The Linkbait Bump: How Viral Content Creates Long-Term Lift in Organic Traffic – Whiteboard Friday

Posted by randfish

A single fantastic (or “10x”) piece of content can lift a site’s traffic curves long beyond the popularity of that one piece. In today’s Whiteboard Friday, Rand talks about why those curves settle into a “new normal,” and how you can go about creating the content that drives that change.

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 the linkbait bump, classic phrase in the SEO world and almost a little dated. I think today we’re talking a little bit more about viral content and how high-quality content, content that really is the cornerstone of a brand or a website’s content can be an incredible and powerful driver of traffic, not just when it initially launches but over time.

So let’s take a look.

This is a classic linkbait bump, viral content bump analytics chart. I’m seeing over here my traffic and over here the different months of the year. You know, January, February, March, like I’m under a thousand. Maybe I’m at 500 visits or something, and then I have this big piece of viral content. It performs outstandingly well from a relative standpoint for my site. It gets 10,000 or more visits, drives a ton more people to my site, and then what happens is that that traffic falls back down. But the new normal down here, new normal is higher than the old normal was. So the new normal might be at 1,000, 1,500 or 2,000 visits whereas before I was at 500.

Why does this happen?

A lot of folks see an analytics chart like this, see examples of content that’s done this for websites, and they want to know: Why does this happen and how can I replicate that effect? The reasons why are it sort of feeds back into that viral loop or the flywheel, which we’ve talked about in previous Whiteboard Fridays, where essentially you start with a piece of content. That content does well, and then you have things like more social followers on your brand’s accounts. So now next time you go to amplify content or share content socially, you’re reaching more potential people. You have a bigger audience. You have more people who share your content because they’ve seen that that content performs well for them in social. So they want to find other content from you that might help their social accounts perform well.

You see more RSS and email subscribers because people see your interesting content and go, “Hey, I want to see when these guys produce something else.” You see more branded search traffic because people are looking specifically for content from you, not necessarily just around this viral piece, although that’s often a big part of it, but around other pieces as well, especially if you do a good job of exposing them to that additional content. You get more bookmark and type in traffic, more searchers biased by personalization because they’ve already visited your site. So now when they search and they’re logged into their accounts, they’re going to see your site ranking higher than they normally would otherwise, and you get an organic SEO lift from all the links and shares and engagement.

So there’s a ton of different factors that feed into this, and you kind of want to hit all of these things. If you have a piece of content that gets a lot of shares, a lot of links, but then doesn’t promote engagement, doesn’t get more people signing up, doesn’t get more people searching for your brand or searching for that content specifically, then it’s not going to have the same impact. Your traffic might fall further and more quickly.

How do you achieve this?

How do we get content that’s going to do this? Well, we’re going to talk through a number of things that we’ve talked about previously on Whiteboard Friday. But there are some additional ones as well. This isn’t just creating good content or creating high quality content, it’s creating a particular kind of content. So for this what you want is a deep understanding, not necessarily of what your standard users or standard customers are interested in, but a deep understanding of what influencers in your niche will share and promote and why they do that.

This often means that you follow a lot of sharers and influencers in your field, and you understand, hey, they’re all sharing X piece of content. Why? Oh, because it does this, because it makes them look good, because it helps their authority in the field, because it provides a lot of value to their followers, because they know it’s going to get a lot of retweets and shares and traffic. Whatever that because is, you have to have a deep understanding of it in order to have success with viral kinds of content.

Next, you want to have empathy for users and what will give them the best possible experience. So if you know, for example, that a lot of people are coming on mobile and are going to be sharing on mobile, which is true of almost all viral content today, FYI, you need to be providing a great mobile and desktop experience. Oftentimes that mobile experience has to be different, not just responsive design, but actually a different format, a different way of being able to scroll through or watch or see or experience that content.

There are some good examples out there of content that does that. It makes a very different user experience based on the browser or the device you’re using.

You also need to be aware of what will turn them off. So promotional messages, pop-ups, trying to sell to them, oftentimes that diminishes user experience. It means that content that could have been more viral, that could have gotten more shares won’t.

Unique value and attributes that separate your content from everything else in the field. So if there’s like ABCD and whoa, what’s that? That’s very unique. That stands out from the crowd. That provides a different form of value in a different way than what everyone else is doing. That uniqueness is often a big reason why content spreads virally, why it gets more shared than just the normal stuff.

I’ve talk about this a number of times, but content that’s 10X better than what the competition provides. So unique value from the competition, but also quality that is not just a step up, but 10X better, massively, massively better than what else you can get out there. That makes it unique enough. That makes it stand out from the crowd, and that’s a very hard thing to do, but that’s why this is so rare and so valuable.

This is a critical one, and I think one that, I’ll just say, many organizations fail at. That is the freedom and support to fail many times, to try to create these types of effects, to have this impact many times before you hit on a success. A lot of managers and clients and teams and execs just don’t give marketing teams and content teams the freedom to say, “Yeah, you know what? You spent a month and developer resources and designer resources and spent some money to go do some research and contracted with this third party, and it wasn’t a hit. It didn’t work. We didn’t get the viral content bump. It just kind of did okay. You know what? We believe in you. You’ve got a lot of chances. You should try this another 9 or 10 times before we throw it out. We really want to have a success here.”

