Tag Archive | "Major"

Subfolders, Subdirectories and Subdomains: The URL difference that can drive a major increase in organic traffic

Do you understand the difference between subdomains and subdirectories/subfolders? Using them wrong could cost you organic traffic.
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A Look Back at a Great 2017: 5 Major Moz Product Investments and a Sneak Peek Into 2018

Posted by adamf

It’s hard to believe that 2017 is already past. We entered the year with big ambitions and we’ve made some great strides. As has become tradition, I’ve compiled a rundown of some of the most interesting updates that you may have seen (or missed) this past year. We’ve intentionally focused on significant product updates, but I’ve also shared a little about some newer programs that provide value for customers in different ways.

TL;DR, here are some of the larger and more interesting additions to Moz in 2017:

  1. Keywords by Site: Keyword Explorer adds site-based keyword research and competitive intelligence
  2. Site Crawl V2: Overhauled Site Crawl for better auditing and workflow
  3. Major investments in infrastructure: Better performance and resilience across the Moz toolset
  4. New instructor-led training programs: Targeted classes to level-up your SEO knowledge
  5. Customer Success: Custom walkthroughs to help you get the most out of Moz
  6. Bonus! MozPod: Moz’s new free podcast keeps you up to date on the latest industry topics and trends

Big updates

This year and last, we’ve been spending a disproportionate focus on releasing large infrastructural improvements, new datasets, and foundational product updates. We feel these are crucial elements that serve the core needs of SEOs and will fuel frequent improvements and iterations for years to come.

To kick things off, I wanted to share some details about two big updates from 2017.


1) Keywords by Site: Leveling up keyword research and intelligence

Rank tracking provides useful benchmarks and insights for specific, targeted keywords, but you can’t track all of the keywords that are relevant to you. Sometimes you need a broader look at how visible your sites (and your competitors’ sites) are in Google results.

We built Keywords by Site to provide this powerful view into your Google presence. This brand-new dataset in Moz significantly extends Keyword Explorer and improves the quality of results in many other areas throughout Moz Pro. Our US corpus currently includes 40 million Google SERPs updated every two weeks, and allows you to do the following:

See how visible your site is in Google results

This view not only shows how authoritative a site is from a linking perspective, but also shows how prominent a site is in Google search results.

Compare your ranking prominence to your competitors

Compare up to three sites to get a feel for their relative scale of visibility and keyword ranking overlap. Click on any section in the Venn diagram to view the keywords that fall into that section.

Dig deep: Sort, filter, and find opportunities, then stash them in keyword lists

For example, let’s say you’re looking to determine which pages or content on your site might only require a little nudge to garner meaningful search visibility and traffic. Run a report for your site in Keyword Explorer and then use the filters to quickly hone in on these opportunities:

Our focus on data quality

We’ve made a few decisions to help ensure the freshness and accuracy of our keyword corpus. These extend the cost and work to maintain this dataset, but we feel they make a discernible difference in quality.

  • We recollect all of our keyword data every 2 weeks. This means that the results you see are more recent and more similar to the results on the day that you’re researching.
  • We cycle up to 15 million of our keywords out on a monthly basis. This means that as new keywords or terms trend up in popularity, we add them to our corpus, replacing terms that are no longer getting much search volume.

A few improvements we’ve made since launch:

  • Keyword recommendations in your campaigns (tracked sites) are much improved and now backed by our keyword corpus.
  • These keyword suggestions are also included in your weekly insights, suggesting new keywords worth tracking and pages worth optimizing.
  • Coming very soon: We’re also on the cusp of launching keyword corpuses for the UK, Canada, and Australia. Stay tuned.

A few resources to help you get more from Keywords by Site:

Try out Keywords by Site!


2) Site Crawl V2: Big enhancements to site crawling and auditing

Another significant project we completed in 2017 was a complete rewrite of our aging Site Crawler. In short, our new crawler is faster, more reliable, can crawl more pages, and surfaces more issues. We’ve also made some enhancements to the workflow, to make regular crawls more customizable and easy to manage. Here are a few highlights:

Week-over-week crawl comparisons

Our new crawler keeps tabs on what happened in your previous crawl to show you which specific issues are no longer present, and which are brand new.

