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The Complete Google Ads Audit Checklist

Have you conducted a Google Ads audit lately? We compiled a checklist to help effectively analyze your account & identify areas to improve. Learn more!

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Why SEO & Website Optimization Matters During COVID-19

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COVID-19 is teaching us that SEO optimization is more vital than ever. Learn more on how you can optimize your website!

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Keeping Organic Traffic Amidst COVID-19

Businesses must adapt their SEO strategy with COVID-19 changing organic traffic. Explore how you can adapt your SEO strategy to the changes in organic traffic.

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Digital Marketing Trends During A Pandemic & How To Respond

Understand developing digital marketing trends and how to respond with effective paid search strategy during the COVID-19 pandemic.

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Adapting and Reacting to COVID-19

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We’ve been in the pandemic for over a month and companies are starting to understand the impacts. It’s important to stop, evaluate and plan for how all of this will change digital marketing.

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Why Google Ads’ Seasonality Adjustments Aren’t For COVID-19

Google Ads' Seasonality Adjustments Are Ideal For Some Of Your Businesses Seasonal Events, But It's Not For COVID-19.

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What Type of Content Should Businesses be Writing Right Now?

In these uncharted waters, businesses need to rethink the kind of content they’re sending out, and Top Floor has the marketing expertise to help.

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During COVID-19: Is Your Website Working for You?

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If you’re a company experiencing some downtime during COVID-19 could potentially be your best opportunity to make a shift in your marketing, specifically, your website.

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Googles New Leads & Sales: An Advertiser’s Tracking Dream

When it comes to insights, as advertisers we are always left in the dark. However, Google has made our lives that much easier with their new conversion tracking.

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Google Ads Unveils Audience Sharing

Is this opt-in feature right for your business? Here are a few things to consider first.

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Digital Marketing and COVID-19

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Many clients are asking how to put forward the right message to their own customers during this heightened time. We’re here to offer some of our advice.

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Curating Content for Search Intent

Understanding your customer’s search intent will help you curate content to meet them where they are at in any stage of their research journey.

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Google Plans to Drop Third-Party Cookies

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Google's Cookie announcement has caused panic for some digital marketers, but there are alternative solutions we can still use.

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Google’s Latest Featured Snippet Change

Google announced that they would stop duplicating websites used in featured snippets on their SERP.

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The Risks of Ignoring the Drupal 9 Update

The migration to Drupal 9 will be crucial for your website's functionality and security. Ignoring it can cause potential issues for both your business and customers. 

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Google’s Newest Local Algorithm Update: What You Need To Know

The latest Google local search algorithm update, known as "Google Possum" changes how your business appears in local search. Here's what you need to know.

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Starting off 2020 with a Google Core Update

Google has thrown a core update at us again. We’ll answer what the January 2020 core update means for your website and how to can prepare for the next one.

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What You Need to Know About Upgrading to Drupal 9

Deciding when you should upgrade to Drupal 9 boils down to the timeline, and ease of transition. Let's take a look at your Drupal upgrade options.

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Spotify Podcast Ads Now Track Impressions & More

Spotify podcast ads powered by Streaming Ad Insertion provide the podcast advertising market more data-driven insights for their ads and investment.

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Preparing for Drupal 9

There’s a lot of hype in the right now about the upcoming release of Drupal 9 in 2020. With any major Drupal update, there come questions about how it will affect websites.

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How are Search Engine Results Ranked?

Do you know how search results are categorized? Most people don't.

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The Google BERT Update: What Does This Mean?

Google just released the BERT update, the biggest change in almost five years. Here is how Google BERT will affect your SEO and content.

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Is It Time to Reevaluate Your B2B Marketing Strategy?

Just like the vehicle you drive every day, your B2B digital marketing strategy needs regular maintenance too.

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The 6 Most Important Reports in Google Analytics

Want to learn how to improve your website? These important Google Analytics reports can tell you what’s working, and what needs improvement. Read more!

