Tag Archive | "keywords"

Long tail keywords: Why they matter so much in content strategy

If you work in digital marketing, you’ve probably heard the phrase “longtail keyword”. You might also know there’s some debate around what it actually means.

Many believe keywords that are longtail mean they have a lot of words in them. It’s the difference between “swimming pools” and “swimming pool installation in Boca Raton, FL”, the latter being considered the longtail. 

However, the length of the keyword isn’t necessarily what we’re referring to when we say “longtail”. In reality, long tail keywords just have to be extremely specific – it just so happens that longer keywords tend to also be more specific (hence the confusion around the definition).

But why do we care?

Because longtail keywords are so specific, fewer people tend to search for those particular keywords, which might deter some people from trying to rank for them, because they consider it a waste of time.

But, this is where the opportunity lies. Longtail keywords tend to not be as competitive because of their low volume, so if you’re able to create content that ranks for a variety of longtail keywords relevant to your business, the traffic you do get is much more qualified.

Take the pool example that was shared above. If someone is searching for “swimming pools”, we have no idea what it is they’re looking for. It’s so top-level that they could be looking for anything – The number of swimming pools in America? Nearby swimming pools? The cost of above-ground swimming pools? Who knows. What we do know is that they’re still in a very information-based part of their searching journey.

Now, if someone is searching, “swimming pool installation in Boca Raton, FL,” it certainly sounds like they’re looking for help installing a swimming pool. And if that’s a service you offer and you’re ranking for that keyword, chances are the searcher is going to see your website.

So, longtail keywords might not be searched often, but they’re also not as competitive to rank for, and people searching for those terms are usually much further down the funnel and more likely to convert.

Finding long tail keywords to rank for

Now that we know what longtail is it seems easy enough, but how do we find these terms? There’s not enough search volume to appear in the majority of keyword tools. And, if you’re working for a client you might not know all the ins and outs of the industry they’re in. 

This is where content creation becomes a mixture of art and science.

Look at places where your target audience spends time in order to research what they care about and how that matches your brand. I also recommend you explore the following for inspiration on what topics to cover:

  • Forums (like Reddit, Quora, and Yahoo Answers)
  • Comments on related news articles
  • Online courses (here’s a guide)
  • Google Autocomplete and related searches

No matter where you look, as yourself: What questions are my audience asking, and how can I answer them?

Implementing a long tail content strategy

You may want to target each longtail keyword with a unique page, but that probably isn’t the best way to go.

You could end up creating many thin articles targeting hyper-specific terms, which makes for a sprawling and ineffective content strategy.

Fortunately, a single page can rank for several termsMapping out various H2s and FAQs on the page is going to be all that you need to do to get a couple of similar topical terms on one page. 

So, take a look at all of the longtail keyword ideas you came up with, and see which ones are similar enough to be nested under a slightly broader post. 

Getting long tail strategy buy-in from your organization

Admittedly, it’s not as “sexy” to rank for something like “swimming pool installation in Boca Raton, FL” than it is to rank for the general and very common term “swimming pools.”

Sometimes management or clients get fixated on ranking for those top-level terms because it feels like a win, but remind them about this stat from Ahrefs – 60.67% of all “search demand” is created by 0.16% of the most popular keywords.

Ahref stat showing long tail keywords search demand curve in numbers

Source: Ahrefs

So, nearly 40% of that search demand is generated by the other 99%+ longtail queries. 

Ranking for longtail keywords means you’re reaching your target audience when they’re nearly ready to buy, and if you can illustrate that, suddenly it becomes a proposal that’s difficult to halt. 

Domenica is a Brand Relationship Manager at Fractl. She can be found on Twitter @atdomenica.

The post Long tail keywords: Why they matter so much in content strategy appeared first on Search Engine Watch.

Search Engine Watch

Posted in IM NewsComments Off

Find Ranking Keywords, Uncover Opportunities, Check Rankings, & More: 5 Workflows for Easier Keyword Research

Posted by FeliciaCrawford

Have you ever wished there were an easy way to see all the top keywords your site is ranking for? How about a competitor’s? What about those times when you’re stumped trying to come up with keywords related to your core topic, or want to know the questions people are asking around your keywords?

There’s plenty of keyword research workflow gold to be uncovered in Keyword Explorer. It’s a tool that can save you a ton of time when it comes to both general keyword research and the nitty-gritty details. And time and again, we hear from folks who are surprised that a tool they use all the time can do — they had no idea! 

