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!

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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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How You Can Build a Meaningful Brand

Posted by Hannah_Smith

Earlier this year I wrote a post about
the future of marketing. In it, I made a handful of predictions; arguably the most ‘out there’ of which was this: in the future, only brands which ‘mean something’ to consumers will survive. 

In today’s post I’ll be exploring what it takes to become a meaningful brand, and how you might go about building one.

SEO is not dead

Just so we’re clear, I’m not saying SEO is dead, or that organic search is not an important channel 🙂
These stats speak for themselves:

However, what we’re being asked to do as SEOs is constantly evolving. 

It used to be that you could build a very successful business online just by being great at SEO. But today, the SERPs are changing, and ranking first doesn’t mean what it used to:

The BBC still rank first organically for ‘weather’—but their listing is pushed beneath the fold. Plus, given the that the information the searcher is seeking is displayed right there in the SERP, I’m guessing they’re not receiving as much traffic from this term as they once were.

But it’s not just informational queries:

Skyscanner still rank first for the term ‘flights to paris’, but again here their organic listing is pushed beneath the fold thanks to paid search listings and the proprietary Google flight product.

Google is even going so far as to show its proprietary products against branded searches (hat-tip to 
Barry Adams for pointing this out):

MoneySuperMarket’s organic listing is above the fold, but Google is nonetheless being very aggressive.

As a consequence of these changes, as SEOs, we’re being asked to do different things. Clients of yesteryear used to say things like:

Get us links!

But today they’re saying things like:

Get us press coverage, social shares and exposure [links] on sites our target audience reads.

Whilst they may not explicitly be asking us to build a brand, nonetheless much of what we do today looks a lot like brand building. But where do we start?

What does ‘brand’ mean?

Before we kick off I think it’s worth exploring what brand really means. We have a tendency to use ‘brand’ and ‘company’ or ‘organisation’ interchangeably, but in reality they are two distinctly different things.

Here’s a definition:

brand – to impress firmly; fix ineradicably; place indelibly

Therefore a brand is not a brand unless it leaves a lasting impression, and of course, it needs to be a favourable impression. Essentially companies or organisations need to build brands that mean something to people.

However, right now companies and organisations are struggling to do this effectively:

“In Europe and the US, consumers would not care if 92% of brands ceased to exist” 


source

That means that consumers would only miss 8% of brands. 

Clearly we have a mountain to climb. How do we go about building meaningful brands? Particularly on SEO retainer budgets?

You can learn a lot by deconstructing the success of others

Like many in the search industry, I’m a fan of taking stuff apart to figure out how it works. So, when trying to figure out how to go about building a meaningful brand, I started by looking at what meaningful brands are doing right now.

I uncovered three core principles—some meaningful brands do all three; some just do one or two—I’ll deal with them each in turn.

1) Meaningful brands find opportunities to delight customers

Most people’s interactions with brands suck. But great interactions stand out and are shared. Let’s take a look at some examples:

@smartcarusa

Here’s how @smartcarusa responded when someone suggested that a single bird dropping would total one of their cars:

Now the takeaway here is not to rush out and make a bunch of infographics on disparate topics.
Out of context, the infographic is neither remarkable, nor particularly interesting, and I don’t think it would have garnered coverage had it not been created in response to this tweet.
But I think a lesson we can take from this is that going the extra mile to respond in a novel way can yield out-sized returns.

@ArgosHelpers

This is how @ArgosHelpers responded to a customer asking when PS4s would be back in stock:

The takeaway here is not people love brands who use slang—I think this is actually a very artfully worded response. See how the brand has taken care to use the same language as their customer without being in any way condescending? That’s what you need to shoot for.

@TescoMobile

This is how @TescoMobile responded when someone described their network as a ‘turn off’:

Whoa! 

The lesson here is definitely not ‘be a dick to people who are dicks to you’; I think the lesson here is that a well-judged, cheeky response can travel.

Ultimately you need to tread carefully if you want to use this type of tactic. I think @TescoMobile got away with this one—but it is really close to the line. To do this sort of thing you need to have a deep understanding of your audience—what’s considered funny and what’s just plain rude? This can vary hugely depending on the niche you’re working in and the public perception of your brand.

Moreover, if you’re a brand engaging in this sort of activity, you need to consider not only your own response, but the potential response from your audience, too. Some brands have an army of loyal advocates. But if brands aren’t careful, they may unwittingly encourage said army to attack an individual with a response like this.

