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 4 years ago from tracking.feedpress.it

Simple Steps for Conducting Creative Content Research

Posted by Hannah_Smith

Most frequently, the content we create at Distilled is designed to attract press coverage, social shares, and exposure (and links) on sites our clients’ target audience reads. That’s a tall order.

Over the years we’ve had our hits and misses, and through this we’ve recognised the value of learning about what makes a piece of content successful. Coming up with a great idea is difficult, and it can be tough to figure out where to begin. Today, rather than leaping headlong into brainstorming sessions, we start with creative content research.

What is creative content research?

Creative content research enables you to answer the questions:

“What are websites publishing, and what are people sharing?”

From this, you’ll then have a clearer view on what might be successful for your client.

A few years ago this required quite an amount of work to figure out. Today, happily, it’s much quicker and easier. In this post I’ll share the process and tools we use.

Whoa there… Why do I need to do this?

I think that the value in this sort of activity lies in a couple of directions:

a) You can learn a lot by deconstructing the success of others…

I’ve been taking stuff apart to try to figure out how it works for about as long as I can remember, so applying this process to content research felt pretty natural to me. Perhaps more importantly though, I think that deconstructing content is actually easier when it isn’t your own. You’re not involved, invested, or in love with the piece so viewing it objectively and learning from it is much easier.

b) Your research will give you a clear overview of the competitive landscape…

As soon as a company elects to start creating content, they gain a whole raft of new competitors. In addition to their commercial competitors (i.e. those who offer similar products or services), the company also gains content competitors. For example, if you’re a sports betting company and plan to create content related to the sports events that you’re offering betting markets on; then you’re competing not just with other betting companies, but every other publisher who creates content about these events. That means major news outlets, sports news site, fan sites, etc. To make matters even more complicated, it’s likely that you’ll actually be seeking coverage from those same content competitors. As such, you need to understand what’s already being created in the space before creating content of your own.

c) You’re giving yourself the data to create a more compelling pitch…

At some point you’re going to need to pitch your ideas to your client (or your boss if you’re working in-house). At Distilled, we’ve found that getting ideas signed off can be really tough. Ultimately, a great idea is worthless if we can’t persuade our client to give us the green light. This research can be used to make a more compelling case to your client and get those ideas signed off. (Incidentally, if getting ideas signed off is proving to be an issue you might find this framework for pitching creative ideas useful).

Where to start

Good ideas start with a good brief, however it can be tough to pin clients down to get answers to a long list of questions.

As a minimum you’ll need to know the following:

  • Who are they looking to target?
    • Age, sex, demographic
    • What’s their core focus? What do they care about? What problems are they looking to solve?
    • Who influences them?
    • What else are they interested in?
    • Where do they shop and which brands do they buy?
    • What do they read?
    • What do they watch on TV?
    • Where do they spend their time online?
  • Where do they want to get coverage?
    • We typically ask our clients to give us a wishlist of 10 or so sites they’d love to get coverage on
  • Which topics are they comfortable covering?
    • This question is often the toughest, particularly if a client hasn’t created content specifically for links and shares before. Often clients are uncomfortable about drifting too far away from their core business—for example, if they sell insurance, they’ll typically say that they really want to create a piece of content about insurance. Whilst this is understandable from the clients’ perspective it can severely limit their chances of success. It’s definitely worth offering up a gentle challenge at this stage—I’ll often cite Red Bull, who are a great example of a company who create content based on what their consumers love, not what they sell (i.e. Red Bull sell soft drinks, but create content about extreme sports because that’s the sort of content their audience love to consume). It’s worth planting this idea early, but don’t get dragged into a fierce debate at this stage—you’ll be able to make a far more compelling argument once you’ve done your research and are pitching concrete ideas.

Processes, useful tools and sites

Now you have your brief, it’s time to begin your research.

Given that we’re looking to uncover “what websites are publishing and what’s being shared,” It won’t surprise you to learn that I pay particular attention to pieces of content and the coverage they receive. For each piece that I think is interesting I’ll note down the following:

  • The title/headline
  • A link to the coverage (and to the original piece if applicable)
  • How many social shares the coverage earned (and the original piece earned)
  • The number of linking root domains the original piece earned
  • Some notes about the piece itself: why it’s interesting, why I think it got shares/coverage
  • Any gaps in the content, whether or not it’s been executed well
  • How we might do something similar (if applicable)

Whilst I’m doing this I’ll also make a note of specific sites I see being frequently shared (I tend to check these out separately later on), any interesting bits of research (particularly if I think there might be an opportunity to do something different with the data), interesting threads on forums etc.

When it comes to kicking off your research, you can start wherever you like, but I’d recommend that you cover off each of the areas below:

What does your target audience share?

Whilst this activity might not uncover specific pieces of successful content, it’s a great way of getting a clearer understanding of your target audience, and getting a handle on the sites they read and the topics which interest them.

  • Review social profiles / feeds
    • If the company you’re working for has a Facebook page, it shouldn’t be too difficult to find some people who’ve liked the company page and have a public profile. It’s even easier on Twitter where most profiles are public. Whilst this won’t give you quantitative data, it does put a human face to your audience data and gives you a feel for what these people care about and share. In addition to uncovering specific pieces of content, this can also provide inspiration in terms of other sites you might want to investigate further and ideas for topics you might want to explore.
  • Demographics Pro
    • This service infers demographic data from your clients’ Twitter followers. I find it particularly useful if the client doesn’t know too much about their audience. In addition to demographic data, you get a breakdown of professions, interests, brand affiliations, and the other Twitter accounts they follow and who they’re most influenced by. This is a paid-for service, but there are pay-as-you-go options in addition to pay monthly plans.

Finding successful pieces of content on specific sites

If you’ve a list of sites you know your target audience read, and/or you know your client wants to get coverage on, there are a bunch of ways you can uncover interesting content:

  • Using your link research tool of choice (e.g. Open Site Explorer, Majestic, ahrefs) you can run a domain level report to see which pages have attracted the most links. This can also be useful if you want to check out commercial competitors to see which pieces of content they’ve created have attracted the most links.
  • There are also tools which enable you to uncover the most shared content on individual sites. You can use Buzzsumo to run content analysis reports on individual domains which provide data on average social shares per post, social shares by network, and social shares by content type.
  • If you just want to see the most shared content for a given domain you can run a simple search on Buzzsumo using the domain; and there’s also the option to refine by topic. For example a search like [guardian.com big data] will return the most shared content on the Guardian related to big data. You can also run similar reports using ahrefs’ Content Explorer tool.

Both Buzzsumo and ahrefs are paid tools, but both offer free trials. If you need to explore the most shared content without using a paid tool, there are other alternatives. Check out Social Crawlytics which will crawl domains and return social share data, or alternatively, you can crawl a site (or section of a site) and then run the URLs through SharedCount‘s bulk upload feature.

Finding successful pieces of content by topic

When searching by topic, I find it best to begin with a broad search and then drill down into more specific areas. For example, if I had a client in the financial services space, I’d start out looking at a broad topic like “money” rather than shooting straight to topics like loans or credit cards.

As mentioned above, both Buzzsumo and ahrefs allow you to search for the most shared content by topic and both offer advanced search options.

Further inspiration

There are also several sites I like to look at for inspiration. Whilst these sites don’t give you a great steer on whether or not a particular piece of content was actually successful, with a little digging you can quickly find the original source and pull link and social share data:

  • Visually has a community area where users can upload creative content. You can search by topic to uncover examples.
  • TrendHunter have a searchable archive of creative ideas, they feature products, creative campaigns, marketing campaigns, advertising and more. It’s best to keep your searches broad if you’re looking at this site.
  • Check out Niice (a moodboard app) which also has a searchable archive of handpicked design inspiration.
  • Searching Pinterest can allow you to unearth some interesting bits and pieces as can Google image searches and regular Google searches around particular topics.
  • Reviewing relevant sections of discussion sites like Quora can provide insight into what people are asking about particular topics which may spark a creative idea.

Moving from data to insight

By this point you’ve (hopefully) got a long list of content examples. Whilst this is a great start, effectively what you’ve got here is just data, now you need to convert this to insight.

Remember, we’re trying to answer the questions: “What are websites publishing, and what are people sharing?”

Ordinarily as I go through the creative content research process, I start to see patterns or themes emerge. For example, across a variety of topics areas you’ll see that the most shared content tends to be news. Whilst this is good to know, it’s not necessarily something that’s going to be particularly actionable. You’ll need to dig a little deeper—what else (aside from news) is given coverage? Can you split those things into categories or themes?

