How to Delete a Google My Business Listing – A Common Question with a Complex Answer

Posted by MiriamEllis

“How do I delete a Google listing?” is an FAQ on local SEO forums — and it represents an oversimplification of a complicated and multifaceted issue. The truth is, simple deletion is seldom the answer. Rather, most events that arise in the course of doing business require knowing which steps to take to properly manage GMB listings so that they’re helping your business instead of harming it.

When it comes to managing unwanted or problematic Google My Business listings, it’s a case of horses for courses. There isn’t a single set of instructions you can reliably follow, because your particular scenario defines which steps you should take. The following table should help you identify common situations and choose the one that most closely matches yours. From there, you’ll learn which actions are available to you, and which ones, unfortunately, can’t be accomplished.

Because management of problem GMB listings usually requires either being in control of them or unverifying them, our chart begins with three verification scenarios, and then moves on to cover other typical business events.

Scenario

Context

Steps

Notes

Unverify a Verified Listing You Control

You have a listing in your GMB dashboard that you no longer wish to control.

  • Log into your GMB dashboard
  • Click “edit”
  • Click the “info” tab
  • Click “remove listing”
  • Check all the checkboxes
  • Click “delete account”

No worries: The last step does NOT delete your Google account or the listing, itself. It simply un-verifies it so that you are no longer controlling it. The listing will still exist and someone else can take control of it.

Verify an Unverified Listing to Gain Control

You need to take control of an unwanted listing. You can tell it’s not verified, because it’s marked “claim this business” in Google Maps or “own this business?” in the knowledge panel.

Once you’ve verified the listing, you can take next steps to manage it if it’s problematic.

Take Control of a Listing Someone Else Verified

You need to take control of an unwanted listing, but someone else has verified it. You can tell it’s verified, because it lacks the attributes of “claim this business” in Google Maps or “own this business?” in the knowledge panel.

  • Contact Google via these steps
  • Google will contact the owner
  • If Google doesn’t hear back from the owner in one week, you can verify the listing

There are some anecdotal accounts of owners being able to prove to Google their rights to control a listing based on their control of an email address that matches the website domain, but no guarantees. You may need to seek legal counsel to mediate resolution with a third party who refuses to relinquish control of the listing.

Manage a Duplicate Listing for a Brick-and-Mortar Business

Your business serves customers at your location (think a retail shop, restaurant, law practice). You find more than one listing representing the business, either at its present location, at an incorrect location, or at a previous location.

  • If the address exactly matches the correct, current address of the business, contact Google to request that they merge the two listings into one.
  • If the address contains an error and the business never existed there, use the “suggest an edit” link on Google Maps, toggle the yes/no switch to “yes,” and choose the “never existed” radio button.
  • If the address is one the business previously occupied, see the section in this table on business moves.

If reviews have become associated with a business address that contains an error, you can try to request that the reviews be transferred PRIOR to designating that the business “never existed” in Google Maps.

Manage a Duplicate Listing for a Service Area Business (SAB)

Your business serves customers at their locations (think a plumber, landscaper, or cleaning service). You find more than one listing representing the business.

  • Once you’ve verified the duplicate listing, contact Google to request that they merge the two listings into one.

Remember that Google’s guidelines require that you keep addresses for SAB listings hidden.

Manage an Unwanted Listing for a Multi-Practitioner Business

The business has multiple partners (think a legal firm or medical office). You discover multiple listings for a specific partner, or for partners who no longer work there, or for partner who are deceased.

  • Unfortunately, Google will not remove multi-practitioner listings for partners who are presently employed by the business.
  • If the partner no longer works there, read this article about the dangers of ignoring these listings. Then, contact Google to request that they designate the listing as “moved” (like when a business moves) to the address of the practice — not to the partner’s new address. *See notes.
  • If, regrettably, a partner has passed away, contact Google to show them an obituary.

In the second scenario, Google can only mark a past partner’s listing as moved if the listing is unverified. If the listing is verified, it would be ideal if the old partner would unverify it for you, but, if they are unwilling to do so, at least try to persuade them to update the listing with the details of their new location as a last resort. Unfortunately, this second option is far from ideal.

On a separate note, if the unwanted listing pertains to a solo-practitioner business (there’s a listing for both the company and for a single practitioner who operates the company), you can contact Google to ask that they merge the two listings in an effort to combine the ranking power of the two listings, if desired.

Manage a Listing When a Business Moves

Your company is moving to a new location. You want to avoid having the listing marked as “permanently closed,” sending a wrong signal to consumers that you’ve gone out of business.

  • Update your website with your new contact information and driving directions
  • Update your existing GMB listing in the Google My Business dashboard. Don’t create a new listing!
  • Update your other local business listings to reflect your new info. A product like Moz Local can greatly simplify this big task.

