While the program is recently revamped, dotmailer has enjoyed a 17-year history of working side-by-side with partners like Magento, Salesforce and Microsoft Dynamics. We value these relationships as an opportunity to help deliver the best marketing strategies that lead to more business for you and your clients. Our new partnership program extends these relationships with the right tools, resources and benefits to help you build, run and grow a profitable agency, marketing or technology reseller business.
Here are the top five questions about the partner program answered:
Our partner program delivers two types of certification for two distinct types of audiences:
dotmailer is a fast, powerful, and easy-to-use marketing automation platform with email at its core. Our world-class integrations make dotmailer extensible, and suitable for both B2C and B2B marketers alike. Here’s what some of our current partners have to say:
“We have found that dotmailer offers a strong solution. Not only do they cater to retail brands, but they also have a distinct B2B focus, which aligns with the more than 60% of our clients that have a B2B component as part of their ecommerce channels. Leveraging the dotmailer solution makes these conversations more relevant when discussing their marketing needs. As Magento’s Premier email marketing automation provider, they have invested heavily in both the technology and the sales enablement tools we need to win over customers.” – Caleb Bryant, Strategic Alliances Manager at Gorilla Group
“dotmailer enhances and extends our opportunity to bring customers a solution that provides highly personalized, automated and measureable email interactions to their customers to further nurture leads and customer engagement.” “An additional benefit of dotmailer is the pricing flexibility and geographical reach.” – Motti Danino, VP of Operations, Oro Inc.
The dotmailer partner program is free to join and benefits are offered in three tiers: Bronze, Silver and Gold. The benefits include commission, guest blogging, partner case studies, co-hosted webinars, event sponsorship and more. Our main aim is help partners become more successful and rise through the ranks as they become more affluent in offering the dotmailer platform and services.
dotmailer is committed to ensuring our agency partners have the tools at their disposal to continue them to grow service retainers and effectively sell a best-of-breed email marketing automation platform. Our philosophy has always been to innovate and we still run in bi-weekly development cycles with quarterly releases. We are constantly innovating on both the platform and our integrations, meaning the partner program will continue to evolve as does the dotmailer feature set.
For more information and to submit your details so we can get in touch, visit our partners page.
Posted by Isla_McKetta
“How can I learn SEO?” is a deceptively simple question. The standard approach is to attempt to appeal to anyone who’s interested in SEO without any idea of your previous experience or the actual reasons you want to learn SEO. That’s fun. Especially the part about weeding through tons of information that might not even apply to what you want to learn.
So let’s fix that. This guide is written to help you choose your own SEO adventure. If you know very little about SEO and just want to learn enough to impress your CMO, start at the beginning and stop when you feel like you understand enough concepts. Or if you’ve been doing SEO for years but need a brush up on the latest tips and tricks before impressing a potential client or employer, there’s a path for you too. Be sure to follow the links. They refer you to resources that are much more in-depth than we could reproduce in one post.
You may know what a title tag is, but you aren’t quite sure how to use it or why. The SEO Newbie could be a web developing hobbyist on the verge of a new obsession or someone looking for the next growing career path. Regardless, you have the most to learn (and the most to gain) from this adventure.
Start at the very beginning with What is SEO? and explore as many paths as you can. You might be surprised at the bits of information you pick up along the way. For a guided tour, follow the teal boxes. Don’t forget to bookmark this page so you can come back and learn more once you’ve absorbed each batch of info.
You were doing SEO back in the days of AltaVista, so you know all the things to know. Except maybe you took a break for a few years or decided to swap that black hat for a gray (or even white) one and need to know what’s the what with the major changes in the past few years.
Make a quick stop at the Algorithm Change History to catch up on the latest updates and penalties. After that, we’ll guide you through some of the topics that are more likely to have changed since you last checked. Just look for the purple boxes.
You’ve heard of SEO. You might even have worked with a few SEOs. Now you’re ready to dig in and understand what everyone’s talking about and how you can use all that new info to improve your marketing (and maybe level up your career at the same time).
Start with What is SEO? and look for shortcuts in orange boxes along the path to gather highlights. You can always dig deeper into any topic you find especially interesting.
Whichever path you choose, don’t worry, we’ll keep weaving you in and out of the sections that are relevant to your learning needs; just look for the color that’s relevant to your chosen character.
For you table of contents types who like to read straight through rather than have someone set the path for you, here’s a quick look at what we’ll be covering:
First things first. It’s hard to learn the ins and outs of SEO (search engine optimization) before you even know what it is. In the following short video, Rand Fishkin (a.k.a. the Wizard of Moz) defines SEO as “The practice of increasing the quantity and quality of the traffic that you earn through the organic results in search engines like Google, Yahoo, and Bing.”
Watch it to understand the difference between paid search and organic search and a few basic things about improving click-throughs from search pages.
A lot of different factors, from site speed to content quality, are important in SEO. These are, as far as anyone can tell, the factors that search engines use in determining whether or not to show your page to searchers. For a great intro to those elements and how they interact to affect your site’s overall ranking, check out Search Engine Land’s Periodic Table of SEO Success Factors.
That’s all nice, but if SEO is starting to seem like a lot of work, you probably want to understand whether SEO is even worth it. The short answer is that yes, SEO is worth it, but only if you want potential customers to be able to find your site when they’re searching on Google (or any other search engine).
Yes, search engines are crawling your site, but those crawlers aren’t as sophisticated as you might like. SEO gives you more control over how your site is represented in those search engine results pages. Good SEO can also improve how users experience your site. Learn more with Why Search Engine Marketing is Necessary.
