Fort Wayne-based Patterson Riegel Advertising is a full-service agency with over 35 years of experience helping brands grow through strategic media buying, creative campaigns, and cohesive marketing solutions.
WHY IT’S IMPORTANT TO USE BOTH SEO AND SEM FOR YOUR BUSINESS
Written By:Patterson Riegel Advertising
Patterson Riegel Advertising
Fort Wayne-based Patterson Riegel Advertising is a full-service agency with over 35 years of experience helping brands grow through strategic media buying, creative campaigns, and cohesive marketing solutions.
Whether you’re a small local business or a large enterprise, a strong online presence is no longer a luxury – it’s a necessity. Your business’s visibility online is just as important as your storefront or your phone number.
Combining SEO (Search Engine Optimization) and SEM (Search Engine Marketing) creates a balanced digital marketing strategy that drives both immediate and lasting results.
What is SEO?
SEO focuses on improving your website’s organic rankings in search engine results by optimizing content, user experience, and technical aspects. This helps you attract free, targeted traffic over time and builds long-term credibility and trust with your audience.
What is SEM?
SEM uses paid strategies, like Google Ads, to place your business at the top of search results instantly. It’s ideal for gaining quick visibility, especially in competitive markets.
Why Use Both Together?
SEO and SEM complement each other. SEM delivers fast traffic while SEO builds sustainable growth. Together, they maximize your presence on search engines, provide valuable data insights, and give you a competitive edge over your competitors.
How Patterson Riegel Advertising Can Help
At Patterson Riegel Advertising, we create tailored SEO and SEM strategies that boost your online presence now and for the future.
Ready to boost your online presence? Contact PRA to learn how we can help your business grow with a balanced SEO and SEM approach.
SEO AND GEO: HOW TO OPTIMIZE FOR SEARCH ENGINES AND AI SEARCH
Written By:Patterson Riegel Advertising
Patterson Riegel Advertising
Fort Wayne-based Patterson Riegel Advertising is a full-service agency with over 35 years of experience helping brands grow through strategic media buying, creative campaigns, and cohesive marketing solutions.
What is SEO?
Search Engine Optimization (SEO) has long been the foundation of how businesses, creators, and brands make themselves discoverable online. By aligning content with search intent, SEO helps websites rise above the noise and connect with audiences actively searching for solutions.
As digital behavior continues to evolve, SEO provides a roadmap for online visibility, ensuring that content isn’t simply created but also structured to be easily found in search engines and AI-driven search results.
Core Components of SEO
Targeting search intent through relevant content
Using keyword optimization naturally and strategically
Building reputable backlinks to signal authority
Creating structured content with clear headings and formatting
These elements tell search engines why your content deserves to appear on Search Engine Results Pages (SERPs).
What is GEO?
Generative Engine Optimization (GEO) builds on the foundation of SEO, adapting it to the AI-driven search era. While SEO refines content for Google and traditional search algorithms, GEO ensures that content is accurately interpreted, summarized, and recommended by generative AI engines such as large language models (LLMs) and conversational search tools.
Core Elements of GEO
Keyword clarity tailored for conversational queries
Logical content organization for AI parsing
Topic relevance aligned with user intent
AI-friendly structuring for easy summarization and contextual accuracy
These elements signal to generative systems why your content should not only be discoverable but also understood, contextualized, and recommended in direct answers.
Why SEO Still Powers GEO
GEO cannot succeed without a strong SEO foundation. Search engines and AI rely on the same trust signals, clean site architecture, and keyword context that generative systems rely on to pull accurate, authoritative information.
In short, SEO builds the framework, and GEO teaches AI how to use it.
Blending SEO and GEO for Maximum Visibility
As AI-powered search tools and digital assistants reshape the way people find answers, GEO is emerging as a partner for SEO rather than its replacement.
Businesses that master both can future-proof their content strategy, ensuring visibility not only in search engine results pages (SERPs) but also in the conversational responses of tomorrow’s AI-powered platforms.
Ready to Elevate Your SEO and GEO Strategy?
At Patterson Riegel Advertising, we specialize in crafting SEO strategies and GEO-friendly content that help brands stay visible in both search results and AI-driven platforms. Whether you want to strengthen your existing website, capture conversational queries, or future-proof your digital strategy, we are here to help you stand out.
