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.

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Reblogged 4 years ago from tracking.feedpress.it

Controlling Search Engine Crawlers for Better Indexation and Rankings – Whiteboard Friday

Posted by randfish

When should you disallow search engines in your robots.txt file, and when should you use meta robots tags in a page header? What about nofollowing links? In today’s Whiteboard Friday, Rand covers these tools and their appropriate use in four situations that SEOs commonly find themselves facing.

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

Video transcription

Howdy Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to talk about controlling search engine crawlers, blocking bots, sending bots where we want, restricting them from where we don’t want them to go. We’re going to talk a little bit about crawl budget and what you should and shouldn’t have indexed.

As a start, what I want to do is discuss the ways in which we can control robots. Those include the three primary ones: robots.txt, meta robots, and—well, the nofollow tag is a little bit less about controlling bots.

There are a few others that we’re going to discuss as well, including Webmaster Tools (Search Console) and URL status codes. But let’s dive into those first few first.

Robots.txt lives at yoursite.com/robots.txt, it tells crawlers what they should and shouldn’t access, it doesn’t always get respected by Google and Bing. So a lot of folks when you say, “hey, disallow this,” and then you suddenly see those URLs popping up and you’re wondering what’s going on, look—Google and Bing oftentimes think that they just know better. They think that maybe you’ve made a mistake, they think “hey, there’s a lot of links pointing to this content, there’s a lot of people who are visiting and caring about this content, maybe you didn’t intend for us to block it.” The more specific you get about an individual URL, the better they usually are about respecting it. The less specific, meaning the more you use wildcards or say “everything behind this entire big directory,” the worse they are about necessarily believing you.

Meta robots—a little different—that lives in the headers of individual pages, so you can only control a single page with a meta robots tag. That tells the engines whether or not they should keep a page in the index, and whether they should follow the links on that page, and it’s usually a lot more respected, because it’s at an individual-page level; Google and Bing tend to believe you about the meta robots tag.

And then the nofollow tag, that lives on an individual link on a page. It doesn’t tell engines where to crawl or not to crawl. All it’s saying is whether you editorially vouch for a page that is being linked to, and whether you want to pass the PageRank and link equity metrics to that page.

Interesting point about meta robots and robots.txt working together (or not working together so well)—many, many folks in the SEO world do this and then get frustrated.

What if, for example, we take a page like “blogtest.html” on our domain and we say “all user agents, you are not allowed to crawl blogtest.html. Okay—that’s a good way to keep that page away from being crawled, but just because something is not crawled doesn’t necessarily mean it won’t be in the search results.

So then we have our SEO folks go, “you know what, let’s make doubly sure that doesn’t show up in search results; we’ll put in the meta robots tag:”

<meta name="robots" content="noindex, follow">

So, “noindex, follow” tells the search engine crawler they can follow the links on the page, but they shouldn’t index this particular one.

Then, you go and run a search for “blog test” in this case, and everybody on the team’s like “What the heck!? WTF? Why am I seeing this page show up in search results?”

The answer is, you told the engines that they couldn’t crawl the page, so they didn’t. But they are still putting it in the results. They’re actually probably not going to include a meta description; they might have something like “we can’t include a meta description because of this site’s robots.txt file.” The reason it’s showing up is because they can’t see the noindex; all they see is the disallow.

So, if you want something truly removed, unable to be seen in search results, you can’t just disallow a crawler. You have to say meta “noindex” and you have to let them crawl it.

So this creates some complications. Robots.txt can be great if we’re trying to save crawl bandwidth, but it isn’t necessarily ideal for preventing a page from being shown in the search results. I would not recommend, by the way, that you do what we think Twitter recently tried to do, where they tried to canonicalize www and non-www by saying “Google, don’t crawl the www version of twitter.com.” What you should be doing is rel canonical-ing or using a 301.

Meta robots—that can allow crawling and link-following while disallowing indexation, which is great, but it requires crawl budget and you can still conserve indexing.

The nofollow tag, generally speaking, is not particularly useful for controlling bots or conserving indexation.

Webmaster Tools (now Google Search Console) has some special things that allow you to restrict access or remove a result from the search results. For example, if you have 404’d something or if you’ve told them not to crawl something but it’s still showing up in there, you can manually say “don’t do that.” There are a few other crawl protocol things that you can do.