That is something that very few teams invest in. The powerful thing is because so few people are willing to invest that way, the ones that do, the ones that believe in this, the ones that invest long term, the ones that are willing to take those failures are going to have a much better shot at success, and they can stand out from the crowd. They can get these bumps. It’s powerful.

Not a requirement, but it really, really helps to have a strong engaged community, either on your site and around your brand, or at least in your niche and your topic area that will help, that wants to see you, your brand, your content succeed. If you’re in a space that has no community, I would work on building one, even if it’s very small. We’re not talking about building a community of thousands or tens of thousands. A community of 100 people, a community of 50 people even can be powerful enough to help content get that catalyst, that first bump that’ll boost it into viral potential.

Then finally, for this type of content, you need to have a logical and not overly promotional match between your brand and the content itself. You can see many sites in what I call sketchy niches. So like a criminal law site or a casino site or a pharmaceutical site that’s offering like an interactive musical experience widget, and you’re like, “Why in the world is this brand promoting this content? Why did they even make it? How does that match up with what they do? Oh, it’s clearly just intentionally promotional.”

Look, many of these brands go out there and they say, “Hey, the average web user doesn’t know and doesn’t care.” I agree. But the average web user is not an influencer. Influencers know. Well, they’re very, very suspicious of why content is being produced and promoted, and they’re very skeptical of promoting content that they don’t think is altruistic. So this kills a lot of content for brands that try and invest in it when there’s no match. So I think you really need that.

Now, when you do these linkbait bump kinds of things, I would strongly recommend that you follow up, that you consider the quality of the content that you’re producing. Thereafter, that you invest in reproducing these resources, keeping those resources updated, and that you don’t simply give up on content production after this. However, if you’re a small business site, a small or medium business, you might think about only doing one or two of these a year. If you are a heavy content player, you’re doing a lot of content marketing, content marketing is how you’re investing in web traffic, I’d probably be considering these weekly or monthly at the least.

All right, everyone. Look forward to your experiences with the linkbait bump, and I will see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Get Unbeatable Insights into Local SEO: Buy the LocalUp Advanced Video Bundle

Posted by EricaMcGillivray

Missed LocalUp Advanced 2015? Forgot to take notes, or just want to relive the action? You can now 
purchase the bundle of 13 videos in order to get all the knowledge our speakers shared about local SEO in. Dive deep and learn how to wrangle content, get reviews, overcome technical mobile challenges, and so much more from top industry leaders.

Moz and
Local U are offering a super-special $99 deal for everyone—an unbeatable value for anyone looking to level-up their local SEO skills.

Buy the LocalUp Advanced Video Bundle


Get a preview of what you’ll learn and hear what attendees had to say about how much they enjoyed it:

LocalUp Advanced 2015 Video Sales Promo


In addition to the videos, you also get the slide decks. Follow along and go back as you start implementing these tips into your strategy and work. You can watch these videos and download them to any device you use: desktop, laptop, tablet, and mobile.


Watch the following great talks and more:

Getting Local Keyword Research and On-page Optimization Right with Mary Bowling
Local keyword data is often difficult to find, analyze, and prioritize. Get tips, tools, and processes for zeroing in on the best terms to target when optimizing your website and directory listings, and learn how and why to structure your website around them.

Exposing the Non-Obvious Elements of Local Businesses That Dominate on the Web with Rand Fishkin
In some categories and geographies, a local small business wholly dominates the rankings and visibility across channels. What are the secrets to this success, and how can small businesses with remarkable products/services showcase their traits best online? In this presentation, Rand digs deep into examples and highlight the recurring elements that help the best of the best stand out.

Rand Fishkin


Local Content + Scale + Creativity = Awesome with Mike Ramsey
If you are wondering who is crushing it with local content and how you can scale such efforts, then tune in as Mike Ramsey walks through ideas, examples, and lessons he has learned along the way.

Mike Ramsey


Don’t Just Show Up, Stand Out with Dana DiTomaso
Learn how to destroy your competitors by bringing personality to your marketing. Confront the challenges of making HIPPOs comfortable with unique voice, keep brand standards while injecting some fun, and stay in the forefront of your audience’s mind.

Dana DiTomaso


Playing to Your Local Strengths with David Mihm
Historically, local search has been one of the most level playing fields on the web with smaller, nimbler businesses having an advantage as larger enterprises struggled to adapt and keep up. Today, companies of both sizes can benefit from tactics that the other simply can’t leverage. David shares some of the most valuable tactics that scale—and don’t scale—in a presentation packed with actionable takeaways, no matter what size business you work with.

David Mihm

Wondering if it’s truly “advanced?”

79 percent of attendees found the information perfectly advanced

Seventy-nine percent of attendees found the LocalUp Advanced presentations to be at just the right level.

Buy the LocalUp Advanced Video Bundle

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Everything a Small Business Should Know About SEO

SEO has often been confusing for the small business owner and now with Google algorithms changing all the time and the idea of penalties, it has even gotten scary. So how does one really…

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Google Places SEO 7 Things To Consider

Tucson SEO Solutions at http://tucsonseosolutions.com provides local small business with 7 compelling reasons to consider using us for your Google Places SEO needs. In this video I show…

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Hiring for SEO: How to Find and Hire Someone with Little or No Experience

Posted by RuthBurrReedy

SEO is a seller’s market. The supply of people with SEO experience is currently no match for the demand for search engine marketing services, as anyone who has spent months searching for the right SEO candidate can tell you. Even in a big city with a booming tech scene (like Seattle, LA, New York, or Austin), experienced SEOs are thin on the ground. In a local market where the economy is less tech-driven (like, say, Oklahoma City, where I work), finding an experienced SEO (even one with just a year or two of experience) is like finding a unicorn.

