Content marketing takes budget. Here are 10 tips to help you bring down your content marketing spending significantly without sacrificing results.
The post 10 Tips to Make Content Marketing Work for Small Budgets by @neilpatel appeared first on Search Engine Journal.
Craft content that your audience will love. Here's how you can break through the noise.
The post The Secrets to Combating Content Overload by @Ashread_ appeared first on Search Engine Journal.
Posted by randfish
SEO has much of its roots in the practice of targeted link building. And while it's no longer the only core component involved, it's still a hugely valuable factor when it comes to rank boosting. In this week's Whiteboard Friday, Rand goes over why targeted link building is still relevant today and how to develop a process you can strategically follow to success.
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Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat about four questions that kind of all go together around targeted link building.
Targeted link building is the practice of reaching out and trying to individually bring links to specific URLs or specific domains — usually individual pages, though — and trying to use those links to boost the rankings of those pages in search engine results. And look, for a long time, this was the core of SEO. This was how SEO was done. It was almost the start and the end.
Obviously, a lot of other practices have come into play in the industry, and I think there's even been some skepticism from folks about whether targeted link building is still a valid practice. I think we can start with that question and then get on to some of these others.
In my opinion, targeted link building does make sense when you fulfill certain conditions. We know from our experimentation, from correlation data, from Google's own statements, from lots of industry data that links still move the needle when it comes to rankings. If you have a page that's ranking number 4, you point a bunch of new links to it from important pages and sites around the web, particularly if they contain the anchor text that you're trying to rank for, and you will move up in the rankings.
It's also okay if you say, "Hey, we're not yet ranking in the top 20, but our paid search page is ranking on page 1. We know that we have high conversions here. We want to move from page 3, page 4 up to page 1, and then hopefully up into the top two, top three results. Then it is worth this targeted link building effort, because when you build up that visibility, when you grow those rankings, you can be assured that you are going to gain more visits, more traffic that will convert and send you these key business metrics and push those things up. So I do think targeted link building still makes sense when those conditions are fulfilled.
Is this something that can actually do the job it's supposed to do? And the answer, yeah. Look, if rank boosting is your goal, links are one of the ways where if you already have a page that's performing well from a conversion standpoint — from a user experience standpoint, pages per visit, your browse rate, things like time onsite, if you're not seeing high bounce rate, if you have got a page that's clearly accessible and well targeted and well optimized on the page itself — then links are going to be the most powerful, if not one of the most powerful, elements to moving your rankings. But you've got to have a scalable, repeatable process to build links.
You need the same thing that we look for broadly in our marketing practices, which is that flywheel. Yes, it's going to be hard to get things started. But once we do, we can find a process that works for us again and again. Each successive link that we get and each successive page whose rankings we're trying to move gets easier and easier because we've been there before, we've done it, we know what works and what doesn't work, and we know the ins and outs of the practice. That's what we're searching for.
One: one-to-one outreach. This is you going out and sending usually an e-mail, but it could be a DM or a tweet, an at reply tweet. It could be a phone call. It could be — I literally got one of these today — a letter in the mail addressed to me, hand-addressed to me from someone who'd created a piece of content and wanted to know if I would be willing to cover it. It wasn't exactly up my alley, so I'm not going to. But I thought that was an interesting form of one-to-one outreach.
It could be broadcast. Broadcast is things like social sharing, where we're broadcasting out a message like, "Hey, we've produced this. It's finally live. We launched it. Come check it out." That could go through bulk e-mail. It could go through an e-mail subscription. It could go through a newsletter. It could go through press. It could go through a blog.
Then there's paid amplification. That's things like social ads, native ads, retargeting, display, all of these different formats. Typically, what you're going to find is that one-to-one outreach is most effective when you can build up those relationships and when you have something that is highly targeted at a single site, single individual, single brand, single person.
Broadcast works well if, in your niche, certain types of content or tools or data gets regular coverage and you already reach that audience through one of your broadcast mediums.
Paid amplification tends to work best when you have an audience that you know is likely to pick those things up and potentially link to them, but you don't already reach them through organic channels, or you need another shot at reaching them from organic and paid, both.
But the idea being the first step is opportunity discovery, where we figure out where the link opportunities that we have are. Step 2 is building an acquisition spreadsheet of some kind so that we can prioritize which links we're going to chase after and what tactics we're going to use. Step 3 is the execution, learn, and iterate process that we always find with any sort of flywheel or experimentation.
We might find that it turns out for the links that we're trying to get relevant communities are a great way to acquire those links. We reach out via forums or Slack chat rooms, or it could be something like a private chat, or it could be IRC. It could be a whole bunch of different things. It could be blog comments.
It could be press and publications. There are industry publications that cover certain types of data or launches or announcements or progress or what have you. Perhaps that's an opportunity.
Resource lists and linkers. So there's still a ton of places on the web where people link out to. Here's a good set of resources around customer on-boarding for software as a service companies. Oh, you know what? We have a great post about that. I'm going to reach out to the person who runs this list of resources, and I'm going to see if maybe they'll cover it. Or we put together a great meteorology map looking at the last 50 winters in the northeast of the United States and showing a visual graphic overlay of that charted against global warming trends, and maybe I should share that with the Royal Meteorological Society of England. I'm going to go pitch their person at whatever.ac.uk it is.
Blog and social influencers. These are folks who tend to run, obviously, popular blogs or popular social accounts on Twitter or on Facebook or on LinkedIn, or what have you, Pinterest. It could be Instagram. Potentially worth reaching out to those kinds of folks.
Feature, focus, or intersection sources. This one's a little more complex and convoluted, but the idea is to find something where you have an intersection of some element that you're providing through the content of your page that you seem to get a link from and there is intersection with things that other organizations or people have interest in.
So, for example, on my meteorology example, perhaps you might say, "Lots of universities that run meteorology courses would probably love an animation like this. Let me reach out to professors." "Or you know what? I know there's a data graphing startup that often features interesting data graphing stuff, and it turns out we used one of their frameworks. So let's go reach out to that startup, and we'll check out the GitHub project, see who the author is, ping that person and see if maybe they would want to cover it or link to it or share it on social." All those kinds of things. You found the intersections of overlapping interest.
The last one, biz devs and partnerships. This is certainly not a comprehensive list. There could be tons of other potential opportunity to discover mechanisms. This covers a lot of them and a lot of the ones that tend to work for link builders. But you can and should think of many other ways that you could potentially find new opportunities for links.