Be sure to use your social platforms to advertise your move.

Be sure to be on the lookout for any new duplicate listings that may arise as a result of a move. Again, Moz Local will be helpful for this.

Google will generally automatically move your reviews from your old location to your new one, but read this to understand exceptions.

Manage a Listing Marked “Permanently Closed”

A listing of yours has ended up marked as “permanently closed,” signaling to consumers that you may have gone out of business. Permanently closed listings are also believed to negatively impact the rankings of your open business.

  • If the “permanently closed” label exists on a verified listing for a previous location the business occupied, unverify the listing. Then contact Google to ask them to mark it as moved to the new location. This should rectify the “permanently closed” problem.
  • If the permanently closed listing exists on a listing for your business that someone else as verified (i.e., you don’t control the listing), please see the above section labeled “Take Control of a Listing Someone Else Verified.” If you can get control of it in your dashboard and then unverify it, you’ll then be able to contact Google to ask them to mark it as moved.

The “permanently closed” label can also appear on listings for practitioners who have left the business. See the section of this chart labeled “Manage an Unwanted Listing for a Multi-Practitioner Business.”

Manage a Merger/Acquisition

Many nuances to this scenario may dictate specific steps. If the merger/acquisition includes all of the previous physical locations remaining open to the public under the new name, just edit the details of the existing GMB listings to display that new name. But, if the locations that have been acquired close down, move onto the next steps.

  • Don’t edit the details of the old locations to reflect the new name
  • Unverify the listings for the old locations
  • Finally, contact Google to ask them to mark all the old locations listings as moved to the new location.

Mergers and acquisitions are complex and you may want to hire a consultant to help you manage this major business event digitally. You may also find the workload significantly lightened by using a product like Moz Local to manage the overhaul of core citations for all the businesses involved in the event.

Manage a Spam Listing

You realize a competitor or other business is violating Google’s guidelines, as in the case of creating listings at fake locations. You want to clean up the results to improve their relevance to the local community.

  • Find the listing in Google Maps
  • Click the “suggest an edit” link
  • Toggle the yes/no toggle to “yes”
  • Choose the radio button for “spam”
  • Google will typically email you if/when your edit is accepted

Google doesn’t always act on spam. If you follow the outlined steps and don’t get anywhere with them, you may want to post the spam example in the GMB forum in hopes that a Top Contributor there might escalate the issue.

Unfortunately, spam is very common. Don’t be surprised if a spammer who gets caught comes right back on and continues to spam.

Manage a Listing with Bad Reviews

Your company is embarrassed by the negative reviews that are attached to its GMB listing. You wish you could just make the whole thing disappear.

  • If the reviews violate Google’s policy, consider these steps for taking action. Be advised that Google may not remove them, regardless of clear violations.
  • If the reviews are negative but genuine, Google will not remove them. Remedy the problems, in-house, that consumers are citing and master responding to reviews in a way that can save customers and your business.
  • If the business is unable to remedy structural problems being cited in reviews, the company may lack the necessary components for success.

Short of completely rebranding and moving your business to a new location, your business must be prepared to manage negative reviews. Unless consumers are citing illegal behaviors (in which case, you need legal counsel rather than marketing), negative reviews should be viewed as a FREE blueprint for fixing the issues that customers are citing.

Bear in mind that many unhappy customers won’t take the time to complain. They’ll just go away in silence and never return to your business again. When a customer takes the time to voice a complaint, seize this as a golden opportunity to win him back and to improve your business for all future customers.

Whew! Eleven common Google My Business listing management scenarios, each requiring its own set of steps. It’s my hope that this chart will not only help explain why few cases really come down to deleting GMB listings, and also, that it will serve as a handy reference for you when particular situations arise in your workday.

Helpful links

  1. If you’re not sure if you have problem listings, do a free lookup with the Moz Check Listing tool.
  2. If you’re a Moz Pro member, you have access to our Q&A forum. Please feel free to ask our community questions if you’re unsure about whether a GMB listing is problematic.
  3. The Google My Business Forum can be a good bet for getting advice from volunteer Top Contributors (and sometimes Google staffers) about problem GMB listings. Be prepared to share all of the details of your scenario if you post there.
  4. If you find yourself dealing with difficult Google My Business listing issues on a regular basis, I recommend reading the work of Joy Hawkins, who is one of the best technical local SEOs in the industry.
  5. Sometimes, the only thing you can do is to contact Google directly to try to get help with a tricky problem. Here is their main Contact page. If you’re a Google Adwords customer, you can phone 1-866-2Google and select the option for Google My Business support. Another way to seek help (and this is sometimes the fastest route) is to tweet to Google’s GMB Twitter account. Be advised that not every Google rep has had the benefits of complete training. Some interactions may be more satisfactory than others. And, if you are a digital marketer, do be prepared to set correct client expectations that not all problems can be resolved. Sometimes, even your best efforts may not yield the desired results, due to the limitations of Google’s local product.

