Creating Demand for Products, Services, and Ideas that Have Little to No Existing Search Volume – Whiteboard Friday

Posted by randfish

A lot of fantastic websites (and products, services, ideas, etc.) are in something of a pickle: The keywords they would normally think to target get next to no search volume. It can make SEO seem like a lost cause. In today’s Whiteboard Friday, Rand explains why that’s not the case, and talks about the one extra step that’ll help those organizations create the demand they want.

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

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about a particularly challenging problem in the world of SEO, and that is trying to do SEO or trying to do any type of web marketing when your product, service, or idea has no search volume around it. So nobody is already looking for what you offer. It’s a new thing, a new concept.

I’ll use the example here of a website that I’m very fond of, but which there’s virtually no search volume for, called Niice. It’s

It’s great. I searched for things in here. It brings me back all these wonderful visuals from places like Colossus and lots of design portals. I love this site. I use it all the time for inspiration, for visuals, for stuff that I might write about on blogs, for finding new artists. It’s just cool. I love it. I love the discovery aspect of it, and I think it can be really great for finding artists and designers and visuals.

But when I looked at the keyword research — and granted I didn’t go deep into the keyword research, but let’s imagine that I did — I looked for things like: “visual search engine” almost no volume; “search engine for designers” almost no volume; “graphical search engine” almost no volume; “find designer visuals” nada.

So when they look at their keyword research they go, “Man, we don’t even have keywords to target here really.” SEO almost feels like it’s not a channel of opportunity, and I think that’s where many, many companies and businesses make mistakes actually, because just because you don’t see keyword research around exactly around what you’re offering doesn’t mean that SEO can’t be a great channel. It just means we have to do an extra step of work, and that’s what I want to talk about today.

So I think when you encounter this type of challenge — and granted it might not be the challenge that there’s no keyword volume — it could be a challenge in your business, for your organization, for some ideas or products that you have or are launching that there’s just very little, and thus you’re struggling to come up with enough volume to create the quantity of leads, or free trials, or customers that you need. This process really can work.

Key questions to start.

1) Who’s the target audience?

In Niice’s case, that’s going to be a lot of designers. It might be people who are creating presentations. It might be those who are searching out designers or artists. It could be people seeking inspiration for all sorts of things. So they’re going to figure out who that is.

From there, they can look at the job title, interests, demographics of those people, and then you can do some cool stuff where you can figure out things like, “Oh, you know what? We could do some Facebook ad targeting to those right groups to help boost their interests in our product and potentially, well, create branded search volume down the road, attract direct visitors, build brand awareness for ourselves, and potentially get some traffic to the site directly as well. If we can convert some of that traffic, well, that’s fantastic.”

In their case, I think Niice is ad-supported right now, so all they really need is the traffic itself. But regardless, this is that same type of process you’d use.

2) What else do they search for?

What is that target audience searching for? Knowledge, products, tools, services, people, brands, whatever it is, if you know who the audience is, you can figure out what they’re searching for because they have needs. If they have a job title, if they have interests, if you have those profile features about the audience, you can figure out what else they’re going to be searching for, and in this case, knowing what designers are searching for, well, that’s probably relatively simplistic. The other parts of their audience might be more complex, but that one is pretty obvious.

From that, we can do content creation. We can do keyword targeting to be in front of those folks when they’re doing search by creating content that may not necessarily be exactly selling our tools, but that’s the idea of content marketing. We’re creating content to target people higher up in the funnel before they need our product.

We can use that, too, for product and feature inspiration in the product itself. So in this case, Niice might consider creating a design pattern library or several, pulling from different places, or hiring someone to come in and build one for them and then featuring that somewhere on the site if you haven’t done a search yet and then potentially trying to rank for that in the search engine, which then brings qualified visitors, the types of people who once they got exposed to Niice would be like, “Wow, this is great and it’s totally free. I love it.”