So what you want is either the URL or the domain from which you're trying to get the link. The opportunity type — maybe it's a partnership or a resource list or press. The approach you're going to take, the contact information that you've got. If you don't have it yet, that's probably the first thing on your list is to try and go get that. Then the link metrics around this.
There's a good startup called BuzzStream that does sort of a system, a mechanism like this where you can build those targeted link outreach lists. It can certainly be helpful. I know a lot of folks like using things like Open Site Explorer and Followerwonk, Ahrefs, Majestic to try and find and fill in a bunch of these data points.
We can have those ideas and hypotheses and use that to improve our processes. We want to learn from our mistakes. But to do that, just like investments in content and investments in social and other types of investments in SEO, we've got to give ourselves time. We have to talk to our bosses, our managers, our teams, our clients and say, "Hey, gang, this is an iterative learning process. We're going to figure out what forms of link building we're good at, and then we're going to be able to boost rankings once we do. But if we give up because we don't give ourselves time to learn, we're never going to get these results."
All right, look forward to your thoughts on tactical link building and targeted link building. We'll see you again next week for another edition of Whiteboard Friday. Take care.
Video transcription by Speechpad.com
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Our communities have been discussing this as well as John Mueller's response that title tags "are not the most critical part of a page," in a recent webmaster hangout.
On Cre8asiteforums, user iamlost has a great summary of what has lead Twitter to its recent financial troubles, and on SEO Chat users had an interesting discussion about direct answers in SERPs.
Let's get to the breakdown!
John Mueller: Title Tags "Not the Most Critical Part of a Page"
You may not be surprised at all to hear this from Mr. Mueller. As Robert Charlton says on WebmasterWorld,
"…John's comment about keeping titles ‘short and to the point' is completely consistent with the trends that some of us have been observing."
But the issue isn't whether title tags are "critical," but whether or not they've been deprecated.
Charlton goes on to say that he's "been seeing enough pages ranking with bad or missing title tags," that it leads to this question. And besides that, this announcement has opened up old wounds about how much control Google has over your SERPs listings. WebmasterWorld user aristotle writes,
"Re-writing page titles is one of the worst things that Google does. The author of the article chooses the title that best conveys what the article is about, then Google's algorithm changes it to something that's less accurate, and sometimes even totally misleading."
Check this thread out for a familiar debate with new facts and terms.
Google Paid a Hefty Price for Default iOS Search
Specifically, about one billion dollars! Yowza! That figure was recently released in court documents for a case between Oracle and Google. It was almost buried by Google and Apple, but thankfully some journalists were able to get to it first and report it to the public.
Besides the flat fee, Google also pays Apple a revenue share of all ads clicked from Google SERPs. Certainly sheds a little light on how the biggest names in tech do business!
When the Only Inbound Links Come From Social Sites, What Do You Do?
Over on Cre8asiteforums, users are studying analytics data for "two very different local websites," where the only inbound links come from a social network. User bobbb has some pragmatic advice:
"I know someone will reply do not put all your eggs in the same basket… Oh, and diversify. But if it works (for now) why fix it?"
Lots of great advice on analyzing traffic in relation to conversions and goals in this thread!
Direct Answers, the Knowledge Graph, and Their Impact on SEO
Since the Knowledge Graph was announced, SEOs have been wary of it. The potential exists, they say, for Google to steal traffic away from your site. Why would they click on a link if they can get their answer right in SERPs? B
ut on the other hand, a direct answer provides a link at the top of the SERPs… and Google says that whatever clicks you lose are negligible. Users of SEO Chat are debating what the real impact of direct answers are in this thread.
It's a well-treaded discussion, but I haven't seen it in quite a while – the focus lately has been more on Panda, Penguin, RankBrain, et. al. So it's good to see this presented again with the latest information.
Facebook Opens Up its Audience Network
Facebook's Audience Network, which allows advertisers to place ads in non-Facebook apps, is now in beta. WebmasterWorld user martinibuster calls the mobile ads,
"Appealing, not trashy. Look great on mobile."
Facebook has been making some major bank with this network, and now it seems like a promising competitor to existing platforms. Give this thread a read and follow along as WebmasterWorld users test it out!
Google Has Updated Their Webmaster Guidelines
Surprisingly, the quality guidelines have been barely touched. But the Webmaster Guidelines received a slew of changes to make them more current for the state of SEO in 2016.
Of particular interest are the many changes to how Google says it handles images, alt text, and sitemaps. Check out Threadwatch for the details!
Twitter, Déjà Vu Titanic All Over Again
User iamlost shares a great article by Olivier Blanchard about the current state of Twitter. As iamlost summarizes it,
"If you've gone through a company ‘near death experience'… you have training aka experience to guide you the next time; if not, you need to step back, take a deep breath, and get back to basics… The thrashing Twitter aka Twitter's CEO is doing is hastening its death…"
It's true that Twitter is making many changes – some of them very superficial seeming. Is this the beginning of the end? How can Twitter correct their course?
Problems With Rankings? We've All Had ‘Em
Sometimes a commonly asked question results in a thread bursting with expertise. That's what happened here when a user asked for help on SEO Chat.
User adenphoto undertook a total rebranding of their online presence recently. They used to do quite well, and would like to reach their previous heights. One of SEO Chat's moderators, ThomasHarvey, has some on-page SEO advice that everyone approaching a rebrand can learn from.
The post Title Tags, New Webmaster Guidelines, and More: Weekly Forum Update appeared first on Internet Marketing Ninjas Blog.
With only 140 characters to get your message across, is it still worth trying to squeeze a "please retweet" CTA into your tweets?
The post What is The Effect of Adding a "Retweet" CTA to Your Tweets? [SEJ STUDY] by @BrentCarnduff appeared first on Search Engine Journal.
In this episode of Marketing Nerds, Annie Cushing and Kelsey Jones talks about how analytics can give you a better understand of your website traffic.
The post New #MarketingNerds Podcast: How Audits and Analytics Can Help You Understand Your Website Traffic by @AkiLiboon appeared first on Search Engine Journal.
When Nick Barratt from Caliber Interactive showed us the data digging they'd done before Christmas with the Majestic API we were blown away, and thought serious SEO's would like to see how others work with Majestic data. So we asked them to share their insights and this is what came back… Thanks Nick! With…
The post Harnessing the power of the Majestic API to identify quality domains appeared first on Majestic Blog.