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The True Value of Your B2B Website

Your B2B website is more than just an online brochure - It’s one of the most valuable weapons in your marketing arsenal and plays a critical role in the prospect’s first impression of your business.

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Is B2B the same as B2C?

If you're thinking you can sell to your B2B customers using B2C methods, there are some big differences between the two that you should consider first.

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How to Optimize Your PPC Campaigns for Voice Search

Voice search is the new norm for smartphones and home devices. Discover a few simple steps for how to optimize your PPC campaigns for voice searches.

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Leveraging Cross-Device Tracking as a B2B Business

How do we stay in front of buyers as they go from device to device? Easy! We use those ads that "follow" people around.

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Improving Your Local SEO 

Global search engine optimization is important, but as the number of mobile searches continue to rise, being found online locally has become just as important.

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Google E-A-T and Its Role in Creating a Healthy Website

From a high-level, Google E-A-T is an SEO guideline based on Google’s Quality Rater Guidelines which are used by people to assign quality scores to search results.

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What to do When Your SEO Isn’t Working

We have the insight and expertise for what to do if your website isn’t ranking for a keyword, if your site is indexed but not ranking, or if your website isn’t showing up when searched online.

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7 PPC (Pay-Per-Click) Mistakes to Avoid

Search engine marketing can be an incredible addition to your advertising arsenal. Learn about the seven deadly sins when it comes to PPC and how to avoid them.

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Landing Those Google Reviews

When was the last time you Googled your business? What kind of reviews did you have, and how many?

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Industrial Content Marketing for Manufacturers

Reach your B2B Manufacturing audience in the right place at the right time with these 3 simple steps to better industrial content marketing.

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Developing Your Manufacturing Buyer Personas

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Manufacturing buyer personas can illuminate who your buyers are, the situations they are faced with, and most importantly what goals your buyers are attempting to accomplish.

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How Long Does It Really Take to Write Content For Your New Website?

Writing the content for your new website is a big undertaking. Avoid rushed content and project delays by mapping out your timeline.

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A Rising Tide Lifts All Boats

We talk a lot about what our Core Values are at Top Floor and how they affect the way we do our jobs. These values are the center of our work day-to-day and ultimately shape our company culture.

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How To Improve Your Bank’s Local SEO

Financial customers are favoring convenience over loyalty. Focusing on your bank's local SEO will help get you to the top when users are searching for "Banks near me".

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Writing a Great Website RFP

A well-written Request For Proposal clearly defines what your business needs are in detail. Maximize your responses by following this RFP layout.

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8 KPIs Your Financial Institution Should Be Using To Track Marketing Efforts

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The number one burning question in the financial marketing industry is "How do I track my ROI?". Here are 8 metrics your institution can start with.

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How to Score a Featured Snippet

You may find yourself asking “How do I get a featured snippet?" Well, you are asking yourself the wrong question completely. Check out what you should do to earn that featured snippet.

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Web Design and SEO: When, Where, and How to Bring SEO into Your Next Website Project

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Setting up a website for success in search requires early integration of web design and SEO. Here are our top SEO website design tips every brand should be paying attention to.

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Is Your Company Ready for Question-Based Search Queries?

Capturing users during their research phase using informative content is a great way to get your business in front of prospects early on. Read more on how question-based search queries can help.

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How to Reach the Next Generation of Manufacturing Employees

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If you're a manufacturer facing the industry skills gap, it might be time to rethink your recruitment strategy. Leverage these digital marketing tactics to pursue new talent.

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How to Marie Kondo Your Google Analytics

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Learn the secrets of how to get clean Google Analytics data by following Marie Kondo’s example and tidy up your account by organizing and purging useless data to spark joy once again.

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Using Demographic Targeting to Reach the Right People

Reaching the right audience for your marketing campaign is crucial to generating any kind of success. Read more to get all the info on demographic targeting.

