Laptop with a Zoom meeting on the screen; green houseplant in front of the laptop

GPO is Hiring a Web Content Writer

We’re looking for a Web Content Writer who can write about anything. Yes, anything. Car tires, brake problems, smelly couch solutions, the best way to make a pizza without an oven (is it even possible?!) – you name it, and we guarantee GPO has the words.

This writer will join our virtual-first team and is ideally located in Texas, Tennessee, Illinois, Montana, or Colorado. They’ll be instrumental in planning, writing, and implementing amazing web content for nationally recognized brands. If you haven’t strongly considered getting inked with a writing-related tattoo at some point in time, think twice before applying. You must love to write!

To apply, please send a resume, cover letter, and links to published writing samples to Haley Collins. Note that to move forward after the initial interview, you will need to complete a writing test so we can gauge your aptitude for this role.

Initial interviews will likely be scheduled the first and third week of September — our team is headed to Content Marketing World on September 13! Come say hello if you’re there!

The Day-to-Day

We’re a fast-paced content technology company with a content team that’s flexible and fearless. No topic is too complicated or too mundane for us to tackle! Join our team and you’ll spend your time:

  • Optimizing existing copy on client websites (page titles, meta descriptions, h1s, alts, anchor text, etc.), and performing independent keyphrase research to support your strategy
  • Collaborating with clients to build fresh and original content calendars that support brand initiatives and earn clients premier placement in organic search results
  • Writing new SEO-friendly copy and blogs for client websites
  • Writing on a wide variety of topics in multiple formats (blogs, industry articles, social updates, banners, case studies, guides, white papers, etc.)
    Writing for our proprietary content platform (seriously, this will be the highlight of your life)
  • Researching unfamiliar topics to create content that is innovative and original
  • Adapting your voice to fit the client’s brand and style guidelines
  • Editing and proofing submissions from freelance writers
  • Editing and proofing internal deliverables, reports, and briefs
  • Formatting and scheduling web content for clients in WordPress

Qualifications

Web Content Writer must have demonstrated writing experience, professional and/or academic. Must also have experience writing for a web-based audience as well as a basic understanding of search engine optimization best practices and how they apply to digital content.

Further requirements include the following:

  • Extreme attention to detail
  • Excellent verbal and written communication skills
  • Familiarity with SEO research and keyword placement
  • Able to multitask, prioritize, and manage time efficiently
  • Ability to work independently or as an active member of a team
  • High school degree or equivalent; Bachelor’s degree in creative writing, journalism, English, or related field preferred
  • Experience in Google Docs (preferred)
  • Experience in WordPress (preferred)

Mental & Physical Health Benefits

  • 100% employee and dependent children premium paid by GPO for Bluecross Blueshield medical and Aetna dental insurance
  • Family and dependents can be added to plan with pretax payroll deduction
  • Free 24/7 access to medical doctors, therapists, and psychiatrists through MDLive
  • Self-managed PTO starting with 15 days (120 hours) PTO per year, increasing thereafter
  • 13 paid holidays per year (and Voting Day when applicable): New Year’s Day, MLK Day, President’s Day, Memorial Day, Juneteenth, Independence Day, Labor Day, Indigenous Peoples Day, Veteran’s Day, Thanksgiving (2 days), Christmas (2 days)
  • Summer half-day Fridays from Memorial Day to Labor Day
  • Up to 15 days (120 hours) for life events requiring time away from work

Workplace Benefits

  • Work from home with strategic, in-person office hours
  • All technology, equipment, and work materials provided by GPO
  • Ongoing monthly WFH bonus of $500 to optimize your home office setup
  • Flexible, collaborative work schedule
  • Community Benefits
  • Open door coffee chats with our CFO
  • Virtual Happy Hours
  • Themed virtual events, like Murder Mystery challenges
  • Monthly Culture Champion meet-ups and learning sessions

Financial Benefits

  • Commission program for sales and new team member referrals for all GPO employees
  • Employer-sponsored 401(k) with a 3% GPO contribution, regardless of your payroll contributions to the 401(k)
  • Financial support for work-related learning courses, certifications, conferences, etc.

Who Is GPO?

GPO is an agile content technology company that serves mid-sized and Fortune 500 clients across a range of industries including fashion, food, financial services, events, CBD, automotive care, and more. Everything we do points toward our mission: to make the Internet a better place through search.

We’re jazz-hands, big-smile proud of who we are and who we are becoming. Our developers oversee a data-driven SaaS platform that creates content at scale, generates client dashboards, and manages API integrations. Our business listings team ensures clients’ stores are accurately represented across the digital ecosphere, and our content and SEO teams work together to get clients on page one of search results. You’ll get to work with them all, and play an integral role in both GPO’s success and that of our clients.

Our numbers help tell our story:

  • We’ve driven millions of local organic search visits — accounting for more than $2 billion in revenue — to some of the nation’s largest multi-location brands.
  • We manage more than 1.5 million store pages, data listings, and product information listings for some of the country’s largest brands.
  • Our 10+ years of history reflects GPO’s success in collaborating with clients in the local digital marketing space.

Learn more about GPO on Glassdoor!

To apply, please send a resume, cover letter, and links to published writing samples to Haley Collins.

A row of shoes displaying only the backs of them

Here’s Why DTC Brands Need Local Content

Direct-to-Consumer brands need local content. Find out why.

Free two-day shipping. Lower prices. Countless options. It’s no wonder more than half of consumers begin their product search on Amazon. Whether you realize it or not, Amazon and similar large online retailers are your competitors. As a Direct-to-Consumer (DTC) brand, where does that leave you in the e-commerce world? How are you supposed to keep up?

Are Third-Party Marketplaces Hindering Growth of DTC Brands?

Maybe you already have your products listed on a third-party marketplace, or you’ve thought about adding them. Third-party fulfillment and shipping can be a tempting prospect, but let’s consider all you give up:

  • Listing fees (up to 15% of each sale, in some cases) take a bite out of your bottom line.
  • Your customer’s experience is at the mercy of the marketplace’s platform. You have little to no control over the e-commerce experience
  • You don’t get the opportunity to build long-term customer relationships. You have no leeway on how to handle unsatisfied customers, and no way to keep in contact with those who are satisfied with their purchase for possible repeated sales.

Even the largest brands in the world might not have the resources or shipping networks that those large third-party marketplaces do, but here’s something you do have: local marketing.

Instead of giving in and losing business to online retailers, it’s time to harness the power of high-quality content as a local marketing tool for your DTC brand. And GPO is here to show you how.

Why Your DTC Brand Needs Local Digital Marketing

Ready to step up your DTC marketing in the face of booming e-commerce? Let’s take a closer look at the perks of skipping online marketplace listings and targeting local customers instead.

Increase brand loyalty.

Today’s top DTC brands know the value of customer loyalty. Building your DTC customer base—particularly on a local level—is a strong long-term play. YOU build the online platform customers will enjoy using, YOU set up the loyalty programs, and YOU get the benefit of nurturing long-term customer relationships with real people in real communities.

Save on shipping time and costs— for you AND for customers.

Today’s record-high shipping costs can certainly take a bite out of your profit as a DTC brand. Not to mention, many consumers have come to expect next-day or two-day shipping. While some are willing to pay for quick shipping no matter the cost, most aren’t willing to pay a premium price for super-speedy cross-country shipping. If your DTC brand has existing fulfillment centers or physical storefronts in specific regions, local digital marketing helps you target customers close to those hubs. Locally targeted marketing can cut down shipping costs for all parties, as well as reduce shipping times (and increase satisfaction!) for buyers.

How to Use Content as a Local Marketing Tool

Local digital marketing is so much more than social media or email blasts (though those things are important, too!). If you’re ready to harness the full power of content as a local marketing tool, here are some strategies to consider:

1. Create hyper-local local content for important keyphrases.

Using local, niche-based keyphrases and long-tailed keyphrases can put your brand in front of the right customers—and put you ahead of third-party marketplaces like Amazon in search rankings. For example, using the keyword “running shoes in Austin, Texas” or the long-tailed version “best running shoes for trail running in Austin, Texas” helps your content reach your ideal customer in Austin, Texas. Don’t want to waste valuable time and resources writing pages for every city, neighborhood, and locale you want to reach? Content-at-scale is your answer to creating unique, hyper-local content (at hyper-speed, to boot!).

2. Highlight local retailers where products are sold, plus important shopping attributes for each.

Even before pandemic regulations were in place, consumer use of “buy online, pick up in store,” or BOPIS, increased by 35% in late 2019. That number has only grown in the time since, which means this locally-based option is here to stay. With a local digital marketing strategy, you can boost the power of your existing physical retail network. Customers love getting their items the same day they purchase them, and your brand can use its existing locations (or third-party local retailers) as pickup points to save on the costs of fulfillment and shipping. Everyone wins!

3. Create a large volume of personalized content.

In addition to including local keywords in your content, you can incorporate things people are already searching for. For example, high-quality content can help you rank in search queries for “car maintenance tips for Ford F-150 owners.” Once a user clicks on a page for your brand, local content can direct them to a nearby retail location or service center, thereby driving local sales. GPO uses your product data to create niche content for all your products to attract a broader audience of ideal customers, and ultimately bring in more conversions for your brand.

