Distance from Perfect

Posted by wrttnwrd

In spite of all the advice, the strategic discussions and the conference talks, we Internet marketers are still algorithmic thinkers. That’s obvious when you think of SEO.

Even when we talk about content, we’re algorithmic thinkers. Ask yourself: How many times has a client asked you, “How much content do we need?” How often do you still hear “How unique does this page need to be?”

That’s 100% algorithmic thinking: Produce a certain amount of content, move up a certain number of spaces.

But you and I know it’s complete bullshit.

I’m not suggesting you ignore the algorithm. You should definitely chase it. Understanding a little bit about what goes on in Google’s pointy little head helps. But it’s not enough.

A tale of SEO woe that makes you go “whoa”

I have this friend.

He ranked #10 for “flibbergibbet.” He wanted to rank #1.

He compared his site to the #1 site and realized the #1 site had five hundred blog posts.

“That site has five hundred blog posts,” he said, “I must have more.”

So he hired a few writers and cranked out five thousand blogs posts that melted Microsoft Word’s grammar check. He didn’t move up in the rankings. I’m shocked.

“That guy’s spamming,” he decided, “I’ll just report him to Google and hope for the best.”

What happened? Why didn’t adding five thousand blog posts work?

It’s pretty obvious: My, uh, friend added nothing but crap content to a site that was already outranked. Bulk is no longer a ranking tactic. Google’s very aware of that tactic. Lots of smart engineers have put time into updates like Panda to compensate.

He started like this:

And ended up like this:
more posts, no rankings

Alright, yeah, I was Mr. Flood The Site With Content, way back in 2003. Don’t judge me, whippersnappers.

Reality’s never that obvious. You’re scratching and clawing to move up two spots, you’ve got an overtasked IT team pushing back on changes, and you’ve got a boss who needs to know the implications of every recommendation.

Why fix duplication if rel=canonical can address it? Fixing duplication will take more time and cost more money. It’s easier to paste in one line of code. You and I know it’s better to fix the duplication. But it’s a hard sell.

Why deal with 302 versus 404 response codes and home page redirection? The basic user experience remains the same. Again, we just know that a server should return one home page without any redirects and that it should send a ‘not found’ 404 response if a page is missing. If it’s going to take 3 developer hours to reconfigure the server, though, how do we justify it? There’s no flashing sign reading “Your site has a problem!”

Why change this thing and not that thing?

At the same time, our boss/client sees that the site above theirs has five hundred blog posts and thousands of links from sites selling correspondence MBAs. So they want five thousand blog posts and cheap links as quickly as possible.

Cue crazy music.

SEO lacks clarity

SEO is, in some ways, for the insane. It’s an absurd collection of technical tweaks, content thinking, link building and other little tactics that may or may not work. A novice gets exposed to one piece of crappy information after another, with an occasional bit of useful stuff mixed in. They create sites that repel search engines and piss off users. They get more awful advice. The cycle repeats. Every time it does, best practices get more muddled.

SEO lacks clarity. We can’t easily weigh the value of one change or tactic over another. But we can look at our changes and tactics in context. When we examine the potential of several changes or tactics before we flip the switch, we get a closer balance between algorithm-thinking and actual strategy.

Distance from perfect brings clarity to tactics and strategy

At some point you have to turn that knowledge into practice. You have to take action based on recommendations, your knowledge of SEO, and business considerations.

That’s hard when we can’t even agree on subdomains vs. subfolders.

I know subfolders work better. Sorry, couldn’t resist. Let the flaming comments commence.

To get clarity, take a deep breath and ask yourself:

“All other things being equal, will this change, tactic, or strategy move my site closer to perfect than my competitors?”

Breaking it down:

“Change, tactic, or strategy”

A change takes an existing component or policy and makes it something else. Replatforming is a massive change. Adding a new page is a smaller one. Adding ALT attributes to your images is another example. Changing the way your shopping cart works is yet another.

A tactic is a specific, executable practice. In SEO, that might be fixing broken links, optimizing ALT attributes, optimizing title tags or producing a specific piece of content.

A strategy is a broader decision that’ll cause change or drive tactics. A long-term content policy is the easiest example. Shifting away from asynchronous content and moving to server-generated content is another example.

“Perfect”

No one knows exactly what Google considers “perfect,” and “perfect” can’t really exist, but you can bet a perfect web page/site would have all of the following:

  1. Completely visible content that’s perfectly relevant to the audience and query
  2. A flawless user experience
  3. Instant load time
  4. Zero duplicate content
  5. Every page easily indexed and classified
  6. No mistakes, broken links, redirects or anything else generally yucky
  7. Zero reported problems or suggestions in each search engines’ webmaster tools, sorry, “Search Consoles”
  8. Complete authority through immaculate, organically-generated links

These 8 categories (and any of the other bazillion that probably exist) give you a way to break down “perfect” and help you focus on what’s really going to move you forward. These different areas may involve different facets of your organization.

Your IT team can work on load time and creating an error-free front- and back-end. Link building requires the time and effort of content and outreach teams.

Tactics for relevant, visible content and current best practices in UX are going to be more involved, requiring research and real study of your audience.

What you need and what resources you have are going to impact which tactics are most realistic for you.

But there’s a basic rule: If a website would make Googlebot swoon and present zero obstacles to users, it’s close to perfect.

“All other things being equal”

Assume every competing website is optimized exactly as well as yours.

Now ask: Will this [tactic, change or strategy] move you closer to perfect?

That’s the “all other things being equal” rule. And it’s an incredibly powerful rubric for evaluating potential changes before you act. Pretend you’re in a tie with your competitors. Will this one thing be the tiebreaker? Will it put you ahead? Or will it cause you to fall behind?

“Closer to perfect than my competitors”

Perfect is great, but unattainable. What you really need is to be just a little perfect-er.

Chasing perfect can be dangerous. Perfect is the enemy of the good (I love that quote. Hated Voltaire. But I love that quote). If you wait for the opportunity/resources to reach perfection, you’ll never do anything. And the only way to reduce distance from perfect is to execute.

Instead of aiming for pure perfection, aim for more perfect than your competitors. Beat them feature-by-feature, tactic-by-tactic. Implement strategy that supports long-term superiority.

Don’t slack off. But set priorities and measure your effort. If fixing server response codes will take one hour and fixing duplication will take ten, fix the response codes first. Both move you closer to perfect. Fixing response codes may not move the needle as much, but it’s a lot easier to do. Then move on to fixing duplicates.

Do the 60% that gets you a 90% improvement. Then move on to the next thing and do it again. When you’re done, get to work on that last 40%. Repeat as necessary.

Take advantage of quick wins. That gives you more time to focus on your bigger solutions.

Sites that are “fine” are pretty far from perfect

Google has lots of tweaks, tools and workarounds to help us mitigate sub-optimal sites:

  • Rel=canonical lets us guide Google past duplicate content rather than fix it
  • HTML snapshots let us reveal content that’s delivered using asynchronous content and JavaScript frameworks
  • We can use rel=next and prev to guide search bots through outrageously long pagination tunnels
  • And we can use rel=nofollow to hide spammy links and banners

Easy, right? All of these solutions may reduce distance from perfect (the search engines don’t guarantee it). But they don’t reduce it as much as fixing the problems.
Just fine does not equal fixed

The next time you set up rel=canonical, ask yourself:

“All other things being equal, will using rel=canonical to make up for duplication move my site closer to perfect than my competitors?”

Answer: Not if they’re using rel=canonical, too. You’re both using imperfect solutions that force search engines to crawl every page of your site, duplicates included. If you want to pass them on your way to perfect, you need to fix the duplicate content.

When you use Angular.js to deliver regular content pages, ask yourself:

“All other things being equal, will using HTML snapshots instead of actual, visible content move my site closer to perfect than my competitors?”

Answer: No. Just no. Not in your wildest, code-addled dreams. If I’m Google, which site will I prefer? The one that renders for me the same way it renders for users? Or the one that has to deliver two separate versions of every page?

When you spill banner ads all over your site, ask yourself…

You get the idea. Nofollow is better than follow, but banner pollution is still pretty dang far from perfect.

Mitigating SEO issues with search engine-specific tools is “fine.” But it’s far, far from perfect. If search engines are forced to choose, they’ll favor the site that just works.

Not just SEO

By the way, distance from perfect absolutely applies to other channels.

I’m focusing on SEO, but think of other Internet marketing disciplines. I hear stuff like “How fast should my site be?” (Faster than it is right now.) Or “I’ve heard you shouldn’t have any content below the fold.” (Maybe in 2001.) Or “I need background video on my home page!” (Why? Do you have a reason?) Or, my favorite: “What’s a good bounce rate?” (Zero is pretty awesome.)

And Internet marketing venues are working to measure distance from perfect. Pay-per-click marketing has the quality score: A codified financial reward applied for seeking distance from perfect in as many elements as possible of your advertising program.