UX tool list, so list of tools for user experience, people on the design or UI side, maybe Photoshop tutorials, whatever it is that they feel like they’re competent and capable of creating and could potentially rank for, well, now you’re attracting the right audience to your site before they need your product.

3) Where do they go?

That audience, where are they going on the web? What do they do when they get there? To whom do they listen? Who are their influencers? How can we be visible in those locations? So from that I can get things like influencer targeting and outreach. I can get ad and sponsorship opportunities. I can figure out places to do partnership or guest content or business development.

In Niice’s case, that might be things like sponsor or speak at design events. Maybe they could create an awards project for Dribble. So they go to Dribble, they look at what’s been featured there, or they go to Colossus, or some of the other sites that they feature, and they find the best work of the week. At the end of the week, they feature the top 10 projects, and then they call out the designers who put them together.

Wow, that’s terrific. Now you’re getting in front of the audience whose work you’re featuring, which is going to, in turn, make them amplify Niice’s project and product to an audience who’s likely to be in their target audience. It’s sort of a win-win. That’s also going to help them build links, engagement, shares, and all sorts of signals that potentially will help them with their authority, both topically and domain-wide, which then means they can rank for all the content they create, building up this wonderful engine.

4) What types of content have achieved broad or viral distribution?

I think what we can glean from this is not just inspiration for content and keyword opportunities as we can from many other kinds of content, but also sites to target, in particular sites to target with advertising, sites to target for guest posting or sponsorship, or sites to target for business development or for partnerships, site to target in an ad network, sites to target psychographically or demographically for Facebook if we want to run ads like that, potentially bidding on ads in Google when people search for that website or for that brand name in paid search.

So if you’re Niice, you could think about contracting some featured artist to contribute visuals maybe for a topical news project. So something big is happening in the news or in the design community, you contract a few of the artists whose work you have featured or are featuring, or people from the communities whose work you’re featuring, and say, “Hey, we might not be able to pay you a lot, but we’re going to get in front of a ton of people. We’re going to build exposure for you, which is something we already do, FYI, and now you’ve got some wonderful content that has that potential to mimic that work.”

You could think about, and I love this just generally as a content marketing and SEO tactic, if you go find viral content, content that has had wide sharing success across the web from the past, say two, three, four, or five years ago, you have a great opportunity, especially if the initial creator of that content or project hasn’t continued on with it, to go say, “Hey, you know what? We can do a version of that. We’re going to modernize and update that for current audiences, current tastes, what’s currently going on in the market. We’re going to go build that, and we have a strong feeling that it’s going to be successful because it’s succeeded in the past.”

That, I think, is a great way to get content ideas from viral content and then to potentially overtake them in the search rankings too. If something from three or five years ago, that was particularly timely then still ranks today, if you produce it, you’re almost certainly going to come out on top due to Google’s bias for freshness, especially around things that have timely relevance.

5) Should brand advertisement be in our consideration set?

Then last one, I like to ask about brand advertising in these cases, because when there’s not search volume yet, a lot of times what you have to do is create awareness. I should change this from advertising to a brand awareness, because really there’s organic ways to do it and advertising ways to do it. You can think about, “Well, where are places that we can target where we could build that awareness? Should we invest in press and public relations?” Not press releases. “Then how do we own the market?” So I think one of the keys here is starting with that name or title or keyword phrase that encapsulates what the market will call your product, service or idea.

In the case of Niice, that could be, well, visual search engines. You can imagine the press saying, “Well, visual search engines like Niice have recently blah, blah, blah.” Or it could be designer search engines, or it could be graphical search engines, or it could be designer visual engines, whatever it is. You need to find what that thing is going to be and what’s going to resonate.

In the case of Nest, that was the smart home. In the case of Oculus, it was virtual reality and virtual reality gaming. In the case of Tesla, it was sort of already established. There’s electric cars, but they kind of own that market. If you know what those keywords are, you can own the market before it gets hot, and that’s really important because that means that all of the press and PR and awareness that happens around the organic rankings for that particular keyword phrase will all be owned and controlled by you.