This is tough to explain in the abstract, so let me give you an example. We’d identified a set of music sites (e.g. Rolling Stone, NME, CoS, Stereogum, Pitchfork) as target publishers for a client.

Here’s a summary of what I concluded following my research:

The most-shared content on these music publications is news: album launches, new singles, videos of performances etc. As such, if we can work a news hook into whatever we create, this could positively influence our chances of gaining coverage.

Aside from news, the content which gains traction tends to fall into one of the following categories:

Earlier in this post I mentioned that it can be particularly tough to create content which attracts coverage and shares if clients feel strongly that they want to do something directly related to their product or service. The example I gave at the outset was a client who sold insurance and was really keen to create something about insurance. You’re now in a great position to win an argument with data, as thanks to your research you’ll be able to cite several pieces of insurance-related content which have struggled to gain traction. But it’s not all bad news as you’ll also be able to cite other topics which are relevant to the client’s target audience and stand a better chance of gaining coverage and shares.

Avoiding the pitfalls

There are potential pitfalls when it comes to creative content research in that it’s easy to leap to erroneous conclusions. Here’s some things to watch out for:

Make sure you’re identifying outliers…

When seeking out successful pieces of content you need to be certain that what you’re looking at is actually an outlier. For example, the average post on BuzzFeed gets over 30k social shares. As such, that post you found with just 10k shares is not an outlier. It’s done significantly worse than average. It’s therefore not the best post to be holding up as a fabulous example of what to create to get shares.

Don’t get distracted by formats…

Pay more attention to the idea than the format. For example, the folks at Mashable, kindly covered an infographic about Instagram which we created for a client. However, the takeaway here is not that Instagram infographics get coverage on Mashable. Mashable didn’t cover this because we created an infographic. They covered the piece because it told a story in a compelling and unusual way.

You probably shouldn’t create a listicle…

This point is related to the point above. In my experience, unless you’re a publisher with a huge, engaged social following, that listicle of yours is unlikely to gain traction. Listicles on huge publisher sites get shares, listicles on client sites typically don’t. This is doubly important if you’re also seeking coverage, as listicles on clients sites don’t typically get links or coverage on other sites.

How we use the research to inform our ideation process

At Distilled, we typically take a creative brief and complete creative content research and then move into the ideation process. A summary of the research is included within the creative brief, and this, along with a copy of the full creative content research is shared with the team.

The research acts as inspiration and direction and is particularly useful in terms of identifying potential topics to explore but doesn’t mean team members don’t still do further research of their own.

This process by no means acts as a silver bullet, but it definitely helps us come up with ideas.


Thanks for sticking with me to the end!

I’d love to hear more about your creative content research processes and any tips you have for finding inspirational content. Do let me know via the comments.

Image credits: Research, typing, audience, inspiration, kitteh.

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Reblogged 4 years ago from tracking.feedpress.it

How to Combat 5 of the SEO World’s Most Infuriating Problems – Whiteboard Friday

Posted by randfish

These days, most of us have learned that spammy techniques aren’t the way to go, and we have a solid sense for the things we should be doing to rank higher, and ahead of our often spammier competitors. Sometimes, maddeningly, it just doesn’t work. In today’s Whiteboard Friday, Rand talks about five things that can infuriate SEOs with the best of intentions, why those problems exist, and what we can do about them.

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

What SEO problems make you angry?

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about some of the most infuriating things in the SEO world, specifically five problems that I think plague a lot of folks and some of the ways that we can combat and address those.

I’m going to start with one of the things that really infuriates a lot of new folks to the field, especially folks who are building new and emerging sites and are doing SEO on them. You have all of these best practices list. You might look at a web developer’s cheat sheet or sort of a guide to on-page and on-site SEO. You go, “Hey, I’m doing it. I’ve got my clean URLs, my good, unique content, my solid keyword targeting, schema markup, useful internal links, my XML sitemap, and my fast load speed. I’m mobile friendly, and I don’t have manipulative links.”

Great. “Where are my results? What benefit am I getting from doing all these things, because I don’t see one?” I took a site that was not particularly SEO friendly, maybe it’s a new site, one I just launched or an emerging site, one that’s sort of slowly growing but not yet a power player. I do all this right stuff, and I don’t get SEO results.

This makes a lot of people stop investing in SEO, stop believing in SEO, and stop wanting to do it. I can understand where you’re coming from. The challenge is not one of you’ve done something wrong. It’s that this stuff, all of these things that you do right, especially things that you do right on your own site or from a best practices perspective, they don’t increase rankings. They don’t. That’s not what they’re designed to do.

1) Following best practices often does nothing for new and emerging sites

This stuff, all of these best practices are designed to protect you from potential problems. They’re designed to make sure that your site is properly optimized so that you can perform to the highest degree that you are able. But this is not actually rank boosting stuff unfortunately. That is very frustrating for many folks. So following a best practices list, the idea is not, “Hey, I’m going to grow my rankings by doing this.”

On the flip side, many folks do these things on larger, more well-established sites, sites that have a lot of ranking signals already in place. They’re bigger brands, they have lots of links to them, and they have lots of users and usage engagement signals. You fix this stuff. You fix stuff that’s already broken, and boom, rankings pop up. Things are going well, and more of your pages are indexed. You’re getting more search traffic, and it feels great. This is a challenge, on our part, of understanding what this stuff does, not a challenge on the search engine’s part of not ranking us properly for having done all of these right things.

2) My competition seems to be ranking on the back of spammy or manipulative links

What’s going on? I thought Google had introduced all these algorithms to kind of shut this stuff down. This seems very frustrating. How are they pulling this off? I look at their link profile, and I see a bunch of the directories, Web 2.0 sites — I love that the spam world decided that that’s Web 2.0 sites — article sites, private blog networks, and do follow blogs.

You look at this stuff and you go, “What is this junk? It’s terrible. Why isn’t Google penalizing them for this?” The answer, the right way to think about this and to come at this is: Are these really the reason that they rank? I think we need to ask ourselves that question.

One thing that we don’t know, that we can never know, is: Have these links been disavowed by our competitor here?

I’ve got my HulksIncredibleStore.com and their evil competitor Hulk-tastrophe.com. Hulk-tastrophe has got all of these terrible links, but maybe they disavowed those links and you would have no idea. Maybe they didn’t build those links. Perhaps those links came in from some other place. They are not responsible. Google is not treating them as responsible for it. They’re not actually what’s helping them.

If they are helping, and it’s possible they are, there are still instances where we’ve seen spam propping up sites. No doubt about it.

I think the next logical question is: Are you willing to loose your site or brand? What we don’t see anymore is we almost never see sites like this, who are ranking on the back of these things and have generally less legitimate and good links, ranking for two or three or four years. You can see it for a few months, maybe even a year, but this stuff is getting hit hard and getting hit frequently. So unless you’re willing to loose your site, pursuing their links is probably not a strategy.

Then what other signals, that you might not be considering potentially links, but also non-linking signals, could be helping them rank? I think a lot of us get blinded in the SEO world by link signals, and we forget to look at things like: Do they have a phenomenal user experience? Are they growing their brand? Are they doing offline kinds of things that are influencing online? Are they gaining engagement from other channels that’s then influencing their SEO? Do they have things coming in that I can’t see? If you don’t ask those questions, you can’t really learn from your competitors, and you just feel the frustration.

3) I have no visibility or understanding of why my rankings go up vs down

On my HulksIncredibleStore.com, I’ve got my infinite stretch shorts, which I don’t know why he never wears — he should really buy those — my soothing herbal tea, and my anger management books. I look at my rankings and they kind of jump up all the time, jump all over the place all the time. Actually, this is pretty normal. I think we’ve done some analyses here, and the average page one search results shift is 1.5 or 2 position changes daily. That’s sort of the MozCast dataset, if I’m recalling correctly. That means that, over the course of a week, it’s not uncommon or unnatural for you to be bouncing around four, five, or six positions up, down, and those kind of things.

I think we should understand what can be behind these things. That’s a very simple list. You made changes, Google made changes, your competitors made changes, or searcher behavior has changed in terms of volume, in terms of what they were engaging with, what they’re clicking on, what their intent behind searches are. Maybe there was just a new movie that came out and in one of the scenes Hulk talks about soothing herbal tea. So now people are searching for very different things than they were before. They want to see the scene. They’re looking for the YouTube video clip and those kind of things. Suddenly Hulk’s soothing herbal tea is no longer directing as well to your site.

