Stop Ghost Spam in Google Analytics with One Filter

Posted by CarloSeo

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

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

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

Types of spam

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

Ghosts

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

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

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

Crawlers

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

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

Most common mistakes made when dealing with spam in GA

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

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

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

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

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

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

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

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

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

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

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

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

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

bounce.png

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

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

Assuming your site has been hacked

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

landing page

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

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

What should you worry about?

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

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

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

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

You only need one filter to deal with ghost spam

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

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

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

Ghost-Spam.png

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

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

Valid-Referral.png

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

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

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

Valid-list

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

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

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

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

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

Then create a Custom Filter.

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

filter

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

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

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

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

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

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

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

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

Bonus resources to help you manage spam

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

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

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

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

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

Reblogged 4 years ago from tracking.feedpress.it

Moz’s 2014 Annual Report

Posted by SarahBird

Moz has a tradition of sharing its financials (check out 2012 and 2013 for funzies). It’s an important part of TAGFEE.

Why do we do it? Moz gets its strength from the community of marketers and entrepreneurs that support it. We celebrated 10 years of our community last October. In some ways, the purpose of this report is to give you an inside look into our company. It’s one of many lenses that tell the story of Moz.

Yep. I know. It’s April. I’m not proud. Better late than never, right?

I had a very long and extensive version of this post planned, something closer to last year’s extravaganza. I finally had to admit to myself that I was letting the perfect become the enemy of the good (or at least the done). There was no way I could capture an entire year’s worth of ups and downs—along with supporting data—in a single blog post.

Without further ado, here’s the meat-and-potatoes 2014 Year In Review (and here’s an infographic with more statistics for your viewing pleasure!):

Moz ended 2014 with $31.3 million in revenue. About $30 million was recurring revenue (mostly from subscriptions to Moz Pro and the API).

Here’s a breakdown of all our major revenue sources:

Compared to previous years, 2014 was a much slower growth year. We knew very early that it was going to be a tough year because we started Q1 with negative growth. We worked very hard and successfully shifted the momentum back to increasingly positive quarterly growth rates. I’m proud of what we’ve accomplished so far. We still have a long ways to go to meet our potential, but we’re on the path.

In subscription businesses, If you start the year with negative or even slow growth it is very hard to have meaningful annual growth. All things being equal, you’re better off having a bad quarter in Q4 than Q1. If you get a new customer in Q1, you usually earn revenue from that customer all year. If you get a new customer in Q4, it will barely make a dent in that year, although it should set you up nicely for the following year.

We exited 2014 on a good flight path, which bodes well for 2015. We slammed right into some nasty billing system challenges in Q1 2015, but still managed to grow revenue 6.5%. Mad props to the team for shifting momentum last year and for digging into the billing system challenges we’re experiencing now.

We were very successful in becoming more efficient and managing costs in 2014. Our Cost of Revenue (COR), the cost of producing what we sell, fell by 30% to $8.2 million. These savings drove our gross profit margin up from 63% in 2013 to 74%.

Our operating profit increased by 30%. Here’s a breakdown of our major expenses (both operating expenses and COR):

Total operating expenses (which don’t include COR) clocked in at about $29.9 million this year.

The efficiency gains positively impacted EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) by pushing it up 50% year over year. In 2013, EBITDA was -$4.5 million. We improved it to -$2.1 million in 2014. We’re a VC-backed startup, so this was a planned loss.

One of the most dramatic indicators of our improved efficiency in 2014 is the substantial decline in our consumption of cash.

In 2014, we spent $1.5 million in cash. This was a planned burn, and is actually very impressive for a startup. In fact, we are intentionally increasing our burn, so we don’t expect EBITDA and cash burn to look as good in 2015! Hopefully, though, you will see that revenue growth rate increase.

Let’s check in on some other Moz KPIs:

At the end of 2014, we reported a little over 27,000 Pro users. When billing system issues hit in Q1 2015, we discovered some weird under- and over-reporting, so the number of subscribers was adjusted down by about ~450 after we scrubbed a bunch of inactive accounts out of the database. We expect accounts to stabilize and be more reliable now that we’ve fixed those issues.

We launched Moz Local about a year ago. I’m amazed and thrilled that we were able to end the year managing 27,000 locations for a range of customers. We just recently took our baby steps into the UK, and we’ve got a bunch of great additional features planned. What an incredible launch year!

We published over 300 posts combined on the Moz Blog and YouMoz. Nearly 20,000 people left comments. Well done, team!

Our content and social efforts are paying off with a 26% year-over-year increase in organic search traffic.

We continue to see good growth across many of our off-site communities, too:

The team grew to 149 people last year. We’re at ~37% women, which is nowhere near where I want it to be. We have a long way to go before the team reflects the diversity of the communities around us.