Social media venues are aggressively building their own forms of graphing, scoring and ranking systems designed to separate the good from the bad.

Really, all marketing includes some measure of distance from perfect. But no channel is more influenced by it than SEO. Instead of arguing one rule at a time, ask yourself and your boss or client: Will this move us closer to perfect?

Hell, you might even please a customer or two.

One last note for all of the SEOs in the crowd. Before you start pointing out edge cases, consider this: We spend our days combing Google for embarrassing rankings issues. Every now and then, we find one, point, and start yelling “SEE! SEE!!!! THE GOOGLES MADE MISTAKES!!!!” Google’s got lots of issues. Screwing up the rankings isn’t one of them.

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!

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The Inbound Marketing Economy

Posted by KelseyLibert

When it comes to job availability and security, the future looks bright for inbound marketers.

The Bureau of Labor Statistics (BLS) projects that employment for marketing managers will grow by 13% between 2012 and 2022. Job security for marketing managers also looks positive according to the BLS, which cites that marketing employees are less likely to be laid off since marketing drives revenue for most businesses.

While the BLS provides growth estimates for managerial-level marketing roles, these projections don’t give much insight into the growth of digital marketing, specifically the disciplines within digital marketing. As we know, “marketing” can refer to a variety of different specializations and methodologies. Since digital marketing is still relatively new compared to other fields, there is not much comprehensive research on job growth and trends in our industry.

To gain a better understanding of the current state of digital marketing careers, Fractl teamed up with Moz to identify which skills and roles are the most in demand and which states have the greatest concentration of jobs.

Methodology

We analyzed 75,315 job listings posted on Indeed.com during June 2015 based on data gathered from job ads containing the following terms:

  • “content marketing” or “content strategy”
  • “SEO” or “search engine marketing”
  • “social media marketing” or “social media management”
  • “inbound marketing” or “digital marketing”
  • “PPC” (pay-per-click)
  • “Google Analytics”

We chose the above keywords based on their likelihood to return results that were marketing-focused roles (for example, just searching for “social media” may return a lot of jobs that are not primarily marketing focused, such as customer service). The occurrence of each of these terms in job listings was quantified and segmented by state. We then combined the job listing data with U.S. Census Bureau population estimates to calculate the jobs per capita for each keyword, giving us the states with the greatest concentration of jobs for a given search query.

Using the same data, we identified which job titles appeared most frequently. We used existing data from Indeed to determine job trends and average salaries. LinkedIn search results were also used to identify keyword growth in user profiles.

Marketing skills are in high demand, but talent is hard to find

As the marketing industry continues to evolve due to emerging technology and marketing platforms, marketers are expected to pick up new skills and broaden their knowledge more quickly than ever before. Many believe this rapid rate of change has caused a marketing skills gap, making it difficult to find candidates with the technical, creative, and business proficiencies needed to succeed in digital marketing.

The ability to combine analytical thinking with creative execution is highly desirable and necessary in today’s marketing landscape. According to an article in The Guardian, “Companies will increasingly look for rounded individuals who can combine analytical rigor with the ability to apply this knowledge in a practical and creative context.” Being both detail-oriented and a big picture thinker is also a sought-after combination of attributes. A report by The Economist and Marketo found that “CMOs want people with the ability to grasp and manage the details (in data, technology, and marketing operations) combined with a view of the strategic big picture.”

But well-rounded marketers are hard to come by. In a study conducted by Bullhorn, 64% of recruiters reported a shortage of skilled candidates for available marketing roles. Wanted Analytics recently found that one of the biggest national talent shortages is for marketing manager roles, with only two available candidates per job opening.

Increase in marketers listing skills in content marketing, inbound marketing, and social media on LinkedIn profiles

While recruiter frustrations may indicate a shallow talent pool, LinkedIn tells a different story—the number of U.S.-based marketers who identify themselves as having digital marketing skills is on the rise. Using data tracked by Rand and LinkedIn, we found the following increases of marketing keywords within user profiles.

growth of marketing keywords in linkedin profiles

The number of profiles containing “content marketing” has seen the largest growth, with a 168% increase since 2013. “Social media” has also seen significant growth with a 137% increase. “Social media” appears on a significantly higher volume of profiles than the other keywords, with more than 2.2 million profiles containing some mention of social media. Although “SEO” has not seen as much growth as the other keywords, it still has the second-highest volume with it appearing in 630,717 profiles.

Why is there a growing number of people self-identifying as having the marketing skills recruiters want, yet recruiters think there is a lack of talent?

While there may be a lot of specialists out there, perhaps recruiters are struggling to fill marketing roles due to a lack of generalists or even a lack of specialists with surface-level knowledge of other areas of digital marketing (also known as a T-shaped marketer).

Popular job listings show a need for marketers to diversify their skill set

The data we gathered from LinkedIn confirm this, as the 20 most common digital marketing-related job titles being advertised call for a broad mix of skills.

20 most common marketing job titles

It’s no wonder that marketing manager roles are hard to fill, considering the job ads are looking for proficiency in a wide range of marketing disciplines including social media marketing, SEO, PPC, content marketing, Google Analytics, and digital marketing. Even job descriptions for specialist roles tend to call for skills in other disciplines. A particular role such as SEO Specialist may call for several skills other than SEO, such as PPC, content marketing, and Google Analytics.

Taking a more granular look at job titles, the chart below shows the five most common titles for each search query. One might expect mostly specialist roles to appear here, but there is a high occurrence of generalist positions, such as Digital Marketing Manager and Marketing Manager.

5 most common job titles by search query

Only one job title containing “SEO” cracked the top five. This indicates that SEO knowledge is a desirable skill within other roles, such as general digital marketing and development.

Recruiter was the third most common job title among job listings containing social media keywords, which suggests a need for social media skills in non-marketing roles.

Similar to what we saw with SEO job titles, only one job title specific to PPC (Paid Search Specialist) made it into the top job titles. PPC skills are becoming necessary for more general marketing roles, such as Marketing Manager and Digital Marketing Specialist.

Across all search queries, the most common jobs advertised call for a broad mix of skills. This tells us hiring managers are on the hunt for well-rounded candidates with a diverse range of marketing skills, as opposed to candidates with expertise in one area.

Marketers who cultivate diverse skill sets are better poised to gain an advantage over other job seekers, excel in their job role, and accelerate career growth. Jason Miller says it best in his piece about the new breed hybrid marketer:

future of marketing quote linkedin

Inbound job demand and growth: Most-wanted skills and fastest-growing jobs

Using data from Indeed, we identified which inbound skills have the highest demand and which jobs are seeing the most growth. Social media keywords claim the largest volume of results out of the terms we searched for during June 2015.

number of marketing job listings by keyword

“Social media marketing” or “social media management” appeared the most frequently in the job postings we analyzed, with 46.7% containing these keywords. “PPC” returned the smallest number of results, with only 3.8% of listings containing this term.

Perhaps this is due to social media becoming a more necessary skill across many industries and not only a necessity for marketers (for example, social media’s role in customer service and recruitment). On the other hand, job roles calling for PPC or SEO skills are most likely marketing-focused. The prevalence of social media jobs also may indicate that social media has gained wide acceptance as a necessary part of a marketing strategy. Additionally, social media skills are less valuable compared to other marketing skills, making it cheaper to hire for these positions (we will explore this further in the average salaries section below).

Our search results also included a high volume of jobs containing “digital marketing” and “SEO” keywords, which made up 19.5% and 15.5% respectively. At 5.8%, “content marketing” had the lowest search volume after “PPC.”

Digital marketing, social media, and content marketing experienced the most job growth

While the number of job listings tells us which skills are most in demand today, looking at which jobs are seeing the most growth can give insight into shifting demands.

digital marketing growth on  indeed.com

Digital marketing job listings have seen substantial growth since 2009, when it accounted for less than 0.1% of Indeed.com search results. In January 2015, this number had climbed to nearly 0.3%.

social media job growth on indeed.com

While social media marketing jobs have seen some uneven growth, as of January 2015 more than 0.1% of all job listings on Indeed.com contained the term “social media marketing” or “social media management.” This shows a significant upward trend considering this number was around 0.05% for most of 2014. It’s also worth noting that “social media” is currently ranked No. 10 on Indeed’s list of top job trends.

content marketing job growth on indeed.com

Despite its growth from 0.02% to nearly 0.09% of search volume in the last four years, “content marketing” does not make up a large volume of job postings compared to “digital marketing” or “social media.” In fact, “SEO” has seen a decrease in growth but still constitutes a higher percentage of job listings than content marketing.

