These five email programs will make you stand out in the inbox

So, you’ve made the decision to take on an ecommerce connector using Commerce Flow or Magento, for instance; it’s all hooked up with dotmailer and ready to go. What next?

As with all data-driven marketing, your customer insight has to sit at the very heart of your email. This is particularly the case if you wish to move away from ‘batch and blast’ – or ‘spray and pray’ as I like to call it – to sending the right message, to the right person, at the right time.

An extension to this mantra is also “on the right channel”. With the recent acquisition of COMAPI, dotmailer customers now have more choice over the digital channels on which to convey marketing messages – but that’s a blog for another day.

Automation is a method that enables time-poor marketers to deliver the right message, to the right person, at the right time. BUT, the triggers to enrol a subscriber onto an automation program (or the logic behind it) is all based on… Well you guessed it – data.

Hooking up your ecommerce platform with dotmailer ensures you get valuable transactional data into your email platform, empowering you to tailor the experience around the actions of subscribers.

So, I’ve collated the must-have automations that – regardless of what product you’re selling – should be at the top of your list. And once implemented, you can scope programs as per the industry or sector you’re operating in.

1. Welcome program

The welcome journey would be the first email contact you have with subscribers after they’ve signed up. As with the real world, you’ve only one shot to make a good impression, so make it count!

Your welcome program should set the tone of what subscribers will receive moving forward. A good starting place is a three-part series:

  • In the first email, thank your subscribers for signing up and reinforce the reasons why they did so in the first place – this is the prime time to shout about your USPs and the exclusive benefits of being opted-in.
  • As a follow up to the initial email, you should begin building your relationship with customers by telling them your brand story. Make sure subscribers understand your USPs and make your proposition as compelling as possible, recommending the most-viewed or most-purchased products on your site for instance.
  • Email three is the perfect opportunity to prompt subscribers to act. If they haven’t made their first purchase yet, encourage them to do so. If they have made their first purchase, ask them instead to fill in your preference center so you can further tailor their digital experience.

Charlotte Tilbury’s stylish welcome email provides subscribers with a backdrop to the brand and asks for details – such as hair color and skin tone – to drive relevant communications.

2. Post-purchase program

Now that subscribers have made their first purchase, it’s time to enrol them onto an aftersales program that communicates thanks and rewards them for their business with you over that of a competitor. It doesn’t have to be a discount (although research we’ve conducted with the Direct Marketing Association indicates that discounts and money offs are most effective); you can reinforce their decision was the right one by highlighting relevant customer testimonials and awarding loyalty points. Remember, reassurance (especially of an impulsive buy) goes a long way.

With every purchase that follows, customers can be automatically enrolled onto an aftersales program that collects product reviews and drives value-added content; both are likely to bolster UGC for other email programs and enrich your brand’s credibility.

Tangle Teezer does a great job of maximizing its customer loyalty with product-focused tips and inspiring UCG.

3. Abandoned cart

In my experience, this is the automation of automations. Abandoned cart is without a doubt the highest revenue-generating program I’ve come across. Subscribers – whether intentionally or unintentionally – leave their carts full and unattended; sending them a prompt reminder so that they ‘don’t miss out’ or even a cheeky discount (if it’s been a slow month) is guaranteed to produce great results.

I would experiment between a one- and three-stage abandoned cart program to see what works best for you. But be warned, some of the more savvier consumers will abandon their purchase intentionally to seek out a discount code, as they recognize that many brands will use it as incentive to recover lost carts.

Oliver Bonas tempts subscribers back to their cart using data-triggered notifications.

4. Loyalty program

Loyalty programs can be straightforward and help you generate the advocacy enjoyed by the likes of ASOS, winner of our 2017 benchmark report – Hitting the Mark.

The logic behind a loyalty program could be as simple as having the enrollment criteria set to customers’ average order value (AOV) or a minimum number of orders made in the last 6 months. Conditions to enroll might be an AOV that’s equal to or greater than £100, for instance.

An automation can be triggered when the rules you’ve set up have been met, informing loyal customers that they’ve qualified for membership in a special VIP club, and of their exclusive access to additional benefits or gifts.

