A Mediator Marketing Success Story – Kipling Williams: San Francisco Workplace Mediator

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Kipling Williams is the type of mediator I love to assist. Kipling moved from a long and successful federal government management career in the Washington, DC area to San Francisco. In this context, although Kipling had a wealth of professional connections back east, he was beginning anew in San Francisco.

Now, while perhaps not ideal for Kipling, beginning anew does present an opportunity for a web consultant, a sort of “blank slate,” upon which certain marketing experiments can be performed. Kipling did not have meaningful name recognition or reputation in the bay area and had no historic efforts whatsoever to create visibility. Whatever visibility I could create for Kipling, I could call our own.

It is against this background that I sought to assist Kipling to expeditiously develop his visibility as a “San Francisco workplace mediator.” I did not fully expect that I would create Kipling as an outright Google star in the process.

The first thing that I did was to create a simple web site for Kipling (see Mediate.com’s web site package). Kipling’s web site is at www.mediate.com/williams&associates.

To be honest, Kipling’s site is not (at least not yet) all that fancy of a web site. In fact, Kipling is presently using one of Mediate.com’s free web site templates, whereas most clients now have a bit of custom design work done. In time, we will also likely be “moving” Kipling’s site to his own domain. For the current time, it is noteworthy that Kipling’s web site is Mediate.com’s “base standard” $59/mo or $599/yr package. Also note that Kipling’s web hosting and email addresses, when he is ready for these, are also included in this package. This set price package also includes Kipling’s Mediate.com Premium Membership and complete Mediate.com Directory Listing. This directory listing is hugely important.

One of the most substantial changes at Google and the other leading search engines this year has been “localization.” Without going into too much detail, pages that effectively link into state, city, county and other geographic designations have new and meaningful impact. As part of this, for example, Mediate.com has published directory pages for nearly 300 US Cities. Here is the city page for San Francisco Mediators. Mediate.com has created other directory pages for states, such as New York, as well as practice area pages, such as Workplace Mediators. All of this directory linking, which includes many links back to Kipling Williams and all other included mediators, has a very positive impact on all Mediate.com client Google rankings.

Kipling Williams did one additional important thing. He obtained a Mediate.com Featured Placement for area code (415) in the Workplace & Employment practice area. (in fact, if you do this at the same time that you get your web site, you save 25% on your Featured Placement). You can read about the Featured Placement Program later, but the bottom line is that this placement puts Kipling at the top of every page of Mediate.com for all visitors from (415) (San Francisco) and also critically creates yet an additional more than a half dozen links from Mediate.com (the world’s most popular mediation web site) to Kipling’s web site. With Mediate.com providing so many valued links to Kipling’s site, Google and the other search engines interpret all of this to mean that Kipling Williams is important in the world of workplace mediation, and so his site is now very highly rated in Google.

Now, I will confess that I have done some other neat things on Kipling’s behalf. For example, I also imported lots of directly relevant Mediate.com content (articles) right into Kipling’s web site. See, for example, Kipling’s Workplace Articles; his Conflict Coaching Articles and his offering of “Mediation Today. All of this is included in the web site package.

Finally, I paid a great deal of attention to Kipling’s “meta tags” on his web site. Meta tags are coding that is not visible to ordinary (human) users, but that tells search engines what the title, description, and key words are for a particular web page. To the extent that these meta tags strategically and consistently target the end result that the client is seeking to create (for Kipling it was “San Francisco Workplace Mediator”) these tags can, combined with the other described interventions, create search engine “miracles.”

And so I am proud so say that only a couple of weeks after publishing Kipling’s web site, we are now consistently being found in one of the top 3 slots for Google searches on “San Francisco Workplace Mediator” (our goal). It is wonderfully satisfying to not only have some measure of understanding of how to create these results, but to also be able to help such deserving clients to look so great and be so capably found in our cyber world.

And so this is why Kipling Williams is my San Francisco Workplace Mediator rock star. He has proved to me that I can take an absolute Internet beginner, and, with some patient instruction and advice, we have been able to create rather remarkable visibility for Kipling in his new hometown of San Francisco. And so, if you are looking for a top flight San Francisco Workplace Mediator, give Kipling Williams consideration, and also let us know if you would like to be a Mediator star in your own hometown.

Information on Mediate.com Services is at www.mediate.com/Services or call 541 345 1629.

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The views expressed by authors are their own and do not necessarily reflect the views of Resourceful Internet Solutions, Inc., Mediate.com or of reviewing editors.