3 practical local link building ideas that will cure your Penguinitis

Penguin caused many in the local SEO world to become wary of link building, but there are still plenty of white-hat methods to garner links to local businesses. Columnist Will Scott explores three such tactics.

The post 3 practical local link building ideas that will cure your Penguinitis appeared…

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Reblogged 3 years ago from feeds.searchengineland.com

SearchCap: Local SEO, Link Building & Negative Keywords

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Local SEO, Link Building & Negative Keywords appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 4 years ago from feeds.searchengineland.com

Distance from Perfect

Posted by wrttnwrd

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

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

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

But you and I know it’s complete bullshit.

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

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

I have this friend.

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

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

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

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

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

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

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

He started like this:

And ended up like this:
more posts, no rankings

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

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

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

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

Why change this thing and not that thing?

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

Cue crazy music.

SEO lacks clarity

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

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

Distance from perfect brings clarity to tactics and strategy

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

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

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

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

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

Breaking it down:

“Change, tactic, or strategy”

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

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

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

“Perfect”

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

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

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

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

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

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

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

“All other things being equal”

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

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

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

“Closer to perfect than my competitors”

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

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

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

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

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

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

Sites that are “fine” are pretty far from perfect

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

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

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

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

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

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

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

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

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

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

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

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

Not just SEO

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

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

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

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

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

Hell, you might even please a customer or two.

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

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 4 years ago from tracking.feedpress.it

​The 2015 Online Marketing Industry Survey

Posted by Dr-Pete

It’s been another wild year in search marketing. Mobilegeddon crushed our Twitter streams, but not our dreams, and Matt Cutts stepped out of the spotlight to make way for an uncertain Google future. Pandas and Penguins continue to torment us, but most days, like anyone else, we were just trying to get the job done and earn a living.

This year, over 3,600 brave souls, each one more intelligent and good-looking than the last, completed our survey. While the last survey was technically “2014”, we collected data for it in late 2013, so the 2015 survey reflects about 18 months of industry changes.

A few highlights

Let’s dig in. Almost half (49%) of our 2015 respondents involved in search marketing were in-house marketers. In-house teams still tend to be small – 71% of our in-house marketers reported only 1-3 people in their company being involved in search marketing at least quarter-time. These teams do have substantial influence, though, with 86% reporting that they were involved in purchasing decisions.

Agency search marketers reported larger teams and more diverse responsibilities. More than one-third (36%) of agency marketers in our survey reported working with more than 20 clients in the previous year. Agencies covered a wide range of services, with the top 5 being:

More than four-fifths (81%) of agency respondents reported providing both SEO and SEM services for clients. Please note that respondents could select more than one service/tool/etc., so the charts in this post will not add up to 100%.

The vast majority of respondents (85%) reported being directly involved with content marketing, which was on par with 2014. Nearly two-thirds (66%) of agency content marketers reported “Content for SEO purposes” as their top activity, although “Building Content Strategy” came in a solid second at 44% of respondents.

Top tools

Where do we get such wonderful toys? We marketers love our tools, so let’s take a look at the Top 10 tools across a range of categories. Please note that this survey was conducted here on Moz, and our audience certainly has a pro-Moz slant.

Up first, here are the Top 10 SEO tools in our survey:

Just like last time, Google Webmaster Tools (now “Search Console”) leads the way. Moz Pro and Majestic slipped a little bit, and Firebug fell out of the Top 10. The core players remained fairly stable.

Here are the Top 10 Content tools in our survey:

Even with its uncertain future, Google Alerts continues to be widely used. There are a lot of newcomers to the content tools world, so year-over-year comparisons are tricky. Expect even more players in this market in the coming year.

Following are our respondents’ Top 10 analytics tools:

For an industry that complains about Google so much, we sure do seem to love their stuff. Google Analytics dominates, crushing the enterprise players, at least in the mid-market. KISSmetrics gained solid ground (from the #10 spot last time), while home-brewed tools slipped a bit. CrazyEgg and WordPress Stats remain very popular since our last survey.

Finally, here are the Top 10 social tools used by our respondents:

Facebook Insights and Hootsuite retained the top spots from last year, but newcomer Twitter Analytics rocketed into the #3 position. LinkedIn Insights emerged as a strong contender, too. Overall usage of all social tools increased. Tweetdeck held the #6 spot in 2014, with 19% usage, but dropped to #10 this year, even bumping up slightly to 20%.

Of course, digging into social tools naturally begs the question of which social networks are at the top of our lists.

The Top 6 are unchanged since our last survey, and it’s clear that the barriers to entry to compete with the big social networks are only getting higher. Instagram doubled its usage (from 11% of respondents last time), but this still wasn’t enough to overtake Pinterest. Reddit and Quora saw steady growth, and StumbleUpon slipped out of the Top 10.

