Darryl, the man behind dotmailer’s Custom Technical Solutions team

Why did you decide to come to dotmailer?

I first got to know dotmailer when the company was just a bunch of young enthusiastic web developers called Ellipsis Media back in 1999. I was introduced by one of my suppliers and we decided to bring them on board to build a recruitment website for one of our clients. That client was Amnesty International and the job role was Secretary General. Not bad for a Croydon company whose biggest client before that was Scobles the plumber’s merchants. So, I was probably dotmailer’s first ever corporate client! After that, I used dotmailer at each company I worked for and then one day they approached a colleague and me and asked us if we wanted to work for them. That was 2013.  We grabbed the opportunity with both hands and haven’t looked back since.

Tell us a bit about your role

I’m the Global Head of Technical Solutions which actually gives me responsibility for 2 teams. First, Custom Technical Solutions (CTS), who build bespoke applications and tools for customers that allow them to integrate more closely with dotmailer and make life easier. Second, Technical Pre-sales, which spans our 3 territories (EMEA, US and APAC) and works with prospective and existing clients to figure out the best solution and fit within dotmailer.

What accomplishments are you most proud of from your dotmailer time so far?

I would say so far it has to be helping to turn the CTS team from just 2 people into a group of 7 highly skilled and dedicated men and women who have become an intrinsic and valued part of the dotmailer organization. Also I really enjoy being part of the Senior Technical Management team. Here we have the ability to influence the direction and structure of the platform on a daily basis.

Meet Darryl Clark – the cheese and peanut butter sandwich lover

Can you speak a bit about your background and that of your team? What experience and expertise is required to join this team?

My background is quite diverse from a stint in the Army, through design college, web development, business analysis to heading up my current teams. I would say the most valuable skill that I have is being highly analytical. I love nothing more than listening to a client’s requirements and digging deep to work out how we can answer these if not exceed them.

As a team, we love nothing more than brainstorming our ideas. Every member has a valid input and we listen. Everyone has the opportunity to influence what we do and our motto is “there is no such thing as a stupid question.”

To work in my teams you have to be analytical but open minded to the fact that other people may have a better answer than you. Embrace other people’s input and use it to give our clients the best possible solution. We are hugely detail conscious, but have to be acutely aware that we need to tailor what we say to our audience so being able to talk to anyone at any level is hugely valuable.

How much of the dotmailer platform is easily customizable and when does it cross over into something that requires your team’s expertise? How much time is spent on these custom solutions one-time or ongoing?

I’ll let you in on a little secret here. We don’t actually do anything that our customers can’t do with dotmailer given the right knowledge and resources. This is because we build all of our solutions using the dotmailer public API. The API has hundreds of methods in both SOAP and REST versions, which allows you to do a huge amount with the dotmailer platform. We do have a vast amount of experience and knowledge in the team so we may well be able to build a solution quicker than our customers. We are more than happy to help them and their development teams build a solution using us on a consultancy basis to lessen the steepness of the learning curve.

Our aim when building a solution for a customer is that it runs silently in the background and does what it should without any fuss.

What are your plans for the Custom Tech Solutions team going forward?

The great thing about Custom Technical Solutions is you never know what is around the corner as our customers have very diverse needs. What we are concentrating on at the moment is refining our processes to ensure that they are as streamlined as possible and allow us to give as much information to the customer as we can. We are also always looking at the technology and coding approaches that we use to make sure that we build the most innovative and robust solutions.

We are also looking at our external marketing and sharing our knowledge through blogs so keep an eye on the website for our insights.

What are the most common questions that you get when speaking to a prospective customer?

Most questions seem to revolve around reassurance such as “Have you done this before?”, “How safe is my data?”, “What about security?”, “Can you talk to my developers?”, “Do I need to do anything?”.  In most instances, we are the ones asking the questions as we need to find out information as soon as possible so that we can analyse it to ensure that we have the right detail to provide the right solution.

Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

We talk a lot about working with best of breed so for example a customer can use our Channel Extensions in automation programs to fire out an SMS to a contact using their existing provider. We don’t force customers down one route, we like to let them decide for themselves.

Also, I really like to emphasize the fact that there is always more than one way to do something within the dotmailer platform. This means we can usually find a way to do something that works for a client within the platform. If not, then we call in CTS to work out if there is a way that we can build something that will — whether this is automating uploads for a small client or mass sending from thousands of child accounts for an enterprise level one.

What do you see as the future of marketing automation technology?  Will one size ever fit all? Or more customization going forward?

The 64 million dollar question. One size will never fit all. Companies and their systems are too organic for that. There isn’t one car that suits every driver or one racquet that suits every sport. Working with a top drawer partner network and building our system to be as open as possible from an integration perspective means that our customers can make dotmailer mold to their business and not the other way round…and adding to that the fact that we are building lots of features in the platform that will blow your socks off.

Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m a dyed in the wool Gooner (aka Arsenal Football Club fan) thanks to my Grandfather leading me down the right path as a child. If you are still reading this after that bombshell, then food-wise I pretty much like everything apart from coriander which as far as I’m concerned is the Devils own spawn. I don’t really have a favorite band, but am partial to a bit of Level 42 and Kings of Leon and you will also find me listening to 90s drum and bass and proper old school hip hop. My favorite holiday destination is any decent villa that I can relax in and spend time with my family and I went to Paris recently and loved that. Guilty pleasure – well that probably has to be confessing to liking Coldplay or the fact that my favorite sandwich is peanut butter, cheese and salad cream. Go on try it, you’ll love it.

Want to meet more of the dotmailer team? Say hi to Darren Hockley, Global Head of Support, and Dan Morris, EVP for North America.

