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Original unique and insightful content is what google strives to deliver to users. Content writing is very hard work, therefore most business owner don't have the time or desire to keep content flowing. With embroco "content rain," you can turn on this key aspect of your web-presence with a click of a button. We ensure every content marketing dollar you spend contributes towards your ROI. 


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Embroco Blog

By Joel Conner 09 Oct, 2017
As we fast approach the new year, lots of firms are preparing to introduce their 2017 marketing efforts. If you're
thinking about employing a marketing professional, ensure you think about these 17 key factors.

1. Objective Advice. Specialists who are paid costs are more likely to provide you objective guidance than experts who earn commissions based on the quantity of cash you spend. If the consultant profits from ad agency commissions, he has a fundamental conflict of interest because the more you invest, the more he makes.

2. Marketing is so specific and complicated that I advise you work with someone who has offered marketing services for a minimum of 15 years. Make sure you completely interview all consultants you are thinking about.

3. Work. Does the law marketing expert do the work for you? Or does the marketing individual act as a coach and simply tell you what you should be doing?

4. Service. Do you feel that the specialist desires to supply you with the aid you need to make your program be successful?

5. Access. Is the specialist concealed behind a wall of secretaries, account executives and administrative assistants? Or is he easily available to you by phone, fax, and e-mail?

6. Stability. Has the consultant been offering marketing services for some years? Or is he brand-new to marketing-- or brand-new to lawyer marketing-- and just waiting for the opportunity to move on to something else?

7. Marketing Focus. Is the consultant a full-time marketing expert? Or does he use recommendations in other disciplines, such as management, human resources, training or finance?

8. Authority. Does the consultant have sufficient experience that he is an acknowledged authority in his field? Or is he still a relative unknown?

9. Does the specialist have a big personnel and/or a fancy workplace that his customers pay for? Or when you compose a check, are you paying for his high level of understanding, judgment, ability and experience?

10. Does this specialist mark up outdoors services he employs on your behalf, such as graphic artists, printers, professional photographers, web website professionals, and so forth? Or does this specialist offer those services to you at expense?

11. Travel. Does the expert travel around the country from one client to next, running up airline company bills? Or does the expert keep costs down by working effectively with you by telephone, fax and e-mail?

12. Protection. Does the consultant have a skilled marketing specialist who covers for him when he takes a trip? Or are you relegated to an account executive or administrative assistant who takes messages and attempts to relay them to the consultant while he is on the road.

13. Does the specialist have so many clients he cannot supply you with the personal care and attention you should have? Or does he limit his services to a couple of choose clients who receive the best he has to offer?

14. Does the specialist himself perform the work on your behalf? Or does the consultant entrust your work to a junior partner?

15. Marketing Specialization. Is the specialist a marketing professional who works only with one kind of marketing? Or does he aim to be a "jack of all trades" so he can provide whatever marketing services you wish to buy?

16. In marketing, absolutely nothing is more essential than for your expert to have superior composing skills. And don't anticipate the specialist's composing to follow the guidelines of exactly what you and I discovered in school due to the fact that marketing writing is different from scholastic writing. To sample your specialist's writing style, checked out released articles and marketing materials that your consultant wrote.

17. Reviews. Does the marketing consultant have comments from other attorneys that you can examine? The expert you're considering ought to offer you testimonials from various other legal representatives. If he offers only a few, you may be reading remarks from his in-laws.

Experts who are paid fees are more likely to provide you objective guidance than experts who earn commissions based on the amount of cash you spend. Is the consultant a marketing professional who works just with one type of marketing? In marketing, absolutely nothing is more important than for your specialist to have superior writing abilities. Don't expect their writing to follow the guidelines of what you and I discovered in school since marketing writing is quite different from scholastic writing. To sample your specialist's writing style, read released articles and marketing materials that your expert wrote.
By Joel Conner 04 Oct, 2017