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Using Landing Pages to Generate Leads for Manufacturing

When done well, your landing page can be one of the hardest working marketing tools you have, especially for manufacturers.

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Is Google Ads Right for My Business?

Advertising with Google seems essential in the current competitive landscape but is it right for your business? Let us answer that for you and provide some insights into getting started with Google Ad

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Top Floor Adds Three New Owners

Top Floor announces the addition of three managing members to the agency’s ownership.

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How To Identify Your Perfect PPC Target Audience

Is “how do I find my ideal customer?” a question you ask yourself as you run your PPC campaign? These targeting options will help you identify your perfect PPC target audience.

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20 Questions to Ask Before Selecting Your Web Designer

Your web partner will play a critical role in your website's success. Asking the right questions during your selection process can make a big difference in your investment.

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Using Ad Customizers In Google Ads For Improved Performance

Ad Customizers are a great way to improve key metrics like CTR and CPC. Using ad customizers in ad copy is a great way to make your ad stand out.

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Is Your Website ADA Compliant?

Having an accessible website is a growing concern with businesses everywhere. Here's a quick checklist to get you started with your own website compliance audit.

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Digital Marketing Trends Part 3: Video and Augmented Reality

2019 means quick, visual, and personalized content. Video and Augmented Reality are just the cherry on top for 2019 marketing trends.

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2019 Digital Marketing Trends Part 2: Personalized Marketing – It’s All About Me

2019 is all about personalized marketing. This concept can be hard to navigate, but once you work out the kinks, you’ll see why it works.

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Understanding the Index Coverage Report

Google Search Console’s refreshed Index Coverage Report breaks down indexation issues and errors in more detail than ever before. Here’s what to look out for.

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2019 Digital Marketing Trends PART 1: How We’re Searching

In this 3 part series, I will be unveiling what businesses should be ready for as we gear up for 2019.

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The State of PPC in 2018

Keeping up with the ever-changing digital marketing opportunities is part of who we are at Top Floor. Part of knowing what is changing is also knowing how the PPC community views these changes

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Top Floor Ranked 18th Largest Agency in Milwaukee

Recently the Milwaukee Business Journal ranked Top Floor 18th largest Milwaukee-area advertising agency. We are thrilled and honored to be apart of the list.

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Top 5 Reasons Why Your B2B Content Strategy is Failing

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When it comes to content marketing, there are five common critical mistakes businesses are making that’s causing their B2B content strategy to fail.

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6 Handy Google Analytics Reports

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If we’re not rooted in our Google Analytics every day, the data is overwhelming. With the small amount of time marketers have to review their analytics, here are some helpful Google Analytic reports.

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Results & Tracking Your Marketing Efforts

When a marketing campaign has wrapped, your company will want to see the results of their efforts. Learn more about how to approach tracking your results.

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A Search Marketing Only Approach

Creating content is critical for your website but without a search marketing strategy how will your company get noticed? Learn where to start when implementing a search marketing campaign.

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Marketing Produces More Than Just Lead Generation

You can invest time laying out the logical case of why marketing is vital to your company, but there are those who still doubt it's effectiveness. Learn the upside to effective marketing efforts. .

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Putting Together Your Digital Strategy

Creating a digital marketing strategy can be daunting if you are unsure where to begin. Learn where you should start when constructing a digital marketing strategy.

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3 Ways To Use SEO Skills To Improve Your PPC

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Learn how to apply your SEO knowledge to PPC campaigns to see a higher return.

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More Big Changes From Google: A Complete Advertising Product Rebrand Is Happening This Month

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Google is rebranding their lineup of advertising products to better align with their current capabilities. Learn how these changes will affect the way you advertise on the Google network.

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Are You GDPR Compliant? Find Out What You Need to Know!

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As you have probably heard by now, the EU’s General Data Protection Regulation (GDPR) will come into force on May 25th.  What's GDPR you say?

