SearchCap: Google Updates Local Guides, Bing Rewards On MSN & New AdWords Tests

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Google Using Points To Boost User Reviews, Beef Up Maps Content Nov 13, 2015 by Greg Sterling A couple of years ago, Google created a program in the mold of the…

Please visit Search Engine Land for the full article.

Reblogged 4 years ago from feeds.searchengineland.com

Stop Ghost Spam in Google Analytics with One Filter

Posted by CarloSeo

The spam in Google Analytics (GA) is becoming a serious issue. Due to a deluge of referral spam from social buttons, adult sites, and many, many other sources, people are starting to become overwhelmed by all the filters they are setting up to manage the useless data they are receiving.

The good news is, there is no need to panic. In this post, I’m going to focus on the most common mistakes people make when fighting spam in GA, and explain an efficient way to prevent it.

But first, let’s make sure we understand how spam works. A couple of months ago, Jared Gardner wrote an excellent article explaining what referral spam is, including its intended purpose. He also pointed out some great examples of referral spam.

Types of spam

The spam in Google Analytics can be categorized by two types: ghosts and crawlers.

Ghosts

The vast majority of spam is this type. They are called ghosts because they never access your site. It is important to keep this in mind, as it’s key to creating a more efficient solution for managing spam.

As unusual as it sounds, this type of spam doesn’t have any interaction with your site at all. You may wonder how that is possible since one of the main purposes of GA is to track visits to our sites.

They do it by using the Measurement Protocol, which allows people to send data directly to Google Analytics’ servers. Using this method, and probably randomly generated tracking codes (UA-XXXXX-1) as well, the spammers leave a “visit” with fake data, without even knowing who they are hitting.

Crawlers

This type of spam, the opposite to ghost spam, does access your site. As the name implies, these spam bots crawl your pages, ignoring rules like those found in robots.txt that are supposed to stop them from reading your site. When they exit your site, they leave a record on your reports that appears similar to a legitimate visit.

Crawlers are harder to identify because they know their targets and use real data. But it is also true that new ones seldom appear. So if you detect a referral in your analytics that looks suspicious, researching it on Google or checking it against this list might help you answer the question of whether or not it is spammy.

Most common mistakes made when dealing with spam in GA

I’ve been following this issue closely for the last few months. According to the comments people have made on my articles and conversations I’ve found in discussion forums, there are primarily three mistakes people make when dealing with spam in Google Analytics.

Mistake #1. Blocking ghost spam from the .htaccess file

One of the biggest mistakes people make is trying to block Ghost Spam from the .htaccess file.

For those who are not familiar with this file, one of its main functions is to allow/block access to your site. Now we know that ghosts never reach your site, so adding them here won’t have any effect and will only add useless lines to your .htaccess file.

Ghost spam usually shows up for a few days and then disappears. As a result, sometimes people think that they successfully blocked it from here when really it’s just a coincidence of timing.

Then when the spammers later return, they get worried because the solution is not working anymore, and they think the spammer somehow bypassed the barriers they set up.

The truth is, the .htaccess file can only effectively block crawlers such as buttons-for-website.com and a few others since these access your site. Most of the spam can’t be blocked using this method, so there is no other option than using filters to exclude them.

Mistake #2. Using the referral exclusion list to stop spam

Another error is trying to use the referral exclusion list to stop the spam. The name may confuse you, but this list is not intended to exclude referrals in the way we want to for the spam. It has other purposes.

For example, when a customer buys something, sometimes they get redirected to a third-party page for payment. After making a payment, they’re redirected back to you website, and GA records that as a new referral. It is appropriate to use referral exclusion list to prevent this from happening.

If you try to use the referral exclusion list to manage spam, however, the referral part will be stripped since there is no preexisting record. As a result, a direct visit will be recorded, and you will have a bigger problem than the one you started with since. You will still have spam, and direct visits are harder to track.