Our paid, paid vacation perk is very popular with Mozzers, and why wouldn’t it be? Everyone gets $3,000/year to use toward their vacations. In 2014, we spent over $420,000 to help our Mozzers take a break and get connected with matters most.

PPV.png

Also, we’re hiring! You’ll have my undying gratitude if you send me your best software engineers. Help us, help you. 😉

Last, but certainly not least, Mozzers continue to be generous (the ‘G’ in TAGFEE) and donate to the charities of their choice. In 2014, Mozzers donated $48k, and Moz added another $72k to increase the impact of their gifts. Combining those two figures, we donated $120k to causes our team members are passionate about. That’s an average of $805 per employee!

Mozzers are optimists with initiative. I think that’s why they are so generous with their time and money to folks in need. They believe the world can be a better place if we act to change it.

That’s a wrap on 2014! A year with many ups and downs. Fortunately, Mozzers don’t quit when things get hard. They embrace TAGFEE and lean into the challenge.

Revenue is growing again. We’re still operating very efficiently, and TAGFEE is strong. We’re heads-down executing on some big projects that customers have been clamoring for. Thank you for sticking with us, and for inspiring us to make marketing better every day.

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

Grow Your Own SEOs: Professional Development for Digital Marketers

Posted by RuthBurrReedy

Finding your next SEO hire is hard, but it’s only half the battle. Growing a team isn’t just about hiring—it’s about making your whole team, newbies and experts alike, better marketers.

It’s almost impossible to build a one-size-fits-all training program for digital marketers, since the tasks involved will depend a lot on the role. Even “SEO” can mean a lot of different things. Your role might be highly technical, highly creative, or a mix of both. Tactics like local SEO or conversion rate optimization might be a huge part of an SEO’s job or might be handled by another person entirely. Sometimes an SEO role includes elements like social media or paid search. The skills you teach your trainees will depend on what you need them to do, and more specifically, what you need them to do right now.

Whatever the specifics of the marketing role,
you need to make sure you’re providing a growth plan for your digital marketers (this goes for your more experienced team members, as well as your newbies). A professional growth plan helps you and your team members:

  • Track whether or not they’re making progress in their roles. Taking on a new skill set can be daunting. Having a growth plan can alleviate some of the stress less-experienced employees may feel when learning a new skill, and makes sure more experienced employees aren’t stagnating. 
  • Spot problem areas. Everyone’s talents are different, but you don’t want someone to miss out on growth opportunities because they’re such a superstar in one area and are neglecting everything else. 
  • Have conversations around promotions and raises. Consistently tracking people’s development across a variety of skill sets allows you to compare where someone is now to where they were when you hired them; it also gives you a framework to discuss what additional steps might be needed before a promotion or raise is in order, and help them develop a plan to get there. 
  • Advance their careers. One of your duties as their manager is to make sure you’re giving them what they need to continue on their career path. A professional development plan should be managed with career goals in mind. 
  • Increase employee retention. Smart people like to learn and grow, and if you’re not providing them ways to do so, they’re not going to stick around.

We have technical/on-page SEOs, content marketers, local SEOs and marketing copywriters all working together on the same team at BigWing. We wanted to create a framework for professional development that we could apply to the whole team, so we identified a set of areas that any digital marketer should be growing in, regardless of their focus. This growth plan is part of everyone’s mid-year and year-end reviews.

Here’s what it looks like:

Growth areas for digital marketers

Want your own copy of the Professional Advancement Sheet? Get it here!

Tactical -> strategic

At the beginner level, team members are still learning the basic concepts and tasks associated with their role, and how those translate to the client metrics they’re being measured on. It takes time to encounter and fix enough different kinds of things to know “in x situation, look at a, b and c and then try y or z.”

As someone grows in their role, they will learn more advanced tactics. They should also be more and more able to use critical thinking to figure out how to solve problems and tackle longer-term client goals and projects.
At the senior level, an SEO should be building long-term strategies and be comfortable with unusual campaigns and one-off projects.

Small clients -> big clients

There are plenty of small brochure websites in the world, and these sites are a great testing ground for the fundamentals of SEO: they may still have weird jacked-up problems (so many websites do), but they are a manageable size and don’t usually have the potential for esoteric technical issues that large, complex sites do. Once someone has a handle on SEO, you can start assigning bigger and badder sites and projects (with plenty of mentoring from more experienced team members—more on that later).

We thought about making this one “Easy clients -> difficult clients,” because there’s another dimension to this line of progress: increasingly complex client relationships. Clients with very large or complicated websites (or clients with more than one website) are likely to have higher budgets, bigger internal staff, and more stakeholders. As the number of people involved increases, so does the potential for friction, so a senior-level SEO should be able to handle those complex relationships with aplomb.

Learning -> teaching

At the beginner level, people are learning digital marketing in general and learning about our specific internal processes. As they gain experience, they become a resource for team members still in the “learning” phase, and at the senior level they should be a go-to for tough questions and expert opinions.