Facebook has announced its expanding live video to all iPhone users in the US. What was once a feature reserved only for the Facebook elite is now available to a large population of users in the United States.
The post Facebook Expands Live Video to All iPhone Users in the US appeared first on Search Engine Journal.
Our sister site ClickZ has launched its first Intelligence report of 2016 and it’s a firecracker.
The Digital Trends 2016 report is a comprehensive guide to all the digital-related trends you need to know about in 2016.
Sure every digitally-focused publisher has its own trends report, but what makes ours stand out from the rest is the sheer weight of expert opinion throughout its 46 pages, with more than 40 specialist contributors giving their insight on the most pressing topics, including: ecommerce, content marketing, customer experience and, of course, search.
And if all that wasn’t enough, it’s completely free! You just need to fill in a quick registration form.
To whet your appetite further, I’ve compiled a few of the reports most insightful quotes covering all of the topics…
Paul Rouke, Founder and Director of Optimisation, PRWD:
“Data scientist will become one of the hottest and in-demand roles – although the vast majority of people relabelling themselves as one will be years away from having the experience and knowledge to warrant such a title.”
Jonathan Beeston, Managing Director, Croud UK:
“It could be a transformative year for brand advertising as YouTube and Facebook go up a gear with video. If Snapchat can find the right model, it could be explosive.”
Andy Betts, chief marketer and consultant:
“Producing content for content’s sake is a 2015 tactic that will become more redundant in 2016. Last year’s comfort metrics, such as shares and likes, will be re- placed in 2016 with more meaningful measures such as engagement, reach and audience.”
Kevin Lee, Executive Chariman, Didit:
“The rise of ad blockers combined with the ‘banner blindness’ caused by 20 years of mind-numbingly off-target banners are forcing a doubling down on true native advertising.”
Helen Colclough, Ecommerce Development Manager, River Island:
“It doesn’t have to be an ‘either/or’ situation. The mobile website has its purpose, but apps can help retailers to provide a great experience for the most engaged customers.”
Paul Rouke, Founder and Director of Optimisation, PRWD:
“[A key trend will be] the slow, quite painful move of brands starting to ‘walk the walk’ when it comes to truly understanding their visitors and customers, and harnessing these in- sights to improve their customer experience through data-driven optimisation.”
Andrew Hood, Managing Director, Lynchpin:
“People will become increasingly philosophical about ‘big data’ as technologies mature, the hype starts to subside, and it becomes more a case of ‘cheaper and faster data’. Faster will quickly become the most important factor as demand for data feeds for (up-to-date) personalisation become the critical norm.”
Benjamin Spiegel, CEO, MMI Agency:
“The ingestion of streaming data will become a key requirement for digital leaders. With rising competition in the digital advertising space the ability to ingest, analyse and act on data within a minimal time window is a crucial requirement for digital leadership. I expect to see a lot of disruptive technology solutions emerge in the next months in both the open source as well as the VC space.”
James Gurd, Owner, Digital Juggler:
“Speed and flexibility are both important. The time to consumer is constantly reducing with the introduction of services like Amazon Prime Now. Multichannel retailers like House of Fraser and Argos have ramped up their Buy & Collect offer with later cut off times for next day delivery, and local collection services like Collect+, Amazon Lockers and Doddle have given consumers more choice.”
Tessa Wegert, Media Strategist and Content Developer:
“2015 was the experimentation stage, and a time for gathering insight into consumer preferences and behaviour. Now, social sites will get to the business of tweaking their tools, and brands will be better equipped to know what social commerce strategy is most likely to pay off.”
Parry Malm, CEO, Phrasee:
“Email in 2016 is going to be much like email was in 2015, and 2014, and 2013 – insofar as it’s still going to be the highest performing online channel out there. 2015 was the year of ‘email automation’ and most brands either have programmes in place, or are planning them.”
Tim Watson, Founder, Zettasphere:
“The idea in some circles that triggered emails replace broadcast is wrong… The future is integrating broadcast and triggered emails. We can expect to see the best email marketing programmes in 2016 use the same type of intelligence for sending triggered email in broadcast email marketing.”
Greg Stuart, CEO, Mobile Marketing Association:
“Brands will drastically shift to mobile video, realising that it is hugely underpriced by more than 50 per cent compared to its effectiveness. Mobile audio and ‘sound’ as a strategy is a huge opportunity and mobile brings this to life.”
Andy Favell, Digital and Mobile Consultant:
“The majority of mobile development today is still focused on consumer applications and services that are at best nice-to-have and at worst pointless. This is changing because such initiatives often don’t deliver return on investment for businesses – measured either in terms of financial rewards, customer loyalty or brand perception.”
Jon Earnshaw, CTO, Pi Datametrics:
“The kids out there are leading the way – asking questions and refining further questions based on the answers they receive as they engage in something best described as a dialogue that in the not too distant future will see Google exhibiting behaviour capable of passing the Turing test.”
Mags Sikora, Co-Founder, PeriodBox:
“Can your customer service affect SEO? Absolutely! A large number of negative complaints may lead to negative reviews and non-flattering mentions across blogs! We really have to delight the customer across the entire brand experience and that doesn’t finish with the moment of purchase. That delight should be the driver behind all our actives.”
Bob Cargill, Director Of Social Media, Overdrive Communications:
“Scheduling a series of messages, posts and updates on a regular basis may put you in the game, but the only way to win is to show that you’re alive and kicking, not some robot. Real time is big time on social media.”
Maggie Malek, Head Of Social And PR, MMI Agency:
“Brands will only matter if consumers’ needs and desires are central to everything they do. Listening to the consumer— with our data brains as well as our hearts — can help us discover the stories worth telling.”
Download the full 46-page Digital Trends 2016 report now.
Posted by Cyrus-Shepard
Howdy Moz Fans,
After more than 5 years — including an 18-month hiatus as a Moz associate — tomorrow marks my last day working as a Mozzer.
Make no mistake — I love this job, company, and community. Moz has taught me to be a better marketer. Both Rand Fishkin and Sarah Bird (and many others) have taught me more about emotional intelligence and how to treat others than I thought possible of myself. Moz has introduced me to amazing coworkers and industry folk around the world. I’m truly grateful for this experience.