When you search for “smart home,” Nest is going to dominate those top 10 results. When you search for “virtual reality gaming,” Oculus is going to dominate those top 10. It’s not necessarily dominate just on their own site, it’s dominate all the press and PR articles that are about that, all of the Wikipedia page about it, etc., etc. You become the brand that’s synonymous with the keyword or concept. From an SEO perspective, that’s a beautiful world to live in.

So, hopefully, for those of you who are struggling around demand for your keywords, for your volume, this process can be something that’s really helpful. I look forward to hearing from you in the comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by

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

How to Rid Your Website of Six Common Google Analytics Headaches

Posted by amandaecking

I’ve been in and out of Google Analytics (GA) for the past five or so years agency-side. I’ve seen three different code libraries, dozens of new different features and reports roll out, IP addresses stop being reported, and keywords not-so-subtly phased out of the free platform.

Analytics has been a focus of mine for the past year or so—mainly, making sure clients get their data right. Right now, our new focus is closed loop tracking, but that’s a topic for another day. If you’re using Google Analytics, and only Google Analytics for the majority of your website stats, or it’s your primary vehicle for analysis, you need to make sure it’s accurate.

Not having data pulling in or reporting properly is like building a house on a shaky foundation: It doesn’t end well. Usually there are tears.

For some reason, a lot of people, including many of my clients, assume everything is tracking properly in Google Analytics… because Google. But it’s not Google who sets up your analytics. People do that. And people are prone to make mistakes.

I’m going to go through six scenarios where issues are commonly encountered with Google Analytics.

I’ll outline the remedy for each issue, and in the process, show you how to move forward with a diagnosis or resolution.

1. Self-referrals

This is probably one of the areas we’re all familiar with. If you’re seeing a lot of traffic from your own domain, there’s likely a problem somewhere—or you need to extend the default session length in Google Analytics. (For example, if you have a lot of long videos or music clips and don’t use event tracking; a website like TEDx or SoundCloud would be a good equivalent.)

Typically one of the first things I’ll do to help diagnose the problem is include an advanced filter to show the full referrer string. You do this by creating a filter, as shown below:

Filter Type: Custom filter > Advanced
Field A: Hostname
Extract A: (.*)
Field B: Request URI
Extract B: (.*)
Output To: Request URI
Constructor: $A1$B1

You’ll then start seeing the subdomains pulling in. Experience has shown me that if you have a separate subdomain hosted in another location (say, if you work with a separate company and they host and run your mobile site or your shopping cart), it gets treated by Google Analytics as a separate domain. Thus, you ‘ll need to implement cross domain tracking. This way, you can narrow down whether or not it’s one particular subdomain that’s creating the self-referrals.

In this example below, we can see all the revenue is being reported to the booking engine (which ended up being cross domain issues) and their own site is the fourth largest traffic source:

I’ll also a good idea to check the browser and device reports to start narrowing down whether the issue is specific to a particular element. If it’s not, keep digging. Look at pages pulling the self-referrals and go through the code with a fine-tooth comb, drilling down as much as you can.

2. Unusually low bounce rate

If you have a crazy-low bounce rate, it could be too good to be true. Unfortunately. An unusually low bounce rate could (and probably does) mean that at least on some pages of your website have the same Google Analytics tracking code installed twice.

Take a look at your source code, or use Google Tag Assistant (though it does have known bugs) to see if you’ve got GA tracking code installed twice.

While I tell clients having Google Analytics installed on the same page can lead to double the pageviews, I’ve not actually encountered that—I usually just say it to scare them into removing the duplicate implementation more quickly. Don’t tell on me.

3. Iframes anywhere

I’ve heard directly from Google engineers and Google Analytics evangelists that Google Analytics does not play well with iframes, and that it will never will play nice with this dinosaur technology.

If you track the iframe, you inflate your pageviews, plus you still aren’t tracking everything with 100% clarity.

If you don’t track across iframes, you lose the source/medium attribution and everything becomes a self-referral.

