How to Choose a Good SEO Company for Your Business or Website – Whiteboard Friday

Posted by randfish

When it comes to choosing a reputable company to manage your SEO, there’s both a right way and a wrong way to go about the hiring process. In today’s Whiteboard Friday, Rand identifies common pitfalls to avoid and advice to take when it comes to selecting an agency or consultant to optimize your site for search engines. SEOs, take note: there are great ideas here for how to market yourselves to clients, as well!

Click on the whiteboard image above to open a high-resolution version 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 how to choose a good SEO company, a consultant or an agency. It could be an independent person. What I want to do as we get into this is help you to understand some of the mechanics behind SEO consulting work. This is a critical hire, because if SEO is important to your business, then the choice of which company or person to use is going to have a huge impact, probably one of the biggest impacts on whether you get great results. There are a bunch of mistakes that people make when they go down this selecting an SEO company path.

Don’t make these mistakes

Mistake #1: Using Google as your filter

The logic makes a lot of sense here if you think about it simplistically. Simplistic thinking is a good SEO company will do a great job ranking for SEO company or SEO consultant or SEO consultant plus my city name. So if I’m looking for the best SEO in Seattle, I have only to Google “best SEO Seattle” and surely the number-one company will show up at the top. But, unfortunately, what happens is most of the very good companies, the ones that are in high demand, the ones that do consistently great work and get great referrals, they don’t actually need to rank here. They’re overwhelmed with clients all the time because their clients refer them to people and lots of people in their network refer folks to them. They have a high retention of clients. Lots of people are very satisfied. They’re making plenty of money and they’re incredibly busy, so they don’t spend any work optimizing their own website to get new clients.

As a result, you are often left with some of the dregs here. Many of the companies that rank well for best SEO plus city name or best SEO plus a region or plus a particular specialty, like best ecommerce SEO, are not the best. They are, in fact, the folks who are simply without any client work and so they’re concentrating all their energy on trying to get new clients. Sometimes, maybe, you can find some good folks in there. It’s just not a great filter.

Mistake #2: Trusting “Top SEO” lists

Many people will search for “best SEOs” or “best SEO consultants” or “best SEO companies,” “best SEO companies United States.” They’ll get to a website like, I don’t know, bestSEOs.com or topSEOs.com. There are a number of these types of websites that are essentially just aggregators. Their business model is they try and rank for terms like this, and then they sell those listings, the listings on their page, to SEO firms and companies. Back when Moz was a consulting company many, many years ago, they’d call us up and they’d say, “Hey, do you want to be number 3, we can make you number 3 on the best SEO companies list for $20,000 a year. Or we can make you number 1, but you’re going to have to pay $75,000 a year.”

That is not a great… I mean it’s a great model for them. Don’t get me wrong. But that pay-to-play scheme is not trustworthy for you as a consumer of SEO companies. You would never trust someone that said, “Oh well, what’s the best restaurant in this particular region?” You’d never go to a list where the restaurants just paid. That would give you the conglomerates and the people who can afford to spend the most and the worst. Don’t trust those types of lists.

There are a few lists, there are a few websites, places like getcredo.com run by John Doherty. There’s obviously Moz’s recommended SEO list, which is just my personal recommendations and the recommendations of my network. You can’t pay to be on there. You can’t pay to be listed. Some of those are more trustworthy. We’ll try and link to a few of those good ones at the end of this whiteboard.

Mistake #3: Believing there’s a “secret sauce”

Mistake number three is believing the sales pitch that unfortunately many I’m going to say low-quality SEO consultants use, which is there’s a secret sauce. There are no secret sauces in SEO. If you hear like, “This is how Google works blah, blah, blah, and then here’s how we do our secret optimization techniques. I can’t tell you what those are. It’s a proprietary methodology, but it works really well,” that’s baloney. You should reject that. If you ask, “How do you do it,” and they say, “I’m sorry I can’t tell you, it’s a secret or it’s proprietary,” that is a very, very bad sign. No one has a secret proprietary process. SEO is a very, very open field. It’s well understood. It has origins in a lot of secrecy, but that is not the way it is today and you should never accept that as an answer. That is a red flag.

