Moz Local Officially Launches in the UK

Posted by David-Mihm

To all Moz Local fans in the UK, I’m excited to announce that your wait is over. As the sun rises “across the pond” this morning, Moz Local is officially live in the United Kingdom!

A bit of background

As many of you know, we released the US version of Moz Local in March 2014. After 12 months of terrific growth in the US, and a boatload of technical improvements and feature releases–especially for Enterprise customers–we released the Check Listing feature for a limited set of partner search engines and directories in the UK in April of this year.

Over 20,000 of you have checked your listings (or your clients’ listings) in the last 3-1/2 months. Those lookups have helped us refine and improve the background technology immensely (more on that below). We’ve been just as eager to release the fully-featured product as you’ve been to use it, and the technical pieces have finally fallen into place for us to do so.

How does it work?

The concept is the same as the US version of Moz Local: show you how accurately and completely your business is listed on the most important local search platforms and directories, and optimize and perfect as many of those business listings as we can on your behalf.

For customers specifically looking for you, accurate business listings are obviously important. For customers who might not know about you yet, they’re also among the most important factors for ranking in local searches on Google. Basically, the more times Google sees your name, address, phone, and website listed the same way on quality local websites, the more trust they have in your business, and the higher you’re likely to rank.

Moz Local is designed to help on both these fronts.

To use the product, you simply need to type a name and postcode at moz.com/local. We’ll then show you a list of the closest matching listings we found. We prioritize verified listing information that we find on Google or Facebook, and selecting one of those verified listings means we’ll be able to distribute it on your behalf.

Clicking on a result brings you to a full details report for that listing. We’ll show you how accurate and complete your listings are now, and where they could be after using our product.

Clicking the tabs beneath the Listing Score graphic will show you some of the incompletions and inconsistencies that publishing your listing with Moz Local will address.

For customers with hundreds or thousands of locations, bulk upload is also available using a modified version of your data from Google My Business–feel free to e-mail enterpriselocal@moz.com for more details.

Where do we distribute your data?

We’ve prioritized the most important commercial sites in the UK local search ecosystem, and made them the centerpieces of Moz Local. We’ll update your data directly on globally-important players Factual and Foursquare, and the UK-specific players CentralIndex, Thomson Local, and the Scoot network–which includes key directories like TouchLocal, The Independent, The Sun, The Mirror, The Daily Scotsman, and Wales Online.

We’ll be adding two more major destinations shortly, and for those of you who sign up before that time, your listings will be automatically distributed to the additional destinations when the integrations are complete.

How much does it cost?

The cost per listing is £84/year, which includes distribution to the sites mentioned above with unlimited updates throughout the year, monitoring of your progress over time, geographically- focused reporting, and the ability to find and close duplicate listings right from your Moz Local dashboard–all the great upgrades that my colleague Noam Chitayat blogged about here.

What’s next?

Well, as I mentioned just a couple paragraphs ago, we’ve got two additional destinations to which we’ll be sending your data in very short order. Once those integrations are complete, we’ll be just a few weeks away from releasing our biggest set of features since we launched. I look forward to sharing more about these features at BrightonSEO at the end of the summer!

For those of you around the world in Canada, Australia, and other countries, we know there’s plenty of demand for Moz Local overseas, and we’re working as quickly as we can to build additional relationships abroad. And to our friends in the UK, please let us know how we can continue to make the product even better!

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 2 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 2 years ago from tracking.feedpress.it

10 Reasons you might lose Trust Flow or Citation Flow

It is entirely possible that sites and or pages or the web can suddenly seem to lose Trust Flow and/or Citation Flow. If you do not yet understand these metrics, then you might first like to watch this short video on Understanding Flow Metrics. [If you are looking at this near the date of publishing,…

The post 10 Reasons you might lose Trust Flow or Citation Flow appeared first on Majestic Blog.

Reblogged 2 years ago from blog.majestic.com

10 Reasons you might lose Trust Flow or Citation Flow

It is entirely possible that sites and or pages or the web can suddenly seem to lose Trust Flow and/or Citation Flow. If you do not yet understand these metrics, then you might first like to watch this short video on Understanding Flow Metrics. [If you are looking at this near the date of publishing,…

The post 10 Reasons you might lose Trust Flow or Citation Flow appeared first on Majestic Blog.