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Page Load Speed Will Influence Search Result Rankings Starting in July

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Google’s “Speed Update” for Mobile-first indexing is only a couple of months away, and page speed WILL be a ranking factor across mobile AND desktop devices.

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Redesigning Your Website With SEO In Mind

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Are you or your company going through a big website redesign or overhaul? In this post we talk about the do’s and don’ts of going through a big website redesign with SEO in mind.

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Which (Digital) Marketing Strategy is MOST Effective?

What is the most effective marketing strategy? In digital marketing, using search engine marketing, social media, and content marketing are some of the most effective tools.

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GDPR. What’s that?

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The EU’s General Data Protection Regulation (GDPR) will go into effect on May 25th of this year.  We've created this "CliffsNotes" version to help you prepare for the upcoming regulation.

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7 Marketing Trends for 2018 That B2B Marketers Need To Understand

A lot is changing in 2018 for B2B marketers, be ready for the changes now with these 7 trends.

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Google is Shifting to a Mobile-First Index. Is Your Business Ready?

Last month, Google announced a major change to the way its search index will rank sites: it will go mobile-first.

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SEO for Manufacturing Companies: The 5 BIGGEST Reasons to Invest!

For manufacturing companies, the recent influx of competitive industry players, technological advancements and marketing investments have made SEO for manufacturing companies critically important.

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It’s a Mobile World: Preparing for Google’s Mobile-first Indexing

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It shouldn't be surprising that Google has been experimenting with mobile-first indexing for over a year now.  They have made it clear in the past that having a mobile-friendly site is something...

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The 5 Most Important Questions to Ask About Your Digital Marketing Strategy in 2018

As you're planning your digital marketing strategy for 2018, there are some important questions you should be asking yourself. This blog post will break those questions down and offer some...

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8 Ways to Ensure Business Success Through Strong Digital Presence

Are your website and marketing efforts working for you? We've compiled an expert roundup of eight tips to guide your digital transformation to success.

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Taking Recruitment to the Next Level

Finding the right candidate is tricky to say the least. Not only does the candidate need the right certifications, experience, and educational level, but on top of that you have to find someone...

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3 Content Strategies to Put Your Desired Audience Within Reach

You've probably heard it over and over, that your content marketing strategy is becoming ever more crucial to your brand's success. This means that with the right content, you can achieve the...

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Digital Marketing and Trade Shows: A Guide for Success

The term digital marketing incorporates a whole host of marketing tactics including websites, social media, and content marketing. In Google's study of B2B marketing, they found that eight of the...

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Trade Shows: What You Need to Know

Investing in a trade show isn't cheap! In fact, it's often the most expensive item in a B2B marketing budget. First, you have the booth rental space, sponsorships to consider, booth signage...

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Tips for Following Up Strong During and Post Trade Show

Using any or all of the digital marketing techniques outlined here will increase your returns on your trade show investment.

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Be the Shiny Red Apple of Google Search with SEO

You hear this all over marketing & advertising articles, your marketing director uses this phrase all the time, but you're not quite sure what it means or don't see the value in spending more time...

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How to Strategize your Design and Content Marketing

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When it comes to design and content marketing, the "chicken and the egg" debate often comes up. In what situation is it necessary to have a solid design strategy before you can put forth any...

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HTTPS Now Essential

Browsers to warn users that connections are not secure if you continue to use the unencrypted HTTP protocol on your website.It should come as no surprise to anyone that the main players...

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Ask These Five Questions to Create Killer Buyer Personas

To effectively market your company, you have to start by understanding your audience. So how do we go about doing that? Marketers start by creating a Buyer Persona, or an archetype, of your typical...

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The Many Faces of Content Marketing

Failing to diversify proves to be one of the most common marketing mistakes made when it comes to content and inbound marketing. Many organizations place all of their eggs into one basket...

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PPC & SEO: Friends or Foes?

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There is a long running debate between digital marketing specialists about "which is better", PPC or SEO. You can find countless articles on the subject comparing and contrasting the two, weighing...