SEO, PPC, and Google Analytics job growth has slowed down

On the other hand, search volume on Indeed has either decreased or plateaued for “SEO,” “PPC,” and “Google Analytics.”

seo job growth on indeed.com

As we see in the graph, the volume of “SEO job” listings peaked between 2011 and 2012. This is also around the time content marketing began gaining popularity, thanks to the Panda and Penguin updates. The decrease may be explained by companies moving their marketing budgets away from SEO and toward content or social media positions. However, “SEO” still has a significant amount of job listings, with it appearing in more than 0.2% of job listings on Indeed as of 2015.

ppc job growth on indeed.com

“PPC” has seen the most staggered growth among all the search terms we analyzed, with its peak of nearly 0.1% happening between 2012 and 2013. As of January of this year, search volume was below 0.05% for “PPC.”

google analytics job growth on indeed.com

Despite a lack of growth, the need for this skill remains steady. Between 2008 and 2009, “Google Analytics” job ads saw a huge spike on Indeed. Since then, the search volume has tapered off and plateaued through January 2015.

Most valuable skills are SEO, digital marketing, and Google Analytics

So we know the number of social media, digital marketing, and content marketing jobs are on the rise. But which skills are worth the most? We looked at the average salaries based on keywords and estimates from Indeed and salaries listed in job ads.

national average marketing salaries

Job titles containing “SEO” had an average salary of $102,000. Meanwhile, job titles containing “social media marketing” had an average salary of $51,000. Considering such a large percentage of the job listings we analyzed contained “social media” keywords, there is a much larger pool of jobs; therefore, a lot of entry level social media jobs or internships are probably bringing down the average salary.

Job titles containing “Google Analytics” had the second-highest average salary at $82,000, but this should be taken with a grain of salt considering “Google Analytics” will rarely appear as part of a job title. The chart below, which shows average salaries for jobs containing keywords anywhere in the listing as opposed to only in the title, gives a more accurate idea of how much “Google Analytics” job roles earn on average.national salary averages marketing keywords

Looking at the average salaries based on keywords that appeared anywhere within the job listing (job title, job description, etc.) shows a slightly different picture. Based on this, jobs containing “digital marketing” or “inbound marketing” had the highest average salary of $84,000. “SEO” and “Google Analytics” are tied for second with $76,000 as the average salary.

“Social media marketing” takes the bottom spot with an average salary of $57,000. However, notice that there is a higher average salary for jobs that contain “social media” within the job listing as opposed to jobs that contain “social media” within the title. This suggests that social media skills may be more valuable when combined with other responsibilities and skills, whereas a strictly social media job, such as Social Media Manager or Social Media Specialist, does not earn as much.

Massachusetts, New York, and California have the most career opportunities for inbound marketers

Looking for a new job? Maybe it’s time to pack your bags for Boston.

Massachusetts led the U.S. with the most jobs per capita for digital marketing, content marketing, SEO, and Google Analytics. New York took the top spot for social media jobs per capita, while Utah had the highest concentration of PPC jobs. California ranked in the top three for digital marketing, content marketing, social media, and Google Analytics. Illinois appeared in the top 10 for every term and usually ranked within the top five. Most of the states with the highest job concentrations are in the Northeast, West, and East Coast, with a few exceptions such as Illinois and Minnesota.

But you don’t necessarily have to move to a new state to increase the odds of landing an inbound marketing job. Some unexpected states also made the cut, with Connecticut and Vermont ranking within the top 10 for several keywords.

concentration of digital marketing jobs

marketing jobs per capita

Job listings containing “digital marketing” or “inbound marketing” were most prevalent in Massachusetts, New York, Illinois, and California, which is most likely due to these states being home to major cities where marketing agencies and large brands are headquartered or have a presence. You will notice these four states make an appearance in the top 10 for every other search query and usually rank close to the top of the list.

More surprising to find in the top 10 were smaller states such as Connecticut and Vermont. Many major organizations are headquartered in Connecticut, which may be driving the state’s need for digital marketing talent. Vermont’s high-tech industry growth may explain its high concentration of digital marketing jobs.

content marketing job concentration

per capita content marketing jobs

Although content marketing jobs are growing, there are still a low volume overall of available jobs, as shown by the low jobs per capita compared to most of the other search queries. With more than three jobs per capita, Massachusetts and New York topped the list for the highest concentration of job listings containing “content marketing” or “content strategy.” California and Illinois rank in third and fourth with 2.8 and 2.1 jobs per capita respectively.

seo job concentration

seo jobs per capita

Again, Massachusetts and New York took the top spots, each with more than eight SEO jobs per capita. Utah took third place for the highest concentration of SEO jobs. Surprised to see Utah rank in the top 10? Its inclusion on this list and others may be due to its booming tech startup scene, which has earned the metropolitan areas of Salt Lake City, Provo, and Park City the nickname Silicon Slopes.

social media job concentration

social media jobs per capita

Compared to the other keywords, “social media” sees a much higher concentration of jobs. New York dominates the rankings with nearly 24 social media jobs per capita. The other top contenders of California, Massachusetts, and Illinois all have more than 15 social media jobs per capita.

The numbers at the bottom of this list can give you an idea of how prevalent social media jobs were compared to any other keyword we analyzed. Minnesota’s 12.1 jobs per capita, the lowest ranking state in the top 10 for social media, trumps even the highest ranking state for any other keyword (11.5 digital marketing jobs per capita in Massachusetts).

ppc job concentration

ppc jobs per capita

Due to its low overall number of available jobs, “PPC” sees the lowest jobs per capita out of all the search queries. Utah has the highest concentration of jobs with just two PPC jobs per 100,000 residents. It is also the only state in the top 10 to crack two jobs per capita.

google analytics job concentration

google analytics jobs per capita

Regionally, the Northeast and West dominate the rankings, with the exception of Illinois. Massachusetts and New York are tied for the most Google Analytics job postings, each with nearly five jobs per capita. At more than three jobs per 100,000 residents, California, Illinois, and Colorado round out the top five.

Overall, our findings indicate that none of the marketing disciplines we analyzed are dying career choices, but there is a need to become more than a one-trick pony—or else you’ll risk getting passed up for job opportunities. As the marketing industry evolves, there is a greater need for marketers who “wear many hats” and have competencies across different marketing disciplines. Marketers who develop diverse skill sets can gain a competitive advantage in the job market and achieve greater career growth.

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!

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8 Ways Content Marketers Can Hack Facebook Multi-Product Ads

Posted by Alan_Coleman

The trick most content marketers are missing

Creating great content is the first half of success in content marketing. Getting quality content read by, and amplified to, a relevant audience is the oft overlooked second half of success. Facebook can be a content marketer’s best friend for this challenge. For reach, relevance and amplification potential, Facebook is unrivaled.

  1. Reach: 1 in 6 mobile minutes on planet earth is somebody reading something on Facebook.
  2. Relevance: Facebook is a lean mean interest and demo targeting machine. There is no online or offline media that owns as much juicy interest and demographic information on its audience and certainly no media has allowed advertisers to utilise this information as effectively as Facebook has.
  3. Amplification: Facebook is literally built to encourage sharing. Here’s the first 10 words from their mission statement: “Facebook’s mission is to give people the power to share…”, Enough said!

Because of these three digital marketing truths, if a content marketer gets their paid promotion* right on Facebook, the battle for eyeballs and amplification is already won.

For this reason it’s crucial that content marketers keep a close eye on Facebook advertising innovations and seek out ways to use them in new and creative ways.

In this post I will share with you eight ways we’ve hacked a new Facebook ad format to deliver content marketing success.

Multi-Product Ads (MPAs)

In 2014, Facebook unveiled multi-product ads (MPAs) for US advertisers, we got them in Europe earlier this year. They allow retailers to show multiple products in a carousel-type ad unit.

They look like this:

If the user clicks on the featured product, they are guided directly to the landing page for that specific product, from where they can make a purchase.

You could say MPAs are Facebook’s answer to Google Shopping.

Facebook’s mistake is a content marketer’s gain

I believe Facebook has misunderstood how people want to use their social network and the transaction-focused format is OK at best for selling products. People aren’t really on Facebook to hit the “buy now” button. I’m a daily Facebook user and I can’t recall a time this year where I have gone directly from Facebook to an e-commerce website and transacted. Can you remember a recent time when you did?

So, this isn’t an innovation that removes a layer of friction from something that we are all doing online already (as the most effective innovations do). Instead, it’s a bit of a “hit and hope” that, by providing this functionality, Facebook would encourage people to try to buy online in a way they never have before.

The Wolfgang crew felt the MPA format would be much more useful to marketers and users if they were leveraging Facebook for the behaviour we all demonstrate on the platform every day, guiding users to relevant content. We attempted to see if Facebook Ads Manager would accept MPAs promoting content rather than products. We plugged in the images, copy and landing pages, hit “place order”, and lo and behold the ads became active. We’re happy to say that the engagement rates, and more importantly the amplification rates, are fantastic!

Multi-Content Ads

We’ve re-invented the MPA format for multi-advertisers in multi-ways, eight ways to be exact! Here’s eight MPA Hacks that have worked well for us. All eight hacks use the MPA format to promote content rather than promote products.