Why it’s worth the effort to work to resolve problematic Google listings

Cumulatively speaking, inaccurate and duplicative listings can misinform and misdirect consumers while also sapping your ranking strength. Local business listings are a form of customer service, and when this element of your overall marketing plan is neglected, it can lead to significant loss of traffic and revenue. It can also negatively impact reputation in the form of negative reviews citing wrong online driving directions or scenarios in which customers end up at the old location of a business that has moved.

Taken altogether, these unwanted outcomes speak to the need for an active location data management strategy that monitors all business listings for problems and takes appropriate actions to remedy them. Verifying listings and managing duplicates isn’t glamorous work, but when you consider what’s at stake for the business, it’s not only necessary work, but even heroic. So, skill up and be prepared to tackle the thorniest situations. The successes can be truly rewarding!

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 3 weeks ago from tracking.feedpress.it

Prioritizing Local Search Profile Listings: 2 Methods

Looking to start building those citations for local SEO? Columnist Lydia Jorden shares her strategy for determining which local business listing sites are worth investing in.

The post Prioritizing Local Search Profile Listings: 2 Methods appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

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 1 year ago from tracking.feedpress.it

The Inbound Marketing Economy

Posted by KelseyLibert

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

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

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

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

Methodology

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

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

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

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

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

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

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

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

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

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

growth of marketing keywords in linkedin profiles

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

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

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

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

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

20 most common marketing job titles

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

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

5 most common job titles by search query

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

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

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

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

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

future of marketing quote linkedin

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

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

number of marketing job listings by keyword

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

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

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

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

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

digital marketing growth on  indeed.com

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

social media job growth on indeed.com

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

content marketing job growth on indeed.com

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

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

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

seo job growth on indeed.com

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

ppc job growth on indeed.com

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

google analytics job growth on indeed.com

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

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

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

national average marketing salaries

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

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

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

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

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

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

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

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

concentration of digital marketing jobs

marketing jobs per capita

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

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

content marketing job concentration

per capita content marketing jobs

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

seo job concentration

seo jobs per capita

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

social media job concentration

social media jobs per capita

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

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

ppc job concentration

ppc jobs per capita

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

google analytics job concentration

google analytics jobs per capita

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

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

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

Reblogged 1 year ago from tracking.feedpress.it

Moz Local Dashboard Updates

Posted by NoamC

Today, we’re excited to announce some new features and changes to the Moz Local dashboard. We’ve updated your dashboard to make it easier to manage and gauge the performance of your local search listings.

New and improved dashboard

We spent a lot of time listening to customer feedback and finding areas where we weren’t being as clear as we ought to. We’ve made great strides in improving Moz Local’s dashboard (details below) to give you a lot more information at a glance.

Geo Reporting

Our newest reporting view, geo reporting, shows you the relative strength of locations based on geography. The deeper the blue, the stronger the listings in that region. You can look at your scores broken down by state, or zoom in to see the score breakdown by county. Move your mouse over a region to see your average score there.

Scores on the dashboard

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We’re more clearly surfacing the scores for each of your locations right in our dashboard. Now you can see each location’s individual score immediately.

Exporting reports

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Use the new drop-down at the upper-right corner to download Moz Local reports in CSV format, so that you can access your historical listing data offline and use it to generate your own reports and visualizations.

Search cheat sheet

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If you want to take your search game to the next level, why not start with your Moz Local dashboard? A handy link next to the search bar shows you all the ways you can find what you’re looking for.

We’re still actively addressing feedback and making improvements to Moz Local over time, and you can let us know what we’re missing in the comments below.

We hope that our latest updates will make your Moz Local experience better. But you don’t have to take my word for it; head on over to Moz Local to see our new and improved dashboard and reporting experience today!

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Reblogged 2 years ago from tracking.feedpress.it

How to Combat 5 of the SEO World’s Most Infuriating Problems – Whiteboard Friday

Posted by randfish

These days, most of us have learned that spammy techniques aren’t the way to go, and we have a solid sense for the things we should be doing to rank higher, and ahead of our often spammier competitors. Sometimes, maddeningly, it just doesn’t work. In today’s Whiteboard Friday, Rand talks about five things that can infuriate SEOs with the best of intentions, why those problems exist, and what we can do about them.

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

What SEO problems make you angry?