Mistake #3. Worrying that bounce rate changes will affect rankings

When people see that the bounce rate changes drastically because of the spam, they start worrying about the impact that it will have on their rankings in the SERPs.

bounce.png

This is another mistake commonly made. With or without spam, Google doesn’t take into consideration Google Analytics metrics as a ranking factor. Here is an explanation about this from Matt Cutts, the former head of Google’s web spam team.

And if you think about it, Cutts’ explanation makes sense; because although many people have GA, not everyone uses it.

Assuming your site has been hacked

Another common concern when people see strange landing pages coming from spam on their reports is that they have been hacked.

landing page

The page that the spam shows on the reports doesn’t exist, and if you try to open it, you will get a 404 page. Your site hasn’t been compromised.

But you have to make sure the page doesn’t exist. Because there are cases (not spam) where some sites have a security breach and get injected with pages full of bad keywords to defame the website.

What should you worry about?

Now that we’ve discarded security issues and their effects on rankings, the only thing left to worry about is your data. The fake trail that the spam leaves behind pollutes your reports.

It might have greater or lesser impact depending on your site traffic, but everyone is susceptible to the spam.

Small and midsize sites are the most easily impacted – not only because a big part of their traffic can be spam, but also because usually these sites are self-managed and sometimes don’t have the support of an analyst or a webmaster.

Big sites with a lot of traffic can also be impacted by spam, and although the impact can be insignificant, invalid traffic means inaccurate reports no matter the size of the website. As an analyst, you should be able to explain what’s going on in even in the most granular reports.

You only need one filter to deal with ghost spam

Usually it is recommended to add the referral to an exclusion filter after it is spotted. Although this is useful for a quick action against the spam, it has three big disadvantages.

  • Making filters every week for every new spam detected is tedious and time-consuming, especially if you manage many sites. Plus, by the time you apply the filter, and it starts working, you already have some affected data.
  • Some of the spammers use direct visits along with the referrals.
  • These direct hits won’t be stopped by the filter so even if you are excluding the referral you will sill be receiving invalid traffic, which explains why some people have seen an unusual spike in direct traffic.

Luckily, there is a good way to prevent all these problems. Most of the spam (ghost) works by hitting GA’s random tracking-IDs, meaning the offender doesn’t really know who is the target, and for that reason either the hostname is not set or it uses a fake one. (See report below)

Ghost-Spam.png

You can see that they use some weird names or don’t even bother to set one. Although there are some known names in the list, these can be easily added by the spammer.

On the other hand, valid traffic will always use a real hostname. In most of the cases, this will be the domain. But it also can also result from paid services, translation services, or any other place where you’ve inserted GA tracking code.

Valid-Referral.png

Based on this, we can make a filter that will include only hits that use real hostnames. This will automatically exclude all hits from ghost spam, whether it shows up as a referral, keyword, or pageview; or even as a direct visit.

To create this filter, you will need to find the report of hostnames. Here’s how:

  1. Go to the Reporting tab in GA
  2. Click on Audience in the lefthand panel
  3. Expand Technology and select Network
  4. At the top of the report, click on Hostname

Valid-list

You will see a list of all hostnames, including the ones that the spam uses. Make a list of all the valid hostnames you find, as follows:

  • yourmaindomain.com
  • blog.yourmaindomain.com
  • es.yourmaindomain.com
  • payingservice.com
  • translatetool.com
  • anotheruseddomain.com

For small to medium sites, this list of hostnames will likely consist of the main domain and a couple of subdomains. After you are sure you got all of them, create a regular expression similar to this one:

yourmaindomain\.com|anotheruseddomain\.com|payingservice\.com|translatetool\.com

You don’t need to put all of your subdomains in the regular expression. The main domain will match all of them. If you don’t have a view set up without filters, create one now.

Then create a Custom Filter.

Make sure you select INCLUDE, then select “Hostname” on the filter field, and copy your expression into the Filter Pattern box.

filter

You might want to verify the filter before saving to check that everything is okay. Once you’re ready, set it to save, and apply the filter to all the views you want (except the view without filters).