Who are these search engines anyway and why do we spend so much time worrying about how they see our sites? To get the best answer, let’s look at that question from two points of view: search engines and searchers.
First, it’s important to understand how search engines crawl sites, build their indexes, and ultimately determine what’s relevant to a user’s query. Some of the specifics are trade secrets, but this section of the Beginner’s Guide to SEO offers a solid overview. And for an introduction to how Google ranks pages, watch this video:
As you’re learning about SEO, remember that not everything you read on the Internet should be treated as gospel. Here are some common myths and misconceptions about search engines.
Understanding how people use search engines is as crucial to SEO as understanding their needs is to marketing. Learn about classic search query patterns and how people scan search results here.
So far we’ve dropped a lot of phrases like “search results” and “search pages,” but what does any of that really mean? Search Engine Land does a great job of decoding the standard search engine results page (SERP). It’s a strong foundation for understanding why everyone is shooting to be in the top ten search results. But one thing you’ll find the more you get into SEO is that SERPs are rapidly evolving. Ads move, knowledge graphs appear (and disappear) and sometimes local search results invade. Dr. Pete takes you on a tour of how SERPs have changed and why ten blue links are probably a thing of the past in this article.
And then there’s the darker side of SEO, because once there’s a system, there’s someone trying to game that system. Spend more than a few minutes talking to anyone about SEO and you’ll hear something or other about black hat tactics like keyword stuffing and unnatural linking.
If you decide to use these tactics, you might soon become acquainted with search engine penalties. These algorithm updates, like Hummingbird and Penguin, are implemented by search engines at various intervals. The official word is that these updates improve user experience, but they can also be effective ways to penalize SEOs using spammy tactics. Learn more about Google’s algorithm updates. That page includes not only a full history of prior penalties, but it’s consistently refreshed when a new algorithm update is confirmed.
SEO veterans, you get to skip ahead of the class now to learn about the current state of page speed, mobile web development, and competitive research along with info on the best tools available today.
As you can see, a lot of work can go into SEO, but the results can be pretty incredible, too. To track your progress in topping the SERPs, make sure you’re using an analytics platform like Google Analytics or Omniture. You can get by with something like Rank Tracker to track rankings on keywords as a start, but eventually you’re going to want some of the data those more sophisticated tools offer.
Brain full? You’ve just learned everything a beginner needs to know about what SEO is. Go take a walk or get some coffee and let all that info soak in.
Before you go, save this bookmark.
First of all, don’t freak out, you don’t have to build a totally new site to get something out of this section. But if you’re an SEO Newbie intent on making a career of this, you might want to set up a practice site to really get your hands dirty and learn everything you can.
Before you start worrying about site content and structure (aka the fun stuff), you have a real chance to set your site up for success by using a strong domain name and developing a URL structure that’s SEO and user friendly. This stuff can be hard to change later when you have hundreds (or thousands) of pages in place, so you’ll be glad you started out on the right foot.
While you’re decades too late to score “buy.com,” it’s never too late to find the right domain name for you. This resource will help you sort through the SEO dos and SEO don’ts of selecting a root domain and TLD (don’t worry, all is explained) that are memorable without being spammy. There’s even info on what to consider if you have to change your domain name.
Don’t skip the section on subdomains—it could save you from making some rookie duplicate content errors.
Oh the SEO havoc that can ensue when your URLs aren’t set up quite right. Learn what not to do.
Things to think about at this point are that your content is indexable (that the crawlers can actually find it) and that you don’t have any orphaned pages. Learn more about those issues here.
And then you’re going to need a sitemap. Sitemaps help search engines index your content and understand the relationships between pages. So where better to get advice on how to build and implement a sitemap than straight from Google.
Another vital way to show search engines what pages are most important/related (and to help humans navigate your content) is through internal links. You want enough links to show users what’s what, but not so many that it’s impossible to tell what’s really important/related. Read more about optimal link structure and passing ranking power.
How long it takes a page on your site to load (page speed) mattered when we were all using desktops, but it’s crucial now that so much Internet traffic comes from mobile devices, plus it’s one factor in how pages get ranked. So whether you’re new to SEO or looking for new tricks, page speed might be a good place to start.
Use Google’s PageSpeed Insights to get specific recommendations on how to speed up your site and then get crackin’.
Speaking of mobile traffic, is your site mobile friendly? Learn about the difference between responsive designs and device-specific solutions on our mobile optimization page. You’ll also see a list of don’ts for mobile design (ever tried to close a pop-up on your iPhone?). This only gets more important the more mobile traffic you get (and want).
Phew! That was a lot of information, but once you’ve absorbed it all, you’ll have an excellent handle on site structure (which will save you a lot of trouble down the line). Bookmark this spot, then take a well-deserved break. We’ll start back here together when you’re ready.
Now that you have that site framework all set up, it’s time to get to the good stuff—populating it with content!
Before you write or post too much of your own content, you might want to see what’s working (and what isn’t) for your competitors. This analysis helps you identify those competitors and then understand what their links, rankings, and keywords look like. It’s important to update this research occasionally because your competition might change over time.
Veteran SEOs, you can skip straight ahead to Schema structured data unless you want a refresh on any other topics related to content.
Marketers, this is your chance to learn all the basics for SEO-friendly content, so stick with us for a spell. You won’t need the same depth of understanding as someone who plans to do SEO for a living, so let your curiosity guide you as deep into any of these topics as you want to go.
