Becoming an Industry Thought Leader: Advanced Techniques for Finding the Best Places to Pitch Guest Posts

Posted by KristinTynski

If you’re involved in any kind of digital PR — or pitching content to writers to expand your brand awareness and build strong links — then you know how hard it can be to find a good home for your content.

I’m about to share the process you can use to identify the best, highest ROI publishers for building consistent, mutually beneficial guest posting relationships with.

This knowledge has been invaluable in understanding which publications have the best reach and authority to other known vertical/niche experts, allowing you to share your own authority within these readership communities.

Before we get started, there’s a caveat: If you aren’t willing to develop true thought leadership, this process won’t work for you. The prerequisite for success here is having a piece of content that is new, newsworthy, and most likely data-driven.

Now let’s get to the good stuff.

Not all publications are equal

Guest posting can increase awareness of your brand, create link authority, and ultimately generate qualified leads. However, that only happens if you pick publishers that have:

  • The trust of your target audience.
  • Topical relevance and authority.
  • Sufficiently large penetration in readership amongst existing authorities in your niche/vertical.

A big trap many fall into is not properly prioritizing their guest posting strategy along these three important metrics.

To put this strategy into context, I’ll provide a detailed methodology for understanding the “thought leadership” space of two different verticals. I’ll also include actionable tips for developing a prioritized list of targets for winning guest spots or columns with your killer content.

It all starts with BuzzSumo

We use BuzzSumo data as the starting point for developing these interactive elements. For this piece, the focus will be on looking at data pulled from their Influencer and Shared Links APIs.

Let’s begin by looking at the data we’re after in the regular user interface. On the Influencers tab, we start by selecting a keyword most representative of the overall niche/industry/vertical we want to understand. We’ll start with “SEO.”

The list of influencers here should already be sorted, but feel free to narrow it down by applying filters. I recommend making sure your final list has 250-500 influencers as a minimum to be comprehensive.

Next, and most importantly, we want to get the links’ shared data for each of these influencers. This will be the data we use to build our network visualizations to truly understand the publishers in the space that are likely to be the highest ROI places for guest posting.

Below you can see the visual readout for one influencer.

Note the distribution of websites Gianluca Fiorelli (@gfiorelli1) most often links to on Twitter. These sites (and their percentages) will be the data we use for our visualization.

Pulling our data programmatically

Thankfully, BuzzSumo has an excellent and intuitive API, so it’s relatively easy to pull and aggregate all of the data we need. I’ve included a link to my script in Github for those who would like to do it themselves.

In general, it does the following:

  • Generates the first page of influencers for the given keyword, which is about 50. You can either update the script to iterate through pages or just update the page number it pulls from within the script and concatenate the output files after the fact.
  • For each influencer, it makes another API call and gets all of the aggregated Top Domains shared data for each influencer, which is the same as the data you see in the above pie chart visualization.
  • Aggregates all the data and exports to a CSV.

Learning from the data

Once we have our data in the format Gephi prefers for network visualizations (sample edge file), we are ready to start exploring. Let’s start with our data from the “SEO” search, for which I pulled the domain sharing data for the top 400 influencers.

A few notes:

  • The circles are called nodes. All black nodes are the influencer’s Twitter accounts. All other colored nodes are the websites.
  • The size of the nodes is based on Page Rank. This isn’t the Google Page Rank number, but instead the Page Rank within this graph alone. The larger the node, the more authoritative (and popular) that website is within the entire graph.
  • The colors of the nodes are based on a modularity algorithm in Gephi. Nodes with similar link graphs typically have the same color.

What can we learn from the SEO influencer graph?

Well, the graph is relatively evenly distributed and cohesive. This indicates that the websites and blogs that are shared most frequently are well known by the entire community.

Additionally, there are a few examples of clusters outside the primary cluster (the middle of the graph). For instance, we see a Local SEO cluster at the 10 p.m. position on the left hand side. We can also see a National Press cluster at the 6-7 p.m. position on the bottom and a French Language cluster at the 1-2 p.m. position at the top right.

Ultimately, Moz, Search Engine Journal, Search Engine Roundtable, Search Engine Land are great bets when developing and fostering guest posting relationships.

Note that part of the complication with this data has to do with publishing volume. The three largest nodes are also some of the most prolific, meaning there are more overall chances for articles to earn Tweets and other social media mentions from industry influencers. You could refining of the data further by normalizing each site by content publishing volume to find publishers who publish much less frequently and still enjoy disproportionate visibility within the industry.

Webmasters.Googleblog.com is a good example of this. They publish 3 to 4 times per month, and yet because of their influence in the industry, they’re still one of the largest and most central nodes. Of course, this makes sense given it is the only public voice of Google for our industry.

