Google Mobilegeddon: Truths vs. Myths

There has been a plethora of e-mails, warnings and alerts about the big change that Google is implementing tomorrow in regards to mobile-friendly websites and how rankings will be impacted.

Some of these messages have distressing warnings about losing your Google page ranking unless you have a mobile-friendly website.  Others warn you will never be found again unless you immediately create a mobile-friendly site.

Keep in mind, there are two different search results that Google generates.  One set of search results is returned for people searching on desktops, laptops and tablets.  Another set of search results is returned for people using their smartphones to search.

This change in search algorithm only impacts the mobile search results.

The Google Mobile change only impacts the organic search results returned when someone searches on a smartphone.

The Google Mobile change only impacts the organic search results returned when someone searches on a smartphone.

Here’s the straight scoop as posted by Google and other SEO experts.

  1. The change will only impact rankings for the organic results displayed for mobile searches. In other words, people who are using their smartphones to search may now get different results in the organic area of search results.In JanSan, approximately 85% of searches are done on desktops, laptops, or tablets … not smartphones.
  2. People searching on desktops, laptops, or tablets will receive non-mobile search results which are not impacted by the new algorithm.

  3. The “Local Maps” area (or local pack) on the mobile search results also will NOT be affected. If you have a high ranking in this area of search results, you will not fall off the rankings.
  4. The only area that might be impacted is the organic area of mobile search results. Keep in mind that the competition for search results for “janitorial supplies” is not as heated as for, say, pizza or movie theaters.In other words, even if your website is not mobile-friendly, you may not see a change in your rankings in this area, as well.

Additionally, there are other factors involved with rankings, such as content and strategic use of various optimization tools.  It has yet to be determined how Google will weight a mobile-friendly site vs. great content and optimization.

Below is a chart showing what search results will be impacted by the new Google Mobile algorithm if your website is not considered “Mobile-Friendly” by Google:

Device Used for Search Local Map / Local Pack
Ranking Impacted?
Organic / 10 Blue Link
Ranking Impacted?
   Desktop Computers No No
   Laptop Computers No No
   Tablets No No
   Kindle/Nook No No
   Smartphones No Yes

That said, If you are interested in having a mobile-friendly website, we are more than happy to build one for you. Keep in mind, however, that to create a fully responsive website, it requires additional time and formatting. This, of course, adds cost to the website build.

For the JanSan industry, we suggest waiting to see how this change takes effect and if it even impacts you before spending marketing dollars in a website re-design.

Interested in hearing more? Give us a call at 630-922-1125 or send us an email at

> Read “Google’s Mobile-Friendly Algo: Everything You Need to Know”
> Read “Google’s Mobile Friendly Algo Will Only Affect the “Ten Blue Links”
> Read “Google’s Mobile Ranking Signal Does Not Affect Desktop Searches”

Content Marketing Takes Front Seat In 2014

content-is-kingYour mantra for 2014 should be “help, not hype” as you build meaningful content on your website and in your marketing activities.

We’ve said this for years .. there has been a  sea change in the sales process and marketing strategies due to technology.

Customers don’t want to be “sold” anymore.  They want to have significant information about how products solve their particular problems and meet their facility needs. After the information gathering, they “sell themselves” on a supplier and/or product.

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JanSan Distributor Monthly Marketing Program Launched

Turn-Key Monthly JanSan Marketing launches our JanSan Distributor Monthly Marketing Program!

It is an easy, affordable, automatic way for janitorial supply distributors to stay in front of customers and prospects with both electronic and physical marketing materials.

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Do You Have A Phantom JanSan Website?


This gallery contains 1 photo.

When visitors land on your website’s home page, they should feel like they are being welcomed through the front door of your business.  Once people have crossed the website-door threshold, you want them to wander through your site, much like … Continue reading

Is the 20th Time the Charm in Janitorial Supply Marketing?

Thomas Smith's "Successful Advertising"

Thomas Smith’s “Successful Advertising” first expressed the theory of frequency effectiveness in advertising.

I am often asked, “What is the optimum number of times someone needs to see my ad to make it stick?”

In short, there is no one, quick, easy, and accurate answer to that question.  Each market segment is different, each geographic area is different, and each of your customers is different.  A message that may impact one prospect as it directly relates to a situation they are currently dealing with may be quickly tossed aside by another one.

And, of course, the message and its delivery also come into play when trying to make a firm impression.  Today’s prospect wants to be educated, not sold.  Companies that engage in content-rich, educational marketing have a better chance of cutting through the clutter and staying top-of-mind.

So what does that mean for janitorial and maintenance supply marketing?  Provide education with your advertising.  For example, don’t just promote the product that is effective in killing bed bugs … discuss recent studies that show the actual increase in bed bug infestation in various types of venues, such as nursing homes, offices, and restaurants.

When I was studying advertising in college, the standard “three time exposure” was accepted as the optimum number of exposures before your message was “received.”  It was a theory created by Herbert Krugman  in the 1970s, and theorized that the first exposure to an ad elicited a  “What is it?” response.  The second exposure elicits a “What of it?” reaction with the third exposure creating the true reminder of the message and committing it to memory.