You may feel like you just did keyword research in the last step, but it’s crucial enough that we’re going to dive a little deeper here. Understand the value of a particular keyword and see what kind of shot you have at ranking for it by reading Chapter 5 of the Beginner’s Guide to SEO.
We promised you’d get to actually create content and that time is finally here! Now that you have an understanding of the competitive landscape and the keywords you want to (and can) rank for, write away. Remember that while you’re really writing content for users, a few simple tips can help your content stand out to search engines too. Isn’t it nice when something does double duty?
Go the extra mile by incorporating Schema structured data into your content. This additional info gives search engines the data they need to include rich snippets (like review boxes) below your search results.
Veteran SEOs, it’s a good idea to skip ahead to on-site related topics now.
Duplicate content is the bane of a website. Even if you think you’ve done everything right with your content, there’s a chance that a dynamic URL or something else is surfacing that same content to crawlers more than once. Not only does Google fail to see the logic in “twice as much is twice as nice” but they might also penalize you for it. Navigate around the most common pitfalls.
Content doesn’t just mean words, but unfortunately, the crawlers aren’t (yet) sophisticated enough to parse things like images and video. If your alt attributes are in good shape, you’re covered for images, but there are some SEO tactics you need to incorporate if you’re using video on your site. The good news is that once your video SEO is in good shape, video content often gets better rankings than text.
So you’ve got all that content on your site, but how do you know if it’s actually helping your SEO? At the beginning is a good time to set yourself up to measure your success so you can establish a baseline. Learn more about what metrics you should be tracking and how.
Time for yet another well-earned break. Grab a nap if you can and then spend a day or so observing how these issues are handled by other sites on the web. For maximum learning, try practicing some of your newfound knowledge on a site you have access to.
Set your bookmarks before you go.
When you’re ready to continue learning SEO, Newbies should make a stop at on-site related topics to get familiar with Robots.txt and HTTPS.
Any veterans still hanging about might want to take a quick read through on-site related topics to see what might have changed with Robots.txt and to take in the latest wisdom on HTTPS.
Marketers, you get to sit that one out and head straight on over to link-related topics.
For the true SEO aficionado, there are some technical details that you must get right. We’ve all heard stories of people accidentally blocking their site from being crawled and then wondering where all the traffic is. To keep from being one of these, learn about Robots.txt: how it helps you get found and when blocking robots is not actually effective.
The other technical on-site topic you’ll want to master is the switching of your site from HTTP to HTTPS without slowing down your site or losing traffic. This is especially important since Google announced that HTTPS is a ranking factor.
See how far you’ve leveled up already by getting current on just those two topics? Bet you aren’t even tired yet.
Newbies, it’s time to dive straight into link-related topics.
Veterans, go check out guest blogging for a look at how that practice has changed.
You now know a lot about how to make your site SEO friendly. Now it’s time to look at how to bend the rest of the Internet to your SEO will. Don’t worry, this’ll be TAGFEE.
External links are a fantastic way to show search engines that your site is credible and useful. They’re also a great way for users to find you by navigating from sites they already use. In short, they build your authority with humans and bots.
There are two effective ways to get more links from external sources: you can either earn them or build them. Chances are that you’ll get the best results by focusing on some combination of those two tactics.
Notice how we didn’t say “buy them”? Don’t buy links.
One tried and true way to build external links is through guest blogging, although this tactic has evolved a lot in the past few years. What used to be an “I give you content, you give me a link” sort of exchange has given way to guest blogging with a purpose.
Veterans, go ahead and pop on over to conversion rate optimization unless you want a refresh on link-related topics like link nofollow and canonicalization.
When you’re out there on the Internet trying to build links, be sure you’re looking for good quality links. Those are links that come from sites that are trustworthy, popular, and relevant to your content. For more information on factors search engines use to determine link value, read this page.
Anchor text is simply the text that’s used in a link whether it’s a link to a site or within that site. The implications of anchor text, though, reach farther because while keywords in anchor text can help your site rank for those words, it’s easy for keyword-stuffed anchor text to look spammy. Learn more about best practices for anchor text.
“Nofollow” is a designation you can apply to a link to keep it from passing any link equity (that’s kind of like the SEO equivalent of an up-vote). What might surprise you is that links don’t need to be “followed” to pass human authority. Even nofollowed links can help you build awareness and get more links. So when you’re linking to a site (or to other content on your site) think about whether that link leads to something you’re proud to be associated with.
Every Internet user eventually encounters a 404 error page, but that’s just one of the many HTTP status codes found on the web. Learn the difference between a 500 and a 503 along with some best practices for 404 pages here.
One of the most useful HTTP status codes for SEOs is the 301 redirect which is used to tell search engines a page has permanently moved elsewhere (and passes a good share of link equity). Gather all the in-depth info you ever needed about 301s and other redirects.
Perhaps because it’s one of the hardest SEO words to pronounce, canonicalization has a reputation for being complex. But the basic concept is simple: you have two (or more) pages that have similar content and canonicalization allows you to either combine those pages (using redirects) or indicate which version of the page you want search engines to treat as paramount. Read up on the details of using canonicalization to handle duplicate content.
You’ve now mastered so much SEO knowledge that you could teach the stuff (at least on a 101 level). If you’ve read and digested all the links along the way, you now know so much more about SEO than when you started.
But you’re so self-motivated that you want to know even more, don’t you?