Top activities

So, what exactly do we do with these tools and all of our time? Across all online marketers in our survey, the Top 5 activities were:

For in-house marketers, “Site Audits” dropped to the #6 position and “Brand Strategy” jumped up to the #3 spot. Naturally, in-house marketers have more resources to focus on strategy.

For agencies and consultants, “Site Audits” bumped up to #2, and “Managing People” pushed down social media to take the #5 position. Larger agency teams require more traditional people wrangling.

Here’s a much more detailed breakdown of how we spend our time in 2015:

In terms of overall demand for services, the Top 5 winners (calculated by % reporting increase – % reporting decrease were):

Demand for CRO is growing at a steady clip, but analytics still leads the way. Both “Content Creation” (#2) and “Content Curation” (#6) showed solid demand increases.

Some categories reported both gains and losses – 30% of respondents reported increased demand for “Link Building”, while 20% reported decreased demand. Similarly, 20% reported increased demand for “Link Removal”, while almost as many (17%) reported decreased demand. This may be a result of overall demand shifts, or it may represent more specialization by agencies and consultants.

What’s in store for 2016?

It’s clear that our job as online marketers is becoming more diverse, more challenging, and more strategic. We have to have a command of a wide array of tools and tactics, and that’s not going to slow down any time soon. On the bright side, companies are more aware of what we do, and they’re more willing to spend the money to have it done. Our evolution has barely begun as an industry, and you can expect more changes and growth in the coming year.

Raw data download

If you’d like to take a look through the raw results from this year’s survey (we’ve removed identifying information like email addresses from all responses), we’ve got that for you here:

Download the raw results

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Reblogged 4 years ago from tracking.feedpress.it

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

Posted by jamiejpress

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

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

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

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

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

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

keyword_planner.png

Step 2: Check the competition and find an edge

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

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

top_ranking_page.png

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

So that’s what I do.

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

client_content.png

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

Step 3: Find the right way to market the content

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

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

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

Okay, what about the results?

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

referral_traffic.png

organic_traffic.jpg

Yeah, yeah, but what about keyword rankings?

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

ranking.jpg

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

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

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 4 years ago from tracking.feedpress.it

Why Good Unique Content Needs to Die – Whiteboard Friday

Posted by randfish

We all know by now that not just any old content is going to help us rank in competitive SERPs. We often hear people talking about how it takes “good, unique content.” That’s the wrong bar. In today’s Whiteboard Friday, Rand talks about where we should be aiming, and how to get there.

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

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about something that I really have a problem with in the SEO world, and that is the phrase “good, unique content.” I’ll tell you why this troubles me so much. It’s because I get so many emails, I hear so many times at conferences and events with people I meet, with folks I talk to in the industry saying, “Hey, we created some good, unique content, but we don’t seem to be performing well in search.” My answer back to that is always that is not the bar for entry into SEO. That is not the bar for ranking.

The content quality scale

So I made this content quality scale to help illustrate what I’m talking about here. You can see that it starts all the way up at 10x, and down here I’ve got Panda Invasion. So quality, like Google Panda is coming for your site, it’s going to knock you out of the rankings. It’s going to penalize you, like your content is thin and largely useless.

Then you go up a little bit, and it’s like, well four out of five searchers find it pretty bad. They clicked the Back button. Maybe one out of five is thinking, “Well, this is all right. This solves my most basic problems.”

Then you get one level higher than that, and you have good, unique content, which I think many folks think of as where they need to get to. It’s essentially, hey, it’s useful enough. It answers the searcher’s query. It’s unique from any other content on the Web. If you read it, you wouldn’t vomit. It’s good enough, right? Good, unique content.

Problem is almost everyone can get here. They really can. It’s not a high bar, a high barrier to entry to say you need good, unique content. In fact, it can scale. So what I see lots of folks doing is they look at a search result or a set of search results in their industry. Say you’re in travel and vacations, and you look at these different countries and you’re going to look at the hotels or recommendations in those countries and then see all the articles there. You go, “Yeah, you know what, I think we could do something as good as what’s up there or almost.” Well, okay, that puts you in the range. That’s good, unique content.

But in my opinion, the minimum bar today for modern SEO is a step higher, and that is as good as the best in the search results on the search results page. If you can’t consistently say, “We’re the best result that a searcher could find in the search results,” well then, guess what? You’re not going to have an opportunity to rank. It’s much, much harder to get into those top 10 positions, page 1, page 2 positions than it was in the past because there are so many ranking signals that so many of these websites have already built up over the last 5, 10, 15 years that you need to go above and beyond.

