INTERACTIVE: Pinterest and Instagram – what works, what doesn’t?

  What are the most talked about topics on Pinterest? How popular are cat pictures on Instagram? Are cat pictures more popular on Instagram than on Pinterest? At Labs.Majestic we built Round The Clock – an interactive tool that lets you take a closer look at Topical Trust Flow data for a website of your…

The post INTERACTIVE: Pinterest and Instagram – what works, what doesn’t? appeared first on Majestic Blog.

Reblogged 3 years ago from blog.majestic.com

​The 2015 Online Marketing Industry Survey

Posted by Dr-Pete

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

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

A few highlights

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

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

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

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

Top tools

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

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

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

Here are the Top 10 Content tools in our survey:

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

Following are our respondents’ Top 10 analytics tools:

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

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

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

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

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

Top activities

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

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

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

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

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

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

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

What’s in store for 2016?

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

Raw data download

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

Download the raw results

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 years ago from tracking.feedpress.it

Simple Steps for Conducting Creative Content Research

Posted by Hannah_Smith

Most frequently, the content we create at Distilled is designed to attract press coverage, social shares, and exposure (and links) on sites our clients’ target audience reads. That’s a tall order.

Over the years we’ve had our hits and misses, and through this we’ve recognised the value of learning about what makes a piece of content successful. Coming up with a great idea is difficult, and it can be tough to figure out where to begin. Today, rather than leaping headlong into brainstorming sessions, we start with creative content research.

What is creative content research?

Creative content research enables you to answer the questions:

“What are websites publishing, and what are people sharing?”

From this, you’ll then have a clearer view on what might be successful for your client.

A few years ago this required quite an amount of work to figure out. Today, happily, it’s much quicker and easier. In this post I’ll share the process and tools we use.

Whoa there… Why do I need to do this?

I think that the value in this sort of activity lies in a couple of directions:

a) You can learn a lot by deconstructing the success of others…

I’ve been taking stuff apart to try to figure out how it works for about as long as I can remember, so applying this process to content research felt pretty natural to me. Perhaps more importantly though, I think that deconstructing content is actually easier when it isn’t your own. You’re not involved, invested, or in love with the piece so viewing it objectively and learning from it is much easier.

b) Your research will give you a clear overview of the competitive landscape…

As soon as a company elects to start creating content, they gain a whole raft of new competitors. In addition to their commercial competitors (i.e. those who offer similar products or services), the company also gains content competitors. For example, if you’re a sports betting company and plan to create content related to the sports events that you’re offering betting markets on; then you’re competing not just with other betting companies, but every other publisher who creates content about these events. That means major news outlets, sports news site, fan sites, etc. To make matters even more complicated, it’s likely that you’ll actually be seeking coverage from those same content competitors. As such, you need to understand what’s already being created in the space before creating content of your own.

c) You’re giving yourself the data to create a more compelling pitch…

At some point you’re going to need to pitch your ideas to your client (or your boss if you’re working in-house). At Distilled, we’ve found that getting ideas signed off can be really tough. Ultimately, a great idea is worthless if we can’t persuade our client to give us the green light. This research can be used to make a more compelling case to your client and get those ideas signed off. (Incidentally, if getting ideas signed off is proving to be an issue you might find this framework for pitching creative ideas useful).

Where to start

Good ideas start with a good brief, however it can be tough to pin clients down to get answers to a long list of questions.