So changes like these things can happen. We can’t understand all of them. I think what’s up to us to determine is the degree of analysis and action that’s actually going to provide a return on investment. Looking at these day over day or week over week and throwing up our hands and getting frustrated probably provides very little return on investment. Looking over the long term and saying, “Hey, over the last 6 months, we can observe 26 weeks of ranking change data, and we can see that in aggregate we are now ranking higher and for more keywords than we were previously, and so we’re going to continue pursuing this strategy. This is the set of keywords that we’ve fallen most on, and here are the factors that we’ve identified that are consistent across that group.” I think looking at rankings in aggregate can give us some real positive ROI. Looking at one or two, one week or the next week probably very little ROI.

4) I cannot influence or affect change in my organization because I cannot accurately quantify, predict, or control SEO

That’s true, especially with things like keyword not provided and certainly with the inaccuracy of data that’s provided to us through Google’s Keyword Planner inside of AdWords, for example, and the fact that no one can really control SEO, not fully anyway.

You get up in front of your team, your board, your manager, your client and you say, “Hey, if we don’t do these things, traffic will suffer,” and they go, “Well, you can’t be sure about that, and you can’t perfectly predict it. Last time you told us something, something else happened. So because the data is imperfect, we’d rather spend money on channels that we can perfectly predict, that we can very effectively quantify, and that we can very effectively control.” That is understandable. I think that businesses have a lot of risk aversion naturally, and so wanting to spend time and energy and effort in areas that you can control feels a lot safer.

Some ways to get around this are, first off, know your audience. If you know who you’re talking to in the room, you can often determine the things that will move the needle for them. For example, I find that many managers, many boards, many executives are much more influenced by competitive pressures than they are by, “We won’t do as well as we did before, or we’re loosing out on this potential opportunity.” Saying that is less powerful than saying, “This competitor, who I know we care about and we track ourselves against, is capturing this traffic and here’s how they’re doing it.”

Show multiple scenarios. Many of the SEO presentations that I see and have seen and still see from consultants and from in-house folks come with kind of a single, “Hey, here’s what we predict will happen if we do this or what we predict will happen if we don’t do this.” You’ve got to show multiple scenarios, especially when you know you have error bars because you can’t accurately quantify and predict. You need to show ranges.

So instead of this, I want to see: What happens if we do it a little bit? What happens if we really overinvest? What happens if Google makes a much bigger change on this particular factor than we expect or our competitors do a much bigger investment than we expect? How might those change the numbers?

Then I really do like bringing case studies, especially if you’re a consultant, but even in-house there are so many case studies in SEO on the Web today, you can almost always find someone who’s analogous or nearly analogous and show some of their data, some of the results that they’ve seen. Places like SEMrush, a tool that offers competitive intelligence around rankings, can be great for that. You can show, hey, this media site in our sector made these changes. Look at the delta of keywords they were ranking for versus R over the next six months. Correlation is not causation, but that can be a powerful influencer showing those kind of things.

Then last, but not least, any time you’re going to get up like this and present to a group around these topics, if you very possibly can, try to talk one-on-one with the participants before the meeting actually happens. I have found it almost universally the case that when you get into a group setting, if you haven’t had the discussions beforehand about like, “What are your concerns? What do you think is not valid about this data? Hey, I want to run this by you and get your thoughts before we go to the meeting.” If you don’t do that ahead of time, people can gang up and pile on. One person says, “Hey, I don’t think this is right,” and everybody in the room kind of looks around and goes, “Yeah, I also don’t think that’s right.” Then it just turns into warfare and conflict that you don’t want or need. If you address those things beforehand, then you can include the data, the presentations, and the “I don’t know the answer to this and I know this is important to so and so” in that presentation or in that discussion. It can be hugely helpful. Big difference between winning and losing with that.

5) Google is biasing to big brands. It feels hopeless to compete against them

A lot of people are feeling this hopelessness, hopelessness in SEO about competing against them. I get that pain. In fact, I’ve felt that very strongly for a long time in the SEO world, and I think the trend has only increased. This comes from all sorts of stuff. Brands now have the little dropdown next to their search result listing. There are these brand and entity connections. As Google is using answers and knowledge graph more and more, it’s feeling like those entities are having a bigger influence on where things rank and where they’re visible and where they’re pulling from.

User and usage behavior signals on the rise means that big brands, who have more of those signals, tend to perform better. Brands in the knowledge graph, brands growing links without any effort, they’re just growing links because they’re brands and people point to them naturally. Well, that is all really tough and can be very frustrating.

I think you have a few choices on the table. First off, you can choose to compete with brands where they can’t or won’t. So this is areas like we’re going after these keywords that we know these big brands are not chasing. We’re going after social channels or people on social media that we know big brands aren’t. We’re going after user generated content because they have all these corporate requirements and they won’t invest in that stuff. We’re going after content that they refuse to pursue for one reason or another. That can be very effective.

You better be building, growing, and leveraging your competitive advantage. Whenever you build an organization, you’ve got to say, “Hey, here’s who is out there. This is why we are uniquely better or a uniquely better choice for this set of customers than these other ones.” If you can leverage that, you can generally find opportunities to compete and even to win against big brands. But those things have to become obvious, they have to become well-known, and you need to essentially build some of your brand around those advantages, or they’re not going to give you help in search. That includes media, that includes content, that includes any sort of press and PR you’re doing. That includes how you do your own messaging, all of these things.

(C) You can choose to serve a market or a customer that they don’t or won’t. That can be a powerful way to go about search, because usually search is bifurcated by the customer type. There will be slightly different forms of search queries that are entered by different kinds of customers, and you can pursue one of those that isn’t pursued by the competition.

Last, but not least, I think for everyone in SEO we all realize we’re going to have to become brands ourselves. That means building the signals that are typically associated with brands — authority, recognition from an industry, recognition from a customer set, awareness of our brand even before a search has happened. I talked about this in a previous Whiteboard Friday, but I think because of these things, SEO is becoming a channel that you benefit from as you grow your brand rather than the channel you use to initially build your brand.

All right, everyone. Hope these have been helpful in combating some of these infuriating, frustrating problems and that we’ll see some great comments from you guys. I hope to participate in those as well, and we’ll catch you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Should I Rebrand and Redirect My Site? Should I Consolidate Multiple Sites/Brands? – Whiteboard Friday

Posted by randfish

Making changes to your brand is a huge step, and while it’s sometimes the best path forward, it isn’t one to be taken lightly. In today’s Whiteboard Friday, Rand offers some guidance to marketers who are wondering whether a rebrand/redirect is right for them, and also those who are considering consolidating multiple sites under a single brand.

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

To rebrand, or not to rebrand, that is the question

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. Today we’re going to chat a little bit about whether you should rebrand and consider redirecting your existing website or websites and whether you should potentially consolidate multiple websites and brands that you may be running.

So we’ve talked before about redirection moves best practices. We’ve also talked about the splitting of link equity and domain authority and those kinds of things. But one of the questions that people have is, “Gosh, you know I have a website today and given the moves that Google has been making, that the social media world has been making, that content marketing has been making, I’m wondering whether I should potentially rebrand my site.” Lots of people bought domains back in the day that were exact match domains or partial match domains or that they thought reflected a move of the web toward or away from less brand-centric stuff and toward more keyword matching, topic matching, intent matching kinds of things.

Maybe you’re reconsidering those moves and you want to know, “Hey, should I be thinking about making a change now?” That’s what I’m here to answer. So this question to rebrand or not to re, it is tough because you know that when you do that rebrand, you will almost certainly take a traffic hit, and SEO is one of the biggest places where people typically take that traffic hit.

Moz previously was at SEOmoz.org and moved to moz.com. We saw a dip in our traffic over about 3 to 4 months before it fully recovered, and I would say that dip was between 15% and 25% of our search traffic, depending on week to week. I’ll link to a list of metrics that I put on my personal blog, Moz.com/rand, so that you can check those out if you’d like to see them. But it was a short recovery time for us.

One of the questions that people always have is, “Well wait, did you lose rankings for SEO since SEO used to be in your domain name?” The answer is no. In fact, six months after the move, we were ranking higher for SEO related terms and phrases.

Scenario A: Rebranding or redirecting scifitoysandgames.com

So let’s imagine that today you are running SciFiToysAndGames.com, which is right on the borderline. In my opinion, that’s right on the borderline of barely tolerable. Like it could be brandable, but it’s not great. I don’t love the “sci-fi” in here, partially because of how the Syfy channel, the entity that broadcasts stuff on television has chosen to delineate their spelling, sci-fi can be misinterpreted as to how it’s spelled. I don’t love having to have “and” in a domain name. This is long. All sorts of stuff.