Reblogged 3 years ago from blog.dotmailer.com

Why Effective, Modern SEO Requires Technical, Creative, and Strategic Thinking – Whiteboard Friday

Posted by randfish

There’s no doubt that quite a bit has changed about SEO, and that the field is far more integrated with other aspects of online marketing than it once was. In today’s Whiteboard Friday, Rand pushes back against the idea that effective modern SEO doesn’t require any technical expertise, outlining a fantastic list of technical elements that today’s SEOs need to know about in order to be truly 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 I’m going to do something unusual. I don’t usually point out these inconsistencies or sort of take issue with other folks’ content on the web, because I generally find that that’s not all that valuable and useful. But I’m going to make an exception here.

There is an article by Jayson DeMers, who I think might actually be here in Seattle — maybe he and I can hang out at some point — called “Why Modern SEO Requires Almost No Technical Expertise.” It was an article that got a shocking amount of traction and attention. On Facebook, it has thousands of shares. On LinkedIn, it did really well. On Twitter, it got a bunch of attention.

Some folks in the SEO world have already pointed out some issues around this. But because of the increasing popularity of this article, and because I think there’s, like, this hopefulness from worlds outside of kind of the hardcore SEO world that are looking to this piece and going, “Look, this is great. We don’t have to be technical. We don’t have to worry about technical things in order to do SEO.”

Look, I completely get the appeal of that. I did want to point out some of the reasons why this is not so accurate. At the same time, I don’t want to rain on Jayson, because I think that it’s very possible he’s writing an article for Entrepreneur, maybe he has sort of a commitment to them. Maybe he had no idea that this article was going to spark so much attention and investment. He does make some good points. I think it’s just really the title and then some of the messages inside there that I take strong issue with, and so I wanted to bring those up.

First off, some of the good points he did bring up.

One, he wisely says, “You don’t need to know how to code or to write and read algorithms in order to do SEO.” I totally agree with that. If today you’re looking at SEO and you’re thinking, “Well, am I going to get more into this subject? Am I going to try investing in SEO? But I don’t even know HTML and CSS yet.”

Those are good skills to have, and they will help you in SEO, but you don’t need them. Jayson’s totally right. You don’t have to have them, and you can learn and pick up some of these things, and do searches, watch some Whiteboard Fridays, check out some guides, and pick up a lot of that stuff later on as you need it in your career. SEO doesn’t have that hard requirement.

And secondly, he makes an intelligent point that we’ve made many times here at Moz, which is that, broadly speaking, a better user experience is well correlated with better rankings.

You make a great website that delivers great user experience, that provides the answers to searchers’ questions and gives them extraordinarily good content, way better than what’s out there already in the search results, generally speaking you’re going to see happy searchers, and that’s going to lead to higher rankings.

But not entirely. There are a lot of other elements that go in here. So I’ll bring up some frustrating points around the piece as well.

First off, there’s no acknowledgment — and I find this a little disturbing — that the ability to read and write code, or even HTML and CSS, which I think are the basic place to start, is helpful or can take your SEO efforts to the next level. I think both of those things are true.

So being able to look at a web page, view source on it, or pull up Firebug in Firefox or something and diagnose what’s going on and then go, “Oh, that’s why Google is not able to see this content. That’s why we’re not ranking for this keyword or term, or why even when I enter this exact sentence in quotes into Google, which is on our page, this is why it’s not bringing it up. It’s because it’s loading it after the page from a remote file that Google can’t access.” These are technical things, and being able to see how that code is built, how it’s structured, and what’s going on there, very, very helpful.

Some coding knowledge also can take your SEO efforts even further. I mean, so many times, SEOs are stymied by the conversations that we have with our programmers and our developers and the technical staff on our teams. When we can have those conversations intelligently, because at least we understand the principles of how an if-then statement works, or what software engineering best practices are being used, or they can upload something into a GitHub repository, and we can take a look at it there, that kind of stuff is really helpful.

Secondly, I don’t like that the article overly reduces all of this information that we have about what we’ve learned about Google. So he mentions two sources. One is things that Google tells us, and others are SEO experiments. I think both of those are true. Although I’d add that there’s sort of a sixth sense of knowledge that we gain over time from looking at many, many search results and kind of having this feel for why things rank, and what might be wrong with a site, and getting really good at that using tools and data as well. There are people who can look at Open Site Explorer and then go, “Aha, I bet this is going to happen.” They can look, and 90% of the time they’re right.

So he boils this down to, one, write quality content, and two, reduce your bounce rate. Neither of those things are wrong. You should write quality content, although I’d argue there are lots of other forms of quality content that aren’t necessarily written — video, images and graphics, podcasts, lots of other stuff.

And secondly, that just doing those two things is not always enough. So you can see, like many, many folks look and go, “I have quality content. It has a low bounce rate. How come I don’t rank better?” Well, your competitors, they’re also going to have quality content with a low bounce rate. That’s not a very high bar.

Also, frustratingly, this really gets in my craw. I don’t think “write quality content” means anything. You tell me. When you hear that, to me that is a totally non-actionable, non-useful phrase that’s a piece of advice that is so generic as to be discardable. So I really wish that there was more substance behind that.

The article also makes, in my opinion, the totally inaccurate claim that modern SEO really is reduced to “the happier your users are when they visit your site, the higher you’re going to rank.”

Wow. Okay. Again, I think broadly these things are correlated. User happiness and rank is broadly correlated, but it’s not a one to one. This is not like a, “Oh, well, that’s a 1.0 correlation.”