Really, where I want folks to go and where I always expect content from Moz to go is here, and that is 10x, 10 times better than anything I can find in the search results today. If I don’t think I can do that, then I’m not going to try and rank for those keywords. I’m just not going to pursue it. I’m going to pursue content in areas where I believe I can create something 10 times better than the best result out there.

What changed?

Why is this? What changed? Well, a bunch of things actually.

  • User experience became a much bigger element in the ranking algorithms, and that’s direct influences, things that we’ve talked about here on Whiteboard Friday before like pogo-sticking, and lots of indirect ones like the links that you earn based on the user experience that you provide and Google rendering pages, Google caring about load speed and device rendering, mobile friendliness, all these kinds of things.
  • Earning links overtook link building. It used to be you put out a page and you built a bunch of links to it. Now that doesn’t so much work anymore because Google is very picky about the links that it’s going to consider. If you can’t earn links naturally, not only can you not get links fast enough and not get good ones, but you also are probably earning links that Google doesn’t even want to count or may even penalize you for. It’s nearly impossible to earn links with just good, unique content. If there’s something better out there on page one of the search results, why would they even bother to link to you? Someone’s going to do a search, and they’re going to find something else to link to, something better.
  • Third, the rise of content marketing over the last five, six years has meant that there’s just a lot more competition. This field is a lot more crowded than it used to be, with many people trying to get to a higher and higher quality bar.
  • Finally, as a result of many of these things, user expectations have gone crazy. Users expect pages to load insanely fast, even on mobile devices, even when their connection’s slow. They expect it to look great. They expect to be provided with an answer almost instantaneously. The quality of results that Google has delivered and the quality of experience that sites like Facebook, which everyone is familiar with, are delivering means that our brains have rewired themselves to expect very fast, very high quality results consistently.

How do we create “10x” content?

So, because of all these changes, we need a process. We need a process to choose, to figure out how we can get to 10x content, not good, unique content, 10x content. A process that I often like to use — this probably is not the only one, but you’re welcome to use it if you find it valuable — is to go, “All right, you know what? I’m going to perform some of these search queries.”

By the way, I would probably perform the search query in two places. One is in Google and their search results, and the other is actually in BuzzSumo, which I think is a great tool for this, where I can see the content that has been most shared. So if you haven’t already, check out BuzzSumo.com.

I might search for something like Costa Rica ecolodges, which I might be considering a Costa Rica vacation at some point in the future. I look at these top ranking results, probably the whole top 10 as well as the most shared content on social media.

Then I’m going to ask myself these questions;

  • What questions are being asked and answered by these search results?
  • What sort of user experience is provided? I look at this in terms of speed, in terms of mobile friendliness, in terms of rendering, in terms of layout and design quality, in terms of what’s required from the user to be able to get the information? Is it all right there, or do I need to click? Am I having trouble finding things?
  • What’s the detail and thoroughness of the information that’s actually provided? Is it lacking? Is it great?
  • What about use of visuals? Visual content can often take best in class all the way up to 10x if it’s done right. So I might check out the use of visuals.
  • The quality of the writing.
  • I’m going to look at information and data elements. Where are they pulling from? What are their sources? What’s the quality of that stuff? What types of information is there? What types of information is missing?

In fact, I like to ask, “What’s missing?” a lot.

From this, I can determine like, hey, here are the strengths and weaknesses of who’s getting all of the social shares and who’s ranking well, and here’s the delta between me and them today. This is the way that I can be 10 times better than the best results in there.

If you use this process or a process like this and you do this type of content auditing and you achieve this level of content quality, you have a real shot at rankings. One of the secret reasons for that is that the effort axis that I have here, like I go to Fiverr, I get Panda invasion. I make the intern write it. This is going to take a weekend to build versus there’s no way to scale this content.

This is a super power. When your competitors or other folks in the field look and say, “Hey, there’s no way that we can scale content quality like this. It’s just too much effort. We can’t keep producing it at this level,” well, now you have a competitive advantage. You have something that puts you in a category by yourself and that’s very hard for competitors to catch up to. It’s a huge advantage in search, in social, on the Web as a whole.

All right everyone, hope you’ve enjoyed this edition of Whiteboard Friday, and we’ll see you again next week. Take care.

Video transcription by Speechpad.com

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Reblogged 4 years ago from tracking.feedpress.it

Thanks to our Majestic Brand Ambassadors

Majestic Brand Ambassadors are located all around the world and are individuals who are not only well recognised within their field, but have also shown a commitment to Majestic in one form or another. They have a willingness to promote the data and benefits of link building, give tips on SEO and pointers on how…

The post Thanks to our Majestic Brand Ambassadors appeared first on Majestic Blog.

