Tag Archive | "&amp"

The SEO Cyborg: How to Resonate with Users & Make Sense to Search Bots

Posted by alexis-sanders

SEO is about understanding how search bots and users react to an online experience. As search professionals, we’re required to bridge gaps between online experiences, search engine bots, and users. We need to know where to insert ourselves (or our teams) to ensure the best experience for both users and bots. In other words, we strive for experiences that resonate with humans and make sense to search engine bots.

This article seeks to answer the following questions:

  • How do we drive sustainable growth for our clients?
  • What are the building blocks of an organic search strategy?

What is the SEO cyborg?

A cyborg (or cybernetic organism) is defined as “a being with both organic and
biomechatronic body parts, whose physical abilities are extended beyond normal human limitations by mechanical elements.”

With the ability to relate between humans, search bots, and our site experiences, the SEO cyborg is an SEO (or team) that is able to work seamlessly between both technical and content initiatives (whose skills are extended beyond normal human limitations) to support driving of organic search performance. An SEO cyborg is able to strategically pinpoint where to place organic search efforts to maximize performance.

So, how do we do this?

The SEO model

Like so many classic triads (think: primary colors, the Three Musketeers, Destiny’s Child [the canonical version, of course]) the traditional SEO model, known as the crawl-index-rank method, packages SEO into three distinct steps. At the same time, however, this model fails to capture the breadth of work that we SEOs are expected to do on a daily basis, and not having a functioning model can be limiting. We need to expand this model without reinventing the wheel.

The enhanced model involves adding in a rendering, signaling, and connection phase.

You might be wondering, why do we need these?:

  • Rendering: There is increased prevalence of JavaScript, CSS, imagery, and personalization.
  • Signaling: HTML <link> tags, status codes, and even GSC signals are powerful indicators that tell search engines how to process and understand the page, determine its intent, and ultimately rank it. In the previous model, it didn’t feel as if these powerful elements really had a place.
  • Connecting: People are a critical component of search. The ultimate goal of search engines is to identify and rank content that resonates with people. In the previous model, “rank” felt cold, hierarchical, and indifferent towards the end user.

All of this brings us to the question: how do we find success in each stage of this model?

Note: When using this piece, I recommend skimming ahead and leveraging those sections of the enhanced model that are most applicable to your business’ current search program.

The enhanced SEO model

Crawling

Technical SEO starts with the search engine’s ability to find a site’s webpages (hopefully efficiently).

Finding pages

Initially finding pages can happen a few ways, via:

  • Links (internal or external)
  • Redirected pages
  • Sitemaps (XML, RSS 2.0, Atom 1.0, or .txt)

Side note: This information (although at first pretty straightforward) can be really useful. For example, if you’re seeing weird pages popping up in site crawls or performing in search, try checking:

  • Backlink reports
  • Internal links to URL
  • Redirected into URL

Obtaining resources

The second component of crawling relates to the ability to obtain resources (which later becomes critical for rendering a page’s experience).

This typically relates to two elements:

  1. Appropriate robots.txt declarations
  2. Proper HTTP status code (namely 200 HTTP status codes)

Crawl efficiency

Finally, there’s the idea of how efficiently a search engine bot can traverse your site’s most critical experiences.

Action items:

  • Is site’s main navigation simple, clear, and useful?
  • Are there relevant on-page links?
  • Is internal linking clear and crawlable (i.e., <a href=”/”>)?
  • Is an HTML sitemap available?
    • Side note: Make sure to check the HTML sitemap’s next page flow (or behavior flow reports) to find where those users are going. This may help to inform the main navigation.
  • Do footer links contain tertiary content?
  • Are important pages close to root?
  • Are there no crawl traps?
  • Are there no orphan pages?
  • Are pages consolidated?
  • Do all pages have purpose?
  • Has duplicate content been resolved?
  • Have redirects been consolidated?
  • Are canonical tags on point?
  • Are parameters well defined?

Information architecture

The organization of information extends past the bots, requiring an in-depth understanding of how users engage with a site.

Some seed questions to begin research include:

  • What trends appear in search volume (by location, device)? What are common questions users have?
  • Which pages get the most traffic?
  • What are common user journeys?
  • What are users’ traffic behaviors and flow?
  • How do users leverage site features (e.g., internal site search)?

Rendering

Rendering a page relates to search engines’ ability to capture the page’s desired essence.

JavaScript

The big kahuna in the rendering section is JavaScript. For Google, rendering of JavaScript occurs during a second wave of indexing and the content is queued and rendered as resources become available.

Image based off of Google I/O ’18 presentation by Tom Greenway and John Mueller, Deliver search-friendly JavaScript-powered websites

As an SEO, it’s critical that we be able to answer the question — are search engines rendering my content?

Action items:

  • Are direct “quotes” from content indexed?
  • Is the site using <a href=”/”> links (not onclick();)?
  • Is the same content being served to search engine bots (user-agent)?
  • Is the content present within the DOM?
  • What does Google’s Mobile-Friendly Testing Tool’s JavaScript console (click “view details”) say?

Infinite scroll and lazy loading

Another hot topic relating to JavaScript is infinite scroll (and lazy load for imagery). Since search engine bots are lazy users, they won’t scroll to attain content.

Action items:

Ask ourselves – should all of the content really be indexed? Is it content that provides value to users?

  • Infinite scroll: a user experience (and occasionally a performance optimizing) tactic to load content when the user hits a certain point in the UI; typically the content is exhaustive.

Solution one (updating AJAX):

1. Break out content into separate sections

  • Note: The breakout of pages can be /page-1, /page-2, etc.; however, it would be best to delineate meaningful divides (e.g., /voltron, /optimus-prime, etc.)

2. Implement History API (pushState(), replaceState()) to update URLs as a user scrolls (i.e., push/update the URL into the URL bar)

3. Add the <link> tag’s rel=”next” and rel=”prev” on relevant page

Solution two (create a view-all page)
Note: This is not recommended for large amounts of content.

1. If it’s possible (i.e., there’s not a ton of content within the infinite scroll), create one page encompassing all content

2. Site latency/page load should be considered

  • Lazy load imagery is a web performance optimization tactic, in which images loads upon a user scrolling (the idea is to save time, downloading images only when they’re needed)
  • Add <img> tags in <noscript> tags
  • Use JSON-LD structured data
    • Schema.org “image” attributes nested in appropriate item types
    • Schema.org ImageObject item type

CSS

I only have a few elements relating to the rendering of CSS.

Action items:

  • CSS background images not picked up in image search, so don’t count on for important imagery
  • CSS animations not interpreted, so make sure to add surrounding textual content
  • Layouts for page are important (use responsive mobile layouts; avoid excessive ads)

Personalization

Although a trend in the broader digital exists to create 1:1, people-based marketing, Google doesn’t save cookies across sessions and thus will not interpret personalization based on cookies, meaning there must be an average, base-user, default experience. The data from other digital channels can be exceptionally useful when building out audience segments and gaining a deeper understanding of the base-user.

Action item:

  • Ensure there is a base-user, unauthenticated, default experience

Technology

Google’s rendering engine is leveraging Chrome 41. Canary (Chrome’s testing browser) is currently operating on Chrome 69. Using CanIUse.com, we can infer that this affects Google’s abilities relating to HTTP/2, service workers (think: PWAs), certain JavaScript, specific advanced image formats, resource hints, and new encoding methods. That said, this does not mean we shouldn’t progress our sites and experiences for users — we just must ensure that we use progressive development (i.e., there’s a fallback for less advanced browsers [and Google too ☺]).

Action items:

  • Ensure there’s a fallback for less advanced browsers

Indexing

Getting pages into Google’s databases is what indexing is all about. From what I’ve experienced, this process is straightforward for most sites.

Action items:

  • Ensure URLs are able to be crawled and rendered
  • Ensure nothing is preventing indexing (e.g., robots meta tag)
  • Submit sitemap in Google Search Console
  • Fetch as Google in Google Search Console

Signaling

A site should strive to send clear signals to search engines. Unnecessarily confusing search engines can significantly impact a site’s performance. Signaling relates to suggesting best representation and status of a page. All this means is that we’re ensuring the following elements are sending appropriate signals.

Action items:

  • <link> tag: This represents the relationship between documents in HTML.
    • Rel=”canonical”: This represents appreciably similar content.
      • Are canonicals a secondary solution to 301-redirecting experiences?
      • Are canonicals pointing to end-state URLs?
      • Is the content appreciably similar?
        • Since Google maintains prerogative over determining end-state URL, it’s important that the canonical tags represent duplicates (and/or duplicate content).
      • Are all canonicals in HTML?
      • Is there safeguarding against incorrect canonical tags?
    • Rel=”next” and rel=”prev”: These represent a collective series and are not considered duplicate content, which means that all URLs can be indexed. That said, typically the first page in the chain is the most authoritative, so usually it will be the one to rank.
    • Rel=”alternate”
      • media: typically used for separate mobile experiences.
      • hreflang: indicate appropriate language/country
        • The hreflang is quite unforgiving and it’s very easy to make errors.
        • Ensure the documentation is followed closely.
        • Check GSC International Target reports to ensure tags are populating.
  • HTTP status codes can also be signals, particularly the 304, 404, 410, and 503 status codes.
    • 304 – a valid page that simply hasn’t been modified
    • 404 – file not found
    • 410 – file not found (and it is gone, forever and always)
    • 503 – server maintenance

  • Google Search Console settings: Make sure the following reports are all sending clear signals. Occasionally Google decides to honor these signals.
    • International Targeting
    • URL Parameters
    • Data Highlighter
    • Remove URLs
    • Sitemaps

Rank

Rank relates to how search engines arrange web experiences, stacking them against each other to see who ends up on top for each individual query (taking into account numerous data points surrounding the query).

Two critical questions recur often when understanding ranking pages:

  • Does or could your page have the best response?
  • Are you or could you become semantically known (on the Internet and in the minds of users) for the topics? (i.e., are you worthy of receiving links and people traversing the web to land on your experience?)

On-page optimizations

These are the elements webmasters control. Off-page is a critical component to achieving success in search; however, in an idyllic world, we shouldn’t have to worry about links and/or mentions – they should come naturally.

Action items:

  • Textual content:
    • Make content both people and bots can understand
    • Answer questions directly
    • Write short, logical, simple sentences
    • Ensure subjects are clear (not to be inferred)
    • Create scannable content (i.e., make sure <h#> tags are an outline, use bullets/lists, use tables, charts, and visuals to delineate content, etc.)
    • Define any uncommon vocabulary or link to a glossary
  • Multimedia (images, videos, engaging elements):
    • Use imagery, videos, engaging content where applicable
    • Ensure that image optimization best practices are followed
  • Meta elements (<title> tags, meta descriptions, OGP, Twitter cards, etc.)
  • Structured data

Image courtesy of @abbynhamilton

  • Is content accessible?
    • Is there keyboard functionality?
    • Are there text alternatives for non-text media? Example:
      • Transcripts for audio
      • Images with alt text
      • In-text descriptions of visuals
    • Is there adequate color contrast?
    • Is text resizable?

Finding interesting content

Researching and identifying useful content happens in three formats:

  • Keyword and search landscape research
  • On-site analytic deep dives
  • User research

Visual modified from @smrvl via @DannyProl

Audience research

When looking for audiences, we need to concentrate high percentages (super high index rates are great, but not required). Push channels (particularly ones with strong targeting capabilities) do better with high index rates. This makes sense, we need to know that 80% of our customers have certain leanings (because we’re looking for base-case), not that five users over-index on a niche topic (these five niche-topic lovers are perfect for targeted ads).

Some seed research questions:

  • Who are users?
  • Where are they?
  • Why do they buy?
  • How do they buy?
  • What do they want?
  • Are they new or existing users?
  • What do they value?
  • What are their motivators?
  • What is their relationship w/ tech?
  • What do they do online?
  • Are users engaging with other brands?
    • Is there an opportunity for synergy?
  • What can we borrow from other channels?
    • Digital presents a wealth of data, in which 1:1, closed-loop, people-based marketing exists. Leverage any data you can get and find useful.

Content journey maps

All of this data can then go into creating a map of the user journey and overlaying relevant content. Below are a few types of mappings that are useful.

Illustrative user journey map

Sometimes when trying to process complex problems, it’s easier to break it down into smaller pieces. Illustrative user journeys can help with this problem! Take a single user’s journey and map it out, aligning relevant content experiences.

Funnel content mapping

This chart is deceptively simple; however, working through this graph can help sites to understand how each stage in the funnel affects users (note: the stages can be modified). This matrix can help with mapping who writers are talking to, their needs, and how to push them to the next stage in the funnel.

Content matrix

Mapping out content by intent and branding helps to visualize conversion potential. I find these extremely useful for prioritizing top-converting content initiatives (i.e., start with ensuring branded, transactional content is delivering the best experience, then move towards more generic, higher-funnel terms).