Since my first YouMoz post was accepted for publication by Jen Lopez before I even worked here, I’ve done my best to share SEO tips and tactics to help people advance their marketing and improve online visibility. These posts are truly the thing I’m most proud of.
Time for one last SEO tip, so I hope it’s a good one...
The beauty of SEO is that, instead of pushing a marketing message onto folks who don’t want to hear what you have to say, you can reverse-engineer the process to discover exactly what people are looking for, create the right content for it, and appear before them at exactly the moment they are looking for it. It’s pull vs. push.
Works like magic. Customers come to you.
Let’s begin this process by telling a lie.
“Content is king.”
Bull hockey. The king doesn’t rule jack squat. A truer statement is this: If content is king, then the user is queen, and she rules the universe. Let’s say that again, because this is important.
“The user is queen, and she rules the universe.”
Google only cares about your content inasmuch as it answers the user’s search query. Search results are not a collection of “good” content; they are a ranked list of content that best satisfies what the user is looking for.
Here’s a typical process many SEOs use when building content:
The shortcoming of this approach is that 1–4 are often hit or miss. Google’s Keyword Planner, perhaps the best available keyword tool available, is famous for not surfacing most long-tail keywords. Additionally, creating the exact content and building the right links in order for Google to rank you for precise pages is challenging as well.
Unfortunately, this where most people stop.
My advice: Don’t stop there.
This whole process relies on traditional SEO signals to rank your content higher. Signals like keyword usage and PageRank (yes, it’s a real ranking factor). While these factors remain hugely important, they miss the point of where SEO has already moved.
In our latest Ranking Factors Expert Survey, we asked over 150 top search marketers to rate which factors they see gaining and losing significance in Google’s algorithm. The results showed that while most traditional SEO features were expected to either retain or decrease in influence, we found that user-based features were expected to increase.
In addition to signals like mobile-friendliness, site speed, overall UX, and perceived quality, the factors I want to focus on today include:
What I am going to talk about is how to improve all three of these factors for underperforming pages at the same time, using a single technique.
Here’s the tip: Optimize for how users are actually using the page — as opposed to how you optimized the page ahead of time — and you’ll see significantly better traffic.
Once you begin receiving traffic from search engines, you have an incredible amount of data regarding real search visits. If your page receives any traffic at all, Google has already guessed what your content is about — right or wrong — and is sending some traffic to you. In all reality, there is a gap between the traffic you thought you were optimizing for when you created the page, and the traffic you are actually getting.
You want to close that gap. We’ll ask and answer these 3 questions:
Here’s how we’re going to do it. I present your SEO homework.
This process works best on pages with lower or disappointing traffic levels. The reason you want to stay away from your high-performing pages is the adage: “If it ain’t broke, don’t fix it.”
That’s not to say that high-performing pages can’t be improved, but whenever you make changes to a page you risk ruining the things that work well, so for now we’re going to focus on our under-performers.
The simplest way is to use analytics to identify pages you believe are high quality — and target good keyword phrases — but receive less traffic than you’d expect based on site averages.
For this example I’ll use Google Search Console for my data, although you could use other platforms such as Bing Webmaster or even features found in Moz Pro.
Here’s a picture of our traffic and search queries for Followerwonk. While it’s a good amount of traffic, something looks off with the second URL: it receives 10x more impressions than any other URL, but only gets a 0.25% click-through rate. We’ll use this URL for our process.
Next, we want to discover the keyword phrases that surface our URL in search results. Here’s how you do it in Search Console.
After you complete #3 above by clicking on the URL you wish to analyze, you’ll find a page of data isolating that URL, but it will lack keywords. Now hit the "Queries" tab to filter keywords filtered for this specific URL.
For our Followerwonk URL, we discover an interesting result. The phrase "twitter search" generated a million search impressions, but only 724 clicks. Google believes we deserve to rank for this query, but obviously the page doesn’t offer what people are looking for
Or does it?
The Followerwonk Bio Search page offers advanced Twitter bio search, complete with lots of advanced options you can’t find on Twitter. It’s reasonable that tons of people searching for "twitter search" would find enormous value in this page. So why the disconnect?
A quick screenshot reveals the heart of the problem.
That’s it — the entire page. Very little explanatory text makes it difficult to quickly grasp what this page is about. While this is an awesome page, it fails in one key aspect for its highest volume search query.
The page fails to satisfy user intent. (At least in a quick, intuitive way.)
So how can we fix this? Let’s move on to the next steps.
Now that we understand how users are actually finding our page, we want to make it obvious that our page is exactly what they are looking for to solve their problem. There are 5 primary areas this can be accomplished.
Rewriting the title tags and descriptions of underperforming pages to include the keyword queries users perform to find your URL can lead to a quick increase in clicks and visits.
Additionally, after you get these clicks, there’s a growing body of inconclusive evidence that higher click-through rates may lead to higher rankings. In the end, it really doesn’t matter. The whole point is that you get more traffic, one way or another.
The key is to take this data to optimize your search snippet in a way that entices more and better traffic.
Earning the click is only half the battle. After we get the visitor on our site, now we have to convince them (almost immediately) that we can actually solve the problem they came here to find. Which leads to…
Consider this: A user searches for "best restaurants in Seattle." You want your pizza parlor to rank #1 for this query, but will this satisfy the user?
Likely not, as the user is probably looking for a list of top restaurants, complete with reviews, hours, maps, and menus. If you can offer all — like TripAdvisor, Opentable, and Yelp — then you’ve helped the user complete their task.
The key to task completion is to make solving the user’s problem both clear and immediate. On our Followerwonk page, this could be accomplished by making it immediately clear that they could perform an advanced Twitter search, for free, along with an expectation of what the results would look like.
A standard for task completion can be found by answering the following question: After the user visits this page, will they have completely found what they are looking for, or will they need to return to Google for help?
When the query is satisfied by your website, then you’ve achieved task completion, and likely deserve to rank very highly for the targeted search query.
The beauty of this process is that you can see results very quickly. The easiest thing to do is to submit the page for reindexing in Google, which can help your changes appear in search results much faster.
You may see changes submitted this way reflected in search results within minutes or hours. Usually it's not more than a day or two.
Now that your results are live, you want to measure present performance against past. After a few days or weeks (whenever you have enough data to make statistically significant decisions) you want to specifically look at:
Warning: You may not get it right the first time. That’s okay. It’s fine to iterate and improve (as long as you don’t destroy your page in the process). In fact, that’s the whole point!