Reblogged 4 years ago from blog.majestic.com

How Much Has Link Building Changed in Recent Years?

Posted by Paddy_Moogan

I get asked this question a lot. It’s mainly asked by people who are considering buying my link building book and want to know whether it’s still up to date. This is understandable given that the first edition was published in February 2013 and our industry has a deserved reputation for always changing.

I find myself giving the same answer, even though I’ve been asked it probably dozens of times in the last two years—”not that much”. I don’t think this is solely due to the book itself standing the test of time, although I’ll happily take a bit of credit for that 🙂 I think it’s more a sign of our industry as a whole not changing as much as we’d like to think.

I started to question myself and if I was right and honestly, it’s one of the reasons it has taken me over two years to release the second edition of the book.

So I posed this question to a group of friends not so long ago, some via email and some via a Facebook group. I was expecting to be called out by many of them because my position was that in reality, it hasn’t actually changed that much. The thing is, many of them agreed and the conversations ended with a pretty long thread with lots of insights. In this post, I’d like to share some of them, share what my position is and talk about what actually has changed.

My personal view

Link building hasn’t changed as much we think it has.

The core principles of link building haven’t changed. The signals around link building have changed, but mainly around new machine learning developments that have indirectly affected what we do. One thing that has definitely changed is the mindset of SEOs (and now clients) towards link building.

I think the last big change to link building came in April 2012 when Penguin rolled out. This genuinely did change our industry and put to bed a few techniques that should never have worked so well in the first place.

Since then, we’ve seen some things change, but the core principles haven’t changed if you want to build a business that will be around for years to come and not run the risk of being hit by a link related Google update. For me, these principles are quite simple:

  • You need to deserve links – either an asset you create or your product
  • You need to put this asset in front of a relevant audience who have the ability to share it
  • You need consistency – one new asset every year is unlikely to cut it
  • Anything that scales is at risk

For me, the move towards user data driving search results + machine learning has been the biggest change we’ve seen in recent years and it’s still going.

Let’s dive a bit deeper into all of this and I’ll talk about how this relates to link building.

The typical mindset for building links has changed

I think that most SEOs are coming round to the idea that you can’t get away with building low quality links any more, not if you want to build a sustainable, long-term business. Spammy link building still works in the short-term and I think it always will, but it’s much harder than it used to be to sustain websites that are built on spam. The approach is more “churn and burn” and spammers are happy to churn through lots of domains and just make a small profit on each one before moving onto another.

For everyone else, it’s all about the long-term and not putting client websites at risk.

This has led to many SEOs embracing different forms of link building and generally starting to use content as an asset when it comes to attracting links. A big part of me feels that it was actually Penguin in 2012 that drove the rise of content marketing amongst SEOs, but that’s a post for another day…! For today though, this goes some way towards explain the trend we see below.

Slowly but surely, I’m seeing clients come to my company already knowing that low quality link building isn’t what they want. It’s taken a few years after Penguin for it to filter down to client / business owner level, but it’s definitely happening. This is a good thing but unfortunately, the main reason for this is that most of them have been burnt in the past by SEO companies who have built low quality links without giving thought to building good quality ones too.

I have no doubt that it’s this change in mindset which has led to trends like this:

The thing is, I don’t think this was by choice.

Let’s be honest. A lot of us used the kind of link building tactics that Google no longer like because they worked. I don’t think many SEOs were under the illusion that it was genuinely high quality stuff, but it worked and it was far less risky to do than it is today. Unless you were super-spammy, the low-quality links just worked.

Fast forward to a post-Penguin world, things are far more risky. For me, it’s because of this that we see the trends like the above. As an industry, we had the easiest link building methods taken away from us and we’re left with fewer options. One of the main options is content marketing which, if you do it right, can lead to good quality links and importantly, the types of links you won’t be removing in the future. Get it wrong and you’ll lose budget and lose the trust if your boss or client in the power of content when it comes to link building.

There are still plenty of other methods to build links and sometimes we can forget this. Just look at this epic list from Jon Cooper. Even with this many tactics still available to us, it’s hard work. Way harder than it used to be.

My summary here is that as an industry, our mindset has shifted but it certainly wasn’t a voluntary shift. If the tactics that Penguin targeted still worked today, we’d still be using them.

A few other opinions…

I definitely think too many people want the next easy win. As someone surfing the edge of what Google is bringing our way, here’s my general take—SEO, in broad strokes, is changing a lot, *but* any given change is more and more niche and impacts fewer people. What we’re seeing isn’t radical, sweeping changes that impact everyone, but a sort of modularization of SEO, where we each have to be aware of what impacts our given industries, verticals, etc.”