Another important thing to notice is the prominence of both YouTube and SlideShare. If you haven’t yet realized the importance and reach of these platforms, perhaps this is the proof you need. Video content and slide decks are highly shared in the SEO community by top influencers.

Differences between SEO and content marketing influencer graphs

What can we learn from the Content Marketing influencer graph?

For starters, it looks somewhat different overall from the SEO influencer graph; it’s much less cohesive and seems to have many more separate clusters. This could indicate that the content publishing sphere for content marketing is perhaps less mature, with more fragmentation and fewer central sources for consuming content marketing related content. It could also be that content marketing is descriptive of more than SEO and that different clusters are publishers that focus more on one type of content marketing vs. another (similar to what we saw with the local SEO cluster in the previous example).

Instead of 3 to 5 similarly sized market leaders, here we see one behemoth, Content Marketing Institute, a testament to both the authority of that brand and the massive amount of content they publish.

We can also see several specific clusters. For instance, the “SEO blogs” cluster in blue at the 8-9 p.m. position and the more general marketing blogs like Hubspot, MarketingProfs, and Social Media Examiner in green and mauve at the 4-5 p.m. position.

The general business top-tier press sites appear quite influential in this space as well, including Forbes, Entrepreneur, Adweek, Tech Crunch, Business Insider, Inc., which we didn’t see as much in the SEO example.

YouTube, again, is extremely important, even more so than in the SEO example.

Is it worth it?

If you’re already deep in an industry, the visualization results of this process are unlikely to shock you. As someone who’s been in the SEO/content marketing industry for 10 years, the graphs are roughly what I expected, but there certainly were some surprises.

This process will be most valuable to you when you are new to an industry or are working within a new vertical or niche. Using the python code I linked and BuzzSumo’s fantastic API and data offers the opportunity to gain a deep visual understanding of the favorite places of industry thought leaders. This knowledge acts as a basis for strategic planning toward identifying top publishers with your own guest content.

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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Local citations are dead; long live local citations!

Local citations are often thought to be the bread and butter of local SEO, but are we placing too much importance on them? Columnist Andrew Shotland discusses the results of a study which suggests we might be.

The post Local citations are dead; long live local citations! appeared first on Search…

Please visit Search Engine Land for the full article.

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Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people.  Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient.  We’re a great group of passionate people and I’m proud to have joined the dotfamily.

Dan Morris, dotmailer’s EVP for North America in the new NYC office

      1. Tell us a bit about your new role

dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them.  My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK –  so getting the right people in the right spots was critical.  We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S.  We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers.  We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support.  We’re intensely focused on ease of on-boarding, ease of use and speed of use.  We consistently hear how easy and smooth a process it is to use dotmailer’s tools.  That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it.  Customers are raving about this, so we know it’s working well.

  1. What early accomplishments are you most proud of from your dotmailer time so far?

I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together.  We spent a lot of time assessing where we needed to restructure and where we needed to invest.  We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members.  We have the right people in the right roles and it’s making a difference.  We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers.  We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster.  We have happier customers than ever before and that’s the key to everything we do.

  1. You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?

I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun.  It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about.   At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here.  We love our new, NYC space.

We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

Guests and the team at dotmailer's new NYC office warming party

Guests and the team at dotmailer’s new NYC office warming party

  1. What did you learn from your days in the start-up space that you’re applying at dotmailer?

The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment.  You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working.  dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving.  I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.

  1. What are your plans for the U.S. and the sales function there?

On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy.  It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers.  3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow.  We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.

  1. What are the most common questions that you get when speaking to a prospective customer?

The questions we usually get are around price, service level and flexibility.  How much does dotmailer cost?  How well are you going to look after my business?  How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website.  We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working.  And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.

  1. Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help.  We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.

  1. How much time is your team on the road vs. in the office? Any road warrior tips to share?

I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them.  I love seeing and hearing their reactions.

  1. Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city.  There’s so much to see and do.  Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.

Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

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Is Australia the land of opportunity for your retail brand?

Australia has a resident population of more than 24 million and, according to eMarketer, the country’s ecommerce sales are predicted to reach A$32.56 billion by 2017. The country’s remote location in the APAC region means that unlike European countries or the USA, traditionally there have been a lack of global brands sold locally.

Of course, we also know that many expatriates, particularly from inside the Commonwealth, have made Australia their home and are keen to buy products they know and love from their country of origin.

All of these factors present a huge and potentially lucrative opportunity for non-Australian brands wanting to open up their new and innovative products to a fresh market, or compete for market share.

But it’s not just non-Australian retailers who are at an advantage here: Australia was late to the ecommerce party because native, established brands were trading well without it. Subsequently, Australian retailers’ ecommerce technology stacks are much more recent and not burdened by legacy systems. This makes it much easier to extend, or get started with, best-of-breed technologies and cash in on a market that’s booming. To put some of this into perspective, Magento’s innovative ecommerce platform currently takes 42% of Australia’s market share and the world’s first adopter of Magento 2.0 was an Australian brand.