If you follow this process, you may see not only increases in traffic, but improved traffic coming to your site that better aligns what you offer with what the visitor is searching for.
The best content that aligns with user intent is what search engines want to deliver to its users. This is what you want to broadcast to search engines. The results can be rewarding.
What's next for me? In the near term, I'm starting a boutique online publishing/media company, tentatively named Fazillion. (Our aim is to produce content with heart, as we ourselves are inspired by sites like Mr. Money Mustache, Wait but Why, and Data is Beautiful.)
I can’t express enough how much this company and this community means to me. Moving on to the next adventure is the right thing to do at this time, but it makes me sad nonetheless.
Say what you want, SEO is a wonderful industry of awesome human beings.
— Cyrus Shepard (@CyrusShepard) January 21, 2016
Coincidentally, my departure from Moz creates a unique job opening for a talented SEO and Content Architect. It should make a wonderful opportunity for the right person. If you’re interested in applying, you can check it out here: SEO Content Marketer at Moz
Happy SEO, everybody! If you see me walking down the street, be sure to say hi.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
According to Facebook’s Q4 earnings call, the world’s leading social network continues to widen the gap between itself the competition. Numbers are up in just about every way they can be measured...
The post Facebook Reports Over 100M Hours of Video Watched Daily, More Record Numbers in Q4 Earnings Call appeared first on Search Engine Journal.
It's hard to provide valuable idea that's worth a thousand dollar. But it doesn't mean it's impossible. Here's a list of how you can find blog post ideas.
The post Blogging 101: 5 Unique Ideas for a New Blog Post by @rankingelite appeared first on Search Engine Journal.
Step-by-step guide on how to set up Facebook ads tracking with the new Facebook pixel.
The post How to Track Conversions with the New Facebook Pixel by @Rocco_Zebra_Adv appeared first on Search Engine Journal.
Posted by Isla_McKetta
Fifteen minutes into my first ever flight with my newborn son — a flight that had been delayed for an hour and a half, during which we'd held off feeding him so he could eat on the way up to make sure his little ears wouldn't pop from the pressure and he wouldn't start the flight screeching — fifteen minutes in, we were still ascending and even with his little head concealed beneath a nursing scarf, I could tell he was starting to get full.
I was terrified.
If he started screaming I had no idea how we would survive the four hours left in the flight. My husband and I were not the cool couple who had brought earplugs and coffee cards for all the passengers around us. I was certain everyone would hate us and, even worse, we'd never, ever fly again. I was the worst mother in the history of mothers.
As I was readjusting my son and trying to keep him calm, I noticed this phrase on the back of the nursing scarf's label:
You, too, can grab your audience by the heartstrings and build a lasting connection that gets them to come back to you time and again while also evangelizing your business to all their friends. Because while the designers of the Itzy Ritzy nursing scarf did not know specifically when or how this new mom was going to need encouragement and, yes, the kindness of strangers, it was an easy guess to say that every one of their customers would at some point. And with a cheap, but creative, insertion of content on the back side of their label, they won my heart and loyalty.
This is called manufacturing serendipity and here's how you do it.
We talk a lot about empathy at Moz, and that's because the value of empathy cannot be overstated — in marketing or in life. Empathy is a super power. Dr. Brené Brown describes that super power as "feeling with people," and it creates a spark of connection for the person being empathized with. That spark can be fanned into the burning passion of a long-lasting relationship — in business and in life.
To understand how to empathize with your customer, first create personas. Find out where your audience is emotionally. Figure out what they're insecure about, what scares them, what they most need in the moment that they're visiting your site. It's not rocket science to understand that a new mom might be feeling insecure about nursing her child in public, and if that's what your product is designed to help her with... go that extra mile to connect.
Ways to reach into your customer's soul and speak to their needs include:
Are you using all the content opportunities available to you? Reeling from the sniffles, fussiness, and, yes, boogies, that came with my son's first cold, I opened up the lid on a package of Boogie Wipes to find this:
The wise marketers at Boogie Wipes know that many parents will buy almost anything to make their child feel better. So they seized the opportunity to let me know that they have even more products to help me. Serendipity? It sure felt like it. And you can bet someone (not it!) dashed off to the drug store to buy some saline spray.
You don't have to turn your site into the Times Square of the Internet to put content in the right places. Instead:
It doesn't always take a large change to connect your customer with the content they need.
Serendipity is the feeling of happy coincidence. If your content sparks surprise, incites delight, and manages to inform along the way, you're more likely to get the response you're looking for from a potential customer. According to Dr. Read Montague, a neuroscientist at Baylor, surprise lights up the brain's reward pathways. And, unfortunately, delight in marketing is still surprising to most people, so by delighting your customer, you're creating a positive association with your brand in two ways.
Some favorite examples of content that's surprised, delighted, and informed me are:
Now that you understand your customer's needs, are looking at creative content placement, and understand how important it is to surprise, delight, and inform your audience, you have the tools you need to help serendipity along.
So if you're ready to build a lasting connection with your customers, go manufacture some serendipity already. You might just soothe the nerves of a new mom so well that she'll start evangelizing your products the minute she safely steps off the plane with her calm, jet-setting son.
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An update to Google’s Inbox app, an alternative to Gmail, will see its search engine return more intelligent results.
The post Google’s Inbox App Now Returns Smarter, More Useful Search Results appeared first on Search Engine Journal.
Posted by SarahBird
Greetings, Moz Community!
We’ve been very busy at Moz. In keeping with my tradition, I’ll tell you what we’ve been up to in excruciating detail in my upcoming 2015 Year in Review post (next week).
But first, some big news! Moz closed a $10 million Series C round of financing yesterday. We’ve got great VC partners in Foundry Group and they are ponying up the entire round.
Unlike Jack Donaghy, my leadership mentor, I’m buzzing with excitement. I have ambitious goals for Moz and it feels fantastic to get more support on our journey.
The fundamental relationship between organizations and their current and potential customers is changing. New marketing disciplines are emerging to take advantage of exciting changes in how we learn, communicate, make friends, and conduct business. Moz was founded to help marketers capitalize on these shifts.