Contact PRA today to build an SEO and AI optimization plan that keeps your brand ahead of the curve.
USING VOICE SEARCH TO IMPROVE YOUR WEBSITE PRESENCE
Written By:Patterson Riegel Advertising
Patterson Riegel Advertising
Fort Wayne-based Patterson Riegel Advertising is a full-service agency with over 35 years of experience helping brands grow through strategic media buying, creative campaigns, and cohesive marketing solutions.
The use of voice search is becoming an increasingly popular way for consumers to interact with technology, and digital marketers can use this trend to their advantage. Implementing a voice-friendly website is a simple, easy, and affordable way to help boost your website SEO.
Here are 4 ways to use voice search in digital marketing to your advantage:
Incorporate Conversational Keywords:
Voice search questions tend to be more conversational which in turn makes them longer than your typical typed keyword searches. Optimize your content for natural language queries by incorporating long-tail keywords and phrases that people are likely to use when speaking.
Detailed Structured Data Markup:
Implement structured data markup on your website to help search engines understand the content of your pages. The more details the better! This can improve your chances of appearing in more search results, which are more likely to surface in voice search results as well.
Mobile Optimization:
Since voice searches are often performed on mobile devices, it’s essential to optimize your website for mobile responsiveness. A mobile-friendly website ensures a positive user experience and can improve your visibility in voice search results.
Utilize Analytics:
Use analytics tools to track and analyze voice search traffic to your website. Pay attention to the types of queries people are using and how they’re finding your site through voice search. This data can help you refine your voice search optimization strategy over time.
By implementing these strategies on your website, your business can increase the power of voice search to improve your online visibility and attract a more targeted audience.
How to Get Your Ad on TV: Choosing the Best TV Platform for Your Business
Written By:Patterson Riegel Advertising
Patterson Riegel Advertising
Fort Wayne-based Patterson Riegel Advertising is a full-service agency with over 35 years of experience helping brands grow through strategic media buying, creative campaigns, and cohesive marketing solutions.
At Patterson Riegel Advertising, one of the most common questions we hear from clients is: How do I get my ad on television? With so many options available today, it’s no longer just about buying a slot during the evening news. Television advertising has expanded into a dynamic ecosystem of platforms, each with unique benefits depending on your audience, goals, and budget.
Below, we break down the three primary ways to get your ad on TV, and how each TV advertising platform can work for your business.
Broadcast TV: The Classic Powerhouse
Broadcast TV advertising refers to the big four networks: ABC, NBC, CBS, and FOX. These are the channels you pick up over the air or through basic cable packages, and they follow set programming schedules throughout the day and week.
Broadcast is ideal for:
Reaching a broad audience at once
Local news and live sports placements
Prime-time shows with high viewership
Because of its wide reach and premium content, broadcast TV tends to come with a higher price tag. However, if your brand wants maximum exposure across a general audience — such as launching a new product, building brand awareness, or promoting an event — this can be an excellent investment.
Cable TV: More Channels, More Focus
Cable networks give advertisers the opportunity to narrow in on specific interest groups. Whether it’s HGTV for home improvement lovers or ESPN for sports fans, cable offers channels that align with defined viewer preferences.
What makes cable advertising appealing:
Segmented audiences with niche interests
On-demand and DVR options that increase ad replay potential
Greater affordability compared to broadcast
Cable TV advertising is a great fit for businesses looking to connect with particular lifestyle demographics or geographic areas. It gives you the flexibility to spend smarter by choosing networks that align with your customers.
OTT Streaming: The Future is Now
OTT (Over-the-Top) streaming delivers TV content directly via the internet on platforms like Hulu, Roku, YouTube TV, and many others. Viewers are watching on smart TVs, mobile devices, laptops — basically, wherever they are. In fact, more than 88% of households now subscribe to at least one streaming service.
OTT streaming ads are considered the “trifecta” of advertising for a reason:
Highly targeted down to age, gender, income, interests, and even lifestyle choices
Geographically flexible, whether you’re aiming local or going nationwide
Always-on availability, from live streaming events to binge-worthy series
OTT advertising goes a step beyond traditional demographics. You can tailor your message to reach homeowners who drive electric vehicles, pet owners shopping for premium brands, or recent college grads in major metro areas. It’s precise, flexible, and gives you control like never before.