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about some of the most infuriating things in the SEO world, specifically five problems that I think plague a lot of folks and some of the ways that we can combat and address those.

I’m going to start with one of the things that really infuriates a lot of new folks to the field, especially folks who are building new and emerging sites and are doing SEO on them. You have all of these best practices list. You might look at a web developer’s cheat sheet or sort of a guide to on-page and on-site SEO. You go, “Hey, I’m doing it. I’ve got my clean URLs, my good, unique content, my solid keyword targeting, schema markup, useful internal links, my XML sitemap, and my fast load speed. I’m mobile friendly, and I don’t have manipulative links.”

Great. “Where are my results? What benefit am I getting from doing all these things, because I don’t see one?” I took a site that was not particularly SEO friendly, maybe it’s a new site, one I just launched or an emerging site, one that’s sort of slowly growing but not yet a power player. I do all this right stuff, and I don’t get SEO results.

This makes a lot of people stop investing in SEO, stop believing in SEO, and stop wanting to do it. I can understand where you’re coming from. The challenge is not one of you’ve done something wrong. It’s that this stuff, all of these things that you do right, especially things that you do right on your own site or from a best practices perspective, they don’t increase rankings. They don’t. That’s not what they’re designed to do.

1) Following best practices often does nothing for new and emerging sites

This stuff, all of these best practices are designed to protect you from potential problems. They’re designed to make sure that your site is properly optimized so that you can perform to the highest degree that you are able. But this is not actually rank boosting stuff unfortunately. That is very frustrating for many folks. So following a best practices list, the idea is not, “Hey, I’m going to grow my rankings by doing this.”

On the flip side, many folks do these things on larger, more well-established sites, sites that have a lot of ranking signals already in place. They’re bigger brands, they have lots of links to them, and they have lots of users and usage engagement signals. You fix this stuff. You fix stuff that’s already broken, and boom, rankings pop up. Things are going well, and more of your pages are indexed. You’re getting more search traffic, and it feels great. This is a challenge, on our part, of understanding what this stuff does, not a challenge on the search engine’s part of not ranking us properly for having done all of these right things.

2) My competition seems to be ranking on the back of spammy or manipulative links

What’s going on? I thought Google had introduced all these algorithms to kind of shut this stuff down. This seems very frustrating. How are they pulling this off? I look at their link profile, and I see a bunch of the directories, Web 2.0 sites — I love that the spam world decided that that’s Web 2.0 sites — article sites, private blog networks, and do follow blogs.

You look at this stuff and you go, “What is this junk? It’s terrible. Why isn’t Google penalizing them for this?” The answer, the right way to think about this and to come at this is: Are these really the reason that they rank? I think we need to ask ourselves that question.

One thing that we don’t know, that we can never know, is: Have these links been disavowed by our competitor here?

I’ve got my HulksIncredibleStore.com and their evil competitor Hulk-tastrophe.com. Hulk-tastrophe has got all of these terrible links, but maybe they disavowed those links and you would have no idea. Maybe they didn’t build those links. Perhaps those links came in from some other place. They are not responsible. Google is not treating them as responsible for it. They’re not actually what’s helping them.

If they are helping, and it’s possible they are, there are still instances where we’ve seen spam propping up sites. No doubt about it.

I think the next logical question is: Are you willing to loose your site or brand? What we don’t see anymore is we almost never see sites like this, who are ranking on the back of these things and have generally less legitimate and good links, ranking for two or three or four years. You can see it for a few months, maybe even a year, but this stuff is getting hit hard and getting hit frequently. So unless you’re willing to loose your site, pursuing their links is probably not a strategy.

Then what other signals, that you might not be considering potentially links, but also non-linking signals, could be helping them rank? I think a lot of us get blinded in the SEO world by link signals, and we forget to look at things like: Do they have a phenomenal user experience? Are they growing their brand? Are they doing offline kinds of things that are influencing online? Are they gaining engagement from other channels that’s then influencing their SEO? Do they have things coming in that I can’t see? If you don’t ask those questions, you can’t really learn from your competitors, and you just feel the frustration.

3) I have no visibility or understanding of why my rankings go up vs down

On my HulksIncredibleStore.com, I’ve got my infinite stretch shorts, which I don’t know why he never wears — he should really buy those — my soothing herbal tea, and my anger management books. I look at my rankings and they kind of jump up all the time, jump all over the place all the time. Actually, this is pretty normal. I think we’ve done some analyses here, and the average page one search results shift is 1.5 or 2 position changes daily. That’s sort of the MozCast dataset, if I’m recalling correctly. That means that, over the course of a week, it’s not uncommon or unnatural for you to be bouncing around four, five, or six positions up, down, and those kind of things.