This single filter will get rid of future occurrences of ghost spam that use invalid hostnames, and it doesn’t require much maintenance. But it’s important that every time you add your tracking code to any service, you add it to the end of the filter.

Now you should only need to take care of the crawler spam. Since crawlers access your site, you can block them by adding these lines to the .htaccess file:

## STOP REFERRER SPAM 
RewriteCond %{HTTP_REFERER} semalt\.com [NC,OR] 
RewriteCond %{HTTP_REFERER} buttons-for-website\.com [NC] 
RewriteRule .* - [F]

It is important to note that this file is very sensitive, and misplacing a single character it it can bring down your entire site. Therefore, make sure you create a backup copy of your .htaccess file prior to editing it.

If you don’t feel comfortable messing around with your .htaccess file, you can alternatively make an expression with all the crawlers, then and add it to an exclude filter by Campaign Source.

Implement these combined solutions, and you will worry much less about spam contaminating your analytics data. This will have the added benefit of freeing up more time for you to spend actually analyze your valid data.

After stopping spam, you can also get clean reports from the historical data by using the same expressions in an Advance Segment to exclude all the spam.

Bonus resources to help you manage spam

If you still need more information to help you understand and deal with the spam on your GA reports, you can read my main article on the subject here: http://www.ohow.co/what-is-referrer-spam-how-stop-it-guide/.

Additional information on how to stop spam can be found at these URLs:

In closing, I am eager to hear your ideas on this serious issue. Please share them in the comments below.

(Editor’s Note: All images featured in this post were created by the author.)

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Reblogged 4 years ago from tracking.feedpress.it

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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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

​​Measure Your Mobile Rankings and Search Visibility in Moz Analytics

Posted by jon.white

We have launched a couple of new things in Moz Pro that we are excited to share with you all: Mobile Rankings and a Search Visibility score. If you want, you can jump right in by heading to a campaign and adding a mobile engine, or keep reading for more details!

Track your mobile vs. desktop rankings in Moz Analytics

Mobilegeddon came and went with slightly less fanfare than expected, somewhat due to the vast ‘Mobile Friendly’ updates we all did at super short notice (nice work everyone!). Nevertheless, mobile rankings visibility is now firmly on everyone’s radar, and will only become more important over time.

Now you can track your campaigns’ mobile rankings for all of the same keywords and locations you are tracking on desktop.

For this campaign my mobile visibility is almost 20% lower than my desktop visibility and falling;
I can drill down to find out why

Clicking on this will take you into a new Engines tab within your Keyword Rankings page where you can find a more detailed version of this chart as well as a tabular view by keyword for both desktop and mobile. Here you can also filter by label and location.

Here I can see Search Visibility across engines including mobile;
in this case, for my branded keywords.

We have given an extra engine to all campaigns

We’ve given customers an extra engine for each campaign, increasing the number from 3 to 4. Use the extra slot to add the mobile engine and unlock your mobile data!

We will begin to track mobile rankings within 24 hours of adding to a campaign. Once you are set up, you will notice a new chart on your dashboard showing visibility for Desktop vs. Mobile Search Visibility.

Measure your Search Visibility score vs. competitors

The overall Search Visibility for my campaign

Along with this change we have also added a Search Visibility score to your rankings data. Use your visibility score to track and report on your overall campaign ranking performance, compare to your competitors, and look for any large shifts that might indicate penalties or algorithm changes. For a deeper drill-down into your data you can also segment your visibility score by keyword labels or locations. Visit the rankings summary page on any campaign to get started.

How is Search Visibility calculated?

Good question!

The Search Visibility score is the percentage of clicks we estimate you receive based on your rankings positions, across all of your keywords.

We take each ranking position for each keyword, multiply by an estimated click-thru-rate, and then take the average of all of your keywords. You can think of it as the percentage of your SERPs that you own. The score is expressed as a percentage, though scores of 100% would be almost impossible unless you are tracking keywords using the “site:” modifier. It is probably more useful to measure yourself vs. your competitors rather than focus on the actual score, but, as a rule of thumb, mid-40s is probably the realistic maximum for non-branded keywords.