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Perfectly Curating the B2B “Buyers Voyage” Through Content Marketing & SEO

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Before information could be accessed online, the buyer's voyage was often sales driven, with a skilled professional relaying product or service information to their prospective purchaser. Today...

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Measuring Digital Marketing Success: Choosing The Right Metrics

Without the proper context, data can be used to support or refute any position. So at the end of the day, how do you know that your digital marketing efforts have been successful?

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Everything I Know About Digital Marketing I Learned from my Dad

There is something special about the Dads in our world. They are there to lay down the law when Mom's word isn't really what you want to hear. They are there to cheer on their family in the good...

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Content Marketing in 2017: The Challenge of Standing Out

One of the most difficult tasks marketers and business owners alike are facing in 2017 is how to stand out in an ever-increasing amount of internet clutter, as digital advertising becomes...

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DrupalCon 2017: An Overview

In April, one of our developers, Tony, traveled to Baltimore for DrupalCon 2017. Tony specializes in the development of the Drupal sites we build here at Top Floor and he is always invested in...

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Webinar Highlight: Paid Search 101

At Top Floor, we believe that continued education is incredibly important, which is why we're always planning and expanding our webinar series. We understand that workdays are busy, and it's hard...

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Webinar Highlight: Website Planning: Defining Your Goals & Needs

At Top Floor, we believe that continued education is incredibly important, which is why we're always planning and expanding our webinar series. We understand that workdays are busy, and it's hard...

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5 Basic Questions You Should Be Asking About Your Website

Do you have a responsive website? More than 50% of all searches were done on mobile devices last year. With an increasing amount of web traffic coming in from different sources, it is essential...

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Webinar Highlight: The Importance of a Digital Strategy

At Top Floor, we believe that continued education is incredibly important, which is why we're always planning and expanding our webinar series. We understand that work days are busy, and it's hard...

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All Around Marketing

With the advent of digital marketing the term "In-bound" marketing has become popular in describing how "Content Marketing" works. However, there is some debate about exactly what is considered...

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6 Trade Show Do’s You Should Know About

February was a busy month for our marketing team here at Top Floor. It included sponsorships at two major tradeshows in the Greater-Milwaukee area...

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Is Tabbed Content Hurting Your Website’s SEO?

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Google previously saw tabbed content as "hidden" content. The algorithms they had in place identified that hiding content (including content that was accessible and visible under tabs) was...

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SEO Strategy in 2017: Let Me Google That

In your every day life, how many times do you think, "Oh, I'll just Google it"? Probably a lot, right? Well, you're not alone. According to the Content Marketing Institute, 93% of online...

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Oh… That Was A Link?

One main goal of a successful website is to lead users throughout the site, informing them about the services or products it offers. If the path of the website is clearly laid out, it will be easy...

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Top Floor Volunteers to Help Fight Hunger with Feeding America

We're inching closer to Christmas every day, and the team at Top Floor is really feeling the spirit. Involvement in the community is a very important part of our culture, and we were proud to...

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The Need for Sales & Marketing Alignment Within an Organization

Despite the fact that 80% of businesses recognize the benefits of greater alignment between sales and marketing, most (60%) aren't unifying their divisions - so says a new report from recruiter...

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What Does Content Marketing Have to Do With SEO Anyway?

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In successful digital strategies, content marketing and SEO are integrated efforts. While there are certainly differentiating factors in both disciplines, there is also a lot of overlap.  While SEO...

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Product Page Meta Data Creation for In-House Merchandisers

Creating impactful meta data such as title tags and meta descriptions can be intimidating for ecommerce websites, especially if there are thousands of products in their inventory. It might seem...

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Q4: A Time For the Holidays and Preparing your B2B Digital Marketing Plan

The fourth quarter of the year is a really big deal in B2C retail circles with Black Friday, Cyber Monday and all that goes with the December Holidays. The general thought is that it is not so much...

