience and puts your business on the map.

Make an Impact on Facebook

One of our focuses at is helping customers create and execute their social media campaigns. An effective social media campaign should be married with your marketing campaign, and should use a wide variety of social media tools – including Facebook. Facebook is one of the most useful social media marketing tools out today; yet many businesses don’t quite know how to implement Facebook into their social media strategy. One key point to Facebook as a social media tool for business is building interactions.

Initially, Facebook didn’t offer pages, and so businesses created profiles as a way to reach out to users, especially since messaging users has continued to remain a feature reserved for profiles. Yet, one of the most common mistakes businesses make on Facebook is creating a profile instead of a Facebook fan page. What these businesses may not know, is that profiles have not been as visible and don’t necessarily get the visits that pages do. While Facebook updates may seem like a way to alert fans to events and news – showing up like messages in users’ inboxes – a very small percentage of updates are actually visible to fans, because of an algorithm called EdgeRank.

EdgeRank gives every post a quality score – measuring the number of comments, likes, and shares per post against the number of fans a page has. Businesses who want to be seen need to build up their EdgeRank, by making their posts interaction friendly – which means businesses need to spend more time building community with their fans. Fans don’t interact with self-promotion nearly as much as they interact with conversation. Your page needs to have a conversational, community feel – a give and take that makes your brand appealing to your fans and their friends. To really optimize your Facebook experience, mix up the types of posts to include blogs, videos and engaging questions.

Building the interactions your Facebook page is just one part of a good social media strategy. Seattle Social Media Marketing company, focuses on helping our customers build their EdgeRank. This helps our clients educate their markets and build brand awareness while winning and retaining customers with engaging and impactful websites and web marketing. We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.

The Periodic Table of SEO

We found something cool today – from the folks over at SearchEngineLand, who say:

Search engine optimization — SEO — may seem like alchemy to the uninitiated. But there is a science to it. Search engines reward pages with the right combination of ranking factors, or “signals.” SEO is about ensuring your content generates the right type of signals.

They put together the Periodic Table of SEO to help readers get a visual idea of what goes into producing the right ranking factors that make your website shine.   At Rory Martin, we take all the factors into consideration when we’re building a strategy for SEOonline marketing and social media management.  Since we often talk about how important SEO and Keywords are to your website’s value, we figured you (our readers) would be interested in this graphic too!  (Click the image for a larger view)

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media is dedicated to helping you find the right tools to optimize your website, and bring you the most exposure to help your business succeed.

Trend Forecast: Social Media’s Immediate Future

social media trends

There are big trends happening in Social Media right now, from the use of scanned location check-in points, to social commerce. It can be hard to navigate the trends but we’ve compiled a few of the most common themes into 3 predictions on where social media is headed in second half of 2011.

Social, Mobile Entertainment –
Games have moved onto mobile devices, now that smartphones are relatively inexpensive, prevalent and readily available. Social media is giving users a way to take their entertainment on the go. Now instead of filling out a crossword while commuting, you may use Words With Friends. Or you might make a game out of being in the right place at the right time through Foursquare – ousting your friends, and letting people know where to find you. It’s a way to stay connected with other users while managing a busy lifestyle, from Facebook gaming to sharing last night’s football or Mad Men highlights over Twitter, even watching YouTube videos via an Android application. It’s entertainment to go, and integrating more social technology into your business and website will make it much more appealing to social media users.

Scanning, Scanning, Scanning –
When you’re using check-in services like FourSquare and the Facebook places application, you may be able to scan a barcode or QR code, checking you into your location on relevant social sites. With the emergence of social scanning, it’ll only be a matter of time until you can scan a barcode, which adds a “Like” to the business’s Facebook Page, or pulls up the latest Yelp Reviews and Groupon coupons for the location you’re at. It’s a business strategy – integrating social media and marketing in an easy-to-use way.

Mobile Workplace –
As smartphones become better and faster, we’re seeing users move from laptop to mobile (as desktops have been pushed out of the way for smaller, lighter ways to work-on-the-go). This means websites need to plan for mobile content that will load quickly on a mobile network. Businesses should start looking for ways to accept mobile payment, and will have to consider dynamic pricing to keep up with supply and demand. And since smartphones often double as media storage devices, it won’t be hard to keep your PowerPoint presentations handy for your next business meeting.

These are a few of our predictions for the coming year – companies will want to work these trends into their social media marketing strategy.  At we do the research on tips, tricks and tools of the trade when it comes to SEO, online marketing and social media management. As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media can help you build a Social Media Strategy that reflects your unique brand and meets your business goals.

Tips to a Stellar Social Media Strategy

As social media becomes a key component in online marketing, businesses who aren’t creating and implementing stellar strategy may be left in the dark. Social media creates buzz around your business; and as your company becomes more visible, social media drives traffic to your business or website. With a solid strategy, you’ll have a chance to talk to new and interested audiences, while ultimately becoming more user-friendly. We’ve curated a few key tips to make your social media plan succeed:

Listen: Social media is a communicative tool. As with any form of communication the best thing you can do is listen. Listen to your audience, your competitors, and people you want to work with. Listen, or look for conversations that you want to be a part of. Listen to, and watch social media influencers and keep track of ways that you can contribute to become an authority. There are tools that you can use to monitor these conversations, and track keywords, once you determine which users and conversations are relevant to your business. But above all things it’s best to determine who your target audience is, and why they want to be a part of your sphere.