Ignore (to hide) individual issues or whole issue types

This feature was added in response to a bunch of customer requests. While Moz does its best to call out the issues and priorities that apply to most sites, not all sites or SEOs have the same needs. For example, if you regularly noindex a big portion of your site, you don’t need us to keep reminding you that you’ve applied noindex to a huge number of pages. If you don’t want them showing your reports, just ignore individual issues or the entire issue type.

Another workflow improvement we added was the ability to mark an issue as fixed. This allows you to get it out of your way until the next crawl runs and verifies the fix.

All Pages view with improved sorting and filtering

If you’re prioritizing across a large number of pages or trying to track down an issue in a certain area of your site, you can now sort all pages crawled by Issue Count, Page Authority, or Crawl Depth. You can also filter to show, for instance, all pages in the /blog section of my site that are redirects, and have a crawl issue.

Recrawl to verify fixes

Moz’s crawler monitors your site by crawling it every week. But if you’ve made some changes and want to verify them, you can now recrawl your site in between regular weekly crawls instead of waiting for the next crawl the start.

Seven new issues checked and tracked

These include such favorites as detecting Thin Content, Redirect Chains, and Slow Pages. While we were at it, we revamped duplicate page detection and improved the UI to help you better analyze clusters of duplicate content and figure out which page should be canonical.

A few resources to help you get more from Site Crawl:


3) Major investments in infrastructure for performance and resilience

You may not have directly noticed many of the updates we’ve made this year. We made some significant investments in Moz Pro and Moz Local to make them faster, more reliable, and allow us to build new features more quickly. But here are a few tangible manifestations of these efforts:

“Infinite” history on organic Moz Pro search traffic reports

Okay, infinite is a bit of a stretch, but we used to only show the last 12 months or weeks of data. Now we’ll show data from the very inception of a campaign, broken down by weeks or months. This is made possible by an updated architecture that makes full historical data easy to surface and present in the application. It also allows for custom access to selected date ranges.

Also worth noting is that the new visualization shows how many different pages were receiving organic search traffic in context with total organic search traffic. This can help you figure out whether traffic increase was due to improved rankings across many pages, or just a spike in organic traffic for one or a few pages.

More timely and reliable access to Moz Local data at all scales

As Moz Local has brought on more and bigger customers with large numbers of locations, the team discovered a need to bolster systems for speed and reliability. A completely rebuilt scheduling system and improved core location data systems help ensure all of your data is collected and easy to access when you need it.

Improved local data distribution

Moz Local distributes your location data through myriad partners, each of which have their own formats and interfaces. The Local team updated and fine-tuned those third-party connections to improve the quality of the data and speed of distribution.


4) New instructor-led training programs: Never stop learning

Not all of our improvements this year have shown up in the product. Another investment we’ve made is in training. We’ve gotten a lot of requests for this over the years and are finally delivering. Brian Childs, our trainer extraordinaire, has built this program from the ground up. It includes:

  • Boot camps to build up core skills
  • Advanced Seminars to dig into more intensive topics
  • Custom Training for businesses that want a more tailored approach

We have even more ambitious plans for 2018, so if training interests you, check out all of our training offerings here.


5) Customer Success: Helping customers get the most out of Moz

Our customer success program took off this year and has one core purpose: to help customers get maximum value from Moz. Whether you’re a long-time customer looking to explore new features or you’re brand new to Moz and figuring out how to get started, our success team offers product webinars every week, as well as one-on-one product walkthroughs tailored to your needs, interests, and experience level.

The US members of our customer success team hone their skills at a local chocolate factory (Not pictured: our fantastic team members in the UK, Australia, and Dubai)

If you want to learn more about Moz Pro, check out a webinar or schedule a walkthrough.


