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Understanding Google E-E-A-T: The Key to Ranking Higher in Search Results

Posted on October 28, 2025

Decorative image showcasing elements of Google EEAT

Google. Google always changes. From its very inception to the year 2025, the search engine/map/business review/AI giant has constantly been changing the rules on SEO. If businesses want to stay ahead of their competition in the digital space, they need to be in tune with those rules. The latest set of guidelines Google has bestowed upon us is Google E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

This latest and greatest song and dance isn’t about being healthy with food consumption. It’s instead about showing the Google gods which pages deserve to rank the highest in search results. Demonstrate these qualities well, and you will be blessed with visibility, traffic, and user trust. But there is oh so much that goes into earning your place in the pantheon of page one results, so let’s take a deeper look.

The Evolution of Google E-E-A-T

The acronym actually started out in 2014 as E-A-T (Expertise, Authoritativeness, and Trustworthiness). The guidelines were put in place to help human evaluators determine how well the algorithm was working. Then, in 2022, Google decided businesses should probably have experience in the services and products they’re providing. Firsthand knowledge is invaluable, after all! This spurred the addition of Experience or the first “E” in Google’s guidelines for exemplary content.

These days, Google places high importance on content that’s created by people who, in technical terms, know their stuff. Whether it’s a product review from a genuine user or a professional step-by-step guide, insights based on true experience carry a lot of weight.

What Each Element Means

Experience

This is essentially firsthand involvement or knowledge of whatever subject is being discussed, as we outlined above. Examples include:

Product/service reviews written by real people
Tutorials written by those with a deep understanding of the subject matter
Case studies detailing real projects

Expertise

This is the deep knowledge of the subject. Google prefers to highlight content that reflects qualifications and familiarity with a topic. If you want to highlight your expertise:

Showcase your credentials and any important experience
Provide facts that are verifiable
Use credible sources and citations that support any claims you’re making

Authoritativeness

Make Google respect your authority! This metric measures how others perceive your credibility. Want to be recognized as an industry leader? Earn that authority by:

Earning mentions and links from other credible sources
Getting featured in trusted publications or collaborating with professionals who are also recognized as authority figures
Maintaining a positive brand reputation across every digital platform

Trustworthiness

Everyone loves someone who can be trusted. This one is the backbone of E-E-A-T. Great aspects of a trustworthy business include:

Accurate information
A secure website
Clear privacy policies
Honest, ethical content that doesn’t mislead the reader

How Google Evaluates E-E-A-T

“But ArachnidWorks, how does Google actually know if a business is following these guidelines?”

We’re glad you asked. The answer involves two main aspects. First, real people take a look at content and use these guidelines to evaluate search result examples. Second, algorithmic signals take these insights to seek out content that meets these standards. These efforts aren’t a direct factor in ranking content, but they influence how search algorithms gauge the quality of content.

One area where Google E-E-A-T is particularly important is in “Your Money Your Life” (YMYL) topics. These include things like finance, safety, and health, where inaccurate information could potentially harm readers.

Practical Ways to Improve Your Site’s E-E-A-T

Think your adherence to these guidelines could use a bit of improvement? Here are some ways to make it happen!

Author Bios: When a user can associate content with a real human with real qualifications and relevant experience, that content gets a nice thumbs-up from the Google gods.

Credible Citations: Links to reputable references that support the content you produce are a big plus.

Ask for Feedback: There’s no shame in asking your users for reviews, testimonials, and other forms of genuine feedback. In fact, it can make Google like you more!

Transparency: Make sure you include clear, transparent “About” and “Contact” pages on your website, like this or this!

Updated Content: Updating existing content on your website and other platforms (even blogs) can help you stay in step with the latest trends.

Secure Websites: A secure site (HTTPS) that’s well-maintained is another great sign of Google E-E-A-T guidelines being followed.

Common Mistakes to Avoid

We’ve discussed what you should do to follow these standards for content optimization, but what about things you shouldn’t do? We’ve got you covered there, too. Watch out for these pitfalls:

Failing to cite credible sources that back up your content
Using clickbait headlines or otherwise misleading claims that trick the reader and damage trust
Publishing generic or AI-generated content that hasn’t been edited or fact-checked by a human user
Ignoring technical trust signals like site security or broken links

These all may seem like small oversights, but they add up to paint a picture of a site that simply can’t be trusted, and Google recognizes that.

The Future of SEO

So where do we go from here? Well, as AI-generated content becomes ever more prevalent, authenticity and transparency in content will be increasingly important to Google (and content optimization as a whole). When a business demonstrates its expertise and trustworthiness, it’ll enjoy a high position on Google search results.

Moving forward, mastering Google E-E-A-T will morph from a ranking strategy into a foundation for effective digital marketing.

Let’s E-E-A-T!

This set of guidelines is quickly shaping how businesses approach content creation and user engagement on multiple platforms. Balancing its four main elements means building trust between you, Google, and genuine customers.

This is a long-term effort, and one you’ll want to dive into with a team of professionals at your side. At ArachnidWorks, we stay on top of Google’s ever-evolving trends to provide the best services possible for every client. We’ll work with you to gain the favor of the Google gods! Get in touch today.

How to Utilize AI for Marketing Strategies

Posted on September 17, 2025

Decorative graphic depicting AI as a robot

Ask anyone who spends any amount of time on the internet what the top-five biggest debates are these days, and chances are they’ll name artificial intelligence (AI) as one. It’s blown up in the last few years, being made widely available to the average user. It’s being implemented across almost every industry, so using AI for marketing is one of the results. The technology is definitely impressive (you can find out more about how it works in this blog), and has opened enough doors to fill a skyscraper. Some of those doors lead to great things, while others can be harmful.

Yours truly is writing this blog with a firm understanding that the subject matter is controversial. I myself know better than to trust a strange computer, but I’m not blind to the beneficial opportunities AI presents. While many of us roll our eyes when we see a “heartwarming” story of a gorilla who adopted an orphan squirrel (along with uncanny photos and videos) on our feed, there are more subtle ways to use the technology in practical ways that serve to help us. Let’s walk the tightrope of AI and marketing, shall we?