The GST loophole

At the moment, local retailers are campaigning against a rule that exempts foreign websites from being charged a 10% general sales tax (GST) on purchases under A$1,000. And in 2013, Australian consumers made $3.11 billion worth of purchases under A$1,000.[1]

While the current GST break appears to put non-Australian retailers at an advantage, Australian-based brands such as Harvey Norman are using it to their advantage by setting up ecommerce operations in Asia to enjoy the GST benefit.

Australian consumers have also countered the argument by saying that price isn’t always the motivator when it comes to making purchasing decisions.

It’s not a place where no man has gone before

Often, concerns around meeting local compliance and lack of overseas business knowledge prevent outsiders from taking the leap into cross-border trade. However, this ecommerce passport, created by Ecommerce Worldwide and NORA, is designed to support those considering selling in Australia. The guide provides a comprehensive look into everything from the country’s economy and trade status, to logistics and dealing with international payments.

Global expansion success stories are also invaluable sources of information. For instance, it’s not just lower-end retailers that are fitting the bill, with brands like online luxury fashion retailer Net-a-Porter naming Australia as one of its biggest markets.

How tech-savvy are the Aussies?

One of the concerns you might have as a new entrant into the market is how you’ll reach and sell to your new audience, particularly without having a physical presence. The good news is that more than 80% of the country is digitally enabled and 60% of mobile phone users own a smartphone – so online is deeply rooted into the majority of Australians’ lives. [2]

Marketing your brand

Heard the saying “Fire bullets then fire cannonballs”? In any case, you’ll want to test the waters and gauge people’s reactions to your product or service.

It all starts with the website because, without it, you’re not discoverable or searchable, and you’ve nowhere to drive people to when running campaigns. SEO and SEM should definitely be a priority, and an online store that can handle multiple regions and storefronts, like Magento, will make your life easier. A mobile-first mentality and well thought-out UX will also place you in a good position.

Once your new web store is set up, you should be making every effort to collect visitors’ email addresses, perhaps via a popover. Why? Firstly, email is one of the top three priority areas for Australian retailers, because it’s a cost-effective, scalable marketing channel that enables true personalization.

Secondly, email marketing automation empowers you to deliver the customer experience today’s consumer expects, as well as enabling you to communicate with them throughout the lifecycle. Check out our ‘Do customer experience masters really exist?’ whitepaper for some real-life success stories.

Like the Magento platform, dotmailer is set up to handle multiple languages, regions and accounts, and is designed to grow with you.

In summary, there’s great scope for ecommerce success in Australia, whether you’re a native bricks-and-mortar retailer, a start-up or a non-Australian merchant. The barriers to cross-border trade are falling and Australia is one of APAC’s most developed regions in terms of purchasing power and tech savviness.

We recently worked with ecommerce expert Chloe Thomas to produce a whitepaper on cross-border trade, which goes into much more detail on how to market and sell successfully in new territories. You can download a free copy here.

[1] Australian Passport 2015: Cross-Border Trading Report

[2] Australian Passport 2015: Cross-Border Trading Report

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

Posted by Isla_McKetta

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

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

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

Editorial calendars

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

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

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

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

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

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

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

Content governance

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

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

Finding authors

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

In-house authors

Guest authors and freelancers

Responsible to

You

Themselves

Paid by

You (as part of their salary)

You (on a per-piece basis)

Subject matter expertise

Broad but shallow

Deep but narrow

Capacity for extra work

As you wish

Show me the Benjamins

Turnaround time

On a dime

Varies

Communication investment

Less

More

Devoted audience

Smaller

Potentially huge

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

Tools to help with content creation

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

Calendars

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

Ideation and research

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

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

Format

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

Illustration

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

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

Quality, not quantity

Mediocre content will hurt your cause

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

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

A word about copyright

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

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

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

Editing

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

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

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

Ensuring proper basic SEO

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

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

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

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

Finding time to write when you don’t have any

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

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

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

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

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

Working with design/development

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

Ask for feedback

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

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

Check in

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

Proofread

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

Know when to fight for an idea

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

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

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

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Tips and tricks using Bookmarklets

This post is from Philip Blomsterberg. Philip is a long term SEO veteran and founder of the swedish company intripid.com Having used Majestic for a number of years Philip has put together a collection of small tools that you can use to personalise your Majestic experience. We thought you may find some of them of…

The post Tips and tricks using Bookmarklets appeared first on Majestic Blog.

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The Meta Referrer Tag: An Advancement for SEO and the Internet

Posted by Cyrus-Shepard

The movement to make the Internet more secure through HTTPS brings several useful advancements for webmasters. In addition to security improvements, HTTPS promises future technological advances and potential SEO benefits for marketers.

