Learn more about local SEO from the super passionate and smart Greg Gifford.
Please visit Search Engine Land for the full article.
Reblogged 3 months ago from feeds.searchengineland.com
Learn more about local SEO from the super passionate and smart Greg Gifford.
Please visit Search Engine Land for the full article.
Reblogged 3 months ago from feeds.searchengineland.com
Posted by MiriamEllis
Have you been exploring all the ways you might use Google Posts to set and meet brand goals?
Chances are good you’ve heard of Google Posts by now: the micro-blogging Google My Business dashboard feature which instantly populates content to your Knowledge Panel and individual listing. We’re still only months into the release of this fascinating capability, use of which is theorized as having a potential impact on local pack rankings. When I recently listened to Joel Headley describing his incredibly creative use of Google Posts to increase healthcare provider bookings, it’s something I was excited to share with the Moz community here.
Joel Headley worked for over a decade on local and web search at Google. He’s now the Director of Local SEO and Marketing at healthcare practice growth platform PatientPop. He’s graciously agreed to chat with me about how his company increased appointment bookings by about 11% for thousands of customer listings via Google Posts.
Miriam: So, Joel, Google offers a formal booking feature within their own product, but it isn’t always easy to participate in that program, and it keeps users within “Google’s walled garden” instead of guiding them to brand-controlled assets. As I recently learned, PatientPop innovated almost instantly when Google Posts was rolled out in 2017. Can you summarize for me what your company put together for your customers as a booking vehicle that didn’t depend on Google’s booking program?
Joel: PatientPop wants to provide patients an opportunity to make appointments directly with their healthcare provider. In that way, we’re a white label service. Google has had a handful of booking products. In a prior iteration, there was a simpler product that was powered by schema and microforms, which could have scaled to anyone willing to add the schema.
Today, they are putting their effort behind Reserve with Google, which requires a much deeper API integration. While PatientPop would be happy to provide more services on Google, Reserve with Google doesn’t yet allow most of our customers, according to their own policies. (However, the reservation service is marketed through Google My Business to those categories, which is a bit confusing.)
Additionally, when you open the booking widget, you see two logos: G Pay and the booking software provider. I’d love to see a product that allows the healthcare provider to be front and center in the entire process. A patient-doctor relationship is personal, and we’d like to emphasize you’re booking your doctor, not PatientPop.
Because we can’t get the CTAs unique to Reserve with Google, we realized that Google Posts can be a great vehicle for us to essentially get the same result.
When Google Posts first launched, I tested a handful of practices. The interaction rate was low compared to other elements in the Google listing. But, given there was incremental gain in traffic, it seemed worthwhile, if we could scale the product. It seemed like a handy way to provide scheduling with Google without having to go through the hoops of the Maps Booking (reserve with) API.
Miriam: Makes sense! Now, I’ve created a fictitious example of what it looks like to use Google Posts to prompt bookings, following your recommendations to use a simple color as the image background and to make the image text quite visible. Does this look similar to what PatientPop is doing for its customers and can you provide recommendations for the image size and font size you’ve seen work best?
Joel: Yes, that’s pretty similar to the types of Posts we’re submitting to our customer listings. I tested a handful of image types, ones with providers, some with no text, and the less busy image with actionable text is what performed the best. I noticed that making the image look more like a button, with button-like text, improved click-through rates too — CTR doubled compared to images with no text.
The image size we use is 750×750 with 48-point font size. If one uses the API, the image must be square cropped when creating the post. Otherwise, Posts using the Google My Business interface will give you an option to crop. The only issue I have with the published version of the image: the cropping is uneven — sometimes it is center-cropped, but other times, the bottom is cut off. That makes it hard to predict when on-image text will appear. But we keep it in the center which generally works pretty well.
Miriam: And, when clicked on, the Google Post takes the user to the client’s own website, where PatientPop software is being used to manage appointments — is that right?
Joel: Yes, the site is built by PatientPop. When selecting Book, the patient is taken directly to the provider’s site where the booking widget is opened and an appointment can be selected from a calendar. These appointments can be synced back to the practice’s electronic records system.
Miriam: Very tidy! As I understand it, PatientPop manages thousands of client listings, necessitating the need to automate this use of Google Posts. Without giving any secrets away, can you share a link to the API you used and explain how you templatized the process of creating Posts at scale?
Joel: Sure! We were waiting for Google to provide Posts via the Google My Business API, because we wanted to scale. While I had a bit of a heads-up that the API was coming — Google shared this feature with their GMB Top Contributor group — we still had to wait for it to launch to see the documentation and try it out. So, when the launch announcement went out on October 11, with just a few developers, we were able to implement the solution for all of our practices the next evening. It was a fun, quick win for us, though it was a bit of a long day. 🙂
In order to get something out that quickly, we created templates that could use information from the listing itself like the business name, category, and location. That way, we were able to create a stand-alone Python script that grabbed listings from Google. When getting the listings, all the listing content comes along with it, including name, address, and category. These values are taken directly from the listing to create Posts and then are submitted to Google. We host the images on AWS and reuse them by submitting the image URL with the post. It’s a Python script which runs as a cron job on a regular schedule. If you’re new to the API, the real tricky part is authentication, but the GMB community can help answer questions there.
Miriam: Really admirable implementation! One question: Google Posts expire after 7 days unless they are events, so are you basically automating re-posting of the booking feature for each listing every seven days?
Joel: We create Posts every seven days for all our practices. That way, we can mix up the content and images used on any given practice. We’re also adding a second weekly post for practices that offer aesthetic services. We’ll be launching more Posts for specific practice types going forward, too.
Miriam: Now for the most exciting part, Joel! What can you tell me about the increase in appointments this use of Google Posts has delivered for your customers? And, can you also please explain what parameters and products you are using to track this growth?
Joel: To track clicks from listings on Google, we use UTM parameters. We can then track the authority page, the services (menu) URL, the appointment URL, and the Posts URL.
When I first did this analysis, I looked at the average of the last three weeks of appointments compared to the 4 days after launch. Over that period, I saw nearly an 8% increase in online bookings. I’ve since included the entire first week of launch. It shows an 11% average increase in online bookings.
Additionally, because we’re tracking each URL in the knowledge panel separately, I can confidently say there’s no cannibalization of clicks from other URLs as a result of adding Posts. While authority page CTR remained steady, services lost over 10% of the clicks and appointment URLs gained 10%. That indicates to me that not only are the Posts effective in driving appointments through the Posts CTA, it emphasizes the existing appointment CTA too. This was in the context of no additional product changes on our side.
Miriam: Right, so, some of our readers will be using Google’s Local Business URLs (frequently used for linking to menus) to add an “Appointments” link. One of the most exciting takeaways from your implementation is that using Google Posts to support bookings didn’t steal attention away from the appointment link, which appears higher up in the Knowledge Panel. Can you explain why you feel the Google Posts clicks have been additive instead of subtractive?