Overviews

Regardless of how the data is broken down, it’s vital to have a high-level view on the audience’s core attributes, opportunities to improve content, and strategy for closing the gap.

Connecting

Connecting is all about resonating with humans. Connecting is about understanding that customers are human (and we have certain constraints). Our mind is constantly filtering, managing, multitasking, processing, coordinating, organizing, and storing information. It is literally in our mind’s best interest to not remember 99% of the information and sensations that surround us (think of the lights, sounds, tangible objects, people surrounding you, and you’re still able to focus on reading the words on your screen — pretty incredible!).

To become psychologically sticky, we must:

  1. Get past the mind’s natural filter. A positive aspect of being a pull marketing channel is that individuals are already seeking out information, making it possible to intersect their user journey in a micro-moment.
  2. From there we must be memorable. The brain tends to hold onto what’s relevant, useful, or interesting. Luckily, the searcher’s interest is already piqued (even if they aren’t consciously aware of why they searched for a particular topic).

This means we have a unique opportunity to “be there” for people. This leads to a very simple, abstract philosophy: a great brand is like a great friend.

We have similar relationship stages, we interweave throughout each other’s lives, and we have the ability to impact happiness. This comes down to the question: Do your online customers use adjectives they would use for a friend to describe your brand?

Action items:

  • Is all content either relevant, useful, or interesting?
  • Does the content honor your user’s questions?
  • Does your brand have a personality that aligns with reality?
  • Are you treating users as you would a friend?
  • Do your users use friend-like adjectives to describe your brand and/or site?
  • Do the brand’s actions align with overarching goals?
  • Is your experience trust-inspiring?
  • https://?
  • Using Limited ads in layout?
  • Does the site have proof of claims?
  • Does the site use relevant reviews and testimonials?
  • Is contact information available and easily findable?
  • Is relevant information intuitively available to users?
  • Is it as easy to buy/subscribe as it is to return/cancel?
  • Is integrity visible throughout the entire conversion process and experience?
  • Does site have credible reputation across the web?

Ultimately, being able to strategically, seamlessly create compelling user experiences which make sense to bots is what the SEO cyborg is all about. ☺

tl;dr

  • Ensure site = crawlable, renderable, and indexable
  • Ensure all signals = clear, aligned
  • Answering related, semantically salient questions
  • Research keywords, the search landscape, site performance, and develop audience segments
  • Use audience segments to map content and prioritize initiatives
  • Ensure content is relevant, useful, or interesting
  • Treat users as friend, be worthy of their trust

This article is based off of my MozCon talk (with a few slides from the Appendix pulled forward). The full deck is available on Slideshare, and the official videos can be purchased here. Please feel free to reach out with any questions in the comments below or via Twitter @AlexisKSanders.

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!


Moz Blog

Posted in IM NewsComments Off

Internal Linking & Mobile First: Large Site Crawl Paths in 2018 & Beyond

Posted by Tom.Capper

By now, you’ve probably heard as much as you can bear about mobile first indexing. For me, there’s been one topic that’s been conspicuously missing from all this discussion, though, and that’s the impact on internal linking and previous internal linking best practices.

In the past, there have been a few popular methods for providing crawl paths for search engines — bulky main navigations, HTML sitemap-style pages that exist purely for internal linking, or blocks of links at the bottom of indexed pages. Larger sites have typically used at least two or often three of these methods. I’ll explain in this post why all of these are now looking pretty shaky, and what I suggest you do about it.

Quick refresher: WTF are “internal linking” & “mobile-first,” Tom?

Internal linking is and always has been a vital component of SEO — it’s easy to forget in all the noise about external link building that some of our most powerful tools to affect the link graph are right under our noses. If you’re looking to brush up on internal linking in general, it’s a topic that gets pretty complex pretty quickly, but there are a couple of resources I can recommend to get started:

I’ve also written in the past that links may be mattering less and less as a ranking factor for the most competitive terms, and though that may be true, they’re still the primary way you qualify for that competition.

A great example I’ve seen recently of what happens if you don’t have comprehensive internal linking is eflorist.co.uk. (Disclaimer: eFlorist is not a client or prospective client of Distilled, nor are any other sites mentioned in this post)

eFlorist has local landing pages for all sorts of locations, targeting queries like “Flower delivery in [town].” However, even though these pages are indexed, they’re not linked to internally. As a result, if you search for something like “flower delivery in London,” despite eFlorist having a page targeted at this specific query (which can be found pretty much only through use of advanced search operators), they end up ranking on page 2 with their “flowers under £30” category page:

¯\_(ツ)_/¯

If you’re looking for a reminder of what mobile-first indexing is and why it matters, these are a couple of good posts to bring you up to speed:

In short, though, Google is increasingly looking at pages as they appear on mobile for all the things it was previously using desktop pages for — namely, establishing ranking factors, the link graph, and SEO directives. You may well have already seen an alert from Google Search Console telling you your site has been moved over to primarily mobile indexing, but if not, it’s likely not far off.

Get to the point: What am I doing wrong?

If you have more than a handful of landing pages on your site, you’ve probably given some thought in the past to how Google can find them and how to make sure they get a good chunk of your site’s link equity. A rule of thumb often used by SEOs is how many clicks a landing page is from the homepage, also known as “crawl depth.”

Mobile-first indexing impacts this on two fronts:

  1. Some of your links aren’t present on mobile (as is common), so your internal linking simply won’t work in a world where Google is going primarily with the mobile-version of your page
  2. If your links are visible on mobile, they may be hideous or overwhelming to users, given the reduced on-screen real estate vs. desktop

If you don’t believe me on the first point, check out this Twitter conversation between Will Critchlow and John Mueller:

In particular, that section I’ve underlined in red should be of concern — it’s unclear how much time we have, but sooner or later, if your internal linking on the mobile version of your site doesn’t cut it from an SEO perspective, neither does your site.

And for the links that do remain visible, an internal linking structure that can be rationalized on desktop can quickly look overbearing on mobile. Check out this example from Expedia.co.uk’s “flights to London” landing page:

Many of these links are part of the site-wide footer, but they vary according to what page you’re on. For example, on the “flights to Australia” page, you get different links, allowing a tree-like structure of internal linking. This is a common tactic for larger sites.

In this example, there’s more unstructured linking both above and below the section screenshotted. For what it’s worth, although it isn’t pretty, I don’t think this is terrible, but it’s also not the sort of thing I can be particularly proud of when I go to explain to a client’s UX team why I’ve asked them to ruin their beautiful page design for SEO reasons.

I mentioned earlier that there are three main methods of establishing crawl paths on large sites: bulky main navigations, HTML-sitemap-style pages that exist purely for internal linking, or blocks of links at the bottom of indexed pages. I’ll now go through these in turn, and take a look at where they stand in 2018.

1. Bulky main navigations: Fail to scale

The most extreme example I was able to find of this is from Monoprice.com, with a huge 711 links in the sitewide top-nav:

Here’s how it looks on mobile:

This is actually fairly usable, but you have to consider the implications of having this many links on every page of your site — this isn’t going to concentrate equity where you need it most. In addition, you’re potentially asking customers to do a lot of work in terms of finding their way around such a comprehensive navigation.

I don’t think mobile-first indexing changes the picture here much; it’s more that this was never the answer in the first place for sites above a certain size. Many sites have tens of thousands (or more), not hundreds of landing pages to worry about. So simply using the main navigation is not a realistic option, let alone an optimal option, for creating crawl paths and distributing equity in a proportionate or targeted way.

2. HTML sitemaps: Ruined by the counterintuitive equivalence of noindex,follow & noindex,nofollow

This is a slightly less common technique these days, but still used reasonably widely. Take this example from Auto Trader UK:

The idea is that this page is linked to from Auto Trader’s footer, and allows link equity to flow through into deeper parts of the site.

However, there’s a complication: this page in an ideal world be “noindex,follow.” However, it turns out that over time, Google ends up treating “noindex,follow” like “noindex,nofollow.” It’s not 100% clear what John Mueller meant by this, but it does make sense that given the low crawl priority of “noindex” pages, Google could eventually stop crawling them altogether, causing them to behave in effect like “noindex,nofollow.” Anecdotally, this is also how third-party crawlers like Moz and Majestic behave, and it’s how I’ve seen Google behave with test pages on my personal site.

That means that at best, Google won’t discover new links you add to your HTML sitemaps, and at worst, it won’t pass equity through them either. The jury is still out on this worst case scenario, but it’s not an ideal situation in either case.

So, you have to index your HTML sitemaps. For a large site, this means you’re indexing potentially dozens or hundreds of pages that are just lists of links. It is a viable option, but if you care about the quality and quantity of pages you’re allowing into Google’s index, it might not be an option you’re so keen on.

3. Link blocks on landing pages: Good, bad, and ugly, all at the same time

I already mentioned that example from Expedia above, but here’s another extreme example from the Kayak.co.uk homepage:

Example 1

Example 2

It’s no coincidence that both these sites come from the travel search vertical, where having to sustain a massive number of indexed pages is a major challenge. Just like their competitor, Kayak have perhaps gone overboard in the sheer quantity here, but they’ve taken it an interesting step further — notice that the links are hidden behind dropdowns.

This is something that was mentioned in the post from Bridget Randolph I mentioned above, and I agree so much I’m just going to quote her verbatim:

Note that with mobile-first indexing, content which is collapsed or hidden in tabs, etc. due to space limitations will not be treated differently than visible content (as it may have been previously), since this type of screen real estate management is actually a mobile best practice.

Combined with a more sensible quantity of internal linking, and taking advantage of the significant height of many mobile landing pages (i.e., this needn’t be visible above the fold), this is probably the most broadly applicable method for deep internal linking at your disposal going forward. As always, though, we need to be careful as SEOs not to see a working tactic and rush to push it to its limits — usability and moderation are still important, just as with overburdened main navigations.

Summary: Bite the on-page linking bullet, but present it well

Overall, the most scalable method for getting large numbers of pages crawled, indexed, and ranking on your site is going to be on-page linking — simply because you already have a large number of pages to place the links on, and in all likelihood a natural “tree” structure, by very nature of the problem.

Top navigations and HTML sitemaps have their place, but lack the scalability or finesse to deal with this situation, especially given what we now know about Google’s treatment of “noindex,follow” tags.

However, the more we emphasize mobile experience, while simultaneously relying on this method, the more we need to be careful about how we present it. In the past, as SEOs, we might have been fairly nervous about placing on-page links behind tabs or dropdowns, just because it felt like deceiving Google. And on desktop, that might be true, but on mobile, this is increasingly going to become best practice, and we have to trust Google to understand that.

All that said, I’d love to hear your strategies for grappling with this — let me know in the comments below!

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!


Moz Blog

Posted in IM NewsComments Off

Local Business Transparency & Empathy for the Holidays: Tips + Downloadable Checklist

Posted by MiriamEllis

Your local business will invest its all in stocking shelves and menus with the right goods and services in advance of the 2018 holiday season, but does your inventory include the on-and-offline experiences consumers say they want most?

Right now, a potential patron near you is having an experience that will inform their decision of whether to do business with you at year’s end, and their takeaway is largely hinging on two things: your brand’s transparency and empathy.

An excellent SproutSocial survey of 1,000 consumers found that people define transparency as being:

  • Open (59%)
  • Clear (53%)
  • Honest (49%)

Meanwhile, after a trying year of fake news, bad news, and privacy breaches, Americans could certainly use some empathy from brands that respect their rights, needs, aspirations, and time.

Today, let’s explore how your local brand can gift customers with both transparency and empathy before and during the holiday season, and let’s make it easy for your team with a shareable, downloadable checklist, complete with 20 tips for in-store excellence and holiday Google My Business best practices:

Grab the Holiday Checklist now!

For consumers, even the little things mean a lot

Your brother eats at that restaurant because its owner fed 10,000 meals to displaced residents during a wildfire. My sister won’t buy merchandise from that shop because their hiring practices are discriminatory. A friend was so amazed when the big brand CEO responded personally to her complaint that she’s telling all her social followers about it now.

Maybe it’s always been a national pastime for Americans to benefit one another with wisdom gained from their purchasing experiences. I own one of the first cookbooks ever published in this country and ‘tis full of wyse warnings about how to avoid “doctored” meats and grains in the marketplace. Social media has certainly amplified our voices, but it has done something else that truly does feel fresh and new. Consider SproutSocial’s findings that:

  • 86% of Americans say transparency from businesses is more important than ever before.
  • 40% of people who say brand transparency is more important than ever before attribute it to social media.
  • 63% of people say CEOs who have their own social profiles are better representatives for their companies than CEOs who do not.