Damned if you do; damned if you don’t.

My advice: Stop using iframes. They’re Netscape-era technology anyway, with rainbow marquees and Comic Sans on top. Interestingly, and unfortunately, a number of booking engines (for hotels) and third-party carts (for ecommerce) still use iframes.

If you have any clients in those verticals, or if you’re in the vertical yourself, check with your provider to see if they use iframes. Or you can check for yourself, by right-clicking as close as you can to the actual booking element:


There is no neat and tidy way to address iframes with Google Analytics, and usually iframes are not the only complicated element of setup you’ll encounter. I spent eight months dealing with a website on a subfolder, which used iframes and had a cross domain booking system, and the best visibility I was able to get was about 80% on a good day.

Typically, I’d approach diagnosing iframes (if, for some reason, I had absolutely no access to viewing a website or talking to the techs) similarly to diagnosing self-referrals, as self-referrals are one of the biggest symptoms of iframe use.

4. Massive traffic jumps

Massive jumps in traffic don’t typically just happen. (Unless, maybe, you’re Geraldine.) There’s always an explanation—a new campaign launched, you just turned on paid ads for the first time, you’re using content amplification platforms, you’re getting a ton of referrals from that recent press in The New York Times. And if you think it just happened, it’s probably a technical glitch.

I’ve seen everything from inflated pageviews result from including tracking on iframes and unnecessary implementation of virtual pageviews, to not realizing the tracking code was installed on other microsites for the same property. Oops.

Usually I’ve seen this happen when the tracking code was somewhere it shouldn’t be, so if you’re investigating a situation of this nature, first confirm the Google Analytics code is only in the places it needs to be.Tools like Google Tag Assistant and Screaming Frog can be your BFFs in helping you figure this out.

Also, I suggest bribing the IT department with sugar (or booze) to see if they’ve changed anything lately.

5. Cross-domain tracking

I wish cross-domain tracking with Google Analytics out of the box didn’t require any additional setup. But it does.

If you don’t have it set up properly, things break down quickly, and can be quite difficult to untangle.

The older the GA library you’re using, the harder it is. The easiest setup, by far, is Google Tag Manager with Universal Analytics. Hard-coded universal analytics is a bit more difficult because you have to implement autoLink manually and decorate forms, if you’re using them (and you probably are). Beyond that, rather than try and deal with it, I say update your Google Analytics code. Then we can talk.

Where I’ve seen the most murkiness with tracking is when parts of cross domain tracking are implemented, but not all. For some reason, if allowLinker isn’t included, or you forget to decorate all the forms, the cookies aren’t passed between domains.

The absolute first place I would start with this would be confirming the cookies are all passing properly at all the right points, forms, links, and smoke signals. I’ll usually use a combination of the Real Time report in Google Analytics, Google Tag Assistant, and GA debug to start testing this. Any debug tool you use will mean you’re playing in the console, so get friendly with it.

6. Internal use of UTM strings

I’ve saved the best for last. Internal use of campaign tagging. We may think, oh, I use Google to tag my campaigns externally, and we’ve got this new promotion on site which we’re using a banner ad for. That’s a campaign. Why don’t I tag it with a UTM string?

Step away from the keyboard now. Please.

When you tag internal links with UTM strings, you override the original source/medium. So that visitor who came in through your paid ad and then who clicks on the campaign banner has now been manually tagged. You lose the ability to track that they came through on the ad the moment they click on the tagged internal link. Their source and medium is now your internal campaign, not that paid ad you’re spending gobs of money on and have to justify to your manager. See the problem?

I’ve seen at least three pretty spectacular instances of this in the past year, and a number of smaller instances of it. Annie Cushing also talks about the evils of internal UTM tags and the odd prevalence of it. (Oh, and if you haven’t explored her blog, and the amazing spreadsheets she shares, please do.)

One clothing company I worked with tagged all of their homepage offers with UTM strings, which resulted in the loss of visibility for one-third of their audience: One million visits over the course of a year, and $2.1 million in lost revenue.