You’re hired. (Photo via 
Pixabay)

If you’re looking for an in-house SEO or someone to run your whole program, you may have no choice but to hold out for a hero (and think about relocating someone). If you’re an SEO trying to grow a team of digital marketers at an agency or to expand a large in-house team, sometimes your best bet is to hire someone with no digital marketing experience but a lot of potential and train them. 

However, you can’t plug just anyone into an SEO role, train them up right and have them be fantastic (or enjoy their job); there are definite skills, talents and personality traits that contribute to success in digital marketing.

Most advice on hiring SEOs is geared toward making sure they know their stuff and aren’t spammers. That’s not really applicable to hiring at the trainee level, though. So how can you tell whether someone is right for a job they’ve never done? At BigWing, we’ve had a lot of success hiring smart young people and turning them into digital marketers, and there are a few things we look for in a candidate.

Are they an aggressive, independent learner?

Successful SEOs spend a ton of time on continued learning—reading blogs, attending conferences and webinars, discussing and testing new techniques—and a lot of that learning happens outside of normal work hours. The right candidate should be someone who loves learning and has the ability to independently drive their ongoing education.

Ask job candidates about another situation where they’ve had to quickly pick up a new skill. What did they do to learn it? How did that go? If it’s never come up for them, ask what they might do in that situation.

Interview prep is something I always look for in a candidate, since it shows they’re actually interested in the job. Ask what they’ve done to prep for the interview. Did they take a look at your company website? Maybe do some Googling to find other informational resources on what digital marketing entails? What did they learn? Where did they learn it? How did they find it?

Give your candidates some homework before the interview. Have them read the 
Beginner’s Guide to SEO, maybe Google’s Search Engine Optimization Starter Guide, or the demo modules at Distilled U. How much of it did they retain? More importantly, what did they learn? Which brings us to:

Do they have a small understanding of what SEO is and why we do it?

I’ve seen a lot of people get excited about learning SEO, do OK for a year or two, and then crash and burn. The number one cause of SEO flame-out or burn-out, in my experience, is an inability to pivot from old tactics to new ones. This failure often stems from a fundamental lack of understanding of what SEO is (marketing, connecting websites that have stuff with people who want that stuff) and what it is not (any single SEO tactic).

It can be frustrating when the methods you originally learned on, or that used to work so well, dry up and blow away (I’m looking at you, siloing and PageRank sculpting). If you’re focused on what tricks and tactics can get you ranking #1, instead of on how you’re using digital techniques to market to and connect with potential customers, sooner or later the rug’s going to get pulled out from under you.

Ask your candidates: what did they retain from their research? Are they totally focused on the search engine, or have they thought about how visits can turn into revenue? Do they seem more interested in being a hacker, or a marketer? Some people really fall in love with the idea that they could manipulate search engines to do what they want; I look for people who are more in love with the idea of using the Internet as a tool to connect businesses with their customers, since ultimately your SEO client is going to want revenue, not just rankings.

Another trait I look for in the interview process is empathy. Can they articulate why a business might want to invest in search? Ask them to imagine some fears or concerns a small business owner might have when starting up an Internet marketing program. This is especially important for agency work, where communicating success requires an understanding of your client’s goals and concerns.

Can they write?

Photo via 
Pixabay

Even if you’re looking to grow someone into a technical SEO, not a content creator, SEO involves writing well. You’re going to have to be able to create on-page elements that not only communicate topical relevance to search engines but also appeal to users.

This should go without saying, but in my experience definitely doesn’t: their resume should be free of typos and grammatical errors. Not only is this an indicator of their ability to write while unsupervised, it’s also an indicator of their attention to detail and how seriously they’re taking the position.

Any kind of writing experience is a major plus for me when looking at a resume, but isn’t necessarily a requirement. It’s helpful to get some idea of what they’re capable of, though. Ask for a writing sample, and better yet, look for a writing sample in the wild online. Have they blogged before?
You’ll almost certainly be exchanging emails with a candidate before an interview—pay attention to how they communicate via email. Is it hard to tell what they’re talking about? Good writing isn’t just about grammar; it’s about communicating ideas.

I like to give candidates a scenario like “A client saw traffic to their website decline because of an error we failed to detect. We found and corrected the error, but their traffic numbers are still down for the month,” and have them compose a pretend email to the client about what happened. This is a great way to test both their written communication skills and their empathy for the client. Are you going to have to proofread their client emails before they go out? That sounds tedious.

How are their critical thinking and data analysis skills?

A brand-new digital marketer probably won’t have any experience with analytics tools like Google Analytics, and that’s OK—you can teach them how to use those. What’s harder to teach is an ability to think critically and to use data to make decisions.

Have your candidates ever been in a situation where they needed to use data to figure out what to do next? What about tell a story, back up a claim or change someone’s mind? Recent college grads should all have recent experience with this, regardless of their major—critical thinking and data analysis are what college is all about.
How comfortable are they in Microsoft Excel? They don’t have to love it, but if they absolutely loathe it, SEO probably isn’t for them. Would it make them miserable to spend most of a day in a spreadsheet (not every day, but fairly regularly)?