Secure Your Place Amongst Top DTC Brands

Ready to boost your brand’s local presence? We’re here to help. GPO’s content experts know how to create content that can get your DTC brand seen locally… in ALL your desired locales. Contact us today and start leveling up your local digital marketing strategy.

Culture Champions: How GPO Fosters Diversity, Equity, and Inclusion

Culture Champions is GPO's employee-led DEI initiative. Learn who we are and what we do!

It’s been two years since GPO has gone fully virtual. And while we love the WFH life, it came with its own set of challenges. How do you maintain a strong company culture when your team is spread across the country?  How can you ensure a sense of community and belonging from afar?Give me breakfast tacos or give me death small marquee sign

Enter: GPO Culture Champions. Culture Champions was formed in 2020 as a response to a shift in both our work and home lives.

We created an internal Unity Plan in 2020 as a commitment to:

  • Create a sense of belonging for employees
  • Maximize connection in an increasingly digital workplace
  • Commit to top-down and bottom-up transparency
  • Hire, retain, and grow employees and business
  • Commit to unity — hence, Culture Champs was born!

What is GPO Culture Champions?

Culture Champions is comprised of employee-led committees looking to further our diversity, equity, and inclusion initiatives. Additionally, Culture Champions seeks to uphold our core values and create a positive community providing accountability and camaraderie.

Who is a Culture Champion?

A culture champion is someone who believes in, supports, and cultivates a positive workplace culture. At GPO, that means getting involved in employee-led meetings and initiatives.

What Do Culture Champions Do?

Encourage Diversity

The Diversity Committee ensures we not only celebrate our existing diversity within our company and local communities but to find opportunities to create a more diverse and inclusive work environment. The Diversity committee fosters conversation and knowledge sharing by hosting book clubs, TED talk clubs, Netflix clubs, round tables, jeopardy games, and more.

Take a peek at some of this year’s diversity initiatives:

Black History Month

The GPO team met for Netflix club to enjoy Kevin Hart’s Guide to Black History. Our team cozied up on the couch with their families over the weekend to watch the short, one-hour comedy and educational special to learn more about Black History’s unsung heroes. Then, we met for a virtual get-together to flex our newfound knowledge with a game of jeopardy and to chat about the film.

Additionally, Diversity Committee provided Slack and meeting updates calling out Black achievements in tech and local Black-owned businesses.

Women’s History Month

For women’s history month, Diversity Committee compiled and presented both a list of empowering women in the workplace and dove into a timeline of women’s history in the US.

GPO is home to some truly kick-ass women in tech. How better to celebrate the women on our team than by getting to know them? Diversity Committee organized a blog post in which the women of GPO describe their passions, challenges, and how they’ve made their way in the tech industry.

Asian and Pacific Islander Heritage Month

GPO celebrated AAPI month with a presentation on AAPI month’s history, AAPI heritage, AAPI heroes, and how GPOers could engage and support their local AAPI communities. We’re all about furthering our knowledge and met to discuss an article on this year’s AAPI theme during our bi-weekly Happy Half Hour.

Pride Month

June marks Pride Month and Diversity Committee celebrated with a Netflix/TED talk and roundtable discussion. We learned from Ash Beckham’s TED Talk how to tackle hard conversations head-on and how to back up our words with action and accountability. We also enjoyed a brief comedic history of Pride from Wanda Sykes.

Juneteenth

As an Austin, Texas-based company, GPO observes Juneteenth and recognizes Juneteenth as an opportunity to reflect on the past and celebrate Black lives, Black futures, and Black success. GPOers get the day off to observe this holiday.

Foster Work-Life Balance

GPO Yeti tumbler on a river cruiseThe GPO team is always excited to work together to collaborate, hustle, and create incredible content technology that helps our partner brands meet their goals. But, we know that work-life balance is the key to excellent performance, employee happiness, and general quality of life.

GPO doesn’t just talk the talk when it comes to work-life balance. Here’s how Culture Champions ensures you’re able to work hard and play hard:

Mental Health Days

Find your zen (and don’t check your email)! Twice a year, our entire team gets a full paid day off to unplug, relax, and recharge.

Wellness Initiatives

Our team is comprised of go-getters who set big goals for themselves both in and out of the office. We participated in a wellness challenge where each participating team member was able to set their own wellness goal, track it, and receive support and accountability.

Multicultural / Flex Holidays

Take the time you need to honor your culture, religion, birthday, or whatever is important to you.

Summer Fridays

This year GPO introduced Summer Fridays! We’re OOO on Friday afternoons to soak up a bit of extra summer sun and fun.

Work Smarter, Not Harder

We’re all about efficiency and self-accountably here and have created an environment of trust. If your work is getting done it’s a-okay to take a long lunch with friends, leave early for a workout class, or to close your laptop to catch your kiddo’s little league game.

Promote Inclusion

Coffee Talk

At GPO, you can choose to jumpstart your Tuesday and Thursday mornings with lively conversations about current events, pop culture, or random topics. This is a great opportunity for our cross-department team members to connect, chat, and get to know one another on a personal level.

Virtual Happy Half Hour

Every other Thursday, GPOers meet for an optional virtual Happy-Half Hour to enjoy a cool beverage, hang out, and unwind as the workweek comes to a close.

Celebrate With One Another

Virtual Holiday Party and Gift Exchange

Our virtual White Elephant party is always a hit. Our team has a blast exchanging — and stealing — gifts from one another. Sandwich makers, tortilla blankets, Death Charades, fermentation kits, healing crystals and more… you never know what you’re going to bring home!

#goGPO Days

True team bonding doesn’t just happen — it needs to be fostered! At GPO we’ve started #goGPO day to create hours of time dedicated solely to kicking back, relaxing, and bonding over an exciting shared experience.

We’ve tapped into our creative side with a virtual paint party with Painting With a Twist and also teamed up to solve a murder — a virtual murder mystery, that is.

Team Lunches

Our teams in Austin, Nashville, and Dallas will meet up to see each other face-to-face and enjoy lunch at our favorite local spots.

Pursue Knowledge

Paid Professional Development Opportunities

Knowledge is power. As one of our core values, we encourage and support our team members in pursuing professional development.Haley S. Collins and Erika DeVerter at the NTC Summit

At GPO, you can choose to take advantage of paid:

  • Certifications
  • Credentials
  • Conferences
  • Trainings

Lunch & Learns

From “Connotation, Punctuation, and Written Communication” to “Artificial Intelligence and SEO”, our voluntary Lunch & Learns give each member of GPO a chance to demonstrate their in-depth industry knowledge.

Book Club

From brushing up on our leadership skills to exploring ways we can create an inspiring workplace culture, our Book Club has given GPO team members self-development opportunities.

Some of our favorite learnings and discussions stemmed from:

  • Netflix No Rules Rules: Netflix and the Culture of Reinvention
  • Radical Candor
  • Dare to Lead
  • Wolfpack

Mentorship

GPO creates mentorship, transparency, and cross-department conversation through GPO Buddies. The GPO Buddy system provides a chance for us to connect one-on-one with people we don’t usually connect with and allows for senior members to share their best career experiences and advice.

Have What it Takes to Be a GPO Culture Champion?

We want our team to have a voice and a seat at the table when it comes to designing a workplace culture. Culture doesn’t just happen — it takes work. At GPO, we value the time it takes to create an inviting, inclusive place for professionals. We don’t always get it right, but we’re committed to the work it takes to pave an inclusive path for our team.

Interested in becoming a GPO Culture Champion? Come work with us!

man delivering food delivery from virtual food company to house

Google Adds Business Profile Guidelines for Virtual Food Brands

What you need to know to best manage your virtual food brand's Google Business Profile.

There’s no question that virtual food brands are growing. The virtual food brand market is estimated to be a $1 Trillion industry by 2030. Demand for pick-up and delivery food has increased and it seems Google has taken notice of this business model. To accommodate the growing number of virtual food brands, Google created rules to get them on the map — without causing mass confusion.

Google recently updated its Google Business Profile guidelines to allow virtual food brands to create business listings that are not duplicative of their restaurant or virtual kitchen partner.

Virtual food brands have historically faced challenges when it comes to creating Google Business Profiles. Since these virtual brands operate out of already-established restaurant kitchens or out of a virtual kitchen, they share an address with their partner, causing online listing confusion.

New guidelines for virtual food brands on Google Business Profile help define how to create business listings.

Co-Located Food Brands

Co-located food brands that offer pickup should display their address only if they offer pick up for all customers. For example:

  • If Restaurant and Virtual Food co-located brands offer pick up, both the Restaurant and Virtual Food brand may display the same address on their business listing.
  • If Restaurant offers pick up and Virtual Food brand does not offer pick up, then Restaurant should display the address and Virtual Food brand should hide the address and add a service area.

Delivery-Only Brands

Delivery-Only brands that operate out of a virtual ktichen can create Google Business Profiles, but only if they have distinct packaging and a website. These types of brands need to add service areas and hide their address to avoid having customers show up in-person for pick-up.

Multiple Delivery-Only Brands Under One Virtual Kitchen

Multiple Delivery-Only virtual brands that operate out of one location may have individual Google Business Profiles, but they will undergo additional verification steps. The extra verification steps are likely in place to help Google understand these brands and their locations.

Virtual food brands can authorize a virtual kitchen to be the “verified provider”, which allows the virtual kitchen to manage each virtual food brand’s business profile.

The virtual kitchen or facility that houses the delivery-only brands may also have its own business profile.