Let’s say you also own StarToys.com, but you haven’t used it. Previously StarToys.com has been redirecting to SciFiToysAndGames.com, and you’re thinking, “Well, man, is it the right time to make this move? Should I make this change now? Should I wait for the future?”

How memorable or amplifiable is your current brand?

Well, these are the questions that I would urge you to consider. How memorable and amplifiable is your current brand? That’s something that if you are recognizing like, “Hey I think our brand name, in fact, is holding us back in search results and social media amplification, press, in blog mentions, in journalist links and these kinds of things,” well, that’s something serious to think about. Word of mouth too.

Will you maintain your current brand name long term?

So if you know that sometime in the next two, three, four, or five years you do want to move to StarToys, I would actually strongly urge you to do that right now, because the longer you wait, the longer it will take to build up the signals around the new domain and the more pain you’ll potentially incur by having to keep branding this and working on this old brand name. So I would strongly urge you, if you know you’re going to make the move eventually, make it today. Take the pain now, rather than more pain later.

Can or have you tested brand preference with your target audience?

I would urge you to find two different groups, one who are loyal customers today, people who know SciFiToysAndGames.com and have used it, and two, people who are potential customers, but aren’t yet familiar with it.

You don’t need to do big sample-sizes. If you can get 5, 10, or 15 people either in a room or talk to them in person, you can try some web surveys, you can try using some social media ads like things on Facebook. I’ve seen some companies do some testing around this. Even buying potential PPC ads and seeing how click-through rates perform and sentiment and those kinds of things, that is a great way to help validate your ideas, especially if you’re forced to bring data to a table by executives or other stakeholders.

How much traffic would you need in one year to justify a URL move?

The last thing I think about is imagine, and I want you to either imagine or even model this out, mathematically model it out. If your traffic growth rate — so let’s say you’re growing at 10% year-over-year right now — if that improved 1%, 5%, or 10% annually with a new brand name, would you make the move? So knowing that you might take a short-term hit, but then that your growth rate would be incrementally higher in years to come, how big would that growth rate need to be?

I would say that, in general, if I were thinking about these two domains, granted this is a hard case because you don’t know exactly how much more brandable or word-of-mouth-able or amplifiable your new one might be compared to your existing one. Well, gosh, my general thing here is if you think that’s going to be a substantive percentage, say 5% plus, almost always it’s worth it, because compound growth rate over a number of years will mean that you’re winning big time. Remember that that growth rate is different that raw growth. If you can incrementally increase your growth rate, you get tremendously more traffic when you look back two, three, four, or five years later.

Where does your current and future URL live on the domain/brand name spectrum?

I also made this domain name, brand name spectrum, because I wanted to try and visualize crappiness of domain name, brand name to really good domain name, brand name. I wanted to give some examples and then extract out some elements so that maybe you can start to build on these things thematically as you’re considering your own domains.

So from awful, we go to tolerable, good, and great. So Science-Fi-Toys.net is obviously terrible. I’ve taken a contraction of the name and the actual one. It’s got a .net. It’s using hyphens. It’s infinitely unmemorable up to what I think is tolerable — SciFiToysAndGames.com. It’s long. There are some questions about how type-in-able it is, how easy it is to type in. SciFiToys.com, which that’s pretty good. SciFiToys, relatively short, concise. It still has the “sci-fi” in there, but it’s a .com. We’re getting better. All the way up to, I really love the name, StarToys. I think it’s very brandable, very memorable. It’s concise. It’s easy to remember and type in. It has positive associations probably with most science fiction toy buyers who are familiar with at least “Star Wars” or “Star Trek.” It’s cool. It has some astronomy connotations too. Just a lot of good stuff going on with that domain name.

Then, another one, Region-Data-API.com. That sucks. NeighborhoodInfo.com. Okay, at least I know what it is. Neighborhood is a really hard name to type because it is very hard for many people to spell and remember. It’s long. I don’t totally love it. I don’t love the “info” connotation, which is generic-y.

DistrictData.com has a nice, alliterative ring to it. But maybe we could do even better and actually there is a company, WalkScore.com, which I think is wonderfully brandable and memorable and really describes what it is without being too in your face about the generic brand of we have regional data about places.

What if you’re doing mobile apps? BestAndroidApps.com. You might say, “Why is that in awful?” The answer is two things. One, it’s the length of the domain name and then the fact that you’re actually using someone else’s trademark in your name, which can be really risky. Especially if you start blowing up, getting big, Google might go and say, “Oh, do you have Android in your domain name? We’ll take that please. Thank you very much.”

BestApps.io, in the tech world, it’s very popular to use domains like .io or .ly. Unfortunately, I think once you venture outside of the high tech world, it’s really tough to get people to remember that that is a domain name. If you put up a billboard that says “BestApps.com,” a majority of people will go, “Oh, that’s a website.” But if you use .io, .ly, or one of the new domain names, .ninja, a lot of people won’t even know to connect that up with, “Oh, they mean an Internet website that I can type into my browser or look for.”

So we have to remember that we sometimes live in a bubble. Outside of that bubble are a lot of people who, if it’s not .com, questionable as to whether they’re even going to know what it is. Remember outside of the U.S., country code domain names work equally well — .co.uk, .ca, .co.za, wherever you are.

InstallThis.com. Now we’re getting better. Memorable, clear. Then all the way up to, I really like the name AppCritic.com. I have positive associations with like, “Oh year, restaurant critics, food critics, and movie critics, and this is an app critic. Great, that’s very cool.”

What are the things that are in here? Well, stuff at this end of the spectrum tends to be generic, forgettable, hard to type in. It’s long, brand-infringing, danger, danger, and sketchy sounding. It’s hard to quantify what sketchy sounding is, but you know it when you see it. When you’re reviewing domain names, you’re looking for links, you’re looking at things in the SERPs, you’re like, “Hmm, I don’t know about this one.” Having that sixth sense is something that we all develop over time, so sketchy sounding not quite as scientific as I might want for a description, but powerful.

On this end of the spectrum though, domain names and brand names tend to be unique, memorable, short. They use .com. Unfortunately, still the gold standard. Easy to type in, pronounceable. That’s a powerful thing too, especially because of word of mouth. We suffered with that for a long time with SEOmoz because many people saw it and thought, “Oh, ShowMoz, COMoz, SeeMoz.” It sucked. Have positive associations, like StarToys or WalkScore or AppCritic. They have these positive, pre-built-in associations psychologically that suggest something brandable.

Scenario B: Consolidating two sites

Scenario B, and then we’ll get to the end, but scenario B is the question like, “Should I consolidate?” Let’s say I’m running both of these today. Or more realistic and many times I see people like this, you’re running AppCritic.com and StarToys.com, and you think, “Boy, these are pretty separate.” But then you keep finding overlap between them. Your content tends to overlap, the audience tends to overlap. I find this with many, many folks who run multiple domains.

How much audience and content overlap is there?

So we’ve got to consider a few things. First off, that audience and content overlap. If you’ve got StarToys and AppCritic and the overlap is very thin, just that little, tiny piece in the middle there. The content doesn’t overlap much, the audience doesn’t overlap much. It probably doesn’t make that much sense.

But what if you’re finding like, “Gosh, man, we’re writing more and more about apps and tech and mobile and web stuff on StarToys, and we’re writing more and more about other kinds of geeky, fun things on AppCritic. Slowly it feels like these audiences are merging.” Well, now you might want to consider that consolidation.

Is there potential for separate sales or exits?

Second point of consideration, the potential for separate exits or sales. So if you know that you’re going to sell AppCritic.com to someone in the future and you want to make sure that’s separate from StarToys, you should keep them separate. If you think to yourself, “Gosh, I’d never sell one without the other. They’re really part of the same company, brand, effort,” well, I’d really consider that consolidation.

Will you dilute marketing or branding efforts?

Last point of positive consideration is dilution of marketing and branding efforts. Remember that you’re going to be working on marketing. You’re going to be working on branding. You’re going to be working on growing traffic to these. When you split your efforts, unless you have two relatively large, separate teams, this is very, very hard to do at the same rate that it could be done if you combined those efforts. So another big point of consideration. That compound growth rate that we talked about, that’s another big consideration with this.

Is the topical focus out of context?