I would guess that the correlation is probably closer to like the page authority range. I bet it’s like 0.35 or something correlation. If you were to actually measure this broadly across the web and say like, “Hey, were you happier with result one, two, three, four, or five,” the ordering would not be perfect at all. It probably wouldn’t even be close.

There’s a ton of reasons why sometimes someone who ranks on Page 2 or Page 3 or doesn’t rank at all for a query is doing a better piece of content than the person who does rank well or ranks on Page 1, Position 1.

Then the article suggests five and sort of a half steps to successful modern SEO, which I think is a really incomplete list. So Jayson gives us;

  • Good on-site experience
  • Writing good content
  • Getting others to acknowledge you as an authority
  • Rising in social popularity
  • Earning local relevance
  • Dealing with modern CMS systems (which he notes most modern CMS systems are SEO-friendly)

The thing is there’s nothing actually wrong with any of these. They’re all, generally speaking, correct, either directly or indirectly related to SEO. The one about local relevance, I have some issue with, because he doesn’t note that there’s a separate algorithm for sort of how local SEO is done and how Google ranks local sites in maps and in their local search results. Also not noted is that rising in social popularity won’t necessarily directly help your SEO, although it can have indirect and positive benefits.

I feel like this list is super incomplete. Okay, I brainstormed just off the top of my head in the 10 minutes before we filmed this video a list. The list was so long that, as you can see, I filled up the whole whiteboard and then didn’t have any more room. I’m not going to bother to erase and go try and be absolutely complete.

But there’s a huge, huge number of things that are important, critically important for technical SEO. If you don’t know how to do these things, you are sunk in many cases. You can’t be an effective SEO analyst, or consultant, or in-house team member, because you simply can’t diagnose the potential problems, rectify those potential problems, identify strategies that your competitors are using, be able to diagnose a traffic gain or loss. You have to have these skills in order to do that.

I’ll run through these quickly, but really the idea is just that this list is so huge and so long that I think it’s very, very, very wrong to say technical SEO is behind us. I almost feel like the opposite is true.

We have to be able to understand things like;

  • Content rendering and indexability
  • Crawl structure, internal links, JavaScript, Ajax. If something’s post-loading after the page and Google’s not able to index it, or there are links that are accessible via JavaScript or Ajax, maybe Google can’t necessarily see those or isn’t crawling them as effectively, or is crawling them, but isn’t assigning them as much link weight as they might be assigning other stuff, and you’ve made it tough to link to them externally, and so they can’t crawl it.
  • Disabling crawling and/or indexing of thin or incomplete or non-search-targeted content. We have a bunch of search results pages. Should we use rel=prev/next? Should we robots.txt those out? Should we disallow from crawling with meta robots? Should we rel=canonical them to other pages? Should we exclude them via the protocols inside Google Webmaster Tools, which is now Google Search Console?
  • Managing redirects, domain migrations, content updates. A new piece of content comes out, replacing an old piece of content, what do we do with that old piece of content? What’s the best practice? It varies by different things. We have a whole Whiteboard Friday about the different things that you could do with that. What about a big redirect or a domain migration? You buy another company and you’re redirecting their site to your site. You have to understand things about subdomain structures versus subfolders, which, again, we’ve done another Whiteboard Friday about that.
  • Proper error codes, downtime procedures, and not found pages. If your 404 pages turn out to all be 200 pages, well, now you’ve made a big error there, and Google could be crawling tons of 404 pages that they think are real pages, because you’ve made it a status code 200, or you’ve used a 404 code when you should have used a 410, which is a permanently removed, to be able to get it completely out of the indexes, as opposed to having Google revisit it and keep it in the index.

Downtime procedures. So there’s specifically a… I can’t even remember. It’s a 5xx code that you can use. Maybe it was a 503 or something that you can use that’s like, “Revisit later. We’re having some downtime right now.” Google urges you to use that specific code rather than using a 404, which tells them, “This page is now an error.”

Disney had that problem a while ago, if you guys remember, where they 404ed all their pages during an hour of downtime, and then their homepage, when you searched for Disney World, was, like, “Not found.” Oh, jeez, Disney World, not so good.

  • International and multi-language targeting issues. I won’t go into that. But you have to know the protocols there. Duplicate content, syndication, scrapers. How do we handle all that? Somebody else wants to take our content, put it on their site, what should we do? Someone’s scraping our content. What can we do? We have duplicate content on our own site. What should we do?
  • Diagnosing traffic drops via analytics and metrics. Being able to look at a rankings report, being able to look at analytics connecting those up and trying to see: Why did we go up or down? Did we have less pages being indexed, more pages being indexed, more pages getting traffic less, more keywords less?
  • Understanding advanced search parameters. Today, just today, I was checking out the related parameter in Google, which is fascinating for most sites. Well, for Moz, weirdly, related:oursite.com shows nothing. But for virtually every other sit, well, most other sites on the web, it does show some really interesting data, and you can see how Google is connecting up, essentially, intentions and topics from different sites and pages, which can be fascinating, could expose opportunities for links, could expose understanding of how they view your site versus your competition or who they think your competition is.

Then there are tons of parameters, like in URL and in anchor, and da, da, da, da. In anchor doesn’t work anymore, never mind about that one.

I have to go faster, because we’re just going to run out of these. Like, come on. Interpreting and leveraging data in Google Search Console. If you don’t know how to use that, Google could be telling you, you have all sorts of errors, and you don’t know what they are.