As a minimum you’ll need to know the following:

  • Who are they looking to target?
    • Age, sex, demographic
    • What’s their core focus? What do they care about? What problems are they looking to solve?
    • Who influences them?
    • What else are they interested in?
    • Where do they shop and which brands do they buy?
    • What do they read?
    • What do they watch on TV?
    • Where do they spend their time online?
  • Where do they want to get coverage?
    • We typically ask our clients to give us a wishlist of 10 or so sites they’d love to get coverage on
  • Which topics are they comfortable covering?
    • This question is often the toughest, particularly if a client hasn’t created content specifically for links and shares before. Often clients are uncomfortable about drifting too far away from their core business—for example, if they sell insurance, they’ll typically say that they really want to create a piece of content about insurance. Whilst this is understandable from the clients’ perspective it can severely limit their chances of success. It’s definitely worth offering up a gentle challenge at this stage—I’ll often cite Red Bull, who are a great example of a company who create content based on what their consumers love, not what they sell (i.e. Red Bull sell soft drinks, but create content about extreme sports because that’s the sort of content their audience love to consume). It’s worth planting this idea early, but don’t get dragged into a fierce debate at this stage—you’ll be able to make a far more compelling argument once you’ve done your research and are pitching concrete ideas.

Processes, useful tools and sites

Now you have your brief, it’s time to begin your research.

Given that we’re looking to uncover “what websites are publishing and what’s being shared,” It won’t surprise you to learn that I pay particular attention to pieces of content and the coverage they receive. For each piece that I think is interesting I’ll note down the following:

  • The title/headline
  • A link to the coverage (and to the original piece if applicable)
  • How many social shares the coverage earned (and the original piece earned)
  • The number of linking root domains the original piece earned
  • Some notes about the piece itself: why it’s interesting, why I think it got shares/coverage
  • Any gaps in the content, whether or not it’s been executed well
  • How we might do something similar (if applicable)

Whilst I’m doing this I’ll also make a note of specific sites I see being frequently shared (I tend to check these out separately later on), any interesting bits of research (particularly if I think there might be an opportunity to do something different with the data), interesting threads on forums etc.

When it comes to kicking off your research, you can start wherever you like, but I’d recommend that you cover off each of the areas below:

What does your target audience share?

Whilst this activity might not uncover specific pieces of successful content, it’s a great way of getting a clearer understanding of your target audience, and getting a handle on the sites they read and the topics which interest them.

  • Review social profiles / feeds
    • If the company you’re working for has a Facebook page, it shouldn’t be too difficult to find some people who’ve liked the company page and have a public profile. It’s even easier on Twitter where most profiles are public. Whilst this won’t give you quantitative data, it does put a human face to your audience data and gives you a feel for what these people care about and share. In addition to uncovering specific pieces of content, this can also provide inspiration in terms of other sites you might want to investigate further and ideas for topics you might want to explore.
  • Demographics Pro
    • This service infers demographic data from your clients’ Twitter followers. I find it particularly useful if the client doesn’t know too much about their audience. In addition to demographic data, you get a breakdown of professions, interests, brand affiliations, and the other Twitter accounts they follow and who they’re most influenced by. This is a paid-for service, but there are pay-as-you-go options in addition to pay monthly plans.

Finding successful pieces of content on specific sites

If you’ve a list of sites you know your target audience read, and/or you know your client wants to get coverage on, there are a bunch of ways you can uncover interesting content:

  • Using your link research tool of choice (e.g. Open Site Explorer, Majestic, ahrefs) you can run a domain level report to see which pages have attracted the most links. This can also be useful if you want to check out commercial competitors to see which pieces of content they’ve created have attracted the most links.
  • There are also tools which enable you to uncover the most shared content on individual sites. You can use Buzzsumo to run content analysis reports on individual domains which provide data on average social shares per post, social shares by network, and social shares by content type.
  • If you just want to see the most shared content for a given domain you can run a simple search on Buzzsumo using the domain; and there’s also the option to refine by topic. For example a search like [guardian.com big data] will return the most shared content on the Guardian related to big data. You can also run similar reports using ahrefs’ Content Explorer tool.

Both Buzzsumo and ahrefs are paid tools, but both offer free trials. If you need to explore the most shared content without using a paid tool, there are other alternatives. Check out Social Crawlytics which will crawl domains and return social share data, or alternatively, you can crawl a site (or section of a site) and then run the URLs through SharedCount‘s bulk upload feature.