We are helping people understand and grow their digital influence, and using ours to spread TAGFEE. We’re helping organizations transform how they market to be more Transparent, Authentic, Generous, Fun, Empathetic, and Exceptional. People have higher expectations about how businesses will interact with them, and less patience for dated and inauthentic approaches.
My dream is that Moz will be a force for good in marketing and in our communities. I’m passionate not just about what we do, but about how we do it. And I’ve got great investors, like Foundry, who feel the same.
We want to build beautiful software that customers love and that consistently delivers value. We want to be an inclusive place that helps you learn and build something greater than you can build alone. We also want to share what we have with the communities around us. After all, we’re all in this together, one way or another.
We’ve soared and stumbled along the way. Sometimes within the same day. It’s exhausting and exhilarating simultaneously. Entrepreneurship is not for the faint of heart.
Late 2013 and early 2014, in particular, tested our mettle. We struggled through a brutal product launch and a bunch of scaling challenges. We made mistakes large and small, a few of which we’re still working to resolve.
In the immortal words of Jack Donaghy, management legend, “Business doesn’t get me down; Business gets me off.” We tortured ourselves for lessons, questioned and gave up old dogmas, and began transforming ourselves into an even greater company.
At the time of our Series B, we had a single SAAS product and an API. We ended 2015 with a portfolio of FIVE products and another big project on the way. In 2015, we invested in building new products, new engineering platforms, and retiring tech debt. We're not slowing down in 2016. We're building on our momentum.
Moz Local makes it fun and painless for brick-and-mortar businesses in the US and UK to grow their digital influence. After a mere 21 months, Moz Local has already generated an impressive $5.7 million USD in its lifetime (cash, not revenue). Moz Local revenue grew over 400% last year alone! We’re currently helping over 60,000 business locations manage their information across the web.
In November 2015, we released a major update to Moz Local that shows how a business location is performing over time and compared to its competitors. We’re also making it easier for businesses to manage their Google My Business profiles. The new features are in beta now and will be available for purchase in February.
If you haven’t played with Moz Local yet, start by checking to see if your business's information is accurate.
We’re hoping to replicate Moz Local’s success by launching more standalone tools.
For example, our recently launched Moz Content helps marketers understand and improve their content marketing efforts. This product is powered by a proprietary Moz API to identify keywords and topics interesting to their audience. We’re still very early in this newborn product lifecycle and we’re shipping updates regularly. Since December, over 28,500 marketers have performed ~22,000 content audits and 44,000+ content searches. Usage continues to climb as we add features and polish to our brand-new product.
If you haven’t yet, give Moz Content a whirl.
This round of financing allows us to build on the momentum we've started by growing our new product lines, and kicking Moz Pro and Moz Local up a notch.
In the year ahead, we'll use the money for growth initiatives, like marketing, experimenting our way to product/market fit, and adding sales and account management folks.
Our pre-money valuation was $120 million. We did about $38 million in revenue for 2015. For reference, our 2012 Series B pre-money was $75 million. We’ve carried forward the same basic terms from the last round (1x liquidation and non-participating preferred). Foundry is contributing the entire $10 million. (Thanks, Foundry!)
Brad Feld, whom we love, is stepping off of the board, and Seth Levine (also from Foundry) is stepping on. I’m getting to know Seth and I've enjoyed all my interactions with him. He's TAGFEE, deeply experienced, and passionate about Moz. He'll be a great addition to the board. I like to think of this as gaining Seth, rather than losing Brad; they are both still on Team Moz.
I want Moz to be a company that customers and employees love. I want to create something lasting and meaningful.
We have an ambitious mission. We help organizations transform the way they market to match how people want to engage, learn, and shop. Although I’ve been working on it since 2007, we’ve still got a long way to go, because the target is always moving. Happily, we’re invigorated by big challenges.
We’ve got strong momentum heading into 2016, and I appreciate Foundry’s continued support. Moz is an exceptional company, and we plan on keeping it that way.
I’m also grateful for this TAGFEE team. Mozzers are optimistic, courageous, creative, and committed. We’ve been accused of being cult-like, and I’m proud of that. And thank you to everyone in the Moz community for cheering us on. We endeavor to serve you.
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Monitoring your competitors isn’t enough–you need to sit down and analyze the data. Here's how you can conduct a social media competitive analysis.
The post The 5-Minute Social Media Competitive Analysis by @bberg1010 appeared first on Search Engine Journal.
Get regular updates by email for new links found and now suppress the sites that you do not find interesting. Majestic's link alerts can now be tailored easily so that you can get exactly what you need in your inbox.
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Posted by jenstar
Webmasters were caught by surprise two weeks ago, when Google released many new statements about their Panda algorithm to The SEM Post. Traditionally, Google tends to be rather quiet about their search algorithms, but their new comments were a departure from this. Google was quite transparent and shared a lot of new Panda-related information that many SEOs weren't aware of.
Here are what I consider to be the top new takeaways from Google about the Panda algorithm. These are all things that SEOs can put into action, either to create new, great-quality content or to increase the quality value of their current content.
First, the Panda algorithm is specifically about content. It's not about links, it's not about mobile-friendliness, it's not about having an HTTPS site. Rather, the Panda algorithm rewards great-quality content by demoting content that's either quite spammy in nature or that's simply not very good.
Now, here are the most important things you should know about Panda, including some of the mistakes and misconceptions about the algorithm update that have confused even the expert SEOs.
One big issue is that many SEOs have been promoting the widespread removal of content from websites that were hit by Panda. In actuality, however, what many webmasters don’t realize is that they could be shooting themselves in the foot by doing this.
When performing content audits, many penalty experts will cut a wide swath through the site’s content and remove it. Whether claiming that X% of content needs to be removed to recover from Panda or that older, less fresh content needs to be removed, doing this without the proper research will cause rankings to decrease even further. It's never a "surefire Panda recovery tactic," despite what some might say.
Unfortunately for SEOs, there's no magic formula to recover from Panda when it comes to the quantity, age, or length of the content on the site. Instead, you need to look at each page to determine its value. The last thing you want to do is remove pages that are actually helping.
Fortunately, we have the tools to be able to determine the “good versus bad” when it comes to figuring out what Google considers quality. And the answer is in both Google Analytics (or whatever your preferred site analytics program is) and in Google Search Console.
If Google is sending traffic to a page, then it considers it quality enough to rank. If you were going to remove one of these pages because it was written a few years ago or because it was below a magic word count threshold, you would lose all the future traffic Google would send to that page.