Triggering this automation will update the relative ‘data-field’ within dotmailer, marking customers that have enrolled as ‘VIPs’. You can then leverage this insight to enrich the relevancy of your business-as-usual newsletters, using dynamic content to display extra information that’s exclusive to your more loyal customers.

Conversely, another automation could be built and triggered if customers’ AOV or number of orders (made over a certain period) are below the prerequisites of entering the VIP club; they’d be either encouraged to make a purchase or enrolled onto a winback program.

Ellisons drip-feeds discounts to customers as means to strengthen retention and inspire loyalty.

5. Re-engagement program

A re-engagement (or winback) program could be based on a period of subscriber inactivity – i.e. the last time subscribers have opened or clicked in an email. Pro:Direct, for example, prompts unengaged subscribers to remain in the loop or connect on other channels.

But in an ecommerce scenario, I’d base the criterion on when they last made a purchase.

If a number of days or months has elapsed and a subscriber hasn’t made a purchase, sending a ‘we miss you’ campaign is sure to rouse their engagement and compel them to act. Things to potentially include are some inspirational UGC, USPs, freebies or a discretionary discount.

Ready, set, go!

Once you’ve got these five automations in place, you’re well on the road to delivering the right message, to the right person, at the right time. If you’d like more advice on tailoring automations to your business, please feel free to contact your account manager.

And for more automation inspiration, check out our best practice guide on growing your ecommerce business with email.

The post These five email programs will make you stand out in the inbox appeared first on The Marketing Automation Blog.

Reblogged 3 months ago from blog.dotmailer.com

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

Posted by randfish

There’s no doubt that quite a bit has changed about SEO, and that the field is far more integrated with other aspects of online marketing than it once was. In today’s Whiteboard Friday, Rand pushes back against the idea that effective modern SEO doesn’t require any technical expertise, outlining a fantastic list of technical elements that today’s SEOs need to know about in order to be truly effective.

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

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week I’m going to do something unusual. I don’t usually point out these inconsistencies or sort of take issue with other folks’ content on the web, because I generally find that that’s not all that valuable and useful. But I’m going to make an exception here.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

We have to be able to understand things like;

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

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

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

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

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

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

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

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

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

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

Video transcription by Speechpad.com

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Reblogged 2 years ago from tracking.feedpress.it

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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Reblogged 2 years ago from tracking.feedpress.it

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

Posted by Isla_McKetta

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

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

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

Editorial calendars

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

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

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

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

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

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

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

Content governance

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

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

Finding authors

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

In-house authors

Guest authors and freelancers

Responsible to

You

Themselves

Paid by

You (as part of their salary)

You (on a per-piece basis)

Subject matter expertise

Broad but shallow

Deep but narrow

Capacity for extra work

As you wish

Show me the Benjamins

Turnaround time

On a dime

Varies

Communication investment

Less

More

Devoted audience

Smaller

Potentially huge

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

Tools to help with content creation

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

Calendars

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

Ideation and research

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

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

Format

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

Illustration

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

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

Quality, not quantity

Mediocre content will hurt your cause

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

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

A word about copyright

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

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

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

Editing

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

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

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

Ensuring proper basic SEO

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

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

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

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

Finding time to write when you don’t have any

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

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

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

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

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

Working with design/development

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

Ask for feedback

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

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

Check in

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

Proofread

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

Know when to fight for an idea

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

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

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Reblogged 2 years ago from tracking.feedpress.it

The Importance of Being Different: Creating a Competitive Advantage With Your USP

Posted by TrentonGreener

“The one who follows the crowd will usually go no further than the crowd. Those who walk alone are likely to find themselves in places no one has ever been before.”

While this quote has been credited to everyone from Francis Phillip Wernig, under the pseudonym Alan Ashley-Pitt, to Einstein himself, the powerful message does not lose its substance no matter whom you choose to credit. There is a very important yet often overlooked effect of not heeding this warning. One which can be applied to all aspects of life. From love and happiness, to business and marketing, copying what your competitors are doing and failing to forge your own path can be a detrimental mistake.

While as marketers we are all acutely aware of the importance of differentiation, we’ve been trained for the majority of our lives to seek out the norm.