Let me say that again. One million visits, and $2.1 million. That couldn’t be attributed to an external source/campaign/spend.

Another client I audited included campaign tagging on nearly every navigational element on their website. It still gives me nightmares.

If you want to see if you have any internal UTM strings, head straight to the Campaigns report in Acquisition in Google Analytics, and look for anything like “home” or “navigation” or any language you may use internally to refer to your website structure.

And if you want to see how users are moving through your website, go to the Flow reports. Or if you really, really, really want to know how many people click on that sidebar link, use event tracking. But please, for the love of all things holy (and to keep us analytics lovers from throwing our computers across the room), stop using UTM tagging on your internal links.

Now breathe and smile

Odds are, your Google Analytics setup is fine. If you are seeing any of these issues, though, you have somewhere to start in diagnosing and addressing the data.

We’ve looked at six of the most common points of friction I’ve encountered with Google Analytics and how to start investigating them: self-referrals, bounce rate, iframes, traffic jumps, cross domain tracking and internal campaign tagging.

What common data integrity issues have you encountered with Google Analytics? What are your favorite tools to investigate?

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!

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 [ 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

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

Posted by randfish

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

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

What SEO problems make you angry?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Video transcription by

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

Should I Rebrand and Redirect My Site? Should I Consolidate Multiple Sites/Brands? – Whiteboard Friday

Posted by randfish

Making changes to your brand is a huge step, and while it’s sometimes the best path forward, it isn’t one to be taken lightly. In today’s Whiteboard Friday, Rand offers some guidance to marketers who are wondering whether a rebrand/redirect is right for them, and also those who are considering consolidating multiple sites under a single brand.

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

To rebrand, or not to rebrand, that is the question

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. Today we’re going to chat a little bit about whether you should rebrand and consider redirecting your existing website or websites and whether you should potentially consolidate multiple websites and brands that you may be running.

So we’ve talked before about redirection moves best practices. We’ve also talked about the splitting of link equity and domain authority and those kinds of things. But one of the questions that people have is, “Gosh, you know I have a website today and given the moves that Google has been making, that the social media world has been making, that content marketing has been making, I’m wondering whether I should potentially rebrand my site.” Lots of people bought domains back in the day that were exact match domains or partial match domains or that they thought reflected a move of the web toward or away from less brand-centric stuff and toward more keyword matching, topic matching, intent matching kinds of things.

Maybe you’re reconsidering those moves and you want to know, “Hey, should I be thinking about making a change now?” That’s what I’m here to answer. So this question to rebrand or not to re, it is tough because you know that when you do that rebrand, you will almost certainly take a traffic hit, and SEO is one of the biggest places where people typically take that traffic hit.

Moz previously was at and moved to We saw a dip in our traffic over about 3 to 4 months before it fully recovered, and I would say that dip was between 15% and 25% of our search traffic, depending on week to week. I’ll link to a list of metrics that I put on my personal blog,, so that you can check those out if you’d like to see them. But it was a short recovery time for us.

One of the questions that people always have is, “Well wait, did you lose rankings for SEO since SEO used to be in your domain name?” The answer is no. In fact, six months after the move, we were ranking higher for SEO related terms and phrases.

Scenario A: Rebranding or redirecting

So let’s imagine that today you are running, which is right on the borderline. In my opinion, that’s right on the borderline of barely tolerable. Like it could be brandable, but it’s not great. I don’t love the “sci-fi” in here, partially because of how the Syfy channel, the entity that broadcasts stuff on television has chosen to delineate their spelling, sci-fi can be misinterpreted as to how it’s spelled. I don’t love having to have “and” in a domain name. This is long. All sorts of stuff.

Let’s say you also own, but you haven’t used it. Previously has been redirecting to, and you’re thinking, “Well, man, is it the right time to make this move? Should I make this change now? Should I wait for the future?”

How memorable or amplifiable is your current brand?

