Is Australia the land of opportunity for your retail brand?

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

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

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

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

The GST loophole

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

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

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

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

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

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

How tech-savvy are the Aussies?

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

Marketing your brand

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

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

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

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

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

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

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

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

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

Reblogged 3 years ago from blog.dotmailer.com

Controlling Search Engine Crawlers for Better Indexation and Rankings – Whiteboard Friday

Posted by randfish

When should you disallow search engines in your robots.txt file, and when should you use meta robots tags in a page header? What about nofollowing links? In today’s Whiteboard Friday, Rand covers these tools and their appropriate use in four situations that SEOs commonly find themselves facing.

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

Video transcription

Howdy Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to talk about controlling search engine crawlers, blocking bots, sending bots where we want, restricting them from where we don’t want them to go. We’re going to talk a little bit about crawl budget and what you should and shouldn’t have indexed.

As a start, what I want to do is discuss the ways in which we can control robots. Those include the three primary ones: robots.txt, meta robots, and—well, the nofollow tag is a little bit less about controlling bots.

There are a few others that we’re going to discuss as well, including Webmaster Tools (Search Console) and URL status codes. But let’s dive into those first few first.

Robots.txt lives at yoursite.com/robots.txt, it tells crawlers what they should and shouldn’t access, it doesn’t always get respected by Google and Bing. So a lot of folks when you say, “hey, disallow this,” and then you suddenly see those URLs popping up and you’re wondering what’s going on, look—Google and Bing oftentimes think that they just know better. They think that maybe you’ve made a mistake, they think “hey, there’s a lot of links pointing to this content, there’s a lot of people who are visiting and caring about this content, maybe you didn’t intend for us to block it.” The more specific you get about an individual URL, the better they usually are about respecting it. The less specific, meaning the more you use wildcards or say “everything behind this entire big directory,” the worse they are about necessarily believing you.

Meta robots—a little different—that lives in the headers of individual pages, so you can only control a single page with a meta robots tag. That tells the engines whether or not they should keep a page in the index, and whether they should follow the links on that page, and it’s usually a lot more respected, because it’s at an individual-page level; Google and Bing tend to believe you about the meta robots tag.

And then the nofollow tag, that lives on an individual link on a page. It doesn’t tell engines where to crawl or not to crawl. All it’s saying is whether you editorially vouch for a page that is being linked to, and whether you want to pass the PageRank and link equity metrics to that page.

Interesting point about meta robots and robots.txt working together (or not working together so well)—many, many folks in the SEO world do this and then get frustrated.

What if, for example, we take a page like “blogtest.html” on our domain and we say “all user agents, you are not allowed to crawl blogtest.html. Okay—that’s a good way to keep that page away from being crawled, but just because something is not crawled doesn’t necessarily mean it won’t be in the search results.

So then we have our SEO folks go, “you know what, let’s make doubly sure that doesn’t show up in search results; we’ll put in the meta robots tag:”

<meta name="robots" content="noindex, follow">

So, “noindex, follow” tells the search engine crawler they can follow the links on the page, but they shouldn’t index this particular one.

Then, you go and run a search for “blog test” in this case, and everybody on the team’s like “What the heck!? WTF? Why am I seeing this page show up in search results?”

The answer is, you told the engines that they couldn’t crawl the page, so they didn’t. But they are still putting it in the results. They’re actually probably not going to include a meta description; they might have something like “we can’t include a meta description because of this site’s robots.txt file.” The reason it’s showing up is because they can’t see the noindex; all they see is the disallow.

So, if you want something truly removed, unable to be seen in search results, you can’t just disallow a crawler. You have to say meta “noindex” and you have to let them crawl it.

So this creates some complications. Robots.txt can be great if we’re trying to save crawl bandwidth, but it isn’t necessarily ideal for preventing a page from being shown in the search results. I would not recommend, by the way, that you do what we think Twitter recently tried to do, where they tried to canonicalize www and non-www by saying “Google, don’t crawl the www version of twitter.com.” What you should be doing is rel canonical-ing or using a 301.