Joel: The “make appointment” link gets a higher CTR than Posts, so it shouldn’t be ignored. However, since
Posts include an image, I suspect it might be attracting a different kind of user, which is more primed to interact with images. And because we’re so specific on the type of interaction we want (appointment booking), both with the CTA and the image, it seems to convert well. And, as I stated above, it seems to help the appointment URLs too.
Miriam: I was honestly so impressed with your creativity in this, Joel. It’s just brilliant to look at something as simple as this little bit of Google screen real estate and ask, “Now, how could I use this to maximum effect?” Google Posts enables business owners to include links labeled Book, Order Online, Buy, Learn More, Sign Up, and Get Offer. The “Book” feature is obviously an ideal match for your company’s health care provider clients, but given your obvious talent for thinking outside the box, would you have any creative suggestions for other types of business models using the other pre-set link options?
Joel: I’m really excited about the events feature, actually. Because you can create a long-lived post while adding a sense of urgency by leveraging a time-bound context. Events can include limited-time offers, like a sale on a particular product, or signups for a newsletter that will include a coupon code. You can use all the link labels you’ve listed above for any given event. And, I think using the image-as-button philosophy can really drive results. I’d like to see an image with text Use coupon code XYZ546 now! with the Get Offer button. I imagine many business types, especially retail, can highlight their limited time deals without paying other companies to advertise your coupons and deals via Posts.
Miriam: Agreed, Joel, there are some really exciting opportunities for creative use here. Thank you so much for the inspiring knowledge you’ve shared with our community today!
Reviews can be a challenge to manage. Google Q&A may be a mixed blessing. But as far as I can see, Posts are an unalloyed gift from Google. Here’s all you have to do to get started using them right now for a single location of your business:
“…If there are very long-tail phrases, where the ability to increase relevance isn’t up against so many headwinds, then this is a signal that Google might recognize and help lift the boat for that long-tail phrase. My experience with it was it didn’t work well on head phrases, and it may require some amount of interaction for it to really work well. In other words, I’m not sure just the phrase itself but the phrase with click-throughs on the Posts might be the actual trigger to this. It’s not totally clear yet.”
I’m watching the development of Google Posts with rapt interest. Right now, they reside on Knowledge Panels and listings, but given that they are indexed, it’s not impossible that they could eventually end up in the organic SERPs. Whether or not that ever happens, what we have right now in this feature is something that offers instant publication to the consumer public in return for very modest effort.
Perhaps even more importantly, Posts offer a way to bring users from Google to your own website, where you have full control of messaging. That single accomplishment is becoming increasingly difficult as rich-feature SERPs (and even single results) keep searchers Google-bound. I wonder if school kids still shout “ball-hog” when a classmate refuses to relinquish ball control and be a team player. For now, for local businesses, Google Posts could be a precious chance for your brand to handle the ball.
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
Posted by FeliciaCrawford
Now, I know we technically have a few days left in 2017, but I’m ready to dive head-first into a fond, full-blown retrospective. Each year we look back on what we’ve published, compiling and sharing the pieces you liked best. Normally we divvy it up via various metrics: traffic, 1Metric score, total thumbs up, total comments, the best of YouMoz, and so on and so forth. This year, however, we’re doing things just a little differently.
The way we run the blog has changed in a few significant ways from the days of yesteryear. YouMoz, our user-generated content blog, was retired in the autumn of 2016 (though we hope to resurrect it in another form someday). We reduced our publishing frequency a bit, and refocused our content on core SEO topics after spending 2015 and 2016 branching out into other marketing subjects (like social media and content marketing). We also made some big changes with regards to commenting: we closed comments on posts older than 30 days (they became veritable spam factories), and implemented stricter moderation filters to better catch spammy comments fishing for either a link or easy MozPoints.
And if I’m being completely honest, I don’t think the “Best of” posts from years past have offered you, our beloved readers, as much value as they should’ve. The most excited comments on those posts occur when someone discovers a gem they’d missed, when a post reaches out to you from the masses of online content clamoring for your attention and speaks to you. The way we formerly ranked “the best” resulted in a lot of overlap; the same few posts with lots of thumbs up, a busy comments section, and high traffic overwhelmed the leaderboard.
At the end of 2017, we’re starting fresh. First, I’ve taken our ten most popular blog post categories by traffic — these represent the topics readers are actively seeking information on. Next, I thought about which metric matters most to me when I consider the success of a blog post. Traffic, thumbs, social shares… Nice to see, yes, but they don’t paint a very clear picture of a post’s impact. I found myself returning to my favorite blog post metric again and again: the comments.
A post with a lively comments section can be many things. Perhaps it sparked questions or debate; perhaps the findings were controversial; perhaps it was simply inspiring. Whatever the reason, a heavily commented-on post represents something that struck a chord, that convinced a person to peek out from behind their keyboard shield and contribute a thought, something that coaxed a little extra effort and commitment from our community. As a silent lurker myself, I am consistently blown away by the humility, genius, and generosity you all display in the blog comments section every day.
So there we have it: this year’s Best of the Moz Blog 2017 is a list of the top five most-commented posts in the top ten blog categories. That’s fifty unique blog posts throughout the year on a variety of topics, some of which you may have missed. Most blog posts fall into several of our categories, but every post will only be listed once; if it’s hit the top five in a more popular category, I’ve taken it out of the running for the rest. It’s my sincere hope that this list uncovers something useful for you, something that helps make your job and day just a little easier.
Without further ado, let’s get this party started!
Whiteboard Friday is far and away our most popular blog category, earning three times as much traffic as the rest. Because it always overlaps with at least one other category, you’re bound to get a tidy grab bag of SEO takeaways with this list!
What do the age of your site, your headline H1/H2 preference, bounce rate, and shared hosting all have in common? You might’ve gotten a hint from the title: not a single one of them directly affects your Google rankings. In this rather comforting Whiteboard Friday, Rand lists out ten factors commonly thought to influence your rankings that Google simply doesn’t care about.
Featured snippets and meta descriptions have brand-new character limits, and it’s a huge change for Google and SEOs alike. Learn about what’s new, when it changed, and what it all means for SEO in this episode of Whiteboard Friday. (And this is cheating, but for good measure, you might follow up with Dr. Pete’s official recommendation for meta description lengths in 2018.)
If you’ve ever been the victim of a Google penalty, you know how painful it can be to identify the problem and recover from the hit. Even if you’ve been penalty-free thus far, the threat of getting penalized is a source of worry. But how can you avoid it, when it seems like unnatural links lurk around every corner?
In this Whiteboard Friday, we warmly welcome Google penalty and unnatural link expert Marie Haynes as she shares how to earn links that do comply with Google’s guidelines, that will keep your site out of trouble, and that can make a real impact.