Content Creation & Copywriting

We’ll start with the area of marketing this writer is most familiar with: content creation and copywriting. How can AI be utilized to supplement and assist with this work? I’ll explain by outlining my process.

Copy and paste directly from AI? “I’m sorry Dave, I’m afraid I can’t do that.” These words are being typed out by human hands. So what do I use AI for? I tell it what I want to write about, and ask it to create an outline for me. This allows me to write without missing any of the important points I want to touch on.

But that’s just one use for AI in content creation. It can be beneficial for other types of content, such as website copy and simply sparking some ideas when the creative juices haven’t fully started flowing yet. Benefits include:

Saving time on brainstorming and drafting
Fresh ideas to get the imagination going
Scaling of content production for growing businesses

It’s important to note that there are limitations, which is one reason AI should never be relied on to create content outright. The content it generates lacks the nuance, humor, and storytelling depth that a human brain can provide. On top of that, it will likely miss your brand’s unique voice and tone.

And then there’s the big reason that could potentially land you in hot water: AI isn’t always correct, so human review is crucial to ensuring everything it generates is accurate.

In short, AI is best used as a starting point in writing. Taking its raw results could yield poor results. Not only could the content be inaccurate, but AI’s writing style has plenty of tells that in-the-know individuals will be able to spot from a mile away. What makes the content truly great is the human being behind its creation and refinement.

AI-Powered SEO & Analytics

As content creators, we want to make content that people enjoy, but it’s also important to optimize for SEO (Search Engine Optimization). Google loves to read good stuff and recommend it to other people, after all. Using AI for marketing is a big help in this arena, as the tools can be used to:

Identify popular and effective keywords
Optimize and “clean up” content
Anticipate audience behavior using predictive analytics
Provide real-time reporting on a piece of content’s performance

This is the crossroads of big data and machine learning, and here we find deep insights into the wants and needs of our audiences. How do they interact with content? What kind of content are they looking for? Having this information helps us with our marketing strategy development. The data is gathered by AI, but real people are still an important part of its analysis. We know your audience, meaning we know what needs to be done with the data.

Social Media Management

If you know anyone who manages social media, go give them a high five or something. They have a lot to juggle. Fortunately, AI for marketing is available to take care of the more tedious stuff and streamline the process. It allows these social butterflies to focus on making great content for their clients. But how? Platforms like Agorapulse utilize AI tools to:

Schedule posts at the best possible times for engagement
Provide recommendations on popular content formats
Perform social listening that tracks brand mentions and analyzes general sentiment around a brand and its products and services.

With these features, we can create actionable strategies for you. Seeing the trends is one thing. It’s understanding them and taking action that makes the big difference!

Customer Personalization

How do you build stronger connections with your audience? By giving them what they want, of course! With that in mind, AI is great at delivering tailored experiences that will generate leads. So what are some of the common ways it does this?

Recommendation engines can use browsing or purchase history to make product suggestions.
Dynamic email campaigns can use personalized messaging for different segments of your audience.
Chatbots can provide customer support in real-time.

When a customer feels valued as a result of such a catered experience, they’re more likely to become loyal customers and maybe even spread the word!

Advertising and Paid Media

Many of us are familiar with targeted ads. We tell an ad platform such as Facebook the demographics of the audience we’re marketing to (age, income, interests, etc.) in order to maximize chances that our ad money is being spent well. Thanks to AI for marketing, such advertising tactics are even more precise.

Ad targeting and bidding strategies can now be automated, tests can be run to determine which ads perform best, and budgets can be optimized for maximum efficiency. Essentially, much of the guesswork around where ad spend will be most effective is removed. I say “most” because the audience is still human, so we’ll never be able to fully predict their behavior. Instead of full on mind-reading, we use the data provided to us by the AI to make real-time decisions on geography, spend, campaign type, and more!

AI and Marketing Still Need a Mediator

“But, blog writer guy, doesn’t that mean your job is obsolete.” Nope! Despite all the amazing things AI can do, the human element is still as important as ever. Just take a look at the examples I gave in the “Content Creation & Copywriting” section above. Successful marketing strategy development still requires the most complex computer—the brain—to stand out in a marketing landscape. AI can’t hold a candle to a human mind when it comes to:

Storytelling and creativity that creates a connection with an audience
Strategic oversight that keeps campaigns on track
Authenticity that builds trust between you and your customers

It’s important to note that AI doesn’t really have an imagination. If humans haven’t thought of the idea, these tools won’t be able to. Do androids dream of electric sheep? Yes, but only because we gave them the idea.

AI Is a Great Assistant, but It Doesn’t Run the Show

AI for marketing is here to stay, no matter which side of the debate you find yourself on. The real question is this: How will you use it? How will we collectively use it going into the future? This technology can be used to make our marketing processes more efficient, but people are still the leaders.

Still have concerns about this technology? Totally understandable. We’re here to help you gain a deep understanding of its capabilities and how we use it to maximize the efforts of your marketing campaigns. Get in touch and we’ll give you the lowdown on how to make the most of this impressive tech!

5 Ways to Improve Your Trade Show Displays

Posted on August 18, 2025

Trade show display mockup graphic

Yours truly once attended an art supplies trade show in the wonderful state of Ohio. As I walked onto the show floor, I was overwhelmed by the sheer number of trade show displays that were set up. Where to start… Where to start…

To the left, there was a booth displaying drawing pads and similar items—though I had to stare for a bit to determine even that. The person running the booth was staring off into space. To my right, I spotted a booth showing off their watercolor paints. Their backdrop was colorful but not overwhelming, and the person manning the booth was attentive and cheerful. They even had a watercooler for visitors to stay hydrated with. It was a nice touch that kept with their theme. I knew where to start.

The point is, if you’re spending the time (and money) to set up a trade show booth, it needs to let guests know that your booth is worth visiting. It might even be one of the best trade show displays at the event—they’ll just have to stop by to find out.

Today, we’re going to discuss some strategies to make that happen, from great trade show booth designs to giveaways and interactivity.

Prioritize Good Trade Show Booth Designs

As evidenced by my visit to the watercolor booth, one of the first things your customers notice is your booth’s visual design; a first impression to a first impression, if you will. That’s why it’s so important to make it count!