What I don’t recommend you consider and what has been unfortunately considered, by a lot of folks in the SEO-centric world in the past, is topical focus of the content. I actually am crossing this out. Not a big consideration. You might say to yourself, “But Rand, we talked about previously on Whiteboard Friday how I can have topical authority around toys and games that are related to science fiction stuff, and I can have topical authority related to mobile apps.”

My answer is if the content overlap is strong and the audience overlap is strong, you can do both on one domain. You can see many, many examples of this across the web, Moz being a great example where we talk about startups and technology and sometimes venture capital and team building and broad marketing and paid search marketing and organic search marketing and just a ton of topics, but all serving the same audience and content. Because that overlap is strong, we can be an authority in all of these realms. Same goes for any time you’re considering these things.

All right everyone, hope you’ve enjoyed this edition of Whiteboard Friday. I look forward to some great comments, and we’ll see you again next week. take care.

Video transcription by Speechpad.com

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Reblogged 4 years ago from tracking.feedpress.it

How to Create Boring-Industry Content that Gets Shared

Posted by ronell-smith

If you think creating content for boring industries is tough, try creating content for an expensive product that’ll be sold in a so-called boring industry. Such was the problem faced by Mike Jackson, head of sales for a large Denver-based company that was debuting a line of new high-end products for the fishing industry in 2009.

After years of pestering the executives of his traditional, non-flashy company to create a line of products that could be sold to anglers looking to buy premium items, he finally had his wish: a product so expensive only a small percentage of anglers could afford them.

(image source)

What looked like being boxed into a corner was actually part of the plan.

When asked how he could ever put his neck on the line for a product he’d find tough to sell and even tougher to market, he revealed his brilliant plan.

“I don’t need to sell one million of [these products] a year,” he said. “All I need to do is sell a few hundred thousand, which won’t be hard. And as far as marketing, that’s easy: I’m ignoring the folks who’ll buy the items. I’m targeting professional anglers, the folks the buyers are influenced by. If the pros, the influencers, talk about and use the products, people will buy them.”

Such was my first introduction to how it’s often wise to ignore who’ll buy the product in favor of marketing to those who’ll help you market and sell the product.

These influencers are a sweet spot in product marketing and they are largely ignored by many brands

Looking at content for boring industries all wrong

A few months back, I received a message in Google Plus that really piqued my interest: “What’s the best way to create content for my boring business? Just kidding. No one will read it, nor share information from a painter anyway.”

I went from being dismayed to disheartened. Dismayed because the business owner hadn’t yet found a way to connect with his prospects through meaningful content. Disheartened because he seemed to have given up trying.

You can successfully create content for boring industries. Doing so requires nothing out of the ordinary from what you’d normally do to create content for any industry. That’s the good news.

The bad news: Creating successful content for boring industries requires you think beyond content and SEO, focusing heavily on content strategy and outreach.

Successfully creating content for boring industries—or any industry, for that matter—comes down to who’ll share it and who’ll link to it, not who’ll read it, a point nicely summed up in this tweet:

So when businesses struggle with creating content for their respective industries, the culprits are typically easy to find:

  • They lack clarity on who they are creating content for (e.g., content strategy, personas)
  • There are no specific goals (e.g., traffic, links, conversions, etc.) assigned regarding the content, so measuring its effectiveness is impossible
  • They’re stuck in neutral thinking viral content is the only option, while ignoring the value of content amplification (e.g., PR/outreach)

Alone, these three elements are bad; taken together, though, they spell doom for your brand.

content does not equal amplification

If you lack clarity on who you’re creating content for, the best you can hope for is that sometimes you’ll create and share information members of your audience find useful, but you likely won’t be able to reach or engage them with the needed frequency to make content marketing successful.

Goals, or lack thereof, are the real bugaboo of content creation. The problem is even worse for boring industries, where the pressure is on to deliver a content vehicle that meets the threshold of interest to simply gain attention, much less, earn engagement.

For all the hype about viral content, it’s dismaying that so few marketers aren’t being honest on the topic: it’s typically hard to create, impossible to predict and typically has very, very little connection to conversions for most businesses.

What I’ve found is that businesses, regardless of category, struggle to create worthwhile content, leading me to believe there is no boring industry content, only content that’s boring.

“Whenever we label content as ‘boring,’ we’re really admitting we have no idea how to approach marketing something,” says Builtvisible’s Richard Baxter.

Now that we know what the impediments are to producing content for any industry, including boring industries, it’s time to tackle the solution.

Develop a link earning mindset

There are lots of article on the web regarding how to create content for boring industries, some of which have appeared on this very blog.

But, to my mind, the one issue they all suffer from is they all focus on what content should be created, not (a) what content is worthy of promotion, (b) how to identify those who could help with promotion, and (c) how to earn links from boring industry content. (Remember, much of the content that’s read is never shared; much of what’s shared is never read in its entirety; and some of the most linked-to content is neither heavily shared nor heavily read.)

This is why content creators in boring industries should scrap their notions of having the most-read and most-shared content, shifting their focus to creating content that can earn links in addition to generating traffic and social signals to the site.

After all, links and conversions are the main priorities for most businesses sharing content online, including so-called local businesses.

ranking factors survey results

(Image courtesy of the 2014 Moz Local Search Ranking Factors Survey)

If you’re ready to create link-earning, traffic-generating content for your boring-industry business follow the tips from the fictitious example of RZ’s Auto Repair, a Dallas, Texas, automobile shop.

With the Dallas-Forth Worth market being large and competitive, RZ’s has narrowed their speciality to storm repair, mainly hail damage, which is huge in the area. Even with the narrowed focus, however, they still have stiff competition from the major players in the vertical, including MAACO.

What the brand does have in its favor, however, is a solid website and a strong freelance copywriter to help produce content.

Remember, those three problems we mentioned above—lack of goals, lack of clarity and lack of focus on amplification—we’ll now put them to good use to drive our main objectives of traffic, links and conversions.

Setting the right goals

For RZ, this is easy: He needs sales, business (e.g., qualified leads and conversions), but he knows he must be patient since using paid media is not in the cards.

Therefore, he sits down with his partner, and they come up with what seems like the top five workable, important goals:

  1. Increased traffic on the website – He’s noticed that when traffic increases, so does his business.
  2. More phone calls – If they get a customer on the phone, the chances of closing the sale are around 75%.
  3. One blog per week on the site – The more often he blogs, the more web traffic, visits and phone calls increase.
  4. Links from some of the businesses in the area – He’s no dummy. He knows the importance of links, which are that much better when they come from a large company that could send him business.
  5. Develop relationships with small and midsize non-competing businesses in the area for cross promotions, events and the like.

Know the audience

marketing group discussing personas

(image source)

Too many businesses create cute blogs that might generate traffic but do nothing for sales. RZ isn’t falling for this trap. He’s all about identifying the audience who’s likely to do business with him.

Luckily, his secretary is a meticulous record keeper, allowing him to build a reasonable profile of his target persona based on past clients.

  • 21-35 years old
  • Drives a truck that’s less than fours years old
  • Has an income of $45,000-$59,000
  • Employed by a corporation with greater than 500 employees
  • Active on social media, especially Facebook and Twitter
  • Consumes most of their information online
  • Typically referred by a friend or a co-worker

This information will prove invaluable as he goes about creating content. Most important, these nuggets create a clearer picture of how he should go about looking for people and/or businesses to amplify his content.

PR and outreach: Your amplification engines

Armed with his goals and the knowledge of his audience, RZ can now focus on outreach for amplification, thinking along the lines of…

  • Who/what influences his core audience?
  • What could he offer them by way of content to earn their help?
  • What content would they find valuable enough to share and link to?
  • What challenges do they face that he could help them with?
  • How could his brand set itself apart from any other business looking for help from these potential outreach partners?

Putting it all together

Being the savvy businessperson he is, RZ pulls his small staff together and they put their thinking caps on.

Late spring through early fall is prime hail storm season in Dallas. The season accounts for 80 percent of his yearly business. (The other 20% is fender benders.) Also, they realize, many of the storms happen in the late afternoon/early evening, when people are on their way home from work and are stuck in traffic, or when they duck into the grocery store or hit the gym after work.

What’s more, says one of the staffers, often a huge group of clients will come at once, owing to having been parked in the same lot when a storm hits.

Eureka!

lightbulb

(image source)

That’s when RZ bolts out of his chair with the idea that could put his business on the map: Let’s create content for businesses getting a high volume of after-work traffic—sit-down restaurants, gyms, grocery stores, etc.

The businesses would be offering something of value to their customers, who’ll learn about precautions to take in the event of a hail storm, and RZ would have willing amplifiers for his content.

