Tag Archive | "Diagnose"

App Store SEO: How to Diagnose a Drop in Traffic & Win It Back

Posted by Joel.Mesherghi

For some organizations, mobile apps can be an important means to capturing new leads and customers, so it can be alarming when you notice your app visits are declining.

However, while there is content on how to optimize your app, otherwise known as ASO (App Store Optimization), there is little information out there on the steps required to diagnose a drop in app visits.

Although there are overlaps with traditional search, there are unique factors that play a role in app store visibility.

The aim of this blog is to give you a solid foundation when trying to investigate a drop in app store visits and then we’ll go through some quick fire opportunities to win that traffic back.

We’ll go through the process of investigating why your app traffic declined, including:

  1. Identifying potential external factors
  2. Identifying the type of keywords that dropped in visits
  3. Analyzing app user engagement metrics

And we’ll go through some ways to help you win traffic back including:

  1. Spying on your competitors
  2. Optimizing your store listing
  3. Investing in localisation

Investigating why your app traffic declined

Step 1. Identify potential external factors

Some industries/businesses will have certain periods of the year where traffic may drop due to external factors, such as seasonality.

Before you begin investigating a traffic drop further:

  • Talk to your point of contact and ask whether seasonality impacts their business, or whether there are general industry trends at play. For example, aggregator sites like SkyScanner may see a drop in app visits after the busy period at the start of the year.
  • Identify whether app installs actually dropped. If they didn’t, then you probably don’t need to worry about a drop in traffic too much and it could be Google’s and Apple’s algorithms better aligning the intent of search terms.

Step 2. Identify the type of keywords that dropped in visits

Like traditional search, identifying the type of keywords (branded and non-branded), as well as the individual keywords that saw the biggest drop in app store visits, will provide much needed context and help shape the direction of your investigation. For instance:

If branded terms saw the biggest drop-off in visits this could suggest:

  1. There has been a decrease in the amount of advertising spend that builds brand/product awareness
  2. Competitors are bidding on your branded terms
  3. The app name/brand has changed and hasn’t been able to mop up all previous branded traffic

If non-branded terms saw the biggest drop off in visits this could suggest:

  1. You’ve made recent optimisation changes that have had a negative impact
  2. User engagement signals, such as app crashes, or app reviews have changed for the worse
  3. Your competition have better optimised their app and/or provide a better user experience (particularly relevant if an app receives a majority of its traffic from a small set of keywords)
  4. Your app has been hit by an algorithm update

If both branded and non-branded terms saw the biggest drop off in visits this could suggest:

  1. You’ve violated Google’s policies on promoting your app.
  2. There are external factors at play

To get data for your Android app

To get data for your Android app, sign into your Google Play Console account.

Google Play Console provides a wealth of data on the performance of your android app, with particularly useful insights on user engagement metrics that influence app store ranking (more on these later).

However, keyword specific data will be limited. Google Play Console will show you the individual keywords that delivered the most downloads for your app, but the majority of keyword visits will likely be unclassified: mid to long-tail keywords that generate downloads, but don’t generate enough downloads to appear as isolated keywords. These keywords will be classified as “other”.

Your chart might look like the below. Repeat the same process for branded terms.


Above: Graph of a client’s non-branded Google Play Store app visits. The number of visits are factual, but the keywords driving visits have been changed to keep anonymity.

To get data for your IOS app

To get data on the performance of your IOS app, Apple have App Store Connect. Like Google Play Console, you’ll be able to get your hands on user engagement metrics that can influence the ranking of your app.

However, keyword data is even scarcer than Google Play Console. You’ll only be able to see the total number of impressions your app’s icon has received on the App Store. If you’ve seen a drop in visits for both your Android and IOS app, then you could use Google Play Console data as a proxy for keyword performance.

If you use an app rank tracking tool, such as TheTool, you can somewhat plug gaps in knowledge for the keywords that are potentially driving visits to your app.

Step 3. Analyze app user engagement metrics

User engagement metrics that underpin a good user experience have a strong influence on how your app ranks and both Apple and Google are open about this.

Google states that user engagement metrics like app crashes, ANR rates (application not responding) and poor reviews can limit exposure opportunities on Google Play.

While Apple isn’t quite as forthcoming as Google when it comes to providing information on engagement metrics, they do state that app ratings and reviews can influence app store visibility.

Ultimately, Apple wants to ensure IOS apps provide a good user experience, so it’s likely they use a range of additional user engagement metrics to rank an app in the App Store.

As part of your investigation, you should look into how the below user engagement metrics may have changed around the time period you saw a drop in visits to your app.

  • App rating
  • Number of ratings (newer/fresh ratings will be weighted more for Google)
  • Number of downloads
  • Installs vs uninstalls
  • App crashes and application not responding

You’ll be able to get data for the above metrics in Google Play Console and App Store Connect, or you may have access to this data internally.

Even if your analysis doesn’t reveal insights, metrics like app rating influences conversion and where your app ranks in the app pack SERP feature, so it’s well worth investing time in developing a strategy to improve these metrics.

One simple tactic could be to ensure you respond to negative reviews and reviews with questions. In fact, users increase their rating by +0.7 stars on average after receiving a reply.

Apple offers a few tips on asking for ratings and reviews for IOS app.

Help win your app traffic back

Step 1. Spy on your competitors

Find out who’s ranking

When trying to identify opportunities to improve app store visibility, I always like to compare the top 5 ranking competitor apps for some priority non-branded keywords.

All you need to do is search for these keywords in Google Play and the App Store and grab the publicly available ranking factors from each app listing. You should have something like the below.

Brand

Title

Title Character length

Rating

Number of reviews

Number of installs

Description character length

COMPETITOR 1

[Competitor title]

50

4.8

2,848

50,000+

3,953

COMPETITOR 2

[Competitor title]

28

4.0

3,080

500,000+

2,441

COMPETITOR 3

[Competitor title]

16

4.0

2566

100,000+

2,059

YOUR BRAND

​[Your brands title]

37

4.3

2,367

100,000+

3,951

COMPETITOR 4

[Competitor title]

7

4.1

1,140

100,000+

1,142

COMPETITOR 5

[Competitor title]

24

4.5

567

50,000+

2,647

     Above: anonymized table of a client’s Google Play competitors

From this, you may get some indications as to why an app ranks above you. For instance, we see “Competitor 1” not only has the best app rating, but has the longest title and description. Perhaps they better optimized their title and description?

We can also see that competitors that rank above us generally have a larger number of total reviews and installs, which aligns with both Google’s and Apple’s statements about the importance of user engagement metrics.