And then URL status codes—these are a valid way to do things, but they’re going to obviously change what’s going on on your pages, too.

If you’re not having a lot of luck using a 404 to remove something, you can use a 410 to permanently remove something from the index. Just be aware that once you use a 410, it can take a long time if you want to get that page re-crawled or re-indexed, and you want to tell the search engines “it’s back!” 410 is permanent removal.

301—permanent redirect, we’ve talked about those here—and 302, temporary redirect.

Now let’s jump into a few specific use cases of “what kinds of content should and shouldn’t I allow engines to crawl and index” in this next version…

[Rand moves at superhuman speed to erase the board and draw part two of this Whiteboard Friday. Seriously, we showed Roger how fast it was, and even he was impressed.]

Four crawling/indexing problems to solve

So we’ve got these four big problems that I want to talk about as they relate to crawling and indexing.

1. Content that isn’t ready yet

The first one here is around, “If I have content of quality I’m still trying to improve—it’s not yet ready for primetime, it’s not ready for Google, maybe I have a bunch of products and I only have the descriptions from the manufacturer and I need people to be able to access them, so I’m rewriting the content and creating unique value on those pages… they’re just not ready yet—what should I do with those?”

My options around crawling and indexing? If I have a large quantity of those—maybe thousands, tens of thousands, hundreds of thousands—I would probably go the robots.txt route. I’d disallow those pages from being crawled, and then eventually as I get (folder by folder) those sets of URLs ready, I can then allow crawling and maybe even submit them to Google via an XML sitemap.

If I’m talking about a small quantity—a few dozen, a few hundred pages—well, I’d probably just use the meta robots noindex, and then I’d pull that noindex off of those pages as they are made ready for Google’s consumption. And then again, I would probably use the XML sitemap and start submitting those once they’re ready.

2. Dealing with duplicate or thin content

What about, “Should I noindex, nofollow, or potentially disallow crawling on largely duplicate URLs or thin content?” I’ve got an example. Let’s say I’m an ecommerce shop, I’m selling this nice Star Wars t-shirt which I think is kind of hilarious, so I’ve got starwarsshirt.html, and it links out to a larger version of an image, and that’s an individual HTML page. It links out to different colors, which change the URL of the page, so I have a gray, blue, and black version. Well, these four pages are really all part of this same one, so I wouldn’t recommend disallowing crawling on these, and I wouldn’t recommend noindexing them. What I would do there is a rel canonical.

Remember, rel canonical is one of those things that can be precluded by disallowing. So, if I were to disallow these from being crawled, Google couldn’t see the rel canonical back, so if someone linked to the blue version instead of the default version, now I potentially don’t get link credit for that. So what I really want to do is use the rel canonical, allow the indexing, and allow it to be crawled. If you really feel like it, you could also put a meta “noindex, follow” on these pages, but I don’t really think that’s necessary, and again that might interfere with the rel canonical.

3. Passing link equity without appearing in search results

Number three: “If I want to pass link equity (or at least crawling) through a set of pages without those pages actually appearing in search results—so maybe I have navigational stuff, ways that humans are going to navigate through my pages, but I don’t need those appearing in search results—what should I use then?”

What I would say here is, you can use the meta robots to say “don’t index the page, but do follow the links that are on that page.” That’s a pretty nice, handy use case for that.

Do NOT, however, disallow those in robots.txt—many, many folks make this mistake. What happens if you disallow crawling on those, Google can’t see the noindex. They don’t know that they can follow it. Granted, as we talked about before, sometimes Google doesn’t obey the robots.txt, but you can’t rely on that behavior. Trust that the disallow in robots.txt will prevent them from crawling. So I would say, the meta robots “noindex, follow” is the way to do this.

4. Search results-type pages

Finally, fourth, “What should I do with search results-type pages?” Google has said many times that they don’t like your search results from your own internal engine appearing in their search results, and so this can be a tricky use case.