Meta robots—that can allow crawling and link-following while disallowing indexation, which is great, but it requires crawl budget and you can still conserve indexing.

The nofollow tag, generally speaking, is not particularly useful for controlling bots or conserving indexation.

Webmaster Tools (now Google Search Console) has some special things that allow you to restrict access or remove a result from the search results. For example, if you have 404’d something or if you’ve told them not to crawl something but it’s still showing up in there, you can manually say “don’t do that.” There are a few other crawl protocol things that you can do.

And then URL status codes—these are a valid way to do things, but they’re going to obviously change what’s going on on your pages, too.

If you’re not having a lot of luck using a 404 to remove something, you can use a 410 to permanently remove something from the index. Just be aware that once you use a 410, it can take a long time if you want to get that page re-crawled or re-indexed, and you want to tell the search engines “it’s back!” 410 is permanent removal.

301—permanent redirect, we’ve talked about those here—and 302, temporary redirect.

Now let’s jump into a few specific use cases of “what kinds of content should and shouldn’t I allow engines to crawl and index” in this next version…

[Rand moves at superhuman speed to erase the board and draw part two of this Whiteboard Friday. Seriously, we showed Roger how fast it was, and even he was impressed.]

Four crawling/indexing problems to solve

So we’ve got these four big problems that I want to talk about as they relate to crawling and indexing.

1. Content that isn’t ready yet

The first one here is around, “If I have content of quality I’m still trying to improve—it’s not yet ready for primetime, it’s not ready for Google, maybe I have a bunch of products and I only have the descriptions from the manufacturer and I need people to be able to access them, so I’m rewriting the content and creating unique value on those pages… they’re just not ready yet—what should I do with those?”

My options around crawling and indexing? If I have a large quantity of those—maybe thousands, tens of thousands, hundreds of thousands—I would probably go the robots.txt route. I’d disallow those pages from being crawled, and then eventually as I get (folder by folder) those sets of URLs ready, I can then allow crawling and maybe even submit them to Google via an XML sitemap.

If I’m talking about a small quantity—a few dozen, a few hundred pages—well, I’d probably just use the meta robots noindex, and then I’d pull that noindex off of those pages as they are made ready for Google’s consumption. And then again, I would probably use the XML sitemap and start submitting those once they’re ready.

2. Dealing with duplicate or thin content

What about, “Should I noindex, nofollow, or potentially disallow crawling on largely duplicate URLs or thin content?” I’ve got an example. Let’s say I’m an ecommerce shop, I’m selling this nice Star Wars t-shirt which I think is kind of hilarious, so I’ve got starwarsshirt.html, and it links out to a larger version of an image, and that’s an individual HTML page. It links out to different colors, which change the URL of the page, so I have a gray, blue, and black version. Well, these four pages are really all part of this same one, so I wouldn’t recommend disallowing crawling on these, and I wouldn’t recommend noindexing them. What I would do there is a rel canonical.

Remember, rel canonical is one of those things that can be precluded by disallowing. So, if I were to disallow these from being crawled, Google couldn’t see the rel canonical back, so if someone linked to the blue version instead of the default version, now I potentially don’t get link credit for that. So what I really want to do is use the rel canonical, allow the indexing, and allow it to be crawled. If you really feel like it, you could also put a meta “noindex, follow” on these pages, but I don’t really think that’s necessary, and again that might interfere with the rel canonical.

3. Passing link equity without appearing in search results

Number three: “If I want to pass link equity (or at least crawling) through a set of pages without those pages actually appearing in search results—so maybe I have navigational stuff, ways that humans are going to navigate through my pages, but I don’t need those appearing in search results—what should I use then?”

What I would say here is, you can use the meta robots to say “don’t index the page, but do follow the links that are on that page.” That’s a pretty nice, handy use case for that.

