Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people.  Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient.  We’re a great group of passionate people and I’m proud to have joined the dotfamily.

Dan Morris, dotmailer’s EVP for North America in the new NYC office

      1. Tell us a bit about your new role

dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them.  My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK –  so getting the right people in the right spots was critical.  We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S.  We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers.  We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support.  We’re intensely focused on ease of on-boarding, ease of use and speed of use.  We consistently hear how easy and smooth a process it is to use dotmailer’s tools.  That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it.  Customers are raving about this, so we know it’s working well.

  1. What early accomplishments are you most proud of from your dotmailer time so far?

I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together.  We spent a lot of time assessing where we needed to restructure and where we needed to invest.  We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members.  We have the right people in the right roles and it’s making a difference.  We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers.  We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster.  We have happier customers than ever before and that’s the key to everything we do.

  1. You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?

I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun.  It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about.   At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here.  We love our new, NYC space.

We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

Guests and the team at dotmailer's new NYC office warming party

Guests and the team at dotmailer’s new NYC office warming party

  1. What did you learn from your days in the start-up space that you’re applying at dotmailer?

The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment.  You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working.  dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving.  I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.

  1. What are your plans for the U.S. and the sales function there?

On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy.  It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers.  3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow.  We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.

  1. What are the most common questions that you get when speaking to a prospective customer?

The questions we usually get are around price, service level and flexibility.  How much does dotmailer cost?  How well are you going to look after my business?  How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website.  We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working.  And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.

  1. Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help.  We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.

  1. How much time is your team on the road vs. in the office? Any road warrior tips to share?

I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them.  I love seeing and hearing their reactions.

  1. Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city.  There’s so much to see and do.  Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.

Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

Reblogged 3 years ago from blog.dotmailer.com

Google updates the Google My Business API to version 3.0

The new Google My Business API brings additional functionality to help those who manage locations at scale. This is version 3.0, which comes 6 months after the last update.

The post Google updates the Google My Business API to version 3.0 appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 3 years ago from feeds.searchengineland.com

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!

Reblogged 4 years ago from tracking.feedpress.it

Moz Local Officially Launches in the UK

Posted by David-Mihm

To all Moz Local fans in the UK, I’m excited to announce that your wait is over. As the sun rises “across the pond” this morning, Moz Local is officially live in the United Kingdom!

A bit of background

As many of you know, we released the US version of Moz Local in March 2014. After 12 months of terrific growth in the US, and a boatload of technical improvements and feature releases–especially for Enterprise customers–we released the Check Listing feature for a limited set of partner search engines and directories in the UK in April of this year.

Over 20,000 of you have checked your listings (or your clients’ listings) in the last 3-1/2 months. Those lookups have helped us refine and improve the background technology immensely (more on that below). We’ve been just as eager to release the fully-featured product as you’ve been to use it, and the technical pieces have finally fallen into place for us to do so.

How does it work?

The concept is the same as the US version of Moz Local: show you how accurately and completely your business is listed on the most important local search platforms and directories, and optimize and perfect as many of those business listings as we can on your behalf.

For customers specifically looking for you, accurate business listings are obviously important. For customers who might not know about you yet, they’re also among the most important factors for ranking in local searches on Google. Basically, the more times Google sees your name, address, phone, and website listed the same way on quality local websites, the more trust they have in your business, and the higher you’re likely to rank.

Moz Local is designed to help on both these fronts.

To use the product, you simply need to type a name and postcode at moz.com/local. We’ll then show you a list of the closest matching listings we found. We prioritize verified listing information that we find on Google or Facebook, and selecting one of those verified listings means we’ll be able to distribute it on your behalf.

Clicking on a result brings you to a full details report for that listing. We’ll show you how accurate and complete your listings are now, and where they could be after using our product.

Clicking the tabs beneath the Listing Score graphic will show you some of the incompletions and inconsistencies that publishing your listing with Moz Local will address.

For customers with hundreds or thousands of locations, bulk upload is also available using a modified version of your data from Google My Business–feel free to e-mail enterpriselocal@moz.com for more details.

Where do we distribute your data?

We’ve prioritized the most important commercial sites in the UK local search ecosystem, and made them the centerpieces of Moz Local. We’ll update your data directly on globally-important players Factual and Foursquare, and the UK-specific players CentralIndex, Thomson Local, and the Scoot network–which includes key directories like TouchLocal, The Independent, The Sun, The Mirror, The Daily Scotsman, and Wales Online.

We’ll be adding two more major destinations shortly, and for those of you who sign up before that time, your listings will be automatically distributed to the additional destinations when the integrations are complete.

How much does it cost?