1. The absolute worst mistake that I have seen small businesses make in my years as a web consultant in is to never get around to setting up a good website. They fall back on one of many excuses, the foremost is, "word of mouth is what drives my business.” "Word of mouth” and running a great business is what keeps you in business, but it doesn't change the fact that most folks looking for products or services are going to go straight to google. The stats for local business search are undeniably compelling. Local businesses more easily rank well for local search with an optimized website. And with your own website (depending on which option you go with) you have total control of their engagement and user experience, which brings us to the second catastrophic mistake that just breaks my marketing heart.
Action Point: Get a Website (but not before finishing this article)

2. The second worst mistake is thinking, "It’s enough to just have a good facebook page.” Facebook is a great tool for brand awareness and creating some engagement with your product. It is not a replacement for a website. For sure it is much better than having nothing, but facebook and other social media tools are much too confining and limited in what they accomplish for businesses. Also, you have no control of the decisions they may make in the future. This was a lesson I learned years ago as an eBay seller. On a whim, they could change the parameters that could totally change your chances of doing successful business. When a person finds you in search engine land, and they have the option of clicking to learn more about you and your products or services, almost all would prefer to click to a website and not a social media page. And you would much prefer that as well because you have control of what kind of content they will see, how it is structured, and want action points you would like them to take as a result of coming to your website.
Action point: Keep your facebook page and get a great website built for you or take the time to learn how to create one for yourself.

3. The third mistake that I often see is using a "cheap" website builder or simple drag and drop website builder. This one hits close to home for me as a website builder and consultant, because I see some businesses go this route after finding out that there is a cost of having a website built for you. And in contrast, many of my happy clients tried this route before deciding to partner with Embroco to achieve their business goals.   Many if not all of their pain points in setting up their web presence are not only eliminated but are transformed into excitement as they see the results that were previously elusive. When you hire a professional, they have access directly to "the code", and all of it, thus you are no longer confined to the limitations of "safe and simple" website builder application. Using these DIY services might be acceptable for the hobbyist or a simple blogging site, but for a serious business, hiring someone who really knows how to optimize a site for results both for search engine and in user experience, makes all the difference between success and failure. Website marketing firms build and optimize websites every day, know best practices, and have insights that the business owners typically just don't have time to acquire. I have seen some pretty decent attempts by zealous go-getter types. But the astronomical amount of time that they spent trying to achieve a good looking site leave me thinking, “was it really worth it.” And having a pretty site doesn't mean that your site is optimized for success in a world where your competition online is steadily getting more fierce. Having said that, it noteworthy to mention that there are a few DIY website builders that have have the flexibility and power to make a great website. However, for the best results, I still would recommend hiring a designer with marketing experience to build your site.
Action Point: Hire the right Professional Web Design Firm

4. The next mistake that kills your results is never taking the time to maintain and add fresh content to their site or not hiring someone to do it for them. In order to thrive and not just survive when it comes to ranking well on google, you must have a reason for people visiting your site. Not just once but you would like folks to come back and visit from time to time. Create a valuable resource for your clients. Answer questions. Search engines look for helpful original unique insightful written content. Give incentives, promotions, and knowledge and try to make it interesting or even entertaining. One thing that I have learned working in web consulting over the years is that: "Getting content from business owners is harder than pulling teeth!" There are a lot of reasons and excuses for this, but I believe that the main one is that writing is hard work. It is true that no one knows your business like you do and your insight for delivering good content would be invaluable, however, if you never get around to doing it, you would be much better off hiring someone else to do it. The payoff is that once great content has been created, it is done and it will continue to reap benefits in the future.
Action Point: Maintain and create content or hire someone to do it.

5. The fifth mistake that I want to touch on can be a very costly one, Hiring the wrong web design firm for the wrong reasons. The world of web browsers, code, search engines and aggressive start-ups with big ideas is exciting and rapidly evolving. I am going to list a few things to look out for when looking to hire a web design firm.
1. Don’t hire a firm just because they have been around the longest. This may seem like a viable reason, but I have seen large established firms that are still producing websites that are not optimized for mobile devices with code elements dated by 5-10 years.
2. Don’t hire a firm just because they charge the most. Also, they don't give a reasonable justification for the astronomical prices. Having a website built for you should be like a trip to the ER. We practice complete transparency with our pricing from the very beginning. It should be simple, this is how much it costs, this is why.
3. Carefully consider the Content Management System that the firm is connecting to the code of their website. This can be a really big issue once a site has gone live. It is absolutely vital that you have a clear understanding of how easy or not it is to maintain and make changes to your site.
4. Don’t hire a mega-firm that sends much of their work abroad which can cause communication issues and may not be accessible to fix things quickly and accurately. This is a temptation for every web-developer. Hire abroad, manage, take the profits off the top, and retire now. This scenario is problematic in too many ways to mention in this article.