What were customers’ chances of seeking redress and publicity just 20 years ago if a big brand treated them poorly? Today, they can document with video, write a review, tweet to the multitudes, even get picked up by national news. They can use a search engine to dig up the truth about a company’s past and present practices. And… they can find the social profiles of a growing number of brand representatives and speak to them directly about their experiences, putting the ball in the company’s court to respond for all to see.

In other words, people increasingly assume brands should be directly accessible. That’s new!

Should this increased expectation of interactive transparency terrify businesses?

Absolutely not, if their intentions and policies are open, clear, and honest. It’s a little thing to treat a customer with fairness and regard, but its impacts in the age of social media are not small. In fact, SproutSocial found that transparent practices are golden as far as consumer loyalty is concerned:

  • 85% of people say a business’ history of being transparent makes them more likely to give it a second chance after a bad experience.
  • 89% of people say a business can regain their trust if it admits to a mistake and is transparent about the steps it will take to resolve the issue.

I highly recommend reading the entire SproutSocial study, and while it focuses mainly on general brands and general social media, my read of it correlated again and again to the specific scenario of local businesses. Let’s talk about this!

How transparency & empathy relate to local brands

“73.8% of customers were either likely or extremely likely to continue to do business with a merchant once the complaint had been resolved.”
- GetFiveStars

On the local business scene, we’re also witnessing the rising trend of consumers who expect accountability and accessibility, and who speak up when they don’t encounter it. Local businesses need to commit to openness in terms of their business practices, just as digital businesses do, but there are some special nuances at play here, too.

I can’t count the number of negative reviews I’ve read that cited inconvenience caused by local business listings containing wrong addresses and incorrect hours. These reviewers have experienced a sense of ill-usage stemming from a perceived lack of respect for their busy schedules and a lack of brand concern for their well-being. Neglected online local business information leads to neglected-feeling customers who sometimes even believe that a company is hiding the truth from them!

These are avoidable outcomes. As the above quote from a GetFiveStars survey demonstrates, local brands that fully participate in anticipating, hearing, and responding to consumer needs are rewarded with loyalty. Given this, as we begin the countdown to holiday shopping, be sure you’re fostering basic transparency and empathy with simple steps like:

  • Checking your core citations for accurate names, addresses, phone numbers, and other info and making necessary corrections
  • Updating your local business listing hours to reflect extended holiday hours and closures
  • Updating your website and all local landing pages to reflect this information

Next, bolster more advanced transparency by:

  • Using Google Posts to clearly highlight your major sale dates so people don’t feel tricked or left out
  • Answering all consumer questions via Google Questions & Answers in your Google Knowledge Panels
  • Responding swiftly to both positive and negative reviews on core platforms
  • Monitoring and participating on all social discussion of your brand when concerns or complaints arise, letting customers know you are accessible
  • Posting in-store signage directing customers to complaint phone/text hotlines

And, finally, create an empathetic rapport with customers via efforts like:

  • Developing and publishing a consumer-centric service policy both on your website and in signage or print materials in all of your locations
  • Using Google My Business attributes to let patrons know about features like wheelchair accessibility, available parking, pet-friendliness, etc.
  • Publishing your company giving strategies so that customers can feel spending with you supports good things — for example, X% of sales going to a local homeless shelter, children’s hospital, or other worthy cause
  • Creating a true welcome for all patrons, regardless of gender, identity, race, creed, or culture — for example, gender neutral bathrooms, feeding stations for mothers, fragrance-free environments for the chemically sensitive, or even a few comfortable chairs for tired shoppers to rest in

A company commitment to standards like TAGFEE coupled with a basic regard for the rights, well-being, and aspirations of customers year-round can stand a local brand in very good stead at the holidays. Sometimes it’s the intangible goods a brand stocks — like goodwill towards one’s local community — that yield a brand of loyalty nothing else can buy.

Why not organize for it, organize for the mutual benefits of business and society with a detailed, step-by-step checklist you can take to your next team meeting?:

Download the 2018 Holiday Local SEO Checklist

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!


Moz Blog

Posted in IM NewsComments Off

Local Business Transparency & Empathy for the Holidays: Tips + Downloadable Checklist

Posted by MiriamEllis

Your local business will invest its all in stocking shelves and menus with the right goods and services in advance of the 2018 holiday season, but does your inventory include the on-and-offline experiences consumers say they want most?

Right now, a potential patron near you is having an experience that will inform their decision of whether to do business with you at year’s end, and their takeaway is largely hinging on two things: your brand’s transparency and empathy.

An excellent SproutSocial survey of 1,000 consumers found that people define transparency as being:

  • Open (59%)
  • Clear (53%)
  • Honest (49%)

Meanwhile, after a trying year of fake news, bad news, and privacy breaches, Americans could certainly use some empathy from brands that respect their rights, needs, aspirations, and time.

Today, let’s explore how your local brand can gift customers with both transparency and empathy before and during the holiday season, and let’s make it easy for your team with a shareable, downloadable checklist, complete with 20 tips for in-store excellence and holiday Google My Business best practices:

Grab the Holiday Checklist now!

For consumers, even the little things mean a lot

Your brother eats at that restaurant because its owner fed 10,000 meals to displaced residents during a wildfire. My sister won’t buy merchandise from that shop because their hiring practices are discriminatory. A friend was so amazed when the big brand CEO responded personally to her complaint that she’s telling all her social followers about it now.

Maybe it’s always been a national pastime for Americans to benefit one another with wisdom gained from their purchasing experiences. I own one of the first cookbooks ever published in this country and ‘tis full of wyse warnings about how to avoid “doctored” meats and grains in the marketplace. Social media has certainly amplified our voices, but it has done something else that truly does feel fresh and new. Consider SproutSocial’s findings that:

  • 86% of Americans say transparency from businesses is more important than ever before.
  • 40% of people who say brand transparency is more important than ever before attribute it to social media.
  • 63% of people say CEOs who have their own social profiles are better representatives for their companies than CEOs who do not.

What were customers’ chances of seeking redress and publicity just 20 years ago if a big brand treated them poorly? Today, they can document with video, write a review, tweet to the multitudes, even get picked up by national news. They can use a search engine to dig up the truth about a company’s past and present practices. And… they can find the social profiles of a growing number of brand representatives and speak to them directly about their experiences, putting the ball in the company’s court to respond for all to see.

In other words, people increasingly assume brands should be directly accessible. That’s new!

Should this increased expectation of interactive transparency terrify businesses?

Absolutely not, if their intentions and policies are open, clear, and honest. It’s a little thing to treat a customer with fairness and regard, but its impacts in the age of social media are not small. In fact, SproutSocial found that transparent practices are golden as far as consumer loyalty is concerned:

  • 85% of people say a business’ history of being transparent makes them more likely to give it a second chance after a bad experience.
  • 89% of people say a business can regain their trust if it admits to a mistake and is transparent about the steps it will take to resolve the issue.

I highly recommend reading the entire SproutSocial study, and while it focuses mainly on general brands and general social media, my read of it correlated again and again to the specific scenario of local businesses. Let’s talk about this!

How transparency & empathy relate to local brands

“73.8% of customers were either likely or extremely likely to continue to do business with a merchant once the complaint had been resolved.”
- GetFiveStars

On the local business scene, we’re also witnessing the rising trend of consumers who expect accountability and accessibility, and who speak up when they don’t encounter it. Local businesses need to commit to openness in terms of their business practices, just as digital businesses do, but there are some special nuances at play here, too.

I can’t count the number of negative reviews I’ve read that cited inconvenience caused by local business listings containing wrong addresses and incorrect hours. These reviewers have experienced a sense of ill-usage stemming from a perceived lack of respect for their busy schedules and a lack of brand concern for their well-being. Neglected online local business information leads to neglected-feeling customers who sometimes even believe that a company is hiding the truth from them!

These are avoidable outcomes. As the above quote from a GetFiveStars survey demonstrates, local brands that fully participate in anticipating, hearing, and responding to consumer needs are rewarded with loyalty. Given this, as we begin the countdown to holiday shopping, be sure you’re fostering basic transparency and empathy with simple steps like:

  • Checking your core citations for accurate names, addresses, phone numbers, and other info and making necessary corrections
  • Updating your local business listing hours to reflect extended holiday hours and closures
  • Updating your website and all local landing pages to reflect this information

Next, bolster more advanced transparency by:

  • Using Google Posts to clearly highlight your major sale dates so people don’t feel tricked or left out
  • Answering all consumer questions via Google Questions & Answers in your Google Knowledge Panels
  • Responding swiftly to both positive and negative reviews on core platforms
  • Monitoring and participating on all social discussion of your brand when concerns or complaints arise, letting customers know you are accessible
  • Posting in-store signage directing customers to complaint phone/text hotlines

And, finally, create an empathetic rapport with customers via efforts like:

  • Developing and publishing a consumer-centric service policy both on your website and in signage or print materials in all of your locations
  • Using Google My Business attributes to let patrons know about features like wheelchair accessibility, available parking, pet-friendliness, etc.
  • Publishing your company giving strategies so that customers can feel spending with you supports good things — for example, X% of sales going to a local homeless shelter, children’s hospital, or other worthy cause
  • Creating a true welcome for all patrons, regardless of gender, identity, race, creed, or culture — for example, gender neutral bathrooms, feeding stations for mothers, fragrance-free environments for the chemically sensitive, or even a few comfortable chairs for tired shoppers to rest in

A company commitment to standards like TAGFEE coupled with a basic regard for the rights, well-being, and aspirations of customers year-round can stand a local brand in very good stead at the holidays. Sometimes it’s the intangible goods a brand stocks — like goodwill towards one’s local community — that yield a brand of loyalty nothing else can buy.

Why not organize for it, organize for the mutual benefits of business and society with a detailed, step-by-step checklist you can take to your next team meeting?:

Download the 2018 Holiday Local SEO Checklist

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!


Moz Blog

Posted in IM NewsComments Off

Local Business Transparency & Empathy for the Holidays: Tips + Downloadable Checklist

Posted by MiriamEllis

Your local business will invest its all in stocking shelves and menus with the right goods and services in advance of the 2018 holiday season, but does your inventory include the on-and-offline experiences consumers say they want most?

Right now, a potential patron near you is having an experience that will inform their decision of whether to do business with you at year’s end, and their takeaway is largely hinging on two things: your brand’s transparency and empathy.

An excellent SproutSocial survey of 1,000 consumers found that people define transparency as being:

  • Open (59%)
  • Clear (53%)
  • Honest (49%)

Meanwhile, after a trying year of fake news, bad news, and privacy breaches, Americans could certainly use some empathy from brands that respect their rights, needs, aspirations, and time.

Today, let’s explore how your local brand can gift customers with both transparency and empathy before and during the holiday season, and let’s make it easy for your team with a shareable, downloadable checklist, complete with 20 tips for in-store excellence and holiday Google My Business best practices:

Grab the Holiday Checklist now!

For consumers, even the little things mean a lot

Your brother eats at that restaurant because its owner fed 10,000 meals to displaced residents during a wildfire. My sister won’t buy merchandise from that shop because their hiring practices are discriminatory. A friend was so amazed when the big brand CEO responded personally to her complaint that she’s telling all her social followers about it now.

Maybe it’s always been a national pastime for Americans to benefit one another with wisdom gained from their purchasing experiences. I own one of the first cookbooks ever published in this country and ‘tis full of wyse warnings about how to avoid “doctored” meats and grains in the marketplace. Social media has certainly amplified our voices, but it has done something else that truly does feel fresh and new. Consider SproutSocial’s findings that:

  • 86% of Americans say transparency from businesses is more important than ever before.
  • 40% of people who say brand transparency is more important than ever before attribute it to social media.
  • 63% of people say CEOs who have their own social profiles are better representatives for their companies than CEOs who do not.

What were customers’ chances of seeking redress and publicity just 20 years ago if a big brand treated them poorly? Today, they can document with video, write a review, tweet to the multitudes, even get picked up by national news. They can use a search engine to dig up the truth about a company’s past and present practices. And… they can find the social profiles of a growing number of brand representatives and speak to them directly about their experiences, putting the ball in the company’s court to respond for all to see.

In other words, people increasingly assume brands should be directly accessible. That’s new!

Should this increased expectation of interactive transparency terrify businesses?

Absolutely not, if their intentions and policies are open, clear, and honest. It’s a little thing to treat a customer with fairness and regard, but its impacts in the age of social media are not small. In fact, SproutSocial found that transparent practices are golden as far as consumer loyalty is concerned:

  • 85% of people say a business’ history of being transparent makes them more likely to give it a second chance after a bad experience.
  • 89% of people say a business can regain their trust if it admits to a mistake and is transparent about the steps it will take to resolve the issue.

I highly recommend reading the entire SproutSocial study, and while it focuses mainly on general brands and general social media, my read of it correlated again and again to the specific scenario of local businesses. Let’s talk about this!