With the above comparison information, you can dig a little deeper, which leads us on nicely to the next section.

Optimize your app text fields

Keywords you add to text fields can have a significant impact on app store discoverability.

As part of your analysis, you should look into how your keyword optimization differs from competitors and identify any opportunities.

For Google Play, adding keywords to the below text fields can influence rankings:

  • Keywords in the app title (50 characters)
  • Keywords in the app description (4,000 characters)
  • Keywords in short description (80 characters)
  • Keywords in URL
  • Keywords in your app name

When it comes to the App Store, adding keywords to the below text fields can influence rankings:

  • Keywords in the app title (30 characters)
  • Using the 100 character keywords field (a dedicated 100-character field to place keywords you want to rank for)
  • Keywords in your app name

To better understand how your optimisation tactics hold up, I recommended comparing your app text fields to competitors.

For example, if I want to know the frequency of mentioned keywords in their app descriptions on Google Play (keywords in the description field are a ranking factor) than I’d create a table like the one below.

Keyword

COMPETITOR 1

COMPETITOR 2

COMPETITOR 3

YOUR BRAND

COMPETITOR 4

COMPETITOR 5

job

32

9

5

40

3

2

job search

12

4

10

9

10

8

employment

2

0

0

5

0

3

job tracking

2

0

0

4

0

0

employment app

7

2

0

4

2

1

employment search

4

1

1

5

0

0

job tracker

3

0

0

1

0

0

recruiter

2

0

0

1

0

0

     Above: anonymized table of a client’s Google Play competitors

From the above table, I can see that the number 1 ranking competitor (competitor 1) has more mentions of “job search” and “employment app” than I do.

Whilst there are many factors that decide the position at which an app ranks, I could deduce that I need to increase the frequency of said keywords in my Google Play app description to help improve ranking.

Be careful though: writing unnatural, keyword stuffed descriptions and titles will likely have an adverse effect.

Remember, as well as being optimized for machines, text fields like your app title and description are meant to be a compelling “advertisement” of your app for users..

I’d repeat this process for other text fields to uncover other keyword insights.

Step 2. Optimize your store listing

Your store listing in the home of your app on Google Play. It’s where users can learn about your app, read reviews and more. And surprisingly, not all apps take full advantage of developing an immersive store listing experience.

Whilst Google doesn’t seem to directly state that fully utilizing the majority of store listing features directly impacts your apps discoverability, it’s fair to speculate that there may be some ranking consideration behind this.

At the very least, investing in your store listing could improve conversion and you can even run A/B tests to measure the impact of your changes.

You can improve the overall user experience and content found in the store listing by adding video trailers of your app, quality creative assets, your apps icon (you’ll want to make your icon stand out amongst a sea of other app icons) and more.

You can read Google’s best practice guide on creating a compelling Google Play store listing to learn more.

Step 3. Invest in localization

The saying goes “think global, act local” and this is certainly true of apps.

Previous studies have revealed that 72.4% of global consumers preferred to use their native language when shopping online and that 56.2% of consumers said that the ability to obtain information in their own language is more important than price.

It makes logical sense. The better you can personalize your product for your audience, the better your results will be, so go the extra mile and localize your Google Play and App Store listings.

Google has a handy checklist for localization on Google Play and Apple has a comprehensive resource on internationalizing your app on the App Store.

Wrap up

A drop in visits of any kind causes alarm and panic. Hopefully this blog gives you a good starting point if you ever need to investigate why an apps traffic has dropped as well as providing some quick fire opportunities to win it back.

If you’re interested in further reading on ASO, I recommend reading App Radar’s and TheTool’s guides to ASO, as well as app search discoverability tips from Google and Apple themselves.

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How to Diagnose and Solve JavaScript SEO Issues in 6 Steps

Posted by tomek_rudzki

It’s rather common for companies to build their websites using modern JavaScript frameworks and libraries like React, Angular, or Vue. It’s obvious by now that the web has moved away from plain HTML and has entered the era of JS.

While there is nothing unusual with a business willing to take advantage of the latest technologies, we need to address the stark reality of this trend: Most of the migrations to JavaScript frameworks aren’t being planned with users or organic traffic in mind.

Let’s call it the JavaScript Paradox:

  1. The big brands jump on the JavaScript hype train after hearing all the buzz about JavaScript frameworks creating amazing UXs.
  2. Reality reveals that JavaScript frameworks are really complex.
  3. The big brands completely butcher the migrations to JavaScript. They lose organic traffic and often have to cut corners rather than creating this amazing UX journey for their users (I will mention some examples in this article).

Since there’s no turning back, SEOs need to learn how to deal with JavaScript websites.

But that’s easier said than done because making JavaScript websites successful in search engines is a real challenge both for developers and SEOs.

This article is meant to be a follow-up to my comprehensive Ultimate Guide to JavaScript SEO, and it’s intended to be as easy to follow as possible. So, grab yourself a cup of coffee and let’s have some fun — here are six steps to help you diagnose and solve JavaScript SEO issues.

Step 1: Use the URL inspection tool to see if Google can render your content

The URL inspection tool (formerly Google Fetch and Render) is a great free tool that allows you to check if Google can properly render your pages.

The URL inspection tool requires you to have your website connected to Google Search Console. If you don’t have an account yet, check Google’s Help pages.

Open Google Search Console, then click on the URL inspection button.


In the URL form field, type the full URL of a page you want to audit.

Then click on TEST LIVE URL.

Once the test is done, click on VIEW TESTED PAGE.

And finally, click on the Screenshot tab to view the rendered page.

Scroll down the screenshot to make sure your web page is rendered properly. Ask yourself the following questions:

  • Is the main content visible?
  • Can Google see the user-generated comments?
  • Can Google access areas like similar articles and products?
  • Can Google see other crucial elements of your page?

Why does the screenshot look different than what I see in my browser? Here are some possible reasons:

  • Google encountered timeouts while rendering.
  • Some errors occurred while rendering. You probably used some features that are not supported by Google Web Rendering Service (Google uses the four-year-old Chrome 41 for web rendering, which doesn’t support many modern features).
  • You blocked crucial JavaScript files for Googlebot.

Step 2: Make sure you didn’t block JavaScript files by mistake

If Google cannot render your page properly, you should make sure you didn’t block important JavaScript files for Googlebot in robots.txt

TL;DR: What is robots.txt?

It’s a plain text file that instructs Googlebot or any other search engine bot if they are allowed to request a page/resource.

Fortunately, the URL Inspection tool points out all the resources of a rendered page that are blocked by robots.txt.

But how can you tell if a blocked resource is important from the rendering point of view?

You have two options: Basic and Advanced.