Finding successful pieces of content by topic

When searching by topic, I find it best to begin with a broad search and then drill down into more specific areas. For example, if I had a client in the financial services space, I’d start out looking at a broad topic like “money” rather than shooting straight to topics like loans or credit cards.

As mentioned above, both Buzzsumo and ahrefs allow you to search for the most shared content by topic and both offer advanced search options.

Further inspiration

There are also several sites I like to look at for inspiration. Whilst these sites don’t give you a great steer on whether or not a particular piece of content was actually successful, with a little digging you can quickly find the original source and pull link and social share data:

  • Visually has a community area where users can upload creative content. You can search by topic to uncover examples.
  • TrendHunter have a searchable archive of creative ideas, they feature products, creative campaigns, marketing campaigns, advertising and more. It’s best to keep your searches broad if you’re looking at this site.
  • Check out Niice (a moodboard app) which also has a searchable archive of handpicked design inspiration.
  • Searching Pinterest can allow you to unearth some interesting bits and pieces as can Google image searches and regular Google searches around particular topics.
  • Reviewing relevant sections of discussion sites like Quora can provide insight into what people are asking about particular topics which may spark a creative idea.

Moving from data to insight

By this point you’ve (hopefully) got a long list of content examples. Whilst this is a great start, effectively what you’ve got here is just data, now you need to convert this to insight.

Remember, we’re trying to answer the questions: “What are websites publishing, and what are people sharing?”

Ordinarily as I go through the creative content research process, I start to see patterns or themes emerge. For example, across a variety of topics areas you’ll see that the most shared content tends to be news. Whilst this is good to know, it’s not necessarily something that’s going to be particularly actionable. You’ll need to dig a little deeper—what else (aside from news) is given coverage? Can you split those things into categories or themes?

This is tough to explain in the abstract, so let me give you an example. We’d identified a set of music sites (e.g. Rolling Stone, NME, CoS, Stereogum, Pitchfork) as target publishers for a client.

Here’s a summary of what I concluded following my research:

The most-shared content on these music publications is news: album launches, new singles, videos of performances etc. As such, if we can work a news hook into whatever we create, this could positively influence our chances of gaining coverage.

Aside from news, the content which gains traction tends to fall into one of the following categories:

Earlier in this post I mentioned that it can be particularly tough to create content which attracts coverage and shares if clients feel strongly that they want to do something directly related to their product or service. The example I gave at the outset was a client who sold insurance and was really keen to create something about insurance. You’re now in a great position to win an argument with data, as thanks to your research you’ll be able to cite several pieces of insurance-related content which have struggled to gain traction. But it’s not all bad news as you’ll also be able to cite other topics which are relevant to the client’s target audience and stand a better chance of gaining coverage and shares.

Avoiding the pitfalls

There are potential pitfalls when it comes to creative content research in that it’s easy to leap to erroneous conclusions. Here’s some things to watch out for:

Make sure you’re identifying outliers…

When seeking out successful pieces of content you need to be certain that what you’re looking at is actually an outlier. For example, the average post on BuzzFeed gets over 30k social shares. As such, that post you found with just 10k shares is not an outlier. It’s done significantly worse than average. It’s therefore not the best post to be holding up as a fabulous example of what to create to get shares.

Don’t get distracted by formats…

Pay more attention to the idea than the format. For example, the folks at Mashable, kindly covered an infographic about Instagram which we created for a client. However, the takeaway here is not that Instagram infographics get coverage on Mashable. Mashable didn’t cover this because we created an infographic. They covered the piece because it told a story in a compelling and unusual way.

You probably shouldn’t create a listicle…

This point is related to the point above. In my experience, unless you’re a publisher with a huge, engaged social following, that listicle of yours is unlikely to gain traction. Listicles on huge publisher sites get shares, listicles on client sites typically don’t. This is doubly important if you’re also seeking coverage, as listicles on clients sites don’t typically get links or coverage on other sites.