Reblogged 2 years ago from blog.majestic.com

Simple Steps for Conducting Creative Content Research

Posted by Hannah_Smith

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

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

What is creative content research?

Creative content research enables you to answer the questions:

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

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

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

Whoa there… Why do I need to do this?

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

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

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

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

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

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

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

Where to start

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

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

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

Processes, useful tools and sites

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

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

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

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

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

What does your target audience share?

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

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

Finding successful pieces of content on specific sites

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

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

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

Finding successful pieces of content by topic

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

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

Further inspiration

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

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

Moving from data to insight

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

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

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

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

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

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

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

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

Avoiding the pitfalls

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

Make sure you’re identifying outliers…

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

Don’t get distracted by formats…

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

You probably shouldn’t create a listicle…

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

How we use the research to inform our ideation process

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

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

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


Thanks for sticking with me to the end!

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

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

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Reblogged 3 years ago from tracking.feedpress.it

How Much Has Link Building Changed in Recent Years?

Posted by Paddy_Moogan

I get asked this question a lot. It’s mainly asked by people who are considering buying my link building book and want to know whether it’s still up to date. This is understandable given that the first edition was published in February 2013 and our industry has a deserved reputation for always changing.

I find myself giving the same answer, even though I’ve been asked it probably dozens of times in the last two years—”not that much”. I don’t think this is solely due to the book itself standing the test of time, although I’ll happily take a bit of credit for that 🙂 I think it’s more a sign of our industry as a whole not changing as much as we’d like to think.

I started to question myself and if I was right and honestly, it’s one of the reasons it has taken me over two years to release the second edition of the book.

So I posed this question to a group of friends not so long ago, some via email and some via a Facebook group. I was expecting to be called out by many of them because my position was that in reality, it hasn’t actually changed that much. The thing is, many of them agreed and the conversations ended with a pretty long thread with lots of insights. In this post, I’d like to share some of them, share what my position is and talk about what actually has changed.

My personal view

Link building hasn’t changed as much we think it has.

The core principles of link building haven’t changed. The signals around link building have changed, but mainly around new machine learning developments that have indirectly affected what we do. One thing that has definitely changed is the mindset of SEOs (and now clients) towards link building.

I think the last big change to link building came in April 2012 when Penguin rolled out. This genuinely did change our industry and put to bed a few techniques that should never have worked so well in the first place.

Since then, we’ve seen some things change, but the core principles haven’t changed if you want to build a business that will be around for years to come and not run the risk of being hit by a link related Google update. For me, these principles are quite simple:

  • You need to deserve links – either an asset you create or your product
  • You need to put this asset in front of a relevant audience who have the ability to share it
  • You need consistency – one new asset every year is unlikely to cut it
  • Anything that scales is at risk

For me, the move towards user data driving search results + machine learning has been the biggest change we’ve seen in recent years and it’s still going.

Let’s dive a bit deeper into all of this and I’ll talk about how this relates to link building.

The typical mindset for building links has changed

I think that most SEOs are coming round to the idea that you can’t get away with building low quality links any more, not if you want to build a sustainable, long-term business. Spammy link building still works in the short-term and I think it always will, but it’s much harder than it used to be to sustain websites that are built on spam. The approach is more “churn and burn” and spammers are happy to churn through lots of domains and just make a small profit on each one before moving onto another.

For everyone else, it’s all about the long-term and not putting client websites at risk.

This has led to many SEOs embracing different forms of link building and generally starting to use content as an asset when it comes to attracting links. A big part of me feels that it was actually Penguin in 2012 that drove the rise of content marketing amongst SEOs, but that’s a post for another day…! For today though, this goes some way towards explain the trend we see below.

Slowly but surely, I’m seeing clients come to my company already knowing that low quality link building isn’t what they want. It’s taken a few years after Penguin for it to filter down to client / business owner level, but it’s definitely happening. This is a good thing but unfortunately, the main reason for this is that most of them have been burnt in the past by SEO companies who have built low quality links without giving thought to building good quality ones too.

I have no doubt that it’s this change in mindset which has led to trends like this:

The thing is, I don’t think this was by choice.