Bonus! MozPod: Moz’s new free podcast made its debut

Okay, this really strays from product news, but another fun project that’s been gaining momentum is MozPod. This came about as a side passion project by our ever-ambitious head trainer. Lord knows that SEO and digital marketing are fast-moving and ever-changing; to help you keep up on hot topics and new developments, we’ve started the Mozpod. This podcast covers a range of topics, drawing from the brains of key folks in the industry. With topics ranging from structured data and app store optimization to machine learning and even blockchain, there’s always something interesting to learn about. If you’ve got an idea for an episode or a topic you’d like to hear about, submit it here.

Join Brian every week for a new topic and guest:


What’s next?

We have a lot planned for 2018 — probably way too much. But one thing I can promise is that it won’t be a dull year. I prefer not to get too specific about projects that we’ve not yet started, but here are a few things already in the works:

  • A significant upgrade to our link data and toolset
  • On-demand Site Crawl
  • Added keyword research corpuses for the UK, Australia, and Canada
  • Expanded distribution channels for local to include Facebook, Waze, and Uber
  • More measurement and analytics features around local rankings, categories, & keywords
  • Verticalized solutions to address specific local search needs in the restaurant, hospitality, financial, legal, & medical sectors

On top of these and many other features we’re considering, we also plan to make it a lot easier for you to use our products. Right now, we know it can be a bit disjointed within and between products. We plan to change that.

We’ve also waited too long to solve for some specific needs of our agency customers. We’re prioritizing some key projects that’ll make their jobs easier and their relationships with Moz more valuable.


Thank you!

Before I go, I just want to thank you all for sharing your support, suggestions, and critical feedback. We strive to build the best SEO data and platform for our diverse and passionate customers. We could not succeed without you. If you’d like to be a part of making Moz a better platform, please let us know. We often reach out to customers and community members for feedback and insight, so if you’re the type who likes to participate in user research studies, customer interviews, beta tests, or surveys, please volunteer here.

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!


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Google Search Console AMP Reporting Error With Major Content Mismatch

Google posted on the data anomalies page a new bug with their Google Search Console reporting…


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Content Marketing Evolution: 5 Major Content Marketing Trends for 2018

Content Marketing Trends 2018

Do you remember upgrading from an old square TV to a high-definition model? It was an amazing leap forward in the viewing experience.

Then came 3D televisions…and no one really cared. Then even bigger screens, then curved displays, OLED, smart TVs, 3D and 4k. None of these advances have really fired up the imagination of the TV-buying public. These incremental improvements just aren’t compelling enough to inspire me to upgrade.

The same thing happened with smartphones. The iPhone’s touchscreen-only design was revolutionary, and now every modern phone is a sleek rectangle. Since then, it’s been incremental change and vanity features. I can unlock this phone with my face instead of my fingerprint? And I can turn into an animated dancing unicorn? Yawn.

Content marketing had its watershed moment a decade ago, marking a monumental shift in the way marketing works. Hard selling and SEO trickery gave way to relationship-building and bringing real value to customers. Since then, we’ve been refining the formula. We’ve added new gimmicks and made small adjustments. But marketers are long overdue for a new paradigm shift.

When you’re watching content marketing trends for this year, look deeper than the marketing equivalent of 4k and curved displays. Look for the quiet revolution that is starting to take hold—look for the fundamental changes in the way we approach content.

Here are my picks for the next major movements in content marketing.

#1 – Long-Form Content

As I’ve said before, content is moving beyond the 500-word blog post. Consumers and B2B buyers simply want more depth and value than short content can provide. Even if your 500-word post does attract significant traffic, it has an inherently short life span.

Orbitmedia’s yearly blogging survey shows that the most successful bloggers are spending more time creating longer posts. The average length of a typical blog post has risen from 808 in 2014 to 1,142 in 2017.

These longer posts are attracting more audience attention. The percentage of bloggers reporting “strong results” goes up steadily with the average word count of their posts:

Average Length of Long-Form Content

While short blog posts still can serve a marketing purpose — attracting subscribers, promoting thought leadership — the most successful will re-evaluate short-form content as the basic unit of content marketing. Ungated long-form content is vital to meeting audience expectations.