My recommended process for choosing an SEO company:

Step 1

I want you to establish, sit down with your team, with your CEO, with your executive team, your board, whoever you’ve got, and figure out the goals you’re trying to achieve with SEO. Why do you want to do SEO? Why do you want to rank organically for keywords? Then, figure out how you’re going to judge success versus failure. In this process, there are good goals and bad goals.

Good goals:

  • I want to get in front of a lot of people who are researching this, and so we need traffic from these specific groups. I know that they perform searches for this. Great.
  • We’re trying to boost revenue, and we’re trying to boost it through new sales and SEO is a sales driving channel. Fine, great.
  • We’re trying to boost downloads or free sign-ups or free trials. Also a fine goal.
  • We’re trying to boost sentiment for our brand. Maybe if you Googled some of our branded terms today, there are some poor reviews, there’s lots of good reviews that rank below them, and we want to push the good reviews up and the bad reviews down. Fine. Sentiment, that could be something you’re driving as well. You know a lot of people are researching your brand or branded terms. Those are all good goals.

Bad goals:

  • We just want traffic, more traffic. Why? Well, because we want it. Terrible, terrible goal. Traffic is not a goal in and of itself. If you say, “Well, we want more traffic because we know search traffic converts well for us and here are the statistics on it,” fine, terrific. Now it’s a revenue driving thing.
  • Rankings alone, unfortunately this is a vanity thing that many people have where they want to rank for something simply because they want to rank for it. Usually a bad sign for SEO companies considering clients. You shouldn’t have that on your goals list. That’s not a positive goal.
  • Beating a particular competitor out for specific keywords or phrases. Again, not a great goal. Doesn’t drive directly to revenue. Doesn’t drive directly to organizational goals.
  • Vanity metrics. I still see people who are saying, “Hey, does anyone know a great SEO company that can help bring our domain authority up or our Majestic trust flow up or, worst of all, our Google PageRank up?” Google dropped PageRank years ago. It’s terrible. Vanity metrics, bad ideas too.

Step 2

Once you have a list of these good goals that you’re trying to optimize for, my suggestion is that you should assemble a list of usually three to five is I think sort of the right comfort zone. You can do more if you have the bandwidth to evaluate more, but three to five, at least, consultants or agencies. Those could be by a bunch of criteria. You might say, “Hey, look we really need someone in our region so that we can meet with them in person or at least someone who can fly to us on a regular basis.” Maybe that’s a requirement for you. Or you might say, “That’s not important. Remote is great.” Fine, wonderful. You might say something like, “Our price range or our budget is this particular thing.”

You want to find whatever those criteria are and make sure you’ve got a list of three to five folks that you can consider against one another. Have some conversations with them and dig into references.

Good sources:

  • Your friends and personal networks and professional networks as well.
  • Similar non-competitive companies. You will find that if you’re, for example, in a B2B space or in an ecommerce space and there’s a non-competitive ecommerce company whom you’re friendly with, you can build those relationships. You should certainly already have those relationships. Talking to those folks about who they use and whether they were successful, great way to find some good people.
  • Industry insiders. If you’re watching Whiteboard Friday here on Moz, chances are good that you follow some great SEO people on Twitter, which is a very popular network for SEOs, or that you read SEO blogs. You can reach out to some of those influential insiders with whom you have a relationship or whose opinion you really like and care about and ask them who they would recommend.

Good questions to ask:

  • By the way, I like asking SEO companies: What process are you going to use to accomplish our goals, and why do you use those particular processes? That’s a really smart one to start with.
  • Ask them about their communication and reporting process. How often? What’s their cadence like? What metrics do they report on? What do they need you to collect? Why do they collect those metrics? How do those match up to your goals and how do they align?
  • What work and resources will you have to commit internally? You should know that before you go into any arrangement, because it could get very complex. If your SEO company says, “Great here’s a list of recommendations,” and you say, “Fine, we don’t have the development bandwidth, or we don’t have the content creation bandwidth, or we don’t have the visual or UI or UX exchange bandwidth to make any of those. So what do we do?” Well, now you’re road blocked. You should’ve had that conversation much earlier in time. *By the way, SEO usually requires some intensive resource allotment. So you should plan for that ahead of time.
  • What do you do when things aren’t working? I love asking that question, and I like asking for specific examples of when things haven’t gone right and what they’ve done to fix that in the past and work around it.
  • I like asking broadly. Especially when you open a conversation, especially if you’re feeling like, hey I want to get to know this company’s approach to SEO and their understanding of Google, you can ask them something like, “Hey, tell me how does Google rank results, and how do you as a company influence them?” You should hear good answers about, yes, this is how Google does things, and here’s how we know that and here’s how we do our process of influencing those results. That’s great.