You may find yourself wondering whether the humble title tag still matters in modern SEO. When it comes to your click-through rate, the answer is a resounding yes! In this Whiteboard Friday, we welcome back our good friend Cyrus Shepard to talk about 7 ways you can revamp your title tags to increase your site traffic and rankings.
It’s been a few years since we’ve covered the topic of comment marketing, but that doesn’t mean it’s out of date. There are clever, intentional ways to market yourself and your brand in the comments sections of sites, and there’s less competition now than ever before. In this Whiteboard Friday, Rand details what you can do to get noticed in the comments and the benefits you’ll reap from high-quality contributions.
The results of our recent Moz Blog Reader Survey highlighted on-page SEO as the topic you’d most like to learn about, so it’s not surprising to see that this category sits right under Whiteboard Friday for popularity. There’s an interesting theme that emerges from these top posts: it seems we’re still working on many of the same things, but how we treat them has necessarily changed over time.
Which link is more valuable: the one in your nav, or the one in the content of your page? Now, how about if one of those in-content links is an image, and one is text? Not all links are created equal, and getting familiar with the details will help you build a stronger linking structure. This Whiteboard Friday covers links in headers and footers, in navigation versus content, and how that can affect internal and external links, link equity, and link value between your site and others.
On-page SEO has evolved in the past five years. Rand outlines the changes in five succinct tactics: move beyond keyword repetition rules; searcher intent matters more than raw keywords; related topics are essential; links don’t always beat on-page; and topical authority is more important than ever.
Which meta tags are absolutely necessary, which are dependent on your situation, and which should you absolutely ignore or remove? Kate Morris refreshes her original 2010 post on the subject of meta tags, sharing a few new tips and reiterating what’s remained the same over the past 7 years.
Controlling and improving the flow of your on-site content can actually help your SEO. What’s the best way to capitalize on the opportunity present in your page design? Rand covers the questions you need to ask (and answer) and the goals you should strive for in this edition of Whiteboard Friday.
Local SEO overlaps with what we think of as traditional SEO in many ways, so it’s not surprising at all to see this category near the top. There’s still a lot of doubt and apprehension, it seems, when it comes to local SEO best practices and what really works, and the top posts in this category reflect that.
It’s very clear that spam tactics in Google’s local results are earning higher rankings. In this post, Casey Meraz identifies exactly what spammers are doing to get ahead, what they can get away with, and what you can do to fight back against the problem plaguing local results.
Not all common practices in local SEO are the best practices. In fact, some of them can be pretty darn harmful. Check out Miriam’s list of what-not-to-dos (and what-you-should-actually-dos) in this comprehensive blog post.
From Google providing intimate details about businesses to Amazon expanding even further into the local scene, local SEO stood to see a lot of change this year. Check out what the SEOs at Moz had to say about what to prepare for in 2017.
Forget everything you thought you knew about the most impactful local ranking factors — searcher proximity just may be the number-one thing influencing where a local business shows on the SERPs.
Are you outranked in Google’s Local Pack? Then it’s high time to perform a competitive business audit. Use this example analysis and downloadable spreadsheet to analyze the strengths and weaknesses of multiple businesses and devise a plan to win.
Basic SEO is another category that enjoys a lot of overlap with other topics; perhaps that’s one reason why it’s so popular. This year’s top posts in this category cover a range of subjects, and all are pretty useful for someone learning (or leveling up in) SEO.
They say history repeats itself. In the case of the great 301 vs 302 vs rel=canonical debate, it repeats itself about every three months. In this Whiteboard Friday, Dr. Pete explains how bots and humans experience pages differently depending on which solution you use, why it matters, and how each choice may be treated by Google.
An absolute essential if you want to keep yourself from getting overwhelmed, Moz’s own SEO Britney Muller offers five tips for prioritizing your SEO work: setting specific goals, identifying important pages for conversions, uncovering technical opportunities via a site crawl, time management, and providing consistent benchmarks and reporting.
Typical link outreach is a tired sport, and we’ve all but alienated most content creators with our constant link requests. In this Whiteboard Friday, Rand outlines five smart ways to earn links to your site without having to beg.
We’re so fond of the idea that SEO is hard because it’s always changing. But is that really true? Bridget Randolph challenges a common industry refrain and brings us back to the basics of what’s really important in our work.
In this edition of our educational Next Level series, you’ll learn an easy workflow for researching and targeting multiple keywords with a single page.
A thousand years from now, when the Space Needle has toppled into Puget Sound and our great-great-great-great-etc. grandchildren are living on Mars, link building will still prove to be one of the most popular subjects on the Moz Blog. And you get a double-whammy of goodness this year, because they just so happen to all be Whiteboard Fridays!
Internal links are one of those essential SEO items you have to get right to avoid getting them really wrong. Rand shares 18 tips to help inform your strategy, going into detail about their attributes, internal vs. external links, ideal link structures, and much, much more in this edition of Whiteboard Friday.
We all know how effective link building efforts can be, but it can be an intimidating, frustrating process — and sometimes even a chore. In this Whiteboard Friday, Rand builds out a framework you can start using today to streamline and simplify the link building process for you, your teammates, and yes, even your interns.
Without a solid base of links, your site won’t be competitive in the SERPs — even if you do everything else right. But building your first few links can be difficult and discouraging, especially for new websites. Never fear — Rand is here to share three relatively quick, easy, and tool-free (read: actually free) methods to build that solid base and earn yourself links.
How can you effectively apply link metrics like Domain Authority and Page Authority alongside your other SEO metrics? Where and when does it make sense to take them into account, and what exactly do they mean? In this Whiteboard Friday, Rand answers these questions and more, arming you with the knowledge you need to better understand and execute your SEO work.
Image link building is a delicate art. There are some distinct considerations from traditional link building, and doing it successfully requires a balance of creativity, curiosity, and having the right tools on hand. In this Whiteboard Friday, Moz’s own SEO and link building aficionado Britney Muller offers up concrete advice for successfully building links via images.
2017’s top posts in the advanced SEO category cover just about every post type we like to publish (and that you like to read): in-depth case studies, Whiteboard Fridays, best practice advice, and solid how-tos.
If you’ve been struggling to take the number-one spot in the SERPs for a competitive keyword, take a cue from this case study. Dmitry Dragilev shares his team’s 8-step methodology for ranking first in a popular niche.
It’s common industry knowledge that PPC can have an effect on our organic results. But what effect is that, exactly, and how does it work? In this Whiteboard Friday, Rand covers the ways paid ads influence organic results — and one very important way they don’t.
If you’ve ever had any questions about the canonical tag, well, have we got the Whiteboard Friday for you. In this episode, Rand defines what rel=canonical means and its intended purpose, when it’s recommended you use it, how to use it, and sticky situations to avoid.