The cost per listing is £84/year, which includes distribution to the sites mentioned above with unlimited updates throughout the year, monitoring of your progress over time, geographically- focused reporting, and the ability to find and close duplicate listings right from your Moz Local dashboard–all the great upgrades that my colleague Noam Chitayat blogged about here.

What’s next?

Well, as I mentioned just a couple paragraphs ago, we’ve got two additional destinations to which we’ll be sending your data in very short order. Once those integrations are complete, we’ll be just a few weeks away from releasing our biggest set of features since we launched. I look forward to sharing more about these features at BrightonSEO at the end of the summer!

For those of you around the world in Canada, Australia, and other countries, we know there’s plenty of demand for Moz Local overseas, and we’re working as quickly as we can to build additional relationships abroad. And to our friends in the UK, please let us know how we can continue to make the product even better!

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!

Reblogged 4 years ago from tracking.feedpress.it

Case Study: How I Turned Autocomplete Ideas into Traffic & Ranking Results with Only 5 Hours of Effort

Posted by jamiejpress

Many of us have known for a while that Google Autocomplete can be a useful tool for identifying keyword opportunities. But did you know it is also an extremely powerful tool for content ideation?

And by pushing the envelope a little further, you can turn an Autocomplete topic from a good content idea into a link-building, traffic-generating powerhouse for your website.

Here’s how I did it for one of my clients. They are in the diesel power generator industry in the Australian market, but you can use this same process for businesses in literally any industry and market you can think of.

Step 1: Find the spark of an idea using Google Autocomplete

I start by seeking out long-tail keyword ideas from Autocomplete. By typing in some of my client’s core keywords, I come across one that sparked my interest in particular—diesel generator fuel consumption.

What’s more, the Google AdWords Keyword Planner says it is a high competition term. So advertisers are prepared to spend good money on this phrase—all the better to try to rank well organically for the term. We want to get the traffic without incurring the click costs.

keyword_planner.png

Step 2: Check the competition and find an edge

Next, we find out what pages rank well for the phrase, and then identify how we can do better, with user experience top of mind.

In the case of “diesel generator fuel consumption” in Google.com.au, the top-ranking page is this one: a US-focused piece of content using gallons instead of litres.

top_ranking_page.png

This observation, paired with the fact that the #2 Autocomplete suggestion was “diesel generator fuel consumption in litres” gives me the right slant for the content that will give us the edge over the top competing page: Why not create a table using metric measurements instead of imperial measurements for our Australian audience?

So that’s what I do.

I work with the client to gather the information and create the post on the their website. Also, I insert the target phrase in the page title, meta description, URL, and once in the body content. We also create a PDF downloadable with similar content.

client_content.png

Note: While figuring out how to make product/service pages better than those of competitors is the age-old struggle when it comes to working on core SEO keywords, with longer-tail keywords like the ones you work with using this tactic, users generally want detailed information, answers to questions, or implementable tips. So it makes it a little easier to figure out how you can do it better by putting yourself in the user’s shoes.

Step 3: Find the right way to market the content

If people are searching for the term in Google, then there must also be people on forums asking about it.

A quick search through Quora, Reddit and an other forums brings up some relevant threads. I engage with the users in these forums and add non-spammy, helpful no-followed links to our new content in answering their questions.

Caveat: Forum marketing has had a bad reputation for some time, and rightly so, as SEOs have abused the tactic. Before you go linking to your content in forums, I strongly recommend you check out this resource on the right way to engage in forum marketing.

Okay, what about the results?

Since I posted the page in December 2014, referral traffic from the forums has been picking up speed; organic traffic to the page keeps building, too.

referral_traffic.png

organic_traffic.jpg

Yeah, yeah, but what about keyword rankings?

While we’re yet to hit the top-ranking post off its perch (give us time!), we are sitting at #2 and #3 in the search results as I write this. So it looks like creating that downloadable PDF paid off.

ranking.jpg

All in all, this tactic took minimal time to plan and execute—content ideation, research and creation (including the PDF version) took three hours, while link building research and implementation took an additional two hours. That’s only five hours, yet the payoff for the client is already evident, and will continue to grow in the coming months.

Why not take a crack at using this technique yourself? I would love to hear how your ideas about how you could use it to benefit your business or clients.

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!

Reblogged 4 years ago from tracking.feedpress.it

New Hubs of Authority Chart in Majestic brings Data to Life

Today Majestic is proud to bring an interactive “Sankey” chart into both the Clique Hunter tools and an interactive Word Cloud into the Anchor Text tab of Site Explorer. These visualizations bring data to life and I was especially impressed when I saw the new Clique Hunter visualization because you can click on elements to…

The post New Hubs of Authority Chart in Majestic brings Data to Life appeared first on Majestic Blog.