Sometimes a search result page—a page that lists many types of results that might come from a database of types of content that you’ve got on your site—could actually be a very good result for a searcher who is looking for a wide variety of content, or who wants to see what you have on offer. Yelp does this: When you say, “I’m looking for restaurants in Seattle, WA,” they’ll give you what is essentially a list of search results, and Google does want those to appear because that page provides a great result. But you should be doing what Yelp does there, and make the most common or popular individual sets of those search results into category-style pages. A page that provides real, unique value, that’s not just a list of search results, that is more of a landing page than a search results page.

However, that being said, if you’ve got a long tail of these, or if you’d say “hey, our internal search engine, that’s really for internal visitors only—it’s not useful to have those pages show up in search results, and we don’t think we need to make the effort to make those into category landing pages.” Then you can use the disallow in robots.txt to prevent those.

Just be cautious here, because I have sometimes seen an over-swinging of the pendulum toward blocking all types of search results, and sometimes that can actually hurt your SEO and your traffic. Sometimes those pages can be really useful to people. So check your analytics, and make sure those aren’t valuable pages that should be served up and turned into landing pages. If you’re sure, then go ahead and disallow all your search results-style pages. You’ll see a lot of sites doing this in their robots.txt file.

That being said, I hope you have some great questions about crawling and indexing, controlling robots, blocking robots, allowing robots, and I’ll try and tackle those in the comments below.

We’ll look forward to seeing you again next week for another edition of Whiteboard Friday. Take care!

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

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

Posted by randfish

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

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

Video transcription

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

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

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

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

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

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

Key questions to start.

1) Who’s the target audience?

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

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

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

2) What else do they search for?

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

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

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

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

3) Where do they go?

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

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

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

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

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

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

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

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

5) Should brand advertisement be in our consideration set?

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

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

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

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

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

Video transcription by Speechpad.com

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Your Daily SEO Fix: Week 5

Posted by Trevor-Klein

We’ve arrived, folks! This is the last installment of our short (< 2-minute) video tutorials that help you all get the most out of Moz’s tools. If you haven’t been following along, these are each designed to solve a use case that we regularly hear about from Moz community members.

Here’s a quick recap of the previous round-ups in case you missed them:

  • Week 1: Reclaim links using Open Site Explorer, build links using Fresh Web Explorer, and find the best time to tweet using Followerwonk.
  • Week 2: Analyze SERPs using new MozBar features, boost your rankings through on-page optimization, check your anchor text using Open Site Explorer, do keyword research with OSE and the keyword difficulty tool, and discover keyword opportunities in Moz Analytics.
  • Week 3: Compare link metrics in Open Site Explorer, find tweet topics with Followerwonk, create custom reports in Moz Analytics, use Spam Score to identify high-risk links, and get link building opportunities delivered to your inbox.
  • Week 4: Use Fresh Web Explorer to build links, analyze rank progress for a given keyword, use the MozBar to analyze your competitors’ site markup, use the Top Pages report to find content ideas, and find on-site errors with Crawl Test.

We’ve got five new fixes for you in this edition:

  • How to Use the Full SERP Report
  • How to Find Fresh Links and Manage Your Brand Online Using Open Site Explorer
  • How to Build Your Link Profile with Link Intersect
  • How to Find Local Citations Using the MozBar
  • Bloopers: How to Screw Up While Filming a Daily SEO Fix

Hope you enjoy them!


Fix 1: How to Use the Full SERP Report

Moz’s Full SERP Report is a detailed report that shows the top ten ranking URLs for a specific keyword and presents the potential ranking signals in an easy-to-view format. In this Daily SEO Fix, Meredith breaks down the report so you can see all the sections and how each are used.

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Fix 2: How to Find Fresh Links and Manage Your Brand Online Using Open Site Explorer

The Just-Discovered Links report in Open Site Explorer helps you discover recently created links within an hour of them being published. In this fix, Nick shows you how to use the report to view who is linking to you, how they’re doing it, and what they are saying, so you can capitalize on link opportunities while they’re still fresh and join the conversation about your brand.


Fix 3: How to Build Your Link Profile with Link Intersect

The quantity and (more importantly) quality of backlinks to your website make up your link profile, one of the most important elements in SEO and an incredibly important factor in search engine rankings. In this Daily SEO Fix, Tori shows you how to use Moz’s Link Intersect tool to analyze the competitions’ backlinks. Plus, learn how to find opportunities to build links and strengthen your own link profile.