Well, these are the questions that I would urge you to consider. How memorable and amplifiable is your current brand? That’s something that if you are recognizing like, “Hey I think our brand name, in fact, is holding us back in search results and social media amplification, press, in blog mentions, in journalist links and these kinds of things,” well, that’s something serious to think about. Word of mouth too.

Will you maintain your current brand name long term?

So if you know that sometime in the next two, three, four, or five years you do want to move to StarToys, I would actually strongly urge you to do that right now, because the longer you wait, the longer it will take to build up the signals around the new domain and the more pain you’ll potentially incur by having to keep branding this and working on this old brand name. So I would strongly urge you, if you know you’re going to make the move eventually, make it today. Take the pain now, rather than more pain later.

Can or have you tested brand preference with your target audience?

I would urge you to find two different groups, one who are loyal customers today, people who know and have used it, and two, people who are potential customers, but aren’t yet familiar with it.

You don’t need to do big sample-sizes. If you can get 5, 10, or 15 people either in a room or talk to them in person, you can try some web surveys, you can try using some social media ads like things on Facebook. I’ve seen some companies do some testing around this. Even buying potential PPC ads and seeing how click-through rates perform and sentiment and those kinds of things, that is a great way to help validate your ideas, especially if you’re forced to bring data to a table by executives or other stakeholders.

How much traffic would you need in one year to justify a URL move?

The last thing I think about is imagine, and I want you to either imagine or even model this out, mathematically model it out. If your traffic growth rate — so let’s say you’re growing at 10% year-over-year right now — if that improved 1%, 5%, or 10% annually with a new brand name, would you make the move? So knowing that you might take a short-term hit, but then that your growth rate would be incrementally higher in years to come, how big would that growth rate need to be?

I would say that, in general, if I were thinking about these two domains, granted this is a hard case because you don’t know exactly how much more brandable or word-of-mouth-able or amplifiable your new one might be compared to your existing one. Well, gosh, my general thing here is if you think that’s going to be a substantive percentage, say 5% plus, almost always it’s worth it, because compound growth rate over a number of years will mean that you’re winning big time. Remember that that growth rate is different that raw growth. If you can incrementally increase your growth rate, you get tremendously more traffic when you look back two, three, four, or five years later.

Where does your current and future URL live on the domain/brand name spectrum?

I also made this domain name, brand name spectrum, because I wanted to try and visualize crappiness of domain name, brand name to really good domain name, brand name. I wanted to give some examples and then extract out some elements so that maybe you can start to build on these things thematically as you’re considering your own domains.

So from awful, we go to tolerable, good, and great. So is obviously terrible. I’ve taken a contraction of the name and the actual one. It’s got a .net. It’s using hyphens. It’s infinitely unmemorable up to what I think is tolerable — It’s long. There are some questions about how type-in-able it is, how easy it is to type in., which that’s pretty good. SciFiToys, relatively short, concise. It still has the “sci-fi” in there, but it’s a .com. We’re getting better. All the way up to, I really love the name, StarToys. I think it’s very brandable, very memorable. It’s concise. It’s easy to remember and type in. It has positive associations probably with most science fiction toy buyers who are familiar with at least “Star Wars” or “Star Trek.” It’s cool. It has some astronomy connotations too. Just a lot of good stuff going on with that domain name.

Then, another one, That sucks. Okay, at least I know what it is. Neighborhood is a really hard name to type because it is very hard for many people to spell and remember. It’s long. I don’t totally love it. I don’t love the “info” connotation, which is generic-y. has a nice, alliterative ring to it. But maybe we could do even better and actually there is a company,, which I think is wonderfully brandable and memorable and really describes what it is without being too in your face about the generic brand of we have regional data about places.