How transparency & empathy relate to local brands

“73.8% of customers were either likely or extremely likely to continue to do business with a merchant once the complaint had been resolved.”
- GetFiveStars

On the local business scene, we’re also witnessing the rising trend of consumers who expect accountability and accessibility, and who speak up when they don’t encounter it. Local businesses need to commit to openness in terms of their business practices, just as digital businesses do, but there are some special nuances at play here, too.

I can’t count the number of negative reviews I’ve read that cited inconvenience caused by local business listings containing wrong addresses and incorrect hours. These reviewers have experienced a sense of ill-usage stemming from a perceived lack of respect for their busy schedules and a lack of brand concern for their well-being. Neglected online local business information leads to neglected-feeling customers who sometimes even believe that a company is hiding the truth from them!

These are avoidable outcomes. As the above quote from a GetFiveStars survey demonstrates, local brands that fully participate in anticipating, hearing, and responding to consumer needs are rewarded with loyalty. Given this, as we begin the countdown to holiday shopping, be sure you’re fostering basic transparency and empathy with simple steps like:

  • Checking your core citations for accurate names, addresses, phone numbers, and other info and making necessary corrections
  • Updating your local business listing hours to reflect extended holiday hours and closures
  • Updating your website and all local landing pages to reflect this information

Next, bolster more advanced transparency by:

  • Using Google Posts to clearly highlight your major sale dates so people don’t feel tricked or left out
  • Answering all consumer questions via Google Questions & Answers in your Google Knowledge Panels
  • Responding swiftly to both positive and negative reviews on core platforms
  • Monitoring and participating on all social discussion of your brand when concerns or complaints arise, letting customers know you are accessible
  • Posting in-store signage directing customers to complaint phone/text hotlines

And, finally, create an empathetic rapport with customers via efforts like:

  • Developing and publishing a consumer-centric service policy both on your website and in signage or print materials in all of your locations
  • Using Google My Business attributes to let patrons know about features like wheelchair accessibility, available parking, pet-friendliness, etc.
  • Publishing your company giving strategies so that customers can feel spending with you supports good things — for example, X% of sales going to a local homeless shelter, children’s hospital, or other worthy cause
  • Creating a true welcome for all patrons, regardless of gender, identity, race, creed, or culture — for example, gender neutral bathrooms, feeding stations for mothers, fragrance-free environments for the chemically sensitive, or even a few comfortable chairs for tired shoppers to rest in

A company commitment to standards like TAGFEE coupled with a basic regard for the rights, well-being, and aspirations of customers year-round can stand a local brand in very good stead at the holidays. Sometimes it’s the intangible goods a brand stocks — like goodwill towards one’s local community — that yield a brand of loyalty nothing else can buy.

Why not organize for it, organize for the mutual benefits of business and society with a detailed, step-by-step checklist you can take to your next team meeting?:

Download the 2018 Holiday Local SEO Checklist

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!


Moz Blog

Posted in IM NewsComments Off

How We More than Doubled Conversions & Leads for a New ICO [Case Study]

Posted by jkuria

Summary

We helped Repux generate 253% more leads, nearly 100% more token sales and millions of dollars in incremental revenue during their initial coin offering (ICO) by using our CRO expertise.

The optimized site also helped them get meetings with some of the biggest names in the venture capital community — a big feat for a Poland-based team without the pedigree typically required (no MIT, Stanford, Ivy League, Google, Facebook, Amazon, Microsoft background).

The details:

Repux is a marketplace that lets small and medium businesses sell anonymized data to developers. The developers use the data to build “artificially intelligent” apps, which they then sell back to businesses. Business owners and managers use the apps to make better business decisions.

Below is the original page, which linked to a dense whitepaper. We don’t know who decided that an ICO requires a long, dry whitepaper, but this seems to be the norm!

A screenshot of a cell phone</p>
<p>Description generated with very high confidence

This page above suffers from several issues:

  • The headline is pretty meaningless (“Decentralized Data & Applications Protocol for SMEs). Remember, as David Ogilvy noted, 90% of the success of an ad (in our case, a landing page) is determined by the headline. Visitors quickly scan the headline and if it doesn’t hold their interest, bounce immediately. With so much content on the web, attention is scarce — the average time spent on a page is a few seconds and the average bounce rate is about 85%.
  • The call to action is “Get Whitelisted,” which is also meaningless. What’s in it for me? Why should I want to “Get Whitelisted”?
  • A lack of urgency to act. There is a compelling reason to do so, but it was not being clearly articulated (“Get 50% OFF on the tokens if you buy before a certain date.”)
  • Lack of “evidentials”: Evidentials are elements that lend credibility or reduce anxiety and include things like mentions in trusted publications, well-known investors or advisors, industry seals, association affiliations, specific numbers (e.g. 99% Net Promoter Score), and so on.
  • Too much jargon and arcane technical language: Our research using Mouseflow’s on-page feedback feature showed that the non-accredited-investor ICO audience isn’t sophisticated. They typically reside outside of the US and have a limited command of English. Most are younger men (18–35) who made money from speculative activities on the Internet (affiliate marketing, Adsense arbitrage, and of course other crypto-currencies). When we surveyed them, many did not initially understand the concept. In our winning page (below), we dumbed down things a lot!

Below is the new page that produced a 253% gain in leads (email opt-ins). Coupled with the email follow-up sequence shown below, it produced a nearly 100% gain in token sales.

Winning page (above the fold):

Here are few of the elements that we believe made a difference:

  • Much clearer headline (which we improved upon further in a subsequent treatment).
  • Simple explanation of what the company is doing
  • Urgency to buy now — get 50% off on tokens if you buy before the countdown timer expires
  • Solicited and used press mentions
  • Social proof from the Economist; tapping a meme can be powerful as it’s always easier to swim downstream than upstream. “Data is the new oil” is a current meme.

More persuasive elements (below the fold):

In the second span (the next screenful below the fold) we added a few more persuasive elements.

For one, we highlighted key Repux accomplishments and included bios of two advisors who are well known in the crypto-community.

Having a working platform was an important differentiator because only one in 10 ICOs had a working product. Most launched with just a whitepaper!

A survey of the token buyers showed that mentioning well-known advisors worked — several respondents said it was the decisive factor in persuading them to buy. Before, the advisors were buried in a little-visited page. We featured them more prominently.

Interestingly, this seemed to cut both ways. One of the non-contributors said he was initially interested because of a certain advisor’s involvement. He later chose not to contribute because he felt this advisor’s other flagship project had been mismanaged!

We also used 3 concrete examples to show how the marketplace functions and how the tokens would be used:

When your product is highly abstract and technical, using concrete examples aids understanding. We also found this to be true when pitching to professional investors. They often asked, “Can you give me an example of how this would work in the real world?”

We like long-form pages because unlike a live selling situation, there’s no opportunity for a back-and-forth conversation. The page must therefore overcorrect and address every objection a web visitor might have.

Lastly, we explained why Repux is likely to succeed. We quoted Victor Hugo for good measure, to create an air of inevitability:

How much impact did Victor Hugo have? I don’t know, but the page did much better overall. Our experience shows that radical redesigns (that change many page elements at the same time) produce higher conversion lifts.

Once you attain a large lift, if you like, you can then do isolation testing of specific variables to determine how much each change contributed.

13% lift: Simplified alternate page

The page below led to a further 13% lift.

The key elements we changed were:

  • Simplified the headline even further: “Repux Monetizes Data from Millions of Small Enterprises.” What was previously the headline is now stated in the bullet points.
  • Added a “5 Reasons Why Repux is Likely to Succeed” section: When you number things, visitors are more likely to engage with the content. They may not read all the text but will at least skim over the numbered sub-headlines to learn what all the points are — just like power abhors a vacuum, the mind can’t seem to stand incompleteness!

We’ve seen this in Mouseflow heatmaps. You can do this test yourself: List a bunch of bullet points versus a numbered list and with a compelling headline: The 7 Reasons Why 20,0000 Doctors Recommend Product X or The 3 Key Things You Need to Know to Make an Informed Decision.

C:\Users\jkuri\AppData\Local\Temp\SNAGHTML26c90c7c.PNG

Follow-up email sequence

We also created a follow-up email sequence for Repux that led to more token sales.

C:\Users\jkuri\AppData\Local\Temp\SNAGHTML4824f99e.PNG

As you can see, the average open rate is north of 40%, and the goal attained (token sales) is above 8%. According to Mailchimp, the average email marketing campaign open rate is about 20%, while the average CTR is about 3%.

We got more sales than most people get clicks. Here’s a link to three sample emails we sent.

Our emails are effective because:

  • They’re educational (versus pure sales pitch). This is also important to avoid “burning out” your list. If all you do is send pitch after pitch, soon you’ll be lucky to get a 1.3% open rate!
  • They employ storytelling. We use a technique known as the “Soap Opera Sequence.” Each email creates anticipation for the next one and also refers to some interesting fact in previous ones. If a person would only have opened one email, they are now likely to want to open future ones as well as look up older ones to “solve the puzzle.” This leads to higher open rates for the entire sequence, and more sales.
  • The calls to action are closer to the bottom, having first built up some value. Counterintuitively, this works better, but you should always test radically different approaches.

Email is a massively underutilized medium. Most businesses are sitting on goldmines (their email list) without realizing it! You can — and should — make at least 2x to 3x as many sales from your email list as you do from direct website sales.

It takes a lot of work to write an effective sequence, but once you do you can run it on autopilot for years, making money hand over fist. As customer acquisition gets ever more competitive and expensive, how well you monetize your list can make the difference between success and failure.

Conclusion

To increase the conversion rate on your website and get more sales, leads, or app downloads, follow these simple steps:

  • Put in the work to understand why the non-converting visitors are leaving and then systematically address their specific objections. This is what “research-driven” optimization means, as opposed to redesign based purely aesthetic appeal or “best practices.”
  • Find out why the converting visitors took the desired action — and then accentuate these things.
  • Capture emails and use a follow-up sequence to educate and tell stories to those who were not convinced by the website. Done correctly, this can produce 2x to 3x as many sales as the website.

Simple, but not easy. It takes diligence and discipline to do these things well. But if you do, you will be richly rewarded!

And if you’d like to learn more about conversion rate optimization or review additional case studies, we encourage you to take our free course.

Thanks to Jon Powell, Hayk Saakian, Vlad Mkrtumyan, and Nick Jordan for reading drafts of this post.

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!


Moz Blog

Posted in IM NewsComments Off

NEW On-Demand Crawl: Quick Insights for Sales, Prospecting, & Competitive Analysis

Posted by Dr-Pete

In June of 2017, Moz launched our entirely rebuilt Site Crawl, helping you dive deep into crawl issues and technical SEO problems, fix those issues in your Moz Pro Campaigns (tracked websites), and monitor weekly for new issues. Many times, though, you need quick insights outside of a Campaign context, whether you’re analyzing a prospect site before a sales call or trying to assess the competition.

For years, Moz had a lab tool called Crawl Test. The bad news is that Crawl Test never made it to prime-time and suffered from some neglect. The good news is that I’m happy to announce the full launch (as of August 2018) of On-Demand Crawl, an entirely new crawl tool built on the engine that powers Site Crawl, but with a UI designed around quick insights for prospecting and competitive analysis.

While you don’t need a Campaign to run a crawl, you do need to be logged into your Moz Pro subscription. If you don’t have a subscription, you can sign-up for a free trial and give it a whirl.

How can you put On-Demand Crawl to work? Let’s walk through a short example together.


All you need is a domain

Getting started is easy. From the “Moz Pro” menu, find “On-Demand Crawl” under “Research Tools”:

Just enter a root domain or subdomain in the box at the top and click the blue button to kick off a crawl. While I don’t want to pick on anyone, I’ve decided to use a real site. Our recent analysis of the August 1st Google update identified some sites that were hit hard, and I’ve picked one (lilluna.com) from that list.

Please note that Moz is not affiliated with Lil’ Luna in any way. For the most part, it seems to be a decent site with reasonably good content. Let’s pretend, just for this post, that you’re looking to help this site out and determine if they’d be a good fit for your SEO services. You’ve got a call scheduled and need to spot-check for any major problems so that you can go into that call as informed as possible.

On-Demand Crawls aren’t instantaneous (crawling is a big job), but they’ll generally finish between a few minutes and an hour. We know these are time-sensitive situations. You’ll soon receive an email that looks like this:

The email includes the number of URLs crawled (On-Demand will currently crawl up to 3,000 URLs), the total issues found, and a summary table of crawl issues by category. Click on the [View Report] link to dive into the full crawl data.