Newbies, read closely through other optimization to refine your knowledge and apply those newly-minted optimization skills to even more aspects of the sites you’re working on.
Marketers, you’ve done a fabulous job powering through all these topics and there’s no doubt you can hold your own in the next SEO team meeting. To take your understanding of optimization even further, skim other optimization.
Or scoot on ahead and test your skills with the SEO Expert Quiz.
There are many ways (beyond the basic SEO knowledge you’ve been accruing here) to give your site an optimization boost. Find (and fix) what’s keeping potential customers from converting with conversion rate optimization, get your storefronts found on the web with local SEO, and find out how to prep your site to show up in international SERPs with international SEO.
If shoppers are abandoning their carts so fast you’re looking around for the tornado, your marketing funnel is acting more like a sieve and it’s time to plug some holes. Stop the bleeding with Paddy Moogan’s five-step framework for CRO. And keep on learning by keeping up with the latest CRO posts from the Moz Blog.
Even if you do most of your business in person at a local shop, customers are still trying to use the Internet to find you (and your hours, phone number, menu, etc.). Make sure they’re getting the right info (and finding you before they find your competitor across the street) by investing some time learning about local SEO. On that page you can also sign up for the Local 7-Pack, a monthly newsletter highlighting the top local SEO news you need to know. Or, watch for the latest local SEO developments on the Moz Blog.
A global customer base is a good thing to have, but you want to use international SEO to make sure potential customers in the UK are finding your British shipping policies instead of your American ones. Master hreflang to direct Chinese customers to content using simplified Chinese characters while you send Taiwanese customers to content that uses the traditional characters they’re used to. And find out how your site structure and whether you’re using a country code top-level domain (ccTLD) (like “.uk”) affects your SEO and potential ranking in international SERPs.
SEO newbies, we really can’t call you newbies anymore. Congratulations! No one has read deeper into this blog post or learned more along the way than you have.
SEO veterans, you knew a lot of this already, but now you’re up to date on the latest tips, tricks, and techniques.
And SEO-curious marketers, if you’re still hanging around, bravo! You can safely add “speaks SEO” as a feather in your cap.
You’re all ready to test your skills against the experts and prove just how much you’ve learned, take the SEO Expert Quiz and brag about your score.
Feel like you’ve mastered SEO already? Take the New SEO Expert Quiz to see how you stack up.
Congratulations! You’re well on your way to SEO mastery. Bask in that glow for a moment or two before moving on to your next project.
The fun thing about a developing field like SEO is that the learning and adventure never end. Whether you’re looking for more advanced knowledge or just to learn in a different format, try Distilled U‘s interactive modules or Market Motive’s web-based classes. If you’re looking for a job in SEO, Carl Hendy might just have your roadmap.
Thanks for following along with this choose your own adventure version of how to learn SEO. Share your favorite resources and ask us about any topics we might have missed in the comments.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
Posted by EricaMcGillivray
One of our favorite things about MozCon is introducing all of you to Seattle. We love our city, and besides three days of marketing learning, we also host three night events and facilitate other fun activities. We are currently 92% sold out with around 100 tickets left, so if you haven’t already:
Check out the full schedule if you’re interested in knowing more about the MozCon sessions.
After many requests for more community connecting, this year, we’re launching birds-of-a-feather tables during each lunch. There will be eight labeled tables with different topics each day and a different facilitator each day. (There are also a ton of unlabeled tables for random meeting and gatherings.) Sit down and join a conversation around a professional interest.
Don’t worry, with all of us in the same room, doing the same things for three days, you’ll never miss a lunch or birds-of-a-feather opportunity!
Join us and our partners for a tour of the neighborhood bars in Belltown. This is our second official MozCrawl, and we’re delighted to show off yet another part of Seattle. Each bar will feature a unique MozCon button. Collect all six and be entered in a drawing for a golden Roger. The crawl runs from 7-10pm. Make sure to bring your ID, US driver’s license or passport.
(Standard disclaimer: Roger is golden, not made of gold.)
|Buckley’s, 2331 2nd Ave, hosted by|
|Clever Bottle, 2222 2nd Ave Ste.100, hosted by|
|Rabbit Hole, 2222 2nd Ave, hosted by|
|Lava Lounge, 2226 2nd Ave, hosted by|
|Wakefield Bar, 2137 2nd Ave, hosted by|
|The Whiskey Bar, 2122 2nd Ave, hosted by|
You’ve long asked for a networking-focused event, and in a Mozzy spirit, we’re happy to bring our Tuesday night MozCon Ignite. Starts at 7pm with networking and appetizers with talks starting at 8pm.
Ignite talks are 5 minutes in length with auto-advancing slides. All these talks are passion topics—no marketing talks—so you can put your notebook down and relax. Get to know your fellow community members and their interests beyond our shared profession.
|8:00-8:05pm||Welcome to MozCon Ignite with Geraldine DeRuiter, aka the Everywhereist|
|8:05-8:10pm||Regales of an Accidental Nightcrawler Stunt Double with Jay Neill from Affiliate Resources, Inc.