Let’s be honest. A lot of us used the kind of link building tactics that Google no longer like because they worked. I don’t think many SEOs were under the illusion that it was genuinely high quality stuff, but it worked and it was far less risky to do than it is today. Unless you were super-spammy, the low-quality links just worked.

Fast forward to a post-Penguin world, things are far more risky. For me, it’s because of this that we see the trends like the above. As an industry, we had the easiest link building methods taken away from us and we’re left with fewer options. One of the main options is content marketing which, if you do it right, can lead to good quality links and importantly, the types of links you won’t be removing in the future. Get it wrong and you’ll lose budget and lose the trust if your boss or client in the power of content when it comes to link building.

There are still plenty of other methods to build links and sometimes we can forget this. Just look at this epic list from Jon Cooper. Even with this many tactics still available to us, it’s hard work. Way harder than it used to be.

My summary here is that as an industry, our mindset has shifted but it certainly wasn’t a voluntary shift. If the tactics that Penguin targeted still worked today, we’d still be using them.

A few other opinions…

I definitely think too many people want the next easy win. As someone surfing the edge of what Google is bringing our way, here’s my general take—SEO, in broad strokes, is changing a lot, *but* any given change is more and more niche and impacts fewer people. What we’re seeing isn’t radical, sweeping changes that impact everyone, but a sort of modularization of SEO, where we each have to be aware of what impacts our given industries, verticals, etc.”

Dr. Pete

 

I don’t feel that techniques for acquiring links have changed that much. You can either earn them through content and outreach or you can just buy them. What has changed is the awareness of “link building” outside of the SEO community. This makes link building / content marketing much harder when pitching to journalists and even more difficult when pitching to bloggers.

“Link building has to be more integrated with other channels and struggles to work in its own environment unless supported by brand, PR and social. Having other channels supporting your link development efforts also creates greater search signals and more opportunity to reach a bigger audience which will drive a greater ROI.

Carl Hendy

 

SEO has grown up in terms of more mature staff and SEOs becoming more ingrained into businesses so there is a smarter (less pressure) approach. At the same time, SEO has become more integrated into marketing and has made marketing teams and decision makers more intelligent in strategies and not pushing for the quick win. I’m also seeing that companies who used to rely on SEO and building links have gone through IPOs and the need to build 1000s of links per quarter has rightly reduced.

Danny Denhard

Signals that surround link building have changed

There is no question about this one in my mind. I actually wrote about this last year in my previous blog post where I talked about signals such as anchor text and deep links changing over time.

Many of the people I asked felt the same, here are some quotes from them, split out by the types of signal.

Domain level link metrics

I think domain level links have become increasingly important compared with page level factors, i.e. you can get a whole site ranking well off the back of one insanely strong page, even with sub-optimal PageRank flow from that page to the rest of the site.

Phil Nottingham

I’d agree with Phil here and this is what I was getting at in my previous post on how I feel “deep links” will matter less over time. It’s not just about domain level links here, it’s just as much about the additional signals available for Google to use (more on that later).

Anchor text

I’ve never liked anchor text as a link signal. I mean, who actually uses exact match commercial keywords as anchor text on the web?

SEOs. 🙂

Sure there will be natural links like this, but honestly, I struggle with the idea that it took Google so long to start turning down the dial on commercial anchor text as a ranking signal. They are starting to turn it down though, slowly but surely. Don’t get me wrong, it still matters and it still works. But like pure link spam, the barrier is a lot more lower now in terms what of constitutes too much.

Rand feels that they matter more than we’d expect and I’d mostly agree with this statement:

Exact match anchor text links still have more power than you’d expect—I think Google still hasn’t perfectly sorted what is “brand” or “branded query” from generics (i.e. they want to start ranking a new startup like meldhome.com for “Meld” if the site/brand gets popular, but they can’t quite tell the difference between that and https://moz.com/learn/seo/redirection getting a few manipulative links that say “redirect”)

Rand Fishkin

What I do struggle with though, is that Google still haven’t figured this out and that short-term, commercial anchor text spam is still so effective. Even for a short burst of time.