Well, let’s remedy that! Starting with today’s post, we’ll be publishing a series of quick videos put together by our own brilliant SEO scientist (and, according to Google, the smartest SEO in the world) Britney Muller. Each one will highlight one super useful workflow to solve a keyword research problem, and most are quick — just under a couple of minutes. Take a gander at the videos or skim the transcripts to find a workflow that catches your eye, and if you’re the type of person who likes to try it out in real time, head to the tool and give it a spin (if you have a Moz Community account like most Moz Blog readers, you already have free access):

Follow along in Keyword Explorer


1. How to do general keyword research

5:37 video

Find relevant keywords

You can do this a couple of ways. One is just to enter in a head keyword term that you want to explore — so maybe that’s “SEO” — and you can click Search. From here, you can go to Keyword Suggestions, where you can find all sorts of other keywords relevant to the keyword “SEO.”

We have a couple filters available to help you narrow down that search a little bit better. Here, without doing any filtering, you can see all of these keywords, and they’re ranked by relevancy and then search volume. So you do tend to see the higher search volume keywords at the top.

Save keyword suggestions in a list

But you can go through here and click the keywords that you want to save for your list. You can also do some filtering. We could group keywords by low lexical similarity. What this means is it’s basically just going to take somewhat similar keywords and batch them together for you to make it a bit easier.

Here you can see there are 141 group keywords under “SEO.” Fifty keywords have fallen under “SEO services” and so on. This gives you a higher level, topical awareness of what the keywords look like. If you were to select these groups, you could add a list for these.

When I say add list, I mean you can just save them in a keyword list that you can refer back to time and time again. These lists are amazing, one of my favorite features. What you would basically do is create a new list. I’m just going to call it Test. That adds all of your selected keywords to a list. You can continue adding keywords by different filters.

Filter by which keywords are questions

One of my other favorite things to filter by is “Are questions.” This will give you keywords that are actual questions, and it’s really neat to be able to try to bake these into your content marketing or an FAQ page. Really helpful. You can select all up here. Then I can just add that to that SEO Test list that we already created. I hope this gives you an idea of how to use some of these general filters.

Filter based on closely or broadly related topics and synonyms

You can also filter based on closely related topics, broadly related topics and synonyms. Keywords with similar result pages is very interesting. You can really play around with both of these filters. 

Filter by volume

You can also filter by volume. If you are trying to go after those high volume keywords, maybe you set a filter for here. Maybe you’re looking for long tail keywords, and then you’re going to look a little bit on the smaller search volume end here. These can all help in playing around and discovering more keywords.

Find the keywords a domain currently ranks for

Another thing that you can do to expand your keyword research is by entering in a domain. You can see that this changed to root domain when I entered moz.com. If you click Search, you’re going to get all of the keywords that that domain currently ranks for, which is really powerful. You could see all of the ranking keywords, add that to a list, and monitor how your website is performing.

Find competitors’ keywords

If you want to get really strategic, you can plug in some of your competitor sites and see what their keywords are. These are all things that you can do to expand your keyword research set. From there, you’re going to hopefully have one or a couple keyword lists that house all of this data for you to better strategically route your SEO strategy.

If we know that related questions are occurring most often, you can create strategic content around that. The opportunities here with these filters and sorts for keyword opportunities are endless.


2. How to discover ranking keywords for a particular domain or an exact page

1:37 video

See all the keywords a particular domain ranks for

This is super easy to do in Keyword Explorer. You just go to the main search bar. Let’s just throw in moz.com for example. I can see all the keywords that currently rank for moz.com.

We’re seeing over 114,000, and we get this really beautiful, high-level overview as to what that looks like. You can see the ranking distribution, and then you can even go into all of those ranking keywords in this tab here, which is really cool.

See all the keywords a specific page ranks for

You can do the same exact thing for a specific page. So let’s take the Beginner’s Guide. This will toggle to Exact Page, and you just click Search. Here we’re going to see that it ranks for 804 keywords. You get to know exactly what those are, what the difficulty is, the monthly search volume.

Keep track of those keywords in a list

You can add these things to a list to keep an eye on. It’s also great to do for competitive pages that appear to be doing very well or popular things occurring in your space. But this is just a quick and easy way to see what root domains or exact pages are currently ranking for.


3. How to quickly find keyword opportunities for a URL or a specific page

1:21 video

Find lower-ranking keywords that could be improved upon

I’m just going to paste in the URL to the Beginner’s Guide to SEO in Keyword Explorer. I’m going to look at all of the ranking keywords for this URL, and what I want to do is I want to sort by rank.

I want to see what’s ranking between 4 to 50 and see where or what keywords aren’t doing so well that we could improve upon. Right away we’re seeing this huge monthly search volume keyword, “SEO best practices,” and we’re ranking number 4.

It can definitely be improved upon. You can also go ahead and take a look at keywords that you rank for outside of page 1, meaning you rank 11 or beyond for these keywords. These could definitely also be improved upon. You can save these keywords to a list.

You can export them and strategically create content to improve those results. 


4. How to check rankings for a set of keywords

0:48 video

Use keyword lists to check rankings for a subset of keywords

This is pretty easy. So let’s say you have a keyword list for your target keywords. Here I’ve got an SEO Test keyword list. I want to see how Moz is ranking for these keywords.

