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No Vacation At Local Castle Ink Store As Sales of Ink and Toner began Falling Earlier This Year
BY JOYCE M. ROSENBERGCastle Ink’s sales of printer ink and toner cartridges began falling earlier this year when Internet search engine technology changed. Those changes meant that the company fell in the rankings when customers searched for cartridge retailers. The company believes its decreased visibility sent revenue down by a third.
Owner Bill Elward decided to forgo his family’s vacation and spend the summer working on what’s known as search engine optimization, which helps a company rank higher during a search on Google and other sites. He’s also trying to get more business with schools and companies.
“Trying to focus on all those things has left us with little time for vacation,” says Elward, whose company is based in Greenlawn, N.Y. “We’re really hoping to see the fruits of our labor this fall.”
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