  • Leveraging topic modeling and extraction. Using all these cool tools that are coming out for better keyword research and better on-page targeting. I talked about a couple of those at MozCon, like MonkeyLearn. There’s the new Moz Context API, which will be coming out soon, around that. There’s the Alchemy API, which a lot of folks really like and use.
  • Identifying and extracting opportunities based on site crawls. You run a Screaming Frog crawl on your site and you’re going, “Oh, here’s all these problems and issues.” If you don’t have these technical skills, you can’t diagnose that. You can’t figure out what’s wrong. You can’t figure out what needs fixing, what needs addressing.
  • Using rich snippet format to stand out in the SERPs. This is just getting a better click-through rate, which can seriously help your site and obviously your traffic.
  • Applying Google-supported protocols like rel=canonical, meta description, rel=prev/next, hreflang, robots.txt, meta robots, x robots, NOODP, XML sitemaps, rel=nofollow. The list goes on and on and on. If you’re not technical, you don’t know what those are, you think you just need to write good content and lower your bounce rate, it’s not going to work.
  • Using APIs from services like AdWords or MozScape, or hrefs from Majestic, or SEM refs from SearchScape or Alchemy API. Those APIs can have powerful things that they can do for your site. There are some powerful problems they could help you solve if you know how to use them. It’s actually not that hard to write something, even inside a Google Doc or Excel, to pull from an API and get some data in there. There’s a bunch of good tutorials out there. Richard Baxter has one, Annie Cushing has one, I think Distilled has some. So really cool stuff there.
  • Diagnosing page load speed issues, which goes right to what Jayson was talking about. You need that fast-loading page. Well, if you don’t have any technical skills, you can’t figure out why your page might not be loading quickly.
  • Diagnosing mobile friendliness issues
  • Advising app developers on the new protocols around App deep linking, so that you can get the content from your mobile apps into the web search results on mobile devices. Awesome. Super powerful. Potentially crazy powerful, as mobile search is becoming bigger than desktop.

Okay, I’m going to take a deep breath and relax. I don’t know Jayson’s intention, and in fact, if he were in this room, he’d be like, “No, I totally agree with all those things. I wrote the article in a rush. I had no idea it was going to be big. I was just trying to make the broader points around you don’t have to be a coder in order to do SEO.” That’s completely fine.

So I’m not going to try and rain criticism down on him. But I think if you’re reading that article, or you’re seeing it in your feed, or your clients are, or your boss is, or other folks are in your world, maybe you can point them to this Whiteboard Friday and let them know, no, that’s not quite right. There’s a ton of technical SEO that is required in 2015 and will be for years to come, I think, that SEOs have to have in order to be effective at their jobs.

All right, everyone. Look forward to some great comments, and we’ll see you again next time for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Reblogged 4 years ago from tracking.feedpress.it

From Editorial Calendars to SEO: Setting Yourself Up to Create Fabulous Content

Posted by Isla_McKetta

Quick note: This article is meant to apply to teams of all sizes, from the sole proprietor who spends all night writing their copy (because they’re doing business during the day) to the copy team who occupies an entire floor and produces thousands of pieces of content per week. So if you run into a section that you feel requires more resources than you can devote just now, that’s okay. Bookmark it and revisit when you can, or scale the step down to a more appropriate size for your team. We believe all the information here is important, but that does not mean you have to do everything right now.

If you thought ideation was fun, get ready for content creation. Sure, we’ve all written some things before, but the creation phase of content marketing is where you get to watch that beloved idea start to take shape.

Before you start creating, though, you want to get (at least a little) organized, and an editorial calendar is the perfect first step.

Editorial calendars

Creativity and organization are not mutually exclusive. In fact, they can feed each other. A solid schedule gives you and your writers the time and space to be wild and creative. If you’re just starting out, this document may be sparse, but it’s no less important. Starting early with your editorial calendar also saves you from creating content willy-nilly and then finding out months later that no one ever finished that pesky (but crucial) “About” page.

There’s no wrong way to set up your editorial calendar, as long as it’s meeting your needs. Remember that an editorial calendar is a living document, and it will need to change as a hot topic comes up or an author drops out.

There are a lot of different types of documents that pass for editorial calendars. You get to pick the one that’s right for your team. The simplest version is a straight-up calendar with post titles written out on each day. You could even use a wall calendar and a Sharpie.

Monday Tuesday Wednesday Thursday Friday
Title
The Five Colors of Oscar Fashion 12 Fabrics We’re Watching for Fall Is Charmeuse the New Corduroy? Hot Right Now: Matching Your Handbag to Your Hatpin Tea-length and Other Fab Vocab You Need to Know
Author Ellie James Marta Laila Alex

Teams who are balancing content for different brands at agencies or other more complex content environments will want to add categories, author information, content type, social promo, and more to their calendars.

Truly complex editorial calendars are more like hybrid content creation/editorial calendars, where each of the steps to create and publish the content are indicated and someone has planned for how long all of that takes. These can be very helpful if the content you’re responsible for crosses a lot of teams and can take a long time to complete. It doesn’t matter if you’re using Excel or a Google Doc, as long as the people who need the calendar can easily access it. Gantt charts can be excellent for this. Here’s a favorite template for creating a Gantt chart in Google Docs (and they only get more sophisticated).

Complex calendars can encompass everything from ideation through writing, legal review, and publishing. You might even add content localization if your empire spans more than one continent to make sure you have the currency, date formatting, and even slang right.

Content governance

Governance outlines who is taking responsibility for your content. Who evaluates your content performance? What about freshness? Who decides to update (or kill) an older post? Who designs and optimizes workflows for your team or chooses and manages your CMS?

All these individual concerns fall into two overarching components to governance: daily maintenance and overall strategy. In the long run it helps if one person has oversight of the whole process, but the smaller steps can easily be split among many team members. Read this to take your governance to the next level.