Jeremy, our Moz Analytics TPM, came up with this metaphor:

Think of the SERPs for your keywords as villages. Each position on the SERP is a plot of land in SERP-village. The Search Visibility score is the average amount of plots you own in each SERP-village. Prime real estate plots (i.e., better ranking positions, like #1) are worth more. A complete monopoly of real estate in SERP-village would equate to a score of 100%. The Search Visibility score equates to how much total land you own in all SERP-villages.

Some neat ways to use this feature

  • Label and group your keywords, particularly when you add them – As visibility score is an average of all of your keywords, when you add or remove keywords from your campaign you will likely see fluctuations in the score that are unrelated to performance. Solve this by getting in the habit of labeling keywords when you add them. Then segment your data by these labels to track performance of specific keyword groups over time.
  • See how location affects your mobile rankings – Using the Engines tab in Keyword Rankings, use the filters to select just local keywords. Look for big differences between Mobile and Desktop where Google might be assuming local intent for mobile searches but not for desktop. Check out how your competitors perform for these keywords. Can you use this data?

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Reblogged 4 years ago from tracking.feedpress.it

The Colossus Update: Waking The Giant

Posted by Dr-Pete

Yesterday morning, we woke up to a historically massive temperature spike on MozCast, after an unusually quiet weekend. The 10-day weather looked like this:

That’s 101.8°F, one of the hottest verified days on record, second only to a series of unconfirmed spikes in June of 2013. For reference, the first Penguin update clocked in at 93.1°.

Unfortunately, trying to determine how the algorithm changed from looking at individual keywords (even thousands of them) is more art than science, and even the art is more often Ms. Johnson’s Kindergarten class than Picasso. Sometimes, though, we catch a break and spot something.

The First Clue: HTTPS

When you watch enough SERPs, you start to realize that change is normal. So, the trick is to find the queries that changed a lot on the day in question but are historically quiet. Looking at a few of these, I noticed some apparent shake-ups in HTTP vs. HTTPS (secure) URLs. So, the question becomes: are these anecdotes, or do they represent a pattern?

I dove in and looked at how many URLs for our 10,000 page-1 SERPs were HTTPS over the past few days, and I saw this:

On the morning of June 17, HTTPS URLs on page 1 jumped from 16.9% to 18.4% (a 9.9% day-over-day increase), after trending up for a few days. This represents the total real-estate occupied by HTTPS URLs, but how did rankings fare? Here are the average rankings across all HTTPS results:

HTTPS URLs also seem to have gotten a rankings boost – dropping (with “dropping” being a positive thing) from an average of 2.96 to 2.79 in the space of 24 hours.

Seems pretty convincing, right? Here’s the problem: rankings don’t just change because Google changes the algorithm. We are, collectively, changing the web every minute of the day. Often, those changes are just background noise (and there’s a lot of noise), but sometimes a giant awakens.

The Second Clue: Wikipedia

Anecdotally, I noticed that some Wikipedia URLs seemed to be flipping from HTTP to HTTPS. I ran a quick count, and this wasn’t just a fluke. It turns out that Wikipedia started switching their entire site to HTTPS around June 12 (hat tip to Jan Dunlop). This change is expected to take a couple of weeks.

It’s just one site, though, right? Well, historically, this one site is the #1 largest land-holder across the SERP real-estate we track, with over 5% of the total page-1 URLs in our tracking data (5.19% as of June 17). Wikipedia is a giant, and its movements can shake the entire web.

So, how do we tease this apart? If Wikipedia’s URLs had simply flipped from HTTP to HTTPS, we should see a pretty standard pattern of shake-up. Those URLs would look to have changed, but the SERPS around them would be quiet. So, I ran an analysis of what the temperature would’ve been if we ignored the protocol (treating HTTP/HTTPS as the same). While slightly lower, that temperature was still a scorching 96.6°F.

Is it possible that Wikipedia moving to HTTPS also made the site eligible for a rankings boost from previous algorithm updates, thus disrupting page 1 without any code changes on Google’s end? Yes, it is possible – even a relatively small rankings boost for Wikipedia from the original HTTPS algorithm update could have a broad impact.