Which keywords are driving your organic traffic? Keyword-level data doesn’t have to be (not provided). Sarah Lively shares a smart solution using two free add-ons for Google Sheets.
The end of November saw a spike in the average length of SERP snippets. Across 90K results, we found a definite increase but many oddities, such as video snippets. Our data suggests that many snippets are exceeding 300 characters, and we recommend a new meta description limit of 300 characters.
Technical SEO posts are some of my favorite categories to publish (which is perhaps a strange sentiment coming from a poetry major). The debate that recently raged — about whether it’s necessary or unnecessary for SEO — will always stick with many of us, as will Rand’s excellent Whiteboard Friday rebuttal on the topic.
XML sitemaps are a powerful tool for SEOs, but are often misunderstood and misused. Michael Cottam explains how to leverage XML sitemaps to identify and resolve indexation problems.
Thinking about going secure? It’s more important than ever, with Google issuing security warnings for many non-secure sites in Chrome. This comparison of three popular HTTPS services will help you determine the best option for implementing an SSL certification on your site.
Google search operators are like chess – knowing how the pieces move doesn’t make you a master. Dive into 67 examples, from content research to site audits, and level up your search operator game.
Schema.org can be a confusing resource if you’re trying to learn how to use and implement structured data. This mini-guide arms you with the right kind of thinking to tackle your next structured data project.
The posts generating the most buzz in our keyword research category seem to revolve around quick yet effective wins and tactical advice. And with time constraints being one of the biggest challenges reported in our Reader’s Survey, it’s really no surprise.
Keyword research doesn’t have to be a marathon bender. A brisk 30-minute walk can provide incredible insights — insights that connect you with a wider audience on a deeper level. Britney Muller shares several ways to get your keyword research tasks done efficiently and well.
What’s the secret to earning site traffic from competitive keywords with decent search volume? The answer could be as easy as 1, 2, 3 — or more precisely, 2, 0, 1, 7. In this Whiteboard Friday, Rand lets you in on a relatively straightforward tactic that can help you compete in a tough space using very fresh content.
Trying to target a small, specific region with your keywords can prove frustrating. While reaching a high-intent local audience is incredibly valuable, without volume data to inform your keyword research, you’ll find yourself hitting a wall. In this Whiteboard Friday, Rand shares how to uncover powerful, laser-focused keywords that will reach exactly the right people.
You don’t want to try to rank for every one of your competitors’ keywords. Like most things with SEO, it’s important to be strategic and intentional with your decisions. In this Whiteboard Friday, Rand shares his recommended process for understanding your funnel, identifying the right competitors to track, and prioritizing which of their keywords you ought to target.
It’s not often that a product-focused post makes our blog’s Best of the Year list, so this is both interesting and heartening to see. We worked really hard to bring better data and more usefulness to Keyword Explorer this year, and y’all left some really kind sentiments in the comments. Thanks for always being here for us, folks! 🙂
I won’t say it, I promise. 😉 But content is just as important as ever, and the rather vague advice of “create great content and the rest will come” has certainly gotten a bit exhausting over the years. We’ve made an effort to publish more actionable ways to think about and use content, and it seems like that’s been resonating with you so far!
You’ve got top-performing content on your site that does really well. Maybe it’s highly converting, maybe it garners the most qualified traffic — but it’s just sitting there gathering dust. Isn’t there something else you can do with content that’s clearly proven its worth?
As it turns out, there is! In this Whiteboard Friday, Britney Muller shares three easy steps for identifying, repurposing, and republishing your top content to juice every drop of goodness out of it.
From optimal snippet length, to practical application tips, to which queries prefer tables, lists, or paragraphs, learn everything you need to know to supercharge your snippet wins.
The perfect blog post length or publishing frequency doesn’t actually exist. “Perfect” isn’t universal — your content’s success depends on tons of personalized factors. In this Whiteboard Friday, Rand explains why the idea of “perfect” is baloney when it comes to your blog, and lists what you should actually be looking for in a successful publishing strategy.
You’ve spend too much time and effort on content creation to share it only once. Check out four smart strategies you can implement today to improve the reach of your existing content.
Keywords are important for innumerable SEO tasks, but driving your content marketing strategy isn’t one of them. Your strategy should be based on the audience you’re trying to reach if you want your organic traffic to convert.
While it perhaps seems a little strange for an SEO blog to cover, paid search plays an important part in our digital marketing world, and as reported in our Reader’s Survey, plenty of us wear more than one hat. Here are the top posts from 2017 that generated the most commentary about all things paid:
iPhone users tend to spend 3x as much as Android users, according to an analysis of 31 million mobile e-commerce sessions. Digital marketers can capitalize on this revelation via Facebook and AdWords.
You might be surprised to learn that branding and PPC go hand-in-hand. Find out how to leverage your PPC campaigns to strengthen your brand and win conversions and loyalty from your customers.
Keywords or audience targeting? Kirk Williams sets out to argue that far from being dead, keywords are still the most useful tool in the paid search marketer’s toolbox.
Stuck in a content marketing rut? Relying on your existing newsletter, social followers, or email outreach won’t do your launches justice. Boosting your signal with paid social both introduces your brand to new audiences and improves your launch’s traffic and results. In this Whiteboard Friday, we’re welcoming back our good friend Kane Jamison to highlight four straightforward, actionable tactics you can start using ASAP.
Conversational interfaces are becoming more and more popular, but it’s hard to know where to start when it comes to voice search. A $50 PPC budget is enough to jumpstart your voice search keyword list and strategy — learn how in this step-by-step guide.
Comments are my favorite blog post success metric, and it simply wouldn’t do if we didn’t honor the folks who contributed the most popular comments in 2017. Thank you, all of you, for sharing your thoughts with the greater Moz and SEO community, and for taking precious time out of your day to make the blog a more interesting and better place. And for all the comment lurkers out there like me, I offer you solemn solidarity and zero judgment (but I’d be delighted to see y’all venture out from behind the screen now and again ;).
Short, sweet, accurate, relevant advice is the name of the game. 🙂 We’ve had feedback before that some readers come to the blog for the comments as much as the post itself, and this example shows why. Thanks for sharing your insight, Praveen!
Much like the above, this comment exemplifies clear, useful examples related to the post topic. You rock, SEOMG!
Swooping in again with another helpful tidbit to add to the blog post at hand, Praveen’s made it on the Top 10 list twice. We really appreciate your contributions, Praveen!
A bittersweet comment that clearly struck a chord with many in our community. Rand, I hope you know how much we all love and appreciate you! And Trevor, thank you so much for your candid and genuine thoughts; you truly spoke for all of us there.
Gianluca’s comments on the Moz Blog are legendary; each one is a treasure, a miniature blog post in and of itself. Thank you for sharing your smarts with us, Gianluca!
By using the comments section to clarify a few points about his Whiteboard Friday video and highlight his advice, Rand adds extra value and oomph to the post as a whole… and the community responded. 🙂 Thank you for always leaving 10X comments, Rand!