Finding authors

The scale of your writing enterprise doesn’t have to be limited to the number of authors you have on your team. It’s also important to consider the possibility of working with freelancers and guest authors. Here’s a look at the pros and cons of outsourced versus in-house talent.

In-house authors

Guest authors and freelancers

Responsible to

You

Themselves

Paid by

You (as part of their salary)

You (on a per-piece basis)

Subject matter expertise

Broad but shallow

Deep but narrow

Capacity for extra work

As you wish

Show me the Benjamins

Turnaround time

On a dime

Varies

Communication investment

Less

More

Devoted audience

Smaller

Potentially huge

From that table, it might look like in-house authors have a lot more advantages. That’s somewhat true, but do not underestimate the value of occasionally working with a true industry expert who has name recognition and a huge following. Whichever route you take (and there are plenty of hybrid options), it’s always okay to ask that the writers you are working with be professional about communication, payment, and deadlines. In some industries, guest writers will write for links. Consider yourself lucky if that’s true. Remember, though, that the final paycheck can be great leverage for getting a writer to do exactly what you need them to (such as making their deadlines).

Tools to help with content creation

So those are some things you need to have in place before you create content. Now’s the fun part: getting started. One of the beautiful things about the Internet is that new and exciting tools crop up every day to help make our jobs easier and more efficient. Here are a few of our favorites.

Calendars

You can always use Excel or a Google Doc to set up your editorial calendar, but we really like Trello for the ability to gather a lot of information in one card and then drag and drop it into place. Once there are actual dates attached to your content, you might be happier with something like a Google Calendar.

Ideation and research

If you need a quick fix for ideation, turn your keywords into wacky ideas with Portent’s Title Maker. You probably won’t want to write to the exact title you’re given (although “True Facts about Justin Bieber’s Love of Pickles” does sound pretty fascinating…), but it’s a good way to get loose and look at your topic from a new angle.

Once you’ve got that idea solidified, find out what your audience thinks about it by gathering information with Survey Monkey or your favorite survey tool. Or, use Storify to listen to what people are saying about your topic across a wide variety of platforms. You can also use Storify to save those references and turn them into a piece of content or an illustration for one. Don’t forget that a simple social ask can also do wonders.

Format

Content doesn’t have to be all about the words. Screencasts, Google+ Hangouts, and presentations are all interesting ways to approach content. Remember that not everyone’s a reader. Some of your audience will be more interested in visual or interactive content. Make something for everyone.

Illustration

Don’t forget to make your content pretty. It’s not that hard to find free stock images online (just make sure you aren’t violating someone’s copyright). We like Morgue File, Free Images, and Flickr’s Creative Commons. If you aren’t into stock images and don’t have access to in-house graphic design, it’s still relatively easy to add images to your content. Pull a screenshot with Skitch or dress up an existing image with Pixlr. You can also use something like Canva to create custom graphics.

Don’t stop with static graphics, though. There are so many tools out there to help you create gifs, quizzes and polls, maps, and even interactive timelines. Dream it, then search for it. Chances are whatever you’re thinking of is doable.

Quality, not quantity

Mediocre content will hurt your cause

Less is more. That’s not an excuse to pare your blog down to one post per month (check out our publishing cadence experiment), but it is an important reminder that if you’re writing “How to Properly Install a Toilet Seat” two days after publishing “Toilet Seat Installation for Dummies,” you might want to rethink your strategy.

The thing is, and I’m going to use another cliché here to drive home the point, you never get a second chance to make a first impression. Potential customers are roving the Internet right now looking for exactly what you’re selling. And if what they find is an only somewhat informative article stuffed with keywords and awful spelling and grammar mistakes… well, you don’t want that. Oh, and search engines think it’s spammy too…

A word about copyright

We’re not copyright lawyers, so we can’t give you the ins and outs on all the technicalities. What we can tell you (and you already know this) is that it’s not okay to steal someone else’s work. You wouldn’t want them to do it to you. This includes images. So whenever you can, make your own images or find images that you can either purchase the rights to (stock imagery) or license under Creative Commons.

It’s usually okay to quote short portions of text, as long as you attribute the original source (and a link is nice). In general, titles and ideas can’t be copyrighted (though they might be trademarked or patented). When in doubt, asking for permission is smart.

That said, part of the fun of the Internet is the remixing culture which includes using things like memes and gifs. Just know that if you go that route, there is a certain amount of risk involved.

Editing

Your content needs to go through at least one editing cycle by someone other than the original author. There are two types of editing, developmental (which looks at the underlying structure of a piece that happens earlier in the writing cycle) and copy editing (which makes sure all the words are there and spelled right in the final draft).

If you have a very small team or are in a rush (and are working with writers that have some skill), you can often skip the developmental editing phase. But know that an investment in that close read of an early draft is often beneficial to the piece and to the writer’s overall growth.

Many content teams peer-edit work, which can be great. Other organizations prefer to run their work by a dedicated editor. There’s no wrong answer, as long as the work gets edited.

Ensuring proper basic SEO

The good news is that search engines are doing their best to get closer and closer to understanding and processing natural language. So good writing (including the natural use of synonyms rather than repeating those keywords over and over and…) will take you a long way towards SEO mastery.

For that reason (and because it’s easy to get trapped in keyword thinking and veer into keyword stuffing), it’s often nice to think of your SEO check as a further edit of the post rather than something you should think about as you’re writing.