Content is only as boring as your outlook

First—and this is a fatal mistake too many content creators make—RZ visits the handful of local businesses he’d like to partner with. The key here, however, is he smartly makes them aware that he’s done his homework and is eager to help their patrons while making them aware of his service.

This is an integral part of outreach: there must be a clear benefit to the would-be benefactor.

After RZ learns that several of the businesses are amenable to sharing his business’s helpful information, he takes the next step and asks what form the content should take. For now, all he can get them to promote is a glossy one-sheeter, “How To Protect Your Vehicle Against Extensive Hail Damage,” that the biggest gym in the area will promote via a small display at the check-in in return for a 10% coupon for customers.

Three of the five others he talked to also agreed to promote the one-sheeter, though each said they’d be willing to promote other content investments provided they added value for their customers.

The untold truth about creating content for boring industries

When business owners reach out to me about putting together a content strategy for their boring brand, I make two things clear from the start:

  1. There are no boring brands. Those two words are a cop out. No matter what industry you serve, there are hoards of people who use the products or services who are quite smitten.
  2. What they see as boring, I see as an opportunity.

In almost every case, they want to discuss some of another big content piece that’s sure to draw eyes, engagement, and that maybe even leads to a few links. Sure, I say, if you have tons of money to spend.

big content example

(Amazing piece of interactive content created by BuiltVisible)

Assuming you don’t have money to burn, and you want a plan you can replicate easily over time, try what I call the 1-2-1 approach for monthly blog content:

1: A strong piece of local content (goal: organic reach, topical relevance, local SEO)

2: Two pieces of evergreen content (goal: traffic)

1: A link-worthy asset (goal: links)

This plan is not very hard at all to pull off, provided you have your ear to the street in the local market; have done your keyword research, identifying several long-tail keywords you have the ability to rank for; and you’re willing to continue with outreach.

What it does is allow the brand to create content with enough frequency to attain significance with the search engines, while also developing the habit of sharing, promoting and amplifying content as well. For example, all of the posts would be shared on Twitter, Google Plus, and Facebook. (Don’t sleep on paid promotion via Facebook.)

Also, for the link-worthy asset, there would be outreach in advance of its creation, then amplification, and continued promotion from the company and those who’ve agreed to support the content.

Create a winning trifecta: Outreach, promotion and amplification

To RZ’s credit, he didn’t dawdle, getting right to work creating worthwhile content via the 1-2-1 method:

1: “The Worst Places in Dallas to be When a Hail Storm Hits”
2: “Can Hail Damage Cause Structural Damage to Your Car?” and “Should You Buy a Car Damaged by Hail?”
1: “Big as Hail!” contest

This contest idea came from the owner of a large local gym. RZ’s will give $500 to the local homeowner who sends in the largest piece of hail, as judged by Facebook fans, during the season. In return, the gym will promote the contest at its multiple locations, link to the content promotion page on RZ’s website, and share images of its fans holding large pieces of hail via social media.

What does the gym get in return: A catchy slogan (e.g., it’s similar to “big as hell,” popular gym parlance) to market around during the hail season.

It’s a win-win for everyone involved, especially RZ.

He gets a link, but most important he realizes how to create content to nail each one of his goals. You can do the same. All it takes is a change in mindset. Away from content creation. Toward outreach, promote and amplify.

Summary

While the story of RZ’s entirely fictional, it is based on techniques I’ve used with other small and midsize businesses. The keys, I’ve found, are to get away from thinking about your industry/brand as being boring, even if it is, and marshal the resources to find the audience who’ll benefit from from your content and, most important, identify the influencers who’ll promote and amplify it.

What are your thoughts?

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Reblogged 4 years ago from tracking.feedpress.it

Moz’s 2014 Annual Report

Posted by SarahBird

Moz has a tradition of sharing its financials (check out 2012 and 2013 for funzies). It’s an important part of TAGFEE.

Why do we do it? Moz gets its strength from the community of marketers and entrepreneurs that support it. We celebrated 10 years of our community last October. In some ways, the purpose of this report is to give you an inside look into our company. It’s one of many lenses that tell the story of Moz.

Yep. I know. It’s April. I’m not proud. Better late than never, right?

I had a very long and extensive version of this post planned, something closer to last year’s extravaganza. I finally had to admit to myself that I was letting the perfect become the enemy of the good (or at least the done). There was no way I could capture an entire year’s worth of ups and downs—along with supporting data—in a single blog post.

Without further ado, here’s the meat-and-potatoes 2014 Year In Review (and here’s an infographic with more statistics for your viewing pleasure!):

Moz ended 2014 with $31.3 million in revenue. About $30 million was recurring revenue (mostly from subscriptions to Moz Pro and the API).

Here’s a breakdown of all our major revenue sources:

Compared to previous years, 2014 was a much slower growth year. We knew very early that it was going to be a tough year because we started Q1 with negative growth. We worked very hard and successfully shifted the momentum back to increasingly positive quarterly growth rates. I’m proud of what we’ve accomplished so far. We still have a long ways to go to meet our potential, but we’re on the path.

In subscription businesses, If you start the year with negative or even slow growth it is very hard to have meaningful annual growth. All things being equal, you’re better off having a bad quarter in Q4 than Q1. If you get a new customer in Q1, you usually earn revenue from that customer all year. If you get a new customer in Q4, it will barely make a dent in that year, although it should set you up nicely for the following year.

We exited 2014 on a good flight path, which bodes well for 2015. We slammed right into some nasty billing system challenges in Q1 2015, but still managed to grow revenue 6.5%. Mad props to the team for shifting momentum last year and for digging into the billing system challenges we’re experiencing now.

We were very successful in becoming more efficient and managing costs in 2014. Our Cost of Revenue (COR), the cost of producing what we sell, fell by 30% to $8.2 million. These savings drove our gross profit margin up from 63% in 2013 to 74%.

Our operating profit increased by 30%. Here’s a breakdown of our major expenses (both operating expenses and COR):

Total operating expenses (which don’t include COR) clocked in at about $29.9 million this year.

The efficiency gains positively impacted EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) by pushing it up 50% year over year. In 2013, EBITDA was -$4.5 million. We improved it to -$2.1 million in 2014. We’re a VC-backed startup, so this was a planned loss.

One of the most dramatic indicators of our improved efficiency in 2014 is the substantial decline in our consumption of cash.

In 2014, we spent $1.5 million in cash. This was a planned burn, and is actually very impressive for a startup. In fact, we are intentionally increasing our burn, so we don’t expect EBITDA and cash burn to look as good in 2015! Hopefully, though, you will see that revenue growth rate increase.

Let’s check in on some other Moz KPIs:

At the end of 2014, we reported a little over 27,000 Pro users. When billing system issues hit in Q1 2015, we discovered some weird under- and over-reporting, so the number of subscribers was adjusted down by about ~450 after we scrubbed a bunch of inactive accounts out of the database. We expect accounts to stabilize and be more reliable now that we’ve fixed those issues.

We launched Moz Local about a year ago. I’m amazed and thrilled that we were able to end the year managing 27,000 locations for a range of customers. We just recently took our baby steps into the UK, and we’ve got a bunch of great additional features planned. What an incredible launch year!

We published over 300 posts combined on the Moz Blog and YouMoz. Nearly 20,000 people left comments. Well done, team!

Our content and social efforts are paying off with a 26% year-over-year increase in organic search traffic.

We continue to see good growth across many of our off-site communities, too:

The team grew to 149 people last year. We’re at ~37% women, which is nowhere near where I want it to be. We have a long way to go before the team reflects the diversity of the communities around us.

Our paid, paid vacation perk is very popular with Mozzers, and why wouldn’t it be? Everyone gets $3,000/year to use toward their vacations. In 2014, we spent over $420,000 to help our Mozzers take a break and get connected with matters most.

PPV.png

Also, we’re hiring! You’ll have my undying gratitude if you send me your best software engineers. Help us, help you. 😉

Last, but certainly not least, Mozzers continue to be generous (the ‘G’ in TAGFEE) and donate to the charities of their choice. In 2014, Mozzers donated $48k, and Moz added another $72k to increase the impact of their gifts. Combining those two figures, we donated $120k to causes our team members are passionate about. That’s an average of $805 per employee!

Mozzers are optimists with initiative. I think that’s why they are so generous with their time and money to folks in need. They believe the world can be a better place if we act to change it.

That’s a wrap on 2014! A year with many ups and downs. Fortunately, Mozzers don’t quit when things get hard. They embrace TAGFEE and lean into the challenge.