#2 – Consistency & Quality over Quantity

As marketers shift from short-form to long-form content, it’s going to get harder to maintain a daily (or multiple times daily) publishing cadence. Daily publishing has been the table stakes for blog content for years, but there’s untapped value in slowing the cadence. You know the drill: The amount of content keeps increasing, while people’s time to invest in content stays the same. If you’re challenged to keep up your daily cadence, odds are your audience is, too.

Our clients at LinkedIn Sales and Marketing Solutions EMEA dropped to 2-3 long-form posts a week last year, and have seen their readership continue to rise. The shift inspired our blogging team to try the same experiment on the TopRank Marketing Blog in 2018. More value, less content, delivered consistently — it’s a paradigm shift from “post daily, however much you can, even if it’s 300 words.”

#3 – Influencer Marketing Ecosystems

At the least sophisticated level, influencer marketing is essentially celebrity endorsement. You pay the influencer, they promote your brand, and the relationship ends as soon as the check clears. 2017 may be remembered as the year the influencer bubble burst, as the payouts grew astronomically and high-profile influencers proved problematic.

We published Influence 2.0 in January of last year to help marketers reach the next stage of influencer marketing maturity. Sustainable influencer marketing is relationship-based, co-creation based, and provides mutual value for influencers, marketers, and audiences.

The ultimate goal is to move beyond one-off collaboration with individual influencers. It’s about creating and nurturing a community of influencers, all of whom are aware of each other’s work with the brand. This influencer ecosystem takes relationship-building to the next level, and can result in a steady stream of great content.

Check out our top influencer marketing posts of 2017, as well as more insights from Lee Odden on what’s coming in 2018.

#4 – A New Focus on ROI & Attribution

As the functions of sales and marketing increasingly overlap, marketers need to get serious about proving ROI. We’re in the revenue business just as much as our partners on the sales side, and everything we do should have measurement built in. Yes, even top-of-funnel content meant to generate awareness. Do you know the value of a visitor to your website, a subscriber to your blog, or a filled-out landing page form?

If you don’t have clear answers to the above questions, you’re not alone. According to CMI and MarketingProfs’ annual content marketing benchmarks, only 35% of marketers can accurately measure ROI. Even in the top performers, only 55% are measuring ROI consistently.

In 2018, content marketers who can properly attribute ROI and prove the value of their efforts will be more successful. So it’s time to nail down the value of your content marketing, measure it, optimize it, and give dollars-and-cents reports to the C-suite.

#5 – Strange New Formats

I used to hate the phrase “consuming content.” Okay, so I sort of still do. But my loathing for that phrase may be short-sighted. It seems simpler to say, “reading content,” but that’s still thinking in terms of print, blog posts, eBooks and infographics. Our definition of what constitutes content has already moved beyond these forms, and is going to change radically in the coming years.

Video content production soared in 2017, as marketers figured out how to cheaply produce video and we began dipping a toe into livestreaming as well. In 2018, we can expect to see more video and more strategic use of live video. Audio content is on the rise, too: Podcasts are still surging in popularity and showing no signs of slowdown. And interactive content is getting easier, too — it’s simpler to make increasingly cooler end products.

But the definition of content is about to get even wider. Chatbots will need compelling writing to bring them to life. Amazon Echo and Google Home are new platforms for completely novel types of content, such as the American Heart Association’s CPR instructions and Neil Patel’s Marketing School. Augmented reality is coming to the masses, offering new ways to tell stories and engage an audience.

The Next Evolution

Content marketing is long overdue for a radical redesign, and all signs indicate the next evolution is already in progress. What content is, what forms it can take, how we amplify and measure it — these fundamental aspects of the discipline are all up for debate. It’s up to all of us to stay flexible, stay up-to-date, and most importantly, keep listening for what our audience says they need.