Fix 4: How to Find Local Citations Using the MozBar

Citations are mentions of your business and address on webpages other than your own such as an online yellow pages directory or a local business association page. They are a key component in search engine ranking algorithms so building consistent and accurate citations for your local business(s) is a key Local SEO tactic. In today’s Daily SEO Fix, Tori shows you how to use MozBar to find local citations around the web


Bloopers: How to Screw Up While Filming a Daily SEO Fix

We had a lot of fun filming this series, and there were plenty of laughs along the way. Like these ones. =)


Looking for more?

We’ve got more videos in the previous four weeks’ round-ups!

Your Daily SEO Fix: Week 1

Your Daily SEO Fix: Week 2

Your Daily SEO Fix: Week 3

Your Daily SEO Fix: Week 4


Don’t have a Pro subscription? No problem. Everything we cover in these Daily SEO Fix videos is available with a free 30-day trial.

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!

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Give It Up for Our MozCon 2015 Community Speakers

Posted by EricaMcGillivray

Super thrilled that we’re able to announce this year’s community speakers for MozCon, July 13-15th in Seattle!

Wow. Each year I feel that I say the pool keeps getting more and more talented, but it’s the truth! We had more quality pitches this year than in the past, and quantity-wise, there were 241, around 100 more entries than years previously. Let me tell you, many of the review committee members filled our email thread with amazement at this.

And even though we had an unprecedented six slots, the choices seemed even tougher!

241 pitches
Let that number sink in for a little while.

Because we get numerous questions about what makes a great pitch, I wanted to share both information about the speakers and their great pitches—with some details removed for spoilers. (We’re still working with each speaker to polish and finalize their topic.) I’ve also included my or Matt Roney‘s own notes on each one from when we read them without knowing who the authors were.

Please congratulate our MozCon 2015 community speakers!

Adrian Vender

Adrian is the Director of Analytics at IMI and a general enthusiast of coding and digital marketing. He’s also a life-long drummer and lover of music. Follow him at @adrianvender.

Adrian’s pitch:

Content Tracking with Google Tag Manager

While marketers have matured in the use of web analytics tools, our ability to measure how users interact with our sites’ content needs improvement. Users are interacting with dynamic content that just aren’t captured in a pageview. While there are JavaScript tricks to help track these details, working with IT to place new code is usually the major hurdle that stops us.

Finally, Google Tag Manager is that bridge to advanced content analysis. GTM may appear technical, but it can easily be used by any digital marketer to track almost any action on a site. My goal is to make ALL attendees users of GTM.

My talk will cover the following GTM concepts:

[Adrian lists 8 highly-actionable tactics he’ll cover.]

I’ll share a client example of tracking content interaction in GA. I’ll also share a link to a GTM container file that can help people pre-load the above tag templates into their own GTM.

Matt’s notes: Could be good. I know a lot of people have questions about Tag Manager, and the ubiquity of GA should help it be pretty well-received.


Chris DayleyChris Dayley

Chris is a digital marketing expert and owner of Dayley Conversion. His company provides full-service A/B testing for businesses, including design, development, and test execution. Follow him at @chrisdayley.

Chris’ pitch:

I would like to present a super actionable 15 minute presentation focused on the first two major steps businesses should take to start A/B testing:

1. Radical Redesign Testing

2. Iterative Testing (Test EVERYTHING)

I am one of the few CROs out there that recommends businesses to start with a radical redesign test. My reasoning for doing so is that most businesses have done absolutely no testing on their current website, so the current landing page/website really isn’t a “best practice” design yet.

I will show several case studies where clients saw more than a 50% lift in conversion rates just from this first step of radical redesign testing, and will offer several tips for how to create a radical redesign test. Some of the tips include:

[Chris lists three direct and interesting tips he’ll share.]

Next I suggest moving into the iterative phase.

I will show several case studies of how to move through iterative testing so you eventually test every element on your page.

Erica’s notes: Direct, interesting, and with promise of multiple case studies.


Duane BrownDuane Brown

Duane is a digital marketer with 10 years’ experience having lived and worked in five cities across three continents. He’s currently at Unbounce. When not working, you can find Duane traveling to some far-flung location around the world to eat food and soak up the culture. Follow him at @DuaneBrown.