Are they a citizen of the web?

Even if they’ve never heard of SEO, a new employee is going to have an easier time learning it if they’re already pretty net savvy. An active web presence also indicates a general interest in the the Internet, which is one indicator of whether they’ll have long-term interest in digital marketing as a field. Do some recon: are they active on social media? Have they ever blogged? What comes up when you Google them?

Prior experience

Different applicants will have different backgrounds, and you’ll have the best idea of what skills someone will need to bring to the table to fill the role you need. When I’m reading a resume, I take experience in any of these areas as a good sign:

  • Marketing 
  • Advertising 
  • Public relations 
  • APIs (using them, creating apps with them, what have you) 
  • Web development or coding of any kind 
  • Web design 
  • Copywriting

Your mileage may vary

Photo via 
Knowyourmeme

Very few candidates are going to excel in all of the areas outlined above, and everyone you talk to is going to be stronger in some areas than others. Since digital marketing can include a wide variety of different tasks, keep in mind the things you’d actually like the person to do on the job; for example, written communication becomes somewhat less important in a non-client-facing role. At the very least, look for a smart, driven person who is excited about digital marketing as a career opportunity (not just as a next paycheck).

Hiring inexperienced people has its risks: the person you hire may not actually turn out to be any good at SEO. They may have more trouble learning it than you anticipated, and once they start doing it, they may decide that SEO just isn’t what they want to do long-term.

On the other hand, hiring and training someone who’s a great fit for your company culture and who is excited about learning often results in a better employee than hiring someone with experience who doesn’t really mesh well with your team. Plus, teaching someone SEO is a great way to make sure they don’t have any bad habits that could put your clients at risk. Best of all, you have the opportunity to unlock a whole career for someone and watch them grow into a world-class marketer—and that’s a great feeling.

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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small business search engine optimization Business

small business search engine optimization http://www.riseinsoul.com/vcp-video-marketing-software small business search engine optimization http://www.links2s…

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The Best of 2014: Top People and Posts from the Moz Blog

Posted by Trevor-Klein

At the end of every year, we compile a list of the very best posts and most popular and prolific people that have been published on the Moz Blog and YouMoz. It’s a really fun way to look back on what happened this year, and an insight-packed view of what really resonates with our readers.

Here’s what we’ve got in store:

  1. Top Moz Blog posts by 1Metric score
  2. Top Moz Blog posts by unique visits
  3. Top YouMoz Blog posts by unique visits
  4. Top Moz Blog posts by number of thumbs up
  5. Top Moz Blog posts by number of comments
  6. Top Moz Blog posts by number of linking root domains
  7. Top comments from our community by number of thumbs up
  8. Top commenters from our community by total number of thumbs up

A huge thanks goes to Dr. Pete Meyers and Cyrus Shepard; their help cut the amount of time creating this piece consumed in half.

We hope you enjoy the look back at the past year, and wish you a very happy start to 2015!

1. Top Moz Blog posts by 1Metric score

Earlier this year, we created a new metric to evaluate the success of our blog posts, calling it “the one metric” in a nod to The Lord of the Rings. We even
wrote about it on this blog. With the help and feedback of many folks in the community as well as some refinement of our own, we’ve now polished the metric, changed the spelling a bit, applied it retroactively to older posts, and are using it regularly in-house. The following posts are those with the highest scores, representing the 10 posts that saw the most overall success this year. In case there was any doubt, Cyrus really (really) knows what he’s doing.

1. More than Keywords: 7 Concepts of Advanced On-Page SEO
October 21 – Posted by Cyrus Shepard
As marketers, helping search engines understand what our content means is one of our most important tasks. Search engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means. This post explores a series of on-page techniques that not only build upon one another, but can be combined in sophisticated ways.

Dr-Pete

2. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

MarieHaynes

3. Your Google Algorithm Cheat Sheet: Panda, Penguin, and Hummingbird
June 11 – Posted by Marie Haynes
Do you have questions about the Panda algorithm, the Penguin algorithm, or Hummingbird? This guide explains in lay terms what each of these Google algorithm changes is about and how to improve your site so that it looks better in the eyes of the big G.

4. 12 Ways to Increase Traffic From Google Without Building Links
March 11 – Posted by Cyrus Shepard
The job of the Technical SEO becomes more complex each year, but we also have more opportunities now than ever. Here are 12 ways you can improve your rankings without relying on link building.

OliGardner

5. The Most Entertaining Guide to Landing Page Optimization You’ll Ever Read
May 20 – Posted by Oli Gardner
If you’ve ever been bored while reading a blog post, your life just got better. If you’ve ever wanted to learn about conversion rate optimization, and how to design high-converting landing pages, without falling asleep, you’re in the right place. Buckle up, and prepare to be entertained in your learning regions.

6. Illustrated Guide to Advanced On-Page Topic Targeting for SEO
November 17 – Posted by Cyrus Shepard
The concepts of advanced on-page SEO are dizzying: LDA, co-occurrence, and entity salience. The question is “How can I easily incorporate these techniques into my content for higher rankings?” The truth is, you can create optimized pages that rank well without understanding complex algorithms.

josh_bachynski

7. Panda 4.1 Google Leaked Dos and Don’ts – Whiteboard Friday
December 05 – Posted by Josh Bachynski
Panda is about so much more than good content. Let Josh Bachynski give you the inside information on the highlights of what you should (and should not) be doing.