Basic

In most cases, it may be a good idea to simply ask your developers about it. They created your website, so they should know it well.

Obviously, if the name of a script is called content.js or productListing.js, it’s probably relevant and shouldn’t be blocked.

Unfortunately, as for now, URL Inspection doesn’t inform you about the severity of a blocked JS file. The previous Google Fetch and Render had such an option:

Advanced

Now, we can use Chrome Developer Tools for that.

For educational purposes, we will be checking the following URL: http://botbenchmarking.com/youshallnotpass.html

Open the page in the most recent version of Chrome and go to Chrome Developers Tools. Then move to the Network tab and refresh the page.

Finally, select the desired resource (in our case it’s YouShallNotPass.js), right-click, and choose Block request URL.

Refresh the page and see if any important content disappeared. If so, then you should think about deleting the corresponding rule from your robots.txt file.

Step 3: Use the URL Inspection tool for fixing JavaScript errors

If you see Google Fetch and Render isn’t rendering your page properly, it may be due to the JavaScript errors that occurred while rendering.

To diagnose it, in the URL Inspection tool click on the More info tab.

Then, show these errors to your developers to let them fix it.

Just ONE error in the JavaScript code can stop rendering for Google, which in turn makes your website not indexable.

Your website may work fine in most recent browsers, but if it crashes in older browsers (Google Web Rendering Service is based on Chrome 41), your Google rankings may drop.

Need some examples?

  • A single error in the official Angular documentation caused Google to be unable to render our test Angular website.
  • Once upon a time, Google deindexed some pages of Angular.io, an official website of Angular 2+.

If you want to know why it happened, read my Ultimate Guide to JavaScript SEO.

Side note: If for some reason you don’t want to use the URL Inspection tool for debugging JavaScript errors, you can use Chrome 41 instead.

Personally, I prefer using Chrome 41 for debugging purposes, because it’s more universal and offers more flexibility. However, the URL Inspection tool is more accurate in simulating the Google Web Rendering Service, which is why I recommend that for people who are new to JavaScript SEO.

Step 4: Check if your content has been indexed in Google

It’s not enough to just see if Google can render your website properly. You have to make sure Google has properly indexed your content. The best option for this is to use the site: command.

It’s a very simple and very powerful tool. Its syntax is pretty straightforward: site:[URL of a website] “[fragment to be searched]”. Just take caution that you didn’t put the space between site: and the URL.

Let’s assume you want to check if Google indexed the following text “Develop across all platforms” which is featured on the homepage of Angular.io.

Type the following command in Google: site:angular.io “DEVELOP ACROSS ALL PLATFORMS”

As you can see, Google indexed that content, which is what you want, but that’s not always the case.

Takeaway:

  • Use the site: command whenever possible.
  • Check different page templates to make sure your entire website works fine. Don’t stop at one page!

If you’re fine, go to the next step. If that’s not the case, there may be a couple of reasons why this is happening:

  • Google still didn’t render your content. It should happen up to a few days/weeks after Google visited the URL. If the characteristics of your website require your content to be indexed as fast as possible, implement SSR.
  • Google encountered timeouts while rendering a page. Are your scripts fast? Do they remain responsive when the server load is high?
  • Google is still requesting old JS files. Well, Google tries to cache a lot to save their computing power. So, CSS and JS files may be cached aggressively. If you can see that you fixed all the JavaScript errors and Google still cannot render your website properly, it may be because Google uses old, cached JS and CSS files. To work around it, you can embed a version number in the filename, for example, name it bundle3424323.js. You can read more in Google Guides on HTTP Caching.
  • While indexing, Google may not fetch some resources if it decides that they don’t contribute to the essential page content.

Step 5: Make sure Google can discover your internal links

There are a few simple rules you should follow:

  1. Google needs proper <a href> links to discover the URLs on your website.
  2. If your links are added to the DOM only when somebody clicks on a button, Google won’t see it.

As simple as that is, plenty of big companies make these mistakes.

Proper link structure

Googlebot, in order to crawl a website, needs to have traditional “href” links. If it’s not provided, many of your webpages will simply be unreachable for Googlebot!

I think it was explained well by Tom Greenway (a Google representative) during the Google I/O conference:

Please note: if you have proper <a href> links, with some additional parameters, like onClick, data-url, ng-href, that’s still fine for Google.

A common mistake made by developers: Googlebot can’t access the second and subsequent pages of pagination

Not letting Googlebot discover pages from the second page of pagination and beyond is a common mistake that developers make.

When you open the mobile versions for Gearbest, Aliexpress and IKEA, you will quickly notice that, in fact, they don’t let Googlebot see the pagination links, which is really weird. When Google enables mobile-first indexing for these websites, these websites will suffer.

How do you check it on your own?

If you haven’t already downloaded Chrome 41, get it from Ele.ph/chrome41.

Then navigate to any page. For the sake of the tutorial, I’m using the mobile version of AliExpress.com. For educational purposes, it’s good if you follow the same example.

Open the mobile version of the Mobile Phones category of Aliexpress.

Then, right-click on View More and select the inspect button to see how it’s implemented.

As you can see, there are no <a href>, nor <link rel> links pointing to the second page of pagination.

There are over 2,000 products in the mobile phone category on Aliexpress.com. Since mobile Googlebot is able to access only 20 of them, that’s just 1 percent!

That means 99 percent of the products from that category are invisible for mobile Googlebot! That’s crazy!

These errors are caused by the wrong implementation of lazy loading. There are many other websites that make similar mistakes. You can read more in my article “Popular Websites that May Fail in Mobile First Indexing”.

TL;DR: using link rel=”next” alone is too weak a signal for Google

Note: it’s common to use “link rel=”next’ to indicate pagination series. However, the discoveries from Kyle Blanchette seem to show that “link rel=”next” alone is too weak a signal for Google and should be strengthened by the traditional <a href> links.

John Mueller discussed this more:

“We can understand which pages belong together with rel next, rel=”previous”, but if there are no links on the page at all, then it’s really hard for us to crawl from page to page. (…) So using the rel=”next” rel=”previous” in the head of a page is a great idea to tell us how these pages are connected, but you really need to have on-page, normal HTML links.

Don’t get me wrong — there is nothing wrong with using <link rel=”next”>. On the contrary, they are beneficial, but it’s good to combine these tags with traditional <a href> links.

Checking if Google can see menu links

Another important step in auditing a JavaScript website is to make sure Google can see your menu links. To check this, use Chrome 41.

For the purpose of the tutorial, we will use the case of Target.com:

To start, open any browser and pick some links from the menu:

Next, open Chrome 41. In the Chrome Developer Tools (click Ctrl + Shift + J),  navigate to the elements tab.