Duane’s pitch:

What Is Delightful Remarketing & How You Can Do It Too

A lot of people find remarketing creepy and weird. They don’t get why they are seeing those ads around the internet…. let alone how to make them stop showing.

This talk will focus on the different between remarketing & creating delightful remarketing that can help grow the revenue & profit at a company and not piss customers off. 50% of US marketers don’t use remarketing according to eMarketer (2013).

– [Duane’s direct how-to for e-commerce customers.] Over 60% of customers abandon a shopping cart each year: http://baymard.com/lists/cart-abandonment-rate (3 minute)

– Cover a SaaS company using retargeting to [Duane’s actionable item]. This remarketing helps show your products sticky features while showing off your benefits (3 minute)

– The Dos: [Duane’s actionable tip], a variety of creative & a dedicated landing page creates delightful remarketing that grows revenue (3 minute)

– Wrap up and review main points. (2 minutes)

Matt’s notes: Well-detailed, an area in which there’s a lot of room for improvement.


Gianluca FiorelliGianluca Fiorelli

Moz Associate, official blogger for StateofDigital.com and known international SEO and inbound strategist, Gianluca works in the digital marketing industry, but he still believes that he just know that he knows nothing. Follow him at @gfiorelli1.

Gianluca’s pitch:

Unusual Sources for Keyword and Topical Research

A big percentage of SEOs equal Keyword and Topical Research to using Keyword Planner and Google Suggest.

However, using only them, we cannot achieve a real deep knowledge of the interests, psychology and language of our target.

In this talk, I will present unusual sources and unnoticed features of very well-known tools, and offer a final example based on a true story.

Arguments touched in the speech (not necessarily in this order):

[Gianluca lists seven how-tos and one unique case study.]

Erica’s notes: Theme of Google not giving good keyword info. Lots of unique actionable points and resources. Will work in 15 minute time limit.


Ruth Burr ReedyRuth Burr Reedy

Ruth is the head of on-site SEO for BigWing Interactive, a full-service digital marketing agency in Oklahoma City, OK. At BigWing, she manages a team doing on-site, technical, and local SEO. Ruth has been working in SEO since 2006. Follow her at @ruthburr.

Ruth’s pitch:

Get Hired to Do SEO

This talk will go way beyond “just build your own website” and talk about specific ways SEOs can build evidence of their skills across the web, including:

[Ruth lists 7 how-tos with actionable examples.]

All in a funny, actionable, beautiful, easy-to-understand get-hired masterpiece.

Erica’s notes: Great takeaways. Wanted to do a session about building your resume as a marketer for a while.


Stephanie WallaceStephanie Wallace

Stephanie is director of SEO at Nebo, a digital agency in Atlanta. She helps clients navigate the ever-changing world of SEO by understanding their audience and helping them create a digital experience that both the user and Google appreciates. Follow her at @SWallaceSEO.

Stephanie’s pitch:

Everyone knows PPC and SEO complement one another – increased visibility in search results help increase perceived authority and drive more clickthroughs to your site overall. But are you actively leveraging the wealth of PPC data available to build on your existing SEO strategy? The key to effectively using this information lies in understanding how to test SEO tactics and how to apply the results to your on-page strategies. This session will delve into actionable strategies for using PPC campaign insights to influence on-page SEO and content strategies. Key takeaways include:

[Stephanie lists four how-tos.]

Erica’s notes: Nice and actionable. Like this a lot.


As mentioned, we had 241 entries, and many of them were stage quality. Notable runners up included AJ Wilcox, Ed Reese, and Daylan Pearce, and a big pat on the back to all those who tossed their hat in.

Also, a huge thank you to my fellow selection committee members for 2015: Charlene Inoncillo, Cyrus Shepard, Danie Launders, Jen Lopez, Matt Roney, Rand Fishkin, Renea Nielsen, and Trevor Klein.

Buy your ticket now

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

Posted by randfish

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

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

Video transcription

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

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

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

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

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

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

1) Not the right links

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

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

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

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

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

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

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

2) Not the right content

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

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

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

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

3) Not the right domain

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

4) Accessibility or technical issues

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

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

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

Video transcription by Speechpad.com

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