Dr. Pete

 

I don’t feel that techniques for acquiring links have changed that much. You can either earn them through content and outreach or you can just buy them. What has changed is the awareness of “link building” outside of the SEO community. This makes link building / content marketing much harder when pitching to journalists and even more difficult when pitching to bloggers.

“Link building has to be more integrated with other channels and struggles to work in its own environment unless supported by brand, PR and social. Having other channels supporting your link development efforts also creates greater search signals and more opportunity to reach a bigger audience which will drive a greater ROI.

Carl Hendy

 

SEO has grown up in terms of more mature staff and SEOs becoming more ingrained into businesses so there is a smarter (less pressure) approach. At the same time, SEO has become more integrated into marketing and has made marketing teams and decision makers more intelligent in strategies and not pushing for the quick win. I’m also seeing that companies who used to rely on SEO and building links have gone through IPOs and the need to build 1000s of links per quarter has rightly reduced.

Danny Denhard

Signals that surround link building have changed

There is no question about this one in my mind. I actually wrote about this last year in my previous blog post where I talked about signals such as anchor text and deep links changing over time.

Many of the people I asked felt the same, here are some quotes from them, split out by the types of signal.

Domain level link metrics

I think domain level links have become increasingly important compared with page level factors, i.e. you can get a whole site ranking well off the back of one insanely strong page, even with sub-optimal PageRank flow from that page to the rest of the site.

Phil Nottingham

I’d agree with Phil here and this is what I was getting at in my previous post on how I feel “deep links” will matter less over time. It’s not just about domain level links here, it’s just as much about the additional signals available for Google to use (more on that later).

Anchor text

I’ve never liked anchor text as a link signal. I mean, who actually uses exact match commercial keywords as anchor text on the web?

SEOs. 🙂

Sure there will be natural links like this, but honestly, I struggle with the idea that it took Google so long to start turning down the dial on commercial anchor text as a ranking signal. They are starting to turn it down though, slowly but surely. Don’t get me wrong, it still matters and it still works. But like pure link spam, the barrier is a lot more lower now in terms what of constitutes too much.

Rand feels that they matter more than we’d expect and I’d mostly agree with this statement:

Exact match anchor text links still have more power than you’d expect—I think Google still hasn’t perfectly sorted what is “brand” or “branded query” from generics (i.e. they want to start ranking a new startup like meldhome.com for “Meld” if the site/brand gets popular, but they can’t quite tell the difference between that and https://moz.com/learn/seo/redirection getting a few manipulative links that say “redirect”)

Rand Fishkin

What I do struggle with though, is that Google still haven’t figured this out and that short-term, commercial anchor text spam is still so effective. Even for a short burst of time.

I don’t think link building as a concept has changed loads—but I think links as a signal have, mainly because of filters and penalties but I don’t see anywhere near the same level of impact from coverage anymore, even against 18 months ago.

Paul Rogers

New signals have been introduced

It isn’t just about established signals changing though, there are new signals too and I personally feel that this is where we’ve seen the most change in Google algorithms in recent years—going all the way back to Panda in 2011.

With Panda, we saw a new level of machine learning where it almost felt like Google had found a way of incorporating human reaction / feelings into their algorithms. They could then run this against a website and answer questions like the ones included in this post. Things such as:

  • “Would you be comfortable giving your credit card information to this site?”
  • “Does this article contain insightful analysis or interesting information that is beyond obvious?”
  • “Are the pages produced with great care and attention to detail vs. less attention to detail?”

It is a touch scary that Google was able to run machine learning against answers to questions like this and write an algorithm to predict the answers for any given page on the web. They have though and this was four years ago now.

Since then, they’ve made various moves to utilize machine learning and AI to build out new products and improve their search results. For me, this was one of the biggest and went pretty unnoticed by our industry. Well, until Hummingbird came along I feel pretty sure that we have Ray Kurzweil to thank for at least some of that.

There seems to be more weight on theme/topic related to sites, though it’s hard to tell if this is mostly link based or more user/usage data based. Google is doing a good job of ranking sites and pages that don’t earn the most links but do provide the most relevant/best answer. I have a feeling they use some combination of signals to say “people who perform searches like this seem to eventually wind up on this website—let’s rank it.” One of my favorite examples is the Audubon Society ranking for all sorts of birding-related searches with very poor keyword targeting, not great links, etc. I think user behavior patterns are stronger in the algo than they’ve ever been.

– Rand Fishkin

Leading on from what Rand has said, it’s becoming more and more common to see search results that just don’t make sense if you look at the link metrics—but are a good result.

For me, the move towards user data driving search results + machine learning advanced has been the biggest change we’ve seen in recent years and it’s still going.