Of course it’s not just interactions that have the capacity to delight—sometimes being nimble is enough:

@Arbys

When Pharrell turned up to the GRAMMYs wearing *that hat* here’s how @Arbys responded:

The takeaway here is not that you need a bit of luck, instead it’s that you need to be ready, willing and able to take advantage of opportunities as and when they arise. I think that if @Arbys hadn’t tweeted that, then someone else would have done and their brand wouldn’t have benefited.

Hopefully you can see where I’m going with this; let’s move on to principle two:

2) Meaningful brands give people the ability to define themselves to others

Have you ever thought about why you share what you share on social media? Most of us don’t think about it too much, but
The New York Times did a
study on the psychology of sharing in which 68% of respondents said they share things via social media to give others a better sense of who they are and what they care about.

For example, I might share an article from
hbr.org because I want you to think I’m the sort of person who reads Harvard Business Review. Or I might share an Oatmeal comic because I want you to think I have an excellent sense of humour. I might share something about the Lean In movement because I want to let you know where I stand on important issues.

If you’re seeking to create a meaningful brand, this can be an excellent space to play in because brands can give people the ability to define themselves to others. Now I don’t necessarily mean by creating content like
this which literally allows people to define themselves:

Brands can also help people define themselves by creating things people ‘look good’ sharing—let’s take a look at some examples:

GE’s #6SecondScience

The takeaway here is to create things which are tangentially related to your brand, that people ‘look good’ sharing. When people shared this content they were sharing stuff that was more than just ‘cool’—by sharing this content they were also able to express their enthusiasm for science.

In a similar vein meaningful brands create commercials that don’t feel like commercials—again, these are things that people ‘look good’ sharing:

Wren’s First Kiss

This film definitely got people talking. To date it’s received over 94 million YouTube views and coverage on over 1300 sites. But this isn’t just a video content play…

Oreo

When Oreo turned 100, they created 100 pieces of content over 100 days:

This campaign got over 1m Facebook ‘likes’ and thousands of pieces of press coverage. 

But actually, I think the smartest thing about this campaign was that it was highly topical content which put the cookie right in the centre of people’s conversations without being self-serving.

Still with me? Let’s move on to principle three:

3) Meaningful brands stand for something above and beyond their products or services

This is difficult to explain in the abstract, so I’m going to shoot straight to some examples.

BrewDog

BrewDog is a craft beer company. Their brand values are drawn from punk subculture—they’re anti-establishment and believe in individual freedom.
So when Dead Pony Club ale was ‘banned’ because the phrase “rip it up down empty streets” was printed on the label, their response was to issue a
press release apologising for ‘not giving a shit’ over the marketing rules breach.
Their fans loved their response:

The takeaway here isn’t that sweary press releases get attention (although they undoubtedly do)—by refusing to take the ruling lying down BrewDog showed people they were a brand which stood for something beyond great beer.

Nike

A core value for Nike is “if you have a body, you are an athlete”, and these values have inspired incredible creative like this:

I think that this advert is powerful because Nike isn’t talking about how their trainers enhance your performance, they’re talking about celebrating everyone’s athletic endeavours. It’s about more than just their products. 

OKCupid

I think that taking the decision to stand for something is perhaps most potent when it could actually cost a brand customers. When Mozilla appointed a new CEO, OKCupid showed this message to Firefox users:

They went on to say:

The takeaway here is not ‘align your brand with a cause and win the the Internet’, but rather, taking a bold stance on a relevant issue, even if it could actually hurt your business, can create a lasting impression.

What do I mean by ‘actually hurt your business’? Sadly, not everyone believes in equal rights for gay couples, as such, taking this stance could cost OK Cupid.

Using these principles day-to-day

The reality for me is that right now, much of this I can’t affect—sadly no clients have dropped several million into my lap and asked me to create them an ad like Nike’s 🙂

That said, I do think that it’s helped me to clarify my thinking on what it means to be a meaningful brand and how to figure out how to get there. At Distilled (the company who is good enough to employ me), the place we play most frequently is principle two—we create content which allows people to define themselves to others; things that people ‘look good sharing’. 

Perhaps more importantly, we’re taking the time to understand the companies we’re working with better so that our creative work is better aligned with their brand values. 

And so, dear reader, over to you—I’d love to hear what you think it takes to build a meaningful brand, and what’s working (and not working) for you, do let me know via the comments.

This post is based on a session I presented at SearchLove; those who are interested can view the full deck below:

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11 Important Off-Page SEO Factors You Should Implement To Your Press Releases

http://internetmarketingcompanyllc.com Press Releases are important for off-page Search Engine Optimization (SEO), and there are quite a few elements you can…

Reblogged 5 years ago from www.youtube.com