The discussion in the thread spurred by this helpful, on-topic comment is the kind of lively, educational back-and-forth we love to witness. Thank you for inspiring folks to ask questions and learn, Eric!
It makes me really happy that our community has — and rewards — such awesome personality. Igor, thank you for your wit and your insights! ᕕ(⌐■_■)ᕗ ♪♬
The blog community definitely resonated with all the heartfelt, personal stories shared on this post. Tim, thank you for sharing!
In an incredibly meta turn of events, Gianluca’s comment on our Comment Marketing Whiteboard Friday rounds out the list of 2017’s top comments on the Moz Blog. I don’t think there’s a person on this Internet that’s done a better job of personal comment marketing than Gianluca! 🙂
Thank you all, each and every one of you, for helping to keep our little community a thriving, nurturing place to learn SEO, share ideas, and hey, even make mistakes now and again. It’s an honor to have a hand in providing content to such a TAGFEE and brilliant group of people, and I can’t describe how excited I am for all that 2018 will bring.
Let me know in the comments how you liked the change-up this year, what other “Best of” formats or lists you might find helpful, and any other ponderings or thoughts you might have — and thank you again for reading!
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
Columnist Andrew Shotland discusses the impact Google Local Business Cards may have on local businesses and local SEO. Will they help, or will they hurt?
The post Google Posts are going to kill (at) local SEO appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
Reblogged 3 years ago from feeds.searchengineland.com
Posted by wrttnwrd
In spite of all the advice, the strategic discussions and the conference talks, we Internet marketers are still algorithmic thinkers. That’s obvious when you think of SEO.
Even when we talk about content, we’re algorithmic thinkers. Ask yourself: How many times has a client asked you, “How much content do we need?” How often do you still hear “How unique does this page need to be?”
That’s 100% algorithmic thinking: Produce a certain amount of content, move up a certain number of spaces.
But you and I know it’s complete bullshit.
I’m not suggesting you ignore the algorithm. You should definitely chase it. Understanding a little bit about what goes on in Google’s pointy little head helps. But it’s not enough.
I have this friend.
He ranked #10 for “flibbergibbet.” He wanted to rank #1.
He compared his site to the #1 site and realized the #1 site had five hundred blog posts.
“That site has five hundred blog posts,” he said, “I must have more.”
So he hired a few writers and cranked out five thousand blogs posts that melted Microsoft Word’s grammar check. He didn’t move up in the rankings. I’m shocked.
“That guy’s spamming,” he decided, “I’ll just report him to Google and hope for the best.”
What happened? Why didn’t adding five thousand blog posts work?
It’s pretty obvious: My, uh, friend added nothing but crap content to a site that was already outranked. Bulk is no longer a ranking tactic. Google’s very aware of that tactic. Lots of smart engineers have put time into updates like Panda to compensate.
He started like this:
And ended up like this:
Alright, yeah, I was Mr. Flood The Site With Content, way back in 2003. Don’t judge me, whippersnappers.
Reality’s never that obvious. You’re scratching and clawing to move up two spots, you’ve got an overtasked IT team pushing back on changes, and you’ve got a boss who needs to know the implications of every recommendation.
Why fix duplication if rel=canonical can address it? Fixing duplication will take more time and cost more money. It’s easier to paste in one line of code. You and I know it’s better to fix the duplication. But it’s a hard sell.
Why deal with 302 versus 404 response codes and home page redirection? The basic user experience remains the same. Again, we just know that a server should return one home page without any redirects and that it should send a ‘not found’ 404 response if a page is missing. If it’s going to take 3 developer hours to reconfigure the server, though, how do we justify it? There’s no flashing sign reading “Your site has a problem!”
Why change this thing and not that thing?
At the same time, our boss/client sees that the site above theirs has five hundred blog posts and thousands of links from sites selling correspondence MBAs. So they want five thousand blog posts and cheap links as quickly as possible.
Cue crazy music.
SEO is, in some ways, for the insane. It’s an absurd collection of technical tweaks, content thinking, link building and other little tactics that may or may not work. A novice gets exposed to one piece of crappy information after another, with an occasional bit of useful stuff mixed in. They create sites that repel search engines and piss off users. They get more awful advice. The cycle repeats. Every time it does, best practices get more muddled.
SEO lacks clarity. We can’t easily weigh the value of one change or tactic over another. But we can look at our changes and tactics in context. When we examine the potential of several changes or tactics before we flip the switch, we get a closer balance between algorithm-thinking and actual strategy.
At some point you have to turn that knowledge into practice. You have to take action based on recommendations, your knowledge of SEO, and business considerations.
That’s hard when we can’t even agree on subdomains vs. subfolders.
I know subfolders work better. Sorry, couldn’t resist. Let the flaming comments commence.
To get clarity, take a deep breath and ask yourself:
“All other things being equal, will this change, tactic, or strategy move my site closer to perfect than my competitors?”
Breaking it down:
A change takes an existing component or policy and makes it something else. Replatforming is a massive change. Adding a new page is a smaller one. Adding ALT attributes to your images is another example. Changing the way your shopping cart works is yet another.
A tactic is a specific, executable practice. In SEO, that might be fixing broken links, optimizing ALT attributes, optimizing title tags or producing a specific piece of content.
A strategy is a broader decision that’ll cause change or drive tactics. A long-term content policy is the easiest example. Shifting away from asynchronous content and moving to server-generated content is another example.
No one knows exactly what Google considers “perfect,” and “perfect” can’t really exist, but you can bet a perfect web page/site would have all of the following:
These 8 categories (and any of the other bazillion that probably exist) give you a way to break down “perfect” and help you focus on what’s really going to move you forward. These different areas may involve different facets of your organization.
Your IT team can work on load time and creating an error-free front- and back-end. Link building requires the time and effort of content and outreach teams.
Tactics for relevant, visible content and current best practices in UX are going to be more involved, requiring research and real study of your audience.
What you need and what resources you have are going to impact which tactics are most realistic for you.
But there’s a basic rule: If a website would make Googlebot swoon and present zero obstacles to users, it’s close to perfect.
Assume every competing website is optimized exactly as well as yours.
Now ask: Will this [tactic, change or strategy] move you closer to perfect?
That’s the “all other things being equal” rule. And it’s an incredibly powerful rubric for evaluating potential changes before you act. Pretend you’re in a tie with your competitors. Will this one thing be the tiebreaker? Will it put you ahead? Or will it cause you to fall behind?
Perfect is great, but unattainable. What you really need is to be just a little perfect-er.
Chasing perfect can be dangerous. Perfect is the enemy of the good (I love that quote. Hated Voltaire. But I love that quote). If you wait for the opportunity/resources to reach perfection, you’ll never do anything. And the only way to reduce distance from perfect is to execute.