For a complete list of guidelines, check out Google Business Profile Help, the Virtual Food Brand section under Chains & Brands.

Listings Tip: Link Business Profiles to Local Pages

As virtual food brands optimize business listings, make sure to link Google Business Profiles to your local pages. Need help creating localized content for your virtual food brand? GPO can help! We have a wide range of solutions that include scaled content creation and website hosting. Get in touch today!

Line Of Businesswomen In Modern Office Listening To Presentation By Colleague

Meet the Women of GPO | 2022

Get to know the incredible women of GPO.

March marks Women’s History Month. During this time, GPO has been reflecting upon the contributions women make — both at home, in their communities, and in the workplace. Like those in tech before us, the women of GPO are talented, capable, and here to get stuff done. 

Without further ado, meet the women of GPO! 

Jane-Marie Barnes
Jane-Marie Barnes | Account Manager

Tell us a little about yourself.

I’m originally from Dallas, TX, and found my passion for marketing and advertising while studying at the University of Texas at Austin. I’ve always been interested in psychology and understanding how human brains work and what influences them, and to me, advertising is applying that psychology to the corporate world. 

Why did you decide to work in this industry? 

Organic search is the battleground of digital word-of-mouth and is a true differentiator between brands. For example, if I’m looking for a pair of sunglasses but have no idea where to start, the first thing I do is research on Google. Whatever result populates first, I’m going to assume has a better idea of what I’m looking for compared to other search results. It’s fascinating!

What’s your favorite thing about working at GPO? 

GPO is the first organization I’ve worked at that sincerely cares about its employees and works to ensure everyone feels heard, included, and like they’re working towards a common goal. We’re like a little family, and we’re always supporting each other. 

What is your “why?” in life and work? 

I think a lot about what my purpose is in life, and at the end of the day, I just want to help others succeed. 

What steps do you take to ensure balance in your career, personal life, and passions? 

I make sure to keep a steady routine and focus on being present at work as well as when I’m with my husband and our dog. Taking time for yourself is important — otherwise, it’s hard to bring your best self to the office. 

What advice would you give your 21-year-old self? 

Stop worrying so much about the future and what other people think — it will all work out exactly the way it’s supposed to and you’ll be so glad it did!  

What advice would you give to young women entering your profession? 

When I graduated college, the best piece of advice I received was from my dad. He told me, “from the moment you walk into that office on your first day, make yourself indispensable. Make sure they can’t afford to lose you.” This industry is fast-paced and ever-evolving, and it’s important to keep up and always think ahead! 

What are some challenges you’ve overcome? How would you recommend others navigate those challenges? 

My career has been a rollercoaster of ups and downs. During those downs, the only thing you can do is put one foot in front of the other. Even though it might not feel like it, eventually, you WILL get to the other side. 10000% guaranteed. 

Words of wisdom or a quote that gets you up in the morning? 

Be the version of You today that the You 20 years from now wishes you had been. 

 

Allyson Chapa
Allyson Chapa | Technical Program Manager

Tell us a little about yourself. 

Born and raised Austinite who enjoys spending time with friends and family. My favorite pastimes include reading and organizing. Yes, it’s true I organize just about anything —  from pantries to excel sheets and software implementations. Interesting fact: I’ve been skydiving. 

Why did you decide to work in this industry?

It’s fast-paced and always changing. I enjoy the day-to-day fluctuations and how the industry is always pushing beyond. There is no such thing as stagnation — and that matches my personality! 

What’s your favorite thing about working at GPO? 

My favorite thing about working at GPO is getting to see a company evolve from an agency to a tech company. It’s a very unique experience to see how processes and communication can change a company from the bottom up. 

What is your “why?” in life and work?

My why is my family. I find that I’m fortunate to have a partner in life that works just as hard (if not harder) as I do. We challenge each other in our household and celebrate our wins together. 

What steps do you take to ensure balance in your career, personal life, and passions? 

I’m involved in a lot outside of work: Make A Wish, Junior League of Austin, and Between the Covers Book Club. These activities keep me nice and busy and help build a strong community outside of the office.

What advice would you give your 21-year-old self? 

Oh gosh! I would say get on anxiety meds sooner than later. Haha!

What advice would you give to young women entering your profession? 

Always volunteer for a new project. You may just find your new job opening something you never knew you enjoyed. 

What are some challenges you’ve overcome? How would you recommend others navigate those challenges?

 For me, it’s been perfectionism. I have severe (debilitating) anxiety that made it almost impossible for me to take feedback and make mistakes. I felt like I was constantly struggling to put myself through fear of rejection. I was able to find mentors who have walked in my shoes to help me understand how to deal with stress and anxiety while being a successful employee. 

Words of wisdom or a quote that gets you up in the morning? 

I just took a DNA test turns out I’m 100% … AWESOME. 😉 

 

Haley S. Collins
Haley Collins | Director of Operations and Content

Tell us a little about yourself.

Colorado-bred and now Tennessee-rooted. I enjoy all things related to the written word and couldn’t live without reading and writing! When I’m not living my best life at GPO, I’m traveling, exercising, building epic Airbnb lists, and writing short stories via text message. 

Why did you decide to work in this industry? 

I didn’t know this industry existed when I graduated college! My journey started with a passion for writing and evolved into a love for digital content and the search experience. I’ve stayed in this industry because it’s the best place, as a content creator, to provide the most actionable value to the widest audience.  

What’s your favorite thing about working at GPO?

The people! My team is smart, supportive, and constantly pushing themselves to be better. That’s the grit and hustle I want to surround myself with. I’ve also never experienced such autonomy and trust in the workplace. GPO has spoiled me worse than a grandparent on Christmas morning!

There’s also the nature of what we do at GPO. We get our clients’ data, products, and services to the right people at the right time. Sounds fluffy,  but we have the opportunity to improve everyday lives. Let’s say you need help troubleshooting a leak under your car. Is it safe to drive? Where is your nearest repair shop? Or, maybe you can’t figure out why your TV turns off by itself and you’re about to miss America’s Got Talent. These are real, frustrating, in-the-moment needs that can be turned into fruitful ones. At GPO, we identify the problems that our clients solve, then “back up” in the journey to create and position their information to be served at the right time, to the right people.

What is your “why?” in life and work? 

The unknown! What’s next, what experience is around the corner, what will I discover? And can I wear sparkles? 

What steps do you take to ensure balance in your career, personal life, and passions?

I’m still learning this balance! At a minimum, I try to take at least a 15-minute walk during lunch, plan a travel adventure every quarter, and remind myself that there’s no such thing as a content emergency. I have exactly one life to live and must act accordingly. 

What advice would you give your 21-year-old self? 

Call your brother. Call your mom. Call everyone back and pay more attention to your relationships with people. There is no award for going it alone, and you can never go back in time and start a friendship or relationship. And while you’re at it, be intentional about literally everything in your life — where you live, work, play, travel, etc. 

What advice would you give to young women entering your profession?

Similar to the above, cultivate your community and be intentional. Be aware and cautious of the type of work environment you put yourself in. Not all environments are created equal, and you WILL absorb parts of wherever you land. Also, never stop writing for yourself. If that’s what brings you joy, write for yourself and hold onto your voice. One of the beauties of the content creation profession is that you learn to adopt a thousand voices. Just make sure yours is still one of those thousand.

What are some challenges you’ve overcome? How would you recommend others navigate those challenges? 

My work and GPO have always been a place of stability, creativity, and challenge for me. During my husband’s deployments in Afghanistan, GPO was there! And when he returned and went to law school in a different part of the state, GPO was there and always flexible for the years we lived apart. 

Words of wisdom or a quote that gets you up in the morning?

No joke… I sing the “Winnie the Pooh theme” song every morning. Gotta get up, I’ve gotta get going….I’m gonna see a friend of mine…

 

Erika DeVerter
Erika DeVerter | Content Writer

Tell us a little about yourself. 

I was born and raised just outside of Kansas City, Missouri. In 2020, I packed up my cats and dog and followed my family to Nashville in search of warmer weather and greener pastures. 

I’ve always had many interests, too much curiosity, and an unwavering love for writing. Naturally, I wanted to be a journalist. I studied Journalism at Mizzou before I fell in love with strategic communication and transferred to William Jewell College where I obtained my BS in Public Relations. 

Both during/post-grad, I’ve worked in social media management, content marketing, branding, and as a freelance writer. 

Outside of work, you’ll likely find me in a Pilates reformer class, making music, spending time with my pets, hiking with my family, or frequenting Nashville coffee shops. 

Why did you decide to work in this industry?

Once I found my passion for content marketing, it was game over. I love that the tech industry is ever-evolving and keeps me on my toes. Every day I can expect to learn, face new challenges, and innovate.

What’s your favorite thing about working at GPO? 

The first thing that comes to mind? My cats join me for meetings — one of the perks of WFH life. 

But really, it’s the people! From day one, the entire team has been welcoming. Everyone at GPO actively works to create an inclusive environment where you feel seen, heard, and respected.

What is your “why?” in life and work? 

It’s important to me to feel like I’m making a positive impact in both my personal and professional life. In past positions, I struggled with finding that “why”. Thankfully, at GPO I get the opportunity to do my part in making the internet a better place by creating valuable content that helps searchers quickly find what they’re looking for.

What steps do you take to ensure balance in your career, personal life, and passions? 