We spend the majority of our adolescent lives trying desperately not to be different. No one has ever been picked on for being too normal or not being different enough. We would beg our parents to buy us the same clothes little Jimmy or little Jamie wore. We’d want the same backpack and the same bike everyone else had. With the rise of the cell phone and later the smartphone, on hands and knees, we begged and pleaded for our parents to buy us the Razr, the StarTAC (bonus points if you didn’t have to Google that one), and later the iPhone. Did we truly want these things? Yes, but not just because they were cutting edge and nifty. We desired them because the people around us had them. We didn’t want to be the last to get these devices. We didn’t want to be different.

Thankfully, as we mature we begin to realize the fallacy that is trying to be normal. We start to become individuals and learn to appreciate that being different is often seen as beautiful. However, while we begin to celebrate being different on a personal level, it does not always translate into our business or professional lives.

We unconsciously and naturally seek out the normal, and if we want to be different—truly different in a way that creates an advantage—we have to work for it.

The truth of the matter is, anyone can be different. In fact, we all are very different. Even identical twins with the same DNA will often have starkly different personalities. As a business, the real challenge lies in being different in a way that is relevant, valuable to your audience, and creates an advantage.

“Strong products and services are highly differentiated from all other products and services. It’s that simple. It’s that difficult.” – Austin McGhie, Brand Is a Four Letter Word

Let’s explore the example of Revel Hotel & Casino. Revel is a 70-story luxury casino in Atlantic City that was built in 2012. There is simply not another casino of the same class in Atlantic City, but there might be a reason for this. Even if you’re not familiar with the city, a quick jump onto Atlantic City’s tourism website reveals that of the five hero banners that rotate, not one specifically mentions gambling, but three reference the boardwalk. This is further illustrated when exploring their internal linking structure. The beaches, boardwalk, and shopping all appear before a single mention of casinos. There simply isn’t as much of a market for high-end gamblers in the Atlantic City area; in the states Las Vegas serves that role. So while Revel has a unique advantage, their ability to attract customers to their resort has not resulted in profitable earnings reports. In Q2 2012, Revel had a gross operating loss of $35.177M, and in Q3 2012 that increased to $36.838M.

So you need to create a unique selling proposition (also known as unique selling point and commonly referred to as a USP), and your USP needs to be valuable to your audience and create a competitive advantage. Sounds easy enough, right? Now for the kicker. That advantage needs to be as sustainable as physically possible over the long term.

“How long will it take our competitors to duplicate our advantage?”

You really need to explore this question and the possible solutions your competitors could utilize to play catch-up or duplicate what you’ve done. Look no further than Google vs Bing to see this in action. No company out there is going to just give up because your USP is so much better; most will pivot or adapt in some way.

Let’s look at a Seattle-area coffee company of which you may or may not be familiar. Starbucks has tried quite a few times over the years to level-up their tea game with limited success, but the markets that Starbucks has really struggled to break into are the pastry, breads, dessert, and food markets.

Other stores had more success in these markets, and they thought that high-quality teas and bakery items were the USPs that differentiated them from the Big Bad Wolf that is Starbucks. And while they were right to think that their brick house would save them from the Big Bad Wolf for some time, this fable doesn’t end with the Big Bad Wolf in a boiling pot.

Never underestimate your competitor’s ability to be agile, specifically when overcoming a competitive disadvantage.

If your competitor can’t beat you by making a better product or service internally, they can always choose to buy someone who can.

After months of courting, on June 4th, 2012 Starbucks announced that they had come to an agreement to purchase La Boulange in order to “elevate core food offerings and build a premium, artisanal bakery brand.” If you’re a small-to-medium sized coffee shop and/or bakery that even indirectly competed with Starbucks, a new challenger approaches. And while those tea shops momentarily felt safe within the brick walls that guarded their USP, on the final day of that same year, the Big Bad Wolf huffed and puffed and blew a stack of cash all over Teavana. Making Teavana a wholly-owned subsidiary of Starbucks for the low, low price of $620M.

Sarcasm aside, this does a great job of illustrating the ability of companies—especially those with deep pockets—to be agile, and demonstrates that they often have an uncanny ability to overcome your company’s competitive advantage. In seven months, Starbucks went from a minor player in these markets to having all the tools they need to dominate tea and pastries. Have you tried their raspberry pound cake? It’s phenomenal.