Step 3

I like to recommend that folks choose on these four things:

  1. The trust that you’ve established with a company. That’s through references, through the conversation, through people that you’ve talked to in your network.
  2. Through referrals. If you hear great referrals and you trust those referral sources, that’s a wonderful signal.
  3. Through communication style match. If your communication style, even if everything else is good, but when you have conversations, you walk away from them feeling a little frustrated, maybe you got the things you needed, but it didn’t flow smoothly, I would suggest that maybe that’s a cultural mismatch and you should look for another provider.
  4. Price and contract structure. Many SEO firms have a contract structure that’s month-to-month and that has a certain length of time. You should expect to pay some upfront payment and then some ongoing monthly fee. There’s usually a time at which the payment will recur and the contract will renew. It’s pretty similar to a lot of other services, consulting types of agreements, so you should expect that. If you’re seeing very non-standard stuff, that can be a bad thing sometimes, but not always. A lot of times SEOs have more creative pricing, and that’s all right.

Pro tips

Three pro tips:

  1. If SEO needs to be a core competency at your company, bring it in-house. An agency or consultant can never do as much with as much resources, with as much communication, as someone in-house can do. Starting with a consultant externally and then bringing someone in-house is a fine way to go.
  2. If the quality SEO folks that you’re considering are too pricy, my suggestion might be to say, “Okay, how about you just advise us on the work, and we’ll hire an in-house person, maybe who’s more beginner-level and you coach that person?” That can work well, again especially if you have that budget to bring that person in-house.
  3. Remember that SEO is not for everyone. SEO is extremely competitive. Page 1 gets 95% plus of the clicks. The top 3 or 4 results are getting more than 70% of those clicks, 65% or 70%. So a lot of the time, if you can’t afford yet to do SEO or to engage in it seriously, it may not be all that valuable to go from ranking on page five for a lot of your key terms to page two or the bottom of page one. Unless you have the budget and the energy to really commit yourself to SEO, it might be a channel you consider later down the road.

All right, everyone, hope you’ve enjoyed this edition of Whiteboard Friday. Would love to hear your thoughts on how you’ve picked good SEO companies in the past and the experiences you’ve had there. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Resources

Video transcription by Speechpad.com

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Reblogged 2 years ago from tracking.feedpress.it

dotmailer named as a top-trending company in the Big Smoke by Owler

Each year, Owler recognizes the top-trending companies in cities around the world. It sifts through over 15 million companies on its platform to find the most award-worthy businesses, and wound up with 4,500 winners across the 600 most popular cities.

Winners are chosen based on several different metrics, including number of followers on Owler, insights collected from our community, social media followers and published content over the past year.

Other brands to have made the list include TransferWise, Deliveroo and our communications agency, M&C Saatchi – congratulations, guys!

This year we’ve upped the amount of content we produce, in a bid to help marketers advance their marketing tactics. Check out our resources library for free whitepaper and cheatsheet downloads.

We’ve just launched our new-look blog (we hope you like it!) and we run free inspirational dotlive events almost every week from our London Bridge office. Come along and see how we’re making a difference to not only our own customers, but the marketing community as a whole.

The post dotmailer named as a top-trending company in the Big Smoke by Owler appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com

Darryl, the man behind dotmailer’s Custom Technical Solutions team

Why did you decide to come to dotmailer?

I first got to know dotmailer when the company was just a bunch of young enthusiastic web developers called Ellipsis Media back in 1999. I was introduced by one of my suppliers and we decided to bring them on board to build a recruitment website for one of our clients. That client was Amnesty International and the job role was Secretary General. Not bad for a Croydon company whose biggest client before that was Scobles the plumber’s merchants. So, I was probably dotmailer’s first ever corporate client! After that, I used dotmailer at each company I worked for and then one day they approached a colleague and me and asked us if we wanted to work for them. That was 2013.  We grabbed the opportunity with both hands and haven’t looked back since.