So, Which Option is Best for You?
The team at PRA helps clients determine the right strategy based on budget, business goals, and target market. Some campaigns benefit from the mass appeal of broadcast, while others thrive on the focus and flexibility of cable or OTT streaming. In many cases, a smart mix of all three delivers the best results.
Ready to get your message on screen to your ideal audience? Let’s build your media plan together — and make sure your ad reaches the right audience, at the right time, on the right platform.
THE BEGINNER’S GUIDE TO STREAMING ADS FOR SMALL BUSINESSES
Written By:Patterson Riegel Advertising
Patterson Riegel Advertising
Fort Wayne-based Patterson Riegel Advertising is a full-service agency with over 35 years of experience helping brands grow through strategic media buying, creative campaigns, and cohesive marketing solutions.
Streaming ads are quickly becoming one of the most effective ways for small businesses to connect with their audience. With more people cutting the cord on traditional TV and turning to platforms like Hulu, Roku, and YouTube, streaming offers a unique opportunity to showcase your business directly to your ideal customer. If you’re new to this, don’t worry! Here’s everything you need to know to get started.
What Are Streaming Ads?
Streaming ads, also known as OTT (over-the-top) ads, are commercials delivered over the internet through streaming platforms. These ads appear while people are watching their favorite shows, movies, or live streams. Unlike traditional TV ads, streaming ads can be precisely targeted to specific demographics, locations, or interests, making them a powerful tool for small businesses.
Why Should Small Businesses Use Streaming Ads?
Affordable Options: Streaming ads often cost less than traditional TV commercials, making them accessible even for smaller budgets. Local TV stations and media outlets may offer the option of streaming, but they buy through a third-party, making rates higher than buying direct. PRA was able to leverage our buying power and get a “seat on the exchange,” which, simply put, means we buy streaming direct and pass the savings on to you.
Precise Targeting: Reach specific groups based on age, location, interests, or even viewing habits. Broadcast TV does exactly what its name implies: it casts a broad net in hopes of reaching your ideal customer. With streaming, we reach your customer exactly where and when they’re watching. In addition, we’re able to turn campaigns on and off almost immediately, unlike broadcast TV that requires more lead time.
Increased Engagement: Viewers can’t skip most streaming ads, so your message gets seen. On ads that are skippable, the audience must watch at least 15 seconds before they have the option to skip, so even if they don’t view your entire commercial, your ad still makes an impression. Even better? You only pay for ads that are viewed in their entirety, so skipped ads serve an impression without affecting your budget.
Identify Your Audience: Before creating an ad, think about your ideal customer. Are they young professionals? Parents? Homeowners? Understanding your audience will not only help us reach your ideal customers most effectively but also ensure we craft a message that resonates with them.
Set Your Budget: Your budget will depend on the type of content you’re most interested in. For example, “premium” content on platforms like NBC Universal and Peacock is a bit more expensive than content served on free platforms like the Roku app or Tubi. Your budget will also determine if we’re able to include audio streaming on platforms like iHeartRadio, Pandora, etc. The good news is, streaming offers businesses the opportunity to advertise on TV or radio for a fraction of what it costs on broadcast or traditional radio.
Create a Compelling Ad: Keep it short (15-30 seconds), engaging, and focused on your key message. Highlight what makes your business unique and include a clear call-to-action, like “Visit our website” or “Stop by our store today!”
Measure Your Results: With our ability to buy streaming direct, we receive detailed analytics, so you can see how many people watched your ad and took action. We use this data to tweak your strategy and improve your next campaign.
Tips for Success
Be Visual: Use high-quality images or videos that grab attention.
Stay Local: If your business serves a specific area, make sure your ads target local viewers.
Test and Optimize: Experiment with different messages and visuals to see what works best.
Final Thoughts
Streaming ads offer small businesses an affordable and effective way to reach new customers. By targeting the right audience and creating engaging content, you can see big results without breaking the bank. Ready to give it a try? Start small, learn as you go, and watch your business grow!
Patterson Riegel Advertising