8. 10 Smart Tips to Leverage Google+ for Increased Web Traffic
April 15 – Posted by Cyrus Shepard
While not everyone has an audience active on Google+, the number of people who interact socially with any Google products on a monthly basis now reportedly exceeds 500 million.

9. The Rules of Link Building – Whiteboard Friday
April 04 – Posted by Cyrus Shepard
Google is increasingly playing the referee in the marketing game, and many marketers are simply leaving instead of playing by the rules. In today’s Whiteboard Friday, Cyrus Shepard takes a time-out to explain a winning strategy.

gfiorelli1

10. The Myth of Google’s 200 Ranking Factors
September 30 – Posted by Gianluca Fiorelli
Nothing like the “The 200 Google Ranking Factors” actually exists. It is a myth, and those who claim to be able to offer a final list are its prophets. This post explains how the myth was born and the importance of knowing the stages of search engines’ working process.

2. Top Moz Blog posts by unique visits

The heaviest-weighted ingredient in the 1Metric is unique visits, as one of our primary goals for the Moz Blog is to drive traffic to the rest of the site. With that in mind, we thought it interesting to break things down to just this metric and show you just how different this list is from the last one. Of note: Dr. Pete’s post on Google’s new design for title tags is a nod to the power of evergreen content. That post is one that folks can return to over and over as they fiddle with their own title tags, and amassed more than
twice the traffic of the post in the #2 slot.

Dr-Pete

1. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

OliGardner

2. The Most Entertaining Guide to Landing Page Optimization You’ll Ever Read
May 20 – Posted by Oli Gardner
If you’ve ever been bored while reading a blog post, your life just got better. If you’ve ever wanted to learn about conversion rate optimization, and how to design high-converting landing pages, without falling asleep, you’re in the right place. Buckle up, and prepare to be entertained in your learning regions.

3. 12 Ways to Increase Traffic From Google Without Building Links
March 11 – Posted by Cyrus Shepard
The job of the Technical SEO becomes more complex each year, but we also have more opportunities now than ever. Here are 12 ways you can improve your rankings without relying on link building.

briancarter

4. Why Every Business Should Spend at Least $1 per Day on Facebook Ads
February 19 – Posted by Brian Carter
For the last three years I’ve constantly recommended Facebook ads. I recommend them to both B2C and B2B businesses. I recommend them to local theaters and comedians here in Charleston, SC. I recommend them to everyone who wants to grow awareness about anything they’re doing. Here’s why.

5. More than Keywords: 7 Concepts of Advanced On-Page SEO
October 21 – Posted by Cyrus Shepard
As marketers, helping search engines understand what our content means is one of our most important tasks. Search engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means. This post explores a series of on-page techniques that not only build upon one another, but can be combined in sophisticated ways.

MarieHaynes

6. Your Google Algorithm Cheat Sheet: Panda, Penguin, and Hummingbird
June 11 – Posted by Marie Haynes
Do you have questions about the Panda algorithm, the Penguin algorithm, or Hummingbird? This guide explains in lay terms what each of these Google algorithm changes is about and how to improve your site so that it looks better in the eyes of the big G.

Chad_Wittman

7. Make Facebook’s Algorithm Change Work For You, Not Against You
January 23 – Posted by Chad Wittman
Recently, many page admins have been experiencing a significant decrease in Total Reach—specifically, organic reach. For pages that want to keep their ad budget as low as possible, maximizing organic reach is vital. To best understand how to make a change like this work for you, and not against you, we need to examine what happened—and what you can do about it.

n8ngrimm

8. How to Rank Well in Amazon, the US’s Largest Product Search Engine
June 04 – Posted by Nathan Grimm
The eCommerce SEO community is ignoring a huge opportunity by focusing almost exclusively on Google. Amazon has roughly three times more search volume for products, and this post tells you all about how to rank.

iPullRank

9. Personas: The Art and Science of Understanding the Person Behind the Visit
January 29 – Posted by Michael King
With the erosion of keyword intelligence and the move to strings-not-things for the user, Google is pushing all marketers to focus more on their target audience. This post will teach you how to understand that audience, the future of Google, and how to build data-driven personas step by step.

Dr-Pete

10. Panda 4.0, Payday Loan 2.0 & eBay’s Very Bad Day
May 21 – Posted by Dr. Peter J. Meyers
Preliminary analysis of the Panda 4.0 and Payday Loan 2.0 updates, major algorithm flux on May 19th, and a big one-day rankings drop for eBay.

3. Top YouMoz Blog posts by unique visits

One of our favorite parts of the Moz community is the YouMoz Blog, where our community members can submit their own posts for potential publishing here on our site. We’re constantly impressed by what we’re sent. These 10 posts all received such high praise that they were promoted to the main Moz Blog, but they all started out as YouMoz posts. 

Chad_Wittman

1. Make Facebook’s Algorithm Change Work For You, Not Against You
January 23 – Posted by Chad Wittman
Recently, many page admins have been experiencing a significant decrease in Total Reach—specifically, organic reach. For pages that want to keep their ad budget as low as possible, maximizing organic reach is vital. To best understand how to make a change like this work for you, and not against you, we need to examine what happened—and what you can do about it.