How we use the research to inform our ideation process

At Distilled, we typically take a creative brief and complete creative content research and then move into the ideation process. A summary of the research is included within the creative brief, and this, along with a copy of the full creative content research is shared with the team.

The research acts as inspiration and direction and is particularly useful in terms of identifying potential topics to explore but doesn’t mean team members don’t still do further research of their own.

This process by no means acts as a silver bullet, but it definitely helps us come up with ideas.


Thanks for sticking with me to the end!

I’d love to hear more about your creative content research processes and any tips you have for finding inspirational content. Do let me know via the comments.

Image credits: Research, typing, audience, inspiration, kitteh.

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 years ago from tracking.feedpress.it

​1 Day After Mobilegeddon: How Far Did the Sky Fall?

Posted by Dr-Pete

Even clinging to the once towering bridge, the only thing Kayce could see was desert. Yesterday, San Francisco hummed with life, but now there was nothing but the hot hiss of the wind. Google’s Mobilegeddon blew out from Mountain View like Death’s last exhale, and for the first time since she regained consciousness, Kayce wondered if she was the last SEO left alive.

We have a penchant for melodrama, and the blogosphere loves a conspiracy, but after weeks of speculation bordering on hysteria, it’s time to see what the data has to say about Google’s Mobile Update. We’re going to do something a little different – this post will be updated periodically as new data comes in. Stay tuned to this post/URL.

If you watch MozCast, you may be unimpressed with this particular apocalypse:

Temperatures hit 66.1°F on the first official day of Google’s Mobile Update (the system is tuned to an average of 70°F). Of course, the problem is that this system only measures desktop temperatures, and as we know, Google’s Mobile Update should only impact mobile SERPs. So, we decided to build a MozCast Mobile, that would separately track mobile SERPs (Android, specifically) across the same 10K keyword set. Here’s what we saw for the past 7 days on MozCast Mobile:

While the temperature across mobile results on April 21st was slightly higher (73.7°F), you’ll also notice that most of the days are slightly higher and the pattern of change is roughly the same. It appears that the first day of the Mobile Update was a relatively quiet day.

There’s another metric we can look at, though. Since building MozCast Mobile, we’ve also been tracking how many page-1 URLs show the “Mobile-friendly” tag. Presumably, if mobile-friendly results are rewarded, we’ll expect that number to jump. Here’s the last 7 days of that stat:

As of the morning of April 22nd, 70.1% of the URLs we track carried the “Mobile-friendly” tag. That sounds like a lot, but that number hasn’t changed much the past few days. Interestingly, the number has creeped up over the past 2 weeks from a low of 66.3%. It’s unclear whether this is due to changes Google made or changes webmasters made, but I suspect this small uptick indicates sites making last minute changes to meet the mobile deadline. It appears Google is getting what they want from us, one way or another.

Tracking a long roll-out

Although Google has repeatedly cited April 21st, they’ve also said that this update could take days or weeks. If an update is spread out over weeks, can we accurately measure the flux? The short answer is: not very well. We can measure flux over any time-span, but search results naturally change over time – we have no real guidance to tell us what’s normal over longer periods.

The “Mobile-friendly” tag tracking is one solution – this should gradually increase – but there’s another metric we can look at. If mobile results continue to diverge from desktop results, than the same-day flux between the two sets of results should increase. In other words, mobile results should get increasingly different from desktop results with each day of the roll-out. Here’s what that cross-flux looks like:

I’m using raw flux data here, since the temperature conversion isn’t calibrated to this data. This comparison is tricky, because many sites use different URLs for mobile vs. desktop. I’ve stripped out the obvious cases (“m.” and “mobile.” sub-domains), but that still leaves a lot of variants.

Historically, we’re not seeing much movement on April 21st. The bump on April 15-16 is probably an error – Google made a change to In-depth Articles on mobile that created some bad data. So, again, not much going on here, but this should give us a view to see compounding changes over time.