Do NOT, however, disallow those in robots.txt—many, many folks make this mistake. What happens if you disallow crawling on those, Google can’t see the noindex. They don’t know that they can follow it. Granted, as we talked about before, sometimes Google doesn’t obey the robots.txt, but you can’t rely on that behavior. Trust that the disallow in robots.txt will prevent them from crawling. So I would say, the meta robots “noindex, follow” is the way to do this.

4. Search results-type pages

Finally, fourth, “What should I do with search results-type pages?” Google has said many times that they don’t like your search results from your own internal engine appearing in their search results, and so this can be a tricky use case.

Sometimes a search result page—a page that lists many types of results that might come from a database of types of content that you’ve got on your site—could actually be a very good result for a searcher who is looking for a wide variety of content, or who wants to see what you have on offer. Yelp does this: When you say, “I’m looking for restaurants in Seattle, WA,” they’ll give you what is essentially a list of search results, and Google does want those to appear because that page provides a great result. But you should be doing what Yelp does there, and make the most common or popular individual sets of those search results into category-style pages. A page that provides real, unique value, that’s not just a list of search results, that is more of a landing page than a search results page.

However, that being said, if you’ve got a long tail of these, or if you’d say “hey, our internal search engine, that’s really for internal visitors only—it’s not useful to have those pages show up in search results, and we don’t think we need to make the effort to make those into category landing pages.” Then you can use the disallow in robots.txt to prevent those.

Just be cautious here, because I have sometimes seen an over-swinging of the pendulum toward blocking all types of search results, and sometimes that can actually hurt your SEO and your traffic. Sometimes those pages can be really useful to people. So check your analytics, and make sure those aren’t valuable pages that should be served up and turned into landing pages. If you’re sure, then go ahead and disallow all your search results-style pages. You’ll see a lot of sites doing this in their robots.txt file.

That being said, I hope you have some great questions about crawling and indexing, controlling robots, blocking robots, allowing robots, and I’ll try and tackle those in the comments below.

We’ll look forward to seeing you again next week for another edition of Whiteboard Friday. Take care!

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

Creating Demand for Products, Services, and Ideas that Have Little to No Existing Search Volume – Whiteboard Friday

Posted by randfish

A lot of fantastic websites (and products, services, ideas, etc.) are in something of a pickle: The keywords they would normally think to target get next to no search volume. It can make SEO seem like a lost cause. In today’s Whiteboard Friday, Rand explains why that’s not the case, and talks about the one extra step that’ll help those organizations create the demand they want.

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

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about a particularly challenging problem in the world of SEO, and that is trying to do SEO or trying to do any type of web marketing when your product, service, or idea has no search volume around it. So nobody is already looking for what you offer. It’s a new thing, a new concept.

I’ll use the example here of a website that I’m very fond of, but which there’s virtually no search volume for, called Niice. It’s Niice.co.

It’s great. I searched for things in here. It brings me back all these wonderful visuals from places like Colossus and lots of design portals. I love this site. I use it all the time for inspiration, for visuals, for stuff that I might write about on blogs, for finding new artists. It’s just cool. I love it. I love the discovery aspect of it, and I think it can be really great for finding artists and designers and visuals.

But when I looked at the keyword research — and granted I didn’t go deep into the keyword research, but let’s imagine that I did — I looked for things like: “visual search engine” almost no volume; “search engine for designers” almost no volume; “graphical search engine” almost no volume; “find designer visuals” nada.

So when they look at their keyword research they go, “Man, we don’t even have keywords to target here really.” SEO almost feels like it’s not a channel of opportunity, and I think that’s where many, many companies and businesses make mistakes actually, because just because you don’t see keyword research around exactly around what you’re offering doesn’t mean that SEO can’t be a great channel. It just means we have to do an extra step of work, and that’s what I want to talk about today.

So I think when you encounter this type of challenge — and granted it might not be the challenge that there’s no keyword volume — it could be a challenge in your business, for your organization, for some ideas or products that you have or are launching that there’s just very little, and thus you’re struggling to come up with enough volume to create the quantity of leads, or free trials, or customers that you need. This process really can work.

