WRL think. create.design. + search engine optimization (SEO)

what's in it for you? positive results.

Using Title Tags to Define Your Website

It’s probably safe to say anyone with a computer has “googled” something in search of a website for information. From finding a local restaurant’s phone number to determining a definition of a word, using search engines is quick and easy and quite frankly a big reason the world has gone digital. The words being searched or “googled” will present a list of options, which often consist of websites – sometimes ads – that reference the originally searched words. That’s where title tags are important. Title tags are keywords websites use to tell Google (or Yahoo or Bing) which websites to include in the search results.

In the below snippet, the terms “title tags” were “googled”, and this website – a great informative source on the subject – is an example of one of several sites that turned up in the list of options or search engine results.


How to choose good keywords?

All businesses want their websites to turn up at the top of search engine results because it’s how customers find websites and ultimately drive conversions. In order to make sure a company website is being “found” or is “searchable”, it is necessary to choose good keywords that define the site.

Each webpage should have a topic that can be summed up in two to four words, which can be used as the keywords. These few words are essential to a web page because they show a focused topic, which ultimately generates good search results. So when creating a title tag for a website, summarize the web page into a few descriptive keywords.

Identifying keywords and developing website content that makes a website searchable is an important function of what WRL’s SEO (Search Engine Optimization) specialists do. All SEO efforts are constantly in competition with other companies’ efforts to get higher recognition in search engine results. Thus, our marketing experts keep on top of Google Analytics to use it as a tool to efficiently measure your performance.

Title tags and keywords are the basics of SEO, and there are many more layers that get even more technical, so if it’s overwhelming, fear not, WRL can help find the optimal solution for you. For more information about keywords, title tags and SEO services, visit wrladv.com or call 330.493.8866.

Why WordPress Makes Sense for Your Business

CMS concept image with technology icons and copyspace

Your website is your primary marketing tool. It’s the public face you show the world and for many businesses, it’s the primary point of contact for customers.

Every modern website is created using some form of content management system (CMS). When picking a CMS to build your site, the most important question to answer is, do you choose a proprietary or open-source system?

Both function and features of competing systems may seem the same, but there are critical differences between open-source systems versus proprietary ones.

WordPress is now used by 59% of all sites that use content management systems – that’s over 26% of all websites.


The threat of hackers is real and ever-present and online security is a constantly evolving game. A site that was secure last week may be open to a newly discovered vulnerability this week. With the right setup and correctly implemented security features, WordPress can be made highly secure. In addition, WordPress security features are updated more frequently than those of competing proprietary systems.


One of the core features of WordPress is plugins. With plugins, you can easily add advanced features to your site to expand your Web page’s capabilities. Want to add ecommerce or multilingual support? WordPress makes these features easier to implement. There are thousands of plugins available to enhance your site overall.


With automatic code and multiple SEO plugins, WordPress puts you ahead of the curve by doing many otherwise complicated SEO tasks for you. WordPress allows you to use meta tags for each page, post and image, thus allowing for fine-tuned, precise search engine optimization.


Relationships change. Agencies are bought and dissolved; companies go out of business, management changes and want to go in a different direction. These are the realities of modern business. If you’re using a proprietary CMS, you’re “married” to the provider in no uncertain terms. If they stop operating or if you want to pursue a relationship with another agency or vendor, you’ll be saddled with the cost of recreating your entire site with another system.

WordPress offers a tremendous amount of power, security and flexibility. That’s why we use it for our sites, to give our clients the best online presence, functionality and features possible. WRL has a dedicated web team with specialists in security, SEO, and front end development.

Contact us to learn what we can do for you.


Google Analytics and the Big Picture

A businessman using a mobile phone to check stock market data.

By Bob Isenberg

Although I’ve come to advertising from the creative point of view, I’ve always had a strong need to understand the way the various advertising channels work in unison to create effective campaigns. By understanding how all of these pieces work together, it allows me to become a better project manager and strategist for our clients as well as a better communicator with the many specialists within WRL. I get a glimpse of their capabilities and thought processes and, along with all these pieces, I am able to see the big picture.

To be great at something like SEO and SEM, one has to work at it on a daily basis.  For that, we have specialists such as Nathan Kappel. He dedicates every day to maintaining up-to-date knowledge of the latest trends and online marketing tactics. Unfortunately, with my other pressing duties, I’m unable to dedicate the kind of effort necessary for that role. However, with a firm knowledge of Google Analytics’ processes, I can understand how the data is collected, filtered and tracked, and what the tactics are for setting up goals, funnels and conversions.

Adding to your knowledge base on a regular basis is important to remain engaged and energized in your career. This is crucial when you are in an industry like advertising that is constantly evolving at a staggering rate, and I expect this trend to continue or possibly accelerate now and into the future. After decades in this business, I’ve gained perspective and see those people who are swallowed by change, but I also see those who jump on board, excited to discover where they are headed. WRL is all hands-on-deck when it comes to continually advancing, and together, we can create the big picture for you.