While adhering to your brand—which is equally important—use bold colors and text that’s large enough to read from a distance. High-resolution images are paramount here, as pixelated visuals stand out like a sore thumb in trade show displays.

In addition to quality imagery and other eye-drawing visuals, unique shapes can really make trade show booth designs stand out. Maybe include an overhead sign, tall structures, or even a unique entryway.

Incorporate Interactive Elements

So you’ve drawn a visitor in. Now to make it worth their time. Keep them engaged with interactive features!

Offer product demos, presentations, or kiosks that let them browse at their own pace.
Include QR codes in your printed materials. Link them to landing pages or giveaways (more on that shortly).
Give your visitors chances to participate rather than just browse with their eyeballs. Let them try out a product or ask them to answer a brief poll.

These kinds of interactive elements will keep visitors engaged and interested. They might even tell other people to visit you if you make the experience memorable enough.

Offer Branded Trade Show Giveaways

Everyone loves a giveaway. It’s like a raffle without a monetary buy-in, so what’s not to love? At the very least, offering trade show giveaways generates a bit of buzz. But if you plan them well, they can do so much more; they can reinforce your brand presence and make you a standout vendor!

Make sure the rewards are something people will want. Plenty of companies give away tote bags, water bottles, and portable phone chargers, but those things often end up in the trash shortly after the show ends. We would even go so far as to say offering the “standard fare” could make your business look lazy. Put some effort into offering things that really make sense with your brand while remaining useful to your recipients.

Say you own a marketing company. Consider giving away branded ring lights or phone-adapted mini microphones. If you’re a therapist, consider offering branded pocket tissue boxes.

You could also use your giveaway to generate leads. A common but effective method is requiring people to submit their email address in order to enter their name in your product giveaway. This will help you build an email list of people you know are interested in what you’re selling.

Use Lighting Wisely

Good lighting can of course brighten your booth, but it can also effectively highlight all the important bits and featured products.

Utilize backlit displays, accent lights, or even spotlights to draw attention where you want it to go.
Ensure your lighting is balanced. Otherwise, the featured products might draw too much attention and everything else in your booth could get ignored.
People love to take photos, so be mindful of how your lighting will appear in any photos taken at your booth. If someone with a lot of followers snaps a photo in your well-lit booth, it can attract social media attention and buzz!

Keep Your Messaging Clear and Simple

Just like this section, it’s important to keep your messaging concise:

Focus on your core mission. What products do you offer? What problems do they solve? Are they quality products?
Short, impactful headlines are key here, as you want to get your message across within a matter of seconds.
Less is more, so avoid clutter. Utilize white space in your booth design to guide the customer’s eye to the places you want it to go.

In short, you want to ensure even a brief glance at your display makes an impact.

Make a Statement at Your Next Trade Show

Trade show displays can be so much more than just a backdrop and product shelves. They should offer potential customers an experience. A reason to visit, browse, and spread the word. When you prioritize interactivity, message delivery, lighting, and visuals, your booth can be a standout in a sea of vendors vying for customer attention.

At ArachnidWorks, we know a thing or ten about designing great trade show displays. So what do you say? Want to collaborate to create a booth that will really leave an impression? Get in touch and we’ll get the ball rolling!

Tips & Tricks to Improve Your Instagram Reel

Posted on July 18, 2025

We’re all familiar with the concept of an Instagram reel by now. This format is heavily featured on the popular social media app for good reason. Such short-form content is where videos from Facebook and Instagram collide into one feed that the all-powerful algorithm tailors to be exactly what users want, for a never-ending scroll of everything you do and don’t need to know.

If you’re trying to grow your business’s social media presence, this is something you should absolutely be taking advantage of. It’s a great way to showcase your brand and directly connect with your audience. But no matter what your motives, understanding the technique of the Instagram reel is an absolute must. Today, we’ll teach you how to optimize your content for the algorithm and the viewers, as well as the analytics.

Hook Your Audience in the First 3 Seconds

In the age of social media, attention spans are short, and it’s the infinite scroll that keeps users on the app rather than actively consuming every video they see. That’s why hooking them within a matter of seconds with your Instagram reel is crucial.

So, how do you get them to watch your video over chickens rollerblading down the sidewalk? Try these openers:

Ask an engaging question, such as, “Did you know your hashtags could be getting your account shadowbanned?”
Begin with vibrant, bold visuals and enticing text overlays
Incorporate surprise or snappy movements and quick transitions to pique interest

It’s important to note here that no matter what content you incorporate into the first few seconds, it should not be misleading or “clickbaity” in any way, as this tactic could ultimately hurt its performance. And why would you want to mislead your audience just for views, anyway?

Use Trending Sounds Strategically

Trending audio is a great way to boost your reel’s exposure, as the algorithm tends to favor content that uses these popular songs and sound effects—bonus points if it gains traction early. If you want to make the most of these trending sounds:

See what’s trending in the Reels tab and how you can relate it to your business.
Search TikTok for crossover trends, although this is happening less with varying sound libraries.
Ensure the audio you choose meshes well with your content and resonates with your audience.

Optimize for Visual Appeal

High-quality visuals make your reel pop in a sea of low-res videos. Many people underestimate the importance of crafting content to standards that align with their brand. This may be the age of “homemade” content, but that doesn’t mean poor quality will be rewarded. Here’s how to make sure you’re putting out visually appealing stuff:

Use natural lighting whenever possible.
Make sure your background is visually appealing and clear of clutter, which could detract from the subject matter.
Add cuts, transitions, and filters that complement your brand.
Use stickers or text over video to keep users engaged longer.

It’s great to be authentic, but polish is important too!

Keep It Short and Snappy

There’s plenty of debate on the ideal Instagram reel length, and while it’s true that people love a good story, more often than not, a short Instagram reel will outperform a long one, especially when it has a clear and strong message. Make sure you’re getting straight to the point; anticipation can be effective when used well, but you don’t want people to feel like you’re wasting their time and ultimately scroll past.

And instead of including all the natural pauses that come with your dialogue, trim the Instagram reel length down by using jump cuts to move quickly from one point to the next. Finally, laser focus is key here. Each reel should hone in on one key takeaway rather than a wide array of topics.