Key questions to start.

1) Who’s the target audience?

In Niice’s case, that’s going to be a lot of designers. It might be people who are creating presentations. It might be those who are searching out designers or artists. It could be people seeking inspiration for all sorts of things. So they’re going to figure out who that is.

From there, they can look at the job title, interests, demographics of those people, and then you can do some cool stuff where you can figure out things like, “Oh, you know what? We could do some Facebook ad targeting to those right groups to help boost their interests in our product and potentially, well, create branded search volume down the road, attract direct visitors, build brand awareness for ourselves, and potentially get some traffic to the site directly as well. If we can convert some of that traffic, well, that’s fantastic.”

In their case, I think Niice is ad-supported right now, so all they really need is the traffic itself. But regardless, this is that same type of process you’d use.

2) What else do they search for?

What is that target audience searching for? Knowledge, products, tools, services, people, brands, whatever it is, if you know who the audience is, you can figure out what they’re searching for because they have needs. If they have a job title, if they have interests, if you have those profile features about the audience, you can figure out what else they’re going to be searching for, and in this case, knowing what designers are searching for, well, that’s probably relatively simplistic. The other parts of their audience might be more complex, but that one is pretty obvious.

From that, we can do content creation. We can do keyword targeting to be in front of those folks when they’re doing search by creating content that may not necessarily be exactly selling our tools, but that’s the idea of content marketing. We’re creating content to target people higher up in the funnel before they need our product.

We can use that, too, for product and feature inspiration in the product itself. So in this case, Niice might consider creating a design pattern library or several, pulling from different places, or hiring someone to come in and build one for them and then featuring that somewhere on the site if you haven’t done a search yet and then potentially trying to rank for that in the search engine, which then brings qualified visitors, the types of people who once they got exposed to Niice would be like, “Wow, this is great and it’s totally free. I love it.”

UX tool list, so list of tools for user experience, people on the design or UI side, maybe Photoshop tutorials, whatever it is that they feel like they’re competent and capable of creating and could potentially rank for, well, now you’re attracting the right audience to your site before they need your product.

3) Where do they go?

That audience, where are they going on the web? What do they do when they get there? To whom do they listen? Who are their influencers? How can we be visible in those locations? So from that I can get things like influencer targeting and outreach. I can get ad and sponsorship opportunities. I can figure out places to do partnership or guest content or business development.

In Niice’s case, that might be things like sponsor or speak at design events. Maybe they could create an awards project for Dribble. So they go to Dribble, they look at what’s been featured there, or they go to Colossus, or some of the other sites that they feature, and they find the best work of the week. At the end of the week, they feature the top 10 projects, and then they call out the designers who put them together.

Wow, that’s terrific. Now you’re getting in front of the audience whose work you’re featuring, which is going to, in turn, make them amplify Niice’s project and product to an audience who’s likely to be in their target audience. It’s sort of a win-win. That’s also going to help them build links, engagement, shares, and all sorts of signals that potentially will help them with their authority, both topically and domain-wide, which then means they can rank for all the content they create, building up this wonderful engine.

4) What types of content have achieved broad or viral distribution?

I think what we can glean from this is not just inspiration for content and keyword opportunities as we can from many other kinds of content, but also sites to target, in particular sites to target with advertising, sites to target for guest posting or sponsorship, or sites to target for business development or for partnerships, site to target in an ad network, sites to target psychographically or demographically for Facebook if we want to run ads like that, potentially bidding on ads in Google when people search for that website or for that brand name in paid search.

So if you’re Niice, you could think about contracting some featured artist to contribute visuals maybe for a topical news project. So something big is happening in the news or in the design community, you contract a few of the artists whose work you have featured or are featuring, or people from the communities whose work you’re featuring, and say, “Hey, we might not be able to pay you a lot, but we’re going to get in front of a ton of people. We’re going to build exposure for you, which is something we already do, FYI, and now you’ve got some wonderful content that has that potential to mimic that work.”