Jay Neill is an online marketing consultant who helps businesses get started in the world of local SEO through education and servicing. In his spare time, Jay enjoys jumping on trampolines and playing with his vast collection of vintage Star Wars action figures.
|8:10-8:15pm||Sled Dogs, Northern Lights, and Mushing Tails! with Anna Anderson from Art Unlimited
Anna Anderson is an avid dog lover who owns over 35 sled dogs in Northern MN. Growing up with sled dogs, she and her family now competitively race across North America: training, racing, and traveling for 2-3 months with 20 of her best canine friends across the country! Follow her on Twitter: @boldadgirl
|8:15-8:20pm||Performing a Canine C-Section with Marie Haynes from HIS Web Marketing
Dr. Marie Haynes is recognized as a leader when it comes to dealing with Google penalties and algorithm changes like Panda and Penguin. Prior to her career in SEO, she was a small animal veterinarian for 13 years. It is possible that her strong fear of birds is what launched her in to a new life of battling the Penguins at Google. Follow her on Twitter: @Marie_Haynes
|8:20-8:25pm||Bulltown Strutters: The Band That Married Its City with Mark Traphagen from StoneTemple Consulting
Mark Traphagen is Senior Director of Online Marketing for Stone Temple Consulting. When not disrupting things online, Mark disrupts the sleep of the good citizens of Durham, NC, by making as much noise as possible with the Bulltown Strutters, a New Orleans Second Line style parade band. Follow him on Twitter: @marktraphagen
|8:25-8:30pm||Okay, I Have a Confession: I Was Homeschooled with Garrett Mehrguth from Directive Consulting
Garrett Mehrguth is digital marketing enthusiast and owner of Directive Consulting, which provides SEO, PPC, and Content for small to mid-market companies. When Garrett’s not in the office, you can catch him playing foosball, surfing, or playing soccer. Follow him on Twitter: @gmehrguth
|8:30-8:35pm||Conquering the 100 Best Books of All Time with Kristen Craft from Wistia
Kristen Craft is Director of Business Development and loves connecting with Wistia’s partner community to spread the word about video marketing. In her spare time, she takes epically long walks, swims in ponds, and brews beer. Follow her on Twitter: @thecrafty
|8:35-8:40pm||Tales of Coffee from a Kitchen Window with Scott Callender from La Marzocco Home
Scott Callendar is the Director of the newly launched La Marzocco Home. He is the definition of a coffee geek and spends his time away from his job in coffee with his family and thinks more about coffee. Follow him on Twitter: @incognitocoffee
|8:40-8:45pm||Go Frost Yourself: 7 Basic Frostings & Their Uses with Annette Promes from Moz
Annette Promes has spent the past two decades in and around Seattle working in various marketing roles. She is currently the CMO at Moz, where she and her teams handle everything that is “funnel-related,” such as driving traffic to Moz’s site, converting that traffic into product trials, and reducing customer churn. Annette really loves frosting. Follow her on Twitter: @ahpromes
|9:15-9:20pm||A Creative Endeavor Inspires & Lengthens a Life with Ralph Legnini from DragonSearch
Ralph Legnini – Senior Creative Strategist at DragonSearch in NY – is an Aikido 5th Degree Black Belt Sensei, former Saturday Night Live music producer, President of the Board of Education in the 2nd largest school district in New York State, funky rock & roll guitar player, and has worked in the recording studio with music icons Mick Jagger, Madonna, David Bowie, Nile Rodgers, & Todd Rundgren. He used these unique combined skills to create a life sustaining environment for a talented 16-year-old boy with incurable cancer. Follow him on Twitter: @ruaralph2
|9:20-9:25pm||Finding and Embracing Healthy Eating Habits with Carrie Hill from Ignitor Digital Marketing, LLC
Carrie Hill is the co-founder and technical SEO expert at Ignitor Digital. She loves cooking, eating, reading, and Eddie Vedder…not necessarily in that order. Follow her on Twitter: @CarrieHill
|9:25-9:30pm||I Was Told There Would Be Hoverboards. with Dan Petrovic from DEJAN
Dan Petrovic, the managing director of DEJAN, is one of Australia’s best-known names in the field of search engine optimization. Dan is a web author, innovator, and a highly-regarded search industry event speaker. Follow him on Twitter: @dejanseo
|9:35-9:40pm||The Day I Disremembered with Chris Hanson from 3GEngagement
Chris Hanson has been involved in digital marketing since 2006 and is currently Founder and CEO of 3GEngagement. After Hanson worked as a Park Ranger, lived without electricity, raced sled dogs, and lived in Alaska, he felt that digital marketing was the next obvious career move. Follow him on Twitter: @FollowUPsuccess
|9:40-9:45pm||What Did You Expect in an Opera, a Happy Ending? with Chrissi Reimer from Three Deep Marketing
A Green Bay native and Minneapolis transplant, Chrissi Reimer spends her days working as an SEO at Three Deep Marketing. Most nights, Chrissi can be found experimenting with different ways to prepare arugula, trying new brews, or taste-testing every ice cream option in the Twin Cities. Follow her on Twitter: @chrissireimer
|9:45-9:50pm||The Best Practices in Cooking Hot Dogs with Josh Couper from Rafflecopter
Josh Couper is the director of customer happiness at Rafflecopter and long time hot dog aficionado. Follow him on Twitter: @josh_couper
|9:50-9:55pm||Raising My Parents with Jen Lopez from Moz
Jen Sable Lopez is the Director of Community at Moz. She is a renowned Community Strategist who started her marketing career as a technical SEO. Jen is a self-proclaimed geek and faux vegetarian, and she prides herself in having kicked colon cancer’s butt at the young age of 37. Follow her on Twitter: @jennita
|9:55-10:00pm||Stoned Nerd versus the Four-Legged Home Invaders with Ian Lurie from Portent, Inc.