The Third Clue: Google?

So far, Google has only said that this was not a Panda update. There have been rumors that the HTTPS update would get a boost, as recently as SMX Advanced earlier this month, but no timeline was given for when that might happen.

Is it possible that Wikipedia’s publicly announced switch finally gave Google the confidence to boost the HTTPS signal? Again, yes, it’s possible, but we can only speculate at this point.

My gut feeling is that this was more than just a waking giant, even as powerful of a SERP force as Wikipedia has become. We should know more as their HTTPS roll-out continues and their index settles down. In the meantime, I think we can expect Google to become increasingly serious about HTTPS, even if what we saw yesterday turns out not to have been an algorithm update.

In the meantime, I’m going to melodramatically name this “The Colossus Update” because, well, it sounds cool. If this indeed was an algorithm update, I’m sure Google would prefer something sensible, like “HTTPS Update 2” or “Securageddon” (sorry, Gary).

Update from Google: Gary Illyes said that he’s not aware of an HTTPS update (via Twitter):

No comment on other updates, or the potential impact of a Wikipedia change. I feel strongly that there is an HTTPS connection in the data, but as I said – that doesn’t necessarily mean the algorithm changed.

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

Should I Use Relative or Absolute URLs? – Whiteboard Friday

Posted by RuthBurrReedy

It was once commonplace for developers to code relative URLs into a site. There are a number of reasons why that might not be the best idea for SEO, and in today’s Whiteboard Friday, Ruth Burr Reedy is here to tell you all about why.

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

Let’s discuss some non-philosophical absolutes and relatives

Howdy, Moz fans. My name is Ruth Burr Reedy. You may recognize me from such projects as when I used to be the Head of SEO at Moz. I’m now the Senior SEO Manager at BigWing Interactive in Oklahoma City. Today we’re going to talk about relative versus absolute URLs and why they are important.

At any given time, your website can have several different configurations that might be causing duplicate content issues. You could have just a standard http://www.example.com. That’s a pretty standard format for a website.

But the main sources that we see of domain level duplicate content are when the non-www.example.com does not redirect to the www or vice-versa, and when the HTTPS versions of your URLs are not forced to resolve to HTTP versions or, again, vice-versa. What this can mean is if all of these scenarios are true, if all four of these URLs resolve without being forced to resolve to a canonical version, you can, in essence, have four versions of your website out on the Internet. This may or may not be a problem.

It’s not ideal for a couple of reasons. Number one, duplicate content is a problem because some people think that duplicate content is going to give you a penalty. Duplicate content is not going to get your website penalized in the same way that you might see a spammy link penalty from Penguin. There’s no actual penalty involved. You won’t be punished for having duplicate content.

The problem with duplicate content is that you’re basically relying on Google to figure out what the real version of your website is. Google is seeing the URL from all four versions of your website. They’re going to try to figure out which URL is the real URL and just rank that one. The problem with that is you’re basically leaving that decision up to Google when it’s something that you could take control of for yourself.

There are a couple of other reasons that we’ll go into a little bit later for why duplicate content can be a problem. But in short, duplicate content is no good.

However, just having these URLs not resolve to each other may or may not be a huge problem. When it really becomes a serious issue is when that problem is combined with injudicious use of relative URLs in internal links. So let’s talk a little bit about the difference between a relative URL and an absolute URL when it comes to internal linking.

With an absolute URL, you are putting the entire web address of the page that you are linking to in the link. You’re putting your full domain, everything in the link, including /page. That’s an absolute URL.

However, when coding a website, it’s a fairly common web development practice to instead code internal links with what’s called a relative URL. A relative URL is just /page. Basically what that does is it relies on your browser to understand, “Okay, this link is pointing to a page that’s on the same domain that we’re already on. I’m just going to assume that that is the case and go there.”

There are a couple of really good reasons to code relative URLs

1) It is much easier and faster to code.