You could think about, and I love this just generally as a content marketing and SEO tactic, if you go find viral content, content that has had wide sharing success across the web from the past, say two, three, four, or five years ago, you have a great opportunity, especially if the initial creator of that content or project hasn’t continued on with it, to go say, “Hey, you know what? We can do a version of that. We’re going to modernize and update that for current audiences, current tastes, what’s currently going on in the market. We’re going to go build that, and we have a strong feeling that it’s going to be successful because it’s succeeded in the past.”

That, I think, is a great way to get content ideas from viral content and then to potentially overtake them in the search rankings too. If something from three or five years ago, that was particularly timely then still ranks today, if you produce it, you’re almost certainly going to come out on top due to Google’s bias for freshness, especially around things that have timely relevance.

5) Should brand advertisement be in our consideration set?

Then last one, I like to ask about brand advertising in these cases, because when there’s not search volume yet, a lot of times what you have to do is create awareness. I should change this from advertising to a brand awareness, because really there’s organic ways to do it and advertising ways to do it. You can think about, “Well, where are places that we can target where we could build that awareness? Should we invest in press and public relations?” Not press releases. “Then how do we own the market?” So I think one of the keys here is starting with that name or title or keyword phrase that encapsulates what the market will call your product, service or idea.

In the case of Niice, that could be, well, visual search engines. You can imagine the press saying, “Well, visual search engines like Niice have recently blah, blah, blah.” Or it could be designer search engines, or it could be graphical search engines, or it could be designer visual engines, whatever it is. You need to find what that thing is going to be and what’s going to resonate.

In the case of Nest, that was the smart home. In the case of Oculus, it was virtual reality and virtual reality gaming. In the case of Tesla, it was sort of already established. There’s electric cars, but they kind of own that market. If you know what those keywords are, you can own the market before it gets hot, and that’s really important because that means that all of the press and PR and awareness that happens around the organic rankings for that particular keyword phrase will all be owned and controlled by you.

When you search for “smart home,” Nest is going to dominate those top 10 results. When you search for “virtual reality gaming,” Oculus is going to dominate those top 10. It’s not necessarily dominate just on their own site, it’s dominate all the press and PR articles that are about that, all of the Wikipedia page about it, etc., etc. You become the brand that’s synonymous with the keyword or concept. From an SEO perspective, that’s a beautiful world to live in.

So, hopefully, for those of you who are struggling around demand for your keywords, for your volume, this process can be something that’s really helpful. I look forward to hearing from you in the comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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

Why We Can’t Do Keyword Research Like It’s 2010 – Whiteboard Friday

Posted by randfish

Keyword Research is a very different field than it was just five years ago, and if we don’t keep up with the times we might end up doing more harm than good. From the research itself to the selection and targeting process, in today’s Whiteboard Friday Rand explains what has changed and what we all need to do to conduct effective keyword research today.

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 do we need to change to keep up with the changing world of keyword research?

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat a little bit about keyword research, why it’s changed from the last five, six years and what we need to do differently now that things have changed. So I want to talk about changing up not just the research but also the selection and targeting process.

There are three big areas that I’ll cover here. There’s lots more in-depth stuff, but I think we should start with these three.

1) The Adwords keyword tool hides data!

This is where almost all of us in the SEO world start and oftentimes end with our keyword research. We go to AdWords Keyword Tool, what used to be the external keyword tool and now is inside AdWords Ad Planner. We go inside that tool, and we look at the volume that’s reported and we sort of record that as, well, it’s not good, but it’s the best we’re going to do.

However, I think there are a few things to consider here. First off, that tool is hiding data. What I mean by that is not that they’re not telling the truth, but they’re not telling the whole truth. They’re not telling nothing but the truth, because those rounded off numbers that you always see, you know that those are inaccurate. Anytime you’ve bought keywords, you’ve seen that the impression count never matches the count that you see in the AdWords tool. It’s not usually massively off, but it’s often off by a good degree, and the only thing it’s great for is telling relative volume from one from another.