Ian Lurie is founder and CEO of Portent, Inc., a search, social and content agency that helps clients become weird, useful, and significant. He’s also a renowned raccoon wrangler. Follow him on Twitter: @portentint
There ain’t no party like a Moz party, and our annual bash at the Garage is always a blast. Have one last hurrah with us before heading home and back to work.
For those who’ve never been to the Garage, there’s something for everyone: bowling, pool, and karaoke. Plus, a ton of food and drinks—including our featured MozCow Mule Mocktail, as well as well liquor, beer, house wine, and of course, our friend H2O. So whether you’re singing your heart out, playing for the corner pocket, bowling a turkey, or just chatting with your new friends, we’ll see you there.
The following events are MozCon-adjacent, meaning they aren’t hosted by Moz and attendees must arrange and pay for their adventures.
Paddle around Elliott Bay! At 2:30pm Sunday, for $49/per person, you can head out on the water and make new MozCon friends. You can easily catch the water taxi at Pier 50 ($4.75 one-way) from Downtown to West Seattle. Alki tours is located right next to the West Seattle ferry terminal for your convenience.
Take a distillery tour at 12pm Sunday and learn about Seattle’s unique craft culture. Conveniently, the tour leaves from the Grand Hyatt Hotel. You can call (206) 455-3740 to reserve your spot on the tour, which costs $87.50/per person.
Love baseball? Come see Seattle’s home team play. The Mariners game starts at 1:10pm, and you can see them take on the Angels for $17/per person on the View Level. You must purchase your ticket before 5pm July 10 in order to get the MozCon deal. Enter ‘MOZCON’ as your special offer code.
Agua Verde, recommended by Rachael Kloek
“Agua Verde serves great Mexican food in a beautiful lakefront setting. You can rent paddleboards and kayaks right under the restaurant to paddle your way around Lake Union.”
Ballard brewery blocks, recommended by Chris Lowe
“A dozen really good breweries all within a few blocks of each other: Stoup, Reubens, Red Envelope, Populuxe, Peddler, Maritime, etc., etc. You can easily walk from one brewery to another. Bonus is that most of these breweries host food trucks on the weekends. The area is also just a few blocks from downtown Ballard and the Burke Gilman Trail.”
Ballard Locks, recommended by Renea Nielsen
“The Ballard Locks are a bit of a trek from downtown Seattle (~ 45 min. by bus), but they are a perfect Seattle maritime adventure. The Locks abut a beautiful park and show off Seattle’s maritime history. If you’re lucky, you may even find some sea lions playing in one of the closed Locks.”
Pike Place Market, recommended by Erica McGillivray
“May seen like a ‘touristy’ spot, but Pike Place Market actually thrives on local business. Every day, there’s a farmer’s market, flowers galore, and artisans on everything from cheese and spices to woodworking and jewelry. There are hidden shops (at least three bookstores) and a ton of great food.”
Elliot Bay Books, recommended by Rand Fishkin
“One of the best indie bookstores in the country, stocked with good stuff to buy and read, and there’s a lovely cafe, too.”
Ferry ride, recommended by Nemecia Kaloper
“Takes you to such cool places and allows you to see the city from different view and get a taste of our awesome islands! It requires usually at least 1/2 a day, but is well worth it to be able to hop over and have lunch somewhere other than the city. It’s easy to never take the trip, but well worth it if you do. I recommend Bainbridge in particular and Nola Cafe.”
The Fremont Troll, recommended by Kevin Loesken
“The Fremont Troll, and Fremont in general, perfectly sums up what’s great about Seattle. The troll itself is an amazing piece of art. It’s also near the Lenin Statue and close to a lot of interesting bars, restaurants, and shops.”
Rodeo Donuts!, recommended by David Lee
“Best donuts ever. Even better than Voodoo in Portland, OR. This needs to be a 150 characters long so once again, best donuts ever. I really like the donuts here. Don’t go to Krispy Kreme or Top Pot.”
Vivace: the Cafe Nico, recommended by Abe Schmidt
“The Cafe Nico best coffee drink in this city. Orange/nutmeg/ cinnamon paired with the greatest espresso pull in the country (only machine in the world capable of the ‘perfect’ espresso shot).”
Starbucks Roastery, recommended by Ben Simpson
“Just a few blocks from the convention center, the Starbucks Roastery is one of biggest new attractions in Seattle. Why? To start, walking it it feels like Willy Wonka had one to many espresso shots and got inspired. Starbucks pulled together its best baristas from around the country to put together some amazing craft coffee creations. And to top it all off, they’ve got a Serious Pie on location making all of their delicious food. If you do nothing else during your visit, the Starbucks Roastery is an absolute must!”
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Posted by EricaMcGillivray
We’re thrilled to announce the addition of a networking and Ignite-style event for attendees on Tuesday night at MozCon. For years, you’ve asked us for more networking and relaxing times, and this is what we’ve dreamed up. But we need your help!
We want you to share your stories, passions, and experiences. There are 16—yes, 16—speaking slots. Ignite-style talks are 5 minutes in length and slides auto-advance. That’s right, there’s no going back, and once it’s done, it’s done!
In order to encourage relaxation, none of these talks will be about online marketing. Instead, we want to use this opportunity to get to know our fellow community members better. We want to hear about your passion projects, interests, and the things that fascinate you outside marketing. Tell us about how you spend weekends making support banners for your favorite soccer team or why you mentor high school students, for example.