Add Text and Captions Thoughtfully

On-screen text can give a big boost to your reel’s performance. It can also add additional context to what’s being said in the video. The big benefit, though, is that captions will allow users to view and understand the content even when their sound is off, and that’s the case with many users. Be sure to highlight key points and quotes using readable fonts and colors that contrast with their background. Additionally, make sure you place all of this important text away from the edges of the screen so there’s no risk of it being cropped in the feed.

You can add text through your editing tool or natively through Reels. Editing in Reels also helps boost content in the algorithm as you’re making use of their native tool. Edits allow users to edit their content similarly to how TikTok users would edit content in CapCut. Users can also share content to Reels directly from Edits, and the algorithm will favor this, as, again, it’s a native tool.

Captions should not be long either, as that means users will have to click to learn more, and that may deter them. When users do choose to learn more, the caption will go over the video, which they can still see playing in the background, but may be hard for some users to read. Other creators capitalize on the fact that captions allow the video to continue to play and will make a note on the video to learn more in the caption. All of this boosts both the plays and the amount of time a user spends watching a Reel.

Post Consistently and at the Right Time

The algorithm likes to reward people who post consistently, so regular posting will keep your account active in the matrix that is the algorithm. This sends a clear message to Instagram that your content is relevant. Posting 3–5 reels per week seems to be the sweet spot.

But there’s also the matter of when to post your content. Will it perform better mid-morning or later in the evening? Sprout Social has statistic-backed thoughts on this, but it honestly depends on your audience and when they’re active. This is a classic case of needing to go to your customers rather than waiting for them to come to you. Use the ever-helpful insights tab to discover when the bulk of your audience is most active.

You can also view your analytics for past Reels and see more in-depth details of the performance and how you can pivot for better numbers in your next Reel. In addition to that, you can always experiment a little. Try posting at various times of the day and see what works best!

Use Hashtags and Engaging Captions

Hashtags can be incredibly helpful, but only if you know how to use them. If you get trigger-happy with them and #use #them #everywhere, chances are they’re not going to work—or worse, they’ll hurt your reach. Instead, you should use your hashtags to tell a story or start a dialogue. You can boost visibility and engagement with:

3–5 broad hashtags such as #marketing, #reels, #tips, etc.
5–10 hashtags that are more niche and specific to the community the content is geared towards.
Captions that encourage engagement. Tell people to double-tap if they agree or ask for their thoughts in the comments. There should be a clear CTA with a caption and, as noted earlier, should be kept short unless you have numbers and a strategy to go along with a longer caption.

Analyze and Adjust Based on Performance

Social media is an ever-evolving beast. Something that works wonders for you today may be a pointless endeavor tomorrow. It can be frustrating, for sure, but you can stay on top of the trends by checking your insights. Focus on watch time, completion rate, saves and shares, and follower growth after specific reels to see how successful your content is—and where you could improve. This might be our favorite part of social media; you can always build off the good and the bad. Plus, you can always try something, and if it flops, you know not to take that route again.

Ready to Craft the Perfect Instagram Reel?

There’s far more to an Instagram reel than pressing record, slapping a hashtag on it, and posting it. You need to create thoughtful content that will catch people’s attention and keep their interest amidst a sea of content from other businesses and creators. You can achieve this through trending audio, accurate hashtags, consistent posting, and well-arranged visuals. Once that’s done, make sure you utilize your analytics and take your content to your audience—don’t just wait for them to come to you! Oh, and be mindful of Instagram reel size and length! Less is more here.

Looking for more social media tips? There’s a lot more where these came from! Get in touch, and we can have a conversation about unlocking the true potential of your reels and social media as a whole!

7 Best Practices for Mobile Website Optimization

Posted on June 23, 2025

A mobile-first world requires mobile-first solutions

A few short decades ago, we were listening to the ear-splitting shrieks of our modems as they connected our bulky computer towers to the internet (then we prayed nobody tried to use the phone while we were connected). Anyone creating content to be displayed on a website needs only to focus on designing for one kind of device. Then smartphones happened; as they got more popular, they began to change the game. Forward thinkers recognized the benefits of mobile-friendly website design. Fast-forward to 2025, and website visits on mobile devices are nearly four times those of desktop computers. Mobile website optimization is no longer optional.

It all seems daunting. How do you take on such a task? For those who want to have expert optimization without hassle, a website optimization service is a great way to go. If you want to take on the task yourself, however, there are some things you should know. In this blog, we’ll dive into seven best practices for mobile website optimization.

Use Responsive Design

We’ve all been there: We open a website on our phone, and the experience turns into a battle. We have to drag the entire page to scroll left and right as our eyes move from one line of severely undersized text to another. It’s a nightmare. That’s why responsive design is so important. It automatically adjusts the content to fit any screen size—phone, tablet, desktop, and so on! This is a much better option than maintaining a separate mobile URL (the thought of that just makes us shudder).

In addition to this simplified form of site management, there’s another benefit: Google really likes responsive pages, so your SEO will receive a boost from it as well!

Optimize Page Load Speed

Speed plays a major role in mobile website optimization. If your website takes several seconds or longer to load, you’re likely missing out on a significant chunk of site visits. Attention spans, for better or worse, are rather short when it comes to surfing the web and using mobile devices in general. Taking the time to ensure your pages load as quickly as possible will reduce bounce rates and mitigate user frustrations. Here’s how you can optimize load times:

Compress images on your site as much as possible without compromising their quality.
Minimize CSS, JavaScript, and HTML.
Leverage browser caching features and content delivery networks—or CDNs.

If you want to identify speed issues and get further suggestions for improvement on a page-by-page basis, we recommend tools like Google Lighthouse.

Prioritize Mobile-Friendly Navigation

Mobile-friendly website design is a crucial component of optimization. Many mobile screens are only so big, after all. Simple, intuitive navigation—streamlined menus such as hamburgers, easy-to-tap buttons and links, and clear calls-to-action that guide users through your site—is a great way to help users of even the smallest mobile devices enjoy their experience.