Edit: since drafting this post, Tom Anthony released this excellent blog post on his views on the future of search and the shift to data-driven results. I’d recommend reading that as it approaches this whole area from a different perspective and I feel that an off-shoot of what Tom is talking about is the impact on link building.

You may be asking at this point, what does machine learning have to do with link building?

Everything. Because as strong as links are as a ranking signal, Google want more signals and user signals are far, far harder to manipulate than established link signals. Yes it can be done—I’ve seen it happen. There have even been a few public tests done. But it’s very hard to scale and I’d venture a guess that only the top 1% of spammers are capable of doing it, let alone maintaining it for a long period of time. When I think about the process for manipulation here, I actually think we go a step beyond spammers towards hackers and more cut and dry illegal activity.

For link building, this means that traditional methods of manipulating signals are going to become less and less effective as these user signals become stronger. For us as link builders, it means we can’t keep searching for that silver bullet or the next method of scaling link building just for an easy win. The fact is that scalable link building is always going to be at risk from penalization from Google—I don’t really want to live a life where I’m always worried about my clients being hit by the next update. Even if Google doesn’t catch up with a certain method, machine learning and user data mean that these methods may naturally become less effective and cost efficient over time.

There are of course other things such as social signals that have come into play. I certainly don’t feel like these are a strong ranking factor yet, but with deals like this one between Google and Twitter being signed, I wouldn’t be surprised if that ever-growing dataset is used at some point in organic results. The one advantage that Twitter has over Google is it’s breaking news freshness. Twitter is still way quicker at breaking news than Google is—140 characters in a tweet is far quicker than Google News! Google know this which is why I feel they’ve pulled this partnership back into existence after a couple of years apart.

There is another important point to remember here and it’s nicely summarised by Dr. Pete:

At the same time, as new signals are introduced, these are layers not replacements. People hear social signals or user signals or authorship and want it to be the link-killer, because they already fucked up link-building, but these are just layers on top of on-page and links and all of the other layers. As each layer is added, it can verify the layers that came before it and what you need isn’t the magic signal but a combination of signals that generally matches what Google expects to see from real, strong entities. So, links still matter, but they matter in concert with other things, which basically means it’s getting more complicated and, frankly, a bit harder. Of course, on one wants to hear that.”

– Dr. Pete

The core principles have not changed

This is the crux of everything for me. With all the changes listed above, the key is that the core principles around link building haven’t changed. I could even argue that Penguin didn’t change the core principles because the techniques that Penguin targeted should never have worked in the first place. I won’t argue this too much though because even Google advised website owners to build directory links at one time.

You need an asset

You need to give someone a reason to link to you. Many won’t do it out of the goodness of their heart! One of the most effective ways to do this is to develop a content asset and use this as your reason to make people care. Once you’ve made someone care, they’re more likely to share the content or link to it from somewhere.

You need to promote that asset to the right audience

I really dislike the stance that some marketers take when it comes to content promotion—build great content and links will come.

No. Sorry but for the vast majority of us, that’s simply not true. The exceptions are people that sky dive from space or have huge existing audiences to leverage.

You simply have to spend time promoting your content or your asset for it to get shares and links. It is hard work and sometimes you can spend a long time on it and get little return, but it’s important to keep working at until you’re at a point where you have two things:

  • A big enough audience where you can almost guarantee at least some traffic to your new content along with some shares
  • Enough strong relationships with relevant websites who you can speak to when new content is published and stand a good chance of them linking to it

Getting to this point is hard—but that’s kind of the point. There are various hacks you can use along the way but it will take time to get right.

You need consistency

Leading on from the previous point. It takes time and hard work to get links to your content—the types of links that stand the test of time and you’re not going to be removing in 12 months time anyway! This means that you need to keep pushing content out and getting better each and every time. This isn’t to say you should just churn content out for the sake of it, far from it. I am saying that with each piece of content you create, you will learn to do at least one thing better the next time. Try to give yourself the leverage to do this.

Anything scalable is at risk

Scalable link building is exactly what Google has been trying to crack down on for the last few years. Penguin was the biggest move and hit some of the most scalable tactics we had at our disposal. When you scale something, you often lose some level of quality, which is exactly what Google doesn’t want when it comes to links. If you’re still relying on tactics that could fall into the scalable category, I think you need to be very careful and just look at the trend in the types of links Google has been penalizing to understand why.

The part Google plays in this

To finish up, I want to briefly talk about the part that Google plays in all of this and shaping the future they want for the web.

I’ve always tried to steer clear of arguments involving the idea that Google is actively pushing FUD into the community. I’ve preferred to concentrate more on things I can actually influence and change with my clients rather than what Google is telling us all to do.