As we want to ensure every single speaker feels both comfortable and gives their best talk possible, myself and Matt Roney are here to help you. We’ll review your topic, settle on the title, walk through your presentation with you, and give you a tour of the stage earlier in the evening. While you do the great work, we’re here to help in anyway possible.
Unfortunately, we cannot provide travel coverage for these MozCon Ignite speaking slots.
We’re all super-excited about these talks, and we can’t wait to hear what you might talk about. Whether you want to tell us about how Frenchies are really English dogs or which coffee shop is the best in Seattle, this is going to be blast! The amazing Geraldine DeRuiter, known for her travel blogging and witty ways, will be emceeing this event.
If you’re still needing inspiration or a little confused about an Ignite talk, watch Geraldine’s talk from a few years ago about sharing personal news online:
Like our other speaker selections, we have a small committee at Moz running through these topics to get the best variety and fun possible. While we cannot vet your topic, feel free to ask questions in the comments.
Everyone who submits an Ignite pitch will be informed either way. Best of luck!
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Question 1 at Bloggers International was about blogging and SEO (search engine optimisation) Beatrice Whelan of Website Extraordinaire: http://bit.ly/osyfuc …
Posted by KelseyLibert
As the efficacy of outbound marketing continues to wane, more and more marketers are considering native advertising and content marketing as viable alternatives. According to our survey, 72% of clients have asked their content marketing agencies about native advertising.
While these two strategies have many similarities, one of their major differences is cost. Based on new exclusive research conducted by Fractl and Moz, these top-tier publishers require the following minimum spend to produce native advertising campaigns for brands:
The goal of our research was to take a data-driven approach to comparing the efficacy of native advertising versus content marketing. For the first part of our study, we created a 14-question survey for content marketing providers which explored everything from the cost of their services to the reach of their campaigns. Our friends at Relevance were kind enough to offer the raw data on their native advertising cost research as well, allowing us to focus on gathering additional cost data from the top-tier publishers we maintain relationships with. After we received the survey responses from over 30 different content marketing agencies and cost data from close to 600 digital publishers, we began our analysis.
Before we dive into our findings, it’s important to know the collective objectives and challenges of the inbound marketing age. Since Fractl and Moz spearheaded this study, we wanted to use an authoritative third-party source to support our research and set the stage for our discussion.
For that, we’ll refer to HubSpot’s State of Inbound 2014–2015 Report. The four graphs below shed light on marketing’s key objectives, challenges, and wins.
1. The top 60% of marketing objectives focus on increasing leads, converting customers, and reaching relevant audiences.
2. The number one challenge marketers report is proving the ROI of their marketing activities.
3. SEO is the number one lead-generating source reported by inbound marketing professionals.
4. The companies with the highest ROI focus on blogging, organic search, and content amplification.
Right out of the gate we see that content, organic search, and content amplification are leading the way for marketers, priming content providers and promoters for exponential growth.
So how does content marketing compare to native advertising?
The bullhorn of radio, television, print, and other one-way interruptive marketing approaches are quickly losing efficacy, allowing content marketing and native advertising to step in and solve the following problems:
But what are the major differentiating factors between content marketing and native advertising?
Both content marketing and native advertising can be used to generate brand awareness and engagement. While top-tier publishers sell themselves on their large, built-in reach, sponsored content doesn’t guarantee engagement. Below, we created a Buzzsumo analysis of 38 BuzzFeed native advertising campaigns in comparison to 58 Fractl content marketing campaigns. The BuzzFeed campaigns were calculated using all of the posts on a “Brand Publisher’s” page (e.g. Kindle); while the Fractl campaigns were calculated using all of the campaigns executed for each of our client’s during 2014.
At Fractl, we’ve earned an average of 90 links and 10,000 social shares per campaign, across 140 different campaigns executed between 2013 and 2015. In comparison, with native advertising, you’re often just paying for the ability to publish content solely on the site you’re partnering with. Although BuzzFeed boasts monthly traffic numbers in the multi-millions, this doesn’t guarantee social engagement nor syndication of a campaign, as seen above.
Further into our research, you’ll see that that content marketing agencies are doing the additional legwork with influencer marketing to amplify their content, which creates a larger reach than most top-tier publishers offering native advertising.
Furthermore, content marketing results directly impact a client’s organic search positioning, whereas native advertising is limited by Google’s guidelines:
Has the cost of native advertising been inflated as a means of recovering revenue, or is it truly worth the tens of thousands of dollars that top-tier publishers are charging?
Let’s dig further into the numbers to find out.
Based on HubSpot’s report, 93% of companies with an annual marketing budget between $1 and $5 million are practicing inbound.
Estimates from BI Intelligence show that spending on native ads will reach $7.9 billion in 2015 and grow to $21 billion in 2018, rising from just $4.7 billion in 2013.
But can most businesses afford the exorbitant costs for native advertising on top-tier publishers? Is the ROI worth it? Using native advertising cost data gathered by Relevance and Fractl, we analyzed the cost of native advertising on general news publishers with a domain authority (DA) greater than 80 and a social following greater than 100,000 – highly sought after placements for most brands.
The average cost of launching a native advertising program with a top-tier news publisher was $54,014.29. The highest cost was $200,000.
When we expanded our analysis to include all publishers who have a DA greater than 80, we found the average cost of launching a native advertising program was $35,482.50*.
*Average value derived from original cost totals and not the averages displayed in the image above.
When we evaluate all publishers and blogs below a DA of 80, we see the less valuable publishers (lower reach) offer a significantly reduced cost. For sites with a DA less than 80, the highest cost was $20,000 and the lowest cost was $10.