Instead of aiming for pure perfection, aim for more perfect than your competitors. Beat them feature-by-feature, tactic-by-tactic. Implement strategy that supports long-term superiority.
Don’t slack off. But set priorities and measure your effort. If fixing server response codes will take one hour and fixing duplication will take ten, fix the response codes first. Both move you closer to perfect. Fixing response codes may not move the needle as much, but it’s a lot easier to do. Then move on to fixing duplicates.
Do the 60% that gets you a 90% improvement. Then move on to the next thing and do it again. When you’re done, get to work on that last 40%. Repeat as necessary.
Take advantage of quick wins. That gives you more time to focus on your bigger solutions.
Google has lots of tweaks, tools and workarounds to help us mitigate sub-optimal sites:
Easy, right? All of these solutions may reduce distance from perfect (the search engines don’t guarantee it). But they don’t reduce it as much as fixing the problems.
The next time you set up rel=canonical, ask yourself:
“All other things being equal, will using rel=canonical to make up for duplication move my site closer to perfect than my competitors?”
Answer: Not if they’re using rel=canonical, too. You’re both using imperfect solutions that force search engines to crawl every page of your site, duplicates included. If you want to pass them on your way to perfect, you need to fix the duplicate content.
When you use Angular.js to deliver regular content pages, ask yourself:
“All other things being equal, will using HTML snapshots instead of actual, visible content move my site closer to perfect than my competitors?”
Answer: No. Just no. Not in your wildest, code-addled dreams. If I’m Google, which site will I prefer? The one that renders for me the same way it renders for users? Or the one that has to deliver two separate versions of every page?
When you spill banner ads all over your site, ask yourself…
You get the idea. Nofollow is better than follow, but banner pollution is still pretty dang far from perfect.
Mitigating SEO issues with search engine-specific tools is “fine.” But it’s far, far from perfect. If search engines are forced to choose, they’ll favor the site that just works.
By the way, distance from perfect absolutely applies to other channels.
I’m focusing on SEO, but think of other Internet marketing disciplines. I hear stuff like “How fast should my site be?” (Faster than it is right now.) Or “I’ve heard you shouldn’t have any content below the fold.” (Maybe in 2001.) Or “I need background video on my home page!” (Why? Do you have a reason?) Or, my favorite: “What’s a good bounce rate?” (Zero is pretty awesome.)
And Internet marketing venues are working to measure distance from perfect. Pay-per-click marketing has the quality score: A codified financial reward applied for seeking distance from perfect in as many elements as possible of your advertising program.
Social media venues are aggressively building their own forms of graphing, scoring and ranking systems designed to separate the good from the bad.
Really, all marketing includes some measure of distance from perfect. But no channel is more influenced by it than SEO. Instead of arguing one rule at a time, ask yourself and your boss or client: Will this move us closer to perfect?
Hell, you might even please a customer or two.
One last note for all of the SEOs in the crowd. Before you start pointing out edge cases, consider this: We spend our days combing Google for embarrassing rankings issues. Every now and then, we find one, point, and start yelling “SEE! SEE!!!! THE GOOGLES MADE MISTAKES!!!!” Google’s got lots of issues. Screwing up the rankings isn’t one of them.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
Reblogged 4 years ago from tracking.feedpress.it
Posted by Isla_McKetta
“How can I learn SEO?” is a deceptively simple question. The standard approach is to attempt to appeal to anyone who’s interested in SEO without any idea of your previous experience or the actual reasons you want to learn SEO. That’s fun. Especially the part about weeding through tons of information that might not even apply to what you want to learn.
So let’s fix that. This guide is written to help you choose your own SEO adventure. If you know very little about SEO and just want to learn enough to impress your CMO, start at the beginning and stop when you feel like you understand enough concepts. Or if you’ve been doing SEO for years but need a brush up on the latest tips and tricks before impressing a potential client or employer, there’s a path for you too. Be sure to follow the links. They refer you to resources that are much more in-depth than we could reproduce in one post.
You may know what a title tag is, but you aren’t quite sure how to use it or why. The SEO Newbie could be a web developing hobbyist on the verge of a new obsession or someone looking for the next growing career path. Regardless, you have the most to learn (and the most to gain) from this adventure.
Start at the very beginning with What is SEO? and explore as many paths as you can. You might be surprised at the bits of information you pick up along the way. For a guided tour, follow the teal boxes. Don’t forget to bookmark this page so you can come back and learn more once you’ve absorbed each batch of info.
You were doing SEO back in the days of AltaVista, so you know all the things to know. Except maybe you took a break for a few years or decided to swap that black hat for a gray (or even white) one and need to know what’s the what with the major changes in the past few years.
Make a quick stop at the Algorithm Change History to catch up on the latest updates and penalties. After that, we’ll guide you through some of the topics that are more likely to have changed since you last checked. Just look for the purple boxes.
You’ve heard of SEO. You might even have worked with a few SEOs. Now you’re ready to dig in and understand what everyone’s talking about and how you can use all that new info to improve your marketing (and maybe level up your career at the same time).
Start with What is SEO? and look for shortcuts in orange boxes along the path to gather highlights. You can always dig deeper into any topic you find especially interesting.
Whichever path you choose, don’t worry, we’ll keep weaving you in and out of the sections that are relevant to your learning needs; just look for the color that’s relevant to your chosen character.
For you table of contents types who like to read straight through rather than have someone set the path for you, here’s a quick look at what we’ll be covering:
First things first. It’s hard to learn the ins and outs of SEO (search engine optimization) before you even know what it is. In the following short video, Rand Fishkin (a.k.a. the Wizard of Moz) defines SEO as “The practice of increasing the quantity and quality of the traffic that you earn through the organic results in search engines like Google, Yahoo, and Bing.”
Watch it to understand the difference between paid search and organic search and a few basic things about improving click-throughs from search pages.
A lot of different factors, from site speed to content quality, are important in SEO. These are, as far as anyone can tell, the factors that search engines use in determining whether or not to show your page to searchers. For a great intro to those elements and how they interact to affect your site’s overall ranking, check out Search Engine Land’s Periodic Table of SEO Success Factors.
That’s all nice, but if SEO is starting to seem like a lot of work, you probably want to understand whether SEO is even worth it. The short answer is that yes, SEO is worth it, but only if you want potential customers to be able to find your site when they’re searching on Google (or any other search engine).
Yes, search engines are crawling your site, but those crawlers aren’t as sophisticated as you might like. SEO gives you more control over how your site is represented in those search engine results pages. Good SEO can also improve how users experience your site. Learn more with Why Search Engine Marketing is Necessary.
Who are these search engines anyway and why do we spend so much time worrying about how they see our sites? To get the best answer, let’s look at that question from two points of view: search engines and searchers.