The results? Fortunately enough, Google can pick up the menu links of Target.com.

Now, check if Google can pick up the menu links on your website and see if you’re on target too.

Step 6: Checking if Google can discover content hidden under tabs

I have often observed that in the case of many e-commerce stores, Google cannot discover and index their content that is hidden under tabs (product descriptions, opinions, related products, etc). I know it’s weird, but it’s so common.

It’s a crucial part of every SEO audit to make sure Google can see content hidden under tabs.

Open Chrome 41 and navigate to any product on Boohoo.com; for instance, Muscle Fit Vest.

Click on Details & Care to see the product description:

“DETAILS & CARE

94% Cotton 6% Elastane. Muscle Fit Vest. Model is 6’1″ and Wears UK Size M.“

Now, it’s time to check if it’s in the DOM. To do so, go to Chrome Developers Tools (Ctrl + Shift + J) and click on the Network tab.

Make sure the disable cache option is enabled.

Click F5 to refresh the page. Once refreshed, navigate to the Elements tab and search for a product description:

As you can see, in the case of boohoo.com, Google is able to see the product description.

Perfect! Now take the time and check if your website is fine.

Wrapping up

Obviously, JavaScript SEO is a pretty complex subject, but I hope this tutorial was helpful.

If you are still struggling with Google ranking, you might want to think about implementing dynamic rendering or hybrid rendering. And, of course, feel free to reach out to me on Twitter about this or other SEO needs.

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How to Diagnose Your SEO Client’s Search Maturity

Posted by HeatherPhysioc

One of the biggest mistakes I see (and am guilty of making) is assuming a client is knowledgeable, bought-in, and motivated to execute search work simply because they agreed to pay us to do it. We start trucking full-speed ahead, dumping recommendations in their laps, and are surprised when the work doesn’t get implemented.

We put the cart before the horse. It’s easy to forget that clients start at different points of maturity and knowledge levels about search, and even clients with advanced knowledge may have organizational challenges that create barriers to implementing the work. Identifying where your client falls on a maturity curve can help you better tailor communication and recommendations to meet them where they are, and increase the likelihood that your work will be implemented.

How mature is your client?

No, not emotional maturity. Search practice maturity. This article will present a search maturity model, and provide guidance on how to diagnose where your client falls on that maturity spectrum.

This is where maturity models can help. Originally developed for the Department of Defense, and later popularized by Six Sigma methodologies, maturity models are designed to measure the ability of an organization to continuously improve in a practice. They help you diagnose the current maturity of the business in a certain area, and help identify where to focus efforts to evolve to the next stage on the maturity curve. It’s a powerful tool for meeting the client where they are, and understanding how to move forward together with them.

There are a number of different maturity models you can research online that use different language, but most maturity models follow a pattern something like this:

  • Stage 1 – Ad Hoc & Developing
  • Stage 2 – Reactive & Repeatable
  • Stage 3 – Strategic & Defined
  • Stage 4 – Managed & Measured
  • Stage 5 – Efficient & Optimizing

For search, we can think about a maturity model two ways.

One is the actual technical implementation of search best practices — is the client implementing exceptional, advanced SEO, just the basics, nothing at all, or even operating counterproductively? This can help you figure out what kinds of projects make the most sense to activate.

The second way is the organizational maturity around search engine optimization as a marketing program. Is the client aligned to the importance of organic search, allocating budget and personnel appropriately, and systematically integrating search into marketing efforts? This can help you identify the most important institutional challenges to solve for that can otherwise block the implementation of your work.

Technical SEO capabilities maturity

First, let’s dive into a maturity model for search knowledge and capabilities.

SEO capabilities criteria

We measure an organization on several important criteria that contribute to the success of SEO:

  • Collaboration – how well relevant stakeholders integrate and collaborate to do the best work possible, including inside the organization, and between the organization and the service providers.
  • Mobility – how mobile-friendly and optimized the brand is.
  • Technical – how consistently foundational technical best practices are implemented and maintained.
  • Content – how integrated organic search is into the digital content marketing practice and process.
  • On-page – how limited or extensive on-page optimization is for the brand’s content.
  • Off-page – the breadth and depth of the brand’s off-site optimization, including link-building, local listings, social profiles and other non-site assets.
  • New technology -the appetite for and adoption of new technology that impacts search, such as voice search, AMP, even structured data.
  • Analytics – how data-centric the organization is, ranging from not managed and measured at all, to rearview mirror performance reporting, to entirely data-driven in search decision-making.

Search Capabilities Score Card

Click the image to see the full-size version.

SEO capabilities maturity stages

We assign each of the aforementioned criteria to one of these stages:

  • Stage 0 (Counterproductive) – The client is engaging in harmful or damaging SEO practices.
  • Stage 1 (Nonexistent) – There is no discernible SEO strategy or tactical implementation, and search is an all-new program for the client.
  • Stage 2 (Tactical) – The client may be doing some basic SEO best practices, but it tends to be ad hoc inclusion with little structure or pre-planning. The skills and the work meet minimum industry standards, but work is fairly basic and perhaps not cohesive.
  • Stage 3 (Strategic) – The client is aligned to the value of SEO, and makes an effort to dedicate resources to implementing best practices and staying current, as well as bake it into key initiatives. Search implementation is more cohesive and strategic.
  • Stage 4 (Practice) – Inclusion of SEO is an expectation for most of the client’s marketing initiatives, if not mandatory. They are not only implementing basic best practices but actively testing and iterating new techniques to improve their search presence. They use performance of past initiatives to drive next steps.
  • Stage 5 (Culture) – At this stage, clients are operating as if SEO is part of their marketing DNA. They have resources and processes in place, and they are knowledgeable and committed to learning more, their processes are continually reviewed and optimized, and their SEO program is evolving as the industry evolves. They are seeking cutting-edge new SEO opportunities to test.

Search Capabilities Maturity Model

Click the image to see the full-size version.

While this maturity model has been peer reviewed by a number of respected SEO peers in the industry (special thanks to Kim Jones at Seer Interactive, Stephanie Briggs at Briggsby, John Doherty at Credo, Dan Shure at Evolving SEO, and Blake Denman at Rickety Roo for your time and expertise), it is a fluid, living document designed to evolve as our industry does. If necessary, evolve this to your own reality as well.

You can download a Google Sheets copy of this maturity model here to begin using it with your client.

Download the maturity model

Why Stage 0?

In this search capabilities maturity model, I added an unconventional “Stage 0 – Counterproductive,” because organic search is unique in that they could do real damage and be at a deficit, not just at a baseline of zero.