Hack #1: Multi-Package Ads

Our first variation wasn’t a million miles away from multi-product ads; we were promoting the various packages offered by a travel operator.

By looking at the number of likes, comments, and shares (in blue below the ads) you can see the ads were a hit with Facebook users and they earned lots of free engagement and amplification.

NB: If you have selected “clicks to website” as your advertising objective, all those likes, comments and shares are free!

Independent Travel Multi Product Ad

The ad sparked plenty of conversation amongst Facebook friends in the comments section.

Comments on a Facebook MPA

Hack #2: Multi-Offer Ads

Everybody knows the Internet loves a bargain. So we decided to try another variation moving away from specific packages, focusing instead on deals for a different travel operator.

Here’s how the ads looked:

These ads got valuable amplification beyond the share. In the comments section, you can see people tagging specific friends. This led to the MPAs receiving further amplification, and a very targeted and personalised form of amplification to boot.

Abbey Travel Facebook Ad Comments

Word of mouth referrals have been a trader’s best friend since the stone age. These “personalised” word of mouth referrals en masse are a powerful marketing proposition. It’s worth mentioning again that those engagements are free!

Hack #3: Multi-Locations Ads

Putting the Lo in SOLOMO.

This multi-product feed ad was hacked to promote numerous locations of a waterpark. “Where to go?” is among the first questions somebody asks when researching a holiday. In creating this top of funnel content, we can communicate with our target audience at the very beginning of their research process. A simple truth of digital marketing is: the more interactions you have with your target market on their journey to purchase, the more likely they are to seal the deal with you when it comes time to hit the “buy now” button. Starting your relationship early gives you an advantage over those competitors who are hanging around the bottom of the purchase funnel hoping to make a quick and easy conversion.

Abbey Travel SplashWorld Facebook MPA

What was surprising here, was that because we expected to reach people at the very beginning of their research journey, we expected the booking enquiries to be some time away. What actually happened was these ads sparked an enquiry frenzy as Facebook users could see other people enquiring and the holidays selling out in real time.

Abbey Travel comments and replies

In fact nearly all of the 35 comments on this ad were booking enquiries. This means what we were measuring as an “engagement” was actually a cold hard “conversion”! You don’t need me to tell you a booking enquiry is far closer to the money than a Facebook like.

The three examples outlined so far are for travel companies. Travel is a great fit for Facebook as it sits naturally in the Facebook feed, my Facebook feed is full of envy-inducing friends’ holiday pictures right now. Another interesting reason why travel is a great fit for Facebook ads is because typically there are multiple parties to a travel purchase. What happened here is the comments section actually became a very visible and measurable forum for discussion between friends and family before becoming a stampede inducing medium of enquiry.

So, stepping outside of the travel industry, how do other industries fare with hacked MPAs?

Hack #3a: Multi-Location Ads (combined with location targeting)

Location, location, location. For a property listings website, we applied location targeting and repeated our Multi-Location Ad format to advertise properties for sale to people in and around that location.

Hack #4: Multi-Big Content Ad

“The future of big content is multi platform”

– Cyrus Shepard

The same property website had produced a report and an accompanying infographic to provide their audience with unique and up-to-the-minute market information via their blog. We used the MPA format to promote the report, the infographic and the search rentals page of the website. This brought their big content piece to a larger audience via a new platform.

Rental Report Multi Product Ad

Hack #5: Multi-Episode Ad

This MPA hack was for an online TV player. As you can see we advertised the most recent episodes of a TV show set in a fictional Dublin police station, Red Rock.

Engagement was high, opinion was divided.

TV3s Red Rock viewer feedback

LOL.

Hack #6: Multi-People Ads

In the cosmetic surgery world, past patients’ stories are valuable marketing material. Particularly when the past patients are celebrities. We recycled some previously published stories from celebrity patients using multi-people ads and targeted them to a very specific audience.

Avoca Clinic Multi People Ads

Hack #7: Multi-UGC Ads

Have you witnessed the power of user generated content (UGC) in your marketing yet? We’ve found interaction rates with authentic UGC images can be up to 10 fold of those of the usual stylised images. In order to encourage further UGC, we posted a number of customer’s images in our Multi-UGC Ads.

The CTR on the above ads was 6% (2% is the average CTR for Facebook News feed ads according to our study). Strong CTRs earn you more traffic for your budget. Facebook’s relevancy score lowers your CPC as your CTR increases.

When it comes to the conversion, UGC is a power player, we’ve learned that “customers attracting new customers” is a powerful acquisition tool.

Hack #8: Target past customers for amplification

“Who will support and amplify this content and why?”

– Rand Fishkin

Your happy customers Rand, that’s the who and the why! Check out these Multi-Package Ads targeted to past customers via custom audiences. The Camino walkers have already told all their friends about their great trip, now allow them to share their great experiences on Facebook and connect the tour operator with their Facebook friends via a valuable word of mouth referral. Just look at the ratio of share:likes and shares:comments. Astonishingly sharable ads!

Camino Ways Mulit Product Ads

Targeting past converters in an intelligent manner is a super smart way to find an audience ready to share your content.

How will hacking Multi-Product Ads work for you?

People don’t share ads, but they do share great content. So why not hack MPAs to promote your content and reap the rewards of the world’s greatest content sharing machine: Facebook.

MPAs allow you to tell a richer story by allowing you to promote multiple pieces of content simultaneously. So consider which pieces of content you have that will work well as “content bundles” and who the relevant audience for each “content bundle” is.

As Hack #8 above illustrates, the big wins come when you match a smart use of the format with the clever and relevant targeting Facebook allows. We’re massive fans of custom audiences so if you aren’t sure where to start, I’d suggest starting there.

So ponder your upcoming content pieces, consider your older content you’d like to breathe some new life into and perhaps you could become a Facebook Ads Hacker.

I’d love to hear about your ideas for turning Multi-Product Ads into Multi-Content Ads in the comments section below.

We could even take the conversation offline at Mozcon!

Happy hacking.


*Yes I did say paid promotion, it’s no secret that Facebook’s organic reach continues to dwindle. The cold commercial reality is you need to pay to play on FB. The good news is that if you select ‘website clicks’ as your objective you only pay for website traffic and engagement while amplification by likes, comments, and shares are free! Those website clicks you pay for are typically substantially cheaper than Adwords, Taboola, Outbrain, Twitter or LinkedIn. How does it compare to display? It doesn’t. Paying for clicks is always preferable to paying for impressions. If you are spending money on display advertising I’d urge you to fling a few spondoolas towards Facebook ads and compare results. You will be pleasantly surprised.

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Creating Demand for Products, Services, and Ideas that Have Little to No Existing Search Volume – Whiteboard Friday

Posted by randfish

A lot of fantastic websites (and products, services, ideas, etc.) are in something of a pickle: The keywords they would normally think to target get next to no search volume. It can make SEO seem like a lost cause. In today’s Whiteboard Friday, Rand explains why that’s not the case, and talks about the one extra step that’ll help those organizations create the demand they want.

For reference, here’s a still of this week’s whiteboard. Click on it to open a high resolution image in a new tab!

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about a particularly challenging problem in the world of SEO, and that is trying to do SEO or trying to do any type of web marketing when your product, service, or idea has no search volume around it. So nobody is already looking for what you offer. It’s a new thing, a new concept.

I’ll use the example here of a website that I’m very fond of, but which there’s virtually no search volume for, called Niice. It’s Niice.co.

It’s great. I searched for things in here. It brings me back all these wonderful visuals from places like Colossus and lots of design portals. I love this site. I use it all the time for inspiration, for visuals, for stuff that I might write about on blogs, for finding new artists. It’s just cool. I love it. I love the discovery aspect of it, and I think it can be really great for finding artists and designers and visuals.

But when I looked at the keyword research — and granted I didn’t go deep into the keyword research, but let’s imagine that I did — I looked for things like: “visual search engine” almost no volume; “search engine for designers” almost no volume; “graphical search engine” almost no volume; “find designer visuals” nada.

So when they look at their keyword research they go, “Man, we don’t even have keywords to target here really.” SEO almost feels like it’s not a channel of opportunity, and I think that’s where many, many companies and businesses make mistakes actually, because just because you don’t see keyword research around exactly around what you’re offering doesn’t mean that SEO can’t be a great channel. It just means we have to do an extra step of work, and that’s what I want to talk about today.

So I think when you encounter this type of challenge — and granted it might not be the challenge that there’s no keyword volume — it could be a challenge in your business, for your organization, for some ideas or products that you have or are launching that there’s just very little, and thus you’re struggling to come up with enough volume to create the quantity of leads, or free trials, or customers that you need. This process really can work.

Key questions to start.

1) Who’s the target audience?

In Niice’s case, that’s going to be a lot of designers. It might be people who are creating presentations. It might be those who are searching out designers or artists. It could be people seeking inspiration for all sorts of things. So they’re going to figure out who that is.