First, it’s important to understand how search engines crawl sites, build their indexes, and ultimately determine what’s relevant to a user’s query. Some of the specifics are trade secrets, but this section of the Beginner’s Guide to SEO offers a solid overview. And for an introduction to how Google ranks pages, watch this video:
As you’re learning about SEO, remember that not everything you read on the Internet should be treated as gospel. Here are some common myths and misconceptions about search engines.
Understanding how people use search engines is as crucial to SEO as understanding their needs is to marketing. Learn about classic search query patterns and how people scan search results here.
So far we’ve dropped a lot of phrases like “search results” and “search pages,” but what does any of that really mean? Search Engine Land does a great job of decoding the standard search engine results page (SERP). It’s a strong foundation for understanding why everyone is shooting to be in the top ten search results. But one thing you’ll find the more you get into SEO is that SERPs are rapidly evolving. Ads move, knowledge graphs appear (and disappear) and sometimes local search results invade. Dr. Pete takes you on a tour of how SERPs have changed and why ten blue links are probably a thing of the past in this article.
And then there’s the darker side of SEO, because once there’s a system, there’s someone trying to game that system. Spend more than a few minutes talking to anyone about SEO and you’ll hear something or other about black hat tactics like keyword stuffing and unnatural linking.
If you decide to use these tactics, you might soon become acquainted with search engine penalties. These algorithm updates, like Hummingbird and Penguin, are implemented by search engines at various intervals. The official word is that these updates improve user experience, but they can also be effective ways to penalize SEOs using spammy tactics. Learn more about Google’s algorithm updates. That page includes not only a full history of prior penalties, but it’s consistently refreshed when a new algorithm update is confirmed.
SEO veterans, you get to skip ahead of the class now to learn about the current state of page speed, mobile web development, and competitive research along with info on the best tools available today.
As you can see, a lot of work can go into SEO, but the results can be pretty incredible, too. To track your progress in topping the SERPs, make sure you’re using an analytics platform like Google Analytics or Omniture. You can get by with something like Rank Tracker to track rankings on keywords as a start, but eventually you’re going to want some of the data those more sophisticated tools offer.
Brain full? You’ve just learned everything a beginner needs to know about what SEO is. Go take a walk or get some coffee and let all that info soak in.
Before you go, save this bookmark.
First of all, don’t freak out, you don’t have to build a totally new site to get something out of this section. But if you’re an SEO Newbie intent on making a career of this, you might want to set up a practice site to really get your hands dirty and learn everything you can.
Before you start worrying about site content and structure (aka the fun stuff), you have a real chance to set your site up for success by using a strong domain name and developing a URL structure that’s SEO and user friendly. This stuff can be hard to change later when you have hundreds (or thousands) of pages in place, so you’ll be glad you started out on the right foot.
While you’re decades too late to score “buy.com,” it’s never too late to find the right domain name for you. This resource will help you sort through the SEO dos and SEO don’ts of selecting a root domain and TLD (don’t worry, all is explained) that are memorable without being spammy. There’s even info on what to consider if you have to change your domain name.
Don’t skip the section on subdomains—it could save you from making some rookie duplicate content errors.
Oh the SEO havoc that can ensue when your URLs aren’t set up quite right. Learn what not to do.
Things to think about at this point are that your content is indexable (that the crawlers can actually find it) and that you don’t have any orphaned pages. Learn more about those issues here.
And then you’re going to need a sitemap. Sitemaps help search engines index your content and understand the relationships between pages. So where better to get advice on how to build and implement a sitemap than straight from Google.
Another vital way to show search engines what pages are most important/related (and to help humans navigate your content) is through internal links. You want enough links to show users what’s what, but not so many that it’s impossible to tell what’s really important/related. Read more about optimal link structure and passing ranking power.
How long it takes a page on your site to load (page speed) mattered when we were all using desktops, but it’s crucial now that so much Internet traffic comes from mobile devices, plus it’s one factor in how pages get ranked. So whether you’re new to SEO or looking for new tricks, page speed might be a good place to start.
Use Google’s PageSpeed Insights to get specific recommendations on how to speed up your site and then get crackin’.
Speaking of mobile traffic, is your site mobile friendly? Learn about the difference between responsive designs and device-specific solutions on our mobile optimization page. You’ll also see a list of don’ts for mobile design (ever tried to close a pop-up on your iPhone?). This only gets more important the more mobile traffic you get (and want).
Phew! That was a lot of information, but once you’ve absorbed it all, you’ll have an excellent handle on site structure (which will save you a lot of trouble down the line). Bookmark this spot, then take a well-deserved break. We’ll start back here together when you’re ready.
Now that you have that site framework all set up, it’s time to get to the good stuff—populating it with content!
Before you write or post too much of your own content, you might want to see what’s working (and what isn’t) for your competitors. This analysis helps you identify those competitors and then understand what their links, rankings, and keywords look like. It’s important to update this research occasionally because your competition might change over time.
Veteran SEOs, you can skip straight ahead to Schema structured data unless you want a refresh on any other topics related to content.
Marketers, this is your chance to learn all the basics for SEO-friendly content, so stick with us for a spell. You won’t need the same depth of understanding as someone who plans to do SEO for a living, so let your curiosity guide you as deep into any of these topics as you want to go.
You may feel like you just did keyword research in the last step, but it’s crucial enough that we’re going to dive a little deeper here. Understand the value of a particular keyword and see what kind of shot you have at ranking for it by reading Chapter 5 of the Beginner’s Guide to SEO.
We promised you’d get to actually create content and that time is finally here! Now that you have an understanding of the competitive landscape and the keywords you want to (and can) rank for, write away. Remember that while you’re really writing content for users, a few simple tips can help your content stand out to search engines too. Isn’t it nice when something does double duty?
Go the extra mile by incorporating Schema structured data into your content. This additional info gives search engines the data they need to include rich snippets (like review boxes) below your search results.
Veteran SEOs, it’s a good idea to skip ahead to on-site related topics now.
Duplicate content is the bane of a website. Even if you think you’ve done everything right with your content, there’s a chance that a dynamic URL or something else is surfacing that same content to crawlers more than once. Not only does Google fail to see the logic in “twice as much is twice as nice” but they might also penalize you for it. Navigate around the most common pitfalls.
Content doesn’t just mean words, but unfortunately, the crawlers aren’t (yet) sophisticated enough to parse things like images and video. If your alt attributes are in good shape, you’re covered for images, but there are some SEO tactics you need to incorporate if you’re using video on your site. The good news is that once your video SEO is in good shape, video content often gets better rankings than text.
So you’ve got all that content on your site, but how do you know if it’s actually helping your SEO? At the beginning is a good time to set yourself up to measure your success so you can establish a baseline. Learn more about what metrics you should be tracking and how.
Time for yet another well-earned break. Grab a nap if you can and then spend a day or so observing how these issues are handled by other sites on the web. For maximum learning, try practicing some of your newfound knowledge on a site you have access to.