Tell us a bit about your role

I’m the Global Head of Technical Solutions which actually gives me responsibility for 2 teams. First, Custom Technical Solutions (CTS), who build bespoke applications and tools for customers that allow them to integrate more closely with dotmailer and make life easier. Second, Technical Pre-sales, which spans our 3 territories (EMEA, US and APAC) and works with prospective and existing clients to figure out the best solution and fit within dotmailer.

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

I would say so far it has to be helping to turn the CTS team from just 2 people into a group of 7 highly skilled and dedicated men and women who have become an intrinsic and valued part of the dotmailer organization. Also I really enjoy being part of the Senior Technical Management team. Here we have the ability to influence the direction and structure of the platform on a daily basis.

Meet Darryl Clark – the cheese and peanut butter sandwich lover

Can you speak a bit about your background and that of your team? What experience and expertise is required to join this team?

My background is quite diverse from a stint in the Army, through design college, web development, business analysis to heading up my current teams. I would say the most valuable skill that I have is being highly analytical. I love nothing more than listening to a client’s requirements and digging deep to work out how we can answer these if not exceed them.

As a team, we love nothing more than brainstorming our ideas. Every member has a valid input and we listen. Everyone has the opportunity to influence what we do and our motto is “there is no such thing as a stupid question.”

To work in my teams you have to be analytical but open minded to the fact that other people may have a better answer than you. Embrace other people’s input and use it to give our clients the best possible solution. We are hugely detail conscious, but have to be acutely aware that we need to tailor what we say to our audience so being able to talk to anyone at any level is hugely valuable.

How much of the dotmailer platform is easily customizable and when does it cross over into something that requires your team’s expertise? How much time is spent on these custom solutions one-time or ongoing?

I’ll let you in on a little secret here. We don’t actually do anything that our customers can’t do with dotmailer given the right knowledge and resources. This is because we build all of our solutions using the dotmailer public API. The API has hundreds of methods in both SOAP and REST versions, which allows you to do a huge amount with the dotmailer platform. We do have a vast amount of experience and knowledge in the team so we may well be able to build a solution quicker than our customers. We are more than happy to help them and their development teams build a solution using us on a consultancy basis to lessen the steepness of the learning curve.

Our aim when building a solution for a customer is that it runs silently in the background and does what it should without any fuss.

What are your plans for the Custom Tech Solutions team going forward?

The great thing about Custom Technical Solutions is you never know what is around the corner as our customers have very diverse needs. What we are concentrating on at the moment is refining our processes to ensure that they are as streamlined as possible and allow us to give as much information to the customer as we can. We are also always looking at the technology and coding approaches that we use to make sure that we build the most innovative and robust solutions.

We are also looking at our external marketing and sharing our knowledge through blogs so keep an eye on the website for our insights.

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

Most questions seem to revolve around reassurance such as “Have you done this before?”, “How safe is my data?”, “What about security?”, “Can you talk to my developers?”, “Do I need to do anything?”.  In most instances, we are the ones asking the questions as we need to find out information as soon as possible so that we can analyse it to ensure that we have the right detail to provide the right solution.

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

We talk a lot about working with best of breed so for example a customer can use our Channel Extensions in automation programs to fire out an SMS to a contact using their existing provider. We don’t force customers down one route, we like to let them decide for themselves.

Also, I really like to emphasize the fact that there is always more than one way to do something within the dotmailer platform. This means we can usually find a way to do something that works for a client within the platform. If not, then we call in CTS to work out if there is a way that we can build something that will — whether this is automating uploads for a small client or mass sending from thousands of child accounts for an enterprise level one.

What do you see as the future of marketing automation technology?  Will one size ever fit all? Or more customization going forward?

The 64 million dollar question. One size will never fit all. Companies and their systems are too organic for that. There isn’t one car that suits every driver or one racquet that suits every sport. Working with a top drawer partner network and building our system to be as open as possible from an integration perspective means that our customers can make dotmailer mold to their business and not the other way round…and adding to that the fact that we are building lots of features in the platform that will blow your socks off.