Keep Content Clear and Concise

Speaking of smaller screens, the “less is more” approach will help you keep your content short and sweet. Walls of text may hold plenty of important information, but chances are many users will simply decide they’re not reading all that. Instead of including huge paragraphs, use these tips to make your content easy to scan:

Break up text by using short paragraphs.
Use a helpful, descriptive header as well as bulleted lists.
Eliminate any pop-ups that block content or otherwise hinder navigation.

When you deliver essential information quickly, people will spend more time on your site!

Use Readable Fonts and Sizes

If people need to pinch out on your page just to read the text, that’s not a great sign. In addition to the responsive design we discussed above, the importance of easy-to-read fonts that are large enough for the average user cannot be overstated. Here’s what you can do:

Use a base font size of 16.
Make sure all text is readable against its background by utilizing color contrast.
Avoid using overly decorative fonts, as they can be difficult to read on small mobile screens.

Test on Real Devices

Do emulators exist for testing purposes? Yes. Should you rely solely on them to determine if your site will be well-optimized? No. It’s always a good idea to test every page using the real thing to make sure it functions the way it’s supposed to. The more devices, the better! Test it on small smartphones and large tablets. If you want to take it a step further, conduct your tests on multiple operating systems and browsers. What works in Chrome isn’t guaranteed to work in Safari, and so forth.

Prioritize Accessibility

The easier it is for everyone to access your website content, the more visitors you’ll have! Prioritizing accessibility will ensure that happens—and ensure you’re in compliance! If you want to improve mobile accessibility, we’ll reiterate on a previous point: Make sure buttons and links are large enough to tap easily. It’s a seemingly minor touch that can have a positive impact on user experience.

As for images, adding descriptive alt-text will help screen reading software let visually impaired users know what content is being displayed. And of course, structuring content by using hierarchical text—H1s, H2s, body text, and so on—will help users navigate the copy more easily.

Mobile Website Optimization at Its Finest

We’re marketing in a mobile-first world, and proper mobile website optimization will help you keep up with—and maybe overtake—your competition. By making your site responsive, accessible, concise, fast, and generally easy to navigate, you can ensure you retain visitors and connect with your audience in a meaningful way. If you’re looking for a professional website optimization service, ArachnidWorks will make sure your site shines. Get in touch and let’s start a conversation!

Print Design Vs. Digital Design: What’s the Difference?

Posted on May 27, 2025

Visual communication has always played a crucial role in the way brands connect with their audiences. Though trends have changed, advertisements of some sort have always been a key element of business success. How else would you let people know about your product or service? With that said, digital design in marketing is much younger than print design. This “newer” avenue of consumer connection borrows heavily from its older sibling, but introduces plenty of its own signature features to the mix.

Understanding the distinction between print and digital mediums in design is a must these days if you want to truly utilize each to its fullest potential. Which one is more appropriate for your marketing goals? Whether you’re making a brand update, launching a product, or initiating a huge campaign push, here’s what you need to know about these two kinds of design that are hugely similar and different at the same time.

What Is Print Design?

This kind of design encompasses any visual material that is physically printed and distributed. It’s been around for ages. Printmaking began as far back as 206 B.C. when the earliest known example was created. If we’re only counting paper printing, though, that’s been around since the seventh century. Needless to say, the art has a long history, which is a testament to its staying power. In essence, it’s a core foundation of graphic design.

Common formats include:

Flyers and brochures
Banners and posters
Business cards
Product packaging

Important considerations:

Resolution: Print requires higher resolutions than its digital counterpart. For print clarity, a resolution of at least 300 DPI (dots per inch) is needed.
Color Mode: The standard color mode for print pieces is CMYK (cyan, magenta, yellow, black).
Physical Dimensions: If you’re designing a print piece, you need to keep bleed, trim, and safety margins in mind. Furthermore, if you’re designing a larger piece such as a booklet, you need to consider spreads and binding. How should everything be designed in order to come together neatly when the physical piece is assembled?

Fun fact: You may have noticed that the “K” in “CMYK” stands for “black,” a word that definitely does not start with a “K.” That’s because, technically, the “K” stands for “key.” In old-school printing, the printing plate that contained the most detail was referred to as the “key plate,” which was typically black. The more you know…

What Is Digital Design?

This is the kind of design that you see everywhere if you love your mobile devices and computers. Heck, you saw it in your search engine layout on your way to this very blog, and you see it on this very page! That’s because digital design refers to visual content that is made specifically with screens in mind. It incorporates plenty of print design elements, like current layout trends, popular typefaces, and more, but it offers so many more features than that.

Digital design frequently incorporates motion and interactivity, creating a dynamic experience for the user. On top of that, the possibilities around the dimensions of a digital piece are nearly endless.

Common format include:

Websites and mobile apps
Digital ads
Social media graphics
Email newsletters

Important considerations:

Screen Resolution: Screens don’t require resolutions as high as print pieces, and they’re optimized for DPI in the 72–150 range.
Color Mode: Screen-based work uses the RGB (red, green, blue) color mode.
File Sizes: Files need to be optimized to be as small as possible without compromising the quality of the visuals. This is one reason a resolution lower than print is so important. The smaller the file size, the better the loading and performance on your screen.
Interactivity: Hover states, clickable elements, animations, and more are made possible by digital pieces, providing an enhanced user experience.

Key Differences Between the Two

We don’t expect you to keep jumping back and forth between the two previous sections to figure out all the differences between these two design arenas, so we’ve put together a handy little chart for your reference.

Decorative chart depicting the differences between print and graphic design

When to Use Each Type

Both digital and print design have their place and plenty of staying power in the realm of marketing, and which one you choose depends on your audience and goals.

Use print when you want to create:

Signs or physical stationery like business cards or brochures
Direct mailers or marketing materials for events
Something you want people to take with them

Use digital when you want to create:

A website or social media presence
Content that can be updated regularly or formatted for various devices
User engagement through interactive elements

Need a Print or Digital Designer? We’ll Cover Both!

Much like yin and yang, print and digital design are wildly different aspects of marketing that each make up a vital part of the big picture, with each piece carrying a small element of its counterpart. Understanding those key differences—resolution, color, medium, and interactivity—gives you the power to concoct an effective visual marketing strategy that supports your brand.

At ArachnidWorks, our team has a firm grasp on both aspects. Whether you need your event to be perfect with printed posters or you want your website to stand above the competition, we’ve got you covered. Get in touch with us and we’ll put a skilled print or digital designer on your project!