In a scenario like this, the client has no collaboration inside the company or with the partner agency to do smart search work. Content may be thin, weak, duplicative, spun, or over-optimized. Perhaps their mobile experience is nonexistent or very poor. Maybe they’re even engaging in black hat SEO practices, and they have link-related or other penalties.

Choosing projects based on a client’s capabilities maturity

For a client that is starting on the lower end of the maturity scale, you may not recommend starting with advanced work like AMP and visual search technology, or even detailed Schema markup or extensive targeted link-building campaigns. You may have to start with the basics like securing the site, cleaning up information architecture, and fixing title tags and meta descriptions.

For a client that is starting on the higher end of the maturity scale, you wouldn’t want to waste their time recommending the basics — they’ve probably already done them. You’re better off finding new and innovative opportunities to do great search work they haven’t already mastered.

But we’re just getting started…

But technical capabilities and knowledge are only beginning to scratch the surface with clients. This starts to solve for what you should implement, but doesn’t touch why it’s so hard to get your work implemented. The real problems tend to be a lot squishier, and aren’t so simple as checking some SEO best practices boxes.

How mature is your client’s search practice?

The real challenges to implementation tend to be organizational, people, integration, and process problems. Conducting a search maturity assessment with your client can be eye-opening as to what needs to be solved internally before great search work can be implemented and start reaping the rewards. Pair this with the technical capabilities maturity model above, and you have a powerhouse of knowledge and tools to help your client.

Before we dig in, I want to note one important caveat: While this maturity model focuses heavily on organizational adoption and process, I don’t want to suggest that process and procedure are substitutes for using your actual brain. You still have to think critically and make hard choices when you execute a best-in-class search program, and often that requires solving all-new problems that didn’t exist before and therefore don’t have a formal process.

Search practice maturity criteria

We measure an organization on several important criteria that contribute to the success of SEO:

  • Process, policy, or procedure – Do documented, repeatable processes for inclusion of organic search exist, and are they continually improving? Is it an organizational policy to include organic search in marketing efforts? This can mean that the process of including organic search in marketing initiatives is defined as a clear series of actions or steps taken, including both developing organic search strategy and implementing SEO tactics.
  • Personnel resources & integration – Does the necessary talent exist at the organization or within the service provider’s scope? Personnel resources may include SEO professionals, as well as support staff such as developers, data analysts, and copywriters necessary to implement organic search successfully. Active resources may work independently in a disjointed manner or collaboratively in an integrated manner.
  • Knowledge & learning – Because search is a constantly evolving field, is the organization knowledgeable about search and committed to continuously learning? Information can include existing knowledge, past experience, or training in organic search strategy and tactics. It can also include a commitment to learning more, possibly through willingness to undertake trainings, attendance of conferences, regular consumption of learning materials, or staying current in industry news and trends.
  • Means, capacity, & capabilities – Does the organization budget appropriately for and prioritize the organic search program? Means, capacity and capabilities can include being scoped into a client contract, adequate budget being allocated to the work, adequate human resources being allocated to the work, the capacity to complete the work when measured against competing demands, and the prioritization of search work alongside competing demands.
  • Planning & preparation – Is organic search aligned to business goals, brand goals, and/or campaign goals? Is organic search proactively planned, reactive, or not included at all? This measure evaluates how frequently organic search efforts are included in marketing efforts for a brand. It also measures how frequently the work is included proactively and pre-planned, as opposed to reactively as an afterthought. Work may be aligned to or disconnected from the “big picture.”

Organizational search maturity

Click the image to see the full-size version.

Search practice stages of maturity

Stage 1 – Initial & ad hoc

At this stage, the organizations’ search application may be nonexistent, unstable, or uncontrolled. There may be rare and small SEO efforts, but they are entirely ad hoc and inconsistent, and retrofitted to the work after the fact, at best. They tend to lack any discernible goal orientation. If SEO exists, it is disconnected from larger goals, and not integrated with any other practices across the organization. They may be just beginning their search practice for the first time.

Stage 2 – Repeatable but reactive

These organizations are at least doing some search basics, though there is no rigorous use or enforcement of it. It is very reactive and in-the-moment while projects are being implemented; it is rarely pre-planned and often SEO is applied as an afterthought. They are executing only in the present or when it’s too late to do the highest caliber search work, but they are making an effort. SEO efforts may occasionally be going after goals, but it is unlikely to be tied to larger business goals. (Most of my client relationships have started here.)

Stage 3 – Defined & understood

These organizations have started to document their processes and are satisfactorily knowledgeable and competent in search. They have minimum standards for search best practices and process is emerging. Many people inside and outside the organization understand that search is important and are taking steps to integrate. There is a clear search strategy that aligns to organizational goals and processes. Proactive search preparation and planning happens prior to activating projects.

Stage 4 – Managed & capable

These organizations have proactive, predictable implementation of search work. They have quality-focused rules for products and processes, and can quickly detect and correct missteps. They have clearly defined processes for integration, implementation and oversight, but are flexible enough to adapt to a range of conditions without sacrificing quality. These organizations consider search part of their “way of life.”

Stage 5 – Efficient & optimizing

Organizations at this stage have a strong mastery of search and efficiently implementing as a matter of policy. They have cross-organizational integration and proactively work to strengthen their search performance. They are always improving the process through incremental or innovative change. They review and analyze their process and implementation to keep optimizing. These organizations could potentially be considered market-leading or innovative.

Scorecard exercise

Click the image to see the full-size version.

You are here

Before you can know how to get where you want to go, you need to know where you are. It’s important to understand where the organization stands, and then where they need to be in the future. Going through the quantitative exercise of diagnosing their maturity can help everyone align to where to start.

You can use these scorecards to assess factors like leadership alignment to the value of search, employee availability and involvement, knowledge and training, process and standardization, their culture (or lack thereof) of data-driven problem-solving and continuous improvement, and even budget.

A collaborative exercise

This should be a deeper exercise than just punching numbers into a spreadsheet, and it certainly shouldn’t be a one-sided assessment from you as an outsider. It is much more valuable to ask several relevant people at multiple levels across the client organization to participate in this exercise, and can become much richer if you take the time to talk to people at various points in the process.

How to use the scorecard & diagnose maturity

Once you download the scorecards, follow these steps to begin the maturity assessment process.