From there, they can look at the job title, interests, demographics of those people, and then you can do some cool stuff where you can figure out things like, “Oh, you know what? We could do some Facebook ad targeting to those right groups to help boost their interests in our product and potentially, well, create branded search volume down the road, attract direct visitors, build brand awareness for ourselves, and potentially get some traffic to the site directly as well. If we can convert some of that traffic, well, that’s fantastic.”

In their case, I think Niice is ad-supported right now, so all they really need is the traffic itself. But regardless, this is that same type of process you’d use.

2) What else do they search for?

What is that target audience searching for? Knowledge, products, tools, services, people, brands, whatever it is, if you know who the audience is, you can figure out what they’re searching for because they have needs. If they have a job title, if they have interests, if you have those profile features about the audience, you can figure out what else they’re going to be searching for, and in this case, knowing what designers are searching for, well, that’s probably relatively simplistic. The other parts of their audience might be more complex, but that one is pretty obvious.

From that, we can do content creation. We can do keyword targeting to be in front of those folks when they’re doing search by creating content that may not necessarily be exactly selling our tools, but that’s the idea of content marketing. We’re creating content to target people higher up in the funnel before they need our product.

We can use that, too, for product and feature inspiration in the product itself. So in this case, Niice might consider creating a design pattern library or several, pulling from different places, or hiring someone to come in and build one for them and then featuring that somewhere on the site if you haven’t done a search yet and then potentially trying to rank for that in the search engine, which then brings qualified visitors, the types of people who once they got exposed to Niice would be like, “Wow, this is great and it’s totally free. I love it.”

UX tool list, so list of tools for user experience, people on the design or UI side, maybe Photoshop tutorials, whatever it is that they feel like they’re competent and capable of creating and could potentially rank for, well, now you’re attracting the right audience to your site before they need your product.

3) Where do they go?

That audience, where are they going on the web? What do they do when they get there? To whom do they listen? Who are their influencers? How can we be visible in those locations? So from that I can get things like influencer targeting and outreach. I can get ad and sponsorship opportunities. I can figure out places to do partnership or guest content or business development.

In Niice’s case, that might be things like sponsor or speak at design events. Maybe they could create an awards project for Dribble. So they go to Dribble, they look at what’s been featured there, or they go to Colossus, or some of the other sites that they feature, and they find the best work of the week. At the end of the week, they feature the top 10 projects, and then they call out the designers who put them together.

Wow, that’s terrific. Now you’re getting in front of the audience whose work you’re featuring, which is going to, in turn, make them amplify Niice’s project and product to an audience who’s likely to be in their target audience. It’s sort of a win-win. That’s also going to help them build links, engagement, shares, and all sorts of signals that potentially will help them with their authority, both topically and domain-wide, which then means they can rank for all the content they create, building up this wonderful engine.

4) What types of content have achieved broad or viral distribution?

I think what we can glean from this is not just inspiration for content and keyword opportunities as we can from many other kinds of content, but also sites to target, in particular sites to target with advertising, sites to target for guest posting or sponsorship, or sites to target for business development or for partnerships, site to target in an ad network, sites to target psychographically or demographically for Facebook if we want to run ads like that, potentially bidding on ads in Google when people search for that website or for that brand name in paid search.

So if you’re Niice, you could think about contracting some featured artist to contribute visuals maybe for a topical news project. So something big is happening in the news or in the design community, you contract a few of the artists whose work you have featured or are featuring, or people from the communities whose work you’re featuring, and say, “Hey, we might not be able to pay you a lot, but we’re going to get in front of a ton of people. We’re going to build exposure for you, which is something we already do, FYI, and now you’ve got some wonderful content that has that potential to mimic that work.”

You could think about, and I love this just generally as a content marketing and SEO tactic, if you go find viral content, content that has had wide sharing success across the web from the past, say two, three, four, or five years ago, you have a great opportunity, especially if the initial creator of that content or project hasn’t continued on with it, to go say, “Hey, you know what? We can do a version of that. We’re going to modernize and update that for current audiences, current tastes, what’s currently going on in the market. We’re going to go build that, and we have a strong feeling that it’s going to be successful because it’s succeeded in the past.”

That, I think, is a great way to get content ideas from viral content and then to potentially overtake them in the search rankings too. If something from three or five years ago, that was particularly timely then still ranks today, if you produce it, you’re almost certainly going to come out on top due to Google’s bias for freshness, especially around things that have timely relevance.

5) Should brand advertisement be in our consideration set?

Then last one, I like to ask about brand advertising in these cases, because when there’s not search volume yet, a lot of times what you have to do is create awareness. I should change this from advertising to a brand awareness, because really there’s organic ways to do it and advertising ways to do it. You can think about, “Well, where are places that we can target where we could build that awareness? Should we invest in press and public relations?” Not press releases. “Then how do we own the market?” So I think one of the keys here is starting with that name or title or keyword phrase that encapsulates what the market will call your product, service or idea.

In the case of Niice, that could be, well, visual search engines. You can imagine the press saying, “Well, visual search engines like Niice have recently blah, blah, blah.” Or it could be designer search engines, or it could be graphical search engines, or it could be designer visual engines, whatever it is. You need to find what that thing is going to be and what’s going to resonate.

In the case of Nest, that was the smart home. In the case of Oculus, it was virtual reality and virtual reality gaming. In the case of Tesla, it was sort of already established. There’s electric cars, but they kind of own that market. If you know what those keywords are, you can own the market before it gets hot, and that’s really important because that means that all of the press and PR and awareness that happens around the organic rankings for that particular keyword phrase will all be owned and controlled by you.

When you search for “smart home,” Nest is going to dominate those top 10 results. When you search for “virtual reality gaming,” Oculus is going to dominate those top 10. It’s not necessarily dominate just on their own site, it’s dominate all the press and PR articles that are about that, all of the Wikipedia page about it, etc., etc. You become the brand that’s synonymous with the keyword or concept. From an SEO perspective, that’s a beautiful world to live in.

So, hopefully, for those of you who are struggling around demand for your keywords, for your volume, this process can be something that’s really helpful. I look forward to hearing from you in the comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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How to Rid Your Website of Six Common Google Analytics Headaches

Posted by amandaecking

I’ve been in and out of Google Analytics (GA) for the past five or so years agency-side. I’ve seen three different code libraries, dozens of new different features and reports roll out, IP addresses stop being reported, and keywords not-so-subtly phased out of the free platform.

Analytics has been a focus of mine for the past year or so—mainly, making sure clients get their data right. Right now, our new focus is closed loop tracking, but that’s a topic for another day. If you’re using Google Analytics, and only Google Analytics for the majority of your website stats, or it’s your primary vehicle for analysis, you need to make sure it’s accurate.

Not having data pulling in or reporting properly is like building a house on a shaky foundation: It doesn’t end well. Usually there are tears.

For some reason, a lot of people, including many of my clients, assume everything is tracking properly in Google Analytics… because Google. But it’s not Google who sets up your analytics. People do that. And people are prone to make mistakes.

I’m going to go through six scenarios where issues are commonly encountered with Google Analytics.

I’ll outline the remedy for each issue, and in the process, show you how to move forward with a diagnosis or resolution.

1. Self-referrals

This is probably one of the areas we’re all familiar with. If you’re seeing a lot of traffic from your own domain, there’s likely a problem somewhere—or you need to extend the default session length in Google Analytics. (For example, if you have a lot of long videos or music clips and don’t use event tracking; a website like TEDx or SoundCloud would be a good equivalent.)

Typically one of the first things I’ll do to help diagnose the problem is include an advanced filter to show the full referrer string. You do this by creating a filter, as shown below:

Filter Type: Custom filter > Advanced
Field A: Hostname
Extract A: (.*)
Field B: Request URI
Extract B: (.*)
Output To: Request URI
Constructor: $A1$B1

You’ll then start seeing the subdomains pulling in. Experience has shown me that if you have a separate subdomain hosted in another location (say, if you work with a separate company and they host and run your mobile site or your shopping cart), it gets treated by Google Analytics as a separate domain. Thus, you ‘ll need to implement cross domain tracking. This way, you can narrow down whether or not it’s one particular subdomain that’s creating the self-referrals.

In this example below, we can see all the revenue is being reported to the booking engine (which ended up being cross domain issues) and their own site is the fourth largest traffic source:

I’ll also a good idea to check the browser and device reports to start narrowing down whether the issue is specific to a particular element. If it’s not, keep digging. Look at pages pulling the self-referrals and go through the code with a fine-tooth comb, drilling down as much as you can.

2. Unusually low bounce rate

If you have a crazy-low bounce rate, it could be too good to be true. Unfortunately. An unusually low bounce rate could (and probably does) mean that at least on some pages of your website have the same Google Analytics tracking code installed twice.

Take a look at your source code, or use Google Tag Assistant (though it does have known bugs) to see if you’ve got GA tracking code installed twice.