Even a beginner digital marketer may have other things to teach the team; skills learned from previous careers, hobbies or side gigs can be valuable additions. For example, we had a brand-new team member with a lot of experience in photography, a valuable skill for content marketers; she was able to start teaching her teammates more about taking good photos while still learning other content marketing fundamentals herself.

learning

I love this stock picture because the chalkboard just says “learning.” Photo via
Pixabay.

Since managers can’t be everywhere at once, more experienced employees must take an active role in teaching.
It’s not enough that they be experts (which is why this scale doesn’t go from “Learning” to “Mastering”); they have to be able to impart that expertise to others. Teaching is more than just being available when people have questions, too: senior team members are expected to be proactive about taking the time to show junior team members the ropes.

Prescribed -> creative

The ability to move from executing a set series of tasks to creating creative, heavily client-focused digital marketing campaigns is, in my opinion,
one of the best predictors of long-term SEO success. When someone is just starting out in SEO, it’s appropriate to have a fairly standard set of tasks they’re carrying out. For a lot of those small sites that SEO trainees start on, that set of SEO fundamentals goes a long way. The challenge comes when the basics aren’t enough.

Creative SEO comes from being able to look at a client’s business, not just their website, and tailor a strategy to their specific needs. Creative SEOs are looking for unique solutions to the unique problems that arise from that particular client’s combination of business model, target market, history and revenue goals. Creativity can also be put to work internally, in the form of suggested process improvements and new revenue-driving projects.

General -> T-shaped

The concept of the T-shaped marketer has been around for a few years (if you’re not familiar with the idea, you can read up on it on
Rand’s blog or the Distilled blog). Basically, it means that in addition to deep knowledge whatever area(s) of inbound marketing we specialize in, digital marketers should also work to develop basic knowledge of a broad set of marketing disciplines, in order to understand more about the craft of marketing as a whole.

t-shaped marketer

Source:
The T-Shaped Marketer

A digital marketer who’s just starting out will naturally be focusing more on the broad part of their T, getting their head around the basic concepts and techniques that make up the digital marketing skill set. Eventually most people naturally find a few specialty areas that they’re really passionate about. Encouraging employees to build deep expertise ultimately results in a whole team full of subject matter experts in a whole team’s worth of subjects.

Beginner -> expert

This one is pretty self-explanatory. The important thing to note is that expertise isn’t something that just happens to you after you do something a lot (although that’s definitely part of it).
Honing expertise means actively pursuing new learning opportunities and testing new ideas and tactics, and we look for the pursuit of expertise as part of evaluating someone’s professional growth.

Observing -> leading

Anyone who is working in inbound marketing should be consistently observing the industry—they should be following search engine news, reading blog posts from industry experts, and attending events and webinars to learn more about their craft. It’s a must-do at all levels, and even someone who’s still learning the ropes can be keeping an eye on industry buzz and sharing items of interest with their co-workers.

Not everyone is crazy about the phrase “thought leadership.” When you’re a digital marketing agency, though,
your people are your product—their depth of knowledge and quality of work is a big part of what you’re selling. As your team gains experience and confidence, it’s appropriate to expect them to start participating more in the digital marketing space, both online and in person. This participation could look like: 

  • Pitching and speaking at marketing conferences 
  • Contributing to blogs, whether on your site or in other marketing communities 
  • Organizing local tech meetups 
  • Regularly participating in online events like #seochat

…or a variety of other activities, depending on the individual’s talents and interests. Not only does this kind of thought-leadership activity promote your agency brand, it also helps your employees build their personal brands—and don’t forget, a professional development plan needs to be as much about helping your people grow in their careers as it is about growing the skill sets you need.

Low output -> high output

I love the idea of meticulous, hand-crafted SEO, but let’s be real: life at an agency means getting stuff done. When people are learning to do stuff, it takes them longer to do (which is BY FAR MY LEAST FAVORITE PART OF LEARNING TO DO THINGS, I HATE IT SO MUCH), so expectations of the number of clients/volume of work they can handle should scale appropriately. It’s okay for people to work at their own pace and in their own way, but at some point you need to be able to rely on your team to turn things around quickly, handle urgent requests, and consistently hit deadlines, or you’re going to lose customers.

You may notice that some of these growth areas overlap, and that’s okay—the idea is to create a nuanced approach that captures all the different ways a digital marketer can move toward excellence.

Like with all other aspects of a performance review, it’s important to be as specific as possible when discussing a professional growth plan. If there’s an area a member of your team needs to make more progress in, don’t just say e.g. “You need to be more strategic.” Come up with specific projects and milestones for your marketer to hit so you’re both clear on when they’re growing and what they need to do to get to the next level.

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 Best of 2014: Top People and Posts from the Moz Blog

Posted by Trevor-Klein

At the end of every year, we compile a list of the very best posts and most popular and prolific people that have been published on the Moz Blog and YouMoz. It’s a really fun way to look back on what happened this year, and an insight-packed view of what really resonates with our readers.