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The Importance Of A Digital Strategy

A digital marketing plan is an essential tool for your business. Developing a digital marketing plan will help you identify what makes your business unique and how to get your message out to your...

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Winter Is Coming, So Are Expanded Text Ads

Back in May, Google introduced an entirely new way their search ads are laid out. Rather than the traditional 25 character headline with two, 35-character description lines, we now have two...

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How to Get Your Boss Invested in Digital Marketing

Many of us in marketing can often be frustrated with the lack of support we get from management or ownership. We are aware of how much the Internet and advances in technology are complicating...

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38 Questions to Build Your Digital Marketing Strategy

Putting together a marketing plan is a challenge most businesses struggle with. The key to creating a winning digital marketing plan is to start by asking the right questions. Before you can define...

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Benefits of Dynamic Search Ads

Dynamic Search Ads (DSAs) are text ads that function just like any-other keyword-based text ad in your account. Google will match user searches with relevant information it collects from a scan of...

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The Importance Of Imagery On Your Website

We are all visual creatures and we can process visual information almost instantly. Imagery can be a powerful way to capture your audience, as well as differentiate your product from the...

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Create Content That Generates Leads

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Content marketing is the new digital advertising. Your target audience is tired of ads. They want something more challenging, interesting, and worthwhile. You want to present content that will make...

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5 Things Your Boss Should Know About SEO

Search engine optimization has progressed exponentially in the last decade and has become a staple in marketing efforts everywhere. If you're doing in-house marketing in any capacity, you've likely...

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How Conversion-Centric Design Elevated Results for Arlington Plating

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Elevating results is more than just a tagline to us - it's what we do every day. Our latest client taking their marketing program to the next level is Arlington Plating. By leveraging principles of...

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The First Pancake

You wake up, turn the stove on, prep the batter and get ready to make some mouth-watering breakfast. The wafting aroma of newborn pancakes and fresh blueberries fills the room. You choke on your..

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Marketing Mistake #3: Playing the Catch Up Game

Manufacturing lags behind many industries in evolving the way it appeals to its customers. Many a manufacturing CEO is rationalizing his or her dismal digital presence by saying: "Well...

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The Intelligent Content Conference: Unpacking Key Takeaways

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Last month, I went to the Content Marketing Instititute's Intelligent Content Conference, a three-day event geared at addressing the obstacles companies face dealing with large scale content.

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Mistake #9: Writing Marketing Off as Just Another Expense

80% of CEOs don't trust marketers. Yet 91% do trust CIOs and CFOs. This often stems from the fact that marketers are disconnected from the financial realities of the business. Higher click-through...

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B2B SEO: How to Leverage Your Customers to Improve Your Results

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Imagine this: You're a Sales Manager at a manufacturing company that designs and builds products for a highly competitive industry (sound familiar?). The product your company manufactures is...

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B2B Digital Marketing Trends: How Do You Stack Up?

The B2B sector has always been notorious for putting marketing efforts on the back-burner when compared to its consumer facing counterparts, especially in digital marketing. But this is quickly...

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Insights from Microsoft on the Impact of Voice Search

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I recently had the privilege to represent Top Floor at the 2016 Digital Summit hosted by Marquette University and Laughlin Constable. There were many great speakers, but I would have to say...

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Taking the Lead: Insight from 2016’s Manufacturing Matters Conference

Last week, several members of the Top Floor team attended at WMEP's annual Manufacturing Matters conference in Milwaukee, WI. This year's theme is one that really resonated with us: Taking the Lead.

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How C. H. Coakley Achieved Triple Digit Improvements in Conversion Rates

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Elevating results is more than just a tagline to us - it's what we do every day. Our latest client taking their marketing program to the next level is C.H. Coakley. Through strategic SEO and...

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No More Sidebar Search Ads? What the New AdWords Update Means to You

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Late last week, Google confirmed that it will stop showing ads on the right side of desktop search results and will only place ads at the top and/or bottom of the search results page. Some will say...