When you are a web developer and you’re building a site and there thousands of pages, coding relative versus absolute URLs is a way to be more efficient. You’ll see it happen a lot.

2) Staging environments

Another reason why you might see relative versus absolute URLs is some content management systems — and SharePoint is a great example of this — have a staging environment that’s on its own domain. Instead of being example.com, it will be examplestaging.com. The entire website will basically be replicated on that staging domain. Having relative versus absolute URLs means that the same website can exist on staging and on production, or the live accessible version of your website, without having to go back in and recode all of those URLs. Again, it’s more efficient for your web development team. Those are really perfectly valid reasons to do those things. So don’t yell at your web dev team if they’ve coded relative URLS, because from their perspective it is a better solution.

Relative URLs will also cause your page to load slightly faster. However, in my experience, the SEO benefits of having absolute versus relative URLs in your website far outweigh the teeny-tiny bit longer that it will take the page to load. It’s very negligible. If you have a really, really long page load time, there’s going to be a whole boatload of things that you can change that will make a bigger difference than coding your URLs as relative versus absolute.

Page load time, in my opinion, not a concern here. However, it is something that your web dev team may bring up with you when you try to address with them the fact that, from an SEO perspective, coding your website with relative versus absolute URLs, especially in the nav, is not a good solution.

There are even better reasons to use absolute URLs

1) Scrapers

If you have all of your internal links as relative URLs, it would be very, very, very easy for a scraper to simply scrape your whole website and put it up on a new domain, and the whole website would just work. That sucks for you, and it’s great for that scraper. But unless you are out there doing public services for scrapers, for some reason, that’s probably not something that you want happening with your beautiful, hardworking, handcrafted website. That’s one reason. There is a scraper risk.

2) Preventing duplicate content issues

But the other reason why it’s very important to have absolute versus relative URLs is that it really mitigates the duplicate content risk that can be presented when you don’t have all of these versions of your website resolving to one version. Google could potentially enter your site on any one of these four pages, which they’re the same page to you. They’re four different pages to Google. They’re the same domain to you. They are four different domains to Google.

But they could enter your site, and if all of your URLs are relative, they can then crawl and index your entire domain using whatever format these are. Whereas if you have absolute links coded, even if Google enters your site on www. and that resolves, once they crawl to another page, that you’ve got coded without the www., all of that other internal link juice and all of the other pages on your website, Google is not going to assume that those live at the www. version. That really cuts down on different versions of each page of your website. If you have relative URLs throughout, you basically have four different websites if you haven’t fixed this problem.

Again, it’s not always a huge issue. Duplicate content, it’s not ideal. However, Google has gotten pretty good at figuring out what the real version of your website is.

You do want to think about internal linking, when you’re thinking about this. If you have basically four different versions of any URL that anybody could just copy and paste when they want to link to you or when they want to share something that you’ve built, you’re diluting your internal links by four, which is not great. You basically would have to build four times as many links in order to get the same authority. So that’s one reason.

3) Crawl Budget

The other reason why it’s pretty important not to do is because of crawl budget. I’m going to point it out like this instead.

When we talk about crawl budget, basically what that is, is every time Google crawls your website, there is a finite depth that they will. There’s a finite number of URLs that they will crawl and then they decide, “Okay, I’m done.” That’s based on a few different things. Your site authority is one of them. Your actual PageRank, not toolbar PageRank, but how good Google actually thinks your website is, is a big part of that. But also how complex your site is, how often it’s updated, things like that are also going to contribute to how often and how deep Google is going to crawl your site.

It’s important to remember when we think about crawl budget that, for Google, crawl budget cost actual dollars. One of Google’s biggest expenditures as a company is the money and the bandwidth it takes to crawl and index the Web. All of that energy that’s going into crawling and indexing the Web, that lives on servers. That bandwidth comes from servers, and that means that using bandwidth cost Google actual real dollars.