I think we should understand what can be behind these things. That’s a very simple list. You made changes, Google made changes, your competitors made changes, or searcher behavior has changed in terms of volume, in terms of what they were engaging with, what they’re clicking on, what their intent behind searches are. Maybe there was just a new movie that came out and in one of the scenes Hulk talks about soothing herbal tea. So now people are searching for very different things than they were before. They want to see the scene. They’re looking for the YouTube video clip and those kind of things. Suddenly Hulk’s soothing herbal tea is no longer directing as well to your site.

So changes like these things can happen. We can’t understand all of them. I think what’s up to us to determine is the degree of analysis and action that’s actually going to provide a return on investment. Looking at these day over day or week over week and throwing up our hands and getting frustrated probably provides very little return on investment. Looking over the long term and saying, “Hey, over the last 6 months, we can observe 26 weeks of ranking change data, and we can see that in aggregate we are now ranking higher and for more keywords than we were previously, and so we’re going to continue pursuing this strategy. This is the set of keywords that we’ve fallen most on, and here are the factors that we’ve identified that are consistent across that group.” I think looking at rankings in aggregate can give us some real positive ROI. Looking at one or two, one week or the next week probably very little ROI.

4) I cannot influence or affect change in my organization because I cannot accurately quantify, predict, or control SEO

That’s true, especially with things like keyword not provided and certainly with the inaccuracy of data that’s provided to us through Google’s Keyword Planner inside of AdWords, for example, and the fact that no one can really control SEO, not fully anyway.

You get up in front of your team, your board, your manager, your client and you say, “Hey, if we don’t do these things, traffic will suffer,” and they go, “Well, you can’t be sure about that, and you can’t perfectly predict it. Last time you told us something, something else happened. So because the data is imperfect, we’d rather spend money on channels that we can perfectly predict, that we can very effectively quantify, and that we can very effectively control.” That is understandable. I think that businesses have a lot of risk aversion naturally, and so wanting to spend time and energy and effort in areas that you can control feels a lot safer.

Some ways to get around this are, first off, know your audience. If you know who you’re talking to in the room, you can often determine the things that will move the needle for them. For example, I find that many managers, many boards, many executives are much more influenced by competitive pressures than they are by, “We won’t do as well as we did before, or we’re loosing out on this potential opportunity.” Saying that is less powerful than saying, “This competitor, who I know we care about and we track ourselves against, is capturing this traffic and here’s how they’re doing it.”

Show multiple scenarios. Many of the SEO presentations that I see and have seen and still see from consultants and from in-house folks come with kind of a single, “Hey, here’s what we predict will happen if we do this or what we predict will happen if we don’t do this.” You’ve got to show multiple scenarios, especially when you know you have error bars because you can’t accurately quantify and predict. You need to show ranges.

So instead of this, I want to see: What happens if we do it a little bit? What happens if we really overinvest? What happens if Google makes a much bigger change on this particular factor than we expect or our competitors do a much bigger investment than we expect? How might those change the numbers?

Then I really do like bringing case studies, especially if you’re a consultant, but even in-house there are so many case studies in SEO on the Web today, you can almost always find someone who’s analogous or nearly analogous and show some of their data, some of the results that they’ve seen. Places like SEMrush, a tool that offers competitive intelligence around rankings, can be great for that. You can show, hey, this media site in our sector made these changes. Look at the delta of keywords they were ranking for versus R over the next six months. Correlation is not causation, but that can be a powerful influencer showing those kind of things.

Then last, but not least, any time you’re going to get up like this and present to a group around these topics, if you very possibly can, try to talk one-on-one with the participants before the meeting actually happens. I have found it almost universally the case that when you get into a group setting, if you haven’t had the discussions beforehand about like, “What are your concerns? What do you think is not valid about this data? Hey, I want to run this by you and get your thoughts before we go to the meeting.” If you don’t do that ahead of time, people can gang up and pile on. One person says, “Hey, I don’t think this is right,” and everybody in the room kind of looks around and goes, “Yeah, I also don’t think that’s right.” Then it just turns into warfare and conflict that you don’t want or need. If you address those things beforehand, then you can include the data, the presentations, and the “I don’t know the answer to this and I know this is important to so and so” in that presentation or in that discussion. It can be hugely helpful. Big difference between winning and losing with that.

5) Google is biasing to big brands. It feels hopeless to compete against them

A lot of people are feeling this hopelessness, hopelessness in SEO about competing against them. I get that pain. In fact, I’ve felt that very strongly for a long time in the SEO world, and I think the trend has only increased. This comes from all sorts of stuff. Brands now have the little dropdown next to their search result listing. There are these brand and entity connections. As Google is using answers and knowledge graph more and more, it’s feeling like those entities are having a bigger influence on where things rank and where they’re visible and where they’re pulling from.