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Tap Into Sales for Content Creation

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Salespeople are an integral part of any organization. They generate leads, manage relationships, and help ensure the company continually generates revenue. They are also are on the front line with...

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Blogger’s Block Be Gone: 12 Ideas for Your Next Post

If you're a content marketer, you've probably experienced blogger's block at one point or another.  What do I write about?  What is even left to say?  Why is that blinking cursor taunting me?

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Don’t Spend Another Dollar on Marketing Until You Answer this Question

If the title of this blog grabbed your eye, you're probably thinking "this is a first -- a marketing agency telling me not to spend more money." But I stand by that statement. The biggest budget...

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7 Keys to Co-Creation: Our Takeaways from Last Week’s BMA Event

One of the ways that we "elevate results" for our team at Top Floor is by commuting to continuous education. To that end, our crew rolled into the BMA Milwaukee meeting 7 deep last week for a sold...

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The One Pizza Rule

Over the holidays. I finished reading the Challenger Customer by the CEB team, and it's packed with great insight on how B2B sales landscape is changing. One term that they threw out there that...

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Integrated Marketing: So Easy a Caveman Can Do It

Today's digital marketing domain consists of multiple specialized departments, from search engine optimization and paid search, to content development and social media, and everything in between...

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How Berntsen International Elevated Its Results with Bing Advertising

Elevating results is what we're all about at Top Floor, and we love to celebrate when our clients successfully take their marketing program to a new level. Our latest cause for champagne popping...

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5 New Years’ Resolutions for Marketers

Time to ring in another year! If you're the resolution type, you might be mustering the willpower to hit the gym or say no to the last of the Christmas cookies. But what about your marketing...

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5 Things We Love About Drupal 8

Last month, the Drupal project released the biggest update ever to their content management platform - and we're eager to put the new features to work elevating results for our clients! Our team is...

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Creating Compelling Content for Manufacturing and Industrial Websites

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Content, especially for industrial and manufacturing websites, is incredibly important. It informs users and search engines about the technical topics typically found in your industry...

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Adding A Rep or Dealer Locator To Your Website

If your primary sales channel is a network of dealers or reps selling your products, your website needs to make these dealers as easy to find as possible. That's where the dealer locator comes in.

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Wireframe Your New Site For Success

Whether you're a business owner, marketing manager or SEO specialist, it's important to understand how wire-frames for a new website can impact its success and profitability. Below, we'll breakdown...

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We’re All Story Tellers – Blame It On Our DNA

As evidenced by prehistoric humans in caves in France, we are compelled to tell our stories. It's just a part of what makes us humans. Some suggest that the ancient paintings of the Lascaux Caves...

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PPC Keyword Match Types Explained

Whether you use AdWords or BingAds (hopefully both), there are several ways you can present your keywords to search engines called "match types". Learn the different types and how to use them.

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How to Use PPC to Recruit Top Talent

Companies that use employment recruiting websites are familiar with the phrase "post and pray," which refers to placing a job on an employment recruiting website and hoping that a qualified...

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Measuring The Impact Of Google’s Mobile Algorithm On Your Site

Google's mobile algorithm update is coming on April 21st and if you have a non-mobile-friendly site, you may have a fair amount of anxiety.Here are two reports you can use to assess its impact.

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Segmenting Data in AdWords

Google AdWords already gives PPC advertisers a ton of data that we can use to optimize our accounts. Paid search advertisers always have the option to segment that data into very specific views to...

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Stakeholder Communication is the Key to Search Marketing Success

When you are responsible for managing a search marketing campaign it's absolutely essential that you establish regular, effective communication with your key stakeholders. It keeps everyone...

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7 Tips For A New Website Launch

"If you build it they will come." The line worked for Kevin Costner in Field of Dreams but relying on that phrase off the set can prove to be disastrous when it comes to launching a new website.