This is where you would just add Check Rankings For and add your URL. I’m just going to put moz.com, check rankings, and I can immediately see how well we’re doing for these specific keywords.

I can filter highest to lowest and vice versa.


5. How to track your keywords

2:08 video

Set up a Campaign

If you don’t already have a list of your keywords that you would like to track, I suggest watching the General Keyword Research video above to help discover some of those keywords. But if you already have the keywords you know that you want to track for a particular site, definitely set up an account with Moz Pro and set up a Campaign.

It walks you through all of the steps to set up a particular Campaign for a URL. If you already have your Campaign set up, for example this is my Moz Campaign and I want to add say a new list of keywords to track, what you can do is you can come into this dashboard view and then go to Rankings.

If you scroll down here, you can add keywords. So let’s say Moz is breaking into the conversion rate optimization space. I can paste in a list of my CRO keywords, and then I can add a label.

Use keyword labels to track progress on topics over time 

Now that’s going to append that tag so I can filter by just CRO keywords. Then I’m going to click Add Keywords. This is going to take a little while to start to kick into gear basically.

But once it starts tracking, once these keywords are added, you’ll get to see them historically over time and even you against your competitors. It’s a really great way to monitor how you’re doing with keywords, where you’re seeing big drops or gains, and how you can better pivot your strategy to target those things.


Discover anything new or especially useful? Let us know on Twitter or here in the comments, and keep an eye out for more quick and fun keyword research workflow videos in the coming weeks — we’ve got some good stuff coming your way, from finding organic CTR for a keyword to discovering SERP feature opportunities and more.

Try out some new tricks in Keyword Explorer

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 to Use Keywords in Your Blogging Strategy

Posted by KameronJenkins

Even though blogging has been around for a while, it looks a lot different today than it did in the early 2000s. In those days, people read your blog because they followed it (anyone else have a few old .blogspot blogs floating around out there?) or subscribed to your RSS feed.

Online behavior has changed since then. While some people might stumble onto a blog they like and subscribe to its email list for updates, many people discover blog content through search engines. With more people searching than ever before, it’s a great time for bloggers to explore using keyword research in their content strategy.

This post was written for those that may be new to blogging, as well as those who have been blogging for some time but are just now starting to explore keyword research.

Ready? It’s time to dive into the beginner’s guide to keyword research for bloggers!

What are keywords?

Keywords are the words someone types (or speaks!) into a search engine.

People use search engines for all sorts of things — things like looking up movie times, seeing what the day’s weather will be like, or getting their local pizza place’s number. Every search is a quest for information, and the goal of search engines like Google is to supply the searcher with a satisfying answer as quickly as possible.

What does this mean for you as a blogger? It means that if you want to write for these searchers, you’ll need to know the questions they’re asking (keywords) and deliver the answer in your blog posts.

How will keywords change my blog strategy?

Blog posts developed on the basis of keyword research are different from other types of blog posts in that they focus on answering an existing question.

Contrast this with something like a blog post about a personal experience, or a post introducing a completely new idea — in both these scenarios, because your content doesn’t answer an existing question, it likely won’t get much traffic from search engines like Google, simply because no one is searching for it.

Does that mean you can only write to answer existing questions? Not at all! Even topics with no search demand could get great engagement and traffic on other channels like Facebook or Twitter, but if you want long-term free traffic, the best place to get it is from Google, and the best way to get Google to send you that traffic is to build your blogs on the foundation of keyword research.

Where do I find keywords?

A keyword research tool like Moz Keyword Explorer will do the trick!

This tool allows you to find new keyword ideas two main ways: by typing in a word or a phrase and getting back related keywords (the “Explore by Keyword” feature):

Gif of someone searching fried tofu recipe by keyword in Keyword Explorer

…or by typing in a page/website and getting back keywords that page or website ranks for (the “Explore by Site” feature):

Gif of someone searching moz.com by root domain in Keyword Explorer

Another great feature is the filter for “are questions” — this allows you to see only keywords that are formatted as questions. Since answering your audience’s questions is such a key component of optimizing your content for search, this is a great tool to give you insight into what your audience wants to know.

What keywords do I pick?

Just because you found a keyword in a keyword research tool doesn’t necessarily mean you should use it in your blogging strategy. Once you have a list of keywords, it’s a good idea to whittle it down. Here’s how.

Choose keywords that match your audience

Knowing your audience is a prerequisite for keyword research because it helps you filter out keywords that, although technically related to your topic, are a mismatch for your audience.

If you haven’t done so yet, document an ideal audience for your blog. For example, if you run a fitness blog, you could write down something as simple as “fitness enthusiasts.” You could also go a bit deeper and create audience personas, full profiles of your ideal audience that include things like age, demographics, and interests.