Carla_Dawson

2. Parallax Scrolling Websites and SEO – A Collection of Solutions and Examples
April 01 – Posted by Carla Dawson
I have observed that there are many articles that say parallax scrolling is not ideal for search engines. Parallax Scrolling is a design technique and it is ideal for search engines if you know how to apply it. I have collected a list of great tutorials and real SEO-friendly parallax websites to help the community learn how to use both techniques together.

Jeffalytics

3. (Provided): 10 Ways to Prove SEO Value in Google Analytics
February 25 – Posted by Jeff Sauer
We and our clients have relied on keyword reports for so long that we’re now using (not provided) as a crutch. This post offers 10 ways you can use Google Analytics to prove your SEO value now that those keywords are gone.

danatanseo

4. How to Set Up and Use Twitter Lead Generation Cards in Your Tweets for Free!
May 07 – Posted by Dana Tan
Working as an in-house SEO strategist for a small business forces me to get “scrappy” every day with tools and techniques. I’m constantly on the lookout for an opportunity that can help my company market to broader audiences for less money. Here’s how to set up your Twitter Cards for free!

Amanda_Gallucci

5. 75 Content Starters for Any Industry
February 06 – Posted by Amanda Gallucci
Suffering from blank page anxiety? Before you go on the hunt for inspiration all over the Internet and elsewhere, turn to the resources around you. Realize that you can create exceptional content with what you already have at hand.

nicoleckohler

6. The Hidden Power of Nofollow Links
June 08 – Posted by Nicole Kohler
For those of us who are trying to earn links for our clients, receiving a nofollow link can feel like a slap in the face. But these links have hidden powers that make them just as important as followed ones. Here’s why nofollow links are more powerful than you might think.

YonDotan

7. A Startling Case Study of Manual Penalties and Negative SEO
March 17 – Posted by Yonatan Dotan
One day in my inbox I found the dreaded notice from Google that our client had a site-wide manual penalty for unnatural inbound links. We quickly set up a call and went through the tooth-rattling ordeal of explaining to our client that they weren’t even ranked for their brand name. Organic traffic dropped by a whopping 94% – and that for a website that gets 66% of its traffic from Google-based organic search.

malditojavi

8. How PornHub Is Bringing its A-Game (SFW)
July 23 – Posted by Javier Sanz
Despite dealing with a sensitive subject, PornHub is doing a great job marketing itself. This (safe-for-work) post takes a closer look at what they are doing.

ajfried

9. Storytelling Through Data: A New Inbound Marketing & SEO Report Structure
January 07 – Posted by Aaron Friedman
No matter what business you are in, it’s a pretty sure thing that someone is going to want to monitor how efficiently and productively you are working. Being able to show these results over time is crucial to maintaining the health of the long term relationship.

robinparallax

10. The Art of Thinking Sideways: Content Marketing for “Boring” Businesses
April 08 – Posted by Robin Swire
In this article, I’ll examine the art of thinking sideways for one of the slightly more tricky marketing clients I’ve worked with. I hope that this will provide an insight for fellow content marketers and SEOs in similar scenarios.

4. Top Moz Blog posts by number of thumbs up

These 10 posts were well enough received that liked that quite a few readers took the time to engage with them, logging in to give their stamp of approval. Whiteboard Fridays are always a hit, and two of them managed to make this list after having been live for less than a month.

1. More than Keywords: 7 Concepts of Advanced On-Page SEO
October 21 – Posted by Cyrus Shepard
As marketers, helping search engines understand what our content means is one of our most important tasks. Search engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means. This post explores a series of on-page techniques that not only build upon one another, but can be combined in sophisticated ways.

Dr-Pete

2. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

randfish

3. Dear Google, Links from YouMoz Don’t Violate Your Quality Guidelines
July 23 – Posted by Rand Fishkin
Recently, Moz contributor Scott Wyden, a photographer in New Jersey, received a warning in his Google Webmaster Tools about some links that violated Google’s Quality Guidelines. One example was from moz.com.

MarieHaynes

4. Your Google Algorithm Cheat Sheet: Panda, Penguin, and Hummingbird
June 11 – Posted by Marie Haynes
Do you have questions about the Panda algorithm, the Penguin algorithm, or Hummingbird? This guide explains in lay terms what each of these Google algorithm changes is about and how to improve your site so that it looks better in the eyes of the big G.

randfish

5. Thank You for 10 Incredible Years
October 06 – Posted by Rand Fishkin
It’s been 10 amazing years since Rand started the blog that would turn into SEOmoz and then Moz, and we never could have come this far without you all. You’ll find letters of appreciation from Rand and Sarah in this post (along with a super-cool video retrospective!), and from all of us at Moz, thank you!

6. Illustrated Guide to Advanced On-Page Topic Targeting for SEO
November 17 – Posted by Cyrus Shepard
The concepts of advanced on-page SEO are dizzying: LDA, co-occurrence, and entity salience. The question is “How can I easily incorporate these techniques into my content for higher rankings?” The truth is, you can create optimized pages that rank well without understanding complex algorithms.

josh_bachynski

7. Panda 4.1 Google Leaked Dos and Don’ts – Whiteboard Friday
December 05 – Posted by Josh Bachynski
Panda is about so much more than good content. Let Josh Bachynski give you the inside information on the highlights of what you should (and should not) be doing.