If you're determined to remove content, at least verify that Google isn’t sending those pages traffic before you add to your Panda problems by losing more traffic.
We all laugh when we look in our Google Search Console Search Analytics and see the funny keywords people search for. However, part of providing quality content is also delivering those content expectations. In other words, if a search is repeatedly bringing visitors to a specific page, you'll want to make sure that page delivers the promised content.
From the Panda Algo Guide:
A Google spokesperson also took it a step further and suggested using it also to identify pages where the search query isn't quite matching the delivered content. "If you believe your site is affected by the Panda algorithm, in Search Console's Search Analytics feature you can identify the queries which lead to pages that provide overly vague information or don't seem to satisfy the user need for a query."
So if your site has been impacted by Panda — or you're concerned it might be and want to be proactive — start matching up popular queries with their pages, making sure you're fully delivering on those content query expectations. While this won’t be as big of a concern for sites not impacted by Panda, it's something to keep in mind if you do notice those "odd" keywords popping up with frequency.
Ensuring your content matches the query is also one of the easiest Panda fixes you can do, although it might take some legwork to spot those queries that under-deliver. Often, it's just a matter of slightly tweaking a paragraph or two, or adding an additional few paragraphs to change the content for those queries from "meh" to "awesome." And if you deliver that content on the visitor’s landing page, it means they're more likely to stick around, view more of your content, and share it with others — rather than hitting the back button to find a page that does answer their query.
"Fixing" versus "removing" is another area where many experts disagree. Luckily, it's been one of the areas that Google has been pretty vocal about if you know where to find those comments.
Google has been a longtime advocate of fixing poor quality content. Both Gary Illyes and John Mueller have repeatedly talked about improving the quality of content.
In a hangout, John Mueller said:
Overall, the quality of the site should be significantly improved so we can trust the content. Sometimes what we see with a site like that will have a lot of thin content, maybe there’s content you are aggregating from other sources, maybe there’s user-generated content where people are submitting articles that are kind of low quality, and those are all the things you might want to look at and say what can I do; on the one hand, hand if I want to keep these articles, maybe prevent these from appearing in search.
Now, there are always edge cases, and this is what many experts get hung up on. The important thing to remember is that Google’s not talking about those weird, random edge cases, but rather what applies to most websites. Is it forum spam for the latest and greatest Uggs seller? Of course, you'll want to remove or noindex it. But if it's the content you hired your next-door neighbor to write for you, or "original" content you bought off of Fiverr? Improve it instead.
If you do have thin content that you'll want to upgrade in the future, you can always noindex it for now. If it’s not indexable by Google, it’s not going to hurt you, from a Panda perspective. However, it’s important to note that you still need to have enough quality content on your site, even if you're noindexing or removing the bad stuff.
This is also what Google recommended in the Panda Algo Guide:
A Google spokesperson also said this, when referring to lower quality pages. "Instead of deleting those pages, your goal should be to create pages that don’t fall in that category: pages that provide unique value for your users who would trust your site in the future when they see it in the results."
Still determined to remove it after checking all the facts? Gary Illyes gave suggestions during his keynote at Pubcon last year on how to remove thin content properly.
One of the most surprising revelations from Google is that sites can still rank while being affected by Panda. While there are certainly instances where Panda impacts an entire site, and this is probably true in the majority of cases, it is possible that only some pages are negatively impacted by Panda. This is yet another reason you want to be careful when removing pages.
From the Panda Algo Guide:
What most people are seeing are sites that have content that is overwhelmingly poor quality, so it can seem that an entire site is affected. But if a site does have quality content on a page, those pages can continue to rank.
A Google spokesperson confirmed this as well.
The Panda algorithm may continue to show such a site for more specific and highly-relevant queries, but its visibility will be reduced for queries where the site owner's benefit is disproportionate to the user's benefit.
This comment reinforces the idea from Google that a key part of Panda is where Google feels the site owner is getting the most benefit from a visitor to their site, rather than vice-versa.
One of the first things that webmasters do when they get hit by Panda is freak out over duplicate content. And while managing your duplicate content is always a good idea from a technical standpoint, it doesn’t actually play any kind of a role in Panda, as confirmed by John Mueller late last year.
And even then, John Mueller described fixing duplicate content on a priority scale as "somewhere in the sidebar or even quite low on the list." In other words, focus on what Panda is impacting first, then clean up the non-Panda related technical details at the end.
Bottom line: Duplicate content can certainly affect your SEO. But from a Panda perspective, if your main focus is on getting your site ranking well again in Google after a Panda hit, leave it until the end. Google is usually pretty good about sorting it out, and if not, it's fixable with either some redirects or canonicals.
Many webmasters fixate on the idea that content has to be a certain number of words to be deemed "Panda-proof." There are plenty of instances of thousand-word articles that are extremely poor quality, and other examples of content so great that even having only a hundred or so words will trigger a featured snippet… something Google tends to give only to higher-quality sites.
Now, if you're writing content, there’s nothing wrong with trying to set up certain benchmarks for the number of words — especially if you have contributors or you're hiring writers. There’s no issue with that. The issue is with falsely believing that word count is related to quality, both in Google’s eyes and from the Panda algo perspective.
It's very dangerous to assume that because an article or post is under a specific word count that it needs to be removed or improved. Instead, as with the case of considering whether you should remove content, look to see whether Google is sending referrals to those pages. If they're ranking and receiving traffic from Google, word count is not an issue.
The role that both advertising and affiliate links play in Google Panda is an interesting one. This isn’t to say that all advertising is bad or all affiliate links are bad. It's a topic that John Mueller from Google has brought up in his Google Hangouts, as well. The problem is the content surrounding it — how much there is and what it's like.
Where there's an impact is in the amount of advertising and affiliate links. Will Google consider a page that is essentially just affiliate links without any quality content as good? It’s not that Panda is specifically targeting ads or affiliate content. There are lots of awesome affiliate sites out there that rank really well and are not affected by Panda whatsoever.
The problem lies in the disconnect between the balance of useful content and monetization. At Pubcon, Gary Illyes said the value to the visitor should be higher than the value to the site owner. But as we see on many sites, that balance has tipped the other way, where the visitor is seen merely as a means of revenue, without concern about giving that visitor any value back.