Why does this matter to me?

Ok, we get it. We need to be different, and in a way that is relevant, valuable, defensible, and sustainable. But I’m not the CEO, or even the CMO. I cannot effect change on a company level; why does this matter to me?

I’m a firm believer that you effect change no matter what the name plate on your desk may say. Sure, you may not be able to call an all-staff meeting today and completely change the direction of your company tomorrow, but you can effect change on the parts of the business you do touch. No matter your title or area of responsibility, you need to know your company’s, client’s, or even a specific piece of content’s USP, and you need to ensure it is applied liberally to all areas of your work.

Look at this example SERP for “Mechanics”:

While yes, this search is very likely to be local-sensitive, that doesn’t mean you can’t stand out. Every single AdWords result, save one, has only the word “Mechanics” in the headline. (While the top of page ad is pulling description line 1 into the heading, the actual headline is still only “Mechanic.”) But even the one headline that is different doesn’t do a great job of illustrating the company’s USP. Mechanics at home? Whose home? Mine or theirs? I’m a huge fan of Steve Krug’s “Don’t Make Me Think,” and in this scenario there are too many questions I need answered before I’m willing to click through. “Mechanics; We Come To You” or even “Traveling Mechanics” illustrates this point much more clearly, and still fits within the 25-character limit for the headline.

If you’re an AdWords user, no matter how big or small your monthly spend may be, take a look at your top 10-15 keywords by volume and evaluate how well you’re differentiating yourself from the other brands in your industry. Test ad copy that draws attention to your USP and reap the rewards.

Now while this is simply an AdWords text ad example, the same concept can be applied universally across all of marketing.

Title tags & meta descriptions

As we alluded to above, not only do companies have USPs, but individual pieces of content can, and should, have their own USP. Use your title tag and meta description to illustrate what differentiates your piece of content from the competition and do so in a way that attracts the searcher’s click. Use your USP to your advantage. If you have already established a strong brand within a specific niche, great! Now use it to your advantage. Though it’s much more likely that you are competing against a strong brand, and in these scenarios ask yourself, “What makes our content different from theirs?” The answer you come up with is your content’s USP. Call attention to that in your title tag and meta description, and watch the CTR climb.

I encourage you to hop into your own site’s analytics and look at your top 10-15 organic landing pages and see how well you differentiate yourself. Even if you’re hesitant to negatively affect your inbound gold mines by changing the title tags, run a test and change up your meta description to draw attention to your USP. In an hour’s work, you just may make the change that pushes you a little further up those SERPs.

Branding

Let’s break outside the world of digital marketing and look at the world of branding. Tom’s Shoes competes against some heavy hitters in Nike, Adidas, Reebok, and Puma just to name a few. While Tom’s can’t hope to compete against the marketing budgets of these companies in a fair fight, they instead chose to take what makes them different, their USP, and disseminate it every chance they get. They have labeled themselves “The One for One” company. It’s in their homepage’s title tag, in every piece of marketing they put out, and it smacks you in the face when you land on their site. They even use the call-to-action “Get Good Karma” throughout their site.

Now as many of us may know, partially because of the scandal it created in late 2013, Tom’s is not actually a non-profit organization. No matter how you feel about the matter, this marketing strategy has created a positive effect on their bottom line. Fast Company conservatively estimated their revenues in 2013 at $250M, with many estimates being closer to the $300M mark. Not too bad of a slice of the pie when competing against the powerhouses Tom’s does.

Wherever you stand on this issue, Tom’s Shoes has done a phenomenal job of differentiating their brand from the big hitters in their industry.

Know your USP and disseminate it every chance you get.

This is worth repeating. Know your USP and disseminate it every chance you get, whether that be in title tags, ad copy, on-page copy, branding, or any other segment of your marketing campaigns. Online or offline, be different. And remember the quote that we started with, “The one who follows the crowd will usually go no further than the crowd. Those who walk alone are likely to find themselves in places no one has ever been before.”

The amount of marketing knowledge that can be taken from this one simple statement is astounding. Heed the words, stand out from the crowd, and you will have success.