For me, it’s waking up early. I need that time in the morning to catch up on the news, set my day’s intentions, snuggle with my pets, jot down ideas, and slooowwwly sip my first cappuccino. Taking that time to myself early in the day helps me get centered and show up fully present. 

I’m also a huge fan of lunch-break workouts. Getting myself up and moving at lunch helps me physically and mentally feel my best. 

What advice would you give your 21-year-old self? 

Use sunscreen, drink water, and enjoy the ride — it’ll all work out. And, don’t be afraid to make a fool of yourself from time to time, you’ll have more fun if you do. 

What advice would you give to young women entering your profession?

Criticism is a natural (and crucial) part of the writing process — and life in general. Learn to embrace critique without taking it personally. Doing so will make you easier to work with and help you grow. Learn from edits, make corrections, and adapt. You’re gonna go far, kid!  

What are some challenges you’ve overcome? How would you recommend others navigate those challenges?

I’ve struggled with perfectionism both professionally and in my personal life. During those times my creativity and productivity both suffered as a result. Overcoming perfectionism is a process — one that I’m still working on.  Show yourself compassion and remember that no creative work will ever feel finished. Set it free, anyways. 

Words of wisdom or a quote that gets you up in the morning? 

“Without leaps of imagination or dreaming, we lose the excitement of possibilities. Dreaming, after all, is a form of planning.” 

― Gloria Steinem

 

Charlee Freeman
Charlee Freeman | Content Writer

Tell us a little about yourself. 

Houston native here! I hold a Psychology degree (with a minor in creative writing) from SFASU. Post-university, I taught high school ESL students. These children inspired me to open my horizons and travel. Consequently, much of my life has been a whirlwind of teaching abroad, flight attending, and freelancing. Now, I travel in my spare time and spend most weekends visiting long-distance loved ones.

Why did you decide to work in this industry? 

I grew up writing heavily illustrated “novels” as a child. Crafting stories was always a passion of mine. A few years after college, it dawned on me! I should pursue a career that allows me to enjoy my favorite pastimes — travel and writing. That happened to be a remote job at GPO. 

What’s your favorite thing about working at GPO?

I enjoy two things about GPO equally. One: I have the freedom to work remotely while traveling whenever and however I want. Two: The culture here is unmatched. Our team focuses on client objectives, but we’re also not afraid to talk about the tough stuff.

What is your “why?” in life and work?

My “why” is family. I have a younger brother (he’ll be four when this article is published), and I want to help set the foundation he needs to achieve whatever he wants in this life. I didn’t have a privileged upbringing, but my dream has always been to change that narrative for my family.

What steps do you take to ensure balance in your career, personal life, and passions? 

Each morning, I rise before the sun to focus on the long-term goals I’ve set for myself. This involves practicing yoga, journaling, honing my Spanish skills, and more. I don’t allow any obligation — work or otherwise — to encroach on this sacred time. It definitely helps me to achieve balance.

What advice would you give your 21-year-old self?

Being a socialite and A-student is not all that you are. There’s so much value in getting to know yourself, standing up for what you believe in, and enjoying other activities beyond college parties and earning good grades. Find your hobbies and achieve them by any means necessary.

What advice would you give to young women entering your profession? 

If this profession is something you think you’d enjoy, do it. It’s really as simple as that. This career path isn’t always easy, but it’s also not always hard. Women at tech companies are a thing. Make it yours.

… And don’t be afraid to take up space. You.are.worthy!

What are some challenges you’ve overcome? How would you recommend others navigate those challenges? 

Imposter syndrome is something I struggle with and haven’t fully overcome. I know the answer to conquering this, but the application isn’t always easy. 

The answer — Nobody has life figured out. Remember that you deserve a seat at the table just as much as anyone else.

Words of wisdom or a quote that gets you up in the morning? 

“If I didn’t define myself for myself, I would be crunched into other people’s fantasies for me and eaten alive.”

― Audre Lorde

This quote reminds me to remain true to myself and never to allow anyone’s negative opinions or perspectives of me to become my reality.

 

Laura Hoot
Laura Hoot | Senior SEO Analyst

Tell us a little about yourself. 

I find it really difficult to write about myself. So, we can start there… but if someone else were to write about me, per se, they might say something like, “Laura is a hard-working, loving mom and wife.” 

Why did you decide to work in this industry?

Well, to be honest… money! In college, I traded movie reviews for movie tickets and SXSW and Austin film festival passes. It was fun, but a free movie screening doesn’t pay for your electric bill. SEO provided a way for me to write – search engine optimized articles, specifically – for money.

What’s your favorite thing about working at GPO? 

The PEOPLE! Spoiler alert: SEO is boring, sometimes. So, it’s the people that keep me going – the clients I’ve gotten to know over the years, and my coworkers, who are all about supporting each other, even in a remote environment.

What is your “why?” in life and work? 

My son. That’s a cop-out I guess, but let’s just say I’d be making very different life decisions if I didn’t have a kid. 

What steps do you take to ensure balance in your career, personal life, and passions? 

GPO facilitates this by allowing me to work remotely, and also being understanding when mom-related conflicts come up! And so do family and friends. It’s so important to take advantage of people in your life. People who can watch your kid while you go have a date night with your husband! 

What advice would you give your 21-year-old self? 

Don’t be so close-minded about therapy. 

What advice would you give to young women entering your profession? 

It’s not a race. It’s your life. Make sure to enjoy it, and create memories and relationships that will keep you warm as you grow older. 

What are some challenges you’ve overcome? How would you recommend others navigate those challenges? 

For me, it’s not always easy to read the room! I’ve definitely gotten better at it, but sometimes you have to take a step back, and ask, “Who is my audience? What is my goal?” Just because you have good intentions, doesn’t mean your point will be well-taken!

Words of wisdom or a quote that gets you up in the morning? 

“You can’t go back and change the beginning, but you can start where you are and change the ending.”

— C.S. Lewis

 

Nikol Moen
Nikol Moen | Marketing Director

Tell us a little about yourself. 

I’m a working mom of two toddlers who loves spending time on Lake Travis in Austin, Texas with my family! I’m currently — and slowly — pursuing a Master’s in English in the evenings, and my obsessions include podcasts, audiobooks, and making Shutterfly photo albums. 

Why did you decide to work in this industry? 

I’ve been in love with content marketing since the beginning of my career. Having the ability to work at a company that’s creating and optimizing content technology for brands helps me wake up ready to tackle the workday.

What’s your favorite thing about working at GPO? 

I love working with every single person at GPO! Our team is extremely talented, kind, and — bonus points! —hilarious. 

What is your “why?” in life and work? 

My “why” in life and work is to create meaningful relationships with the people around me. I believe in creating a tribe of connections you can count on at work and at home. 

What steps do you take to ensure balance in your career, personal life, and passions?

I was once told that interesting people do interesting things. In order to be an interesting person DOING interesting things, I try to segment my day into work, family, and personal time to allow myself time and energy to focus on each. 

What advice would you give your 21-year-old self? 

Don’t be afraid to be in the driver’s seat of your own career path. Oftentimes, college grads don’t have the influence, sway, or (honestly) the connections to drive forward the career path they truly want to be on. Create relationships with great leaders and share your aspirations with them. They want to help young talent succeed.

What advice would you give to young women entering your profession? 

Focus your energy on becoming an expert in your industry. Leaders appreciate talent that goes deep, not wide. Learn everything you can about competitors, your product, the core skill set needed for your area of expertise. Even if you’re not the best, your hard work will shine.

What are some challenges you’ve overcome? How would you recommend others navigate those challenges? 

The hardest challenge I’ve faced is being a working mom! Balancing all the things — little kids, home life, and work — can be extremely taxing, so having a supportive, flexible workplace can make all the difference.

Words of wisdom or a quote that gets you up in the morning?

“Half the battle is just showing up.” Consistently showing up with a positive attitude has paid dividends in my life. The greatest artists, writers, executives show up even when they’re feeling uninspired. Do the work and the inspiration will come!

 

Holiday Newton
Holiday Newton | Content Writer

Tell us a little about yourself.

I spent the first 18 years of my life in a small Northern Nevada town before jumping across the country to attend school in Vermont, where I studied Professional Writing and dedicated my evenings to being holed up in a dorm room writing moody poetry. While I loved the fall foliage and cozy vibes, New England winters weren’t my jam, so I moved back home postgrad. After two years of figuring out what my next Big Step in life would be, I spread my wings once again and took flight to Austin, where I’m still finding my groove. In my free time, I enjoy spending too much money on Sunday coffee shop trips, reading too many books, and rewatching old sitcoms I’ve already seen too many times. 

Why did you decide to work in this industry? 

I like that it’s constantly changing so there’s always something new to learn. I get bored easily and thrive in environments that keep me on my toes, which this industry definitely does. You never know what the next day will bring!

What’s your favorite thing about working at GPO? 

Being able to forge great relationships with my coworkers despite working in a remote environment and being separated by state lines. From local in-person luncheons to twice-weekly virtual coffee talks, there are plenty of opportunities to get to know all the amazing people who work here. 

What is your “why?” in life and work?

To keep growing and learning, whether that’s through cross-training on a different team at work or trying out a new hobby in my personal life (even if I end up with a storage bin full of discarded craft supplies from failed attempts). 

What steps do you take to ensure balance in your career, personal life, and passions? 