I don’t think link building as a concept has changed loads—but I think links as a signal have, mainly because of filters and penalties but I don’t see anywhere near the same level of impact from coverage anymore, even against 18 months ago.

Paul Rogers

New signals have been introduced

It isn’t just about established signals changing though, there are new signals too and I personally feel that this is where we’ve seen the most change in Google algorithms in recent years—going all the way back to Panda in 2011.

With Panda, we saw a new level of machine learning where it almost felt like Google had found a way of incorporating human reaction / feelings into their algorithms. They could then run this against a website and answer questions like the ones included in this post. Things such as:

  • “Would you be comfortable giving your credit card information to this site?”
  • “Does this article contain insightful analysis or interesting information that is beyond obvious?”
  • “Are the pages produced with great care and attention to detail vs. less attention to detail?”

It is a touch scary that Google was able to run machine learning against answers to questions like this and write an algorithm to predict the answers for any given page on the web. They have though and this was four years ago now.

Since then, they’ve made various moves to utilize machine learning and AI to build out new products and improve their search results. For me, this was one of the biggest and went pretty unnoticed by our industry. Well, until Hummingbird came along I feel pretty sure that we have Ray Kurzweil to thank for at least some of that.

There seems to be more weight on theme/topic related to sites, though it’s hard to tell if this is mostly link based or more user/usage data based. Google is doing a good job of ranking sites and pages that don’t earn the most links but do provide the most relevant/best answer. I have a feeling they use some combination of signals to say “people who perform searches like this seem to eventually wind up on this website—let’s rank it.” One of my favorite examples is the Audubon Society ranking for all sorts of birding-related searches with very poor keyword targeting, not great links, etc. I think user behavior patterns are stronger in the algo than they’ve ever been.

– Rand Fishkin

Leading on from what Rand has said, it’s becoming more and more common to see search results that just don’t make sense if you look at the link metrics—but are a good result.

For me, the move towards user data driving search results + machine learning advanced has been the biggest change we’ve seen in recent years and it’s still going.

Edit: since drafting this post, Tom Anthony released this excellent blog post on his views on the future of search and the shift to data-driven results. I’d recommend reading that as it approaches this whole area from a different perspective and I feel that an off-shoot of what Tom is talking about is the impact on link building.

You may be asking at this point, what does machine learning have to do with link building?

Everything. Because as strong as links are as a ranking signal, Google want more signals and user signals are far, far harder to manipulate than established link signals. Yes it can be done—I’ve seen it happen. There have even been a few public tests done. But it’s very hard to scale and I’d venture a guess that only the top 1% of spammers are capable of doing it, let alone maintaining it for a long period of time. When I think about the process for manipulation here, I actually think we go a step beyond spammers towards hackers and more cut and dry illegal activity.

For link building, this means that traditional methods of manipulating signals are going to become less and less effective as these user signals become stronger. For us as link builders, it means we can’t keep searching for that silver bullet or the next method of scaling link building just for an easy win. The fact is that scalable link building is always going to be at risk from penalization from Google—I don’t really want to live a life where I’m always worried about my clients being hit by the next update. Even if Google doesn’t catch up with a certain method, machine learning and user data mean that these methods may naturally become less effective and cost efficient over time.

There are of course other things such as social signals that have come into play. I certainly don’t feel like these are a strong ranking factor yet, but with deals like this one between Google and Twitter being signed, I wouldn’t be surprised if that ever-growing dataset is used at some point in organic results. The one advantage that Twitter has over Google is it’s breaking news freshness. Twitter is still way quicker at breaking news than Google is—140 characters in a tweet is far quicker than Google News! Google know this which is why I feel they’ve pulled this partnership back into existence after a couple of years apart.

There is another important point to remember here and it’s nicely summarised by Dr. Pete:

At the same time, as new signals are introduced, these are layers not replacements. People hear social signals or user signals or authorship and want it to be the link-killer, because they already fucked up link-building, but these are just layers on top of on-page and links and all of the other layers. As each layer is added, it can verify the layers that came before it and what you need isn’t the magic signal but a combination of signals that generally matches what Google expects to see from real, strong entities. So, links still matter, but they matter in concert with other things, which basically means it’s getting more complicated and, frankly, a bit harder. Of course, on one wants to hear that.”