While I tell clients having Google Analytics installed on the same page can lead to double the pageviews, I’ve not actually encountered that—I usually just say it to scare them into removing the duplicate implementation more quickly. Don’t tell on me.

3. Iframes anywhere

I’ve heard directly from Google engineers and Google Analytics evangelists that Google Analytics does not play well with iframes, and that it will never will play nice with this dinosaur technology.

If you track the iframe, you inflate your pageviews, plus you still aren’t tracking everything with 100% clarity.

If you don’t track across iframes, you lose the source/medium attribution and everything becomes a self-referral.

Damned if you do; damned if you don’t.

My advice: Stop using iframes. They’re Netscape-era technology anyway, with rainbow marquees and Comic Sans on top. Interestingly, and unfortunately, a number of booking engines (for hotels) and third-party carts (for ecommerce) still use iframes.

If you have any clients in those verticals, or if you’re in the vertical yourself, check with your provider to see if they use iframes. Or you can check for yourself, by right-clicking as close as you can to the actual booking element:

iframe-booking.png

There is no neat and tidy way to address iframes with Google Analytics, and usually iframes are not the only complicated element of setup you’ll encounter. I spent eight months dealing with a website on a subfolder, which used iframes and had a cross domain booking system, and the best visibility I was able to get was about 80% on a good day.

Typically, I’d approach diagnosing iframes (if, for some reason, I had absolutely no access to viewing a website or talking to the techs) similarly to diagnosing self-referrals, as self-referrals are one of the biggest symptoms of iframe use.

4. Massive traffic jumps

Massive jumps in traffic don’t typically just happen. (Unless, maybe, you’re Geraldine.) There’s always an explanation—a new campaign launched, you just turned on paid ads for the first time, you’re using content amplification platforms, you’re getting a ton of referrals from that recent press in The New York Times. And if you think it just happened, it’s probably a technical glitch.

I’ve seen everything from inflated pageviews result from including tracking on iframes and unnecessary implementation of virtual pageviews, to not realizing the tracking code was installed on other microsites for the same property. Oops.

Usually I’ve seen this happen when the tracking code was somewhere it shouldn’t be, so if you’re investigating a situation of this nature, first confirm the Google Analytics code is only in the places it needs to be.Tools like Google Tag Assistant and Screaming Frog can be your BFFs in helping you figure this out.

Also, I suggest bribing the IT department with sugar (or booze) to see if they’ve changed anything lately.

5. Cross-domain tracking

I wish cross-domain tracking with Google Analytics out of the box didn’t require any additional setup. But it does.

If you don’t have it set up properly, things break down quickly, and can be quite difficult to untangle.

The older the GA library you’re using, the harder it is. The easiest setup, by far, is Google Tag Manager with Universal Analytics. Hard-coded universal analytics is a bit more difficult because you have to implement autoLink manually and decorate forms, if you’re using them (and you probably are). Beyond that, rather than try and deal with it, I say update your Google Analytics code. Then we can talk.

Where I’ve seen the most murkiness with tracking is when parts of cross domain tracking are implemented, but not all. For some reason, if allowLinker isn’t included, or you forget to decorate all the forms, the cookies aren’t passed between domains.

The absolute first place I would start with this would be confirming the cookies are all passing properly at all the right points, forms, links, and smoke signals. I’ll usually use a combination of the Real Time report in Google Analytics, Google Tag Assistant, and GA debug to start testing this. Any debug tool you use will mean you’re playing in the console, so get friendly with it.

6. Internal use of UTM strings

I’ve saved the best for last. Internal use of campaign tagging. We may think, oh, I use Google to tag my campaigns externally, and we’ve got this new promotion on site which we’re using a banner ad for. That’s a campaign. Why don’t I tag it with a UTM string?

Step away from the keyboard now. Please.

When you tag internal links with UTM strings, you override the original source/medium. So that visitor who came in through your paid ad and then who clicks on the campaign banner has now been manually tagged. You lose the ability to track that they came through on the ad the moment they click on the tagged internal link. Their source and medium is now your internal campaign, not that paid ad you’re spending gobs of money on and have to justify to your manager. See the problem?

I’ve seen at least three pretty spectacular instances of this in the past year, and a number of smaller instances of it. Annie Cushing also talks about the evils of internal UTM tags and the odd prevalence of it. (Oh, and if you haven’t explored her blog, and the amazing spreadsheets she shares, please do.)

One clothing company I worked with tagged all of their homepage offers with UTM strings, which resulted in the loss of visibility for one-third of their audience: One million visits over the course of a year, and $2.1 million in lost revenue.

Let me say that again. One million visits, and $2.1 million. That couldn’t be attributed to an external source/campaign/spend.

Another client I audited included campaign tagging on nearly every navigational element on their website. It still gives me nightmares.

If you want to see if you have any internal UTM strings, head straight to the Campaigns report in Acquisition in Google Analytics, and look for anything like “home” or “navigation” or any language you may use internally to refer to your website structure.

And if you want to see how users are moving through your website, go to the Flow reports. Or if you really, really, really want to know how many people click on that sidebar link, use event tracking. But please, for the love of all things holy (and to keep us analytics lovers from throwing our computers across the room), stop using UTM tagging on your internal links.

Now breathe and smile

Odds are, your Google Analytics setup is fine. If you are seeing any of these issues, though, you have somewhere to start in diagnosing and addressing the data.

We’ve looked at six of the most common points of friction I’ve encountered with Google Analytics and how to start investigating them: self-referrals, bounce rate, iframes, traffic jumps, cross domain tracking and internal campaign tagging.

What common data integrity issues have you encountered with Google Analytics? What are your favorite tools to investigate?

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Why We Can’t Do Keyword Research Like It’s 2010 – Whiteboard Friday

Posted by randfish

Keyword Research is a very different field than it was just five years ago, and if we don’t keep up with the times we might end up doing more harm than good. From the research itself to the selection and targeting process, in today’s Whiteboard Friday Rand explains what has changed and what we all need to do to conduct effective keyword research today.

For reference, here’s a still of this week’s whiteboard. Click on it to open a high resolution image in a new tab!

What do we need to change to keep up with the changing world of keyword research?

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat a little bit about keyword research, why it’s changed from the last five, six years and what we need to do differently now that things have changed. So I want to talk about changing up not just the research but also the selection and targeting process.

There are three big areas that I’ll cover here. There’s lots more in-depth stuff, but I think we should start with these three.

1) The Adwords keyword tool hides data!

This is where almost all of us in the SEO world start and oftentimes end with our keyword research. We go to AdWords Keyword Tool, what used to be the external keyword tool and now is inside AdWords Ad Planner. We go inside that tool, and we look at the volume that’s reported and we sort of record that as, well, it’s not good, but it’s the best we’re going to do.

However, I think there are a few things to consider here. First off, that tool is hiding data. What I mean by that is not that they’re not telling the truth, but they’re not telling the whole truth. They’re not telling nothing but the truth, because those rounded off numbers that you always see, you know that those are inaccurate. Anytime you’ve bought keywords, you’ve seen that the impression count never matches the count that you see in the AdWords tool. It’s not usually massively off, but it’s often off by a good degree, and the only thing it’s great for is telling relative volume from one from another.

But because AdWords hides data essentially by saying like, “Hey, you’re going to type in . . .” Let’s say I’m going to type in “college tuition,” and Google knows that a lot of people search for how to reduce college tuition, but that doesn’t come up in the suggestions because it’s not a commercial term, or they don’t think that an advertiser who bids on that is going to do particularly well and so they don’t show it in there. I’m giving an example. They might indeed show that one.

But because that data is hidden, we need to go deeper. We need to go beyond and look at things like Google Suggest and related searches, which are down at the bottom. We need to start conducting customer interviews and staff interviews, which hopefully has always been part of your brainstorming process but really needs to be now. Then you can apply that to AdWords. You can apply that to suggest and related.

The beautiful thing is once you get these tools from places like visiting forums or communities, discussion boards and seeing what terms and phrases people are using, you can collect all this stuff up, plug it back into AdWords, and now they will tell you how much volume they’ve got. So you take that how to lower college tuition term, you plug it into AdWords, they will show you a number, a non-zero number. They were just hiding it in the suggestions because they thought, “Hey, you probably don’t want to bid on that. That won’t bring you a good ROI.” So you’ve got to be careful with that, especially when it comes to SEO kinds of keyword research.

2) Building separate pages for each term or phrase doesn’t make sense

It used to be the case that we built separate pages for every single term and phrase that was in there, because we wanted to have the maximum keyword targeting that we could. So it didn’t matter to us that college scholarship and university scholarships were essentially people looking for exactly the same thing, just using different terminology. We would make one page for one and one page for the other. That’s not the case anymore.