But there are still a few things you can do to help cover those SEO bets. Once you have that draft, do a pass for SEO to make sure you’ve covered the following:

  • Use your keyword in your title
  • Use your keyword (or long-tail keyword phrase) in an H2
  • Make sure the keyword appears at least once (though not more than four times, especially if it’s a phrase) in the body of the post
  • Use image alt text (including the keyword when appropriate)

Finding time to write when you don’t have any

Writing (assuming you’re the one doing the writing) can require a lot of energy—especially if you want to do it well. The best way to find time to write is to break each project down into little tasks. For example, writing a blog post actually breaks down into these steps (though not always in this order):

  • Research
  • Outline
  • Fill in outline
  • Rewrite and finish post
  • Write headline
  • SEO check
  • Final edit
  • Select hero image (optional)

So if you only have random chunks of time, set aside 15-30 minutes one day (when your research is complete) to write a really great outline. Then find an hour the next to fill that outline in. After an additional hour the following day, (unless you’re dealing with a research-heavy post) you should have a solid draft by the end of day three.

The magic of working this way is that you engage your brain and then give it time to work in the background while you accomplish other tasks. Hemingway used to stop mid-sentence at the end of his writing days for the same reason.

Once you have that draft nailed, the rest of the steps are relatively easy (even the headline, which often takes longer to write than any other sentence, is easier after you’ve immersed yourself in the post over a few days).

Working with design/development

Every designer and developer is a little different, so we can’t give you any blanket cure-alls for inter-departmental workarounds (aka “smashing silos”). But here are some suggestions to help you convey your vision while capitalizing on the expertise of your coworkers to make your content truly excellent.

Ask for feedback

From the initial brainstorm to general questions about how to work together, asking your team members what they think and prefer can go a long way. Communicate all the details you have (especially the unspoken expectations) and then listen.

If your designer tells you up front that your color scheme is years out of date, you’re saving time. And if your developer tells you that the interactive version of that timeline will require four times the resources, you have the info you need to fight for more budget (or reassess the project).

Check in

Things change in the design and development process. If you have interim check-ins already set up with everyone who’s working on the project, you’ll avoid the potential for nasty surprises at the end. Like finding out that no one has experience working with that hot new coding language you just read about and they’re trying to do a workaround that isn’t working.

Proofread

Your job isn’t done when you hand over the copy to your designer or developer. Not only might they need help rewriting some of your text so that it fits in certain areas, they will also need you to proofread the final version. Accidents happen in the copy-and-paste process and there’s nothing sadder than a really beautiful (and expensive) piece of content that wraps up with a typo:

Know when to fight for an idea

Conflict isn’t fun, but sometimes it’s necessary. The more people involved in your content, the more watered down the original idea can get and the more roadblocks and conflicting ideas you’ll run into. Some of that is very useful. But sometimes you’ll get pulled off track. Always remember who owns the final product (this may not be you) and be ready to stand up for the idea if it’s starting to get off track.

We’re confident this list will set you on the right path to creating some really awesome content, but is there more you’d like to know? Ask us your questions in the comments.

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

Reblogged 4 years ago from tracking.feedpress.it

The Nifty Guide to Local Content Strategy and Marketing

Posted by NiftyMarketing

This is my Grandma.

She helped raised me and I love her dearly. That chunky baby with the Gerber cheeks is
me. The scarlet letter “A” means nothing… I hope.

This is a rolled up newspaper. 

rolled up newspaper

When I was growing up, I was the king of mischief and had a hard time following parental guidelines. To ensure the lessons she wanted me to learn “sunk in” my grandma would give me a soft whack with a rolled up newspaper and would say,

“Mike, you like to learn the hard way.”

She was right. I have
spent my life and career learning things the hard way.

Local content has been no different. I started out my career creating duplicate local doorway pages using “find and replace” with city names. After getting whacked by the figurative newspaper a few times, I decided there had to be a better way. To save others from the struggles I experienced, I hope that the hard lessons I have learned about local content strategy and marketing help to save you fearing a rolled newspaper the same way I do.

Lesson one: Local content doesn’t just mean the written word

local content ecosystem

Content is everything around you. It all tells a story. If you don’t have a plan for how that story is being told, then you might not like how it turns out. In the local world, even your brick and mortar building is a piece of content. It speaks about your brand, your values, your appreciation of customers and employees, and can be used to attract organic visitors if it is positioned well and provides a good user experience. If you just try to make the front of a building look good, but don’t back up the inside inch by inch with the same quality, people will literally say, “Hey man, this place sucks… let’s bounce.”

I had this experience proved to me recently while conducting an interview at
Nifty for our law division. Our office is a beautifully designed brick, mustache, animal on the wall, leg lamp in the center of the room, piece of work you would expect for a creative company.

nifty offices idaho

Anywho, for our little town of Burley, Idaho it is a unique space, and helps to set apart our business in our community. But, the conference room has a fluorescent ballast light system that can buzz so loudly that you literally can’t carry on a proper conversation at times, and in the recent interviews I literally had to conduct them in the dark because it was so bad.

I’m cheap and slow to spend money, so I haven’t got it fixed yet. The problem is I have two more interviews this week and I am so embarrassed by the experience in that room, I am thinking of holding them offsite to ensure that we don’t product a bad content experience. What I need to do is just fix the light but I will end up spending weeks going back and forth with the landlord on whose responsibility it is.

Meanwhile, the content experience suffers. Like I said, I like to learn the hard way.

Start thinking about everything in the frame of content and you will find that you make better decisions and less costly mistakes.

Lesson two: Scalable does not mean fast and easy growth

In every sales conversation I have had about local content, the question of scalability comes up. Usually, people want two things:

  1. Extremely Fast Production 
  2. Extremely Low Cost

While these two things would be great for every project, I have come to find that there are rare cases where quality can be achieved if you are optimizing for fast production and low cost. A better way to look at scale is as follows:

The rate of growth in revenue/traffic is greater than the cost of continued content creation.