– Dr. Pete

The core principles have not changed

This is the crux of everything for me. With all the changes listed above, the key is that the core principles around link building haven’t changed. I could even argue that Penguin didn’t change the core principles because the techniques that Penguin targeted should never have worked in the first place. I won’t argue this too much though because even Google advised website owners to build directory links at one time.

You need an asset

You need to give someone a reason to link to you. Many won’t do it out of the goodness of their heart! One of the most effective ways to do this is to develop a content asset and use this as your reason to make people care. Once you’ve made someone care, they’re more likely to share the content or link to it from somewhere.

You need to promote that asset to the right audience

I really dislike the stance that some marketers take when it comes to content promotion—build great content and links will come.

No. Sorry but for the vast majority of us, that’s simply not true. The exceptions are people that sky dive from space or have huge existing audiences to leverage.

You simply have to spend time promoting your content or your asset for it to get shares and links. It is hard work and sometimes you can spend a long time on it and get little return, but it’s important to keep working at until you’re at a point where you have two things:

  • A big enough audience where you can almost guarantee at least some traffic to your new content along with some shares
  • Enough strong relationships with relevant websites who you can speak to when new content is published and stand a good chance of them linking to it

Getting to this point is hard—but that’s kind of the point. There are various hacks you can use along the way but it will take time to get right.

You need consistency

Leading on from the previous point. It takes time and hard work to get links to your content—the types of links that stand the test of time and you’re not going to be removing in 12 months time anyway! This means that you need to keep pushing content out and getting better each and every time. This isn’t to say you should just churn content out for the sake of it, far from it. I am saying that with each piece of content you create, you will learn to do at least one thing better the next time. Try to give yourself the leverage to do this.

Anything scalable is at risk

Scalable link building is exactly what Google has been trying to crack down on for the last few years. Penguin was the biggest move and hit some of the most scalable tactics we had at our disposal. When you scale something, you often lose some level of quality, which is exactly what Google doesn’t want when it comes to links. If you’re still relying on tactics that could fall into the scalable category, I think you need to be very careful and just look at the trend in the types of links Google has been penalizing to understand why.

The part Google plays in this

To finish up, I want to briefly talk about the part that Google plays in all of this and shaping the future they want for the web.

I’ve always tried to steer clear of arguments involving the idea that Google is actively pushing FUD into the community. I’ve preferred to concentrate more on things I can actually influence and change with my clients rather than what Google is telling us all to do.

However, for the purposes of this post, I want to talk about it.

General paranoia has increased. My bet is there are some companies out there carrying out zero specific linkbuilding activity through worry.

Dan Barker

Dan’s point is a very fair one and just a day or two after reading this in an email, I came across a page related to a client’s target audience that said:

“We are not publishing guest posts on SITE NAME any more. All previous guest posts are now deleted. For more information, see www.mattcutts.com/blog/guest-blogging/“.

I’ve reworded this as to not reveal the name of the site, but you get the point.

This is silly. Honestly, so silly. They are a good site, publish good content, and had good editorial standards. Yet they have ignored all of their own policies, hard work, and objectives to follow a blog post from Matt. I’m 100% confident that it wasn’t sites like this one that Matt was talking about in this blog post.

This is, of course, from the publishers’ angle rather than the link builders’ angle, but it does go to show the effect that statements from Google can have. Google know this so it does make sense for them to push out messages that make their jobs easier and suit their own objectives—why wouldn’t they? In a similar way, what did they do when they were struggling to classify at scale which links are bad vs. good and they didn’t have a big enough web spam team? They got us to do it for them 🙂

I’m mostly joking here, but you see the point.

The most recent infamous mobilegeddon update, discussed here by Dr. Pete is another example of Google pushing out messages that ultimately scared a lot of people into action. Although to be fair, I think that despite the apparent small impact so far, the broad message from Google is a very serious one.

Because of this, I think we need to remember that Google does have their own agenda and many shareholders to keep happy. I’m not in the camp of believing everything that Google puts out is FUD, but I’m much more sensitive and questioning of the messages now than I’ve ever been.

What do you think? I’d love to hear your feedback and thoughts in the comments.

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Reblogged 3 years ago from tracking.feedpress.it