Reblogged 4 years ago from blog.majestic.com

The Meta Referrer Tag: An Advancement for SEO and the Internet

Posted by Cyrus-Shepard

The movement to make the Internet more secure through HTTPS brings several useful advancements for webmasters. In addition to security improvements, HTTPS promises future technological advances and potential SEO benefits for marketers.

HTTPS in search results is rising. Recent MozCast data from Dr. Pete shows nearly 20% of first page Google results are now HTTPS.

Sadly, HTTPS also has its downsides.

Marketers run into their first challenge when they switch regular HTTP sites over to HTTPS. Technically challenging, the switch typically involves routing your site through a series of 301 redirects. Historically, these types of redirects are associated with a loss of link equity (thought to be around 15%) which can lead to a loss in rankings. This can offset any SEO advantage that Google claims switching.

Ross Hudgens perfectly summed it up in this tweet:

Many SEOs have anecdotally shared stories of HTTPS sites performing well in Google search results (and our soon-to-be-published Ranking Factors data seems to support this.) However, the short term effect of a large migration can be hard to take. When Moz recently switched to HTTPS to provide better security to our logged-in users, we saw an 8-9% dip in our organic search traffic.

Problem number two is the subject of this post. It involves the loss of referral data. Typically, when one site sends traffic to another, information is sent that identifies the originating site as the source of traffic. This invaluable data allows people to see where their traffic is coming from, and helps spread the flow of information across the web.

SEOs have long used referrer data for a number of beneficial purposes. Oftentimes, people will link back or check out the site sending traffic when they see the referrer in their analytics data. Spammers know this works, as evidenced by the recent increase in referrer spam:

This process stops when traffic flows from an HTTPS site to a non-secure HTTP site. In this case, no referrer data is sent. Webmasters can’t know where their traffic is coming from.

Here’s how referral data to my personal site looked when Moz switched to HTTPS. I lost all visibility into where my traffic came from.

Its (not provided) all over again!

Enter the meta referrer tag

While we can’t solve the ranking challenges imposed by switching a site to HTTPS, we can solve the loss of referral data, and it’s actually super-simple.

Almost completely unknown to most marketers, the relatively new meta referrer tag (it’s actually been around for a few years) was designed to help out in these situations.

Better yet, the tag allows you to control how your referrer information is passed.

The meta referrer tag works with most browsers to pass referrer information in a manner defined by the user. Traffic remains encrypted and all the benefits of using HTTPS remain in place, but now you can pass referrer data to all websites, even those that use HTTP.

How to use the meta referrer tag

What follows are extremely simplified instructions for using the meta referrer tag. For more in-depth understanding, we highly recommend referring to the W3C working draft of the spec.

The meta referrer tag is placed in the <head> section of your HTML, and references one of five states, which control how browsers send referrer information from your site. The five states are:

  1. None: Never pass referral data
    <meta name="referrer" content="none">
    
  2. None When Downgrade: Sends referrer information to secure HTTPS sites, but not insecure HTTP sites
    <meta name="referrer" content="none-when-downgrade">
    
  3. Origin Only: Sends the scheme, host, and port (basically, the subdomain) stripped of the full URL as a referrer, i.e. https://moz.com/example.html would simply send https://moz.com
    <meta name="referrer" content="origin">
    

  4. Origin When Cross-Origin: Sends the full URL as the referrer when the target has the same scheme, host, and port (i.e. subdomain) regardless if it’s HTTP or HTTPS, while sending origin-only referral information to external sites. (note: There is a typo in the official spec. Future versions should be “origin-when-cross-origin”)
    <meta name="referrer" content="origin-when-crossorigin">
    
  5. Unsafe URL: Always passes the URL string as a referrer. Note if you have any sensitive information contained in your URL, this isn’t the safest option. By default, URL fragments, username, and password are automatically stripped out.
    <meta name="referrer" content="unsafe-url">
    

The meta referrer tag in action

By clicking the link below, you can get a sense of how the meta referrer tag works.

Check Referrer

Boom!

We’ve set the meta referrer tag for Moz to “origin”, which means when we link out to another site, we pass our scheme, host, and port. The end result is you see http://moz.com as the referrer, stripped of the full URL path (/meta-referrer-tag).

My personal site typically receives several visits per day from Moz. Here’s what my analytics data looked like before and after we implemented the meta referrer tag.

For simplicity and security, most sites may want to implement the “origin” state, but there are drawbacks.

One negative side effect was that as soon as we implemented the meta referrer tag, our AdRoll analytics, which we use for retargeting, stopped working. It turns out that AdRoll uses our referrer information for analytics, but the meta referrer tag “origin” state meant that the only URL they ever saw reported was https://moz.com.