A good local content strategy at scale will create a model that looks like this:

scaling content graph

Lesson three: You need a continuous local content strategy

This is where the difference between local content marketing and content strategy kicks in. Creating a single piece of content that does well is fairly easy to achieve. Building a true scalable machine that continually puts out great local content and consistently tells your story is not. This is a graph I created outlining the process behind creating and maintaining a local content strategy:

local content strategy

This process is not a one-time thing. It is not a box to be checked off. It is a structure that should become the foundation of your marketing program and will need to be revisited, re-tweaked, and replicated over and over again.

1. Identify your local audience

Most of you reading this will already have a service or product and hopefully local customers. Do you have personas developed for attracting and retaining more of them? Here are some helpful tools available to give you an idea of how many people fit your personas in any given market.

Facebook Insights

Pretend for a minute that you live in the unique market of Utah and have a custom wedding dress line. You focus on selling modest wedding dresses. It is a definite niche product, but one that shows the idea of personas very well.

You have interviewed your customer base and found a few interests that your customer base share. Taking that information and putting it into Facebook insights will give you a plethora of data to help you build out your understanding of a local persona.

facebook insights data

We are able to see from the interests of our customers there are roughly 6k-7k current engaged woman in Utah who have similar interests to our customer base.

The location tab gives us a break down of the specific cities and, understandably, Salt Lake City has the highest percentage with Provo (home of BYU) in second place. You can also see pages this group would like, activity levels on Facebook, and household income with spending habits. If you wanted to find more potential locations for future growth you can open up the search to a region or country.

localized facebook insights data

From this data it’s apparent that Arizona would be a great expansion opportunity after Utah.

Neilson Prizm

Neilson offers a free and extremely useful tool for local persona research called Zip Code Lookup that allows you to identify pre-determined personas in a given market.

Here is a look at my hometown and the personas they have developed are dead on.

Neilson Prizm data

Each persona can be expanded to learn more about the traits, income level, and areas across the country with other high concentrations of the same persona group.

You can also use the segment explorer to get a better idea of pre-determined persona lists and can work backwards to determine the locations with the highest density of a given persona.

Google Keyword Planner Tool

The keyword tool is fantastic for local research. Using our same Facebook Insight data above we can match keyword search volume against the audience size to determine how active our persona is in product research and purchasing. In the case of engaged woman looking for dresses, it is a very active group with a potential of 20-30% actively searching online for a dress.

google keyword planner tool

2. Create goals and rules

I think the most important idea for creating the goals and rules around your local content is the following from the must read book Content Strategy for the Web.

You also need to ensure that everyone who will be working on things even remotely related to content has access to style and brand guides and, ultimately, understands the core purpose for what, why, and how everything is happening.

3. Audit and analyze your current local content

The point of this step is to determine how the current content you have stacks up against the goals and rules you established, and determine the value of current pages on your site. With tools like Siteliner (for finding duplicate content) and ScreamingFrog (identifying page titles, word count, error codes and many other things) you can grab a lot of information very fast. Beyond that, there are a few tools that deserve a more in-depth look.

BuzzSumo

With BuzzSumo you can see social data and incoming links behind important pages on your site. This can you a good idea which locations or areas are getting more promotion than others and identify what some of the causes could be.

Buzzsumo also can give you access to competitors’ information where you might find some new ideas. In the following example you can see that one of Airbnb.com’s most shared pages was a motiongraphic of its impact on Berlin.

Buzzsumo

urlProfiler

This is another great tool for scraping urls for large sites that can return about every type of measurement you could want. For sites with 1000s of pages, this tool could save hours of data gathering and can spit out a lovely formatted CSV document that will allow you to sort by things like word count, page authority, link numbers, social shares, or about anything else you could imagine.

url profiler

4. Develop local content marketing tactics

This is how most of you look when marketing tactics are brought up.

monkey

Let me remind you of something with a picture. 

rolled up newspaper

Do not start with tactics. Do the other things first. It will ensure your marketing tactics fall in line with a much bigger organizational movement and process. With the warning out of the way, here are a few tactics that could work for you.

Local landing page content

Our initial concept of local landing pages has stood the test of time. If you are scared to even think about local pages with the upcoming doorway page update then please read this analysis and don’t be too afraid. Here are local landing pages that are done right.

Marriott local content

Marriot’s Burley local page is great. They didn’t think about just ensuring they had 500 unique words. They have custom local imagery of the exterior/interior, detailed information about the area’s activities, and even their own review platform that showcases both positive and negative reviews with responses from local management.

If you can’t build your own platform handling reviews like that, might I recommend looking at Get Five Stars as a platform that could help you integrate reviews as part of your continuous content strategy.

Airbnb Neighborhood Guides

I not so secretly have a big crush on Airbnb’s approach to local. These neighborhood guides started it. They only have roughly 21 guides thus far and handle one at a time with Seoul being the most recent addition. The idea is simple, they looked at extremely hot markets for them and built out guides not just for the city, but down to a specific neighborhood.

air bnb neighborhood guides

Here is a look at Hell’s Kitchen in New York by imagery. They hire a local photographer to shoot the area, then they take some of their current popular listing data and reviews and integrate them into the page. This idea would have never flown if they only cared about creating content that could be fast and easy for every market they serve.

Reverse infographicing

Every decently sized city has had a plethora of infographics made about them. People spent the time curating information and coming up with the concept, but a majority just made the image and didn’t think about the crawlability or page title from an SEO standpoint.