Action Point: Hire a small to midsized firm that uses current best design practices, practices fair pricing with transparency, builds in a powerful content management system, and is dedicated to customer service so you have a real person you can call up and talk to immediately.

6. The final blow that deflates the online potential of any local business is a failure to invest in local marketing tools. For the amount of “seo juice” and traffic that these services provide, they are well worth the meager investment. A beautiful and optimized website is the foundation for success, but in today's competitive online atmosphere, it is just not enough. Most competent web firms will offer to incorporate these services for a one-time fee or small recurring fee to keep these vital marketing engines optimized. Businesses can take advantage of websites such as MOZ Local or BrightLocal and use some of their very helpful tools for free or take advantage of their paid services. Keep in mind that some web-firms may already have access to the more advanced tools offered by these local marketing applications, and have experience in implementing and optimizing your results. What do these sites offer? They maximize your presence in two main areas: Citations (listing your site on online directories) and providing monitoring and Analytics. The other key factor that needs to be actively pursued is getting and monitoring online reviews. Marketing firms can help with this, but the easiest way to accomplish it is to just ask your favorite clients to write you a 5-star review.
Action Point: Use local marketing tools or hire your web-firm to set this up for you. At the very least utilize this strategy for a few months.

I genuinely hope that this article was helpful and helps bring your dreams to fruition.

By Joel Conner 29 Sep, 2017

Local Search engine marketing is a mix of marketing strategies applied to your website and other online channels with the goal that it is found in the highest position possible of Google, Bing and Yahoo for searches that are related to your local area.

Google is extremely attentive as to which websites to showcase in the local search results box, since the local companies that get a top listing will receive higher CTRs (click through rates) and traffic.

Here is a brief summary of local SEO:
An individual wants to find a company (address or a telephone number), in the specified region defined by the query, so as to visit or call to satisfy a need.
Search engines alternatively, want to provide folks with helpful content by offering them details for businesses that satisfy the user-intent.
Experts agree that local SEO resembles long-tail SEO, however, with the proximity added in the query string.

The saying "local SEO" is usually unknown to numerous small enterprises, but for quite a few companies this is certainly all they require to become successful on the internet.
Embroco's extensive local search engine optimization checklist can help you optimize your website for local internet search.

Who needs local SEO?
Every business that has a street address and conducts business a certain area needs local SEO.
Do you own a restaurant, a mechanic shop, a clothing store? Are you a dentist, hairdresser, mechanic or a store?
You must have a website that is designed for local SEO.
Consumers use the Internet to seek out a business before they actually stop by and if they don’t find yours, it’s obvious that you are giving up consumers as well as opportunities and someone else will capitalize. And you can be sure that most of the time another business will undoubtedly be around to pick up your missed opportunity.

Just what are the merits associated with local Search engine optimization regarding small companies?
Boost your odds of showing up higher in Search results - Companies that are chosen to appear in Google local results (including Google Maps) are more likely to get more engagements than websites that don’t show up in this section.

A Cornucopia of Conversions - The conversion rate is significant, since guests visiting a website from local search are highly precise.
Brand visibility and attention -People looking for companies in your area will know that you actually exist and this will make your brand more familiar plus boost interest about your business.
Higher return on investment - An maximized website for local search should produce more benefit to a ‘brick and mortar’ business, since all they want is to get customers searching the web for businesses in their area.
This makes a higher yield on the investment made and possibly faster development than companies that don’t use this.