User and usage behavior signals on the rise means that big brands, who have more of those signals, tend to perform better. Brands in the knowledge graph, brands growing links without any effort, they’re just growing links because they’re brands and people point to them naturally. Well, that is all really tough and can be very frustrating.

I think you have a few choices on the table. First off, you can choose to compete with brands where they can’t or won’t. So this is areas like we’re going after these keywords that we know these big brands are not chasing. We’re going after social channels or people on social media that we know big brands aren’t. We’re going after user generated content because they have all these corporate requirements and they won’t invest in that stuff. We’re going after content that they refuse to pursue for one reason or another. That can be very effective.

You better be building, growing, and leveraging your competitive advantage. Whenever you build an organization, you’ve got to say, “Hey, here’s who is out there. This is why we are uniquely better or a uniquely better choice for this set of customers than these other ones.” If you can leverage that, you can generally find opportunities to compete and even to win against big brands. But those things have to become obvious, they have to become well-known, and you need to essentially build some of your brand around those advantages, or they’re not going to give you help in search. That includes media, that includes content, that includes any sort of press and PR you’re doing. That includes how you do your own messaging, all of these things.

(C) You can choose to serve a market or a customer that they don’t or won’t. That can be a powerful way to go about search, because usually search is bifurcated by the customer type. There will be slightly different forms of search queries that are entered by different kinds of customers, and you can pursue one of those that isn’t pursued by the competition.

Last, but not least, I think for everyone in SEO we all realize we’re going to have to become brands ourselves. That means building the signals that are typically associated with brands — authority, recognition from an industry, recognition from a customer set, awareness of our brand even before a search has happened. I talked about this in a previous Whiteboard Friday, but I think because of these things, SEO is becoming a channel that you benefit from as you grow your brand rather than the channel you use to initially build your brand.

All right, everyone. Hope these have been helpful in combating some of these infuriating, frustrating problems and that we’ll see some great comments from you guys. I hope to participate in those as well, and we’ll catch you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Reblogged 2 years ago from tracking.feedpress.it

​The 3 Most Common SEO Problems on Listings Sites

Posted by Dom-Woodman

Listings sites have a very specific set of search problems that you don’t run into everywhere else. In the day I’m one of Distilled’s analysts, but by night I run a job listings site, teflSearch. So, for my first Moz Blog post I thought I’d cover the three search problems with listings sites that I spent far too long agonising about.

Quick clarification time: What is a listings site (i.e. will this post be useful for you)?

The classic listings site is Craigslist, but plenty of other sites act like listing sites:

  • Job sites like Monster
  • E-commerce sites like Amazon
  • Matching sites like Spareroom

1. Generating quality landing pages

The landing pages on listings sites are incredibly important. These pages are usually the primary drivers of converting traffic, and they’re usually generated automatically (or are occasionally custom category pages) .

For example, if I search “Jobs in Manchester“, you can see nearly every result is an automatically generated landing page or category page.

There are three common ways to generate these pages (occasionally a combination of more than one is used):

  • Faceted pages: These are generated by facets—groups of preset filters that let you filter the current search results. They usually sit on the left-hand side of the page.
  • Category pages: These pages are listings which have already had a filter applied and can’t be changed. They’re usually custom pages.
  • Free-text search pages: These pages are generated by a free-text search box.

Those definitions are still bit general; let’s clear them up with some examples:

Amazon uses a combination of categories and facets. If you click on browse by department you can see all the category pages. Then on each category page you can see a faceted search. Amazon is so large that it needs both.

Indeed generates its landing pages through free text search, for example if we search for “IT jobs in manchester” it will generate: IT jobs in manchester.

teflSearch generates landing pages using just facets. The jobs in China landing page is simply a facet of the main search page.

Each method has its own search problems when used for generating landing pages, so lets tackle them one by one.


Aside

Facets and free text search will typically generate pages with parameters e.g. a search for “dogs” would produce:

www.mysite.com?search=dogs

But to make the URL user friendly sites will often alter the URLs to display them as folders

www.mysite.com/results/dogs/

These are still just ordinary free text search and facets, the URLs are just user friendly. (They’re a lot easier to work with in robots.txt too!)


Free search (& category) problems

If you’ve decided the base of your search will be a free text search, then we’ll have two major goals:

  • Goal 1: Helping search engines find your landing pages
  • Goal 2: Giving them link equity.

Solution

Search engines won’t use search boxes and so the solution to both problems is to provide links to the valuable landing pages so search engines can find them.