Here’s what we’ve got in store:

  1. Top Moz Blog posts by 1Metric score
  2. Top Moz Blog posts by unique visits
  3. Top YouMoz Blog posts by unique visits
  4. Top Moz Blog posts by number of thumbs up
  5. Top Moz Blog posts by number of comments
  6. Top Moz Blog posts by number of linking root domains
  7. Top comments from our community by number of thumbs up
  8. Top commenters from our community by total number of thumbs up

A huge thanks goes to Dr. Pete Meyers and Cyrus Shepard; their help cut the amount of time creating this piece consumed in half.

We hope you enjoy the look back at the past year, and wish you a very happy start to 2015!

1. Top Moz Blog posts by 1Metric score

Earlier this year, we created a new metric to evaluate the success of our blog posts, calling it “the one metric” in a nod to The Lord of the Rings. We even
wrote about it on this blog. With the help and feedback of many folks in the community as well as some refinement of our own, we’ve now polished the metric, changed the spelling a bit, applied it retroactively to older posts, and are using it regularly in-house. The following posts are those with the highest scores, representing the 10 posts that saw the most overall success this year. In case there was any doubt, Cyrus really (really) knows what he’s doing.

1. More than Keywords: 7 Concepts of Advanced On-Page SEO
October 21 – Posted by Cyrus Shepard
As marketers, helping search engines understand what our content means is one of our most important tasks. Search engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means. This post explores a series of on-page techniques that not only build upon one another, but can be combined in sophisticated ways.

Dr-Pete

2. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

MarieHaynes

3. Your Google Algorithm Cheat Sheet: Panda, Penguin, and Hummingbird
June 11 – Posted by Marie Haynes
Do you have questions about the Panda algorithm, the Penguin algorithm, or Hummingbird? This guide explains in lay terms what each of these Google algorithm changes is about and how to improve your site so that it looks better in the eyes of the big G.

4. 12 Ways to Increase Traffic From Google Without Building Links
March 11 – Posted by Cyrus Shepard
The job of the Technical SEO becomes more complex each year, but we also have more opportunities now than ever. Here are 12 ways you can improve your rankings without relying on link building.

OliGardner

5. The Most Entertaining Guide to Landing Page Optimization You’ll Ever Read
May 20 – Posted by Oli Gardner
If you’ve ever been bored while reading a blog post, your life just got better. If you’ve ever wanted to learn about conversion rate optimization, and how to design high-converting landing pages, without falling asleep, you’re in the right place. Buckle up, and prepare to be entertained in your learning regions.

6. Illustrated Guide to Advanced On-Page Topic Targeting for SEO
November 17 – Posted by Cyrus Shepard
The concepts of advanced on-page SEO are dizzying: LDA, co-occurrence, and entity salience. The question is “How can I easily incorporate these techniques into my content for higher rankings?” The truth is, you can create optimized pages that rank well without understanding complex algorithms.

josh_bachynski

7. Panda 4.1 Google Leaked Dos and Don’ts – Whiteboard Friday
December 05 – Posted by Josh Bachynski
Panda is about so much more than good content. Let Josh Bachynski give you the inside information on the highlights of what you should (and should not) be doing.

8. 10 Smart Tips to Leverage Google+ for Increased Web Traffic
April 15 – Posted by Cyrus Shepard
While not everyone has an audience active on Google+, the number of people who interact socially with any Google products on a monthly basis now reportedly exceeds 500 million.

9. The Rules of Link Building – Whiteboard Friday
April 04 – Posted by Cyrus Shepard
Google is increasingly playing the referee in the marketing game, and many marketers are simply leaving instead of playing by the rules. In today’s Whiteboard Friday, Cyrus Shepard takes a time-out to explain a winning strategy.

gfiorelli1

10. The Myth of Google’s 200 Ranking Factors
September 30 – Posted by Gianluca Fiorelli
Nothing like the “The 200 Google Ranking Factors” actually exists. It is a myth, and those who claim to be able to offer a final list are its prophets. This post explains how the myth was born and the importance of knowing the stages of search engines’ working process.

2. Top Moz Blog posts by unique visits

The heaviest-weighted ingredient in the 1Metric is unique visits, as one of our primary goals for the Moz Blog is to drive traffic to the rest of the site. With that in mind, we thought it interesting to break things down to just this metric and show you just how different this list is from the last one. Of note: Dr. Pete’s post on Google’s new design for title tags is a nod to the power of evergreen content. That post is one that folks can return to over and over as they fiddle with their own title tags, and amassed more than
twice the traffic of the post in the #2 slot.