What March’s Google Core Update Means for Your Business

Posted on April 29, 2025

Decorative graph representing the March Google Core Update

When you’re absolutely certain you have something figured out, it’s probably time to check in on it again, especially if that something is tech-related. Because in this age of ever-accelerating technological change, there could easily have been a rapid shift somewhere out there in the ether that has the potential to affect how you do business. Which brings us to the Google March 2025 Core update. If your website has seen changes in traffic lately, it’s likely due to this latest Google Core update, which brings with it broad and impactful changes to how websites are ranked in search results. It can have major implications for businesses, from affecting visibility to changing how customers find you online. Here’s what this update means and advice for staying competitive.

1. What Is a Google Core Update?

In a nutshell, Google Core updates are major changes to how Google evaluates and ranks content. Unlike smaller updates that target specific issues like spam or page speed, core updates look at the overall quality and relevance of websites across the board. These updates—like the Google March 2025 Core update—are designed to improve search results by rewarding helpful, trustworthy content and reducing the visibility of pages that may not provide the best value to users. They don’t target individual sites, but if your rankings change, it means Google’s understanding of your site’s content has shifted.

2. Key Changes in the March Google Core Update

The Google March 2025 Core update was one of Google’s more substantial algorithm adjustments in recent years. It places a strong emphasis on content quality, originality, and trustworthiness—this is an attempt to further build on the search giant’s EEAT framework. We hear you asking: What is EEAT? EEAT stands for Experience, Expertise, Authoritativeness, and Trust. Here’s what this awkward acronym is trying to get at:

Devaluation of Low-Quality and AI-Generated Content
Google is cracking down on unoriginal, low-effort, or automatically generated content that adds little to no value to the things readers are searching for.
Improved Identification of Helpful Content
Website pages with well-structured, user-focused content are being rewarded more than ever with higher rankings on search pages.
Changes to Link Signals
The importance of certain backlinks has shifted, focusing more on relevancy and less on sheer volume.
Industry-Specific Impacts
While this Google Core update applies broadly, sectors like health, finance, and e-commerce may have experienced sharper changes due to the obvious need for high-authority content in these subject areas.

3. How It Could Impact Your Business

Depending on the quality of your site and content, this update could lead to either a rise or a drop in search rankings. Here’s what you might notice and what it might mean:

Decreased Visibility
If your rankings have dropped, you could see lower organic traffic and fewer conversions. This can be particularly noticeable for key pages that previously performed well.
Increased Traffic
Conversely, if your site already prioritizes helpful, authoritative, user-centric content, you may see a nice boost in traffic and engagement from this update.
Volatile Rankings
Some businesses may notice fluctuations over several weeks as the update settles in across the World Wide Web. Keep calm and carry on, at least to start.

4. What You Can Do About the Update

If you’ve been impacted, don’t panic (see above). There are steps you can take to bounce back and potentially come out ahead.

Check Your Analytics and Rankings
Dive into Google Analytics and Google Search Console to see which pages were affected. Identify trends, traffic drops, or keyword-ranking shifts.

Focus on High-Quality, Helpful Content (EEAT)
At this point, do you find yourself still asking, “What is EEAT?” Us, too. One more time, then: EEAT=Experience, Expertise, Authoritativeness, and Trust. Make sure your content is accurate, original, and valuable to your audience. Show expertise through blog posts, case studies, and thought leadership pieces. Avoid fluff or rehashed content.

Improve Site Performance and User Experience
A fast, mobile-friendly, and easy-to-navigate site helps users—and search engines—find value. Audit your site for usability issues, technical SEO gaps, and performance snags.

Stay Active and Relevant
Continue updating content, publishing new material, and maintaining a consistent online presence. Google rewards sites that stay fresh and authoritative in their field.

The Only Constant Is Change

The above statement is attributed to the ancient Greek philosopher Heraclitus. It highlights the idea that everything in the world is in a constant state of movement and transformation, making change a fundamental aspect of reality. People love to pull this infuriating aphorism out and drop it high handedly on others going through something unpleasant they themselves aren’t going through, like a Google Core update. Once your anger subsides, remember this: while updates like this can be initially disruptive, they can also present opportunities to refine your digital presence and stand out. If your business has been impacted by this update and you’re unsure how to respond, working with SEO professionals, like the fine folk here at ArachnidWorks—can make all the difference.

Team Member Spotlight: Dillon Miller

Posted on April 4, 2025

ArachnidWorks Account Manager Dillon Miller

Not to be confused with Earned Media Specialist Dylan, Dillon is an Account Director for many of our clients. There always seems to be a smile on his face (except for that one time), and it’s not a facade. He’s an approachable team member, whether you need to discuss work or just chat for a minute. In addition to that, he takes account management to the next level by going the extra mile to make sure our team has what they need for a project.

Okay, okay. He’s standing behind me as I type this, begging me to get to the good stuff. I’m going to let him take over before he steals the keyboard from m—

The Interview

How have you seen things grow and change since you started at AW?

Marketing strategies and best practices are always changing and our team at ArachnidWorks constantly stays on top of the latest trends—using a data-driven approach to drive results for our clients.

What are your account management goals within the agency?

The team is everything. My goal is to build a team of Account Managers who excel at understanding our clients’ pain points in a wide range of industries, and who support our creatives to deliver their best work.

If you could have lunch with any person in the world—living or historical—who would it be and why?

Anthony Bourdain. His storytelling capacity for people, places, food, and the human experience in a normal conversation was inspirational.

What does the ideal Friday night look like to you?

At the beach, after a good homemade dinner and a couple of beers, riding our beach cruisers down to the waterfront to watch the sunset.

What’s your personal idea of success?

Success to me is empowering those around me. I feel like I’ve had a lot of life experiences and I am always excited to share that with others. Helping others avoid learning things the hard way is when I feel successful.

What’s your favorite movie, TV show, and/or book?

The Secret Life of Walter Mitty is the best movie and you cannot convince me otherwise. I think we can all relate to Walter at some point in our lives, and it’s when we break from the norm and take risks that life becomes the most vibrant and exciting.