Revenue is growing again. We’re still operating very efficiently, and TAGFEE is strong. We’re heads-down executing on some big projects that customers have been clamoring for. Thank you for sticking with us, and for inspiring us to make marketing better every day.

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

Reblogged 4 years ago from tracking.feedpress.it

Moving 5 Domains to 1: An SEO Case Study

Posted by Dr-Pete

People often ask me if they should change domain names, and I always shudder just a little. Changing domains is a huge, risky undertaking, and too many people rush into it seeing only the imaginary upside. The success of the change also depends wildly on the details, and it’s not the kind of question anyone should be asking casually on social media.

Recently, I decided that it was time to find a new permanent home for my personal and professional blogs, which had gradually spread out over 5 domains. I also felt my main domain was no longer relevant to my current situation, and it was time for a change. So, ultimately I ended up with a scenario that looked like this:

The top three sites were active, with UserEffect.com being my former consulting site and blog (and relatively well-trafficked). The bottom two sites were both inactive and were both essentially gag sites. My one-pager, AreYouARealDoctor.com, did previously rank well for “are you a real doctor”, so I wanted to try to recapture that.

I started migrating the 5 sites in mid-January, and I’ve been tracking the results. I thought it would be useful to see how this kind of change plays out, in all of the gory details. As it turns out, nothing is ever quite “textbook” when it comes to technical SEO.

Why Change Domains at All?

The rationale for picking a new domain could fill a month’s worth of posts, but I want to make one critical point – changing domains should be about your business goals first, and SEO second. I did not change domains to try to rank better for “Dr. Pete” – that’s a crap shoot at best. I changed domains because my old consulting brand (“User Effect”) no longer represented the kind of work I do and I’m much more known by my personal brand.

That business case was strong enough that I was willing to accept some losses. We went through a similar transition here
from SEOmoz.org to Moz.com. That was a difficult transition that cost us some SEO ground, especially short-term, but our core rationale was grounded in the business and where it’s headed. Don’t let an SEO pipe dream lead you into a risky decision.

Why did I pick a .co domain? I did it for the usual reason – the .com was taken. For a project of this type, where revenue wasn’t on the line, I didn’t have any particular concerns about .co. The evidence on how top-level domains (TLDs) impact ranking is tough to tease apart (so many other factors correlate with .com’s), and Google’s attitude tends to change over time, especially if new TLDs are abused. Anecdotally, though, I’ve seen plenty of .co’s rank, and I wasn’t concerned.

Step 1 – The Boring Stuff

It is absolutely shocking how many people build a new site, slap up some 301s, pull the switch, and hope for the best. It’s less shocking how many of those people end up in Q&A a week later, desperate and bleeding money.


Planning is hard work, and it’s boring – get over it.

You need to be intimately familiar with every page on your existing site(s), and, ideally, you should make a list. Not only do you have to plan for what will happen to each of these pages, but you’ll need that list to make sure everything works smoothly later.

In my case, I decided it might be time to do some housekeeping – the User Effect blog had hundreds of posts, many outdated and quite a few just not very good. So, I started with the easy data – recent traffic. I’m sure you’ve seen this Google Analytics report (Behavior > Site Content > All Pages):

Since I wanted to focus on recent activity, and none of the sites had much new content, I restricted myself to a 3-month window (Q4 of 2014). Of course, I looked much deeper than the top 10, but the principle was simple – I wanted to make sure the data matched my intuition and that I wasn’t cutting off anything important. This helped me prioritize the list.

Of course, from an SEO standpoint, I also didn’t want to lose content that had limited traffic but solid inbound links. So, I checked my “Top Pages” report in
Open Site Explorer:

Since the bulk of my main site was a blog, the top trafficked and top linked-to pages fortunately correlated pretty well. Again, this is only a way to prioritize. If you’re dealing with sites with thousands of pages, you need to work methodically through the site architecture.

I’m going to say something that makes some SEOs itchy – it’s ok not to move some pages to the new site. It’s even ok to let some pages 404. In Q4, UserEffect.com had traffic to 237 URLs. The top 10 pages accounted for 91.9% of that traffic. I strongly believe that moving domains is a good time to refocus a site and concentrate your visitors and link equity on your best content. More is not better in 2015.

Letting go of some pages also means that you’re not 301-redirecting a massive number of old URLs to a new home-page. This can look like a low-quality attempt to consolidate link-equity, and at large scale it can raise red flags with Google. Content worth keeping should exist on the new site, and your 301s should have well-matched targets.

In one case, I had a blog post that had a decent trickle of traffic due to ranking for “50,000 push-ups,” but the post itself was weak and the bounce rate was very high:

The post was basically just a placeholder announcing that I’d be attempting this challenge, but I never recapped anything after finishing it. So, in this case,
I rewrote the post.

Of course, this process was repeated across the 3 active sites. The 2 inactive sites only constituted a handful of total pages. In the case of AreYouARealDoctor.com, I decided to turn the previous one-pager
into a new page on the new site. That way, I had a very well-matched target for the 301-redirect, instead of simply mapping the old site to my new home-page.

I’m trying to prove a point – this is the amount of work I did for a handful of sites that were mostly inactive and producing no current business value. I don’t need consulting gigs and these sites produce no direct revenue, and yet I still considered this process worth the effort.

Step 2 – The Big Day

Eventually, you’re going to have to make the move, and in most cases, I prefer ripping off the bandage. Of course, doing something all at once doesn’t mean you shouldn’t be careful.

The biggest problem I see with domain switches (even if they’re 1-to-1) is that people rely on data that can take weeks to evaluate, like rankings and traffic, or directly checking Google’s index. By then, a lot of damage is already done. Here are some ways to find out quickly if you’ve got problems…

(1) Manually Check Pages

Remember that list you were supposed to make? It’s time to check it, or at least spot-check it. Someone needs to physically go to a browser and make sure that each major section of the site and each important individual page is resolving properly. It doesn’t matter how confident your IT department/guy/gal is – things go wrong.

(2) Manually Check Headers

Just because a page resolves, it doesn’t mean that your 301-redirects are working properly, or that you’re not firing some kind of 17-step redirect chain. Check your headers. There are tons of free tools, but lately I’m fond of
URI Valet. Guess what – I screwed up my primary 301-redirects. One of my registrar transfers wasn’t working, so I had to have a setting changed by customer service, and I inadvertently ended up with 302s (Pro tip: Don’t change registrars and domains in one step):

Don’t think that because you’re an “expert”, your plan is foolproof. Mistakes happen, and because I caught this one I was able to correct it fairly quickly.

(3) Submit Your New Site

You don’t need to submit your site to Google in 2015, but now that Google Webmaster Tools allows it, why not do it? The primary argument I hear is “well, it’s not necessary.” True, but direct submission has one advantage – it’s fast.

To be precise, Google Webmaster Tools separates the process into “Fetch” and “Submit to index” (you’ll find this under “Crawl” > “Fetch as Google”). Fetching will quickly tell you if Google can resolve a URL and retrieve the page contents, which alone is pretty useful. Once a page is fetched, you can submit it, and you should see something like this:

This isn’t really about getting indexed – it’s about getting nearly instantaneous feedback. If Google has any major problems with crawling your site, you’ll know quickly, at least at the macro level.

(4) Submit New XML Sitemaps

Finally, submit a new set of XML sitemaps in Google Webmaster Tools, and preferably tiered sitemaps. While it’s a few years old now, Rob Ousbey has a great post on the subject of
XML sitemap structure. The basic idea is that, if you divide your sitemap into logical sections, it’s going to be much easier to diagnosis what kinds of pages Google is indexing and where you’re running into trouble.

A couple of pro tips on sitemaps – first, keep your old sitemaps active temporarily. This is counterintuitive to some people, but unless Google can crawl your old URLs, they won’t see and process the 301-redirects and other signals. Let the old accounts stay open for a couple of months, and don’t cut off access to the domains you’re moving.

Second (I learned this one the hard way), make sure that your Google Webmaster Tools site verification still works. If you use file uploads or meta tags and don’t move those files/tags to the new site, GWT verification will fail and you won’t have access to your old accounts. I’d recommend using a more domain-independent solution, like verifying with Google Analytics. If you lose verification, don’t panic – your data won’t be instantly lost.

Step 3 – The Waiting Game

Once you’ve made the switch, the waiting begins, and this is where many people start to panic. Even executed perfectly, it can take Google weeks or even months to process all of your 301-redirects and reevaluate a new domain’s capacity to rank. You have to expect short term fluctuations in ranking and traffic.

