I look at the third lamp listed, the Paddle Table Lamp. Again, the production specs don't include "Made in the USA", but a caption in the product description reads "Proudly Made in the USA". To confirm this, I would have to check the manufacturer's website. Search #2: Made in USA Roller Shades Figure 7 shows the top of the first page of results for Made in the USA roller shades. As you can see I have several options. google-serp Figure 7: Top of First Page Search Results “Made in USA Roller Shades” The first text ad for The Shade Store has “Handmade in

USA” in its description, and the fourth ad “Made in USA” in its title, so both of these ads look promising. The top two organic results also have “Made in the USA” and/or “Made in America” in their title tags. The shadow store Coming to this page, it's hard to tell if the shades are jewelry retouching service made in the USA; however, the top navigation includes an American flag. Clicking it brings up the highlighted "Handcrafted in the USA" drop-down list, as shown in Figure 8. (A flag in the top navigation bar can sometimes mean "

Choose a language or country", so I almost didn't click on it.) shade-landing Figure 8: The “Handmade in USA” Shade Store drop-down menu I click on the “Learn More” box and am taken to a page that tells the story of the company's manufacturing process. These “signals” help build trust and credibility that this company is indeed making its shades in the United States. (As noted, I'll cover content marketing in more detail in part two.) Cottage Blinds Moving from Blinds Chalet's organic listing to the company's homepage,