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Reblogged 3 years ago from tracking.feedpress.it

Big Data, Big Problems: 4 Major Link Indexes Compared

Posted by russangular

Given this blog’s readership, chances are good you will spend some time this week looking at backlinks in one of the growing number of link data tools. We know backlinks continue to be one of, if not the most important
parts of Google’s ranking algorithm. We tend to take these link data sets at face value, though, in part because they are all we have. But when your rankings are on the line, is there a better way to get at which data set is the best? How should we go
about assessing these different link indexes like
Moz,
Majestic, Ahrefs and SEMrush for quality? Historically, there have been 4 common approaches to this question of index quality…

  • Breadth: We might choose to look at the number of linking root domains any given service reports. We know
    that referring domains correlates strongly with search rankings, so it makes sense to judge a link index by how many unique domains it has
    discovered and indexed.
  • Depth: We also might choose to look at how deep the web has been crawled, looking more at the total number of URLs
    in the index, rather than the diversity of referring domains.
  • Link Overlap: A more sophisticated approach might count the number of links an index has in common with Google Webmaster
    Tools.
  • Freshness: Finally, we might choose to look at the freshness of the index. What percentage of links in the index are
    still live?

There are a number of really good studies (some newer than others) using these techniques that are worth checking out when you get a chance:

  • BuiltVisible analysis of Moz, Majestic, GWT, Ahrefs and Search Metrics
  • SEOBook comparison of Moz, Majestic, Ahrefs, and Ayima
  • MatthewWoodward
    study of Ahrefs, Majestic, Moz, Raven and SEO Spyglass
  • Marketing Signals analysis of Moz, Majestic, Ahrefs, and GWT
  • RankAbove comparison of Moz, Majestic, Ahrefs and Link Research Tools
  • StoneTemple study of Moz and Majestic

While these are all excellent at addressing the methodologies above, there is a particular limitation with all of them. They miss one of the
most important metrics we need to determine the value of a link index: proportional representation to Google’s link graph
. So here at Angular Marketing, we decided to take a closer look.

Proportional representation to Google Search Console data

So, why is it important to determine proportional representation? Many of the most important and valued metrics we use are built on proportional
models. PageRank, MozRank, CitationFlow and Ahrefs Rank are proportional in nature. The score of any one URL in the data set is relative to the
other URLs in the data set. If the data set is biased, the results are biased.

A Visualization

Link graphs are biased by their crawl prioritization. Because there is no full representation of the Internet, every link graph, even Google’s,
is a biased sample of the web. Imagine for a second that the picture below is of the web. Each dot represents a page on the Internet,
and the dots surrounded by green represent a fictitious index by Google of certain sections of the web.

Of course, Google isn’t the only organization that crawls the web. Other organizations like Moz,
Majestic, Ahrefs, and SEMrush
have their own crawl prioritizations which result in different link indexes.

In the example above, you can see different link providers trying to index the web like Google. Link data provider 1 (purple) does a good job
of building a model that is similar to Google. It isn’t very big, but it is proportional. Link data provider 2 (blue) has a much larger index,
and likely has more links in common with Google that link data provider 1, but it is highly disproportional. So, how would we go about measuring
this proportionality? And which data set is the most proportional to Google?

Methodology

The first step is to determine a measurement of relativity for analysis. Google doesn’t give us very much information about their link graph.
All we have is what is in Google Search Console. The best source we can use is referring domain counts. In particular, we want to look at
what we call
referring domain link pairs. A referring domain link pair would be something like ask.com->mlb.com: 9,444 which means
that ask.com links to mlb.com 9,444 times.

Steps

  1. Determine the root linking domain pairs and values to 100+ sites in Google Search Console
  2. Determine the same for Ahrefs, Moz, Majestic Fresh, Majestic Historic, SEMrush
  3. Compare the referring domain link pairs of each data set to Google, assuming a
    Poisson Distribution
  4. Run simulations of each data set’s performance against each other (ie: Moz vs Maj, Ahrefs vs SEMrush, Moz vs SEMrush, et al.)
  5. Analyze the results

Results

When placed head-to-head, there seem to be some clear winners at first glance. In head-to-head, Moz edges out Ahrefs, but across the board, Moz and Ahrefs fare quite evenly. Moz, Ahrefs and SEMrush seem to be far better than Majestic Fresh and Majestic Historic. Is that really the case? And why?