The deeper your understanding of your ideal audience, the easier it will be to detect which keywords out of the bunch they would have searched for.

Evaluate each keyword’s difficulty score

You may also want to whittle down your keyword list to leave only those with an appropriate Difficulty Score, which Keyword Explorer will assign to every keyword. That score is determined by the strength of the pages that are currently ranking on page 1 for that keyword.

If you’re just getting started blogging and you have a fairly low Domain Authority (which you can check by downloading the MozBar plugin or using the free version of Moz Link Explorer), you may want to start with keywords that have a Difficulty Score in the 20-30 range, or even lower. For more on how to use Difficulty Score in your keyword research, check out this write-up from Rand Fishkin.

Look at each keyword’s search volume

Search volume gives you an estimate of how many people are searching for that keyword every month. It’s great to choose keywords that lots of people are searching for, but remember that quantity doesn’t always equal quality. You may opt for a lower-volume keyword because it’s much more relevant to your audience and your goals.

How do I use the keywords on my page?

When Google’s algorithm was less mature than it is today, it was easy to get your page to rank at the top of search results for certain phrases by repeating that keyword many times on the page.

Over the years though, Google has gotten better at ranking pages that answer the query, rather than just repeat it on the page. This is important to keep in mind because it’s tempting to think that all you have to do with your keyword list is add those words to your pages. To perform well in search engines though, you have to provide an answer to those queries that’s better than anything else out there.

Here are some tips for using keywords to guide your blog content:

  • Keywords are the input. You’re creating the output. Instead of asking yourself “How can I include this keyword on my page?” ask yourself, “How can I answer this question?”
  • You don’t have to have a separate page for every keyword you want to rank for. If you’re writing a blog post about “choosing the best running shoes,” for example, it makes perfect sense to answer multiple questions related to that topic within the same post, such as “road vs. trail running shoes” and “running shoe features.”
  • Check out the pages that are currently ranking for your target keyword and think about how you can create a page better than that.

Where do I go from here?

The best thing to do next is to dive in and try it for yourself! As with most things, keyword research gets easier once you start to apply it.

A huge part of growing your blog effectively is developing a content strategy. There’s a fantastic free video course from HubSpot that walks you through developing your own content strategy, including how to use Moz Keyword Explorer for your keyword research. If you’re a visual learner like me, you should find it helpful!

Take the free course!

The most important thing to remember is that offering the right content tells you what your audience wants to know. As a blogger, this insight is invaluable! Write to answer their questions, and they’ll be more likely to find your content in search engines. 


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

Google Organic Search Doesn’t Have A Negative Keywords Feature

I know this is obvious for most of you but while Google Ads (AdWords) has a way to exclude your site for coming up in the search results for specific keywords, Google organic search does not. You cannot tell Google, please do not rank my site when people type in keyword X or Y.


Search Engine Roundtable

Posted in IM NewsComments Off

How to Get More Keyword Metrics for Your Target Keywords

Posted by Bill.Sebald

If you’re old in SEO years, you remember the day [not provided] was introduced. It was a dark, dark day. SEOs lost a vast amount of trusty information. Click data. Conversion data. This was incredibly valuable, allowing SEOs to prioritize their targets.

Google said the info was removed for security purposes, while suspicious SEOs thought this was a push towards spending more on AdWords (now Google Ads). I get it — since AdWords would give you the keyword data SEOs cherished, the “controversy” was warranted, in my opinion. The truth is out there.

But we’ve moved on, and learned to live with the situation. Then a few years later, Google Webmaster Tools (now Search Console) started providing some of the keyword data in the Search Analytics report. Through the years, the report got better and better.

But there’s still a finite set of keywords in the interface. You can’t get more than 999 in your report.

Search Analytics Report

Guess what? Google has more data for you!

The Google Search Console API is your friend. This summer it became even friendlier, providing 16 months worth of data. What you may not know is this API can give you more than 999 keywords. By way of example, the API provides more than 45,000 for our Greenlane site. And we’re not even a very large site. That’s right — the API can give you keywords, clicks, average position, impressions, and CTR %.

Salivating yet?

How to easily leverage the API

If you’re not very technical and the thought of an API frightens you, I promise there’s nothing to fear. I’m going to show you a way to leverage the data using Google Sheets.

Here is what you will need:

  1. Google Sheets (free)
  2. Supermetrics Add-On (free trial, but a paid tool)

If you haven’t heard of Google Sheets, it’s one of several tools Google provides for free. This directly competes with Microsoft Excel. It’s a cloud-based spreadsheet that works exceptionally well.

If you aren’t familiar with Supermetrics, it’s an add-on for Google Sheets that allows data to be pulled in from other sources. In this case, one of the sources will be Google Search Console. Now, while Supermetrics has a free trial, paid is the way to go. It’s worth it!