You don’t need to hit your visitors over the head with a huge amount of advertising and affiliate links to make money. That visitor brings a lot of additional value to your site when they don’t feel your site is too ad heavy. From the Panda Algo Guide:
There are also benefits from traffic even if it doesn’t convert into a click on an affiliate link. Maybe they share it on social media, maybe they recommend it to someone, or they return at a later time, remembering the good user experience from the previous visit.
A Google spokesperson also said, "Users not only remember but also voluntarily spread the word about the quality of the site, because the content is produced with care, it’s original, and shows that the author is truly an expert in the topic of the site." And this is where many affiliate sites run into problems.
There's another thing that often happens when a website is hit by Panda: naturally, the revenue from the ads they do have on the site goes down. Unfortunately, often the response to this loss of revenue is to increase the number of ads or affiliate links to compensate. But this degrades the value of the content even further and, despite the knee-jerk reaction, is not the appropriate move in a Panda-busting plan.
Bottom line: There is absolutely nothing wrong with having advertising or affiliate links on a site. That alone won't cause a Panda issue. What can cause a Panda issue, rather, is how and how much you present these things. Ads and affiliate links should support your content, not overwhelm it.
What about user-generated content? Sadly, it's getting a pretty bad rap these days. But it's getting this reputation for the crappy user-generated content out there, not for the high-quality user generated content you see on sites. Many so-called experts advise removing all user-generated content, when again that's one of those moves that can negatively impact your site.
Instead, look at the actual user-generated content you have your site and decide whether it's quality or not. For example, YouMoz is considered to be fairly high-quality user generated content: all posts still have to be approved by editors, and only a small percent of submitted articles make it live on the site. Even then, their editors also work to improve and edit the pieces as necessary, ensuring that even though it is user-generated content, it's still high quality.
But like any content on the web, user-generated or not, there are different levels of quality. If your user-generated content quality is very high, then you have nothing to worry about. You could have a different contributor for every single article if you wanted to. It has nothing to do with how you obtained the content for your site, but rather how high-quality and valuable that content is.
Likewise, with forums or community-driven sites where all the content is user-contributed, it’s about how quality that content is — not about who contributes it. Sites like Stackoverflow have hundreds of thousands of contributors, yet it's considered very high-quality and it does extremely well in the Google search results.
If your user-generated content has both its high point and its low point regarding quality, there are a few things actions that Google recommends so that the lower-quality content doesn’t drag down the entire site. John Mueller said if you can recognize the types of lower-quality content on the forum or the patterns that tend to match it, then you can block it from being indexed by Google. This might mean noindexing your welcome forum where people are posting introductions about themselves, or blocking the chitchat forums while leaving the helpful Q&A as indexable.
And, of course, you need to deal with any spam in your user-generated content, whether it's something like YouMoz or a forum for people who all love a specific hobby. Have good guidelines in place to prevent your active users from spamming or link-dropping. And use some of the many forum add-ons that identify and remove spam before Google can even see it.
Do not follow the advice of those who say all user-generated content is bad… it’s not. Just ensure that it's high quality, and you won’t have a problem with Panda from the start.
You may have noticed a trend lately: Many blogs and news sites are removing comments from their sites completely. When you do this, though, you’re removing a signal that Google can use that shows how well people are responding to your content. Like any content, comments aren’t all bad simply because they're comments — their quality is the deciding factor, and this will vary.
And it's not just the Google perspective that dictates why you should keep them. Having a comment section can keep visitors coming back to your site to check for new commentary, and it can often offer additional insights and viewpoints on the content. Communities can even form around comment sections. And, of course, it adds more content.
But, like user-generated content, you need to make sure you're keeping it high quality. Have a good comments policy in place; if you’re in doubt, don’t approve the comment. Your goal is to keep those comments high-quality, and if there’s any suspicion (such as a username of “Buy Keyword Now,” or it's nothing more than an “I agree” comment), just don’t allow it.
That said, allowing low-quality comments can affect the site, something John Mueller has confirmed. I wouldn’t panic over a handful of low-quality comments, but if the overall value of the comments is pretty low, you probably want to weed them out, keep the high-quality comments, and be a little bit more discriminating going forward.
No, technical issues do not cause Panda. However, it's still a widespread belief that things like page speed, duplicate content, or even what TLD the site is on can have an impact on Panda. This is not accurate at all.
That said, these kinds of technical issues do have an impact on your overall rankings — just not for Panda reasons. So, it's best practice to ensure your page speed is good, you’re not running long redirect chains, and your URL structure is good; all these things do affect your overall SEO with Google’s core algorithm. With regards to recovering from Panda, though, it doesn’t have an impact at all.
One of the surprises was the addition of the core algo comment, where Google revealed to The SEM Post that Panda was now part of the core algorithm. But what does this mean? Is it even important to the average SEO?
The answer is no. Previously, Panda was a filter added after the core search algo. Now, while it's moved to become part of that core algo, Panda itself is essentially the same, and it still impacts websites the same way.
Google confirmed the same. Gary Illyes from Google commented on it being one of the worst takeaways from all the Panda news.
A2. I think this is the worst takeway of the past few days, but imagine an engine of a car. It used to be that there was no starter (https://en.wikipedia.org/wiki/Starter_(engine)), the driver had to go in front of the car, and use some tool to start the engine. Today we have starters in any petrol engine, it's integrated. It became more convenient, but essentially nothing changed.
For a user or even a webmaster it should not matter at all which components live where, it's really irrelevant, and that's why I think people should focus on these "interesting" things less.
It really doesn't make a difference from an SEO's perspective, despite the initial speculation it might have.
Google released a lot of great Panda information last week, and all of it contained advice that SEOs can put into action immediately — whether to ensure their site is Panda-proofed, or to fix a site that had been slapped by Panda previously.
The bottom line: Create high-level, quality content for your websites, and you won’t have to worry about Pandas.
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Generating search traffic to your business' site can be confusing. Ahrefs can help you ease the process by checking what your competitors are doing.
The post How to "Steal" Your Competitor’s Search Traffic Using Ahrefs by @sejournal appeared first on Search Engine Journal.
Join the next SEJ Think Tank webinar to learn about how SEJ's revenue grew through native advertising presented by Loren Baker.
The post Next #SEJThinkTank Webinar: Going Native: How Native Advertising Grew SEJ's Revenue by @megcabrera appeared first on Search Engine Journal.