As outlined above, native advertising cost is largely associated with authority and reach. However, since engagement isn’t a guarantee and the costs can be exorbitant for most brands, there’s a need for other options that leverage and amplify content.
Through our exclusive survey of over 30 content marketing agencies, we discovered how the content marketing landscape compares to native advertising.
1. 70% of content marketing agencies offer monthly retainers.
The industry is largely dominated by retainer packages, which often include production on multiple campaigns, influencer marketing, and on-site/overall strategy consultation. As represented in this pie chart, the pay-per-word structure is quickly eroding, and more comprehensive inbound marketing strategies are taking its place.
2. Retainers tend to fall into four buckets: $1,000–$5,000, $5,000–$10,000, $10,000–$50,000, and $50,000–$100,000.
Of all of our questions, this answer had one of the most evenly balanced responses, which demonstrates that there is a content marketing package that almost every business can afford. Similar to the native advertising scale, content marketing costs largely relate to the scope of the projects being produced (e.g., press releases versus interactive graphics) and their reach (e.g., influencer marketing versus no outreach).
3. On average, 65% of agencies produce between 1 and 10 campaigns per month for each client.
With content marketing campaigns, success is largely determined by a portfolio of executions: it’s natural to have some campaigns flop for reasons outside of your control (i.e., poor publisher headlines, trending stories monopolize news, etc.), but over a portfolio of executions (i.e., three- to six-month retainers), most agencies can guarantee a base level of success.
4. Articles and infographics represent almost 60% of production, with case studies, interactive graphics, and videos accounting for close to 30% of production.
Based on our previous survey of 500 top-tier publishers, we found that articles and infographics were the most sought after content formats, so it’s good to see most agencies are producing what’s in-line with the publishers that will give them the largest reach.
5. Excluding outliers, the average content marketing campaign earns 27 links.
Across 38 native advertising campaigns produced by BuzzFeed, only eight backlinks were earned – an average of 0.18 backlinks per campaign. If you include the BuzzFeed article itself as a pickup (like we did in section II), you’ll get an average number of campaign pickups of 1.18.
6. The average for each agency’s “most successful campaign” is 422 links and the median is 150 links.
Again, we see a fairly even split with this response, likely relating back to the even split we saw with the monthly retainer.
7. Does agency cost correlate to performance?
Here, we see the sweet spot for success comes from agencies that are given the budget to produce larger-scope campaigns and invest in influencer marketing – those charging $5,000 to $50,000 per content marketing campaign or retainer.
8. 48% of clients measure content marketing success by the number of leads, high-quality links, and total social shares generated by each campaign.
Remember, marketing professionals listed two top objectives: increasing the number of leads and reaching the relevant audience. With content marketing, this translates directly into the number of leads generated from high-quality links/placements, and reaching the relevant audience translates into total social shares/engagement on a targeted campaign.
9. 39% use DA to evaluate the authority of a link.
While 39% of agencies use DA to evaluate the authority of a link, an almost equal number of agencies (35.7%) aren’t tracking link authority. This is interesting, considering high-quality links were reported as the number two metric for content marketing success; however, high-quality links only accounted for 14.3% of the total pie, so DA might only be tracked by the agencies that have the budget to produce campaigns that earn high-quality links.
As we saw in Section I, proving ROI is a marketer’s biggest challenge. In fact, 20% of inbound marketers aren’t measuring ROI. However, those who are measuring ROI have been able to prove that inbound unlocks ROI and ROI unlocks budget.
So, how do you prove ROI? And which tactic is best for your brand?
As a starting point, we’ll refer to Neil Patel’s estimates for content marketing by the numbers:
Using these metrics, we came up with a beta content ROI calculator which determines campaign ROI by analyzing traffic, social shares, links, and major placements:
Now, let’s perform the same analysis for Intel’s most successful BuzzFeed native advertising campaign “15 Things We Did At School That Future Students Will Never Understand,” which earned 109,020 social shares and 1 backlink generated from BuzzFeed itself. Since there’s no way for us to determine traffic data as an outsider, we’ll assume this post made it to BuzzFeed’s “top posts this week section.” Out of the 20 top posts from this past week, the average view count was 989,332, which we’ll use as our guesstimate for their traffic number.
At the $100K level a brand gets 3 custom pieces of content from BuzzFeed, meaning this single campaign cost $33,333.33. When we put the max value for links and major placements, and Neil Patel’s highest estimated value for visitor and share, we find Intel’s campaign ROI was:
This puts the high-performing campaign ROI for BuzzFeed at 720.53% and Fractl at 2,942%.
Based on all of the above, we know that the average content marketing campaign can deliver the same if not better KPIs than most native advertising campaigns. While some companies have the budget to invest in both tactics, others have to focus on the tactics driving the highest ROI. So, which tactic is right for your brand?
Whether you go with content marketing or native advertising, you’ll always need to refine your processes to increase your content ROI. To do this, download our research bundle and leverage data-driven insights on content creation and pitching best practices.
In closing, we want to give a special thanks to Relevance for providing us with the raw native advertising cost data from over 500 publishers.
We’d also like to give a shout out to the 32 agencies that participated in our study and generously provided their sensitive data to produce our report.
What do you think about the value of native advertising versus content marketing? Share your thoughts in the comments below!
http://www.kentyn.com/ In our second chapter we are going to be talking about how to use the “Yoast SEO” plugin tool to properly SEO your blog. This Tutorial…