What if you’re doing mobile apps? You might say, “Why is that in awful?” The answer is two things. One, it’s the length of the domain name and then the fact that you’re actually using someone else’s trademark in your name, which can be really risky. Especially if you start blowing up, getting big, Google might go and say, “Oh, do you have Android in your domain name? We’ll take that please. Thank you very much.”, in the tech world, it’s very popular to use domains like .io or .ly. Unfortunately, I think once you venture outside of the high tech world, it’s really tough to get people to remember that that is a domain name. If you put up a billboard that says “,” a majority of people will go, “Oh, that’s a website.” But if you use .io, .ly, or one of the new domain names, .ninja, a lot of people won’t even know to connect that up with, “Oh, they mean an Internet website that I can type into my browser or look for.”

So we have to remember that we sometimes live in a bubble. Outside of that bubble are a lot of people who, if it’s not .com, questionable as to whether they’re even going to know what it is. Remember outside of the U.S., country code domain names work equally well —, .ca,, wherever you are. Now we’re getting better. Memorable, clear. Then all the way up to, I really like the name I have positive associations with like, “Oh year, restaurant critics, food critics, and movie critics, and this is an app critic. Great, that’s very cool.”

What are the things that are in here? Well, stuff at this end of the spectrum tends to be generic, forgettable, hard to type in. It’s long, brand-infringing, danger, danger, and sketchy sounding. It’s hard to quantify what sketchy sounding is, but you know it when you see it. When you’re reviewing domain names, you’re looking for links, you’re looking at things in the SERPs, you’re like, “Hmm, I don’t know about this one.” Having that sixth sense is something that we all develop over time, so sketchy sounding not quite as scientific as I might want for a description, but powerful.

On this end of the spectrum though, domain names and brand names tend to be unique, memorable, short. They use .com. Unfortunately, still the gold standard. Easy to type in, pronounceable. That’s a powerful thing too, especially because of word of mouth. We suffered with that for a long time with SEOmoz because many people saw it and thought, “Oh, ShowMoz, COMoz, SeeMoz.” It sucked. Have positive associations, like StarToys or WalkScore or AppCritic. They have these positive, pre-built-in associations psychologically that suggest something brandable.

Scenario B: Consolidating two sites

Scenario B, and then we’ll get to the end, but scenario B is the question like, “Should I consolidate?” Let’s say I’m running both of these today. Or more realistic and many times I see people like this, you’re running and, and you think, “Boy, these are pretty separate.” But then you keep finding overlap between them. Your content tends to overlap, the audience tends to overlap. I find this with many, many folks who run multiple domains.

How much audience and content overlap is there?

So we’ve got to consider a few things. First off, that audience and content overlap. If you’ve got StarToys and AppCritic and the overlap is very thin, just that little, tiny piece in the middle there. The content doesn’t overlap much, the audience doesn’t overlap much. It probably doesn’t make that much sense.

But what if you’re finding like, “Gosh, man, we’re writing more and more about apps and tech and mobile and web stuff on StarToys, and we’re writing more and more about other kinds of geeky, fun things on AppCritic. Slowly it feels like these audiences are merging.” Well, now you might want to consider that consolidation.

Is there potential for separate sales or exits?

Second point of consideration, the potential for separate exits or sales. So if you know that you’re going to sell to someone in the future and you want to make sure that’s separate from StarToys, you should keep them separate. If you think to yourself, “Gosh, I’d never sell one without the other. They’re really part of the same company, brand, effort,” well, I’d really consider that consolidation.

Will you dilute marketing or branding efforts?

Last point of positive consideration is dilution of marketing and branding efforts. Remember that you’re going to be working on marketing. You’re going to be working on branding. You’re going to be working on growing traffic to these. When you split your efforts, unless you have two relatively large, separate teams, this is very, very hard to do at the same rate that it could be done if you combined those efforts. So another big point of consideration. That compound growth rate that we talked about, that’s another big consideration with this.

Is the topical focus out of context?

What I don’t recommend you consider and what has been unfortunately considered, by a lot of folks in the SEO-centric world in the past, is topical focus of the content. I actually am crossing this out. Not a big consideration. You might say to yourself, “But Rand, we talked about previously on Whiteboard Friday how I can have topical authority around toys and games that are related to science fiction stuff, and I can have topical authority related to mobile apps.”