Today, we need to group by the same searcher intent. If two searchers are searching for two different terms or phrases but both of them have exactly the same intent, they want the same information, they’re looking for the same answers, their query is going to be resolved by the same content, we want one page to serve those, and that’s changed up a little bit of how we’ve done keyword research and how we do selection and targeting as well.

3) Build your keyword consideration and prioritization spreadsheet with the right metrics

Everybody’s got an Excel version of this, because I think there’s just no awesome tool out there that everyone loves yet that kind of solves this problem for us, and Excel is very, very flexible. So we go into Excel, we put in our keyword, the volume, and then a lot of times we almost stop there. We did keyword volume and then like value to the business and then we prioritize.

What are all these new columns you’re showing me, Rand? Well, here I think is how sophisticated, modern SEOs that I’m seeing in the more advanced agencies, the more advanced in-house practitioners, this is what I’m seeing them add to the keyword process.

Difficulty

A lot of folks have done this, but difficulty helps us say, “Hey, this has a lot of volume, but it’s going to be tremendously hard to rank.”

The difficulty score that Moz uses and attempts to calculate is a weighted average of the top 10 domain authorities. It also uses page authority, so it’s kind of a weighted stack out of the two. If you’re seeing very, very challenging pages, very challenging domains to get in there, it’s going to be super hard to rank against them. The difficulty is high. For all of these ones it’s going to be high because college and university terms are just incredibly lucrative.

That difficulty can help bias you against chasing after terms and phrases for which you are very unlikely to rank for at least early on. If you feel like, “Hey, I already have a powerful domain. I can rank for everything I want. I am the thousand pound gorilla in my space,” great. Go after the difficulty of your choice, but this helps prioritize.

Opportunity

This is actually very rarely used, but I think sophisticated marketers are using it extremely intelligently. Essentially what they’re saying is, “Hey, if you look at a set of search results, sometimes there are two or three ads at the top instead of just the ones on the sidebar, and that’s biasing some of the click-through rate curve.” Sometimes there’s an instant answer or a Knowledge Graph or a news box or images or video, or all these kinds of things that search results can be marked up with, that are not just the classic 10 web results. Unfortunately, if you’re building a spreadsheet like this and treating every single search result like it’s just 10 blue links, well you’re going to lose out. You’re missing the potential opportunity and the opportunity cost that comes with ads at the top or all of these kinds of features that will bias the click-through rate curve.

So what I’ve seen some really smart marketers do is essentially build some kind of a framework to say, “Hey, you know what? When we see that there’s a top ad and an instant answer, we’re saying the opportunity if I was ranking number 1 is not 10 out of 10. I don’t expect to get whatever the average traffic for the number 1 position is. I expect to get something considerably less than that. Maybe something around 60% of that, because of this instant answer and these top ads.” So I’m going to mark this opportunity as a 6 out of 10.

There are 2 top ads here, so I’m giving this a 7 out of 10. This has two top ads and then it has a news block below the first position. So again, I’m going to reduce that click-through rate. I think that’s going down to a 6 out of 10.

You can get more and less scientific and specific with this. Click-through rate curves are imperfect by nature because we truly can’t measure exactly how those things change. However, I think smart marketers can make some good assumptions from general click-through rate data, which there are several resources out there on that to build a model like this and then include it in their keyword research.

This does mean that you have to run a query for every keyword you’re thinking about, but you should be doing that anyway. You want to get a good look at who’s ranking in those search results and what kind of content they’re building . If you’re running a keyword difficulty tool, you are already getting something like that.

Business value

This is a classic one. Business value is essentially saying, “What’s it worth to us if visitors come through with this search term?” You can get that from bidding through AdWords. That’s the most sort of scientific, mathematically sound way to get it. Then, of course, you can also get it through your own intuition. It’s better to start with your intuition than nothing if you don’t already have AdWords data or you haven’t started bidding, and then you can refine your sort of estimate over time as you see search visitors visit the pages that are ranking, as you potentially buy those ads, and those kinds of things.

You can get more sophisticated around this. I think a 10 point scale is just fine. You could also use a one, two, or three there, that’s also fine.

Requirements or Options

Then I don’t exactly know what to call this column. I can’t remember the person who’ve showed me theirs that had it in there. I think they called it Optional Data or Additional SERPs Data, but I’m going to call it Requirements or Options. Requirements because this is essentially saying, “Hey, if I want to rank in these search results, am I seeing that the top two or three are all video? Oh, they’re all video. They’re all coming from YouTube. If I want to be in there, I’ve got to be video.”

Or something like, “Hey, I’m seeing that most of the top results have been produced or updated in the last six months. Google appears to be biasing to very fresh information here.” So, for example, if I were searching for “university scholarships Cambridge 2015,” well, guess what? Google probably wants to bias to show results that have been either from the official page on Cambridge’s website or articles from this year about getting into that university and the scholarships that are available or offered. I saw those in two of these search results, both the college and university scholarships had a significant number of the SERPs where a fresh bump appeared to be required. You can see that a lot because the date will be shown ahead of the description, and the date will be very fresh, sometime in the last six months or a year.

Prioritization

Then finally I can build my prioritization. So based on all the data I had here, I essentially said, “Hey, you know what? These are not 1 and 2. This is actually 1A and 1B, because these are the same concepts. I’m going to build a single page to target both of those keyword phrases.” I think that makes good sense. Someone who is looking for college scholarships, university scholarships, same intent.

I am giving it a slight prioritization, 1A versus 1B, and the reason I do this is because I always have one keyword phrase that I’m leaning on a little more heavily. Because Google isn’t perfect around this, the search results will be a little different. I want to bias to one versus the other. In this case, my title tag, since I more targeting university over college, I might say something like college and university scholarships so that university and scholarships are nicely together, near the front of the title, that kind of thing. Then 1B, 2, 3.

This is kind of the way that modern SEOs are building a more sophisticated process with better data, more inclusive data that helps them select the right kinds of keywords and prioritize to the right ones. I’m sure you guys have built some awesome stuff. The Moz community is filled with very advanced marketers, probably plenty of you who’ve done even more than this.

I look forward to hearing from you in the comments. I would love to chat more about this topic, and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Should I Rebrand and Redirect My Site? Should I Consolidate Multiple Sites/Brands? – Whiteboard Friday

Posted by randfish

Making changes to your brand is a huge step, and while it’s sometimes the best path forward, it isn’t one to be taken lightly. In today’s Whiteboard Friday, Rand offers some guidance to marketers who are wondering whether a rebrand/redirect is right for them, and also those who are considering consolidating multiple sites under a single brand.

For reference, here’s a still of this week’s whiteboard. Click on it to open a high resolution image in a new tab!

To rebrand, or not to rebrand, that is the question

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. Today we’re going to chat a little bit about whether you should rebrand and consider redirecting your existing website or websites and whether you should potentially consolidate multiple websites and brands that you may be running.

So we’ve talked before about redirection moves best practices. We’ve also talked about the splitting of link equity and domain authority and those kinds of things. But one of the questions that people have is, “Gosh, you know I have a website today and given the moves that Google has been making, that the social media world has been making, that content marketing has been making, I’m wondering whether I should potentially rebrand my site.” Lots of people bought domains back in the day that were exact match domains or partial match domains or that they thought reflected a move of the web toward or away from less brand-centric stuff and toward more keyword matching, topic matching, intent matching kinds of things.

Maybe you’re reconsidering those moves and you want to know, “Hey, should I be thinking about making a change now?” That’s what I’m here to answer. So this question to rebrand or not to re, it is tough because you know that when you do that rebrand, you will almost certainly take a traffic hit, and SEO is one of the biggest places where people typically take that traffic hit.

Moz previously was at SEOmoz.org and moved to moz.com. We saw a dip in our traffic over about 3 to 4 months before it fully recovered, and I would say that dip was between 15% and 25% of our search traffic, depending on week to week. I’ll link to a list of metrics that I put on my personal blog, Moz.com/rand, so that you can check those out if you’d like to see them. But it was a short recovery time for us.

One of the questions that people always have is, “Well wait, did you lose rankings for SEO since SEO used to be in your domain name?” The answer is no. In fact, six months after the move, we were ranking higher for SEO related terms and phrases.

Scenario A: Rebranding or redirecting scifitoysandgames.com

So let’s imagine that today you are running SciFiToysAndGames.com, which is right on the borderline. In my opinion, that’s right on the borderline of barely tolerable. Like it could be brandable, but it’s not great. I don’t love the “sci-fi” in here, partially because of how the Syfy channel, the entity that broadcasts stuff on television has chosen to delineate their spelling, sci-fi can be misinterpreted as to how it’s spelled. I don’t love having to have “and” in a domain name. This is long. All sorts of stuff.

Let’s say you also own StarToys.com, but you haven’t used it. Previously StarToys.com has been redirecting to SciFiToysAndGames.com, and you’re thinking, “Well, man, is it the right time to make this move? Should I make this change now? Should I wait for the future?”