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

I’m a dyed in the wool Gooner (aka Arsenal Football Club fan) thanks to my Grandfather leading me down the right path as a child. If you are still reading this after that bombshell, then food-wise I pretty much like everything apart from coriander which as far as I’m concerned is the Devils own spawn. I don’t really have a favorite band, but am partial to a bit of Level 42 and Kings of Leon and you will also find me listening to 90s drum and bass and proper old school hip hop. My favorite holiday destination is any decent villa that I can relax in and spend time with my family and I went to Paris recently and loved that. Guilty pleasure – well that probably has to be confessing to liking Coldplay or the fact that my favorite sandwich is peanut butter, cheese and salad cream. Go on try it, you’ll love it.

Want to meet more of the dotmailer team? Say hi to Darren Hockley, Global Head of Support, and Dan Morris, EVP for North America.

Reblogged 2 years ago from blog.dotmailer.com

dotmailer becomes EU-U.S. Privacy Shield certified

On 12 August we were accepted for the U.S. Department of Commerce’s voluntary privacy certification program. The news is a great milestone for dotmailer, because it recognizes the years of work we’ve put into protecting our customers’ data and privacy. For instance, just look at our comprehensive trust center and involvement in both the International Association of Privacy Professionals (IAPP) and Email Sender & Provider Coalition (ESPC).

To become certified our Chief Privacy Officer, James Koons, made the application to the U.S. Department of Commerce, who audited dotmailer’s privacy statement. (Interesting fact: James actually completed the application process while on vacation climbing Mt. Rainer in Washington state!)

By self-certifying and agreeing to the Privacy Shield Principles, it means that our commitment is enforceable under the Federal Trade Commission (FTC).

What does it mean for you (our customers)?

As we continue to expand globally, this certification is one more important privacy precedent. The aim of the EU-U.S. Privacy Shield, which was recently finalized, provides businesses with stronger protection for the exchange of transatlantic data. If you haven’t seen it already, you might be interested in reading about the recent email privacy war between Microsoft and the U.S. government.

As a certified company, it means we must provide you with adequate privacy protection – a requirement for the transfer of personal data outside of the European Union under the EU Data Protection Directive. Each year, we must self-certify to the U.S. Department of Commerce’s International Trade Administration (ITA), to ensure we adhere to the Privacy Shield Principles.

What does our Chief Privacy Officer think?

James Koons, who has 20 years’ experience in the information systems and security industry, explained why he’s pleased about the news: “I am delighted that dotmailer has been recognized as a good steward of data through the Privacy Shield Certification.

“As a company that has a culture of privacy and security as its core, I believe the certification simply highlights the great work we have already been doing.”

What happened to the Safe Harbour agreement?

The EU-U.S. Privacy Shield replaces the former Safe Harbour agreement for transatlantic data transfers.

Want to know more about what the Privacy Shield means?

You can check out the official Privacy Shield website here, which gives a more detailed overview of the program and requirements for participating organizations.

Reblogged 3 years ago from blog.dotmailer.com

Why Effective, Modern SEO Requires Technical, Creative, and Strategic Thinking – Whiteboard Friday

Posted by randfish

There’s no doubt that quite a bit has changed about SEO, and that the field is far more integrated with other aspects of online marketing than it once was. In today’s Whiteboard Friday, Rand pushes back against the idea that effective modern SEO doesn’t require any technical expertise, outlining a fantastic list of technical elements that today’s SEOs need to know about in order to be truly effective.

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 I’m going to do something unusual. I don’t usually point out these inconsistencies or sort of take issue with other folks’ content on the web, because I generally find that that’s not all that valuable and useful. But I’m going to make an exception here.

There is an article by Jayson DeMers, who I think might actually be here in Seattle — maybe he and I can hang out at some point — called “Why Modern SEO Requires Almost No Technical Expertise.” It was an article that got a shocking amount of traction and attention. On Facebook, it has thousands of shares. On LinkedIn, it did really well. On Twitter, it got a bunch of attention.