Frederick is home to some great local eateries. Which one is your top choice?

Sabor de Cuba has the best Cuban sandwich I’ve ever had. Fifty Fifty is also really good.

What are you most looking forward to over the next year?

Everyday, I get up excited to make cool sh*t.

Give us a weird fact about yourself.

I’m friends with Brett.

A little bird named Dillon told me you like shooting and editing videos. What kind of videos do you make?

Evoking emotion with my videos is one of the most fulfilling experiences. I love bringing someone’s vision to life in ways that they couldn’t have imagined. Growing up, I’d take every opportunity to turn a school project into a video instead of a presentation. These days I shoot and edit for nonprofits, real estate agents, weddings, and of course for myself!

You use a gaming chair instead of an office chair like the rest of us. Are you too good for an office chair? Do you think you’re better than us?

I am not better than you, but in 10 years, my back will be.

That’s All For Now

Despite spelling his name incorrectly, Dillon is a great part of the team. His easygoing attitude and account management expertise keep the stress low when the pressure is high. Thanks for taking the time to tell us a little bit about yourself, Dillon!

The Importance of CRM Implementation in Your Sales and Marketing Process

Posted on March 24, 2025

graphic representing crm implementation

Running a business is complicated, to say the least. You have to offer a quality service or product, manage inventory, field customer inquiries, create budgets, pay employees… The list goes on and on. It’s a no-brainer, then, to implement systems that can streamline as many tasks as possible for you without sacrificing quality. Not only that, but you want to take advantage of every tool at your disposal to improve your marketing efforts rather than just use them for administrative tasks. That’s why Customer Relationship Management—or CRM—is so integral to your business. CRM implementation can be the difference between a business failing or thriving.

What is Customer Relationship Management?

Before we get into the nitty gritty, it’s important to establish an understanding of the subject matter. So let’s answer the question: What is customer relationship management, exactly? Basically, it’s a system meant to organize the customer information you’ve collected that can help you build rapport with each customer and increase sales. It encompasses not just existing customers but prospective ones, as well. With technology devoted to keeping everything in order, you can stay connected to your customers and streamline many of your processes. And it all revolves around data.

Centralized Customer Data for Targeted Campaigns

Customer information comes from innumerable sources—spreadsheets, emails, notes, transactions, and so on. But what if there was one single place where all of this information was placed for easy reference? That’s exactly what CRM implementation services can do. This centralized database keeps records of customer interactions, contact details, and transaction histories, helping your sales team segment your audiences and track sales effectively.

But what can you use this data for? Aside from the large benefit of plain convenience, it allows you to identify high-value leads with precision and craft targeted campaigns across various digital, social media, and email spaces. You can then keep an eye on these campaigns and fine-tune your findings to achieve even better results the next time around.

Data-Driven Marketing Strategies

CRM tools have the potential to enhance your marketing strategies not just by centralizing data, but also integrating with paid campaigns and optimizing lead management. With these tools, your marketers can easily achieve what used to be exercises in tedium:

Track lead behavior and engagement metrics in real time.
Create lookalike audiences using CRM data, a powerful strategy for improving ad targeting.
Streamline the process of campaign performance analysis. This is a crucial part of making sure your marketing efforts are in line with your business objectives.

Once you have relevant data pertaining to your leads and other parts of your audience, you’re ready for the fun part: Actually connecting with them.

Personalized Customer Experiences

A common mistake many businesses make is expecting their customers to “come to them.” While in-store sales are still relevant, we’re not really talking about actual travel. No, we’re discussing the mistake of telling customers what you think they want rather than listening to what they actually want. You’re trying to connect with them, so why not meet them on their turf and appeal to their interests? With CRM implementation, you can achieve this by:

Automating and tailoring email marketing campaigns to specific segments of your audience based on their preferences
Delivering custom content recommendations while avoiding attempts to sell them something they won’t be interested in
Implementing automated follow-ups, which gives them gentle reminders and keeps your brand in the front of their mind.

There’s a lot more to that last bullet, so let’s dive a little bit deeper…

Improved Lead Nurturing and Conversion Rates

Getting leads is only part of the journey. If we compare it to fishing, a lead is the hook (though thankfully, this one is metaphorical). Now it’s time to “reel in” the customer through careful—and thoughtful—nurturing. But what does that entail? It’s all about sending the right messaging at the right time. You don’t want to barrage your potential customers with demands that they buy what you’re selling. You want them to know you respect their boundaries and care about their interests. CRM implementation can make this process more manageable than it’s ever been though:

Effective lead nurturing strategies through automated workflows
Prevention of lead “leaks” thanks to harmony between sales and marketing teams
Higher conversion rates as a result of expertly timed, personalized messaging.

Of course, relationships with your customers aren’t the only important connection you need to maintain. It’s also advisable—if not downright mandatory—to have a good connection between your own people.

Better Collaboration Across Teams

Unless you’re an operation of just three or four employees, chances are you have different departments. While each department has its focus, the business as a whole will suffer if there’s little to no communication between them. By providing a shared platform for collaboration, marketing teams can follow leads, sales personnel can reference customer histories, and customer service departments can resolve issues promptly. Thanks to the seamless integration of CRM, everyone is on the same page, with team cohesion becoming an invaluable strength. If that strength translates to sales, you’ll see your business start to mature.

Scalability for Business Growth

When a business is successful, it grows. The team expands, the customer base increases, and the company may even expand into a bigger, better location. So why shouldn’t your technology grow with you? A CRM is meant to scale with you while you expand, so take advantage of it! It can accommodate an increasing amount of leads, team members, customer interactions, and more without the need to start anew when you get “too big.”

In addition to that, any good CRM platform can integrate with other tools your business likely uses—email software, e-commerce platforms, and customer support systems, to name a few. This makes these systems comprehensive solutions that stick with you through long-term growth.

Our Favorite CRM Implementation Services

After all of this hubbub about CRM implementation, you’re likely wondering where you can actually find these tools. While there are plenty of options out there, there are a few that our team personally prefer.

HubSpot: Our CRM tool of choice, this has it all—tracking, automation, project management, sales pipeline functionality, and more.
Monday: Who knew a Monday could be so likeable? If you want to focus on project and sales pipeline management, this is the platform for you.
Pipedrive: This platform specializes in sales tracking and automation.