It turns out there is an inversely proportional relationship between index size and proportional relevancy. This might seem counterintuitive,
shouldn’t the bigger indexes be closer to Google? Not Exactly.

What does this mean?

Each organization has to create a crawl prioritization strategy. When you discover millions of links, you have to prioritize which ones you
might crawl next. Google has a crawl prioritization, so does Moz, Majestic, Ahrefs and SEMrush. There are lots of different things you might
choose to prioritize…

  • You might prioritize link discovery. If you want to build a very large index, you could prioritize crawling pages on sites that
    have historically provided new links.
  • You might prioritize content uniqueness. If you want to build a search engine, you might prioritize finding pages that are unlike
    any you have seen before. You could choose to crawl domains that historically provide unique data and little duplicate content.
  • You might prioritize content freshness. If you want to keep your search engine recent, you might prioritize crawling pages that
    change frequently.
  • You might prioritize content value, crawling the most important URLs first based on the number of inbound links to that page.

Chances are, an organization’s crawl priority will blend some of these features, but it’s difficult to design one exactly like Google. Imagine
for a moment that instead of crawling the web, you want to climb a tree. You have to come up with a tree climbing strategy.

  • You decide to climb the longest branch you see at each intersection.
  • One friend of yours decides to climb the first new branch he reaches, regardless of how long it is.
  • Your other friend decides to climb the first new branch she reaches only if she sees another branch coming off of it.

Despite having different climb strategies, everyone chooses the same first branch, and everyone chooses the same second branch. There are only
so many different options early on.

But as the climbers go further and further along, their choices eventually produce differing results. This is exactly the same for web crawlers
like Google, Moz, Majestic, Ahrefs and SEMrush. The bigger the crawl, the more the crawl prioritization will cause disparities. This is not a
deficiency; this is just the nature of the beast. However, we aren’t completely lost. Once we know how index size is related to disparity, we
can make some inferences about how similar a crawl priority may be to Google.

Unfortunately, we have to be careful in our conclusions. We only have a few data points with which to work, so it is very difficult to be
certain regarding this part of the analysis. In particular, it seems strange that Majestic would get better relative to its index size as it grows,
unless Google holds on to old data (which might be an important discovery in and of itself). It is most likely that at this point we can’t make
this level of conclusion.

So what do we do?

Let’s say you have a list of domains or URLs for which you would like to know their relative values. Your process might look something like
this…

  • Check Open Site Explorer to see if all URLs are in their index. If so, you are looking metrics most likely to be proportional to Google’s link graph.
  • If any of the links do not occur in the index, move to Ahrefs and use their Ahrefs ranking if all you need is a single PageRank-like metric.
  • If any of the links are missing from Ahrefs’s index, or you need something related to trust, move on to Majestic Fresh.
  • Finally, use Majestic Historic for (by leaps and bounds) the largest coverage available.

It is important to point out that the likelihood that all the URLs you want to check are in a single index increases as the accuracy of the metric
decreases. Considering the size of Majestic’s data, you can’t ignore them because you are less likely to get null value answers from their data than
the others. If anything rings true, it is that once again it makes sense to get data
from as many sources as possible. You won’t
get the most proportional data without Moz, the broadest data without Majestic, or everything in-between without Ahrefs.

What about SEMrush? They are making progress, but they don’t publish any relative statistics that would be useful in this particular
case. Maybe we can hope to see more from them soon given their already promising index!

Recommendations for the link graphing industry

All we hear about these days is big data; we almost never hear about good data. I know that the teams at Moz,
Majestic, Ahrefs, SEMrush and others are interested in mimicking Google, but I would love to see some organization stand up against the
allure of
more data in favor of better data—data more like Google’s. It could begin with testing various crawl strategies to see if they produce
a result more similar to that of data shared in Google Search Console. Having the most Google-like data is certainly a crown worth winning.

Credits

Thanks to Diana Carter at Angular for assistance with data acquisition and Andrew Cron with statistical analysis. Thanks also to the representatives from Moz, Majestic, Ahrefs, and SEMrush for answering questions about their indices.

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Reblogged 3 years ago from tracking.feedpress.it