My answer is if the content overlap is strong and the audience overlap is strong, you can do both on one domain. You can see many, many examples of this across the web, Moz being a great example where we talk about startups and technology and sometimes venture capital and team building and broad marketing and paid search marketing and organic search marketing and just a ton of topics, but all serving the same audience and content. Because that overlap is strong, we can be an authority in all of these realms. Same goes for any time you’re considering these things.

All right everyone, hope you’ve enjoyed this edition of Whiteboard Friday. I look forward to some great comments, and we’ll see you again next week. take care.

Video transcription by

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

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

Posted by randfish

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

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

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about why link building sometimes fails.

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

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

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

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

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

1) Not the right links

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

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

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

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

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

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

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

2) Not the right content

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

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

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

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

3) Not the right domain

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

4) Accessibility or technical issues

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

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

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

Video transcription by

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

How Google Pulls Structured Snippets from Websites’ Tables

Posted by billslawski

An article that came out at the beginning of 2015 was intended to (quietly) let people know about what Google had been doing to offer a new form of search results called Table Search. The article was titled 
Applying WebTables in Practice (pdf).

It tells us about an initiative that Google’s structured data team embarked upon, when they started the WebTables project in the second half of the 2000s, which involved them releasing the following paper:

WebTables: Exploring the Power of Tables on the Web (pdf)

It got some nice press in the paper
Structured Data on the Web (pdf).

What is Table Search?

There are many pages on the Web that are filled with data in the form of tables. It’s possible that if you weren’t paying attention you may have missed
Google Table Search entirely—it hasn’t gotten a lot of press as far as I can tell. If you include tabular data on the pages of your site, though, you may be able to find tables from your site included in the results from a query in Google Table Search.

Imagine that I am looking to buy a new camera lens, except I’m not sure which one to purchase. I’ve heard good things about Nikon lenses, so I go to Table Search and look for [
single lens dslr nikon].  The first table returned gives me some choices to compare different lenses:

Table Search and structured snippets

One of the interesting things to grow out of Table Search capability from Google is the structured snippet, a search result that is a combination of query results and tabular data results, as described by Google in their blog post
Introducing Structured Snippets, now a part of Google Web Search.

For example, this result involving a search for [superman] includes facts from a Wikipedia table about the character:


Those extra facts come from the table associated with a query on Superman that shows tabular data about the character:


We can see Google working in structured snippets elsewhere, e.g., in presenting snippets from Twitter, like from the following profile:


A search for Rand shows the following (h/t to
Barbara Starr for this example of a structured snippet):


Note how Google is taking structured data (highlighted in yellow) from the Twitter profile and including it in the Google search result from the Twitter profile “about Rand”. That data may also be from Twitter’s API of data that they feed to Google. I have noticed that when there are multiple Twitter accounts for the same name, this kind of table data doesn’t appear in the Google snippet. 

Getting your structured snippets

Applying Webtables in Practice paper has some suggestions on how to create tables that might be sources of structured data that Google might use:

  1. Limit the amount of boilerplate content that appears in a table
  2. Use table headings <th> to add labels to the columns they head—this tells Google that they are filled with important data
  3. Use meaningful attribute names in table headings that make it more likely the tables might appear and rank for a relevant query
  4. Use meaningful titles, captions and semantically related text surrounding the table. These can help the search engine better understand what the table is about.
  5. The ranking of tables in Table Search can be influenced by Web ranking features such as The PageRank of a page a table is on and links pointed to that page.

If you decide to use tables on your pages, following these hints from the “Applying WebTables in Practice” paper may help lead to structured snippets showing up in your search results. The inclusion of that data may convince searchers to click through to your pages. A data-rich search result that addresses their informational and situational needs may be persuasive enough to get them to visit you. And the snippet is attached to a link to your page, so your page gets credit for the data.

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