Some folks in the SEO world have already pointed out some issues around this. But because of the increasing popularity of this article, and because I think there’s, like, this hopefulness from worlds outside of kind of the hardcore SEO world that are looking to this piece and going, “Look, this is great. We don’t have to be technical. We don’t have to worry about technical things in order to do SEO.”

Look, I completely get the appeal of that. I did want to point out some of the reasons why this is not so accurate. At the same time, I don’t want to rain on Jayson, because I think that it’s very possible he’s writing an article for Entrepreneur, maybe he has sort of a commitment to them. Maybe he had no idea that this article was going to spark so much attention and investment. He does make some good points. I think it’s just really the title and then some of the messages inside there that I take strong issue with, and so I wanted to bring those up.

First off, some of the good points he did bring up.

One, he wisely says, “You don’t need to know how to code or to write and read algorithms in order to do SEO.” I totally agree with that. If today you’re looking at SEO and you’re thinking, “Well, am I going to get more into this subject? Am I going to try investing in SEO? But I don’t even know HTML and CSS yet.”

Those are good skills to have, and they will help you in SEO, but you don’t need them. Jayson’s totally right. You don’t have to have them, and you can learn and pick up some of these things, and do searches, watch some Whiteboard Fridays, check out some guides, and pick up a lot of that stuff later on as you need it in your career. SEO doesn’t have that hard requirement.

And secondly, he makes an intelligent point that we’ve made many times here at Moz, which is that, broadly speaking, a better user experience is well correlated with better rankings.

You make a great website that delivers great user experience, that provides the answers to searchers’ questions and gives them extraordinarily good content, way better than what’s out there already in the search results, generally speaking you’re going to see happy searchers, and that’s going to lead to higher rankings.

But not entirely. There are a lot of other elements that go in here. So I’ll bring up some frustrating points around the piece as well.

First off, there’s no acknowledgment — and I find this a little disturbing — that the ability to read and write code, or even HTML and CSS, which I think are the basic place to start, is helpful or can take your SEO efforts to the next level. I think both of those things are true.

So being able to look at a web page, view source on it, or pull up Firebug in Firefox or something and diagnose what’s going on and then go, “Oh, that’s why Google is not able to see this content. That’s why we’re not ranking for this keyword or term, or why even when I enter this exact sentence in quotes into Google, which is on our page, this is why it’s not bringing it up. It’s because it’s loading it after the page from a remote file that Google can’t access.” These are technical things, and being able to see how that code is built, how it’s structured, and what’s going on there, very, very helpful.

Some coding knowledge also can take your SEO efforts even further. I mean, so many times, SEOs are stymied by the conversations that we have with our programmers and our developers and the technical staff on our teams. When we can have those conversations intelligently, because at least we understand the principles of how an if-then statement works, or what software engineering best practices are being used, or they can upload something into a GitHub repository, and we can take a look at it there, that kind of stuff is really helpful.

Secondly, I don’t like that the article overly reduces all of this information that we have about what we’ve learned about Google. So he mentions two sources. One is things that Google tells us, and others are SEO experiments. I think both of those are true. Although I’d add that there’s sort of a sixth sense of knowledge that we gain over time from looking at many, many search results and kind of having this feel for why things rank, and what might be wrong with a site, and getting really good at that using tools and data as well. There are people who can look at Open Site Explorer and then go, “Aha, I bet this is going to happen.” They can look, and 90% of the time they’re right.

So he boils this down to, one, write quality content, and two, reduce your bounce rate. Neither of those things are wrong. You should write quality content, although I’d argue there are lots of other forms of quality content that aren’t necessarily written — video, images and graphics, podcasts, lots of other stuff.

And secondly, that just doing those two things is not always enough. So you can see, like many, many folks look and go, “I have quality content. It has a low bounce rate. How come I don’t rank better?” Well, your competitors, they’re also going to have quality content with a low bounce rate. That’s not a very high bar.

Also, frustratingly, this really gets in my craw. I don’t think “write quality content” means anything. You tell me. When you hear that, to me that is a totally non-actionable, non-useful phrase that’s a piece of advice that is so generic as to be discardable. So I really wish that there was more substance behind that.

The article also makes, in my opinion, the totally inaccurate claim that modern SEO really is reduced to “the happier your users are when they visit your site, the higher you’re going to rank.”