But because AdWords hides data essentially by saying like, “Hey, you’re going to type in . . .” Let’s say I’m going to type in “college tuition,” and Google knows that a lot of people search for how to reduce college tuition, but that doesn’t come up in the suggestions because it’s not a commercial term, or they don’t think that an advertiser who bids on that is going to do particularly well and so they don’t show it in there. I’m giving an example. They might indeed show that one.

But because that data is hidden, we need to go deeper. We need to go beyond and look at things like Google Suggest and related searches, which are down at the bottom. We need to start conducting customer interviews and staff interviews, which hopefully has always been part of your brainstorming process but really needs to be now. Then you can apply that to AdWords. You can apply that to suggest and related.

The beautiful thing is once you get these tools from places like visiting forums or communities, discussion boards and seeing what terms and phrases people are using, you can collect all this stuff up, plug it back into AdWords, and now they will tell you how much volume they’ve got. So you take that how to lower college tuition term, you plug it into AdWords, they will show you a number, a non-zero number. They were just hiding it in the suggestions because they thought, “Hey, you probably don’t want to bid on that. That won’t bring you a good ROI.” So you’ve got to be careful with that, especially when it comes to SEO kinds of keyword research.

2) Building separate pages for each term or phrase doesn’t make sense

It used to be the case that we built separate pages for every single term and phrase that was in there, because we wanted to have the maximum keyword targeting that we could. So it didn’t matter to us that college scholarship and university scholarships were essentially people looking for exactly the same thing, just using different terminology. We would make one page for one and one page for the other. That’s not the case anymore.

Today, we need to group by the same searcher intent. If two searchers are searching for two different terms or phrases but both of them have exactly the same intent, they want the same information, they’re looking for the same answers, their query is going to be resolved by the same content, we want one page to serve those, and that’s changed up a little bit of how we’ve done keyword research and how we do selection and targeting as well.

3) Build your keyword consideration and prioritization spreadsheet with the right metrics

Everybody’s got an Excel version of this, because I think there’s just no awesome tool out there that everyone loves yet that kind of solves this problem for us, and Excel is very, very flexible. So we go into Excel, we put in our keyword, the volume, and then a lot of times we almost stop there. We did keyword volume and then like value to the business and then we prioritize.

What are all these new columns you’re showing me, Rand? Well, here I think is how sophisticated, modern SEOs that I’m seeing in the more advanced agencies, the more advanced in-house practitioners, this is what I’m seeing them add to the keyword process.

Difficulty

A lot of folks have done this, but difficulty helps us say, “Hey, this has a lot of volume, but it’s going to be tremendously hard to rank.”

The difficulty score that Moz uses and attempts to calculate is a weighted average of the top 10 domain authorities. It also uses page authority, so it’s kind of a weighted stack out of the two. If you’re seeing very, very challenging pages, very challenging domains to get in there, it’s going to be super hard to rank against them. The difficulty is high. For all of these ones it’s going to be high because college and university terms are just incredibly lucrative.

That difficulty can help bias you against chasing after terms and phrases for which you are very unlikely to rank for at least early on. If you feel like, “Hey, I already have a powerful domain. I can rank for everything I want. I am the thousand pound gorilla in my space,” great. Go after the difficulty of your choice, but this helps prioritize.

Opportunity

This is actually very rarely used, but I think sophisticated marketers are using it extremely intelligently. Essentially what they’re saying is, “Hey, if you look at a set of search results, sometimes there are two or three ads at the top instead of just the ones on the sidebar, and that’s biasing some of the click-through rate curve.” Sometimes there’s an instant answer or a Knowledge Graph or a news box or images or video, or all these kinds of things that search results can be marked up with, that are not just the classic 10 web results. Unfortunately, if you’re building a spreadsheet like this and treating every single search result like it’s just 10 blue links, well you’re going to lose out. You’re missing the potential opportunity and the opportunity cost that comes with ads at the top or all of these kinds of features that will bias the click-through rate curve.