It can be difficult to find the balance, especially working from home. I make sure to log off at a reasonable time unless I have an assignment that absolutely needs to be finished. I also don’t have my work email or any work-related apps except Slack (with notifications turned off) downloaded on my phone.

What advice would you give your 21-year-old self? 

Listen to your academic advisor when he says you catastrophize. You do, and you need to stop it. Learn to have faith in yourself and believe everything will work out in the end — because it does. 

What advice would you give to young women entering your profession?

Know. Your. Worth. It’s easy for others to take advantage of your inexperience or self-doubts, especially when you’re in a more creative profession. I regret the time I spent in roles where I was underappreciated and under-compensated. 

What are some challenges you’ve overcome? How would you recommend others navigate those challenges? 

I had a big fear of getting “stuck” in a position I didn’t like and not knowing how to pivot into the role/industry I wanted. My biggest advice is to not be afraid of taking chances. Sometimes you need to do things like freelance work on the side to gain the right experience and make big personal moves like relocating to a new state with better opportunities. 

Words of wisdom or a quote that gets you up in the morning?

In his memoir On Writing, Stephen King says, “The scariest moment is always just before you start. After that, things can only get better.” He’s referring to writing, but I think it can be applied to most things in life. A new project at work, a coffee date with a potential new friend, or a solo cross-country move. 

 

Rachael Parrott
Rachael Parrott | Vice President of Client Partnership

Tell us a little about yourself.

When asked where I am from, I struggle to answer. I am from a Grandfather who immigrated from Greece and as a young man shined shoes and called orange crates furniture. A Grandmother who grew up with means and paid no attention to glass ceilings. I am from a mother and father who worked hard and expected perfection. I am from the salt air of the Pacific, from fish hooks and mountain bikes. The oak floor of the basketball court, my sanctuary, my shelter from the storms of life is the mountain.  

Why did you decide to work in this industry?

Simply put, the people. The digital marketing landscape is constantly changing, it takes a special and interesting person to want to continue to learn and attempt to keep pace with the innovations. Interacting with this incredibly driven group of people is nothing short of inspiring. 

What’s your favorite thing about working at GPO?

Hands down the people. We can explore our ideas together in a fun and supportive environment. 

What is your “why?” in life and work? 

My why is consistent,  my people, my health, and always a good laugh. For clarity, my people aren’t just my family, they are my chosen family, my colleagues, our clients, our partners, and boy do I love hearing about their successes both personally and professionally. 

What steps do you take to ensure balance in your career, personal life, and passions? 

From my perspective, balance is not something that is achieved, rather it’s balancing life/work at the moment.  As a mother, I have straddled two soccer fields to attempt to watch two kids on two different fields. I don’t think I really saw either game, but the kids saw me, and at that moment, that was what was important.

What advice would you give your 21-year-old self?

  • Slow down.
  • Ask your grandmother for advice, listen when she gives it. 
  • Find a mentor. 

What advice would you give to young women entering your profession?

Find a mentor and trust that when they give of themselves it is for purely selfless reasons.

What are some challenges you’ve overcome? How would you recommend others navigate those challenges? 

There are micro setbacks that I experience every day, that is the nature of business development. Navigating the “NO” to me I translate to Next Opportunity. The work and natural world are full of beautiful people, places, and possibilities. I am always eager to meet my next challenge. 

Words of wisdom or a quote that gets you up in the morning?

Never stop learning because in life that is the one thing that can never be taken from you.

 


Jill McClainJill Poston | Director of Account Management

Tell us a little about yourself.

I live in the suburbs of Nashville with my fiance, Justin, and soon-to-be stepdaughter, Millie (I’m getting married in Mexico in three weeks!). I love going to concerts, cooking meals for my friends and family (I don’t follow recipes, so they joke I never cook the same thing twice), gardening, teaching/practicing yoga and lastly traveling the world and experiencing new places, people and things!

Why did you decide to work in this industry?

I fell into digital marketing as one of my first jobs fresh out of college. I decided to stay in this industry though because I love it. I honestly can say that I enjoy what I do on a daily basis. I love working with clients and products that help meet and exceed client KPIs, overcome business challenges, and expand their digital footprint.

What’s your favorite thing about working at GPO?

I can’t just pick one! 1) The People: GPO has some of the smartest, hardest working people at any organization I’ve ever worked. We all care tremendously about our clients and the work that we each do. We take pride in what we do. 2) Our Products: our products continue to grow and optimize our client’s presence online and meet consumers at the crucial ZMOT (zero moment of truth). 

What is your “why?” in life and work

Challenge myself to grow to be the best version of myself. We’re here for a short time, so make the most of it all —  the good, the great, the triumphs, the bad, the sad, the hard, the mistakes. Experience it all and learn and grow from it.

What steps do you take to ensure balance in your career, personal life, and passions?

My work/life balance was very much challenged during the height of the pandemic, considering I was working from home and also tending to my family. The two became so intertwined and there wasn’t a set break in between. I find it important to have a personal wind down for 15-30 minutes when switching from work to personal life or vice versa. Reset your nervous system and take a moment for yourself. 

What advice would you give your 21-year-old self?

 Listen more. And secondly, when speaking, trust that your voice is of value and matters. 

What advice would you give to young women entering your profession? 

Make sure you enjoy what you do; it makes your work life much more rewarding. Also, if you are doing a great job, consistently going above and beyond, and can point to all the hard work you’ve accomplished — don’t be afraid to ask for a raise.


Marci RoneyMarci Roney | Account Director

Tell us a little about yourself.

I grew up in the Nashville area and went to school at Middle Tennessee State University. After college, I moved to Northern California to “live the dream.” Funny how life has other plans for you…

After five years I moved back home, fell in love with my husband, and began my career in digital marketing. Outside of work, you can find us at a concert, hanging with our pup, Jolene, or watching Bravo (my husband even bought me a Cameo from a “Bravoleb” for our wedding). I also love to cook and I’m always working on my green thumb! 

Why did you decide to work in this industry? 

Honestly, it was a “right place at the right time” story. While at MTSU,  I majored in Textiles, Merchandising, and Design with a minor in Marketing. I have always had a passion for what influences purchasing decisions and my former career was in visual merchandising. My first opportunity in the digital space began with email marketing when I moved back to Nashville.

I was ready for a new challenge and luckily found just what I had been searching for…no pun intended. Instead of just influencing a purchase in a retail store, a whole new world of engagement opened up — whether that be through search, clicks, opens, shares, subscribes… you get the picture. I love that it’s an ever-changing landscape and the strategy and creativity we apply to help solve each client’s unique search needs!

What’s your favorite thing about working at GPO? 

The people! Everyone at GPO is so smart with so much knowledge they are eager to share. 

What advice would you give your 21-year-old self? 

Have an open mind and never settle. I thought my career path would look much different but have learned that my interests and skills can be applied in so many forms. You just have to think creatively! 

What are some challenges you’ve overcome? How would you recommend others navigate those challenges? 

 I was very nervous about leaving my merchandising career to start in digital marketing because I knew nothing about it. But I was confident and I knew it was something I could do. Now I have learned multiple marketing platforms, softwares, and developed strong relationships with marketing groups of all shapes and sizes – including Fortune 500 companies. I’m so happy I stepped out of my comfort zone and I didn’t let a little intimidation get in the way. 

Words of wisdom or a quote that gets you up in the morning? 

“If you don’t like something, change it. If you can’t change it, change your attitude.” 

 

Macbook with product description of couch pulled up

Writing Product Descriptions? Content at Scale Can Save Time & Money

Unique product descriptions are a must. Find out how Content at Scale can help you succeed (and save).

When you have hundreds or thousands of SKUs, it can feel impossible to write product descriptions for every single one. What do brands typically do? Go without, write one generic description that can be applied to multiple products (Duplicative! Oh no!), or attempt to write unique descriptions using tons of freelancers. 

Unique product descriptions are a must, leaving brands feeling like they need to outsource to a large number of freelance writers or simply leave the description blank. But there’s another option — content technology. 

What is “Content at Scale?”

The digital landscape is competitive, and brands need to keep publishing fresh content if they want to stay relevant and be found by searchers. Content at scale refers to quickly and efficiently creating high volumes of content, including white papers, blogs, e-books, emails, and product descriptions. While quantity is important, the main focus of content at scale is the quality of all that content. 

Technology is Your Content Super-Weapon

When producing high volumes of content in a short amount of time, you can’t rely on humans alone. In the ever-expanding digital world, different technology options have been developed to help brands produce content at scale.

AI-Generated Content

Did you know AI (artificial intelligence) can create content? A computer program “reads” existing content across the web and analyzes it to determine what’s popular. It then takes this content and “writes” a blog, landing page, product description, etc., that is similar to that popular content but different enough to be considered something new. 

Dynamic Content 

Dynamic content creates customized experiences based on a user’s interests and behavior. Think about the product recommendations you get after viewing a few items on Amazon or a marketing email you received that addressed you by name. That’s dynamic content. Variables like a first name, location, and return customer greetings are populated based on the specific user visiting the page.

Modular Content

In simple terms, modular content is a way to reuse content. Modular content is made up of building blocks that can be as small as part of a sentence. With these building blocks, you can create content once and publish it across multiple channels. Stacking several blocks together can give you a long-form piece of content like a blog, while a smaller set of blocks can be used for a social media post on the same topic. 