  1. Client-side distribution – Distribute surveys to relevant stakeholders on the client’s internal team. Ideally, these individuals serve at a variety of levels at the company and occupy a mix of roles relevant to the organic search practice. These could include CEO, CMO, Marketing VPs and directors, digital marketing coordinators, and in-house SEOs.
  2. Agency-side distribution – Distribute surveys to relevant stakeholders on the agency team. Ideally, these individuals serve at a variety of levels at the agency and occupy a mix of roles relevant to the organic search practice. These could include digital marketing coordinators, client engagement specialists, analysts, digital copywriters, or SEO practitioners.
  3. Assign a level of maturity to each criteria – Each survey participant can simply mark one “X” per category row in the column that most accurately reflects perception of the brand organization as it pertains to organic search. (For example, if the survey respondent feels that SEO process and procedure are non-existent based on the description, they can mark an “X” in the “Initial/Ad Hoc” column. Alternatively, if they feel they are extraordinarily advanced and efficient in their processes, they may mark the “X” in the “Efficient & Optimizing” column.)
  4. Collect the surveys – Assign a point value of 1, 2, 3, 4, or 5 to the responses from left to right in the scorecard. Average the points to get a final score for each. (For example, if five client stakeholders score their SEO process and procedure as 3, 4, 2, 3, 3 respectively, the average score is 3 for that criteria.)
  5. Comparing client to agency perception – You may also choose to ask survey respondents to denote whether they are client-side or agency-side so you can look at the data both in aggregate, and by client and agency separately, to determine if there is alignment or disagreement on where the brand falls on the maturity curve. This can be great material for discussion with the client that can open up conversations about why those differences in perception exist.

Screenshot of scorecard

To get your own scorecard, click the image and make a copy of the Google Sheet.

Choosing where to start

The goal is to identify together where to start working. This means finding the strengths to capitalize upon, areas of acceptability that can be nudged to a strength with a little work, weaknesses to improve upon, agreeing on areas to focus, and finally, how to get started tackling the first change together.

For a client that is starting on the low end of the maturity scale, it is unrealistic to expect that they have connected all the dots between important stakeholders, that they have a clearly defined and repeatable process, and that their search program is a well-oiled machine. If you don’t work together to solve the underlying problems like knowledge or adequate personnel resources first, you will struggle to get buy-in for the work or the resources to get it done, so it doesn’t matter what projects you recommend.

For a client that is advanced in a few areas, say process, planning, and capacity, but weaker in others like knowledge and capacity, that might suggest that you need to focus efforts on an education campaign to help the client prioritize the work and fit it into a busy queue.

For a client that is already advanced across the board, your role instead may be to keep the machine running while also helping them spot minor areas of improvement so they can keep iterating and perfecting the process. This client might also be ready for more advanced search strategies and tactical recommendations, or perhaps more robust integrations across additional disciplines.

One foot in front of the other

It’s rare that we live in a world of radical change where we overhaul everything en masse and see epic change overnight. We tweak, test, learn, and iterate. A maturity model is a continuum, and brands must evolve from one step to the next. Skipping levels is not an option. Some may also call this a “crawl, walk, run” approach.

Your goal as their trusted search advisor is not to help them leap from Stage 2 to Stage 5. Accomplishing that trajectory and speed of growth is exceedingly difficult and rare. Instead, focus your efforts on how the client can get to the next stage over the next 12 months. As they progress up the maturity model, the length of time it takes to unlock the next level may grow longer and longer.

Organizational Search Maturity

Click the image to see the full-size version.

Even when an organization reaches Stage 5, your/their work is not done. Master-level organizations continue to refine and optimize their processes and capabilities.

There is no finish line to search maturity

There is a French culinary phrase, “mise en place,” that refers to having everything — ingredients, tools, recipe — in its place to begin cooking most successfully. There are several key ingredients to any successful project implementation: buy-in, process, knowledge and skills, capacity, planning, and more.

As your client evolves up the maturity curve, you will see and feel a transition from thinking about aspects only once a project is sliding off the rails, to including these things real-time and reactively, to anticipating these before every project and doing your due diligence to come prepared. Essentially, the client can move from not being able to spell “SEO” to making SEO a part of their DNA by moving up these maturity curves.

It is important to revisit the maturity model discussion periodically — I recommend doing so at least annually — to level-set and realign with the client. Conducting this exercise again can remind us to pause and reflect on all we have accomplished since the first scoring. It can also re-energize stakeholders to make even more progress in the upcoming year.

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How to Diagnose SEO Traffic Drops: 11 Questions to Answer

Posted by Daniel_Marks

Almost every consultant or in-house SEO will be asked at some point to investigate an organic traffic drop. I’ve investigated quite a few, so I thought I’d share some steps I’ve found helpful when doing so.

Is it just normal noise?

Before you sound the alarm and get lost down a rabbit hole, you should make sure that the drop you’re seeing is actually real. This involves answering two questions:

A.) Do you trust the data?

This might seem trivial, but at least a quarter of the traffic drops I’ve seen were simply due to data problems.

The best way to check on this is to sense-check other metrics that might be impacted by data problems. Does anything else look funky? If you have a data engineering team, are they aware of any data issues? Are you flat-out missing data for certain days or page types or devices, etc.? Thankfully, data problems will usually make themselves pretty obvious once you start turning over a few rocks.

One of the more common sources of data issues is simply missing data for a day.

B.) Is this just normal variance?

Metrics go up and down all the time for no discernible reason. One way to quantify this is to use your historical standard deviation for SEO traffic.

For example, you could plot your weekly SEO traffic for the past 12 months and calculate the standard deviation (using the STDEV function on Google Sheets or Excel makes this very easy) to figure out if a drop in weekly traffic is abnormal. You’d expect about 16% of weeks to be one standard deviation below your weekly average just by sheer luck. You could therefore set a one-standard-deviation threshold before investigating traffic drops, for example (but you should adjust this threshold to whatever is appropriate for your business). You can also look at the standard deviation for your year-over-year or week-over-week SEO traffic if that’s where you’re seeing the drop (i.e. plot your % change in YoY SEO traffic by week for the past 12 months and calculate the standard deviation).

SEO traffic is usually pretty noisy, especially on a short time frame like a week.

Let’s assume you’ve decided this is indeed a real traffic drop. Now what? I’d recommend trying to answer the eleven questions below, at least one of them will usually identify the culprit.

Questions to ask yourself when facing an organic traffic drop

1. Was there a recent Google algorithm update?

MozCast, Search Engine Land, and Moz’s algorithm history are all good resources here.

Expedia seems to have been penalized by a Penguin-related update.

If there was an algorithm update, do you have any reason to suspect you’d be impacted? It can sometimes be difficult to understand the exact nature of a Google update, but it’s worth tracking down any information you can to make sure your site isn’t at risk of being hit.

