|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
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
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
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.