Installation of Supermetrics:

  1. Open Google Sheets and click the Add-On option
  2. Click Get Add-Ons
  3. A window will open where you can search for Supermetrics. It will look like this:

How To Install Supermetrics

From there, just follow the steps. It will immediately ask to connect to your Google account. I’m sure you’ve seen this kind of dialog box before:

Supermetrics wants to access your Google Account

You’ll be greeted with a message for launching the newly installed add-on. Just follow the prompts to launch. Next you’ll see a new window to the right of your Google Sheet.

Launch message

At this point, you should see the following note:

Great, you’re logged into Google Search Console! Now let’s run your first query. Pick an account from the list below.

Next, all you have to do is work down the list in Supermetrics. Data Source, Select Sites, and Select Dates are pretty self-explanatory. When you reach the “Select metrics” toggle, choose Impressions, Clicks, CTR (%), and Average Position.

Metrics

When you reach “Split by,” choose Search Query as the Split to rows option. And pick a large number for number of rows to fetch. If you also want the page URLs (perhaps you’d like your data divided by the page level), you just need to add Full URL as well.

Split By

You can play with the other Filter and Options if you’d like, but you’re ready to click Apply Changes and receive the data. It should compile like this:

Final result

Got the data. Now what?

Sometimes optimization is about taking something that’s working, and making it work better. This data can show you which keywords and topics are important to your audience. It’s also a clue towards what Google thinks you’re important for (thus, rewarding you with clicks).

SEMrush and Ahrefs can provide ranking keyword data with their estimated clicks, but impressions is an interesting metric here. High impression and low clicks? Maybe your title and description tags aren’t compelling enough. It’s also fun to VLOOKUP their data against this, to see just how accurate they are (or are not). Or you can use a tool like PowerBI to append other customer or paid search metrics to paint a bigger picture of your visitors’ mindset.

Conclusion

Sometimes the littlest hacks are the most fun. Google commonly holds some data back through their free products (the Greenlane Indexation Tester is a good example with the old interface). We know Search Planner and Google Analytics have more than they share. But in those cases, where directional information can sometimes be enough, digging out even more of your impactful keyword data is pure gold.

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

Reputation Management SEO: How to Own Your Branded Keywords in Google – Whiteboard Friday

Posted by randfish

A searcher’s first experience with your brand happens on Google’s SERPs — not your website. Having the ability to influence their organic first impression can go a long way toward improving both customer perception of your brand and conversion rates. In today’s Whiteboard Friday, Rand takes us through the inherent challenges of reputation management SEO and tactics for doing it effectively.

Reputation management SEO: How to Own Your Branded Keywords in Google

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


Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we are chatting about reputation management SEO.

So it turns out I’ve been having a number of conversations with many of you in the Moz community and many friends of mine in the startup and entrepreneurship worlds about this problem that happens pretty consistently, which is essentially that folks who are searching for your brand in Google experience their first touch before they ever get to your site, their first experience with your brand is through Google’s search result page. This SERP, controlling what appears here, what it says, how it says it, who is ranking, where they’re ranking, all of those kinds of things, can have a strong input on a bunch of things.

The challenge

We know that the search results’ content can impact…

  • Your conversion rate. People see that the reviews are generally poor or the wording is confusing or it creates questions in their mind that your content doesn’t answer. That can hurt your conversion rate.
  • It can hurt amplification. People who see you in here, who think that there is something bad or negative about you, might be less likely to link to you or share or talk about you.
  • It can impact customer satisfaction. Customers who are going to buy from you but see something negative in the search results might be more likely to complain about it. Or if they see that you have a lower review or ranking or whatnot, they may be more likely to contribute a negative one than if they had seen that you had stellar ones. Their expectations are being biased by what’s in these search results. A lot of times it is totally unfair.

So many of the conversations I’ve been having, for example with folks in the startup space, are like, “Hey, people are reviewing my product. We barely exist yet. We don’t have these people as customers. We feel like maybe we’re getting astroturfed by competitors, or someone is just jumping in here and trying to profit off the fact that we have a bunch of brand search now.” So pretty frustrating.

How can we influence this page to maximize positive impact for our brand?

There are, however, some ways to address it. In order to change these results, make them better, Minted, for example, of which I should mention I used to be on Minted’s Board of Directors, and so I believe my wife and I still have some stock in that company. So full disclosure there. But Minted, they’re selling holiday cards. The holiday card market is about to heat up before November and December here in the United States, which is the Christmas holiday season, and that’s when they sell a lot of these cards. So we can do a few things.

I. Change who ranks. So potentially remove some and add some new ones in here, give Google some different options. We could change the ranking order. So we could say, “Hey, we prefer this be lower down and this other one be higher up.” We can change that through SEO.

II. Change the content of the ranking pages. If you have poor reviews or if someone has written about you in a particular way and you wish to change that, there are ways to influence that as well.