How memorable or amplifiable is your current brand?

Well, these are the questions that I would urge you to consider. How memorable and amplifiable is your current brand? That’s something that if you are recognizing like, “Hey I think our brand name, in fact, is holding us back in search results and social media amplification, press, in blog mentions, in journalist links and these kinds of things,” well, that’s something serious to think about. Word of mouth too.

Will you maintain your current brand name long term?

So if you know that sometime in the next two, three, four, or five years you do want to move to StarToys, I would actually strongly urge you to do that right now, because the longer you wait, the longer it will take to build up the signals around the new domain and the more pain you’ll potentially incur by having to keep branding this and working on this old brand name. So I would strongly urge you, if you know you’re going to make the move eventually, make it today. Take the pain now, rather than more pain later.

Can or have you tested brand preference with your target audience?

I would urge you to find two different groups, one who are loyal customers today, people who know SciFiToysAndGames.com and have used it, and two, people who are potential customers, but aren’t yet familiar with it.

You don’t need to do big sample-sizes. If you can get 5, 10, or 15 people either in a room or talk to them in person, you can try some web surveys, you can try using some social media ads like things on Facebook. I’ve seen some companies do some testing around this. Even buying potential PPC ads and seeing how click-through rates perform and sentiment and those kinds of things, that is a great way to help validate your ideas, especially if you’re forced to bring data to a table by executives or other stakeholders.

How much traffic would you need in one year to justify a URL move?

The last thing I think about is imagine, and I want you to either imagine or even model this out, mathematically model it out. If your traffic growth rate — so let’s say you’re growing at 10% year-over-year right now — if that improved 1%, 5%, or 10% annually with a new brand name, would you make the move? So knowing that you might take a short-term hit, but then that your growth rate would be incrementally higher in years to come, how big would that growth rate need to be?

I would say that, in general, if I were thinking about these two domains, granted this is a hard case because you don’t know exactly how much more brandable or word-of-mouth-able or amplifiable your new one might be compared to your existing one. Well, gosh, my general thing here is if you think that’s going to be a substantive percentage, say 5% plus, almost always it’s worth it, because compound growth rate over a number of years will mean that you’re winning big time. Remember that that growth rate is different that raw growth. If you can incrementally increase your growth rate, you get tremendously more traffic when you look back two, three, four, or five years later.

Where does your current and future URL live on the domain/brand name spectrum?

I also made this domain name, brand name spectrum, because I wanted to try and visualize crappiness of domain name, brand name to really good domain name, brand name. I wanted to give some examples and then extract out some elements so that maybe you can start to build on these things thematically as you’re considering your own domains.

So from awful, we go to tolerable, good, and great. So Science-Fi-Toys.net is obviously terrible. I’ve taken a contraction of the name and the actual one. It’s got a .net. It’s using hyphens. It’s infinitely unmemorable up to what I think is tolerable — SciFiToysAndGames.com. It’s long. There are some questions about how type-in-able it is, how easy it is to type in. SciFiToys.com, which that’s pretty good. SciFiToys, relatively short, concise. It still has the “sci-fi” in there, but it’s a .com. We’re getting better. All the way up to, I really love the name, StarToys. I think it’s very brandable, very memorable. It’s concise. It’s easy to remember and type in. It has positive associations probably with most science fiction toy buyers who are familiar with at least “Star Wars” or “Star Trek.” It’s cool. It has some astronomy connotations too. Just a lot of good stuff going on with that domain name.

Then, another one, Region-Data-API.com. That sucks. NeighborhoodInfo.com. Okay, at least I know what it is. Neighborhood is a really hard name to type because it is very hard for many people to spell and remember. It’s long. I don’t totally love it. I don’t love the “info” connotation, which is generic-y.

DistrictData.com has a nice, alliterative ring to it. But maybe we could do even better and actually there is a company, WalkScore.com, which I think is wonderfully brandable and memorable and really describes what it is without being too in your face about the generic brand of we have regional data about places.

What if you’re doing mobile apps? BestAndroidApps.com. You might say, “Why is that in awful?” The answer is two things. One, it’s the length of the domain name and then the fact that you’re actually using someone else’s trademark in your name, which can be really risky. Especially if you start blowing up, getting big, Google might go and say, “Oh, do you have Android in your domain name? We’ll take that please. Thank you very much.”

BestApps.io, in the tech world, it’s very popular to use domains like .io or .ly. Unfortunately, I think once you venture outside of the high tech world, it’s really tough to get people to remember that that is a domain name. If you put up a billboard that says “BestApps.com,” a majority of people will go, “Oh, that’s a website.” But if you use .io, .ly, or one of the new domain names, .ninja, a lot of people won’t even know to connect that up with, “Oh, they mean an Internet website that I can type into my browser or look for.”

So we have to remember that we sometimes live in a bubble. Outside of that bubble are a lot of people who, if it’s not .com, questionable as to whether they’re even going to know what it is. Remember outside of the U.S., country code domain names work equally well — .co.uk, .ca, .co.za, wherever you are.

InstallThis.com. Now we’re getting better. Memorable, clear. Then all the way up to, I really like the name AppCritic.com. I have positive associations with like, “Oh year, restaurant critics, food critics, and movie critics, and this is an app critic. Great, that’s very cool.”

What are the things that are in here? Well, stuff at this end of the spectrum tends to be generic, forgettable, hard to type in. It’s long, brand-infringing, danger, danger, and sketchy sounding. It’s hard to quantify what sketchy sounding is, but you know it when you see it. When you’re reviewing domain names, you’re looking for links, you’re looking at things in the SERPs, you’re like, “Hmm, I don’t know about this one.” Having that sixth sense is something that we all develop over time, so sketchy sounding not quite as scientific as I might want for a description, but powerful.

On this end of the spectrum though, domain names and brand names tend to be unique, memorable, short. They use .com. Unfortunately, still the gold standard. Easy to type in, pronounceable. That’s a powerful thing too, especially because of word of mouth. We suffered with that for a long time with SEOmoz because many people saw it and thought, “Oh, ShowMoz, COMoz, SeeMoz.” It sucked. Have positive associations, like StarToys or WalkScore or AppCritic. They have these positive, pre-built-in associations psychologically that suggest something brandable.

Scenario B: Consolidating two sites

Scenario B, and then we’ll get to the end, but scenario B is the question like, “Should I consolidate?” Let’s say I’m running both of these today. Or more realistic and many times I see people like this, you’re running AppCritic.com and StarToys.com, and you think, “Boy, these are pretty separate.” But then you keep finding overlap between them. Your content tends to overlap, the audience tends to overlap. I find this with many, many folks who run multiple domains.

How much audience and content overlap is there?

So we’ve got to consider a few things. First off, that audience and content overlap. If you’ve got StarToys and AppCritic and the overlap is very thin, just that little, tiny piece in the middle there. The content doesn’t overlap much, the audience doesn’t overlap much. It probably doesn’t make that much sense.

But what if you’re finding like, “Gosh, man, we’re writing more and more about apps and tech and mobile and web stuff on StarToys, and we’re writing more and more about other kinds of geeky, fun things on AppCritic. Slowly it feels like these audiences are merging.” Well, now you might want to consider that consolidation.

Is there potential for separate sales or exits?

Second point of consideration, the potential for separate exits or sales. So if you know that you’re going to sell AppCritic.com to someone in the future and you want to make sure that’s separate from StarToys, you should keep them separate. If you think to yourself, “Gosh, I’d never sell one without the other. They’re really part of the same company, brand, effort,” well, I’d really consider that consolidation.

Will you dilute marketing or branding efforts?

Last point of positive consideration is dilution of marketing and branding efforts. Remember that you’re going to be working on marketing. You’re going to be working on branding. You’re going to be working on growing traffic to these. When you split your efforts, unless you have two relatively large, separate teams, this is very, very hard to do at the same rate that it could be done if you combined those efforts. So another big point of consideration. That compound growth rate that we talked about, that’s another big consideration with this.

Is the topical focus out of context?

What I don’t recommend you consider and what has been unfortunately considered, by a lot of folks in the SEO-centric world in the past, is topical focus of the content. I actually am crossing this out. Not a big consideration. You might say to yourself, “But Rand, we talked about previously on Whiteboard Friday how I can have topical authority around toys and games that are related to science fiction stuff, and I can have topical authority related to mobile apps.”

My answer is if the content overlap is strong and the audience overlap is strong, you can do both on one domain. You can see many, many examples of this across the web, Moz being a great example where we talk about startups and technology and sometimes venture capital and team building and broad marketing and paid search marketing and organic search marketing and just a ton of topics, but all serving the same audience and content. Because that overlap is strong, we can be an authority in all of these realms. Same goes for any time you’re considering these things.

All right everyone, hope you’ve enjoyed this edition of Whiteboard Friday. I look forward to some great comments, and we’ll see you again next week. take care.

Video transcription by Speechpad.com

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