Assess critical issues quickly

We’ve designed On-Demand Crawl to assist your own human intelligence. You’ll see some basic stats at the top, but then immediately move into a graph of your top issues by count. The graph only displays issues that occur at least once on your site – you can click “See More” to show all of the issues that On-Demand Crawl tracks (the top two bars have been truncated)…

Issues are also color-coded by category. Some items are warnings, and whether they matter depends a lot on context. Other issues, like “Critcal Errors” (in red) almost always demand attention. So, let’s check out those 404 errors. Scroll down and you’ll see a list of “Pages Crawled” with filters. You’re going to select “4xx” in the “Status Codes” dropdown…

You can then pretty easily spot-check these URLs and find out that they do, in fact, seem to be returning 404 errors. Some appear to be legitimate content that has either internal or external links (or both). So, within a few minutes, you’ve already found something useful.

Let’s look at those yellow “Meta Noindex” errors next. This is a tricky one, because you can’t easily determine intent. An intentional Meta Noindex may be fine. An unintentional one (or hundreds of unintentional ones) could be blocking crawlers and causing serious harm. Here, you’ll filter by issue type…

Like the top graph, issues appear in order of prevalence. You can also filter by all pages that have issues (any issues) or pages that have no issues. Here’s a sample of what you get back (the full table also includes status code, issue count, and an option to view all issues)…

Notice the “?s=” common to all of these URLs. Clicking on a few, you can see that these are internal search pages. These URLs have no particular SEO value, and the Meta Noindex is likely intentional. Good technical SEO is also about avoiding false alarms because you lack internal knowledge of a site. On-Demand Crawl helps you semi-automate and summarize insights to put your human intelligence to work quickly.


Dive deeper with exports

Let’s go back to those 404s. Ideally, you’d like to know where those URLs are showing up. We can’t fit everything into one screen, but if you scroll up to the “All Issues” graph you’ll see an “Export CSV” option…

The export will honor any filters set in the page list, so let’s re-apply that “4xx” filter and pull the data. Your export should download almost immediately. The full export contains a wealth of information, but I’ve zeroed in on just what’s critical for this particular case…

Now, you know not only what pages are missing, but exactly where they link from internally, and can easily pass along suggested fixes to the customer or prospect. Some of these turn out to be link-heavy pages that could probably benefit from some clean-up or updating (if newer recipes are a good fit).

Let’s try another one. You’ve got 8 duplicate content errors. Potentially thin content could fit theories about the August 1st update, so this is worth digging into. If you filter by “Duplicate Content” issues, you’ll see the following message…

The 8 duplicate issues actually represent 18 pages, and the table returns all 18 affected pages. In some cases, the duplicates will be obvious from the title and/or URL, but in this case there’s a bit of mystery, so let’s pull that export file. In this case, there’s a column called “Duplicate Content Group,” and sorting by it reveals something like the following (there’s a lot more data in the original export file)…

I’ve renamed “Duplicate Content Group” to just “Group” and included the word count (“Words”), which could be useful for verifying true duplicates. Look at group #7 – it turns out that these “Weekly Menu Plan” pages are very image heavy and have a common block of text before any unique text. While not 100% duplicated, these otherwise valuable pages could easily look like thin content to Google and represent a broader problem.


Real insights in real-time

Not counting the time spent writing the blog post, running this crawl and diving in took less than an hour, and even that small amount of time spent uncovered more potential issues than what I could cover in this post. In less than an hour, you can walk into a client meeting or sales call with in-depth knowledge of any domain.

Keep in mind that many of these features also exist in our Site Crawl tool. If you’re looking for long-term, campaign insights, use Site Crawl (if you just need to update your data, use our “Recrawl” feature). If you’re looking for quick, one-time insights, check out On-Demand Crawl. Standard Pro users currently get 5 On-Demand Crawls per month (with limits increasing at higher tiers).

Your On-Demand Crawls are currently stored for 90 days. When you re-enter the feature, you’ll see a table of all of your recent crawls (the image below has been truncated):

Click on any row to go back to see the crawl data for that domain. If you get the sale and decide to move forward, congratulations! You can port that domain directly into a Moz campaign.

We hope you’ll try On-Demand Crawl out and let us know what you think. We’d love to hear your case studies, whether it’s sales, competitive analysis, or just trying to solve the mysteries of a Google update.

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!


Moz Blog

Posted in IM NewsComments Off

The Minimum Viable Knowledge You Need to Work with JavaScript & SEO Today

Posted by sergeystefoglo

If your work involves SEO at some level, you’ve most likely been hearing more and more about JavaScript and the implications it has on crawling and indexing. Frankly, Googlebot struggles with it, and many websites utilize modern-day JavaScript to load in crucial content today. Because of this, we need to be equipped to discuss this topic when it comes up in order to be effective.

The goal of this post is to equip you with the minimum viable knowledge required to do so. This post won’t go into the nitty gritty details, describe the history, or give you extreme detail on specifics. There are a lot of incredible write-ups that already do this — I suggest giving them a read if you are interested in diving deeper (I’ll link out to my favorites at the bottom).

In order to be effective consultants when it comes to the topic of JavaScript and SEO, we need to be able to answer three questions:

  1. Does the domain/page in question rely on client-side JavaScript to load/change on-page content or links?
  2. If yes, is Googlebot seeing the content that’s loaded in via JavaScript properly?
  3. If not, what is the ideal solution?

With some quick searching, I was able to find three examples of landing pages that utilize JavaScript to load in crucial content.

I’m going to be using Sitecore’s Symposium landing page through each of these talking points to illustrate how to answer the questions above.

We’ll cover the “how do I do this” aspect first, and at the end I’ll expand on a few core concepts and link to further resources.

Question 1: Does the domain in question rely on client-side JavaScript to load/change on-page content or links?

The first step to diagnosing any issues involving JavaScript is to check if the domain uses it to load in crucial content that could impact SEO (on-page content or links). Ideally this will happen anytime you get a new client (during the initial technical audit), or whenever your client redesigns/launches new features of the site.

How do we go about doing this?

Ask the client

Ask, and you shall receive! Seriously though, one of the quickest/easiest things you can do as a consultant is contact your POC (or developers on the account) and ask them. After all, these are the people who work on the website day-in and day-out!

“Hi [client], we’re currently doing a technical sweep on the site. One thing we check is if any crucial content (links, on-page content) gets loaded in via JavaScript. We will do some manual testing, but an easy way to confirm this is to ask! Could you (or the team) answer the following, please?

1. Are we using client-side JavaScript to load in important content?

2. If yes, can we get a bulleted list of where/what content is loaded in via JavaScript?”

Check manually

Even on a large e-commerce website with millions of pages, there are usually only a handful of important page templates. In my experience, it should only take an hour max to check manually. I use the Chrome Web Developers plugin, disable JavaScript from there, and manually check the important templates of the site (homepage, category page, product page, blog post, etc.)

In the example above, once we turn off JavaScript and reload the page, we can see that we are looking at a blank page.

As you make progress, jot down notes about content that isn’t being loaded in, is being loaded in wrong, or any internal linking that isn’t working properly.

At the end of this step we should know if the domain in question relies on JavaScript to load/change on-page content or links. If the answer is yes, we should also know where this happens (homepage, category pages, specific modules, etc.)

Crawl

You could also crawl the site (with a tool like Screaming Frog or Sitebulb) with JavaScript rendering turned off, and then run the same crawl with JavaScript turned on, and compare the differences with internal links and on-page elements.

For example, it could be that when you crawl the site with JavaScript rendering turned off, the title tags don’t appear. In my mind this would trigger an action to crawl the site with JavaScript rendering turned on to see if the title tags do appear (as well as checking manually).

Example

For our example, I went ahead and did a manual check. As we can see from the screenshot below, when we disable JavaScript, the content does not load.

In other words, the answer to our first question for this pages is “yes, JavaScript is being used to load in crucial parts of the site.”

Question 2: If yes, is Googlebot seeing the content that’s loaded in via JavaScript properly?

If your client is relying on JavaScript on certain parts of their website (in our example they are), it is our job to try and replicate how Google is actually seeing the page(s). We want to answer the question, “Is Google seeing the page/site the way we want it to?”

In order to get a more accurate depiction of what Googlebot is seeing, we need to attempt to mimic how it crawls the page.

How do we do that?

Use Google’s new mobile-friendly testing tool

At the moment, the quickest and most accurate way to try and replicate what Googlebot is seeing on a site is by using Google’s new mobile friendliness tool. My colleague Dom recently wrote an in-depth post comparing Search Console Fetch and Render, Googlebot, and the mobile friendliness tool. His findings were that most of the time, Googlebot and the mobile friendliness tool resulted in the same output.

In Google’s mobile friendliness tool, simply input your URL, hit “run test,” and then once the test is complete, click on “source code” on the right side of the window. You can take that code and search for any on-page content (title tags, canonicals, etc.) or links. If they appear here, Google is most likely seeing the content.

Search for visible content in Google

It’s always good to sense-check. Another quick way to check if GoogleBot has indexed content on your page is by simply selecting visible text on your page, and doing a site:search for it in Google with quotations around said text.

In our example there is visible text on the page that reads…

“Whether you are in marketing, business development, or IT, you feel a sense of urgency. Or maybe opportunity?”

When we do a site:search for this exact phrase, for this exact page, we get nothing. This means Google hasn’t indexed the content.

Crawling with a tool

Most crawling tools have the functionality to crawl JavaScript now. For example, in Screaming Frog you can head to configuration > spider > rendering > then select “JavaScript” from the dropdown and hit save. DeepCrawl and SiteBulb both have this feature as well.

From here you can input your domain/URL and see the rendered page/code once your tool of choice has completed the crawl.

Example:

When attempting to answer this question, my preference is to start by inputting the domain into Google’s mobile friendliness tool, copy the source code, and searching for important on-page elements (think title tag, <h1>, body copy, etc.) It’s also helpful to use a tool like diff checker to compare the rendered HTML with the original HTML (Screaming Frog also has a function where you can do this side by side).

For our example, here is what the output of the mobile friendliness tool shows us.

After a few searches, it becomes clear that important on-page elements are missing here.

We also did the second test and confirmed that Google hasn’t indexed the body content found on this page.

The implication at this point is that Googlebot is not seeing our content the way we want it to, which is a problem.

Let’s jump ahead and see what we can recommend the client.

Question 3: If we’re confident Googlebot isn’t seeing our content properly, what should we recommend?

Now we know that the domain is using JavaScript to load in crucial content and we know that Googlebot is most likely not seeing that content, the final step is to recommend an ideal solution to the client. Key word: recommend, not implement. It’s 100% our job to flag the issue to our client, explain why it’s important (as well as the possible implications), and highlight an ideal solution. It is 100% not our job to try to do the developer’s job of figuring out an ideal solution with their unique stack/resources/etc.

How do we do that?

You want server-side rendering

The main reason why Google is having trouble seeing Sitecore’s landing page right now, is because Sitecore’s landing page is asking the user (us, Googlebot) to do the heavy work of loading the JavaScript on their page. In other words, they’re using client-side JavaScript.

Googlebot is literally landing on the page, trying to execute JavaScript as best as possible, and then needing to leave before it has a chance to see any content.

The fix here is to instead have Sitecore’s landing page load on their server. In other words, we want to take the heavy lifting off of Googlebot, and put it on Sitecore’s servers. This will ensure that when Googlebot comes to the page, it doesn’t have to do any heavy lifting and instead can crawl the rendered HTML.

In this scenario, Googlebot lands on the page and already sees the HTML (and all the content).

There are more specific options (like isomorphic setups)

This is where it gets to be a bit in the weeds, but there are hybrid solutions. The best one at the moment is called isomorphic.

In this model, we’re asking the client to load the first request on their server, and then any future requests are made client-side.

So Googlebot comes to the page, the client’s server has already executed the initial JavaScript needed for the page, sends the rendered HTML down to the browser, and anything after that is done on the client-side.

If you’re looking to recommend this as a solution, please read this post from the AirBNB team which covers isomorphic setups in detail.

AJAX crawling = no go

I won’t go into details on this, but just know that Google’s previous AJAX crawling solution for JavaScript has since been discontinued and will eventually not work. We shouldn’t be recommending this method.

(However, I am interested to hear any case studies from anyone who has implemented this solution recently. How has Google responded? Also, here’s a great write-up on this from my colleague Rob.)

Summary

At the risk of severely oversimplifying, here’s what you need to do in order to start working with JavaScript and SEO in 2018:

  1. Know when/where your client’s domain uses client-side JavaScript to load in on-page content or links.
    1. Ask the developers.
    2. Turn off JavaScript and do some manual testing by page template.
    3. Crawl using a JavaScript crawler.
  2. Check to see if GoogleBot is seeing content the way we intend it to.
    1. Google’s mobile friendliness checker.
    2. Doing a site:search for visible content on the page.
    3. Crawl using a JavaScript crawler.
  3. Give an ideal recommendation to client.
    1. Server-side rendering.
    2. Hybrid solutions (isomorphic).
    3. Not AJAX crawling.