III. Change the SERP features. So we may be able to get images, for example, of Minted’s cards up top, which would maybe make people more likely to purchase them, especially if they’re exceptionally beautiful.

IV. Add in top stories. If Minted has some great press about them, we could try and nudge Google to use stuff from Google News in here. Maybe we could change what’s in related searches, those types of things.

V. Shift search demand. So if it’s the case that you’re finding that people start typing “Minted” and then maybe are search suggested “Minted versus competitor X” or “Minted card problems” or whatever it is, I don’t think either of those are actually in the suggest, but there are plenty of companies who do have that issue. When that’s the case, you can also shift the search demand.

Reputation management tactics

Here are a number of tactics that I actually worked on with the help of Moz’s Head of SEO, Britney Muller. Britney and I came up with a bunch of tactics, so many that they won’t entirely fit on here, but we can describe a few more for you in the comments.

A. Directing link to URLs off your site (Helps with 1 & 2). First off, links are still a big influencer of a lot of the content that you see here. So it is the case that because Yelp is a powerful domain and they have lots of links, potentially even have lots of links to this page about Minted, it’s the case that changing up those links, redirecting some of them, adding new links to places, linking out from your own site, linking from articles you contribute to, linking from, for example, the CEO’s bio or a prominent influencer on the team’s bio when they go and speak at events or contribute to sources, or when Minted makes donations, or when they support public causes, or when they’re written about in the press, changing those links and where they point to can have a positive impact.

One of the problems that we see is that a lot of brands think, “All my links about my brand should always go to my homepage.” That’s not actually the case. It could be the case that you actually want to find, hey, maybe we would like our Facebook page to rank higher. Or hey, we wrote a great piece on Medium about our engineering practices or our diversity practices or how we give back to our community. Let’s see if we can point some of our links to that.

B. Pitching journalists or bloggers or editors or content creators on the web (Helps with 1, 4, a little 3), of any kind, to write about you and your products with brand titled pieces. This is on e of the biggest elements that gets missing. For example, a journalist for the San Francisco Chronicle might write a piece about Minted and say something like, “At this startup, it’s not unusual to find blah, blah, blah.” What you want to do is go, “Come on, man, just put the word ‘Minted’ in the title of the piece.” If they do, you’ve got a much better shot of having that piece potentially rank in here. So that’s something that whoever you’re working with on that content creation side, and maybe a reporter at the Chronicle would be much more difficult to do this, but a blogger who’s writing about you or a reviewer, someone who’s friendly to you, that type of a pitch would be much more likely to have some opportunity in there. It can get into the top stories SERP feature as well.

C. Crafting your own content (Helps with 1, a little 3). If they’re not going to do it for you, you can craft your own content. You can do this in two kinds of ways. One is for open platforms like Medium.com or Huffington Post or Forbes or Inc. or LinkedIn, these places that accept those, or guest accepting publications that are much pickier, that are much more rarely taking input, but that rank well in your field. You don’t have to think about this exclusively from a link building perspective. In fact, you don’t care if the links are nofollow. You don’t care if they give you no links at all. What you’re trying to do is get your name, your title, your keywords into the title element of the post that’s being put up.

D. You can influence reviews (Helps with 3 & 5). Depending on the site, it’s different from site to site. So I’m putting TOS acceptable, terms of service acceptable nudges to your happy customers and prompt diligent support to the unhappy ones. So Yelp, for example, says, “Don’t solicit directly reviews, but you are allowed to say, ‘Our business is featured on Yelp.’” For someone like Minted, Yelp is mostly physical places, and while Minted technically has a location in San Francisco, their offices, it’s kind of odd that this is what’s ranking here. In fact, I wouldn’t expect this to be. I think this is a strange result to have for an online-focused company, to have their physical location in there. So certainly by nudging folks who are using Minted to rather than contribute to their Facebook reviews or their Google reviews to actually say, “Hey, we’re also on Yelp. If you’ve been happy with us, you can check us out there.” Not go leave us a review there, but we have a presence.

E. Filing trademark violations (Helps with 1 & 3). So this is a legal path and legal angle, but it works in a couple of different ways. You can do a letter or an email from your attorney’s office, and oftentimes that will shut things down. In fact, brief story, a friend of mine, who has a company, found that their product was featured on Amazon’s website. They don’t sell on Amazon. No one is reselling on Amazon. In fact, the product mostly hasn’t even shipped yet. When they looked at the reviews, because they haven’t sold very many of their product, it’s an expensive product, none of the people who had left reviews were actually their customers. So they went, “What is going on here?” Well, it turns out Amazon, in order to list your product, needs your trademark permission. So they can send an attorney’s note to Amazon saying, “Hey, you are using our product, our trademark, our brand name, our visuals, our photos without permission. You need to take that down.”