However, for the purposes of this post, I want to talk about it.

General paranoia has increased. My bet is there are some companies out there carrying out zero specific linkbuilding activity through worry.

Dan Barker

Dan’s point is a very fair one and just a day or two after reading this in an email, I came across a page related to a client’s target audience that said:

“We are not publishing guest posts on SITE NAME any more. All previous guest posts are now deleted. For more information, see www.mattcutts.com/blog/guest-blogging/“.

I’ve reworded this as to not reveal the name of the site, but you get the point.

This is silly. Honestly, so silly. They are a good site, publish good content, and had good editorial standards. Yet they have ignored all of their own policies, hard work, and objectives to follow a blog post from Matt. I’m 100% confident that it wasn’t sites like this one that Matt was talking about in this blog post.

This is, of course, from the publishers’ angle rather than the link builders’ angle, but it does go to show the effect that statements from Google can have. Google know this so it does make sense for them to push out messages that make their jobs easier and suit their own objectives—why wouldn’t they? In a similar way, what did they do when they were struggling to classify at scale which links are bad vs. good and they didn’t have a big enough web spam team? They got us to do it for them 🙂

I’m mostly joking here, but you see the point.

The most recent infamous mobilegeddon update, discussed here by Dr. Pete is another example of Google pushing out messages that ultimately scared a lot of people into action. Although to be fair, I think that despite the apparent small impact so far, the broad message from Google is a very serious one.

Because of this, I think we need to remember that Google does have their own agenda and many shareholders to keep happy. I’m not in the camp of believing everything that Google puts out is FUD, but I’m much more sensitive and questioning of the messages now than I’ve ever been.

What do you think? I’d love to hear your feedback and thoughts in the comments.

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Why the Links You’ve Built Aren’t Helping Your Page Rank Higher – Whiteboard Friday

Posted by randfish

Link building can be incredibly effective, but sometimes a lot of effort can go into earning links with absolutely no improvement in rankings. Why? In today’s Whiteboard Friday, Rand shows us four things we should look at in these cases, help us hone our link building skills and make the process more 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 we’re chatting about why link building sometimes fails.

So I’ve got an example here. I’m going to do a search for artificial sweeteners. Let’s say I’m working for these guys, ScienceMag.org. Well, this is actually in position 10. I put it in position 3 here, but I see that I’m position 10. I think to myself, “Man, if I could get higher up on this page, that would be excellent. I’ve already produced the content. It’s on my domain. Like, Google seems to have indexed it fine. It’s performing well enough to perform on page one, granted at the bottom of page one, for this competitive query. Now I want to move my rankings up.”

So a lot of SEOs, naturally and historically, for a long time have thought, “I need to build more links to that page. If I can get more links pointing to this page, I can move up the rankings.” Granted, there are some other ways to do that too, and we’ve discussed those in previous Whiteboard Fridays. But links are one of the big ones that people use.

I think one of the challenges that we encounter is sometimes we invest that effort. We go through the process of that outreach campaign, talking to bloggers and other news sites and looking at where our link sources are coming from and trying to get some more of those. It just doesn’t seem to do anything. The link building appears to fail. It’s like, man, I’ve got all these nice links and no new results. I didn’t move up at all. I am basically staying where I am, or maybe I’m even falling down. Why is that? Why does link building sometimes work so well and so clearly and obviously, and sometimes it seems to do nothing at all?

What are some possible reasons link acquisition efforts may not be effective?

Oftentimes if you get a fresh set of eyes on it, an outside SEO perspective, they can do this audit, and they’ll walk through a lot of this stuff and help you realize, “Oh yeah, that’s probably why.” These are things that you might need to change strategically or tactically as you approach this problem. But you can do this yourself as well by looking at why a link building campaign, why a link building effort, for a particular page, might not be working.

1) Not the right links

First one, it’s not the right links. Not the right links, I mean a wide range of things, even broader than what I’ve listed here. But a lot of times that could mean low domain diversity. Yeah, you’re getting new links, but they’re coming from all the same places that you always get links from. Google, potentially, maybe views that as not particularly worthy of moving you up the rankings, especially around competitive queries.

It might be trustworthiness of source. So maybe they’re saying “Yeah, you got some links, but they’re not from particularly trustworthy places.” Tied into that maybe we don’t think or we’re sure that they’re not editorial. Maybe we think they’re paid, or we think they’re promotional in some way rather than being truly editorially given by this independent resource.

They might not come from a site or from a page that has the authority that’s necessary to move you up. Again, particularly for competitive queries, sometimes low-value links are just that. They’re not going to move the needle, especially not like they used to three, four, five or six years ago, where really just a large quantity of links, even from diverse domains, even if they were crappy links on crappy pages on relatively crappy or unknown websites would move the needle, not so much anymore. Google is seeing a lot more about these things.