Dr-Pete

1. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

OliGardner

2. The Most Entertaining Guide to Landing Page Optimization You’ll Ever Read
May 20 – Posted by Oli Gardner
If you’ve ever been bored while reading a blog post, your life just got better. If you’ve ever wanted to learn about conversion rate optimization, and how to design high-converting landing pages, without falling asleep, you’re in the right place. Buckle up, and prepare to be entertained in your learning regions.

3. 12 Ways to Increase Traffic From Google Without Building Links
March 11 – Posted by Cyrus Shepard
The job of the Technical SEO becomes more complex each year, but we also have more opportunities now than ever. Here are 12 ways you can improve your rankings without relying on link building.

briancarter

4. Why Every Business Should Spend at Least $1 per Day on Facebook Ads
February 19 – Posted by Brian Carter
For the last three years I’ve constantly recommended Facebook ads. I recommend them to both B2C and B2B businesses. I recommend them to local theaters and comedians here in Charleston, SC. I recommend them to everyone who wants to grow awareness about anything they’re doing. Here’s why.

5. More than Keywords: 7 Concepts of Advanced On-Page SEO
October 21 – Posted by Cyrus Shepard
As marketers, helping search engines understand what our content means is one of our most important tasks. Search engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means. This post explores a series of on-page techniques that not only build upon one another, but can be combined in sophisticated ways.

MarieHaynes

6. Your Google Algorithm Cheat Sheet: Panda, Penguin, and Hummingbird
June 11 – Posted by Marie Haynes
Do you have questions about the Panda algorithm, the Penguin algorithm, or Hummingbird? This guide explains in lay terms what each of these Google algorithm changes is about and how to improve your site so that it looks better in the eyes of the big G.

Chad_Wittman

7. Make Facebook’s Algorithm Change Work For You, Not Against You
January 23 – Posted by Chad Wittman
Recently, many page admins have been experiencing a significant decrease in Total Reach—specifically, organic reach. For pages that want to keep their ad budget as low as possible, maximizing organic reach is vital. To best understand how to make a change like this work for you, and not against you, we need to examine what happened—and what you can do about it.

n8ngrimm

8. How to Rank Well in Amazon, the US’s Largest Product Search Engine
June 04 – Posted by Nathan Grimm
The eCommerce SEO community is ignoring a huge opportunity by focusing almost exclusively on Google. Amazon has roughly three times more search volume for products, and this post tells you all about how to rank.

iPullRank

9. Personas: The Art and Science of Understanding the Person Behind the Visit
January 29 – Posted by Michael King
With the erosion of keyword intelligence and the move to strings-not-things for the user, Google is pushing all marketers to focus more on their target audience. This post will teach you how to understand that audience, the future of Google, and how to build data-driven personas step by step.

Dr-Pete

10. Panda 4.0, Payday Loan 2.0 & eBay’s Very Bad Day
May 21 – Posted by Dr. Peter J. Meyers
Preliminary analysis of the Panda 4.0 and Payday Loan 2.0 updates, major algorithm flux on May 19th, and a big one-day rankings drop for eBay.

3. Top YouMoz Blog posts by unique visits

One of our favorite parts of the Moz community is the YouMoz Blog, where our community members can submit their own posts for potential publishing here on our site. We’re constantly impressed by what we’re sent. These 10 posts all received such high praise that they were promoted to the main Moz Blog, but they all started out as YouMoz posts. 

Chad_Wittman

1. Make Facebook’s Algorithm Change Work For You, Not Against You
January 23 – Posted by Chad Wittman
Recently, many page admins have been experiencing a significant decrease in Total Reach—specifically, organic reach. For pages that want to keep their ad budget as low as possible, maximizing organic reach is vital. To best understand how to make a change like this work for you, and not against you, we need to examine what happened—and what you can do about it.

Carla_Dawson

2. Parallax Scrolling Websites and SEO – A Collection of Solutions and Examples
April 01 – Posted by Carla Dawson
I have observed that there are many articles that say parallax scrolling is not ideal for search engines. Parallax Scrolling is a design technique and it is ideal for search engines if you know how to apply it. I have collected a list of great tutorials and real SEO-friendly parallax websites to help the community learn how to use both techniques together.

Jeffalytics

3. (Provided): 10 Ways to Prove SEO Value in Google Analytics
February 25 – Posted by Jeff Sauer
We and our clients have relied on keyword reports for so long that we’re now using (not provided) as a crutch. This post offers 10 ways you can use Google Analytics to prove your SEO value now that those keywords are gone.

danatanseo

4. How to Set Up and Use Twitter Lead Generation Cards in Your Tweets for Free!
May 07 – Posted by Dana Tan
Working as an in-house SEO strategist for a small business forces me to get “scrappy” every day with tools and techniques. I’m constantly on the lookout for an opportunity that can help my company market to broader audiences for less money. Here’s how to set up your Twitter Cards for free!