Tracking potential losers

No sites are reporting major hits yet, but by looking at the “Mobile-friendly” tag for the top domains in MozCast Mobile, we can start to piece together who might get hit by the update. Here are the top 20 domains (in our 10K data set) as of April 21st, along with the percent of their ranking URLs that are tagged as mobile-friendly:

    1. en.m.wikipedia.org — 96.3%
    2. www.amazon.com — 62.3%
    3. m.facebook.com — 100.0%
    4. m.yelp.com — 99.9%
    5. m.youtube.com — 27.8%
    6. twitter.com — 99.8%
    7. www.tripadvisor.com — 92.5%
    8. www.m.webmd.com — 100.0%
    9. mobile.walmart.com — 99.5%
    10. www.pinterest.com — 97.5%
    11. www.foodnetwork.com — 69.9%
    12. www.ebay.com — 97.7%
    13. www.mayoclinic.org — 100.0%
    14. m.allrecipes.com — 97.1%
    15. m.medlineplus.gov — 100.0%
    16. www.bestbuy.com — 90.2%
    17. www.overstock.com — 98.6%
    18. m.target.com — 41.4%
    19. www.zillow.com — 99.6%
    20. www.irs.gov — 0.0%

I’ve bolded any site under 75% – the IRS is our big Top 20 trouble spot, although don’t expect IRS.gov to stop ranking at tax-time soon. Interestingly, YouTube’s mobile site only shows as mobile-friendly about a quarter of the time in our data set – this will be a key case to watch. Note that Google could consider a site mobile-friendly without showing the “Mobile-friendly” tag, but it’s the simplest/best proxy we have right now.

Changes beyond rankings

It’s important to note that, in many ways, mobile SERPs are already different from desktop SERPs. The most striking difference is design, but that’s not the only change. For examples, Google recently announced that they would be dropping domains in mobile display URLs. Here’s a sample mobile result from my recent post:

Notice the display URL, which starts with the brand name (“Moz”) instead of our domain name. That’s followed by a breadcrumb-style URL that uses part of the page name. Expect this to spread, and possibly even hit desktop results in the future.

While Google has said that vertical results wouldn’t change with the April 21st update, that statement is a bit misleading when it comes to local results. Google already uses different styles of local pack results for mobile, and those pack results appear in different proportions. For example, here’s a local “snack pack” on mobile (Android):

Snack packs appear in only 1.5% of the local rankings we track for MozCast Desktop, but they’re nearly 4X as prevalent (6.0%) on MozCast Mobile (for the same keywords and locations). As these new packs become more prevalent, they take away other styles of packs, and create new user behavior. So, to say local is the same just because the core algorithm may be the same is misleading at best.

Finally, mobile adds entirely new entities, like app packs on Android (from a search for “jobs”):

These app packs appear on a full 8.4% of the mobile SERPs we’re tracking, including many high-volume keywords. As I noted in my recent post, these app packs also consume page-1 organic slots.

A bit of good news

If you’re worried that you may be too late to the mobile game, it appears there is some good news. Google will most likely reprocess new mobile-friendly pages quickly. Just this past few days, Moz redesigned our blog to be mobile friendly. In less than 24 hours, some of our main blog pages were already showing the “Mobile-friendly” tag:

However big this update ultimately ends up being, Google’s push toward mobile-first design and their clear public stance on this issue strongly signal that mobile-friendly sites are going to have an advantage over time.

Stay tuned to this post (same URL) for the next week or two – I’ll be updating charts and data as the Mobile Update continues to roll out. If the update really does take days or weeks, we’ll do our best to measure the long-term impact and keep you informed.

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 years ago from tracking.feedpress.it

SEO Bangla Tutorial Part 12 Meta Tag Creation SEO Tutorial Videos

Twitter: https://twitter.com/bdseotutorial delicious: https://delicious.com/freeseotutorial pinterest: http://www.pinterest.com/banglaseotutori/ stumbleupon:…

Reblogged 3 years ago from www.youtube.com