Where else does the source link to? Is that source pointing to other stuff that is potentially looking manipulative to Google and so they discounted the outgoing links from that particular domain or those sites or those pages on those sites?

They might look at the relevance and say, “Hey, you know what? Yeah, you got linked to by some technology press articles. That doesn’t really have anything to do with artificial sweeteners, this topic, this realm, or this region.” So you’re not getting the same result. Now we’ve shown that off-topic links can oftentimes move the rankings, but in particular areas and in health, in fact, may be one of those Google might be more topically sensitive to where the links are coming from than other places.

Location on page. So I’ve got a page here and maybe all of my links are coming from a bunch of different domains, but it’s always in the right sidebar and it’s always in this little feed section. So Google’s saying, “Hey, that’s not really an editorial endorsement. That’s just them showing all the links that come through your particular blog feed or a subscription that they’ve got to your content or whatever it is promotionally pushing out. So we’re not going to count it that way.” Same thing a lot of times with footer links. Doesn’t work quite as well. If you’re being honest with yourself, you really want those in content links. Generally speaking, those tend to perform the best.

Or uniqueness. So they might look and they might say, “Yeah, you’ve got a ton of links from people who are republishing your same article and then just linking back to it. That doesn’t feel to us like an editorial endorsement, and so we’re just going to treat those copies as if those links didn’t exist at all.” But the links themselves may not actually be the problem. I think this can be a really important topic if you’re doing link acquisition auditing, because sometimes people get too focused on, “Oh, it must be something about the links that we’re getting.” That’s not always the case actually.

2) Not the right content

Sometimes it’s not the right content. So that could mean things like it’s temporally focused versus evergreen. So for different kinds of queries, Google interprets the intent of the searchers to be different. So it could be that when they see a search like “artificial sweeteners,” they say, “Yeah, it’s great that you wrote this piece about this recent research that came out. But you know what, we’re actually thinking that searchers are going to want in the top few results something that’s evergreen, that contains all the broad information that a searcher might need around this particular topic.”

That speaks to it might not answer the searchers questions. You might think, “Well, I’m answering a great question here.” The problem is, yeah you’re answering one. Searchers may have many questions that they’re asking around a topic, and Google is looking for something comprehensive, something that doesn’t mean a searcher clicks your result and then says, “Well, that was interesting, but I need more from a different result.” They’re looking for the one true result, the one true answer that tells them, “Hey, this person is very happy with these types of results.”

It could be poor user experience causing people to bounce back. That could be speed things, UI things, layout things, browser support things, multi-device support things. It might not use language formatting or text that people or engines can interpret as on the topic. Perhaps this is way over people’s heads, far too scientifically focused, most searchers can’t understand the language, or the other way around. It’s a highly scientific search query and a very advanced search query and your language is way dumbed down. Google isn’t interpreting that as on-topic. All the Hummingbird and topic modeling kind of things that they have say this isn’t for them.

Or it might not match expectations of searchers. This is distinct and different from searchers’ questions. So searchers’ questions is, “I want to know how artificial sweeteners might affect me.” Expectations might be, “I expect to learn this kind of information. I expect to find out these things.” For example, if you go down a rabbit hole of artificial sweeteners will make your skin shiny, they’re like, “Well, that doesn’t meet with my expectation. I don’t think that’s right.” Even if you have some data around that, that’s not what they were expecting to find. They might bounce back. Engines might not interpret you as on-topic, etc. So lots of content kinds of things.

3) Not the right domain

Then there are also domain issues. You might not have the right domain. Your domain might not be associated with the topic or content that Google and searchers are expecting. So they see Mayo Clinic, they see MedicineNet, and they go, “ScienceMag? Do they do health information? I don’t think they do. I’m not sure if that’s an appropriate one.” It might be perceived, even if you aren’t, as spammy or manipulative by Google, more probably than by searchers. Or searchers just won’t click your brand for that content. This is a very frustrating one, because we have seen a ton of times when search behavior is biased by the brand itself, by what’s in this green text here, the domain name or the brand name that Google might show there. That’s very frustrating, but it means that you need to build brand affinity between that topic, that keyword, and what’s in searchers’ heads.

4) Accessibility or technical issues

Then finally, there could be some accessibility or technical issues. Usually when that’s the case, you will notice pretty easily because the page will have an error. It won’t show the content properly. The cache will be an issue. That’s a rare one, but you might want to check for it as well.

But hopefully, using this kind of an audit system, you can figure out why a link building campaign, a link building effort isn’t working to move the needle on your rankings.

With that, we will see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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