How is local SEO distinct from general SEO?
Local SEO marketing is for targeting searches in a particular geo location while general SEO methods are applicable for global broad searches.
It should be considered that all SEO advice about on-page or off-page SEO is also applicable for local SEO also.
The main difference is that for local enhancement, you also should provide area interest indicators to Search engines, as we will see in the checklist below.
Smart phone searches are by ‘default’ localized
If you're looking from your smart phone or if you have allowed Google to observe your location when searching from your personal computer, you don’t need to type your location in your search, due to the fact Google already knows your region.
In other words, if you are literally located in Cape Coral and type in italian restaurants on Google search from your smartphone, Google will return the same results as if you typed in restaurants in your area. And the closer you are to a restaurant, the more likely results are going to show that particular place.
The same is true if you search for mexican restaurants near me.
Should all businesses apply Local SEO?
No and the reason is that if you try to target users in a particular area, it will be more difficult to rank for keywords that are related to global search.
Take for example my business,
Some businesses have clients from all over the planet and want to rank for more general terms, they do not provide any local signals to search engines, apart from those they need to give to their users for business understanding and trustworthiness.

Embroco Checklist for Local Search Optimization
I have written regarding the benefit of optimizing for local search for businesses but I haven't yet come to the most crucial part of this post i.e. what you have to do in order to enhance your business site for local search results.

This components on this list are only effective if you actually perform this stuff persistently.

1. Register your business with Google My Business

Having a Google My Business account is the most essential component for Local SEO.
When you create an account with Google Business, Google will verify your address and ownership of the company.
This will be done by either sending you a postcard with a code.
Once your mailing address is verified, your organization will show up on the map and also will be a prospect to show up in local results.
To increase your local ranking on Google, you should make certain that:
• The information provided for your organization is accurate, thorough and correct.
• You respond to every single review customers leave about your business (even the not so good ones).
• You have added photos of your business, attractive looking logos, graphics, & staff photos, to your Google My Business page.
• The hours of your company are correctly set and up-to-date.

2. Register Your Business With Local online directories
Register your company with any trustworthy local directories and don't forget to be consistent in the details you are using.
There are a number of websites that provide lists of helpful directories. Also consider directories directly related to your niche.

3. Create a Local business web page on Facebook
Facebook has a special kind of category for local businesses.
When you create a Facebook Business Page and select the category ‘local business’, Facebook will validate your address and business details.

Facebook can be rapid method to boost brand recognition through easy to operate boosted posts and paid advertising. You can easily select your region for targeted ads. Also, Facebook ads are relatively inexpensive.

4. Optimize page titles, meta-descriptions and URLS
Titles and Descriptions are important for local SEO.
An optimized title should be between 50-60 characters and if you are focusing on local consumers then the location should be part of your meta-title and meta-description.
A couple of real examples from the web:

A local SEO optimized URL could be:

5. NAP (Name, Address, Phone) on website
On your homepage, make sure that your full street address details (telephone number, email, street number, post code, state, country, email) are found as text (not image) in a notable location.
Critical: When displaying your contact number, make sure that you use your local number (including the area code) rather than your toll-free number.
Any indicators you can share with Search engines associated with your vicinity are helpful for boosting the local search results.

6. Register your website with Bing Places for Business is also a pretty good idea
Bing Places for Business is free of charge, simple to complete and yet another way to validate your company data on the internet. Do not forget to link to your Bing profile from your Google My Business page (and the other way around).

7. Try to reply to nearly every single review on every media platform, but primarily your website's blog
In addition to registering on the previously mentioned platforms, it is important to entice clients to review your company and it is equally important to respond to all reviews, even if they are upsetting. In some instances, it may be wise to ignore it and is imperative not to get into some kind of argument while endeavoring to defend your position. You ought to preserve professionalism and built rapport.
You can ask for testimonials by asking very nicely and letting them understand just how much it would mean to you personally and for your company. Do not try to bribe them. That could work against establishing the sort of confidence you desire to obtain. Make the steps as basic and convenient as you possibly can and be mindful of opportune timing. Don't plead, don't nag. Simply don't.

8. Smart phone optimization
Do not forget about mobile, particularly when referring to obtaining clients in your area.
The majority of people make use of their smartphone while on the move and landing on a non-mobile friendly webpage is wearisome and will discourage them from carrying on to search or investigation.

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