There are plenty of ways to do this, but two of the most common are:

  • Category links alongside a search

    Photobucket uses a free text search to generate pages, but if we look at example search for photos of dogs, we can see the categories which define the landing pages along the right-hand side. (This is also an example of URL friendly searches!)

  • Putting the main landing pages in a top-level menu

    Indeed also uses free text to generate landing pages, and they have a browse jobs section which contains the URL structure to allow search engines to find all the valuable landing pages.

Breadcrumbs are also often used in addition to the two above and in both the examples above, you’ll find breadcrumbs that reinforce that hierarchy.

Category (& facet) problems

Categories, because they tend to be custom pages, don’t actually have many search disadvantages. Instead it’s the other attributes that make them more or less desirable. You can create them for the purposes you want and so you typically won’t have too many problems.

However, if you also use a faceted search in each category (like Amazon) to generate additional landing pages, then you’ll run into all the problems described in the next section.

At first facets seem great, an easy way to generate multiple strong relevant landing pages without doing much at all. The problems appear because people don’t put limits on facets.

Lets take the job page on teflSearch. We can see it has 18 facets each with many options. Some of these options will generate useful landing pages:

The China facet in countries will generate “Jobs in China” that’s a useful landing page.

On the other hand, the “Conditional Bonus” facet will generate “Jobs with a conditional bonus,” and that’s not so great.

We can also see that the options within a single facet aren’t always useful. As of writing, I have a single job available in Serbia. That’s not a useful search result, and the poor user engagement combined with the tiny amount of content will be a strong signal to Google that it’s thin content. Depending on the scale of your site it’s very easy to generate a mass of poor-quality landing pages.

Facets generate other problems too. The primary one being they can create a huge amount of duplicate content and pages for search engines to get lost in. This is caused by two things: The first is the sheer number of possibilities they generate, and the second is because selecting facets in different orders creates identical pages with different URLs.

We end up with four goals for our facet-generated landing pages:

  • Goal 1: Make sure our searchable landing pages are actually worth landing on, and that we’re not handing a mass of low-value pages to the search engines.
  • Goal 2: Make sure we don’t generate multiple copies of our automatically generated landing pages.
  • Goal 3: Make sure search engines don’t get caught in the metaphorical plastic six-pack rings of our facets.
  • Goal 4: Make sure our landing pages have strong internal linking.

The first goal needs to be set internally; you’re always going to be the best judge of the number of results that need to present on a page in order for it to be useful to a user. I’d argue you can rarely ever go below three, but it depends both on your business and on how much content fluctuates on your site, as the useful landing pages might also change over time.

We can solve the next three problems as group. There are several possible solutions depending on what skills and resources you have access to; here are two possible solutions:

Category/facet solution 1: Blocking the majority of facets and providing external links
  • Easiest method
  • Good if your valuable category pages rarely change and you don’t have too many of them.
  • Can be problematic if your valuable facet pages change a lot

Nofollow all your facet links, and noindex and block category pages which aren’t valuable or are deeper than x facet/folder levels into your search using robots.txt.

You set x by looking at where your useful facet pages exist that have search volume. So, for example, if you have three facets for televisions: manufacturer, size, and resolution, and even combinations of all three have multiple results and search volume, then you could set you index everything up to three levels.

On the other hand, if people are searching for three levels (e.g. “Samsung 42″ Full HD TV”) but you only have one or two results for three-level facets, then you’d be better off indexing two levels and letting the product pages themselves pick up long-tail traffic for the third level.

If you have valuable facet pages that exist deeper than 1 facet or folder into your search, then this creates some duplicate content problems dealt with in the aside “Indexing more than 1 level of facets” below.)

The immediate problem with this set-up, however, is that in one stroke we’ve removed most of the internal links to our category pages, and by no-following all the facet links, search engines won’t be able to find your valuable category pages.

In order re-create the linking, you can add a top level drop down menu to your site containing the most valuable category pages, add category links elsewhere on the page, or create a separate part of the site with links to the valuable category pages.

The top level drop down menu you can see on teflSearch (it’s the search jobs menu), the other two examples are demonstrated in Photobucket and Indeed respectively in the previous section.

The big advantage for this method is how quick it is to implement, it doesn’t require any fiddly internal logic and adding an extra menu option is usually minimal effort.

Category/facet solution 2: Creating internal logic to work with the facets

  • Requires new internal logic
  • Works for large numbers of category pages with value that can change rapidly

There are four parts to the second solution:

  1. Select valuable facet categories and allow those links to be followed. No-follow the rest.
  2. No-index all pages that return a number of items below the threshold for a useful landing page
  3. No-follow all facets on pages with a search depth greater than x.
  4. Block all facet pages deeper than x level in robots.txt

As with the last solution, x is set by looking at where your useful facet pages exist that have search volume (full explanation in the first solution), and if you’re indexing more than one level you’ll need to check out the aside below to see how to deal with the duplicate content it generates.