2. Is the drop specific to any segment?

One of the more useful practices whenever you’re looking at aggregated data (such as a site’s overall search traffic) is to segment the data until you find something interesting. In this case, we’d be looking for a segment that has dropped in traffic much more than any other. This is often the first step in tracking down the root cause of the issue. The two segments I’ve found most useful in diagnosing SEO traffic drops specifically:

  • Device type (mobile vs. desktop vs. tablet)
  • Page type (product pages vs. category pages vs. blog posts vs. homepage etc.)

But there will likely be plenty of other segments that might make sense to look at for your business (for example, product category).

3. Are you being penalized?

This is unlikely, but it’s also usually pretty quick to disprove. Look at Search Console for any messages related to penalties and search for your brand name on Google. If you’re not showing up, then you might be penalized.

Rap Genius (now Genius) was penalized for their link building tactics and didn’t show up for their own brand name on Google.

4. Did the drop coincide with a major site change?

This can take a thousand different forms (did you migrate a bunch of URLs, move to a different JavaScript framework, update all your title tags, remove your navigation menu, etc?). If this is the case, and you have a reasonable hypothesis for how this could impact SEO traffic, you might have found your culprit.

Hulu.com saw a pretty big drop in SEO traffic after changing their JavaScript framework.

5. Did you lose ranking share to a competitor?

There are a bunch of tools that can tell you if you’ve lost rankings to a competitor:

If you’ve lost rankings, it’s worth investigating the specific keywords that you’ve lost and figuring out if there’s a trend. Did your competitors launch a new page type? Did they add content to their pages? Do they have more internal links pointing to these pages than you do?

GetStat’s Share of Voice report lets you quickly see whether a competitor is usurping your rankings

It could also just be a new competitor that’s entered the scene.

6. Did it coincide with a rise in direct or dark traffic?

If so, make sure you haven’t changed how you’re classifying this traffic on your end. Otherwise, you might simply be re-classifying organic traffic as direct or dark traffic.

7. Has there been a change to the search engine results pages you care about?

You can either use Moz’s SERP features report, or manually look at the SERPs you care about to figure out if their design has materially changed. It’s possible that Google is now answering many of your relevant queries directly in search results, put an image carousel on them, added a local pack, etc. — all of which would likely decrease your organic search traffic.

Celebritynetworth.com lost most of its SEO traffic because of rich snippets like the one above.

8. Is the drop specific to branded or unbranded traffic?

If you have historical Search Console data, you can look at number of branded clicks vs. unbranded clicks over time. You could also look at this data through AdWords if you spend on paid search. Another simple proxy to branded traffic is homepage traffic (for most sites, the majority of homepage traffic will be branded). If the drop is specific to branded search then it’s probably a brand problem, not an SEO problem.

9. Did a bunch of pages drop out of the index?

Search Console’s Index Status Report will make it clear if you suddenly have way fewer URLs being indexed. If this is the case, you might be accidentally disallowing or noindexing URLs (through robots.txt, meta tags on the page, or HTTP headers).

Search Console’s Index Status Report is a quick way to make sure you’re not accidentally noindexing or disallowing large portions of your site.

10. Did your number of referring domains and/or links drop?

It’s possible that a large number of your backlinks have been removed or are no longer accessible for whatever reason.

Ahrefs can be a quick way to determine if you’ve lost backlinks and also offers very handy reports for your lost backlinks or referring domains that will allow you to identify why you might have lost these links.

A sudden drop in backlinks could be the reason you’re seeing a traffic drop.

11. Is SEM cannibalizing SEO traffic?

It’s possible that your paid search team has recently ramped up their spend and that this is eating into your SEO traffic. You should be able to check on this pretty quickly by plotting your SEM vs. SEO traffic. If it’s not obvious after doing this whether it’s a factor, then it can be worth pausing your SEM campaigns for specific landing pages and seeing if SEO traffic rebounds for those pages.

To be clear, some level of cannibalization between SEM and SEO is inevitable, but it’s still worth understanding how much of your traffic is being cannibalized and whether the incremental clicks your SEM campaigns are driving outweigh the loss in SEO traffic (in my experience they usually do outweigh the loss in SEO traffic, but still worth checking!).

If your SEM vs. SEO traffic graph looks similar to the (slightly extreme) one above, then SEM campaigns might be cannibalizing your SEO traffic.


That’s all I’ve got — hopefully at least one of these questions will lead you to the root cause of an organic search traffic drop. Are there any other questions that you’ve found particularly helpful for diagnosing traffic drops? Let me know in the comments.

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How to Diagnose Pages that Rank in One Geography But Not Another – Whiteboard Friday

Posted by randfish

Are you ranking pretty well in one locale, only to find out your rankings tank in another? It’s not uncommon, even for sites without an intent to capture local queries. In today’s Whiteboard Friday, Rand shows you how to diagnose the issue with a few clever SEO tricks, then identify the right strategy to get back on top.

Diagnose Why Pages ranks for One Geography But Not Another

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to this edition of Whiteboard Friday. This week we’re going to chat about rankings that differ from geography to geography. Many of you might see that you are ranking particularly well in one city, but when you perform that search in another city or in another country perhaps, that still speaks the same language and has very similar traits, that maybe you’re not performing well.

Maybe you do well in Canada, but you don’t do well in the United States. Maybe you do well in Portland, Oregon, but you do poorly in San Diego, California. Sometimes you might be thinking to yourself, “Well, wait, this search is not particularly local, or at least I didn’t think of it as being particularly local. Why am I ranking in one and not the other?” So here’s a process that you can use to diagnose.

Confirm the rankings you see are accurate:

The first thing we need to do is confirm that the rankings you see or that you’ve heard about are accurate. This is actually much more difficult than it used to be. It used to be you could scroll to the bottom of Google and change your location to whatever you wanted. Now Google will geolocate you by your IP address or by a precise location on your mobile device, and unfortunately you can’t just specify one particular location or another — unless you know some of these SEO hacks.

A. Google’s AdPreview Tool – Google has an ad preview tool, where you can specify and set a particular location. That’s at AdWords.Google.com slash a bunch of junk slash ad preview. We’ll make sure that the link is down in the notes below.

B. The ampersand-near-equals parameter (&near=) - Now, some SEOs have said that this is not perfect, and I agree it is imperfect, but it is pretty close. We’ve done some comparisons here at Moz. I’ve done them while I’m traveling. It’s not bad. Occasionally, you’ll see one or two things that are not the same. The advertisements are frequently not the same. In fact, they don’t seem to work well. But the organic results look pretty darn close. The maps results look pretty darn close. So I think it’s a reasonable tool that you can use.