Wow. Okay. Again, I think broadly these things are correlated. User happiness and rank is broadly correlated, but it’s not a one to one. This is not like a, “Oh, well, that’s a 1.0 correlation.”

I would guess that the correlation is probably closer to like the page authority range. I bet it’s like 0.35 or something correlation. If you were to actually measure this broadly across the web and say like, “Hey, were you happier with result one, two, three, four, or five,” the ordering would not be perfect at all. It probably wouldn’t even be close.

There’s a ton of reasons why sometimes someone who ranks on Page 2 or Page 3 or doesn’t rank at all for a query is doing a better piece of content than the person who does rank well or ranks on Page 1, Position 1.

Then the article suggests five and sort of a half steps to successful modern SEO, which I think is a really incomplete list. So Jayson gives us;

  • Good on-site experience
  • Writing good content
  • Getting others to acknowledge you as an authority
  • Rising in social popularity
  • Earning local relevance
  • Dealing with modern CMS systems (which he notes most modern CMS systems are SEO-friendly)

The thing is there’s nothing actually wrong with any of these. They’re all, generally speaking, correct, either directly or indirectly related to SEO. The one about local relevance, I have some issue with, because he doesn’t note that there’s a separate algorithm for sort of how local SEO is done and how Google ranks local sites in maps and in their local search results. Also not noted is that rising in social popularity won’t necessarily directly help your SEO, although it can have indirect and positive benefits.

I feel like this list is super incomplete. Okay, I brainstormed just off the top of my head in the 10 minutes before we filmed this video a list. The list was so long that, as you can see, I filled up the whole whiteboard and then didn’t have any more room. I’m not going to bother to erase and go try and be absolutely complete.

But there’s a huge, huge number of things that are important, critically important for technical SEO. If you don’t know how to do these things, you are sunk in many cases. You can’t be an effective SEO analyst, or consultant, or in-house team member, because you simply can’t diagnose the potential problems, rectify those potential problems, identify strategies that your competitors are using, be able to diagnose a traffic gain or loss. You have to have these skills in order to do that.

I’ll run through these quickly, but really the idea is just that this list is so huge and so long that I think it’s very, very, very wrong to say technical SEO is behind us. I almost feel like the opposite is true.

We have to be able to understand things like;

  • Content rendering and indexability
  • Crawl structure, internal links, JavaScript, Ajax. If something’s post-loading after the page and Google’s not able to index it, or there are links that are accessible via JavaScript or Ajax, maybe Google can’t necessarily see those or isn’t crawling them as effectively, or is crawling them, but isn’t assigning them as much link weight as they might be assigning other stuff, and you’ve made it tough to link to them externally, and so they can’t crawl it.
  • Disabling crawling and/or indexing of thin or incomplete or non-search-targeted content. We have a bunch of search results pages. Should we use rel=prev/next? Should we robots.txt those out? Should we disallow from crawling with meta robots? Should we rel=canonical them to other pages? Should we exclude them via the protocols inside Google Webmaster Tools, which is now Google Search Console?
  • Managing redirects, domain migrations, content updates. A new piece of content comes out, replacing an old piece of content, what do we do with that old piece of content? What’s the best practice? It varies by different things. We have a whole Whiteboard Friday about the different things that you could do with that. What about a big redirect or a domain migration? You buy another company and you’re redirecting their site to your site. You have to understand things about subdomain structures versus subfolders, which, again, we’ve done another Whiteboard Friday about that.
  • Proper error codes, downtime procedures, and not found pages. If your 404 pages turn out to all be 200 pages, well, now you’ve made a big error there, and Google could be crawling tons of 404 pages that they think are real pages, because you’ve made it a status code 200, or you’ve used a 404 code when you should have used a 410, which is a permanently removed, to be able to get it completely out of the indexes, as opposed to having Google revisit it and keep it in the index.

Downtime procedures. So there’s specifically a… I can’t even remember. It’s a 5xx code that you can use. Maybe it was a 503 or something that you can use that’s like, “Revisit later. We’re having some downtime right now.” Google urges you to use that specific code rather than using a 404, which tells them, “This page is now an error.”