Here is an example of an image search for Portland infographics.

image search results portland infographics

Take an infographic and repurpose it into crawlable content with a new twist or timely additions. Usually infographics share their data sources in the footer so you can easily find similar, new, or more information and create some seriously compelling data based content. You can even link to or share the infographic as part of it if you would like.

Become an Upworthy of local content

No one I know does this better than Movoto. Read the link for their own spin on how they did it and then look at these examples and share numbers from their local content.

60k shares in Boise by appealing to that hometown knowledge.

movoto boise content

65k shares in Salt Lake following the same formula.

movoto salt lake city content

It seems to work with video as well.

movoto video results

Think like a local directory

Directories understand where content should be housed. Not every local piece should be on the blog. Look at where Trip Advisor’s famous “Things to Do” page is listed. Right on the main city page.

trip advisor things to do in salt lake city

Or look at how many timely, fresh, quality pieces of content Yelp is showcasing from their main city page.

yelp main city page

The key point to understand is that local content isn’t just about being unique on a landing page. It is about BEING local and useful.

Ideas of things that are local:

  • Sports teams
  • Local celebrities or heroes 
  • Groups and events
  • Local pride points
  • Local pain points

Ideas of things that are useful:

  • Directions
  • Favorite local sports
  • Granular details only “locals” know

The other point to realize is that in looking at our definition of scale you don’t need to take shortcuts that un-localize the experience for users. Figure and test a location at a time until you have a winning formula and then move forward at a speed that ensures a quality local experience.

5. Create a content calendar

I am not going to get into telling you exactly how or what your content calendar needs to include. That will largely be based on the size and organization of your team and every situation might call for a unique approach. What I will do is explain how we do things at Nifty.

  1. We follow the steps above.
  2. We schedule the big projects and timelines first. These could be months out or weeks out. 
  3. We determine the weekly deliverables, checkpoints, and publish times.
  4. We put all of the information as tasks assigned to individuals or teams in Asana.

asana content calendar

The information then can be viewed by individual, team, groups of team, due dates, or any other way you would wish to sort. Repeatable tasks can be scheduled and we can run our entire operation visible to as many people as need access to the information through desktop or mobile devices. That is what works for us.

6. Launch and promote content

My personal favorite way to promote local content (other than the obvious ideas of sharing with your current followers or outreaching to local influencers) is to use Facebook ads to target the specific local personas you are trying to reach. Here is an example:

I just wrapped up playing Harold Hill in our communities production of The Music Man. When you live in a small town like Burley, Idaho you get the opportunity to play a lead role without having too much talent or a glee-based upbringing. You also get the opportunity to do all of the advertising, set design, and costuming yourself and sometime even get to pay for it.

For my advertising responsibilities, I decided to write a few blog posts and drive traffic to them. As any good Harold Hill would do, I used fear tactics.

music man blog post

I then created Facebook ads that had the following stats: Costs of $.06 per click, 12.7% click through rate, and naturally organic sharing that led to thousands of visits in a small Idaho farming community where people still think a phone book is the only way to find local businesses.

facebook ads setup

Then we did it again.

There was a protestor in Burley for over a year that parked a red pickup with signs saying things like, “I wud not trust Da Mayor” or “Don’t Bank wid Zions”. Basically, you weren’t working hard enough if you name didn’t get on the truck during the year.

Everyone knew that ol’ red pickup as it was parked on the corner of Main and Overland, which is one of the few stoplights in town. Then one day it was gone. We came up with the idea to bring the red truck back, put signs on it that said, “I wud Not Trust Pool Tables” and “Resist Sins n’ Corruption” and other things that were part of The Music Man and wrote another blog complete with pictures.

facebook ads red truck

Then I created another Facebook Ad.

facebook ads set up

A little under $200 in ad spend resulted in thousands more visits to the site which promoted the play and sold tickets to a generation that might not have been very familiar with the show otherwise.

All of it was local targeting and there was no other way would could have driven that much traffic in a community like Burley without paying Facebook and trying to create click bait ads in hope the promotion led to an organic sharing.

7. Measure and report

This is another very personal step where everyone will have different needs. At Nifty we put together very custom weekly or monthly reports that cover all of the plan, execution, and relevant stats such as traffic to specific content or location, share data, revenue or lead data if available, analysis of what worked and what didn’t, and the plan for the following period.

There is no exact data that needs to be shared. Everyone will want something slightly different, which is why we moved away from automated reporting years ago (when we moved away from auto link building… hehe) and built our report around our clients even if it took added time.

I always said that the product of a SEO or content shop is the report. That is what people buy because it is likely that is all they will see or understand.

8. In conclusion, you must refine and repeat the process

local content strategy - refine and repeat

From my point of view, this is by far the most important step and sums everything up nicely. This process model isn’t perfect. There will be things that are missed, things that need tweaked, and ways that you will be able to improve on your local content strategy and marketing all the time. The idea of the cycle is that it is never done. It never sleeps. It never quits. It never surrenders. You just keep perfecting the process until you reach the point that few locally-focused companies ever achieve… where your local content reaches and grows your target audience every time you click the publish button.

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Reblogged 4 years ago from tracking.feedpress.it

How to create a Google Map

Learn how to create a Google map the proper way with this short video. Have a look at our Google Map service http://www.pirlmedia.com/google-maps-seo.

Reblogged 4 years ago from www.youtube.com

Pittsburgh SEO Group – The Importance of Site Hierarchy in SEO Site Design

http://eyeflow.com – Chris Hornak discusses the importance of proper site hierarchy when designing a site to be search engine friendly. Its important to keep a site as flat as possible which…

Reblogged 4 years ago from www.youtube.com