That is by basically changing the Google search query — so this is the URL in the search query — from Google.com/search?q= and then you might have ice+cream or WordPress+web+design, and then you use this, &near= and the city and state here in the United States or city and province in Canada or city and region in another country. In this case, I’m going with Portland+OR. This will change my results. You can give this a try yourself. You can see that you will see the ice cream places that are in Portland, Oregon, when you perform this search query.

For countries, you can use another one. You can either go directly to the country code Google, so for the UK Google.co.uk, or for New Zealand Google.co.nz, or for Canada Google.ca. Then you can type that in.You can also use this parameter &GL= instead of &near. This is global location equals the country code, and then you could put in CA for Canada or UK for the UK or NZ for New Zealand.

C. The Mozbar’s search profiles – You can also do this with the MozBar. The MozBar kind of hacks the near parameter for you, and you can just specify a location and create a search profile. Do that right inside the MozBar. That’s one of the very nice things about using it.

D. Rank tracking with a platform that supports location-specific rankings - Some of them don’t, some of them do. Moz does right now. I believe Searchmetrics does if you use the enterprise. Oh, I’m trying to remember if Rob Bucci said STAT does. Well, Rob will answer in the comments, and he’ll tell us whether STAT does. I think that they do.

Look at who IS ranking and what features they may have:

So next, once you’ve figured out whether this ranking anomaly that you perceive is real or not, you can step two look at who is ranking in the one where you’re not and figure out what factors they might have going for them.

  • Have they gotten a lot of local links, location-specific links from these websites that are in that specific geography or serve that geography, local chambers of commerce, local directories, those kinds of things?
  • Do they have a more hyper-local service area? On a map, if this is the city, do they serve that specific region? You serve a broad set of locations all over the place, and maybe you don’t have a geo-specific region that you’re serving.
  • Do they have localized listings, listings in places like where Moz Local or a competitor like Yext or Whitespark might push all their data to? Those could be things like Google Maps and Bing Maps, directories, local data aggregators, Yelp, TripAdvisor, etc., etc.
  • Do they have rankings in Google Maps? If you go and look and you see that this website is ranking particularly well in Google Maps for that particular region and you are not, that might be another signal that hyper-local intent and hyper-local ranking signals, ranking algorithm is in play there.
  • Are they running local AdWords ads? I know this might seem like, “Wait a minute. Rand, I thought ads were not directly connected to organic search results.” They’re not, but it tends to be the case that if you bid on AdWords, you tend to increase your organic click-through rate as well, because people see your ad up at the top, and then they see you again a second time, and so they’re a little more biased to click. Therefore, buying local ads can sometimes increase organic click-through rate as well. It can also brand people with your particular business. So that is one thing that might make a difference here.

Consider location-based searcher behaviors:

Now we’re not considering who is ranking, but we’re considering who is doing the searching, these location-based searchers and what their behavior is like.

  • Are they less likely to search for your brand because you’re not as well known in that region?
  • Are they less likely to click your site in the SERPs because you’re not as well known?
  • Is their intent somehow different because of their geography? Maybe there’s a language issue or a regionalism of some kind. This could be a local language thing even here in the United States, where parts of the country say “soda” and parts of the country say “pop.” Maybe those mean two different things, and “pop” means, “Oh, it’s a popcorn store in Seattle,” because there’s the Pop brand, but in the Midwest, “pop” clearly refers to types of soda beverages.
  • Are they more or less sensitive to a co-located solution? So it could be that in many geographies, a lot of your market doesn’t care about whether the solution that they’re getting is from their local region, and in others it does. A classic one on a country level is France, whose searchers tend to care tremendously more that they are getting .fr results and that the location of the business they are clicking on is in France versus other folks in Europe who might click a .com or a .co.uk with no problem.


Divide into three buckets:

You’re going to divide the search queries that you care about that have these challenges into three different types of buckets:

Bucket one: Hyper-geo-sensitive

This would be sort of the classic geo-specific search, where you see maps results right up at the top. The SERPs change completely from geo to geo. So if you perform the search in Portland and then you perform it in San Diego, you see very, very different results. Seven to nine of the top ten at least are changing up, and it’s the case that almost no non-local listings are showing in the top five results. When you see these, this is probably non-targetable without a physical location in that geography. So if you don’t have a physical location, you’re kind of out of business until you get there. If you do, then you can work on the local ranking signals that might be holding you back.

Bucket two: Semi-geo-sensitive

I’ve actually illustrated this one over here, because this can be a little bit challenging to describe. But basically, you’re getting a mix of geo-specific and global results. So, for example, I use the &near=Portland, Oregon, because I’m in Seattle and I want to see Portland’s results for WordPress web design.

WordPress web design, when I do the search all over the United States, the first one or two results are pretty much always the same. They’re always this Web Savvy Marketing link and this Creative Bloq, and they’re very broad. They are not specifically about a local provider of WordPress web design.

But then you get to number three and four and five, and the results change to be local-specific businesses. So in Portland, it’s these Mozak Design guys. Mozak, no relation to Moz, to my knowledge anyway. In San Diego, it’s Kristin Falkner, who’s ranking number three, and then other local San Diego WordPress web design businesses at four and five. So it’s kind of this mix of geo and non-geo. You can generally tell this by looking and changing your geography in this fashion seeing those different things.

Some of the top search results usually will be like this, and they’ll stay consistent from geography to geography. In these cases, what you want to do is work on boosting those local-specific signals. So if you are ranking number five or six and you want to be number three, go for that, or you can try and be in the global results, in which case you’re trying to boost the classic ranking signals, not the local ones so you can get up there.

Bucket three: Non-geo-sensitive

Those would be, “I do this search, and I don’t see any local-specific results.” It’s just a bunch of nationwide or worldwide brands. There are no maps, usually only one, maybe two geo-specific results in the top 10, and they tend to be further down, and the SERPs barely change from geo to geo. They’re pretty much the same throughout the country.

So once you put these into these three buckets, then you know which thing to do. Here, it’s pursue classic signals. You probably don’t need much of a local boost.

Here, you have the option of going one way or the other, boosting local signals to get into these rankings or boosting the classic signals to get into those global ones.

Here you’re going to need the physical business.

All right, everyone. I hope you’ve enjoyed this edition of Whiteboard Friday, and we’ll see you again next week. Take care.

Video transcription by Speechpad.com

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Google Tries to Diagnose Health Conditions on Symptom Searches

Google is adding a new health search results feature. Whenever you search for a symptom or multiple symptoms of an illness, Google will show you a list of possibly related health conditions related to your query to get you to answers more quickly.
Search Engine Watch – Latest

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