The other way you can go about this is the Digital Millennium Copyright Act (DMCA) protocols. You can do this directly through Google, where you file and say basically, “Hey, they’ve taken copyrighted content from us and they’re using it on their website, and that’s illegal.” Google will actually remove them from the search results.
This is not necessarily a legal angle, but I bet you didn’t know this. A few years ago I had an article on Wikipedia about me, Rand Fishkin. There was like a Wikipedia piece. I don’t like that. Wikipedia, it’s uncontrollable. Because I’m in the SEO world, I don’t have a very good relationship with Wikipedia’s editors. So I actually lobbied them, on the talk page of the article about me, to have it removed. There are a number of conditions that Wikipedia has where a page can be removed. I believe I got mine removed under the not notable enough category, which I think probably still applies. That was very successful. So wonderfully, now, Wikipedia doesn’t rank for my name anymore, which means I can control the SERPs much more easily. So a potential there too.

F. Using brand advertising and/or influencer marketing to nudge searchers towards different phrases (Helps with 5). So what you call your products, how you market yourself is often how people will search for you. If Minted wanted to change this from Minted cards to minted photo cards, and they really like the results from minted photo cards and those had better conversion rates, they could start branding that through their advertising and their influencer marketing.

G. Surrounding your brand name, a similar way, with common text, anchor phrases, and links to help create or reinforce an association that Google builds around language (Helps with 4 & 5). In that example I said before, having Minted plus a link to their photo cards page or Minted photo cards appearing on the web, not only their own website but everywhere else out there more commonly than Minted cards will bias related searches and search suggest. We’ve tested this. You can actually use anchor text and surrounding text to sort of bias, in addition to how people search, how Google shows it.

H. Leverage some platforms that rank well and influence SERP features (Helps with 2 & 4). So rather than just trying to get into the normal organic results, we might say, “Hey, I want some images here. Aha, Pinterest is doing phenomenal work at image SEO. If I put up a bunch of pictures from Minted, of Minted’s cards or photo cards on Pinterest, I have a much better shot at ranking in and triggering the image results.” You can do the same thing with YouTube for videos. You can do the same thing with new sites and for what’s called the top stories feature. The same thing with local and local review sites for the maps and local results feature. So all kinds of ways to do that.

More…

Four final topics before we wrap up.

  • Registering and using separate domains? Should I register and use a separate domain, like MintedCardReviews, that’s owned by Minted? Generally not. It’s not impossible to do reputation management SEO through that, but it can be difficult. I’m not saying you might not want to give it a spin now and then, but generally that’s sort of like creating your own reviews, your own site. Google often recognizes those and looks behind the domain registration wall, and potentially you have very little opportunity to rank for those, plus you’re doing a ton of link building and that kind of stuff. Better to leverage someone’s platform, who can already rank, usually.
  • Negative SEO attacks. You might remember the story from a couple weeks ago, in Fast Company, where Casper, the mattress brand, was basically accused of and found mostly to be generally guilty of going after and buying negative links to a review site that was giving them poor reviews, giving their mattresses poor reviews, and to minimal effect. I think, especially nowadays, this is much less effective than it was a few years ago following Google’s last Penguin update. But certainly I would not recommend it. If you get found out for it, you can be sued too.
  • What about buying reviewers and review sites? This is what Casper ended up doing. So that site they were buying negative links against, they ended up just making an offer and buying out the person who owned it. Certainly it is a way to go. I don’t know if it’s the most ethical or honest thing to do, but it is a possibility.
  • Monitoring brand and rankings. Finally, I would urge you to, if you’re not experiencing these today, but you’re worried about them, definitely monitor your brand. You could use something like a Fresh Web Explorer or Mention.com or Talkwalker. And your rankings too. You want to be tracking your rankings so that you can see who’s popping in there and who’s not. Obviously, there are lots of SEO tools to do that.

All right, everyone, thanks for joining us, and we’ll see again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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


Moz Blog

Posted in IM NewsComments Off

Google Doesn’t Decode MD5 Hash URLs For Keywords

I love seeing Google SEO related questions I’ve never seen before and this one, I never saw before. Does Google decode md5 hash values in URLs to extract hidden keywords within them for image search or web search. The answer is no but I am sure that is obvious to most of you…


Search Engine Roundtable

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

The SEO Quick Fix: Competitor Keywords, Redirect Chains, and Duplicate Content, Oh My!

Posted by ErinMcCaul

I have a eight-month-old baby. As a mom my time is at a premium, and I’ve come to appreciate functionalities I didn’t know existed in things I already pay for. My HBONow subscription has Game of Thrones AND Sesame Street? Fantastic! Overnight diapers can save me a trip to the tiny airplane bathroom on a quick flight? Sweet! Oxiclean keeps my towels fluffy and vanquishes baby poop stains? Flip my pancakes!