Boost Your Marketing Through CRM Implementation Services

Phew. Okay, we know that was a lot to take in, but trust us. It’s worth it. By streamlining data management, connecting with your audience, and fostering collaboration across your teams, you’re positioning your business marketing to go into overdrive. But if you truly want to focus on your business, why not entrust the marketing to a team who lives and breathes it? At ArachnidWorks, we know all these tools inside and out, and we can achieve flawless CRM implementation that enhances your business in ways you didn’t think possible. Get in touch today!

ArachnidWorks Is Getting a Brand Refresh … And You Should, Too!

Posted on February 14, 2025

decorative graphic that says "We Gave Ourselves a Refresh"

If you’ve been keeping an eye on our social media pages, you may have noticed a few changes. We’ve infused some personality into our typefaces. Some colors have been added to our palette—and some have been retired. While those are the more apparent changes, we’ve implemented more subtle shifts that you’ll notice if you keep up with us going forward. What you’ve seen is an ArachnidWorks brand refresh, implemented to reflect not just our internal culture, but a commitment to our clients.

This was a necessary and exciting step for us to take, and it could likely work wonders for your business, as well. But why? What purpose does a refresh really serve? Let’s dive in.

What Is a Brand Refresh?

Before we go over the “why,” we need to explain the “what.” What is branding, and how does a refresh fit into it? Many people are familiar with a rebrand, in which the look and presence of a company gets a massive overhaul—Think Sierra Mist rebranding to Starry or Twitter changing to X. Refreshes those were not. What we’re talking about today is less of an overhaul and more of a, well, refresh—an update that incorporates small yet noticeable changes to a brand’s identity.

Take our color palette, for instance. The “AW Claret” color—which most people probably just call “maroon”—is still the star, but we’ve made a few updates to other colors. The green secondary color is a thing of the past, and we’ve added Burnt Sienna, Earth Yellow, and Sea Green.

graphic depicting ArachnidWork's new brand refresh colors

There’s been a similar shift in our typefaces. Our previous fonts were appealing, but safe. We wanted to add more personality to them without sacrificing readability, and we think the new ones achieve that perfectly! Our headline font stands out more and our body copy offers a nice, sleek look. And, because we like to have a little fun, we’ve added a decorative font! You’ll see it make small but noticeable appearances in our ads and social media graphics.

graphic depicting ArachnidWork's new font styles

Those are just examples of our biggest changes. A refresh entails fine-tuning of various elements that help you keep up with the latest trends and remain relevant. It could mean making tweaks to your logo, taglines, or general tone.

Signs It’s Time for a Brand Refresh

Okay, now that you know what a refresh is, it’s time to decide whether you should take the plunge. If you’re having trouble deciding, consider the following key factors. Is your brand suffering from any of these?

Outdated Design Elements: Do your logo, fonts, and color scheme remind you of the 80s, 90s, or any other decade of the past? That may scratch a small nostalgic itch, but it’s doing you no favors in keeping up with your audience.
Misalignment with Business Goals: Ask yourself if your brand truly reflects the services you offer or your mission and growth goals. If not, consider that refresh!
Lack of Emotional Connection: If your target audience is showing waning interest, it may be due to a lack of emotional connection. You need to offer them something meaningful!
Decreased Engagement or Recognition: If you’ve seen dips in engagement across multiple platforms—social media, website, or even in your physical place of business—stagnation is likely a factor. People like new stuff and innovation. Time to give it to them!

Benefits of a Brand Refresh

Knowing the signs to recognize is only part of the process. No smart business person makes a decision without knowing what they can expect out of it, so let’s take a look at the benefits. Before we do, though, know that it’s not a magical solution to waning sales. It’s an investment in building a relationship with your customers, and that doesn’t happen overnight. With that in mind, here’s what a refresh can do for you!

Improved Visibility and Recognition: When your brand is fresh and gives off those modern vibes, it can attract the right kind of attention in a crowded marketplace.
Increased Customer Trust and Loyalty: Credibility is a huge factor in the way customers view you. People notice typos and messy ads more frequently than you may think, and having a solid brand keeps your messaging consistent and clean. It tells your customers that you care about getting it right, and that you mean business.
Enhanced Ability to Target New Markets: As time goes on, new demographics will emerge, which means they could be your customers … with the right tactics. A brand update can let them know that you’re a business to watch.
Renewed Excitement Internally and Externally: Customers and team members alike will feel energized by a refreshed brand. Trust us. We just went through the process, and it got everyone on the team excited!

Steps to Refresh Your Brand

We’ve outlined the things that are often included in a brand refresh, but making changes with reckless abandon can be a recipe for failure. A refresh requires a thoughtful, strategic approach. Here’s what you can do to implement is effectively:

Start by assessing the current state of your brand. What’s working and what isn’t? Take into account customer feedback, industry trends, and the branding and marketing of your competitors. You want your refresh to outshine them!
Many efforts that involve change are anchored by a set of clear goals, and a refresh for your brand is no different. Create a list of goals, be it targeting a new audience, achieving a more modern look, or refining your messaging. They’ll help you stay focused in planning this update!
We know this whole process is a big undertaking, and you can’t exactly halt operations to focus on it. Luckily, our team is more than capable of planning your refresh and letting you stay focused on your business!
Have a launch plan! Knowing what your refresh will entail is important, but equally crucial is how you roll it all out. Thoughtfully implement website updates, social media announcements, and marketing materials. When you cover all your major bases, you can maximize the impact of this important update to your business.

We Can Help!

Luckily for you, we specialize in branding and marketing solutions that will help you stay relevant. Side thought: Is there a marketing-specific phrase for “keeping up with the Joneses?” In any case, our branding experts can effectively guide you through all the steps involved in this process—from brand evaluation and pain-point identification to planning and rollouts.

We’ve seen increased success for several clients who have trusted us with their brand refresh efforts. Our innovative designs, compelling messaging, and careful campaign planning have maximized the impact of the whole process. If you’ve made the decision to refresh your brand, we’re ready to help you make it happen. Get in touch with us and let’s improve your branding and marketing!