Aside: Indexing more than one level of facets

If you want more than one level of facets to be indexable, then this will create certain problems.

Suppose you have a facet for size:

  • Televisions: Size: 46″, 44″, 42″

And want to add a brand facet:

  • Televisions: Brand: Samsung, Panasonic, Sony

This will create duplicate content because the search engines will be able to follow your facets in both orders, generating:

  • Television – 46″ – Samsung
  • Television – Samsung – 46″

You’ll have to either rel canonical your duplicate pages with another rule or set up your facets so they create a single unique URL.

You also need to be aware that each followable facet you add will multiply with each other followable facet and it’s very easy to generate a mass of pages for search engines to get stuck in. Depending on your setup you might need to block more paths in robots.txt or set-up more logic to prevent them being followed.

Letting search engines index more than one level of facets adds a lot of possible problems; make sure you’re keeping track of them.


2. User-generated content cannibalization

This is a common problem for listings sites (assuming they allow user generated content). If you’re reading this as an e-commerce site who only lists their own products, you can skip this one.

As we covered in the first area, category pages on listings sites are usually the landing pages aiming for the valuable search terms, but as your users start generating pages they can often create titles and content that cannibalise your landing pages.

Suppose you’re a job site with a category page for PHP Jobs in Greater Manchester. If a recruiter then creates a job advert for PHP Jobs in Greater Manchester for the 4 positions they currently have, you’ve got a duplicate content problem.

This is less of a problem when your site is large and your categories mature, it will be obvious to any search engine which are your high value category pages, but at the start where you’re lacking authority and individual listings might contain more relevant content than your own search pages this can be a problem.

Solution 1: Create structured titles

Set the <title> differently than the on-page title. Depending on variables you have available to you can set the title tag programmatically without changing the page title using other information given by the user.

For example, on our imaginary job site, suppose the recruiter also provided the following information in other fields:

  • The no. of positions: 4
  • The primary area: PHP Developer
  • The name of the recruiting company: ABC Recruitment
  • Location: Manchester

We could set the <title> pattern to be: *No of positions* *The primary area* with *recruiter name* in *Location* which would give us:

4 PHP Developers with ABC Recruitment in Manchester

Setting a <title> tag allows you to target long-tail traffic by constructing detailed descriptive titles. In our above example, imagine the recruiter had specified “Castlefield, Manchester” as the location.

All of a sudden, you’ve got a perfect opportunity to pick up long-tail traffic for people searching in Castlefield in Manchester.

On the downside, you lose the ability to pick up long-tail traffic where your users have chosen keywords you wouldn’t have used.

For example, suppose Manchester has a jobs program called “Green Highway.” A job advert title containing “Green Highway” might pick up valuable long-tail traffic. Being able to discover this, however, and find a way to fit it into a dynamic title is very hard.

Solution 2: Use regex to noindex the offending pages

Perform a regex (or string contains) search on your listings titles and no-index the ones which cannabalise your main category pages.

If it’s not possible to construct titles with variables or your users provide a lot of additional long-tail traffic with their own titles, then is a great option. On the downside, you miss out on possible structured long-tail traffic that you might’ve been able to aim for.

Solution 3: De-index all your listings

It may seem rash, but if you’re a large site with a huge number of very similar or low-content listings, you might want to consider this, but there is no common standard. Some sites like Indeed choose to no-index all their job adverts, whereas some other sites like Craigslist index all their individual listings because they’ll drive long tail traffic.

Don’t de-index them all lightly!

3. Constantly expiring content

Our third and final problem is that user-generated content doesn’t last forever. Particularly on listings sites, it’s constantly expiring and changing.

For most use cases I’d recommend 301’ing expired content to a relevant category page, with a message triggered by the redirect notifying the user of why they’ve been redirected. It typically comes out as the best combination of search and UX.

For more information or advice on how to deal with the edge cases, there’s a previous Moz blog post on how to deal with expired content which I think does an excellent job of covering this area.

Summary

In summary, if you’re working with listings sites, all three of the following need to be kept in mind:

  • How are the landing pages generated? If they’re generated using free text or facets have the potential problems been solved?
  • Is user generated content cannibalising the main landing pages?
  • How has constantly expiring content been dealt with?

Good luck listing, and if you’ve had any other tricky problems or solutions you’ve come across working on listings sites lets chat about them in the comments below!

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Reblogged 2 years ago from tracking.feedpress.it