OliGardner

8. The Most Entertaining Guide to Landing Page Optimization You’ll Ever Read
May 20 – Posted by Oli Gardner
If you’ve ever been bored while reading a blog post, your life just got better. If you’ve ever wanted to learn about conversion rate optimization, and how to design high-converting landing pages, without falling asleep, you’re in the right place. Buckle up, and prepare to be entertained in your learning regions.

randfish

9. Does SEO Boil Down to Site Crawlability and Content Quality? – Whiteboard Friday
July 11 – Posted by Rand Fishkin
What does good SEO really mean these days? Rand takes us beyond crawlability and content quality for a peek inside the art and science of the practice.

randfish

10. How to Avoid the Unrealistic Expectations SEOs Often Create – Whiteboard Friday
December 12 – Posted by Rand Fishkin
Making promises about SEO results too often leads to broken dreams and shredded contracts. In today’s Whiteboard Friday, Rand shows us how to set expectations that lead to excitement but help prevent costly misunderstandings.

5. Top Moz Blog posts by number of comments

While the discussions can take a big chunk out of an already busy day, the conversations we get to have with our community members (and the conversations they have with each other) in the comments below our posts is absolutely one of our favorite parts of the blog. These 10 posts garnered quite a bit of discussion (some with a fair amount of controversy), and are fascinating to follow.

1. Take the SEO Expert Quiz and Rule the Internet
May 28 – Posted by Cyrus Shepard
You are master of the keyword. You create 1,000 links with a single tweet. Google engineers ask for your approval before updating their algorithm. You, my friend, are an SEO Expert. Prove it by taking our new SEO Expert Quiz.

2. The Rules of Link Building – Whiteboard Friday
April 04 – Posted by Cyrus Shepard
Google is increasingly playing the referee in the marketing game, and many marketers are simply leaving instead of playing by the rules. In today’s Whiteboard Friday, Cyrus Shepard takes a time-out to explain a winning strategy.

randfish

3. Dear Google, Links from YouMoz Don’t Violate Your Quality Guidelines
July 23 – Posted by Rand Fishkin
Recently, Moz contributor Scott Wyden, a photographer in New Jersey, received a warning in his Google Webmaster Tools about some links that violated Google’s Quality Guidelines. One example was from moz.com.

Dr-Pete

4. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

Carla_Dawson

5. SEO Teaching: Should SEO Be Taught at Universities?
October 09 – Posted by Carla Dawson
Despite the popularity and importance of SEO, the field has yet to gain significant traction at the university level other than a few courses here and there offered as part of a broader digital marketing degree. The tide could be turning, however slowly.

6. 12 Ways to Increase Traffic From Google Without Building Links
March 11 – Posted by Cyrus Shepard
The job of the Technical SEO becomes more complex each year, but we also have more opportunities now than ever. Here are 12 ways you can improve your rankings without relying on link building.

evolvingSEO

7. The Broken Art of Company Blogging (and the Ignored Metric that Could Save Us All)
July 22 – Posted by Dan Shure
Company blogging is broken. We’re tricking ourselves into believing they’re successful while ignoring the one signal we have that tells us whether they’re actually working.

MichaelC

8. Real-World Panda Optimization – Whiteboard Friday
August 01 – Posted by Michael Cottam
From the originality of your content to top-heavy posts, there’s a lot that the Panda algorithm is looking for. In today’s Whiteboard Friday, Michael Cottam explains what these things are, and more importantly, what we can do to be sure we get the nod from this particular bear.

EricaMcGillivray

9. Ways to Proactively Welcome Women Into Online Marketing
September 17 – Posted by Erica McGillivray
SEO may be a male-dominated industry, but let’s step out of our biases and work hard to welcome women, and marketers of all stripes, into our community.

10. More than Keywords: 7 Concepts of Advanced On-Page SEO
October 21 – Posted by Cyrus Shepard
As marketers, helping search engines understand what our content means is one of our most important tasks. Search engines can’t read pages like humans can, so we incorporate structure and clues as to what our content means. This post explores a series of on-page techniques that not only build upon one another, but can be combined in sophisticated ways.

6. Top Moz Blog posts by number of linking root domains

What, you thought you’d get to the bottom of the post without seeing a traditional SEO metric? =)

Dr-Pete

1. New Title Tag Guidelines & Preview Tool
March 20 – Posted by Dr. Peter J. Meyers
Google’s 2014 redesign had a big impact on search result titles, cutting them off much sooner. This post includes a title preview tool and takes a data-driven approach to finding the new limit.

Dr-Pete

2. Panda 4.0, Payday Loan 2.0 & eBay’s Very Bad Day
May 21 – Posted by Dr. Peter J. Meyers
Preliminary analysis of the Panda 4.0 and Payday Loan 2.0 updates, major algorithm flux on May 19th, and a big one-day rankings drop for eBay.

iPullRank

3. Personas: The Art and Science of Understanding the Person Behind the Visit
January 29 – Posted by Michael King
With the erosion of keyword intelligence and the move to strings-not-things for the user, Google is pushing all marketers to focus more on their target audience. This post will teach you how to understand that audience, the future of Google, and how to build data-driven personas step by step.

briancarter

4. Why Every Business Should Spend at Least $1 per Day on Facebook Ads
February 19 – Posted by Brian Carter
For the last three years I’ve constantly recommended Facebook ads. I recommend them to both B2C and B2B businesses. I recommend them to local theaters and comedians here in Charleston, SC. I recommend them to everyone who wants to grow awareness about anything they’re doing. Here’s why.