Disney had that problem a while ago, if you guys remember, where they 404ed all their pages during an hour of downtime, and then their homepage, when you searched for Disney World, was, like, “Not found.” Oh, jeez, Disney World, not so good.

  • International and multi-language targeting issues. I won’t go into that. But you have to know the protocols there. Duplicate content, syndication, scrapers. How do we handle all that? Somebody else wants to take our content, put it on their site, what should we do? Someone’s scraping our content. What can we do? We have duplicate content on our own site. What should we do?
  • Diagnosing traffic drops via analytics and metrics. Being able to look at a rankings report, being able to look at analytics connecting those up and trying to see: Why did we go up or down? Did we have less pages being indexed, more pages being indexed, more pages getting traffic less, more keywords less?
  • Understanding advanced search parameters. Today, just today, I was checking out the related parameter in Google, which is fascinating for most sites. Well, for Moz, weirdly, related:oursite.com shows nothing. But for virtually every other sit, well, most other sites on the web, it does show some really interesting data, and you can see how Google is connecting up, essentially, intentions and topics from different sites and pages, which can be fascinating, could expose opportunities for links, could expose understanding of how they view your site versus your competition or who they think your competition is.

Then there are tons of parameters, like in URL and in anchor, and da, da, da, da. In anchor doesn’t work anymore, never mind about that one.

I have to go faster, because we’re just going to run out of these. Like, come on. Interpreting and leveraging data in Google Search Console. If you don’t know how to use that, Google could be telling you, you have all sorts of errors, and you don’t know what they are.

  • Leveraging topic modeling and extraction. Using all these cool tools that are coming out for better keyword research and better on-page targeting. I talked about a couple of those at MozCon, like MonkeyLearn. There’s the new Moz Context API, which will be coming out soon, around that. There’s the Alchemy API, which a lot of folks really like and use.
  • Identifying and extracting opportunities based on site crawls. You run a Screaming Frog crawl on your site and you’re going, “Oh, here’s all these problems and issues.” If you don’t have these technical skills, you can’t diagnose that. You can’t figure out what’s wrong. You can’t figure out what needs fixing, what needs addressing.
  • Using rich snippet format to stand out in the SERPs. This is just getting a better click-through rate, which can seriously help your site and obviously your traffic.
  • Applying Google-supported protocols like rel=canonical, meta description, rel=prev/next, hreflang, robots.txt, meta robots, x robots, NOODP, XML sitemaps, rel=nofollow. The list goes on and on and on. If you’re not technical, you don’t know what those are, you think you just need to write good content and lower your bounce rate, it’s not going to work.
  • Using APIs from services like AdWords or MozScape, or hrefs from Majestic, or SEM refs from SearchScape or Alchemy API. Those APIs can have powerful things that they can do for your site. There are some powerful problems they could help you solve if you know how to use them. It’s actually not that hard to write something, even inside a Google Doc or Excel, to pull from an API and get some data in there. There’s a bunch of good tutorials out there. Richard Baxter has one, Annie Cushing has one, I think Distilled has some. So really cool stuff there.
  • Diagnosing page load speed issues, which goes right to what Jayson was talking about. You need that fast-loading page. Well, if you don’t have any technical skills, you can’t figure out why your page might not be loading quickly.
  • Diagnosing mobile friendliness issues
  • Advising app developers on the new protocols around App deep linking, so that you can get the content from your mobile apps into the web search results on mobile devices. Awesome. Super powerful. Potentially crazy powerful, as mobile search is becoming bigger than desktop.

Okay, I’m going to take a deep breath and relax. I don’t know Jayson’s intention, and in fact, if he were in this room, he’d be like, “No, I totally agree with all those things. I wrote the article in a rush. I had no idea it was going to be big. I was just trying to make the broader points around you don’t have to be a coder in order to do SEO.” That’s completely fine.

So I’m not going to try and rain criticism down on him. But I think if you’re reading that article, or you’re seeing it in your feed, or your clients are, or your boss is, or other folks are in your world, maybe you can point them to this Whiteboard Friday and let them know, no, that’s not quite right. There’s a ton of technical SEO that is required in 2015 and will be for years to come, I think, that SEOs have to have in order to be effective at their jobs.

All right, everyone. Look forward to some great comments, and we’ll see you again next time for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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