Set your bookmarks before you go.
When you’re ready to continue learning SEO, Newbies should make a stop at on-site related topics to get familiar with Robots.txt and HTTPS.
Any veterans still hanging about might want to take a quick read through on-site related topics to see what might have changed with Robots.txt and to take in the latest wisdom on HTTPS.
Marketers, you get to sit that one out and head straight on over to link-related topics.
For the true SEO aficionado, there are some technical details that you must get right. We’ve all heard stories of people accidentally blocking their site from being crawled and then wondering where all the traffic is. To keep from being one of these, learn about Robots.txt: how it helps you get found and when blocking robots is not actually effective.
The other technical on-site topic you’ll want to master is the switching of your site from HTTP to HTTPS without slowing down your site or losing traffic. This is especially important since Google announced that HTTPS is a ranking factor.
See how far you’ve leveled up already by getting current on just those two topics? Bet you aren’t even tired yet.
Newbies, it’s time to dive straight into link-related topics.
Veterans, go check out guest blogging for a look at how that practice has changed.
You now know a lot about how to make your site SEO friendly. Now it’s time to look at how to bend the rest of the Internet to your SEO will. Don’t worry, this’ll be TAGFEE.
External links are a fantastic way to show search engines that your site is credible and useful. They’re also a great way for users to find you by navigating from sites they already use. In short, they build your authority with humans and bots.
There are two effective ways to get more links from external sources: you can either earn them or build them. Chances are that you’ll get the best results by focusing on some combination of those two tactics.
Notice how we didn’t say “buy them”? Don’t buy links.
One tried and true way to build external links is through guest blogging, although this tactic has evolved a lot in the past few years. What used to be an “I give you content, you give me a link” sort of exchange has given way to guest blogging with a purpose.
Veterans, go ahead and pop on over to conversion rate optimization unless you want a refresh on link-related topics like link nofollow and canonicalization.
When you’re out there on the Internet trying to build links, be sure you’re looking for good quality links. Those are links that come from sites that are trustworthy, popular, and relevant to your content. For more information on factors search engines use to determine link value, read this page.
Anchor text is simply the text that’s used in a link whether it’s a link to a site or within that site. The implications of anchor text, though, reach farther because while keywords in anchor text can help your site rank for those words, it’s easy for keyword-stuffed anchor text to look spammy. Learn more about best practices for anchor text.
“Nofollow” is a designation you can apply to a link to keep it from passing any link equity (that’s kind of like the SEO equivalent of an up-vote). What might surprise you is that links don’t need to be “followed” to pass human authority. Even nofollowed links can help you build awareness and get more links. So when you’re linking to a site (or to other content on your site) think about whether that link leads to something you’re proud to be associated with.
Every Internet user eventually encounters a 404 error page, but that’s just one of the many HTTP status codes found on the web. Learn the difference between a 500 and a 503 along with some best practices for 404 pages here.
One of the most useful HTTP status codes for SEOs is the 301 redirect which is used to tell search engines a page has permanently moved elsewhere (and passes a good share of link equity). Gather all the in-depth info you ever needed about 301s and other redirects.
Perhaps because it’s one of the hardest SEO words to pronounce, canonicalization has a reputation for being complex. But the basic concept is simple: you have two (or more) pages that have similar content and canonicalization allows you to either combine those pages (using redirects) or indicate which version of the page you want search engines to treat as paramount. Read up on the details of using canonicalization to handle duplicate content.
You’ve now mastered so much SEO knowledge that you could teach the stuff (at least on a 101 level). If you’ve read and digested all the links along the way, you now know so much more about SEO than when you started.
But you’re so self-motivated that you want to know even more, don’t you?
Newbies, read closely through other optimization to refine your knowledge and apply those newly-minted optimization skills to even more aspects of the sites you’re working on.
Marketers, you’ve done a fabulous job powering through all these topics and there’s no doubt you can hold your own in the next SEO team meeting. To take your understanding of optimization even further, skim other optimization.
Or scoot on ahead and test your skills with the SEO Expert Quiz.
There are many ways (beyond the basic SEO knowledge you’ve been accruing here) to give your site an optimization boost. Find (and fix) what’s keeping potential customers from converting with conversion rate optimization, get your storefronts found on the web with local SEO, and find out how to prep your site to show up in international SERPs with international SEO.
If shoppers are abandoning their carts so fast you’re looking around for the tornado, your marketing funnel is acting more like a sieve and it’s time to plug some holes. Stop the bleeding with Paddy Moogan’s five-step framework for CRO. And keep on learning by keeping up with the latest CRO posts from the Moz Blog.
Even if you do most of your business in person at a local shop, customers are still trying to use the Internet to find you (and your hours, phone number, menu, etc.). Make sure they’re getting the right info (and finding you before they find your competitor across the street) by investing some time learning about local SEO. On that page you can also sign up for the Local 7-Pack, a monthly newsletter highlighting the top local SEO news you need to know. Or, watch for the latest local SEO developments on the Moz Blog.
A global customer base is a good thing to have, but you want to use international SEO to make sure potential customers in the UK are finding your British shipping policies instead of your American ones. Master hreflang to direct Chinese customers to content using simplified Chinese characters while you send Taiwanese customers to content that uses the traditional characters they’re used to. And find out how your site structure and whether you’re using a country code top-level domain (ccTLD) (like “.uk”) affects your SEO and potential ranking in international SERPs.
SEO newbies, we really can’t call you newbies anymore. Congratulations! No one has read deeper into this blog post or learned more along the way than you have.
SEO veterans, you knew a lot of this already, but now you’re up to date on the latest tips, tricks, and techniques.
And SEO-curious marketers, if you’re still hanging around, bravo! You can safely add “speaks SEO” as a feather in your cap.
You’re all ready to test your skills against the experts and prove just how much you’ve learned, take the SEO Expert Quiz and brag about your score.
Feel like you’ve mastered SEO already? Take the New SEO Expert Quiz to see how you stack up.
Congratulations! You’re well on your way to SEO mastery. Bask in that glow for a moment or two before moving on to your next project.
The fun thing about a developing field like SEO is that the learning and adventure never end. Whether you’re looking for more advanced knowledge or just to learn in a different format, try Distilled U‘s interactive modules or Market Motive’s web-based classes. If you’re looking for a job in SEO, Carl Hendy might just have your roadmap.
Thanks for following along with this choose your own adventure version of how to learn SEO. Share your favorite resources and ask us about any topics we might have missed in the comments.
How accurate are “Top 10″ Posts? How do you define influence or compare them or know if the author was being genuine? Wonder no more… You have probably seen countless amount of articles telling you that you must follow these top 10 industry influencers on Twitter or subscribe to their blogs. However, with Majestic’s Clique…Reblogged 4 years ago from blog.majestic.com