Amanda_Gallucci

5. 75 Content Starters for Any Industry
February 06 – Posted by Amanda Gallucci
Suffering from blank page anxiety? Before you go on the hunt for inspiration all over the Internet and elsewhere, turn to the resources around you. Realize that you can create exceptional content with what you already have at hand.

nicoleckohler

6. The Hidden Power of Nofollow Links
June 08 – Posted by Nicole Kohler
For those of us who are trying to earn links for our clients, receiving a nofollow link can feel like a slap in the face. But these links have hidden powers that make them just as important as followed ones. Here’s why nofollow links are more powerful than you might think.

YonDotan

7. A Startling Case Study of Manual Penalties and Negative SEO
March 17 – Posted by Yonatan Dotan
One day in my inbox I found the dreaded notice from Google that our client had a site-wide manual penalty for unnatural inbound links. We quickly set up a call and went through the tooth-rattling ordeal of explaining to our client that they weren’t even ranked for their brand name. Organic traffic dropped by a whopping 94% – and that for a website that gets 66% of its traffic from Google-based organic search.

malditojavi

8. How PornHub Is Bringing its A-Game (SFW)
July 23 – Posted by Javier Sanz
Despite dealing with a sensitive subject, PornHub is doing a great job marketing itself. This (safe-for-work) post takes a closer look at what they are doing.

ajfried

9. Storytelling Through Data: A New Inbound Marketing & SEO Report Structure
January 07 – Posted by Aaron Friedman
No matter what business you are in, it’s a pretty sure thing that someone is going to want to monitor how efficiently and productively you are working. Being able to show these results over time is crucial to maintaining the health of the long term relationship.

robinparallax

10. The Art of Thinking Sideways: Content Marketing for “Boring” Businesses
April 08 – Posted by Robin Swire
In this article, I’ll examine the art of thinking sideways for one of the slightly more tricky marketing clients I’ve worked with. I hope that this will provide an insight for fellow content marketers and SEOs in similar scenarios.

4. Top Moz Blog posts by number of thumbs up

These 10 posts were well enough received that liked that quite a few readers took the time to engage with them, logging in to give their stamp of approval. Whiteboard Fridays are always a hit, and two of them managed to make this list after having been live for less than a month.

1. More than Keywords: 7 Concepts of Advanced On-Page SEO
October 21 – Posted by Cyrus Shepard
As marketers, helping search engines understand what our content means is one of our most important tasks. Search engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means. This post explores a series of on-page techniques that not only build upon one another, but can be combined in sophisticated ways.

Dr-Pete

2. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

randfish

3. Dear Google, Links from YouMoz Don’t Violate Your Quality Guidelines
July 23 – Posted by Rand Fishkin
Recently, Moz contributor Scott Wyden, a photographer in New Jersey, received a warning in his Google Webmaster Tools about some links that violated Google’s Quality Guidelines. One example was from moz.com.

MarieHaynes

4. Your Google Algorithm Cheat Sheet: Panda, Penguin, and Hummingbird
June 11 – Posted by Marie Haynes
Do you have questions about the Panda algorithm, the Penguin algorithm, or Hummingbird? This guide explains in lay terms what each of these Google algorithm changes is about and how to improve your site so that it looks better in the eyes of the big G.

randfish

5. Thank You for 10 Incredible Years
October 06 – Posted by Rand Fishkin
It’s been 10 amazing years since Rand started the blog that would turn into SEOmoz and then Moz, and we never could have come this far without you all. You’ll find letters of appreciation from Rand and Sarah in this post (along with a super-cool video retrospective!), and from all of us at Moz, thank you!

6. Illustrated Guide to Advanced On-Page Topic Targeting for SEO
November 17 – Posted by Cyrus Shepard
The concepts of advanced on-page SEO are dizzying: LDA, co-occurrence, and entity salience. The question is “How can I easily incorporate these techniques into my content for higher rankings?” The truth is, you can create optimized pages that rank well without understanding complex algorithms.

josh_bachynski

7. Panda 4.1 Google Leaked Dos and Don’ts – Whiteboard Friday
December 05 – Posted by Josh Bachynski
Panda is about so much more than good content. Let Josh Bachynski give you the inside information on the highlights of what you should (and should not) be doing.

OliGardner

8. The Most Entertaining Guide to Landing Page Optimization You’ll Ever Read
May 20 – Posted by Oli Gardner
If you’ve ever been bored while reading a blog post, your life just got better. If you’ve ever wanted to learn about conversion rate optimization, and how to design high-converting landing pages, without falling asleep, you’re in the right place. Buckle up, and prepare to be entertained in your learning regions.

randfish

9. Does SEO Boil Down to Site Crawlability and Content Quality? – Whiteboard Friday
July 11 – Posted by Rand Fishkin
What does good SEO really mean these days? Rand takes us beyond crawlability and content quality for a peek inside the art and science of the practice.

randfish

10. How to Avoid the Unrealistic Expectations SEOs Often Create – Whiteboard Friday
December 12 – Posted by Rand Fishkin
Making promises about SEO results too often leads to broken dreams and shredded contracts. In today’s Whiteboard Friday, Rand shows us how to set expectations that lead to excitement but help prevent costly misunderstandings.