Once you have a clear line of sight it’s time to…

Plan: Social media influence *can* happen organically, but for a business it’s best to take the bull by the horns. Listening to the buzz happening in the social media world will help your business determine your social media goals and objectives (these should tie in to your businesses goals and objectives). Plot out which social media sites you’d like to use and the contacts you’d like to gain. Define your strategy, the people who will implement that strategy, and how they/you will engage with your audience. Plan out the time it will take to implement this strategy, so you don’t waste time splashing around in the metaphorical social media pool. Create a social media calendar that coincides with that strategy, so you’ll know what kind of content to create and when. As Margaret Thatcher once said, “Plan your work for today and every day, then work your plan.

And while you’re doing all this planning, remember that the best connections are personal, human connections so you’ll need to…

Engage: Be a part of the conversation – the HUMAN conversation. Creating relationships in the social media world is important to creating trust between your brand and the world. Develop a deeply human relationship with your audience, and your audience will reward that relationship. Show them that your business is a team of actual, relatable people, not just a big logo run by a bunch of robots. For example, a set of auto-tweets won’t be nearly as effective as coming up with relevant content that varies from day to day. That’s not to say your auto tweets aren’t important, but that you should also respond to the influencers, audience and industry relevant to your business. If it’s relevant to both your contacts and to your businesses goals, it’s a conversation your business needs to be a part of.

And if all else fails, you can check back to where we’ll continue to write about tips, tricks and tools of the trade when it comes to SEO, online marketing and social media management. As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, can help you build a Social Media Strategy that reflects your unique brand and meets your business goals

Social Media Marketing – The Value of Business Blogging

There is a common misconception among business owners as to the value of business blogging. Many believe that they do not have time to effectively implement a Social Media Marketing campaign or that there is little return on investment. a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing can help you build a marketing strategy that reflects your unique brand and meets your business goals.

A corporate blog is a marketing asset and therefore, an asset to your business. Properly executed, a blog will continue to drive traffic and leads to your business over time and should be viewed just like Search Engine Optimization, a due diligence process that is not a short term experiment, but a long term investment.

There are many reasons to consider a business blog.  By delivering fresh, compelling, keyword-rich, original content you will bring users back to your site on a regular basis, helping increase awareness for your brand and driving your site up in ranking. In addition to gaining search engine ranking and generating leads, blogs engage your current customers and place you in a position to provide thought leadership to your industry, strengthening your brand.

Optimizing a blog that engages customers and prospects while furthering your company’s mission and business objectives, is much like optimizing a website. By implementing search engine optimization, your blog can rank much higher than static website pages in the search engine results. Over time, this drives up the ranking of your company website.

In order to measure Social Media ROI you must define clear measurable goals.’s online marketing campaigns deliver both measurable revenue as well as ancillary brand building benefits for your company.   It is important to understand the value of a visitor. Each visitor becomes one of three things; a browser, an influencer or a transacting customer.  A transacting customer delivers immediate financial impact which can be measured as ROI. Browsers and influencers are measured as ancillary even though they directly affect your financial bottom line, just not in the immediate sense. Their value falls into the category of non-actualized potential.

Some of the most substantial benefits of a social media campaign will be difficult to measure directly. There is no concrete financial value that can be assigned to reputation management, branding and customer service. However, every business owners knows those values are indispensable.

Five Leading Contributors to Facebook Fan Value

As growing audiences migrate to social networks like Facebook, a brand’s ability to connect and influence these customers must shift from traditional marketing strategies.

Facebook offers a great platform for developing stronger relationships with your customers. Facebook fans represent a significant opportunity to drive revenue enhancement, brand, and loyalty without incurring the considerable cost-per-person of conventional marketing.

The five leading contributors to Facebook fan value are:

  • Product Spending
  • Brand Loyalty
  • Propensity to Recommend
  • Brand Affinity
  • Earned Media Value

How you interact with your Facebook fans is more important than the number of non-engaged fans your page has. So the question is how to manage this platform to build loyalty and generate sales? Fans are an extremely valuable segment of the Internet audience and should be addressed with specific strategies to nurture their ongoing participation and influence. offers comprehensive Social Media Marketing services to help your company tap into the power of social media.

Facebook Strategies Allow for a Discernible ROI That is Not Allowed by Most Other Approaches.

  • More than 10 million users become fans of pages each day.
  • On average fans spend an additional $71 on products for which they are fans compared to those who are not fans.
  • Fans are 28% more likely than non-fans to continue using the brand.
  • Fans are also 41% more likely to recommend a fanned product to their friends. helps clients educate their markets and build brand awareness while winning and retaining customers with engaging and impactful websites and web marketing. As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, can help you build a Social Media Strategy that reflects your unique brand and meets your business goals.

© Copyright © 2012 Rory Martin Inc.