Moz Pro isn’t just a tool for link building, or keyword research, or on-page SEO, or crawling your site. It does all those things and a little bit more, simplifying your SEO work and saving time. And if you’ve run into an SEO task you’re not sure how to tackle, it’s possible that a tool you need is right here just waiting to be found! It’s in this spirit that we’ve revived our SEO Quick Fix videos. These 2–3 minute Mozzer-led tutorials are meant to help you get the most out of our tools, and offer simple solutions to common SEO problems.

Take Moz Pro for a spin!

Today we’ll focus on a few Keyword Explorer and Site Crawl tips. I hope these knowledge nuggets bring you the joy I experienced the moment I realized my son doesn’t care whether I read him The Name of the Wind or Goodnight Moon.

Let’s dive in!

Fix #1 – Keyword Explorer: Finding keyword suggestions that are questions

Search queries all have intent (“when to give my baby water” was a hot Google search at my house recently). Here’s the good news: Research shows that if you’re already ranking in the top ten positions, providing the best answers to specific questions can earn you a coveted Featured Snippet!

Featured snippet example

In this video, April from our Customer Success Team will show you how to pull a list of keyword phrases that cover the who, what, where, when, why, and how of all the related topics for keywords you’re already ranking for. Here’s the rub. Different questions call for different Featured Snippet formats. For example, “how” and “have” questions tend to result in list-based snippets, while “which” questions often result in tables. When you’re crafting your content, be mindful of the type of question you’re targeting and format accordingly.

Looking for more resources? Once you’ve got your list, check out AJ Ghergich’s article on the Moz Blog for some in-depth insight on formatting and optimizing your snippets. High five!


Fix #2 – Site Crawl: Optimize the content on your site

Sometimes if I find a really good pair of pants, I buy two (I mean, it’s really hard to find good pants). In this case duplicates are good, but the rules of pants don’t always apply to content. Chiaryn is here to teach you how to use Site Crawl to identify duplicate content and titles, and uncover opportunities to help customers and bots find more relevant content on your site.

When reviewing your duplicate content, keep a few things in mind:

  • Does this page provide value to visitors?
  • Title tags are meant to give searchers a taste of what your content is about, and meant to help bots understand and categorize your content. You want your title tags to be relevant and unique to your content.
  • If pages with different content have the same title tag, re-write your tags to make them more relevant to your page content. Use our Title Tag Preview tool to help out.
  • Thin content isn’t always a bad thing, but it’s still a good opportunity to make sure your page is performing as expected — and update it as necessary with meaningful content.
  • Check out Jo Cameron’s post about How to Turn Low-Value Content Into Neatly Organized Opportunities for more snazzy tips on duplicate content and Site Crawl!

Fix #3 – Keyword Explorer: Identify your competitors’ top keywords

Cozily nestled under a few clicks, Keyword Explorer holds the keys to a competitive research sweet spot. By isolating the ranking keywords you have in common with your competitors, you can pinpoint their weak spots and discover keywords that are low-hanging fruit — phrases you have the content and authority to rank for that, with a little attention, could do even better. In this video, Janisha shows you how targeting a competitor’s low-ranking keywords can earn you a top spot in the SERPS.

Finding competitors' keywords: A Venn diagram

Check out all that overlapped opportunity!

For a few more tips along this line, check out Hayley Sherman’s post, How to Use Keyword Explorer to Identify Competitive Keyword Opportunities.


Fix #4 – Site Crawl: Identify and fix redirect chains

Redirects are a handy way to get a visitor from a page they try to land on, to the page you want them to land on. Redirect chains, however, are redirects gone wrong. They look something like this: URL A redirects to URL B, URL B redirects to URL C… and so on and so forth.

These redirect chains can negatively impact your rankings, slow your site load times, and make it hard for crawlers to properly index your site.

Meghan from our Help team is here to show you how to find redirect chains, understand where they currently exist, and help you cut a few of those pesky middle redirects.

Looking for a few other redirect resources? I’ve got you covered:


Alright friends, that’s a wrap! Like the end of The Last Jedi, you might not be ready for this post to be over. Fear not! Our blog editor liked my jokes so much that she’s promised to harp on me to write more blog posts. So, I need your help! Find yourself facing an SEO snafu that doesn’t seem to have a straightforward fix? Let me know in the comments. I might know a Moz tool that can help, and you might inspire another Quick Fix post!

Get a free month of Moz Pro

If you’re still interested in checking out more solutions, here’s a list of some of my favorite resources:

Stay cool!

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

Look Ma, no keywords! Phrase-free AdWords campaigns are here

Contributor Andy Taylor discusses Google’s new Local Search Ads Experiment in AdWords, which uses address and location categories in lieu of keywords to trigger relevant local results.

The post Look Ma, no keywords! Phrase-free AdWords campaigns are here appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Posted in IM NewsComments Off

Advert