GPO’s “Secret Sauce” for Content at Scale

At GPO, we’ve combined the best parts of all the above! We have an amazing team of talented writers who create informed content. Then, we use our proprietary content software to generate unique content from the human-written content. Our process combines the unmatched quality of human-written content with the speed of modular content, dynamic content, and computer software.

We Created 10,000 Automotive Product Descriptions

Just how much can our content software accomplish? An automotive giant needed product descriptions for thousands of car parts available on their website. They turned to GPO as a trusted partner for help. 

The client provided us with product data, and our writers got to work creating unique, consumer-relevant product descriptions detailing what the part is, where it might be found on a vehicle, and when it could be time for a replacement. We then used variables based on the provided data (dynamic content), the concept of plug-and-play content building blocks (modular content), and our proprietary software to scale the descriptions. 

By scaling the product descriptions, we covered a wide range of data points, including models, vehicle years, and specific product names. In just one year, we created and delivered around 10,000 unique product descriptions without falling back on AI or a huge team of freelancers. 

What Makes GPO Different?

AI and an abundance of freelancers might give you speed, but you’ll find that the quality is lacking. It’s GPO’s brilliant writers and developers that give you the best of both worlds. 

When you go the AI route, there’s a good chance you’ll end up with low-quality content. A computer doesn’t understand all the nuances of language and writing like a human does. AI content isn’t perfect, and you will still need to dedicate a lot of manpower to editing and lifting each piece of writing. 

Outsourcing to a bunch of freelancers also comes with issues. Talented professional writers are hard to come by. Anybody can pick up a keyboard and type, but not everybody can write. With hundreds or thousands of product descriptions needed, many companies turn to “content mills” for cheap labor. But you get what you pay for, and content is no exception. Just like with AI, the quality of your freelance content may be lacking, requiring your internal team to spend extra time and effort editing. 

In comparison, GPO’s content at scale is fast, saves you money, and gives you the flexibility you need. 

Because we use our software to scale the content, you don’t have to hire a large team of writers (in-house or freelance) and wait for them to write each description individually. And while our content is machine-assembled, it’s all written by humans first, so you won’t have to spend hours and hours reworking low-quality content. Once the content is in your hands, you can choose how to host it. Either host it on your own site or have GPO host it on a brand-matched subdomain. 

GPO Can Help Amplify Your Content

Ready to ramp up your brand’s content production? Count on GPO. Our Content Engine lets us quickly create and publish thousands of quality, unique pieces of content, whether you need product descriptions, landing pages, or something else! Book a demo today to learn more about our content creation services.

 

Hand on smartphone ordering burgers on mobile interface from ghost kitchen using local content

5 Local Search Strategies for Ghost Kitchens

Ghost kitchen. Virtual restaurant. Cloud kitchen. 

Whatever term you’ve heard, these digital-and-delivery-only food businesses are taking the restaurant industry by storm. But what are ghost kitchens, anyway, and how can you run a successful one with support from a local search strategy?

What Are Ghost Kitchens?

A ghost kitchen is an online-only food brand operated from a physical kitchen space at a restaurant. Ghost restaurants don’t offer seating or dine-in options, and consumers can order food for delivery from them only via website or phone.

To be a proper ghost kitchen (and not just a delivery option for an existing restaurant), a virtual restaurant should have a separate brand from the physical restaurant that houses it. For example, a national restaurant chain called Enchilada Palace might have a ghost-kitchen brand called TacoCat. Enchilada Palace’s customers could enjoy a sit-down dining area inside a physical storefront and an exclusive menu. TacoCat’s customers won’t have access to a physical location, and they’ll see a menu that’s unique to the TacoCat brand. The location might be the same for the two brands, but the product or service, branding, target audience, and overall experience will be different across them.

In 2020, more than 1.2 billion people used online food delivery services. “Food near me” is one of the fastest-growing search terms, and 68% of people are more likely to order takeout than they were pre-pandemic. Restaurant brands have noticed; in fact, there are more than 1,500 ghost kitchens in the U.S., and it’s trending to be a $1T market by 2030.

Ready to put your brand at the forefront of this skyrocketing trend with a new ghost kitchen? Want to get serious about boosting sales on an existing cloud kitchen? Learn how to cook up a delicious marketing strategy for your online food business with these data-driven steps.

Marketing Strategy for Online Food Business: 5 Things to Implement

1. Create local content.

Even if your brand has locations all over the state (or country), you need locally optimized content. Think of your local content pages as self-published Yellow Pages listings. While some additional effort is required on your part, there is an upside — you control what each listing says. The downside? That’s a lot of content to write, especially if you have hundreds or thousands of locations.

And before you think about writing one page of copy for all your locations, changing the city name, and calling it a day, you should know that Google will see this as duplicate content — a HUGE no-no that will hurt your local ranking. Instead of spending valuable time and resources writing a completely different page for every location, turn to Localize Content by GPO for on-brand, unique, scalable content. We can get your local pages up and running in no time. Plus, we create more than just local pages — we can help create unique, localized content for every single city in which you operate.

2. Publish mobile-optimized, fast-loading local pages.

If your website and ordering experience are desktop optimized, consider this: 89% of restaurant and food searches take place on mobile. It’s time to create a start-to-finish experience that works seamlessly — and fast — on mobile devices.

Google wants to give consumers the best possible experience, so mobile-optimized web pages that load quickly are more likely to rank higher in Google searches. Besides, who wants to wait for a web page to load when they’re approaching “hangry” status? No one —  62% of people have been discouraged from ordering takeout or delivery because of a bad website experience. GPO’s Localize Content has a consistent speed score of 90 or greater, so you’ll never have to worry about slow web pages costing you sales opportunities.

3. Create local listings.

Here’s a question we often hear: can I have multiple local business listings at the same location? While there’s no hard-and-fast answer, it’s usually not an issue. Even if your ghost kitchen has the same address as your physical location, you’ll want to set up a separate listing on the Google Business Profile platform (previously called Google My Business).

To set up a Google Business Profile listing, you need an address and phone number (the number should be different from your physical location brand), as well as a website that’s unique to the ghost kitchen brand (more on this in our next point). In your ghost kitchen listing, you can mention that your virtual brand is “inside” the parent company. For example, a TacoCat listing for Nashville, Tennessee, could state that it’s “Inside the 11th Ave Enchilada Palace” or something similar.

When creating local listings, you’ll want to optimize your ghost kitchen’s local search ranking without cannibalizing your physical location’s ranking. Striking a balance can be tricky, but it’s not impossible — especially if you enlist the help of business listing distribution pros who can tailor your listings with specific local keywords to reach audiences who prefer either in-person dining or delivery.

4. Link your local pages with business listings.

Think it’s enough to link your Google Business Profile listings to your brand’s home page? Think again. The more keyphrase-rich local content you can link to, the better.

With that in mind, always link your Google listings to those local pages you created. Google’s indexing technology will use your local pages to fact-check the information in your listing, which can lead to higher ranking and better placement in the map pack (the location-based results at the top of a search results page).

Plus, linking to a local page makes the user experience a breeze. Easy navigation and less time spent searching for the nearest location can lead to a higher conversion rate from Google traffic to your local page.

5. Harness the power of customer reviews and photos.

Any small business or restaurant owner will tell you that word-of-mouth marketing is vital. But what is word-of-mouth marketing in a digital age? What does that look like when your consumers may never actually interact with one another?

Instead of literal word-of-mouth, here’s how word-of-mouth marketing works in a digital space: user-generated content like reviews and photos are must-haves. When it comes to a business with no physical location or a new, unfamiliar brand, consumers trust other consumers’ opinions.

One Harvard Business Review study found that positive online reviews correlated with an increase in revenue. You want to take advantage of every opportunity for increased revenue, so how can you encourage customers to post reviews and photos? Here are a few ideas:

  • Implement a loyalty program that offers rewards for published Google reviews
  • Offer a discount or incentive for leaving a review or posting a photo
  • Post on your brand’s social media channels to ask for reviews, and provide a direct link for submissions
  • Add a “submit a review” button to your website
  • Create an email marketing funnel that requests feedback from customers after they receive their order, and asks for a review if they had a positive experience

How to Market a Restaurant With No Physical Location

When it comes to restaurant marketing strategies in the age of ghost kitchens, your brand needs support from the experts. From local keyword research to engaging, CTA-driven content, the GPO team knows how to improve local search results and support your ghost kitchen’s success. Reach out today and see for yourself how an upgraded local search strategy can translate into bottom-line results.

2021 ballons on gold background held up by hands

Digital Marketing and Analytics Wisdom for 2021 and Beyond!

Use these insights from the GPO team in 2021 and beyond.

It’s March 257 of 2020 — murder hornets, unidentified aerial phenomena, and a tiny owl in the Rockefeller Center Tree are just a few of many things that have made headlines this year. And if there’s one thing we all can agree on, it’s that 2020 has not gone as we envisioned. At an individual and organizational level, GPO, like many other businesses, had to adjust its goals, expectations, and processes.

But alongside all the unexpected events of 2020 came predictable lessons, too. Here are a few of the insights we plan on stashing in our back pockets for 2021 and beyond.

Rachael ParrottInsights from Rachael Parrott, VP of Client Partnerships

“Relationships are more important than ever.”

Ironically, having to be physically apart only amplified the importance of proactive relationship building. The economic downturn has had very real consequences, and even though the GPO team was able to stay together, many of our everyday client and vendor relationships were professionally “severed” by furloughs, layoffs, and position changes.