During this period, you’ll want to watch a few things – your traffic, your rankings, your indexed pages (via GWT and the site: operator), and your errors (such as unexpected 404s). Traffic will recover the fastest, since direct traffic is immediately carried through redirects, but ranking and indexation will lag, and errors may take time to appear.

(1) Monitor Traffic

I’m hoping you know how to check your traffic, but actually trying to determine what your new levels should be and comparing any two days can be easier said than done. If you launch on a Friday, and then Saturday your traffic goes down on the new site, that’s hardly cause for panic – your traffic probably
always goes down on Saturday.

In this case, I redirected the individual sites over about a week, but I’m going to focus on UserEffect.com, as that was the major traffic generator. That site was redirected, in full on January 21st, and the Google Analytics data for January for the old site looked like this:

So far, so good – traffic bottomed out almost immediately. Of course, losing traffic is easy – the real question is what’s going on with the new domain. Here’s the graph for January for DrPete.co:

This one’s a bit trickier – the first spike, on January 16th, is when I redirected the first domain. The second spike, on January 22nd, is when I redirected UserEffect.com. Both spikes are meaningless – I announced these re-launches on social media and got a short-term traffic burst. What we really want to know is where traffic is leveling out.

Of course, there isn’t a lot of history here, but a typical day for UserEffect.com in January was about 1,000 pageviews. The traffic to DrPete.co after it leveled out was about half that (500 pageviews). It’s not a complete crisis, but we’re definitely looking at a short-term loss.

Obviously, I’m simplifying the process here – for a large, ecommerce site you’d want to track a wide range of metrics, including conversion metrics. Hopefully, though, this illustrates the core approach. So, what am I missing out on? In this day of [not provided], tracking down a loss can be tricky. Let’s look for clues in our other three areas…

(2) Monitor Indexation

You can get a broad sense of your indexed pages from Google Webmaster Tools, but this data often lags real-time and isn’t very granular. Despite its shortcomings, I still prefer
the site: operator. Generally, I monitor a domain daily – any one measurement has a lot of noise, but what you’re looking for is the trend over time. Here’s the indexed page count for DrPete.co:

The first set of pages was indexed fairly quickly, and then the second set started being indexed soon after UserEffect.com was redirected. All in all, we’re seeing a fairly steady upward trend, and that’s what we’re hoping to see. The number is also in the ballpark of sanity (compared to the actual page count) and roughly matched GWT data once it started being reported.

So, what happened to UserEffect.com’s index after the switch?

The timeframe here is shorter, since UserEffect.com was redirected last, but we see a gradual decline in indexation, as expected. Note that the index size plateaus around 60 pages – about 1/4 of the original size. This isn’t abnormal – low-traffic and unlinked pages (or those with deep links) are going to take a while to clear out. This is a long-term process. Don’t panic over the absolute numbers – what you want here is a downward trend on the old domain accompanied by a roughly equal upward trend on the new domain.

The fact that UserEffect.com didn’t bottom out is definitely worth monitoring, but this timespan is too short for the plateau to be a major concern. The next step would be to dig into these specific pages and look for a pattern.

(3) Monitor Rankings

The old domain is dropping out of the index, and the new domain is taking its place, but we still don’t know why the new site is taking a traffic hit. It’s time to dig into our core keyword rankings.

Historically, UserEffect.com had ranked well for keywords related to “split test calculator” (near #1) and “usability checklist” (in the top 3). While [not provided] makes keyword-level traffic analysis tricky, we also know that the split-test calculator is one of the top trafficked pages on the site, so let’s dig into that one. Here’s the ranking data from Moz Analytics for “split test calculator”:

The new site took over the #1 position from the old site at first, but then quickly dropped down to the #3/#4 ranking. That may not sound like a lot, but given this general keyword category was one of the site’s top traffic drivers, the CTR drop from #1 to #3/#4 could definitely be causing problems.

When you have a specific keyword you can diagnose, it’s worth taking a look at the live SERP, just to get some context. The day after relaunch, I captured this result for “dr. pete”:

Here, the new domain is ranking, but it’s showing the old title tag. This may not be cause for alarm – weird things often happen in the very short term – but in this case we know that I accidentally set up a 302-redirect. There’s some reason to believe that Google didn’t pass full link equity during that period when 301s weren’t implemented.

Let’s look at a domain where the 301s behaved properly. Before the site was inactive, AreYouARealDoctor.com ranked #1 for “are you a real doctor”. Since there was an inactive period, and I dropped the exact-match domain, it wouldn’t be surprising to see a corresponding ranking drop.

In reality, the new site was ranking #1 for “are you a real doctor” within 2 weeks of 301-redirecting the old domain. The graph is just a horizontal line at #1, so I’m not going to bother you with it, but here’s a current screenshot (incognito):

Early on, I also spot-checked this result, and it wasn’t showing the strange title tag crossover that UserEffect.com pages exhibited. So, it’s very likely that the 302-redirects caused some problems.

Of course, these are just a couple of keywords, but I hope it provides a starting point for you to understand how to methodically approach this problem. There’s no use crying over spilled milk, and I’m not going to fire myself, so let’s move on to checking any other errors that I might have missed.

(4) Check Errors (404s, etc.)

A good first stop for unexpected errors is the “Crawl Errors” report in Google Webmaster Tools (Crawl > Crawl Errors). This is going to take some digging, especially if you’ve deliberately 404’ed some content. Over the couple of weeks after re-launch, I spotted the following problems:

The old site had a “/blog” directory, but the new site put the blog right on the home-page and had no corresponding directory. Doh. Hey, do as I say, not as I do, ok? Obviously, this was a big blunder, as the old blog home-page was well-trafficked.

The other two errors here are smaller but easy to correct. MinimalTalent.com had a “/free” directory that housed downloads (mostly PDFs). I missed it, since my other sites used a different format. Luckily, this was easy to remap.

The last error is a weird looking URL, and there are other similar URLs in the 404 list. This is where site knowledge is critical. I custom-designed a URL shortener for UserEffect.com and, in some cases, people linked to those URLs. Since those URLs didn’t exist in the site architecture, I missed them. This is where digging deep into historical traffic reports and your top-linked pages is critical. In this case, the fix isn’t easy, and I have to decide whether the loss is worth the time.

What About the New EMD?

My goal here wasn’t to rank better for “Dr. Pete,” and finally unseat Dr. Pete’s Marinades, Dr. Pete the Sodastream flavor (yes, it’s hilarious – you can stop sending me your grocery store photos), and 172 dentists. Ok, it mostly wasn’t my goal. Of course, you might be wondering how switching to an EMD worked out.

In the short term, I’m afraid the answer is “not very well.” I didn’t track ranking for “Dr. Pete” and related phrases very often before the switch, but it appears that ranking actually fell in the short-term. Current estimates have me sitting around page 4, even though my combined link profile suggests a much stronger position. Here’s a look at the ranking history for “dr pete” since relaunch (from Moz Analytics):

There was an initial drop, after which the site evened out a bit. This less-than-impressive plateau could be due to the bad 302s during transition. It could be Google evaluating a new EMD and multiple redirects to that EMD. It could be that the prevalence of natural anchor text with “Dr. Pete” pointing to my site suddenly looked unnatural when my domain name switched to DrPete.co. It could just be that this is going to take time to shake out.

If there’s a lesson here (and, admittedly, it’s too soon to tell), it’s that you shouldn’t rush to buy an EMD in 2015 in the wild hope of instantly ranking for that target phrase. There are so many factors involved in ranking for even a moderately competitive term, and your domain is just one small part of the mix.

So, What Did We Learn?

I hope you learned that I should’ve taken my own advice and planned a bit more carefully. I admit that this was a side project and it didn’t get the attention it deserved. The problem is that, even when real money is at stake, people rush these things and hope for the best. There’s a real cheerleading mentality when it comes to change – people want to take action and only see the upside.

Ultimately, in a corporate or agency environment, you can’t be the one sour note among the cheering. You’ll be ignored, and possibly even fired. That’s not fair, but it’s reality. What you need to do is make sure the work gets done right and people go into the process with eyes wide open. There’s no room for shortcuts when you’re moving to a new domain.

That said, a domain change isn’t a death sentence, either. Done right, and with sensible goals in mind – balancing not just SEO but broader marketing and business objectives – a domain migration can be successful, even across multiple sites.

To sum up: Plan, plan, plan, monitor, monitor, monitor, and try not to panic.

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Reblogged 4 years ago from tracking.feedpress.it