Why You Should Know: Wpromote Thomas Giacobbi, DDS, FAGD, Editorial Director, Dentaltown Magazine

by Thomas Giacobbi, DDS, FAGD, Editorial Director, Dentaltown Magazine

Meet Mike Mothner, the founder and CEO of W Promote, a full-service online marketing firm that serves about 2,000 clients across the world but mostly in the U.S., ranging from small local businesses all the way to Fortune 500 companies.

Who was your first client?
Mothner: Our first client that we helped with SEO and online marketing was a fingerprinting company, for people who need to get security clearance.

How did you come up with the name Wpromote?
Mothner: I was really into computers at the age of 15. I wrote a piece of software and I started buying domain names and helping people launch their Web sites in the late 90s. I came up with the concept of the service and I needed to think of a name. I happened to look down my list of dot com names that I owned and I saw Wpromote. I thought that is kind of short and easy to remember and W is kind of from World Wide Web. I wish I had a better, more romanticized answer.

Search engine optimization (SEO) is the core of your business. How would you say this has become more sophisticated?
Mothner: The core is organic search engine optimization. Helping Web sites have better content, more authority; and then search engine marketing and pay per click is the active advertising. That probably composes about half to two-thirds of our business now. In the past decade the SEO industry has gone from where you just needed to show up with text on your Web site to now where we are in a competitive, mature industry with a lot going on.

There has been a lot of talk lately about Google's decision to discontinue posting third-party reviews on its Places pages. What are your thoughts on that?
Mothner: At the end of the day Google wants to be the source. Their thinking is it is a less "spammy" environment if they control the content. They got people involved in the beginning when they didn't really have any reviews. There are definitely positive and negatives to it. I personally believe Google does care about the user and the honesty and integrity of the reviews.

What I would consider the three main search engines are Google, Bing and Yahoo. How would you characterize those three?
Mothner: I think it is very easy to fall into the trap of, "I only use Google." The bottom line is that the combination of Yahoo and Bing basically are all powered by Bing. It is three properties but you are only dealing with two venues in which to focus SEO efforts as well as search efforts. If you have a relatively limited budget and you're not going to have enough to cover everything, your first dollars are going to be better spent in Bing or Yahoo.

How frequently does a dental office need to add fresh content to its Web site, Facebook page, etc.?
Mothner: In the realm of a dentist office there is not much that changes. I have my services, I have my bio, I have the relevant information and it is not like that changes very often so it can be a challenge. From an SEO perspective we are adding content for Google not necessarily for the user so if you are a client of ours and we are adding five pages of content a month and we are picking key words and creating the content, etc. That has a quality benefit. It should be ongoing – that's the key. The better way to have a more natural growth of content on the site is to have a blog on your site. You don't have to really think about it from an SEO perspective, you just have to be routine about it. I can post a link to another article. I can post something about the happenings in the local town or schools. It can be more about updates for patients on things to do in the community. It doesn't always have to be about teeth.

For more information, visit www.wpromote.com.
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