So Google is incentivized to crawl as efficiently as possible, because when they crawl inefficiently, it cost them money. If your site is not efficient to crawl, Google is going to save itself some money by crawling it less frequently and crawling to a fewer number of pages per crawl. That can mean that if you have a site that’s updated frequently, your site may not be updating in the index as frequently as you’re updating it. It may also mean that Google, while it’s crawling and indexing, may be crawling and indexing a version of your website that isn’t the version that you really want it to crawl and index.

So having four different versions of your website, all of which are completely crawlable to the last page, because you’ve got relative URLs and you haven’t fixed this duplicate content problem, means that Google has to spend four times as much money in order to really crawl and understand your website. Over time they’re going to do that less and less frequently, especially if you don’t have a really high authority website. If you’re a small website, if you’re just starting out, if you’ve only got a medium number of inbound links, over time you’re going to see your crawl rate and frequency impacted, and that’s bad. We don’t want that. We want Google to come back all the time, see all our pages. They’re beautiful. Put them up in the index. Rank them well. That’s what we want. So that’s what we should do.

There are couple of ways to fix your relative versus absolute URLs problem

1) Fix what is happening on the server side of your website

You have to make sure that you are forcing all of these different versions of your domain to resolve to one version of your domain. For me, I’m pretty agnostic as to which version you pick. You should probably already have a pretty good idea of which version of your website is the real version, whether that’s www, non-www, HTTPS, or HTTP. From my view, what’s most important is that all four of these versions resolve to one version.

From an SEO standpoint, there is evidence to suggest and Google has certainly said that HTTPS is a little bit better than HTTP. From a URL length perspective, I like to not have the www. in there because it doesn’t really do anything. It just makes your URLs four characters longer. If you don’t know which one to pick, I would pick one this one HTTPS, no W’s. But whichever one you pick, what’s really most important is that all of them resolve to one version. You can do that on the server side, and that’s usually pretty easy for your dev team to fix once you tell them that it needs to happen.

2) Fix your internal links

Great. So you fixed it on your server side. Now you need to fix your internal links, and you need to recode them for being relative to being absolute. This is something that your dev team is not going to want to do because it is time consuming and, from a web dev perspective, not that important. However, you should use resources like this Whiteboard Friday to explain to them, from an SEO perspective, both from the scraper risk and from a duplicate content standpoint, having those absolute URLs is a high priority and something that should get done.

You’ll need to fix those, especially in your navigational elements. But once you’ve got your nav fixed, also pull out your database or run a Screaming Frog crawl or however you want to discover internal links that aren’t part of your nav, and make sure you’re updating those to be absolute as well.

Then you’ll do some education with everybody who touches your website saying, “Hey, when you link internally, make sure you’re using the absolute URL and make sure it’s in our preferred format,” because that’s really going to give you the most bang for your buck per internal link. So do some education. Fix your internal links.

Sometimes your dev team going to say, “No, we can’t do that. We’re not going to recode the whole nav. It’s not a good use of our time,” and sometimes they are right. The dev team has more important things to do. That’s okay.

3) Canonicalize it!

If you can’t get your internal links fixed or if they’re not going to get fixed anytime in the near future, a stopgap or a Band-Aid that you can kind of put on this problem is to canonicalize all of your pages. As you’re changing your server to force all of these different versions of your domain to resolve to one, at the same time you should be implementing the canonical tag on all of the pages of your website to self-canonize. On every page, you have a canonical page tag saying, “This page right here that they were already on is the canonical version of this page. ” Or if there’s another page that’s the canonical version, then obviously you point to that instead.

But having each page self-canonicalize will mitigate both the risk of duplicate content internally and some of the risk posed by scrappers, because when they scrape, if they are scraping your website and slapping it up somewhere else, those canonical tags will often stay in place, and that lets Google know this is not the real version of the website.

In conclusion, relative links, not as good. Absolute links, those are the way to go. Make sure that you’re fixing these very common domain level duplicate content problems. If your dev team tries to tell you that they don’t want to do this, just tell them I sent you. Thanks guys.

Video transcription by Speechpad.com

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Reblogged 4 years ago from tracking.feedpress.it