Conclusion

We love the meta referrer tag because it keeps information flowing on the Internet. It’s the way the web is supposed to work!

It helps marketers and webmasters see exactly where their traffic is coming from. It encourages engagement, communication, and even linking, which can lead to improvements in SEO.

Useful links:

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Reblogged 4 years ago from tracking.feedpress.it

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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Inverse Document Frequency and the Importance of Uniqueness

Posted by EricEnge

In my last column, I wrote about how to use term frequency analysis in evaluating your content vs. the competition’s. Term frequency (TF) is only one part of the TF-IDF approach to information retrieval. The other part is inverse document frequency (IDF), which is what I plan to discuss today.

Today’s post will use an explanation of how IDF works to show you the importance of creating content that has true uniqueness. There are reputation and visibility reasons for doing this, and it’s great for users, but there are also SEO benefits.

If you wonder why I am focusing on TF-IDF, consider these words from a Google article from August 2014: “This is the idea of the famous TF-IDF, long used to index web pages.” While the way that Google may apply these concepts is far more than the simple TF-IDF models I am discussing, we can still learn a lot from understanding the basics of how they work.

What is inverse document frequency?

In simple terms, it’s a measure of the rareness of a term. Conceptually, we start by measuring document frequency. It’s easiest to illustrate with an example, as follows:

IDF table

In this example, we see that the word “a” appears in every document in the document set. What this tells us is that it provides no value in telling the documents apart. It’s in everything.

Now look at the word “mobilegeddon.” It appears in 1,000 of the documents, or one thousandth of one percent of them. Clearly, this phrase provides a great deal more differentiation for the documents that contain them.

Document frequency measures commonness, and we prefer to measure rareness. The classic way that this is done is with a formula that looks like this:

idf equation

For each term we are looking at, we take the total number of documents in the document set and divide it by the number of documents containing our term. This gives us more of a measure of rareness. However, we don’t want the resulting calculation to say that the word “mobilegeddon” is 1,000 times more important in distinguishing a document than the word “boat,” as that is too big of a scaling factor.

This is the reason we take the Log Base 10 of the result, to dampen that calculation. For those of you who are not mathematicians, you can loosely think of the Log Base 10 of a number as being a count of the number of zeros – i.e., the Log Base 10 of 1,000,000 is 6, and the log base 10 of 1,000 is 3. So instead of saying that the word “mobilegeddon” is 1,000 times more important, this type of calculation suggests it’s three times more important, which is more in line with what makes sense from a search engine perspective.

With this in mind, here are the IDF values for the terms we looked at before:

idf table logarithm values

Now you can see that we are providing the highest score to the term that is the rarest.

What does the concept of IDF teach us?

Think about IDF as a measure of uniqueness. It helps search engines identify what it is that makes a given document special. This needs to be much more sophisticated than how often you use a given search term (e.g. keyword density).

Think of it this way: If you are one of 6.78 million web sites that comes up for the search query “super bowl 2015,” you are dealing with a crowded playing field. Your chances of ranking for this term based on the quality of your content are pretty much zero.

massive number of results for broad keyword

Overall link authority and other signals will be the only way you can rank for a term that competitive. If you are a new site on the landscape, well, perhaps you should chase something else.

That leaves us with the question of what you should target. How about something unique? Even the addition of a simple word like “predictions”—changing our phrase to “super bowl 2015 predictions”—reduces this playing field to 17,800 results.

Clearly, this is dramatically less competitive already. Slicing into this further, the phrase “super bowl 2015 predictions and odds” returns only 26 pages in Google. See where this is going?

What IDF teaches us is the importance of uniqueness in the content we create. Yes, it will not pay nearly as much money to you as it would if you rank for the big head term, but if your business is a new entrant into a very crowded space, you are not going to rank for the big head term anyway

If you can pick out a smaller number of terms with much less competition and create content around those needs, you can start to rank for these terms and get money flowing into your business. This is because you are making your content more unique by using rarer combinations of terms (leveraging what IDF teaches us).

Summary

People who do keyword analysis are often wired to pursue the major head terms directly, simply based on the available keyword search volume. The result from this approach can, in fact, be pretty dismal.

Understanding how inverse document frequency works helps us understand the importance of standing out. Creating content that brings unique angles to the table is often a very potent way to get your SEO strategy kick-started.

Of course, the reasons for creating content that is highly differentiated and unique go far beyond SEO. This is good for your users, and it’s good for your reputation, visibility, AND also your SEO.

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!

Reblogged 4 years ago from tracking.feedpress.it