So what I’ve seen some really smart marketers do is essentially build some kind of a framework to say, “Hey, you know what? When we see that there’s a top ad and an instant answer, we’re saying the opportunity if I was ranking number 1 is not 10 out of 10. I don’t expect to get whatever the average traffic for the number 1 position is. I expect to get something considerably less than that. Maybe something around 60% of that, because of this instant answer and these top ads.” So I’m going to mark this opportunity as a 6 out of 10.

There are 2 top ads here, so I’m giving this a 7 out of 10. This has two top ads and then it has a news block below the first position. So again, I’m going to reduce that click-through rate. I think that’s going down to a 6 out of 10.

You can get more and less scientific and specific with this. Click-through rate curves are imperfect by nature because we truly can’t measure exactly how those things change. However, I think smart marketers can make some good assumptions from general click-through rate data, which there are several resources out there on that to build a model like this and then include it in their keyword research.

This does mean that you have to run a query for every keyword you’re thinking about, but you should be doing that anyway. You want to get a good look at who’s ranking in those search results and what kind of content they’re building . If you’re running a keyword difficulty tool, you are already getting something like that.

Business value

This is a classic one. Business value is essentially saying, “What’s it worth to us if visitors come through with this search term?” You can get that from bidding through AdWords. That’s the most sort of scientific, mathematically sound way to get it. Then, of course, you can also get it through your own intuition. It’s better to start with your intuition than nothing if you don’t already have AdWords data or you haven’t started bidding, and then you can refine your sort of estimate over time as you see search visitors visit the pages that are ranking, as you potentially buy those ads, and those kinds of things.

You can get more sophisticated around this. I think a 10 point scale is just fine. You could also use a one, two, or three there, that’s also fine.

Requirements or Options

Then I don’t exactly know what to call this column. I can’t remember the person who’ve showed me theirs that had it in there. I think they called it Optional Data or Additional SERPs Data, but I’m going to call it Requirements or Options. Requirements because this is essentially saying, “Hey, if I want to rank in these search results, am I seeing that the top two or three are all video? Oh, they’re all video. They’re all coming from YouTube. If I want to be in there, I’ve got to be video.”

Or something like, “Hey, I’m seeing that most of the top results have been produced or updated in the last six months. Google appears to be biasing to very fresh information here.” So, for example, if I were searching for “university scholarships Cambridge 2015,” well, guess what? Google probably wants to bias to show results that have been either from the official page on Cambridge’s website or articles from this year about getting into that university and the scholarships that are available or offered. I saw those in two of these search results, both the college and university scholarships had a significant number of the SERPs where a fresh bump appeared to be required. You can see that a lot because the date will be shown ahead of the description, and the date will be very fresh, sometime in the last six months or a year.

Prioritization

Then finally I can build my prioritization. So based on all the data I had here, I essentially said, “Hey, you know what? These are not 1 and 2. This is actually 1A and 1B, because these are the same concepts. I’m going to build a single page to target both of those keyword phrases.” I think that makes good sense. Someone who is looking for college scholarships, university scholarships, same intent.

I am giving it a slight prioritization, 1A versus 1B, and the reason I do this is because I always have one keyword phrase that I’m leaning on a little more heavily. Because Google isn’t perfect around this, the search results will be a little different. I want to bias to one versus the other. In this case, my title tag, since I more targeting university over college, I might say something like college and university scholarships so that university and scholarships are nicely together, near the front of the title, that kind of thing. Then 1B, 2, 3.

This is kind of the way that modern SEOs are building a more sophisticated process with better data, more inclusive data that helps them select the right kinds of keywords and prioritize to the right ones. I’m sure you guys have built some awesome stuff. The Moz community is filled with very advanced marketers, probably plenty of you who’ve done even more than this.

I look forward to hearing from you in the comments. I would love to chat more about this topic, and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

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