Further resources

I’m really interested to hear about any of your experiences with JavaScript and SEO. What are some examples of things that have worked well for you? What about things that haven’t worked so well? If you’ve implemented an isomorphic setup, I’m curious to hear how that’s impacted how Googlebot sees your site.

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!


Moz Blog

Posted in IM NewsComments Off

Trust Your Data: How to Efficiently Filter Spam, Bots, & Other Junk Traffic in Google Analytics

Posted by Carlosesal

There is no doubt that Google Analytics is one of the most important tools you could use to understand your users’ behavior and measure the performance of your site. There’s a reason it’s used by millions across the world.

But despite being such an essential part of the decision-making process for many businesses and blogs, I often find sites (of all sizes) that do little or no data filtering after installing the tracking code, which is a huge mistake.

Think of a Google Analytics property without filtered data as one of those styrofoam cakes with edible parts. It may seem genuine from the top, and it may even feel right when you cut a slice, but as you go deeper and deeper you find that much of it is artificial.

If you’re one of those that haven’t properly configured their Google Analytics and you only pay attention to the summary reports, you probably won’t notice that there’s all sorts of bogus information mixed in with your real user data.

And as a consequence, you won’t realize that your efforts are being wasted on analyzing data that doesn’t represent the actual performance of your site.

To make sure you’re getting only the real ingredients and prevent you from eating that slice of styrofoam, I’ll show you how to use the tools that GA provides to eliminate all the artificial excess that inflates your reports and corrupts your data.

Common Google Analytics threats

As most of the people I’ve worked with know, I’ve always been obsessed with the accuracy of data, mainly because as a marketer/analyst there’s nothing worse than realizing that you’ve made a wrong decision because your data wasn’t accurate. That’s why I’m continually exploring new ways of improving it.

As a result of that research, I wrote my first Moz post about the importance of filtering in Analytics, specifically about ghost spam, which was a significant problem at that time and still is (although to a lesser extent).

While the methods described there are still quite useful, I’ve since been researching solutions for other types of Google Analytics spam and a few other threats that might not be as annoying, but that are equally or even more harmful to your Analytics.

Let’s review, one by one.

Ghosts, crawlers, and other types of spam

The GA team has done a pretty good job handling ghost spam. The amount of it has been dramatically reduced over the last year, compared to the outbreak in 2015/2017.

However, the millions of current users and the thousands of new, unaware users that join every day, plus the majority’s curiosity to discover why someone is linking to their site, make Google Analytics too attractive a target for the spammers to just leave it alone.

The same logic can be applied to any widely used tool: no matter what security measures it has, there will always be people trying to abuse its reach for their own interest. Thus, it’s wise to add an extra security layer.

Take, for example, the most popular CMS: WordPress. Despite having some built-in security measures, if you don’t take additional steps to protect it (like setting a strong username and password or installing a security plugin), you run the risk of being hacked.

The same happens to Google Analytics, but instead of plugins, you use filters to protect it.

In which reports can you look for spam?

Spam traffic will usually show as a Referral, but it can appear in any part of your reports, even in unsuspecting places like a language or page title.

Sometimes spammers will try to fool by using misleading URLs that are very similar to known websites, or they may try to get your attention by using unusual characters and emojis in the source name.

Independently of the type of spam, there are 3 things you always should do when you think you found one in your reports:

  1. Never visit the suspicious URL. Most of the time they’ll try to sell you something or promote their service, but some spammers might have some malicious scripts on their site.
  2. This goes without saying, but never install scripts from unknown sites; if for some reason you did, remove it immediately and scan your site for malware.
  3. Filter out the spam in your Google Analytics to keep your data clean (more on that below).

If you’re not sure whether an entry on your report is real, try searching for the URL in quotes (“example.com”). Your browser won’t open the site, but instead will show you the search results; if it is spam, you’ll usually see posts or forums complaining about it.

If you still can’t find information about that particular entry, give me a shout — I might have some knowledge for you.

Bot traffic

A bot is a piece of software that runs automated scripts over the Internet for different purposes.

There are all kinds of bots. Some have good intentions, like the bots used to check copyrighted content or the ones that index your site for search engines, and others not so much, like the ones scraping your content to clone it.

2016 bot traffic report. Source: Incapsula

In either case, this type of traffic is not useful for your reporting and might be even more damaging than spam both because of the amount and because it’s harder to identify (and therefore to filter it out).

It’s worth mentioning that bots can be blocked from your server to stop them from accessing your site completely, but this usually involves editing sensible files that require high technical knowledge, and as I said before, there are good bots too.

So, unless you’re receiving a direct attack that’s skewing your resources, I recommend you just filter them in Google Analytics.

In which reports can you look for bot traffic?

Bots will usually show as Direct traffic in Google Analytics, so you’ll need to look for patterns in other dimensions to be able to filter it out. For example, large companies that use bots to navigate the Internet will usually have a unique service provider.

I’ll go into more detail on this below.

Internal traffic

Most users get worried and anxious about spam, which is normal — nobody likes weird URLs showing up in their reports. However, spam isn’t the biggest threat to your Google Analytics.

You are!

The traffic generated by people (and bots) working on the site is often overlooked despite the huge negative impact it has. The main reason it’s so damaging is that in contrast to spam, internal traffic is difficult to identify once it hits your Analytics, and it can easily get mixed in with your real user data.

There are different types of internal traffic and different ways of dealing with it.

Direct internal traffic

Testers, developers, marketing team, support, outsourcing… the list goes on. Any member of the team that visits the company website or blog for any purpose could be contributing.

In which reports can you look for direct internal traffic?

Unless your company uses a private ISP domain, this traffic is tough to identify once it hits you, and will usually show as Direct in Google Analytics.

Third-party sites/tools

This type of internal traffic includes traffic generated directly by you or your team when using tools to work on the site; for example, management tools like Trello or Asana,

It also considers traffic coming from bots doing automatic work for you; for example, services used to monitor the performance of your site, like Pingdom or GTmetrix.

Some types of tools you should consider:

  • Project management
  • Social media management
  • Performance/uptime monitoring services
  • SEO tools
In which reports can you look for internal third-party tools traffic?

This traffic will usually show as Referral in Google Analytics.

Development/staging environments

Some websites use a test environment to make changes before applying them to the main site. Normally, these staging environments have the same tracking code as the production site, so if you don’t filter it out, all the testing will be recorded in Google Analytics.

In which reports can you look for development/staging environments?

This traffic will usually show as Direct in Google Analytics, but you can find it under its own hostname (more on this later).

Web archive sites and cache services

Archive sites like the Wayback Machine offer historical views of websites. The reason you can see those visits on your Analytics — even if they are not hosted on your site — is that the tracking code was installed on your site when the Wayback Machine bot copied your content to its archive.

One thing is for certain: when someone goes to check how your site looked in 2015, they don’t have any intention of buying anything from your site — they’re simply doing it out of curiosity, so this traffic is not useful.

In which reports can you look for traffic from web archive sites and cache services?

You can also identify this traffic on the hostname report.

A basic understanding of filters

The solutions described below use Google Analytics filters, so to avoid problems and confusion, you’ll need some basic understanding of how they work and check some prerequisites.

Things to consider before using filters:

1. Create an unfiltered view.

Before you do anything, it’s highly recommendable to make an unfiltered view; it will help you track the efficacy of your filters. Plus, it works as a backup in case something goes wrong.

2. Make sure you have the correct permissions.

You will need edit permissions at the account level to create filters; edit permissions at view or property level won’t work.

3. Filters don’t work retroactively.

In GA, aggregated historical data can’t be deleted, at least not permanently. That’s why the sooner you apply the filters to your data, the better.

4. The changes made by filters are permanent!

If your filter is not correctly configured because you didn’t enter the correct expression (missing relevant entries, a typo, an extra space, etc.), you run the risk of losing valuable data FOREVER; there is no way of recovering filtered data.

But don’t worry — if you follow the recommendations below, you shouldn’t have a problem.

5. Wait for it.

Most of the time you can see the effect of the filter within minutes or even seconds after applying it; however, officially it can take up to twenty-four hours, so be patient.

Types of filters

There are two main types of filters: predefined and custom.

Predefined filters are very limited, so I rarely use them. I prefer to use the custom ones because they allow regular expressions, which makes them a lot more flexible.

Within the custom filters, there are five types: exclude, include, lowercase/uppercase, search and replace, and advanced.

Here we will use the first two: exclude and include. We’ll save the rest for another occasion.

Essentials of regular expressions

If you already know how to work with regular expressions, you can jump to the next section.

REGEX (short for regular expressions) are text strings prepared to match patterns with the use of some special characters. These characters help match multiple entries in a single filter.

Don’t worry if you don’t know anything about them. We will use only the basics, and for some filters, you will just have to COPY-PASTE the expressions I pre-built.

REGEX special characters

There are many special characters in REGEX, but for basic GA expressions we can focus on three:

  • ^ The caret: used to indicate the beginning of a pattern,
  • $ The dollar sign: used to indicate the end of a pattern,
  • | The pipe or bar: means “OR,” and it is used to indicate that you are starting a new pattern.

When using the pipe character, you should never ever:

  • Put it at the beginning of the expression,
  • Put it at the end of the expression,
  • Put 2 or more together.

Any of those will mess up your filter and probably your Analytics.

A simple example of REGEX usage

Let’s say I go to a restaurant that has an automatic machine that makes fruit salad, and to choose the fruit, you should use regular expressions.

This super machine has the following fruits to choose from: strawberry, orange, blueberry, apple, pineapple, and watermelon.

To make a salad with my favorite fruits (strawberry, blueberry, apple, and watermelon), I have to create a REGEX that matches all of them. Easy! Since the pipe character “|” means OR I could do this:

  • REGEX 1: strawberry|blueberry|apple|watermelon

The problem with that expression is that REGEX also considers partial matches, and since pineapple also contains “apple,” it would be selected as well… and I don’t like pineapple!

To avoid that, I can use the other two special characters I mentioned before to make an exact match for apple. The caret “^” (begins here) and the dollar sign “$ ” (ends here). It will look like this:

  • REGEX 2: strawberry|blueberry|^apple$ |watermelon

The expression will select precisely the fruits I want.

But let’s say for demonstration’s sake that the fewer characters you use, the cheaper the salad will be. To optimize the expression, I can use the ability for partial matches in REGEX.

Since strawberry and blueberry both contain “berry,” and no other fruit in the list does, I can rewrite my expression like this:

  • Optimized REGEX: berry|^apple$ |watermelon

That’s it — now I can get my fruit salad with the right ingredients, and at a lower price.

3 ways of testing your filter expression

As I mentioned before, filter changes are permanent, so you have to make sure your filters and REGEX are correct. There are 3 ways of testing them:

  • Right from the filter window; just click on “Verify this filter,” quick and easy. However, it’s not the most accurate since it only takes a small sample of data.

  • Using an online REGEX tester; very accurate and colorful, you can also learn a lot from these, since they show you exactly the matching parts and give you a brief explanation of why.

  • Using an in-table temporary filter in GA; you can test your filter against all your historical data. This is the most precise way of making sure you don’t miss anything.

If you’re doing a simple filter or you have plenty of experience, you can use the built-in filter verification. However, if you want to be 100% sure that your REGEX is ok, I recommend you build the expression on the online tester and then recheck it using an in-table filter.

Quick REGEX challenge

Here’s a small exercise to get you started. Go to this premade example with the optimized expression from the fruit salad case and test the first 2 REGEX I made. You’ll see live how the expressions impact the list.

Now make your own expression to pay as little as possible for the salad.

Remember:

  • We only want strawberry, blueberry, apple, and watermelon;
  • The fewer characters you use, the less you pay;
  • You can do small partial matches, as long as they don’t include the forbidden fruits.

Tip: You can do it with as few as 6 characters.

Now that you know the basics of REGEX, we can continue with the filters below. But I encourage you to put “learn more about REGEX” on your to-do list — they can be incredibly useful not only for GA, but for many tools that allow them.

How to create filters to stop spam, bots, and internal traffic in Google Analytics

Back to our main event: the filters!

Where to start: To avoid being repetitive when describing the filters below, here are the standard steps you need to follow to create them:

  1. Go to the admin section in your Google Analytics (the gear icon at the bottom left corner),
  2. Under the View column (master view), click the button “Filters” (don’t click on “All filters“ in the Account column):
  3. Click the red button “+Add Filter” (if you don’t see it or you can only apply/remove already created filters, then you don’t have edit permissions at the account level. Ask your admin to create them or give you the permissions.):
  4. Then follow the specific configuration for each of the filters below.

The filter window is your best partner for improving the quality of your Analytics data, so it will be a good idea to get familiar with it.

Valid hostname filter (ghost spam, dev environments)

Prevents traffic from:

  • Ghost spam
  • Development hostnames
  • Scraping sites
  • Cache and archive sites

This filter may be the single most effective solution against spam. In contrast with other commonly shared solutions, the hostname filter is preventative, and it rarely needs to be updated.