However, Rachael is not one to shy away from a relationship due to circumstances, and as a big fan of phone calls — she remained in contact with many of GPO’s former partners. In turn, those relationships have come to fruition in the form of new business for GPO, new opportunities for our partners, and goodwill for everyone.

Rachael’s one tip for 2021 is to ask yourself, “Who needs a phone call today?” Be it a client, a former college buddy, or your elderly grandmother — a good old-fashioned phone call can help you reconnect, relax, and collaborate.

Why choose a phone call over video call? PCMA explains that video conferencing may lower our ability to connect with others and pay attention to the core business since the multi-dimensional nature of platforms like Zoom leads us to scrutinize our audience’s and our own body language, pitch, and posture as we simultaneously attempt to process the conversation. And yes, that’s why you feel so tired after your morning meeting!

Sterling Turner GPO
Insights from Sterling Turner, Director of Presence Management

“You don’t need a physical location to be locally relevant.”

Google search skews local — that’s why when you search for “coffee,” you’re likely to get a map pack of coffee shops nearby somewhere in your search results. Businesses without physical locations — like plumbers, home insurance vendors, internet service providers, and even food delivery companies — can benefit from local search just as much as a craft coffee shop or brick-and-mortar retailer.

Optimizing a service-area based business for local search involves a few crucial factors:

  • Claiming and optimizing a Google My Business profile
  • Ensuring data accuracy across local directories
  • Creating unique content for pages featuring key business offerings, service areas, and products

Optimizing a multi-location business — like a nationwide chain of lawn care services, for instance — requires performing all the aforementioned processes at-scale.

Sterling’s a man of few words, but as the Director of Presence Management at GPO, he does have one actionable insight for multi-location businesses going into 2021, “Audit your business listings for accuracy, especially if your hours, locations, or services are still changing due to COVID-19.”

Gabe Wateski of GPOInsights from Gabe Wateski, Senior SEO Analyst

“Stop skipping steps 1-10 to get straight to 100.”

Gabe is an SEO magician, and if you don’t believe us, just Google his name. He owns the SERP for “Gabe Wateski,” and even though we recognize that the unique last name gives him a certain edge, he’s still our go-to for organic search.

With SEO, there’s no such thing as skipping ahead to the top of SERP. For enduring SEO results start with excellent keyword research — identifying what people are searching for. Then, incorporate those keyphrases into equally excellent on-page and meta content, optimizing pages where you may have fallen short before. Once you’ve laid the foundation with content around your key business offerings, create more “child” content, answering questions around those offerings.

Gabe’s key takeaway for businesses wanting to drive results through search in 2021 is, “block and tackle basics.” It may sound a little hippie, but when it comes to SEO, it’s really all about the journey and building your SEO technical health from the ground-up.

Clayton Sheppard of GPOInsights from Clayton Sheppard, VP Analytics and Insights

“Don’t go chasing waterfalls algorithm updates.”

Clayton is our in-house expert on all things data visualization and analytics. On demo calls, we’ll often hear him say things like, “These numbers are directional, not actual.” Often, he’s the guy we turn to when clients “brace” for upcoming algorithm updates. His one piece of advice — don’t go chasing algorithm updates… [just stick to the basics and create great content].

The truth is, enterprise brands with good domain authority and a proven track record of serving searchers with relevant content and a positive user experience should not experience major fluctuations following algorithm changes. In fact, smaller sites that are still trying to develop their presence are typically the ones who experience most post-algorithm fluctuations.

However, well-known brands aren’t exempt from doing their due diligence. If you’re concerned about how your enterprise brand’s web presence will weather the next algorithm update, go back to the basics (Gabe says so!):

Ensuring your web properties are technically sound. This involves everything from fixing performance issues like 404s to optimizing for PageSpeed and mobile useability.

Having high-quality research-driven content around key business offerings. Maintaining a fresh consistent content schedule composed of relevant, keyword-savvy blogs, web copy, and location page info will keep you top-of-mind with searchers and search engines.

Amplifying web presence with localized content. Many enterprise brands fall short in this department. Owning search results for certain keyphrases doesn’t equal owning results for those phrases in key service areas/localities. Deploying unique local content at-scale allows multi-location brands to gain visibility for non-branded “nearby” searches, which may have a lower monthly volume individually, but can add up to a significant amount of traffic.

Ensuring your client-facing location data is correct. Having accurate links, phone numbers, and hours across all your locations is key to driving foot traffic, appointments, and calls where they’re supposed to go. Additionally, accurate data is also a positive signal for Google.

“If you’re doing what you’re supposed to be doing — algorithm changes should not cause major fluctuations,” summarizes Clayton. If an algo change does rattle your site, reach out to us for extra insights from Clayton himself!

Brian Rutledge CEO of GPO Content Technology Company
Insights from Brian Rutledge, CEO and Founder

There’s no bigger organic search expert than our very own founder, Brian. He planted the GPO seed six months before Larry Page and Sergey Brin even launched a little thing called “Google,” and has been honing his craft of search since.

First and foremost, though, Brian’s a business owner. He understands firsthand the importance of investing where GPO can get the biggest return on investment. So it doesn’t come as a surprise that his biggest takeaway from this tumultuous year is pointed at like-minded leaders:

“Where you spend resources today affects how your business performs tomorrow. Build for the future.”

Leaders of enterprise businesses are under enormous pressure to deliver results — especially as businesses rapidly innovate to keep pace with changing consumer behavior. From restaurants changing business models overnight to allow for delivery or curbside pickup to healthcare providers adopting technology to see patients on screen via telehealth, every single industry had to pivot this year.

Here’s what we saw with our clients. Because we preach that SEO is a marathon, not a sprint, our clients have long been investing in local search, quality content, and technical SEO. As a result, they saw YoY digital growth instead of a pullback.

  • An all-time high of 10,000 online orders in a single week for one of our retail clients
  • Record-breaking daily blog visits, totaling 3.4 million to-date for an automotive client
  • 6.3 million organic visits to a retail client, a 9% increase from the year prior
  • $85K in bookings for a hospitality client attributed to organic traffic within one month of deploying GPO’s product
  • A 214% increase in search visibility for a telecommunications client

This year, it seemed like when we thought things couldn’t get worse, they did. So we innovated, we shifted, and we worked together to get through. While we’re in agreement that we’d never want to go through a year like 2020 ever again, we’re thankful for the wisdom imparted to us from this wild ride.

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Top 7 Reasons Why Brands Need to Create Unique Product Descriptions

Help consumers find your product fast with quality, unique product descriptions.

We’ve all been there. You stare down at your product catalog, wondering how on earth you’re supposed to write a description for each one. You find yourself tempted to hit copy/paste or — worse — leave your product descriptions thin or empty. Don’t let that temptation draw you in!

Writing unique product descriptions can help put your brand above the rest. Check out these seven reasons for publishing unique product descriptions on your site. And if you don’t know where to begin with your large catalog of products, turn to GPO for help.

1. Unique Product Descriptions Perform Well on Search

You should write unique product descriptions because they help drive more organic traffic to your website. By removing duplicate content from your site, you can increase your page authority and click-thru rate, both of which are likely to boost your ranking on SERPs. Plus, you have more chances to incorporate the keyphrases you’re targeting.

2. Create a Better Reader Experience and Gain Trust

Consumers are smart. They can spot basic, copy-and-pasted content from a mile away — and they tend to be wary of sites with obvious duplicate content. If a searcher lands on your product page only to discover unoriginal content, or no content at all, they’re more likely to exit. A unique product description will make your site look more professional, capture the reader’s attention, keep them engaged, and reduce your bounce rate.

3. Stand Out From the Competition

You’re not the first brand to consider posting stock product descriptions or leaving the space blank, and you definitely won’t be the last. If your competitors have thin or missing product descriptions, creating unique content makes it that much easier for you to stand out. When buyers are looking at different brands, they’ll notice your captivating content compared to the competition’s bland or absent product descriptions, and you’re more likely to make a lasting impression.

4. A Chance to Tell Customers Why They Need Your Product

Templated, generic product descriptions might tell potential customers what your product is, but they tend to leave out why the customer needs it. With unique product descriptions, you have the opportunity to go more in-depth about what your product can do for customers.

Let’s say you’re selling replacement car parts online. Many sites are full of vague product descriptions that, at most, describe what the part is made of and which vehicles it fits. However, these descriptions don’t mention why the part might need to be replaced or why the customer should order parts from that specific manufacturer. When you create custom product descriptions for each part, you can explain why the reader might need a replacement and what makes your part better than the competition, providing valuable information and casting a wider net for searcher intent.

5. Highlight the Differences Between Similar Products

You’re a furniture retailer and have 50 different couches available on your website. Copying and pasting the same product description over and over prevents you from adding information about what makes each couch different. Writing unique product descriptions gives you the chance to note the small but important differences between similar products, like colors, patterns, sizes, and material. This makes it easier for customers to confidently find the product they’re looking for in the style they want.

6. Detailed Descriptions Can Reduce Returns and Exchanges

As mentioned, unique descriptions let you provide more detail about your products, such as color and material for clothing items or fitment and use information for car parts. Including these details means customers know what to expect from your products, which can help improve customer satisfaction and cut down on returns and exchanges.