5. Top Moz Blog posts by number of comments

While the discussions can take a big chunk out of an already busy day, the conversations we get to have with our community members (and the conversations they have with each other) in the comments below our posts is absolutely one of our favorite parts of the blog. These 10 posts garnered quite a bit of discussion (some with a fair amount of controversy), and are fascinating to follow.

1. Take the SEO Expert Quiz and Rule the Internet
May 28 – Posted by Cyrus Shepard
You are master of the keyword. You create 1,000 links with a single tweet. Google engineers ask for your approval before updating their algorithm. You, my friend, are an SEO Expert. Prove it by taking our new SEO Expert Quiz.

2. The Rules of Link Building – Whiteboard Friday
April 04 – Posted by Cyrus Shepard
Google is increasingly playing the referee in the marketing game, and many marketers are simply leaving instead of playing by the rules. In today’s Whiteboard Friday, Cyrus Shepard takes a time-out to explain a winning strategy.

randfish

3. Dear Google, Links from YouMoz Don’t Violate Your Quality Guidelines
July 23 – Posted by Rand Fishkin
Recently, Moz contributor Scott Wyden, a photographer in New Jersey, received a warning in his Google Webmaster Tools about some links that violated Google’s Quality Guidelines. One example was from moz.com.

Dr-Pete

4. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

Carla_Dawson

5. SEO Teaching: Should SEO Be Taught at Universities?
October 09 – Posted by Carla Dawson
Despite the popularity and importance of SEO, the field has yet to gain significant traction at the university level other than a few courses here and there offered as part of a broader digital marketing degree. The tide could be turning, however slowly.

6. 12 Ways to Increase Traffic From Google Without Building Links
March 11 – Posted by Cyrus Shepard
The job of the Technical SEO becomes more complex each year, but we also have more opportunities now than ever. Here are 12 ways you can improve your rankings without relying on link building.

evolvingSEO

7. The Broken Art of Company Blogging (and the Ignored Metric that Could Save Us All)
July 22 – Posted by Dan Shure
Company blogging is broken. We’re tricking ourselves into believing they’re successful while ignoring the one signal we have that tells us whether they’re actually working.

MichaelC

8. Real-World Panda Optimization – Whiteboard Friday
August 01 – Posted by Michael Cottam
From the originality of your content to top-heavy posts, there’s a lot that the Panda algorithm is looking for. In today’s Whiteboard Friday, Michael Cottam explains what these things are, and more importantly, what we can do to be sure we get the nod from this particular bear.

EricaMcGillivray

9. Ways to Proactively Welcome Women Into Online Marketing
September 17 – Posted by Erica McGillivray
SEO may be a male-dominated industry, but let’s step out of our biases and work hard to welcome women, and marketers of all stripes, into our community.

10. More than Keywords: 7 Concepts of Advanced On-Page SEO
October 21 – Posted by Cyrus Shepard
As marketers, helping search engines understand what our content means is one of our most important tasks. Search engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means. This post explores a series of on-page techniques that not only build upon one another, but can be combined in sophisticated ways.

6. Top Moz Blog posts by number of linking root domains

What, you thought you’d get to the bottom of the post without seeing a traditional SEO metric? =)

Dr-Pete

1. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

Dr-Pete

2. Panda 4.0, Payday Loan 2.0 & eBay’s Very Bad Day
May 21 – Posted by Dr. Peter J. Meyers
Preliminary analysis of the Panda 4.0 and Payday Loan 2.0 updates, major algorithm flux on May 19th, and a big one-day rankings drop for eBay.

iPullRank

3. Personas: The Art and Science of Understanding the Person Behind the Visit
January 29 – Posted by Michael King
With the erosion of keyword intelligence and the move to strings-not-things for the user, Google is pushing all marketers to focus more on their target audience. This post will teach you how to understand that audience, the future of Google, and how to build data-driven personas step by step.

briancarter

4. Why Every Business Should Spend at Least $1 per Day on Facebook Ads
February 19 – Posted by Brian Carter
For the last three years I’ve constantly recommended Facebook ads. I recommend them to both B2C and B2B businesses. I recommend them to local theaters and comedians here in Charleston, SC. I recommend them to everyone who wants to grow awareness about anything they’re doing. Here’s why.

JamesAgate

5. The New Link Building Survey 2014 – Results
July 16 – Posted by James Agate
How has the marketing industry changed its views of link building since last year? James Agate of Skyrocket SEO is back with the results of a brand new survey.

Dr-Pete

6. Google’s 2014 Redesign: Before and After
March 13 – Posted by Dr. Peter J. Meyers
Google’s SERP and ad format redesign may finally be rolling out, after months of testing. Before we lose the old version forever, here’s the before-and-after of every major vertical that’s changed.