Ghost spam earns its name because it never really visits your site. It’s sent directly to the Google Analytics servers using a feature called Measurement Protocol, a tool that under normal circumstances allows tracking from devices that you wouldn’t imagine that could be traced, like coffee machines or refrigerators.

Real users pass through your server, then the data is sent to GA; hence it leaves valid information. Ghost spam is sent directly to GA servers, without knowing your site URL; therefore all data left is fake. Source: carloseo.com

The spammer abuses this feature to simulate visits to your site, most likely using automated scripts to send traffic to randomly generated tracking codes (UA-0000000-1).

Since these hits are random, the spammers don’t know who they’re hitting; for that reason ghost spam will always leave a fake or (not set) host. Using that logic, by creating a filter that only includes valid hostnames all ghost spam will be left out.

Where to find your hostnames

Now here comes the “tricky” part. To create this filter, you will need, to make a list of your valid hostnames.

A list of what!?

Essentially, a hostname is any place where your GA tracking code is present. You can get this information from the hostname report:

  • Go to Audience > Select Network > At the top of the table change the primary dimension to Hostname.

If your Analytics is active, you should see at least one: your domain name. If you see more, scan through them and make a list of all the ones that are valid for you.

Types of hostname you can find

The good ones:

Type

Example

Your domain and subdomains

yourdomain.com

Tools connected to your Analytics

YouTube, MailChimp

Payment gateways

Shopify, booking systems

Translation services

Google Translate

Mobile speed-up services

Google weblight

The bad ones (by bad, I mean not useful for your reports):

Type

Example/Description

Staging/development environments

staging.yourdomain.com

Internet archive sites

web.archive.org

Scraping sites that don’t bother to trim the content

The URL of the scraper

Spam

Most of the time they will show their URL, but sometimes they may use the name of a known website to try to fool you. If you see a URL that you don’t recognize, just think, “do I manage it?” If the answer is no, then it isn’t your hostname.

(not set) hostname

It usually comes from spam. On rare occasions it’s related to tracking code issues.

Below is an example of my hostname report. From the unfiltered view, of course, the master view is squeaky clean.

Now with the list of your good hostnames, make a regular expression. If you only have your domain, then that is your expression; if you have more, create an expression with all of them as we did in the fruit salad example:

Hostname REGEX (example)


yourdomain.com|hostname2|hostname3|hostname4

Important! You cannot create more than one “Include hostname filter”; if you do, you will exclude all data. So try to fit all your hostnames into one expression (you have 255 characters).

The “valid hostname filter” configuration:

  • Filter Name: Include valid hostnames
  • Filter Type: Custom > Include
  • Filter Field: Hostname
  • Filter Pattern: [hostname REGEX you created]

Campaign source filter (Crawler spam, internal sources)

Prevents traffic from:

  • Crawler spam
  • Internal third-party tools (Trello, Asana, Pingdom)

Important note: Even if these hits are shown as a referral, the field you should use in the filter is “Campaign source” — the field “Referral” won’t work.

Filter for crawler spam

The second most common type of spam is crawler. They also pretend to be a valid visit by leaving a fake source URL, but in contrast with ghost spam, these do access your site. Therefore, they leave a correct hostname.

You will need to create an expression the same way as the hostname filter, but this time, you will put together the source/URLs of the spammy traffic. The difference is that you can create multiple exclude filters.

Crawler REGEX (example)


spam1|spam2|spam3|spam4

Crawler REGEX (pre-built)


As I promised, here are latest pre-built crawler expressions that you just need to copy/paste.

The “crawler spam filter” configuration:

  • Filter Name: Exclude crawler spam 1
  • Filter Type: Custom > Exclude
  • Filter Field: Campaign source
  • Filter Pattern: [crawler REGEX]

Filter for internal third-party tools

Although you can combine your crawler spam filter with internal third-party tools, I like to have them separated, to keep them organized and more accessible for updates.

The “internal tools filter” configuration:

  • Filter Name: Exclude internal tool sources
  • Filter Pattern: [tool source REGEX]

Internal Tools REGEX (example)


trello|asana|redmine

In case, that one of the tools that you use internally also sends you traffic from real visitors, don’t filter it. Instead, use the “Exclude Internal URL Query” below.

For example, I use Trello, but since I share analytics guides on my site, some people link them from their Trello accounts.

Filters for language spam and other types of spam

The previous two filters will stop most of the spam; however, some spammers use different methods to bypass the previous solutions.

For example, they try to confuse you by showing one of your valid hostnames combined with a well-known source like Apple, Google, or Moz. Even my site has been a target (not saying that everyone knows my site; it just looks like the spammers don’t agree with my guides).

However, even if the source and host look fine, the spammer injects their message in another part of your reports like the keyword, page title, and even as a language.

In those cases, you will have to take the dimension/report where you find the spam and choose that name in the filter. It’s important to consider that the name of the report doesn’t always match the name in the filter field:

Report name

Filter field

Language

Language settings

Referral

Campaign source

Organic Keyword

Search term

Service Provider

ISP Organization

Network Domain

ISP Domain

Here are a couple of examples.

The “language spam/bot filter” configuration:

  • Filter Name: Exclude language spam
  • Filter Type: Custom > Exclude
  • Filter Field: Language settings
  • Filter Pattern: [Language REGEX]

Language Spam REGEX (Prebuilt)


\s[^\s]*\s|.{15,}|\.|,|^c$

The expression above excludes fake languages that don’t meet the required format. For example, take these weird messages appearing instead of regular languages like en-us or es-es:

Examples of language spam

The organic/keyword spam filter configuration:

  • Filter Name: Exclude organic spam
  • Filter Type: Custom > Exclude
  • Filter Field: Search term
  • Filter Pattern: [keyword REGEX]

Filters for direct bot traffic

Bot traffic is a little trickier to filter because it doesn’t leave a source like spam, but it can still be filtered with a bit of patience.

The first thing you should do is enable bot filtering. In my opinion, it should be enabled by default.

Go to the Admin section of your Analytics and click on View Settings. You will find the option “Exclude all hits from known bots and spiders” below the currency selector:

It would be wonderful if this would take care of every bot — a dream come true. However, there’s a catch: the key here is the word “known.” This option only takes care of known bots included in the “IAB known bots and spiders list.” That’s a good start, but far from enough.

There are a lot of “unknown” bots out there that are not included in that list, so you’ll have to play detective and search for patterns of direct bot traffic through different reports until you find something that can be safely filtered without risking your real user data.

To start your bot trail search, click on the Segment box at the top of any report, and select the “Direct traffic” segment.

Then navigate through different reports to see if you find anything suspicious.

Some reports to start with:

  • Service provider
  • Browser version
  • Network domain
  • Screen resolution
  • Flash version
  • Country/City

Signs of bot traffic

Although bots are hard to detect, there are some signals you can follow:

  • An unnatural increase of direct traffic
  • Old versions (browsers, OS, Flash)
  • They visit the home page only (usually represented by a slash “/” in GA)
  • Extreme metrics:
    • Bounce rate close to 100%,
    • Session time close to 0 seconds,
    • 1 page per session,
    • 100% new users.

Important! If you find traffic that checks off many of these signals, it is likely bot traffic. However, not all entries with these characteristics are bots, and not all bots match these patterns, so be cautious.

Perhaps the most useful report that has helped me identify bot traffic is the “Service Provider” report. Large corporations frequently use their own Internet service provider name.

I also have a pre-built expression for ISP bots, similar to the crawler expressions.

The bot ISP filter configuration:

  • Filter Name: Exclude bots by ISP
  • Filter Type: Custom > Exclude
  • Filter Field: ISP organization
  • Filter Pattern: [ISP provider REGEX]

ISP provider bots REGEX (prebuilt)


hubspot|^google\sllc$ |^google\sinc\.$ |alibaba\.com\sllc|ovh\shosting\sinc\.

Latest ISP bot expression

IP filter for internal traffic

We already covered different types of internal traffic, the one from test sites (with the hostname filter), and the one from third-party tools (with the campaign source filter).

Now it’s time to look at the most common and damaging of all: the traffic generated directly by you or any member of your team while working on any task for the site.

To deal with this, the standard solution is to create a filter that excludes the public IP (not private) of all locations used to work on the site.

Examples of places/people that should be filtered

  • Office
  • Support
  • Home
  • Developers
  • Hotel
  • Coffee shop
  • Bar
  • Mall
  • Any place that is regularly used to work on your site

To find the public IP of the location you are working at, simply search for “my IP” in Google. You will see one of these versions:

IP version

Example

Short IPv4

1.23.45.678

Long IPv6

2001:0db8:85a3:0000:0000:8a2e:0370:7334

No matter which version you see, make a list with the IP of each place and put them together with a REGEX, the same way we did with other filters.

  • IP address expression: IP1|IP2|IP3|IP4 and so on.

The static IP filter configuration:

  • Filter Name: Exclude internal traffic (IP)
  • Filter Type: Custom > Exclude
  • Filter Field: IP Address
  • Filter Pattern: [The IP expression]

Cases when this filter won’t be optimal:

There are some cases in which the IP filter won’t be as efficient as it used to be:

  • You use IP anonymization (required by the GDPR regulation). When you anonymize the IP in GA, the last part of the IP is changed to 0. This means that if you have 1.23.45.678, GA will pass it as 1.23.45.0, so you need to put it like that in your filter. The problem is that you might be excluding other IPs that are not yours.
  • Your Internet provider changes your IP frequently (Dynamic IP). This has become a common issue lately, especially if you have the long version (IPv6).
  • Your team works from multiple locations. The way of working is changing — now, not all companies operate from a central office. It’s often the case that some will work from home, others from the train, in a coffee shop, etc. You can still filter those places; however, maintaining the list of IPs to exclude can be a nightmare,
  • You or your team travel frequently. Similar to the previous scenario, if you or your team travels constantly, there’s no way you can keep up with the IP filters.

If you check one or more of these scenarios, then this filter is not optimal for you; I recommend you to try the “Advanced internal URL query filter” below.

URL query filter for internal traffic

If there are dozens or hundreds of employees in the company, it’s extremely difficult to exclude them when they’re traveling, accessing the site from their personal locations, or mobile networks.

Here’s where the URL query comes to the rescue. To use this filter you just need to add a query parameter. I add “?internal” to any link your team uses to access your site:

  • Internal newsletters
  • Management tools (Trello, Redmine)
  • Emails to colleagues
  • Also works by directly adding it in the browser address bar

Basic internal URL query filter

The basic version of this solution is to create a filter to exclude any URL that contains the query “?internal”.

  • Filter Name: Exclude Internal Traffic (URL Query)
  • Filter Type: Custom > Exclude
  • Filter Field: Request URI
  • Filter Pattern: \?internal

This solution is perfect for instances were the user will most likely stay on the landing page, for example, when sending a newsletter to all employees to check a new post.

If the user will likely visit more than the landing page, then the subsequent pages will be recorded.

Advanced internal URL query filter

This solution is the champion of all internal traffic filters!

It’s a more comprehensive version of the previous solution and works by filtering internal traffic dynamically using Google Tag Manager, a GA custom dimension, and cookies.

Although this solution is a bit more complicated to set up, once it’s in place:

  • It doesn’t need maintenance
  • Any team member can use it, no need to explain techy stuff
  • Can be used from any location
  • Can be used from any device, and any browser

To activate the filter, you just have to add the text “?internal” to any URL of the website.

That will insert a small cookie in the browser that will tell GA not to record the visits from that browser.

And the best of it is that the cookie will stay there for a year (unless it is manually removed), so the user doesn’t have to add “?internal” every time.

Bonus filter: Include only internal traffic

In some occasions, it’s interesting to know the traffic generated internally by employees — maybe because you want to measure the success of an internal campaign or just because you’re a curious person.

In that case, you should create an additional view, call it “Internal Traffic Only,” and use one of the internal filters above. Just one! Because if you have multiple include filters, the hit will need to match all of them to be counted.

If you configured the “Advanced internal URL query” filter, use that one. If not, choose one of the others.

The configuration is exactly the same — you only need to change “Exclude” for “Include.”

Cleaning historical data

The filters will prevent future hits from junk traffic.

But what about past affected data?

I know I told you that deleting aggregated historical data is not possible in GA. However, there’s still a way to temporarily clean up at least some of the nasty traffic that has already polluted your reports.

For this, we’ll use an advanced segment (a subset of your Analytics data). There are built-in segments like “Organic” or “Mobile,” but you can also build one using your own set of rules.

To clean our historical data, we will build a segment using all the expressions from the filters above as conditions (except the ones from the IP filter, because IPs are not stored in GA; hence, they can’t be segmented).

To help you get started, you can import this segment template.

You just need to follow the instructions on that page and replace the placeholders. Here is how it looks:

In the actual template, all text is black; the colors are just to help you visualize the conditions.