JamesAgate

5. The New Link Building Survey 2014 – Results
July 16 – Posted by James Agate
How has the marketing industry changed its views of link building since last year? James Agate of Skyrocket SEO is back with the results of a brand new survey.

Dr-Pete

6. Google’s 2014 Redesign: Before and After
March 13 – Posted by Dr. Peter J. Meyers
Google’s SERP and ad format redesign may finally be rolling out, after months of testing. Before we lose the old version forever, here’s the before-and-after of every major vertical that’s changed.

7. Google Announces the End of Author Photos in Search: What You Should Know
June 26 – Posted by Cyrus Shepard
Many of us have been constantly advising webmasters to connect their content writers with Google authorship, and it came as a shock when John Mueller announced Google will soon drop authorship photos from regular search results. Let’s examine what this means.

randfish

8. The Greatest Misconception in Content Marketing – Whiteboard Friday
April 25 – Posted by Rand Fishkin
Great content certainly helps business, but it isn’t as simple as “publish, share, convert new customers.” In today’s Whiteboard Friday, Rand explains what’s really going on.

OliGardner

9. The Most Entertaining Guide to Landing Page Optimization You’ll Ever Read
May 20 – Posted by Oli Gardner
If you’ve ever been bored while reading a blog post, your life just got better. If you’ve ever wanted to learn about conversion rate optimization, and how to design high-converting landing pages, without falling asleep, you’re in the right place. Buckle up, and prepare to be entertained in your learning regions.

MarieHaynes

10. Your Google Algorithm Cheat Sheet: Panda, Penguin, and Hummingbird
June 11 – Posted by Marie Haynes
Do you have questions about the Panda algorithm, the Penguin algorithm, or Hummingbird? This guide explains in lay terms what each of these Google algorithm changes is about and how to improve your site so that it looks better in the eyes of the big G.

7. Top comments from our community by number of thumbs up

These 10 comments were the most thumbed-up of any on our blogs this year, offering voices of reason that stand out from the crowd. 

MarieHaynes

1. Marie Haynes | July 23
Commented on: 
Dear Google, Links from YouMoz Don’t Violate Your Quality Guidelines

Backlinko

2. Brian Dean | September 30
Commented on: 
The Myth of Google’s 200 Ranking Factors

mpezet

3. Martin Pezet | July 22
Commented on: 
The Broken Art of Company Blogging (and the Ignored Metric that Could Save Us All)

dannysullivan

4. Danny Sullivan | July 23
Commented on: 
Dear Google, Links from YouMoz Don’t Violate Your Quality Guidelines

5. Cyrus Shepard | October 21
Commented on: 
More than Keywords: 7 Concepts of Advanced On-Page SEO

SarahBird

6. Sarah Bird | September 17
Commented on: 
Ways to Proactively Welcome Women Into Online Marketing

randfish

7. Rand Fishkin | July 04
Commented on: 
5 Fashion Hacks for the Modern Male Marketer – Whiteboard Friday

mpezet

8. Martin Pezet | September 30
Commented on: 
The Myth of Google’s 200 Ranking Factors

FangDigitalMarketing

9. Jeff Ferguson | October 24
Commented on: 
Is It Possible to Have Good SEO Simply by Having Great Content – Whiteboard Friday

magicrob

10. Robert Duckers | March 20
Commented on: 
New Title Tag Guidelines & Preview Tool

8. Top commenters from our community by total thumbs up

We calculated this one a bit differently this year. In the past, we’ve shown the top community members by sheer number of comments. We don’t want, however, to imply that being prolific is necessarily good within itself. So, we added up all the thumbs-up that each comment on our blogs has received, and figured out which community members racked up the most thumbs over the course of the year. (We’ve intentionally omitted staff members and associates from this list, as they’d stack the deck pretty heavily!)

The graphics to the right of each community member show the number of comments they’ve left on blog posts in 2014 as well as the total number of thumbs up those comments have received.

This list is truly an illustration of how amazing the Moz community is. This site would hardly be anything without all of you, and we
so appreciate your involvement on such a regular basis!

SamuelScott

1. Samuel Scott (Moz username: SamuelScott)
MozPoints: 1557 | Rank: 54

paints-n-design

2. Andreas Becker (Moz username: paints-n-design)
MozPoints: 667 | Rank: 148

MarieHaynes

3. Marie Haynes (Moz username: MarieHaynes)
MozPoints: 4706 | Rank: 7

MarkTraphagen

4. Mark Traphagen (Moz username: MarkTraphagen)
MozPoints: 993 | Rank: 102

steviephil

5. Steve Morgan (Moz username: steviephil)
MozPoints: 1249 | Rank: 72

russangular

6. Russ Jones (Moz username: russangular)
MozPoints: 3282 | Rank: 16

mpezet

7. Martin Pezet (Moz username: mpezet)
MozPoints: 464 | Rank: 211

Pixelbypixel

8. Chris Painter (Moz username: Pixelbypixel)
MozPoints: 2707 | Rank: 25

billslawski

9. Bill Slawski (Moz username: billslawski)
MozPoints: 709 | Rank: 140

danatanseo

10. Dana Tan (Moz username: danatanseo)
MozPoints: 4071 | Rank: 11

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