7. Provide Different Product Descriptions to Different Retail Partners

When you host the same products across different merchant sites, you risk competing with yourself, especially if you use the same product descriptions. You don’t want customers to have to choose between purchasing the product on your own website or a retail partner’s site. You can target different keyphrases for different merchant sites by creating and distributing unique product descriptions. This can help you avoid self-competition, and your products might show up for a broader range of search queries.

GPO Makes Creating Unique Product Descriptions Easy

If you’re thinking, “It’s impossible to create compelling, unique product descriptions for the number of products in our catalog,” GPO has you covered. Writing hundreds, or maybe even thousands, of product descriptions can seem overwhelming, but with our content at scale services, it’s a breeze.

Amplify Content lets us quickly create and publish thousands of pieces of unique, human-written content that will help your customers find exactly what they’re searching for. Book a demo and learn more about our content at scale services today!

Blocks spelling out keyword with plant in background

GPO Guide to Customer-Optimized Keyphrase Research

Is customer-optomized keyphrase research part of your content strategy?

Stop writing content for the sake of content! If you’re looking to be found by searchers, then keyphrase research is an essential step in creating your brand’s content strategy. No matter if you’re unfamiliar with keyphrase research or you’re looking to take your content strategy even further, this guide has everything you need to know about keyphrase research.

What Is Keyphrase Research and Why Is it Important?

Keyphrase research is the process of discovering and analyzing the keyphrases related to your brand that potential customers are searching for. These words and phrases give insight into the ways users might find your business, and they set a solid foundation for your content and SEO strategy.

You might be thinking, “But wait, I already know what keywords I want to rank for. Why should I waste time researching instead of writing?”

What you want to rank for and what your audience is actually searching for are often two different things. Keyphrase research lets you know exactly what terms and questions you should be optimizing your content for. Without it, you are essentially playing a game of darts while blindfolded, hoping you hit the bullseye.

Know Your Business and Your Customer

Before you can begin your keyphrase research, you need to know your business and your customers. Your strategy should be aligned with your business goals and how your audience interacts with your brand. Whether you work in-house or for an agency, the below questions will help you better understand your business (or your client’s brand) and guide you in the right direction while creating a content strategy.

  • What products/services does your business offer?
  • What are your overall business goals?
  • How do customers search for/find your business?
  • Why do customers purchase your product or service?
  • What problem(s) do you solve for your customers, or what need(s) do you meet?

Create a List of Potential Keyphrases

Once you have a deeper understanding of your business and audience, you can use the information you’ve gathered to create a list of potential keyphrases. To build this list, you will want to think of topics related to your business, take advantage of keyword tools, look at what your competitors are doing, and examine what’s working (and not working) for your business already. You can even ask your customer service team about the language customers use! Don’t worry about creating a final, polished list just yet. You’ll come back and narrow down your keyphrases later based on factors like keyword difficulty.

Brainstorm Topics Related to Your Business and Customers

You know your business. You know your customers. It’s time to come up with topics that matter to both. For example, if you own a store that sells tires and offers tire services, potential keyphrases related to your business could be “tire shops” or “tire rotations.” Think about the related phrases and questions your customers might be searching for, such as “tire shops near me” or “how often do I need a tire rotation.”

Use a Keyword Tool

There are many great keyword tools out there that will help you come up with other variations and related keywords. Moz and Semrush are two of the most popular SEO tools, and two that we love at GPO. These tools also provide other important data that will help you later when you narrow and refine your list. Most SEO tools require you to pay for a plan, but many offer free trials so you find the right fit for your business.

You can also use Google itself to find potential keyphrases. Type your keywords into Google and look through the “Related searches” section and the “People also ask” widget. These will show the other ways users are searching for your topics and phrases. Answer the Public is another great resource that lets you type in a keyword and see the related phrases and questions searchers are using for their queries.

What Are Your Competitors Doing?

You never want to copy your competitors exactly, but examining what they’re doing and how they’re performing can help you formulate your own SEO content strategy. Go through their blogs and see what topics they are writing about. Do you have keyphrases related to those topics included in your list? If you have an SEO tool that does competitor analysis, take a look at how they’re ranking and what they’re ranking for. This will give you ideas for other keyphrases to target.

Look at Your Existing Organic Traffic

Just like you should look at what your competitors have done and are currently doing, you should also be looking at your own site. Use Google Analytics, Search Console, or other tools to analyze how your website is performing. What pages bring in a lot of organic traffic? Do similar topics keep popping up? Are you already ranking well for certain keyphrases? What variations or related keyphrases can you target? Do you have pages that aren’t performing well? Can you boost these by optimizing them with the right keyphrases?

Clean Up Your Keyphrase List

You’ve compiled your list of potential keywords, and it’s probably big and daunting and you don’t even know where to begin with creating content. Fortunately (or unfortunately, if your fingers are itching to hit the keyboard), we’re not quite at the writing stage yet. First, you need to weed through your list and pick the keyphrases you want to prioritize and target.

Analyze Search Volume and Keyword Difficulty

When deciding which keyphrases you want to target, two metrics you should focus on are search volume and keyword difficulty. Search volume shows how many times a keyphrase is searched for within a specified time range, while keyword difficulty determines how hard it is to rank for a keyphrase. Generally, the higher the search volume, the more competitive a keyphrase is.

You might be tempted to go for phrases with the highest search volume, but you probably won’t be able to rank high for those. You also need to consider which phrases are more likely to lead to a conversion.

A keyphrase like “dresses” will have a high search volume but be extremely difficult to rank for. Plus, the searcher might just be browsing out of boredom. On the other hand, a keyphrase like “cheap navy blue dresses for wedding” might have a lower search volume, but the searcher is likely interested in making a purchase.

Target Long-Tail Keyphrases

There are two main types of keyphrases: head and long-tail. Head keyphrases are broad, generic terms usually only a word or two in length, like “shoes.” These have the highest search volume but will be harder to rank for. Long-tail keywords are more specific and usually contain more words, like “non-slip shoes for restaurant workers.” These have lower search volumes but also tend to be easier to rank for. The best strategy will be to start with long-tail keyphrases to gain traction and earn small victories then target head phrases later for bigger wins.

Pay Attention to Seasonal Trends

You might notice some keyphrases have seasonal spikes. Don’t ignore this. Noting seasonal trends can help you prepare content months in advance and get ahead of the curve. If you’re doing keyword research in March, but you notice the search volume for “all weather tires” has spiked in November for the past few years, don’t dismiss it just because it’s not relevant at the moment. You can create a blog post about all-weather tires ahead of time and roll it out around November when interest in the topic is at its highest.

How To Write Search Engine Optimized Content

Now that you have your polished list of target keyphrases, it’s time to start creating content. But how do you turn those keyphrases into blog posts and product pages?

Group Similar Keyphrases Under One Topic

You don’t need to write a new blog post for each individual keyphrase. Instead, group similar keyphrases together and come up with blog topics that can include those phrases. For example, a post about changing a flat tire can include phrases like “how to change a flat tire,” “how long can you drive on a spare tire,” and “flat tire repair near me.” You should also think about any existing blog posts you have that can be reworked with your new keyphrases.

Focus on Search Intent

As Google has gone through updates to create a better search experience for users, they have shifted their focus away from just matching keywords. Now, Google cares more about whether or not you’re matching the intent behind a user’s query. There are four main search intent types:

  • Informational: This is the most common type of search. Users are either looking for a specific answer (“how to change motor oil”) or general information (“world war i”). Searches with an informational intent are also one of the easiest to optimize for featured snippets
  • Navigational: These searches are made when users are trying to get to a specific site (“facebook login”)
  • Commercial Investigation: When searchers have the intent to buy a product or service but aren’t sure which brand or business to choose, they’ll complete this type of query to compare solutions (“moz vs semrush” or “iphone12 reviews”). This is also where a lot of local searches will land (“best coffee shop in Seattle” or “battery checks near me”)
  • Transactional: This is where conversions come in. Transactional searches are made with the intent to complete an action, such as signing up for a mailing list, purchasing a product, or making an in-person visit (“buy amc theatre tickets” or “search engine journal newsletter”)

Those long-tail keyphrases we mentioned earlier? They will be easier to determine the search intent for. If someone searches for “pizza,” you don’t know if they want information about pizzas, a recipe, or to buy one. However, if they search for “pizza delivery near me,” you know they are ready to find a restaurant and order a pizza.

The more specific the keyphrase is, the easier it will be to craft content that matches the search intent. A blog post will be good for informational and commercial investigation queries, but a product or location page will work best for transactional searches.

Quick SEO Content Writing Tips

You have your polished list of keyphrases, you’ve grouped them by topic, and you’ve determined the search intent. Finally, you can put your fingers to the keys and get typing. Here are some quick tips to help you along the way:

  • Don’t rely on text alone — add photos, charts, videos, etc. when you can
  • Avoid keyword stuffing (overusing keyphrases/not incorporating them in a natural way)
  • Keep the language simple — aim for a 7th or 8th-grade reading level
  • Add title tags, meta descriptions, and alt-text
  • Breakup content to be skimmable (use H2s and H3s, bullet points, numbered lists, etc.)
  • Include keyphrases in the title and headers
  • Link to internal product pages and blog posts when possible

Let GPO Help with Your SEO Content Strategy

Need a content strategy worth writing about? Contact the GPO team to see how we can help with your brand’s content — from optimized product and location pages to keyphrase-rich blog posts!