After importing it, to select the segment:

  1. Click on the box that says “All users” at the top of any of your reports
  2. From your list of segments, check the one that says “0. All Users – Clean”
  3. Lastly, uncheck the “All Users”

Now you can navigate through your reaports and all the junk traffic included in the segment will be removed.

A few things to consider when using this segment:

  • Segments have to be selected each time. A way of having it selected by default is by adding a bookmark when the segment is selected.
  • You can remove or add conditions if you need to.
  • You can edit the segment at any time to update it or add conditions (open the list of segments, then click “Actions” then “Edit”).

  • The hostname expression and third-party tools expression are different for each site.
  • If your site has a large volume of traffic, segments may sample your data when selected, so if you see the little shield icon at the top of your reports go yellow (normally is green), try choosing a shorter period (i.e. 1 year, 6 months, one month).

Conclusion: Which cake would you eat?

Having real and accurate data is essential for your Google Analytics to report as you would expect.

But if you haven’t filtered it properly, it’s almost certain that it will be filled with all sorts of junk and artificial information.

And the worst part is that if don’t realize that your reports contain bogus data, you will likely make wrong or poor decisions when deciding on the next steps for your site or business.

The filters I share above will help you prevent the three most harmful threats that are polluting your Google Analytics and don’t let you get a clear view of the actual performance of your site: spam, bots, and internal traffic.

Once these filters are in place, you can rest assured that your efforts (and money!) won’t be wasted on analyzing deceptive Google Analytics data, and your decisions will be based on solid information.

And the benefits don’t stop there. If you’re using other tools that import data from GA, for example, WordPress plugins like GADWP, excel add-ins like AnalyticsEdge, or SEO suites like Moz Pro, the benefits will trickle down to all of them as well.

Besides highlighting the importance of the filters in GA (which I hope I made clear by now), I would also love for the preparation of these filters to inspire the curiosity and basis to create others that will allow you to do all sorts of remarkable things with your data.

Remember, filters not only allow you to keep away junk, you can also use them to rearrange your real user information — but more on that on another occasion.


That’s it! I hope these tips help you make more sense of your data and make accurate decisions.

Have any questions, feedback, experiences? Let me know in the comments, or reach me on Twitter @carlosesal.

Complementary resources:

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!


Moz Blog

Posted in IM NewsComments Off

Looking Beyond Keywords: How to Drive Conversion with Visual Search & Search by Camera

Posted by Jes.Scholz

Let’s play a game. I’ll show you an image. You type in the keyword to find the exact product featured in the image online. Ready?

Google her sunglasses…

What did you type? Brown sunglasses? Brown sunglasses with heavy frame? Retro-look brown sunglasses with heavy frame? It doesn’t matter how long-tail you go, it will be difficult to find that exact pair, if not impossible. And you’re not alone.

For 74% of consumers, traditional text-based keyword searches are inefficient at helping find the right products online.

But much of your current search behavior is based on the false premise that you can describe things in words. In many situations, we can’t.

And this shows in the data. Sometimes we forget that Google Images accounts for 22.6% of all searches — searches where traditional methods of searching were not the best fit.

Image credit: Sparktoro

But I know what you’re thinking. Image SEO drives few to no sessions, let alone conversions. Why should I invest my limited resources into visual marketing?

Because humans are visual creatures. And now, so too are mobile phones — with big screens, multiple cameras, and strong depth perception.

Developments in computer vision have led to a visual marketing renaissance. Just look to visual search leader Pinterest, who reported that 55% of their users shop on the platform. How well do those users convert? Heap Analytics data shows that on shopping cart sizes under $ 199, image-based Pinterest Ads have an 8.5% conversion rate. To put that in context, that’s behind Google’s 12.3% but in front of Facebook’s 7.2%.

Not only can visual search drive significant conversions online. Image recognition is also driving the digitalization and monetization in the real world.

The rise of visual search in Google

Traditionally, image search functioned like this: Google took a text-based query and tried to find the best visual match based on metadata, markups, and surrounding copy.

But for many years now, the image itself can also act as the search query. Google can search for images with images. This is called visual search.

Google has been quietly adding advanced image recognition capabilities to mobile Google Images over the last years, with a focus on the fashion industry as a test case for commercial opportunities (although the functionality can be applied to automotive, travel, food, and many other industries). Plotting the updates, you can see clear stepping stone technologies building on the theme of visual search.

  • Related images (April 2013): Click on a result to view visually similar images. The first foray into visual search.
  • Collections (November 2015): Allows users to save images directly from Google’s mobile image search into folders. Google’s answer to a Pinterest board.
  • Product images in web results (October 2016): Product images begin to display next to website links in mobile search.
  • Product details on images (December 2016): Click on an image result to display product price, availability, ratings, and other key information directly in the image search results.
  • Similar items (April 2017): Google can identify products, even within lifestyle images, and showcases similar items you can buy online.
  • Style ideas (April 2017): The flip side to similar items. When browsing fashion product images on mobile, Google shows you outfit montages and inspirational lifestyle photos to highlight how the product can be worn in real life.
  • Image badges (August 2017): Label on the image indicate what other details are available, encouraging more users to click; for example, badges such as “recipe” or a timestamp for pages featuring videos. But the most significant badge is “product,” shown if the item is available for purchase online.
  • Image captions (March 2018): Display the title tag and domain underneath the image.

Combining these together, you can see powerful functionality. Google is making a play to turn Google Images into shoppable product discovery — trying to take a bite out of social discovery platforms and give consumers yet another reason to browse on Google, rather than your e-commerce website.

Image credit: Google

What’s more, Google is subtly leveraging the power of keyword search to enlighten users about these new features. According to 1st May MozCast, 18% of text-based Google searches have image blocks, which drive users into Google Images.

This fundamental change in Google Image search comes with a big SEO opportunity for early adopters. Not only for transactional queries, but higher up the funnel with informational queries as well.

kate-middleton-style.gif

Let’s say you sell designer fashion. You could not only rank #1 with your blog post on a informational query on “kate middleton style,” including an image on your article result to enhance the clickability of your SERP listing. You can rank again on page 1 within the image pack, then have your products featured in Similar Items — all of which drives more high-quality users to your site.

And the good news? This is super simple to implement.

How to drive organic sessions with visual search

The new visual search capabilities are all algorithmically selected based on a combination of schema and image recognition. Google told TechCrunch:

“The images that appear in both the style ideas and similar items grids are also algorithmically ranked, and will prioritize those that focus on a particular product type or that appear as a complete look and are from authoritative sites.”

This means on top of continuing to establish Domain Authority site-wide, you need images that are original, high resolution, and clearly focus on a single theme. But most importantly, you need images with perfectly implemented structured markup to rank in Google Images.

To rank your images, follow these four simple steps:

1. Implement schema markup

To be eligible for similar items, you need product markup on the host page that meets the minimum metadata requirements of:

  • Name
  • Image
  • Price
  • Currency
  • Availability

But the more quality detail, the better, as it will make your results more clickable.

2. Check your implementation

Validate your implementation by running a few URLs through Google’s Structured Data Testing Tool. But remember, just being valid is sometimes not enough. Be sure to look into the individual field result to ensure the data is correctly populating and user-friendly.

3. Get indexed

Be aware, it can take up to one week for your site’s images to be crawled. This will be helped along by submitting an image XML sitemap in Google Search Console.

4. Look to Google Images on mobile

Check your implementation by doing a site:yourdomain.cctld query on mobile in Google Images.

If you see no image results badges, you likely have an implementation issue. Go back to step 2. If you see badges, click a couple to ensure they show your ideal markup in the details.

Once you confirm all is well, then you can begin to search for your targeted keywords to see how and where you rank.

Like all schema markup, how items display in search results is at Google’s discretion and not guaranteed. However, quality markup will increase the chance of your images showing up.

It’s not always about Google

Visual search is not limited to Google. And no, I’m not talking about just Bing. Visual search is also creating opportunities to be found and drive conversion on social networks, such as Pinterest. Both brands allow you to select objects within images to narrow down your visual search query.

Image credit: MarTech Today

On top of this, we also have shoppable visual content on the rise, bridging the gap between browsing and buying. Although at present, this is more often driven by data feeds and tagging more so than computer vision. For example:

  • Brahmin offers shoppable catalogs
  • Topshop features user-generated shoppable galleries
  • Net-a-Porter’s online magazine features shoppable article
  • Ted Baker’s campaigns with shoppable videos
  • Instagram & Pinterest both monetize with shoppable social media posts

Such formats reduce the number of steps users need to take from content to conversion. And more importantly for SEOs, they exclude the need for keyword search.

I see a pair of sunglasses on Instagram. I don’t need to Google the name, then click on the product page and then convert. I use the image as my search query, and I convert. One click. No keywords.

…But what if I see those sunglasses offline?

Digitize the world with camera-based search

The current paradigm for SEOs is that we wait for a keyword search to occur, and then compete. Not only for organic rankings, but also for attention versus paid ads and other rich features.

With computer vision, you can cut the keyword search out of the customer journey. By entering the funnel before the keyword search occurs, you can effectively exclude your competitors.

Who cares if your competitor has the #1 organic spot on Google, or if they have more budget for Adwords, or a stronger core value proposition messaging, if consumers never see it?

Consumers can skip straight from desire to conversion by taking a photo with their smartphone.

Brands taking search by camera mainstream

Search by camera is well known thanks to Pinterest Lens. Built into the app, simply point your camera phone at a product discovered offline for online recommendations of similar items.

If you point Lens at a pair of red sneakers, it will find you visually similar sneakers as well as idea on how to style it.

Image credit: Pinterest

But camera search is not limited to only e-commerce or fashion applications.

Say you take a photo of strawberries. Pinterest understand you’re not looking for more pictures of strawberries, but for inspiration, so you’ll see recipe ideas.

The problem? For you, or your consumers, Pinterest is unlikely to be a day-to-day app. To be competitive against keyword search, search by camera needs to become part of your daily habit.

Samsung understands this, integrating search by camera into their digital personal assistant Bixby, with functionality backed by powerful partnerships.

  • Pinterest Lens powers its images search
  • Amazon powers its product search
  • Google translates text
  • Foursquare helps to find places nearby

Bixby failed to take the market by storm, and so is unlikely to be your go-to digital personal assistant. Yet with the popularity of search by camera, it’s no surprise that Google has recently launched their own version of Lens in Google Assistant.

Search engines, social networks, and e-commerce giants are all investing in search by camera…

…because of impressive impacts on KPIs. BloomReach reported that e-commerce websites reached by search by camera resulted in:

  • 48% more product views
  • 75% greater likelihood to return
  • 51% higher time on site
  • 9% higher average order value

Camera search has become mainstream. So what’s your next step?

How to leverage computer vision for your brand

As a marketer, your job is to find the right use case for your brand, that perfect point where either visual search or search by camera can reduce friction in conversion flows.

Many case studies are centered around snap-to-shop. See an item you like in a friend’s home, at the office, or walking past you on the street? Computer vision takes you directly from picture to purchase.

But the applications of image recognition are only limited by your vision. Think bigger.

Branded billboards, magazines ads, product packaging, even your brick-and-mortar storefront displays all become directly actionable. Digitalization with snap-to-act via a camera phone offers more opportunities than QR codes on steroids.

If you run a marketplace website, you can use computer vision to classify products: Say a user wants to list a pair of shoes for sale. They simply snap a photo of the item. With that photo, you can automatically populate the fields for brand, color, category, subcategory, materials, etc., reducing the number of form fields to what is unique about this item, such as the price.

A travel company can offer snap-for-info on historical attractions, a museum on artworks, a healthy living app on calories in your lunch.

What about local SEO? Not only could computer vision show the rating or menu of your restaurant before the user walks inside, but you could put up a bus stop ad calling for hungry travelers to take a photo. The image triggers Google Maps, showing public transport directions to your restaurant. You can take the customer journey, quite literally. Tell them where to get off the bus.

And to build such functionality is relatively easy, because you don’t need to reinvent the wheel. There are many open-source image recognition APIs to help you leverage pre-trained image classifiers, or from which you can train your own:

  • Google Cloud Vision
  • Amazon Rekognition
  • IBM Watson
  • Salesforce Einstein
  • Slyce
  • Clarifai

Let’s make this actionable. You now know computer vision can greatly improve your user experience, conversion rate and sessions. To leverage this, you need to:

  1. Make your brand visual interactive through image recognition features
  2. Understand how consumers visually search for your products
  3. Optimize your content so it’s geared towards visual technology

Visual search is permeating online and camera search is becoming commonplace offline. Now is the time to outshine your competitors. Now is the time to understand the foundations of visual marketing. Both of these technologies are stepping stones that will lead the way to an augmented reality future.

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!


Moz Blog

Posted in IM NewsComments Off

Advert