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PPC As A Prospecting Tool

Pay-per-click advertising ("PPC") is the perfect prospecting tool. If you have done foundational work in terms of developing a persona matrix, then you may desire to bring your products and...

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Is Your Site Optimized or Just Friendly

Most marketers recognize that being found on search engines is important. However, what many do not understand is the difference between having a site that is professionally optimized for search...

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The Dark Side of SEO

This is an oversimplification of the tactics, written for the business owner. The search marketing industry is constantly evolving. Search engines have become an integral part of our lives, a...

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5 Google Analytics Metrics You Should Monitor Like A Hawk

Google Analytics is a wonderful (free) tool that allows webmasters to track the performance of their website and digital marketing efforts like Google AdWords or E-mail campaigns. However...

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Top 3 Reasons Your Website Should Be Responsive

Unlike some changes in digital marketing, RWD (Responsive Web Design) is far from last year's news! Responsive design reformats your website pages based on the mobile device that your visitors are...

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Remarketing 101

You've visited a site and now their ads are popping up on other sites you visit. They are remarketing to you, find out what that means and how you can remarket too.

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The Best Reason Yet To Make Your Website Responsive

Many people have been telling website owners that they should consider making their website responsive, which means that the website can change its display configuration based on the device in...

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Create Mobile PPC Campaigns That Rock

Mobile usage in search marketing is on the rise with no signs of slowing down. There is no excuse for paid search marketers to be ignoring this channel in their accounts. Mobile PPC campaigns need...

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What Does A Solid Marketing Strategy Look Like?

If you are like most business owners, CEO's, and sales reps - you want to see "more quality leads" from your marketing investments. A solid marketing strategy will do that. At the same time, it...

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Does Your Marketing Partner Understand Your Business?

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Search marketing companies often brag about providing you keywords with number one rankings or bringing in more search traffic for your website. Certainly those are important aspects of search...

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New vs. Returning Visits Showdown

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Before I get into the nitty gritty details, I want to make sure that you have a Google Analytics account and have the analytics code implemented on your website. If not, then check out Getting...

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Assisted Conversions: Understanding Secondary Benefits of Marketing Initiatives

Think of the last high cost item you purchased. Did you know exactly what you were looking for? Did you buy it as soon as you saw it? Or did you search through multiple websites and stores to see...

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How To Beat Your Competitors At PPC

When it comes to online advertising, one of the top points of frustration for clients and prospects is the visibility of their chief competitors. Whether the performance of other advertisers in the...

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Top 3 Benefits of Combining SEO and PPC

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There is a lot of controversy about whether organic or paid digital marketing channels provide the best return for businesses. This debate continues even within the search marketing community, and...

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Conversion Tracking Within Google AdWords

With the recent changes to popular naming conventions within AdWords, as well as the updates to the methods used for measuring conversions themselves, I thought a fresh look at the way we measure...

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Google Pulling Paid Search Keyword Data From Analytics

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According to this report posted by Search Engine Land, several sources are reporting that Google is going to stop passing paid search keyword data to analytics, replacing it with the dreaded...

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SEO Versus Engagement Metrics: Correlation or Causation?

Recently, one of the SEO specialists here at Top Floor pointed out that he was seeing a correlation between engagement metrics, specifically Average Visit Duration, and SEO success. That is...

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Content Marketing: A Mindset for Strategic Marketing

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In 2014, investing in a cohesive content marketing strategy is essential to your overall marketing strategy. According to "B2B Content Marketing: Benchmarks, Budgets and Trends-North America," 78%...

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Hummingbird & the Changing Face of Google’s SERP

In late August, Google launched Hummingbird, one of its most aggressive changes since the company released Caffeine in 2010.  Unlike Panda and Penguin -- which have gotten a great deal of press...

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Organic Keywords Not Provided In Google Analytics

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In 2011, Google began to restrict the keyword data they report through Google Analytics. This meant that when a user performed a search while logged into a Google account, Google withheld...

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