With the bombardment of messages today, through many different mediums, I find myself re-visitng a  proposition put forth by a British businessman, Thomas Smith.   In his guide, “Successful Advertising he claims it takes 20 exposures to a message:

1st Exposure – The first time people look at any given ad, they don’t even see it.
2nd  They don’t notice it.
3rd  They are aware that it is there.
4th –  They have a fleeting sense that they’ve seen it somewhere before.
5th –  They actually read the ad.
6th They thumb their nose at it.
7th They start to get a little irritated with it.
8thThey start to think, “Here’s that confounded ad again.”
9th They start to wonder if they’re missing out on something.
10th They ask their friends and neighbors if they’ve tried it.
11th They wonder how the company is paying for all these ads.
12th They start to think that it must be a good product.
13th They start to feel the product has value.
14th They start to remember wanting a product like this for a long time.
15th –  They start to yearn for it because they can’t afford to buy it.
16th –  They accept the fact that they will buy it sometime in the future.
17th –  They make a note to buy the product.
18th They curse their poverty for not allowing them to buy this product.
19th They count their money very carefully.
And the twentieth time prospects see the ad, they buy the product.

Interestingly enough, Smith proposed this frequency effectiveness model in 1885 … long before the internet, smart phones, websites and blogs.

In the JanSan industry, I think there is a happy “sweet spot” in-between the widely-accepted Krugman model and the remarkably insightful Smith model for impressing your message.

The real key is to have consistency, professionalism, accuracy, and content in your marketing activities.

Keyword Reality in JanSan Marketing

Keywords in JanSan MarketingI’m sure you’ve heard it at least once a day … you have to use the “latest and greatest” SEO strategies to “get found” in searches so you can increase your sales.

If you are not implementing 152 different online strategies, you will soon be lost forever on the internet and no one will find you or know about the greatness of your company.  Your business will perish because you didn’t use the right keywords in the right way.

So, you either fret into the wee hours of the morning,  hire a SEO firm to handle it for you, or try to learn anything and everything about SEO implementation and try to do it yourself.

We recently had a client in a good-sized market who had those worries.  The company’s website had been built with google analytics, so we were able to take a good look at some meaningful statistics. We evaluated the traffic to the site, where it was coming from, the keywords that were used by visitors to find the site, and the user experience once the visitors landed on the page.

The audit results?  Of the keywords that were recorded for how visitors found the website, 99.8% were some form of the company name in their searches.  That’s right.  Visitors had some form of the company name they used to find the company’s website … not the keywords that had been heavily saturated on each web page.

Is that to say that keywords are irrelevant in JanSan marketing?  No, not by any means. But what our experience tells us is there are other elements that are important to being successful in marketing to prospects that should not be overlooked in a fervor to use every possible keyword on your website pages.

Want to know more about successful JanSan marketing?  We’d love to share our case studies … give us a call today at 630-922-1125!

Janitorial Supply Website Deadly Sin #3: Limp-Wristed Cyber-Handshakes

People buy from people they know, like and trust…especially in the janitorial supply industry. In our world of connecting via mouse clicks and keyboard strJanitorial website handshakeokes, it is imperative that you maximize the electronic conduit to meet, impress, and connect with your prospects in a meaningful way.

Are you unknowingly committing the deadly sin of the “Limp-Wristed Cyber-Handshake” on your janitorial website? In our evaluation of several hundred janitorial supply websites, we found a majority of them were committing this deadly sin in one way or another.

You can begin to avoid this website deadly sin by posting on your website smiling photos of you and your staff, as well as your warehouse, loading dock, and fleet.  The more pictures portraying you and your company as real people, the better. Add a few blurbs about who they are, what they like about their jobs, and their favorite interests.

This technique not only sets you apart from the big boxes, but enables you to virtually open your front door to website visitors, invite them in, and pour them a hot cup of coffee at your breakroom table.

A word of caution …we’ve seen websites that heavily rely upon stock photography.  As great as stock photos can be in certain situations, relying solely on stock photos can give an impression of your business being a “cookie-cutter” or artificial … much like model homes posing as a real family home.  You cannot fully connect with people using pictures that are not authentic.

When you take photos for your website, try to avoid the “mug shot” look.  Position people at desks or counters, smiling at either the camera or with customers, and looking friendly.  Other photos can be of your delivery trucks, warehouse pictures, training session photos, or various shots of your showroom and the products on display.

At, we specialize in building affordable, effective janitorial supply websites … without committing any deadly website sin.  Whether you need a complete website “re-boot” or a re-fresh on a few pages, we have a package to meet your needs.

5 Reasons to Praise Promotional Postcards in Janitorial Supply Marketing

In this age of mouse clicks and finger touches, it is easy to categorize the good old-fashioned postcard as a marketing device of the past.Postcard example

But is it?  Let’s look at these reasons to praise the promotional postcard.

  1.  100% Deliverable!  E-Mail campaigns are extremely effective to the prospects they reach and they are a phenomenal way to nurture leads.  However, the reality is that each e-mail message is subject to filters, bounces, and delete keys.  Marketers are happy with an average open rate of between  7 – 15% to fresh lists.  Compare this to a USPS deliver rate of 100%.
  2. Hard to delete without looking.  E-mail communications can be filtered into junk drawers and never viewed by the recipient.  Even when the communications are seen by the recipient, it is easy to hit a delete key.  Holding a physical piece of paper in your hand forces you to look at it before you toss it into the trash container.
  3. Quick communication of your message. The layout of a postcard quickly communicates your message in a graphic and memorable way.  A picture says a thousand words, and a postcard communicates the visual impact faster and more effectively than an email message.
  4. No CAN-SPAM-type regulations.  You can purchase mailing lists or create your own list from various business resources and mail with no concerns of legal ramifications
  5. Effectively motivates Generation X.   Sure, we’ve all heard how younger professionals depend on twitter and facebook for information, but according to a U.S. Postal Service survey, “Gen X, Gen Y and the Mail”,  74 percent of Generation X and 68 percent of Generation Y read and respond to physical mail just like their older counterparts. will optimize your JanSan postcard campaign, producing and implementing it quickly and economically.