HTTPS in search results is rising. Recent MozCast data from Dr. Pete shows nearly 20% of first page Google results are now HTTPS.

Sadly, HTTPS also has its downsides.

Marketers run into their first challenge when they switch regular HTTP sites over to HTTPS. Technically challenging, the switch typically involves routing your site through a series of 301 redirects. Historically, these types of redirects are associated with a loss of link equity (thought to be around 15%) which can lead to a loss in rankings. This can offset any SEO advantage that Google claims switching.

Ross Hudgens perfectly summed it up in this tweet:

Many SEOs have anecdotally shared stories of HTTPS sites performing well in Google search results (and our soon-to-be-published Ranking Factors data seems to support this.) However, the short term effect of a large migration can be hard to take. When Moz recently switched to HTTPS to provide better security to our logged-in users, we saw an 8-9% dip in our organic search traffic.

Problem number two is the subject of this post. It involves the loss of referral data. Typically, when one site sends traffic to another, information is sent that identifies the originating site as the source of traffic. This invaluable data allows people to see where their traffic is coming from, and helps spread the flow of information across the web.

SEOs have long used referrer data for a number of beneficial purposes. Oftentimes, people will link back or check out the site sending traffic when they see the referrer in their analytics data. Spammers know this works, as evidenced by the recent increase in referrer spam:

This process stops when traffic flows from an HTTPS site to a non-secure HTTP site. In this case, no referrer data is sent. Webmasters can’t know where their traffic is coming from.

Here’s how referral data to my personal site looked when Moz switched to HTTPS. I lost all visibility into where my traffic came from.

Its (not provided) all over again!

Enter the meta referrer tag

While we can’t solve the ranking challenges imposed by switching a site to HTTPS, we can solve the loss of referral data, and it’s actually super-simple.

Almost completely unknown to most marketers, the relatively new meta referrer tag (it’s actually been around for a few years) was designed to help out in these situations.

Better yet, the tag allows you to control how your referrer information is passed.

The meta referrer tag works with most browsers to pass referrer information in a manner defined by the user. Traffic remains encrypted and all the benefits of using HTTPS remain in place, but now you can pass referrer data to all websites, even those that use HTTP.

How to use the meta referrer tag

What follows are extremely simplified instructions for using the meta referrer tag. For more in-depth understanding, we highly recommend referring to the W3C working draft of the spec.

The meta referrer tag is placed in the <head> section of your HTML, and references one of five states, which control how browsers send referrer information from your site. The five states are:

  1. None: Never pass referral data
    <meta name="referrer" content="none">
    
  2. None When Downgrade: Sends referrer information to secure HTTPS sites, but not insecure HTTP sites
    <meta name="referrer" content="none-when-downgrade">
    
  3. Origin Only: Sends the scheme, host, and port (basically, the subdomain) stripped of the full URL as a referrer, i.e. https://moz.com/example.html would simply send https://moz.com
    <meta name="referrer" content="origin">
    

  4. Origin When Cross-Origin: Sends the full URL as the referrer when the target has the same scheme, host, and port (i.e. subdomain) regardless if it’s HTTP or HTTPS, while sending origin-only referral information to external sites. (note: There is a typo in the official spec. Future versions should be “origin-when-cross-origin”)
    <meta name="referrer" content="origin-when-crossorigin">
    
  5. Unsafe URL: Always passes the URL string as a referrer. Note if you have any sensitive information contained in your URL, this isn’t the safest option. By default, URL fragments, username, and password are automatically stripped out.
    <meta name="referrer" content="unsafe-url">
    

The meta referrer tag in action

By clicking the link below, you can get a sense of how the meta referrer tag works.

Check Referrer

Boom!

We’ve set the meta referrer tag for Moz to “origin”, which means when we link out to another site, we pass our scheme, host, and port. The end result is you see http://moz.com as the referrer, stripped of the full URL path (/meta-referrer-tag).

My personal site typically receives several visits per day from Moz. Here’s what my analytics data looked like before and after we implemented the meta referrer tag.

For simplicity and security, most sites may want to implement the “origin” state, but there are drawbacks.

One negative side effect was that as soon as we implemented the meta referrer tag, our AdRoll analytics, which we use for retargeting, stopped working. It turns out that AdRoll uses our referrer information for analytics, but the meta referrer tag “origin” state meant that the only URL they ever saw reported was https://moz.com.

Conclusion

We love the meta referrer tag because it keeps information flowing on the Internet. It’s the way the web is supposed to work!

It helps marketers and webmasters see exactly where their traffic is coming from. It encourages engagement, communication, and even linking, which can lead to improvements in SEO.

Useful links:

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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