7. Google Announces the End of Author Photos in Search: What You Should Know
June 26 – Posted by Cyrus Shepard
Many of us have been constantly advising webmasters to connect their content writers with Google authorship, and it came as a shock when John Mueller announced Google will soon drop authorship photos from regular search results. Let’s examine what this means.

randfish

8. The Greatest Misconception in Content Marketing – Whiteboard Friday
April 25 – Posted by Rand Fishkin
Great content certainly helps business, but it isn’t as simple as “publish, share, convert new customers.” In today’s Whiteboard Friday, Rand explains what’s really going on.

OliGardner

9. The Most Entertaining Guide to Landing Page Optimization You’ll Ever Read
May 20 – Posted by Oli Gardner
If you’ve ever been bored while reading a blog post, your life just got better. If you’ve ever wanted to learn about conversion rate optimization, and how to design high-converting landing pages, without falling asleep, you’re in the right place. Buckle up, and prepare to be entertained in your learning regions.

MarieHaynes

10. Your Google Algorithm Cheat Sheet: Panda, Penguin, and Hummingbird
June 11 – Posted by Marie Haynes
Do you have questions about the Panda algorithm, the Penguin algorithm, or Hummingbird? This guide explains in lay terms what each of these Google algorithm changes is about and how to improve your site so that it looks better in the eyes of the big G.

7. Top comments from our community by number of thumbs up

These 10 comments were the most thumbed-up of any on our blogs this year, offering voices of reason that stand out from the crowd. 

MarieHaynes

1. Marie Haynes | July 23
Commented on: 
Dear Google, Links from YouMoz Don’t Violate Your Quality Guidelines

Backlinko

2. Brian Dean | September 30
Commented on: 
The Myth of Google’s 200 Ranking Factors

mpezet

3. Martin Pezet | July 22
Commented on: 
The Broken Art of Company Blogging (and the Ignored Metric that Could Save Us All)

dannysullivan

4. Danny Sullivan | July 23
Commented on: 
Dear Google, Links from YouMoz Don’t Violate Your Quality Guidelines

5. Cyrus Shepard | October 21
Commented on: 
More than Keywords: 7 Concepts of Advanced On-Page SEO

SarahBird

6. Sarah Bird | September 17
Commented on: 
Ways to Proactively Welcome Women Into Online Marketing

randfish

7. Rand Fishkin | July 04
Commented on: 
5 Fashion Hacks for the Modern Male Marketer – Whiteboard Friday

mpezet

8. Martin Pezet | September 30
Commented on: 
The Myth of Google’s 200 Ranking Factors

FangDigitalMarketing

9. Jeff Ferguson | October 24
Commented on: 
Is It Possible to Have Good SEO Simply by Having Great Content – Whiteboard Friday

magicrob

10. Robert Duckers | March 20
Commented on: 
New Title Tag Guidelines & Preview Tool

8. Top commenters from our community by total thumbs up

We calculated this one a bit differently this year. In the past, we’ve shown the top community members by sheer number of comments. We don’t want, however, to imply that being prolific is necessarily good within itself. So, we added up all the thumbs-up that each comment on our blogs has received, and figured out which community members racked up the most thumbs over the course of the year. (We’ve intentionally omitted staff members and associates from this list, as they’d stack the deck pretty heavily!)

The graphics to the right of each community member show the number of comments they’ve left on blog posts in 2014 as well as the total number of thumbs up those comments have received.

This list is truly an illustration of how amazing the Moz community is. This site would hardly be anything without all of you, and we
so appreciate your involvement on such a regular basis!

SamuelScott

1. Samuel Scott (Moz username: SamuelScott)
MozPoints: 1557 | Rank: 54

paints-n-design

2. Andreas Becker (Moz username: paints-n-design)
MozPoints: 667 | Rank: 148

MarieHaynes

3. Marie Haynes (Moz username: MarieHaynes)
MozPoints: 4706 | Rank: 7

MarkTraphagen

4. Mark Traphagen (Moz username: MarkTraphagen)
MozPoints: 993 | Rank: 102

steviephil

5. Steve Morgan (Moz username: steviephil)
MozPoints: 1249 | Rank: 72

russangular

6. Russ Jones (Moz username: russangular)
MozPoints: 3282 | Rank: 16

mpezet

7. Martin Pezet (Moz username: mpezet)
MozPoints: 464 | Rank: 211

Pixelbypixel

8. Chris Painter (Moz username: Pixelbypixel)
MozPoints: 2707 | Rank: 25

billslawski

9. Bill Slawski (Moz username: billslawski)
MozPoints: 709 | Rank: 140

danatanseo

10. Dana Tan (Moz username: danatanseo)
MozPoints: 4071 | Rank: 11

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Reblogged 4 years ago from moz.com