What do other marketers have to say about content marketing in 2018? Read Content Conversations: Content Marketing Predictions for 2018 featuring insights from Ann Handley, Joe Pulizzi, Chris Brogan, Alexandra Rynne, Tim Washer, Dayna Rothman, and Chris Moody.


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The post Content Marketing Evolution: 5 Major Content Marketing Trends for 2018 appeared first on Online Marketing Blog – TopRank®.

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How on-site search can drive holiday revenue & help e-commerce sites compete against major retailers

According to SLI Systems, people who use on-site search are more likely to make a purchase than visitors who only browse a website.

The post How on-site search can drive holiday revenue & help e-commerce sites compete against major retailers appeared first on Search Engine Land.



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Major Study Reveals What Kind of Video Content Drives eCommerce Sales

As the eCommerce industry has matured in sales and reach, it has realized it still has obstacles….namely engaging and persuading real people. To take this on, successful brands have embraced digital content to add a pop to their product presentation. But as recent survey from Episerver found, 98% of shoppers have been deterred from completing a purchase because of incomplete content.

Research has shown that video is a valuable content form for online shopping engagement. Put simply, it helps overcome the advantage of tangible interaction provided by in-store experience.

So that being the case, what kind of video content works best to boost eCommerce sales? A new study from the UK has found some insightful answers.

Alex Connock of EndemolShine North in MediaCityUK wanted to examine how differing editorial styles and durations would impact the customer journey. “Around the world there are many territories which have a more relaxed approach to brand integration into mainstream or OTT programming, and here it is possible that e-commerce ‘clickability’ will be included in factual and fiction programming of a mainstream variety. Testing what works in terms of functionalities and styles of integration of that technology is fascinating and seriously useful. We already have interest in this study from colleagues all over the world, from Spain and Holland, to the US and China” he recently told Prolific North.

A survey was conducted of 2800 UK respondents, in 28 standalone representative groups of 100 people each. Before they watched any of the test videos:

30% said have clicked on an online video to find out more detail
29% had actually made a purchase through an online video
49% usually have the sound on, when shopping online
They were then shown the video and asked: would you have bought the product?

The study found that among other things: short videos worked the best, videos with people work better, branded content works better than a hard sell, marketing multiple items works well and leads to more “buys”, and waiting until the video ends before offering click to buy.

“What didn’t surprise me was that short videos do very well as drivers to purchase, as I think we have seen that worldwide. But what was surprising was HOW short that took effect. Notably 15 seconds resoundingly beat 40 seconds as a shoppable video length,” Connock told Prolific North.

“I was very surprised, as are most people who see the survey, that user-generated content ranked so badly as a driver of purchase. It’s definitely one to avoid and that’s a real learning for many ecommerce platforms.

A lot of other surprising findings came from the study that are well worth any eCommerce/eTailer business to consider. The video below shows a summary of the research and results.

The post Major Study Reveals What Kind of Video Content Drives eCommerce Sales appeared first on WebProNews.


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Google To Complete Major Redesign For AdWords Over Next 12 Months

Google announced this morning they are going to be redesigning the AdWords platform over the next 12-18 months. Of course…


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5 Major Differences Between Google Map Maker & Google My Business Guidelines

Columnist and local search expert Joy Hawkins outlines some differences between two of Google’s local/maps services, discussing which might come in handy based on your situation.

The post 5 Major Differences Between Google Map Maker & Google My Business Guidelines appeared first on Search…



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Major Billing Improvements & Consolidated Billing Arrive On Bing Ads

A new suite of Bing Ads billing tools will keep search marketers working on their accounts, not accounting issues.

The post Major Billing Improvements & Consolidated Billing Arrive On Bing Ads appeared first on Search Engine Land.



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Major upgrade to our free Scout app

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Scout helps you get a better understanding of your markets and customers, by helping to reveal the language of your markets. The app is designed to look at any website, social media channel like Facebook, or customer forum where people are busy discussing your products, and pull out the most relevant keywords. Armed with this keyword knowledge, you can be much more confident in optimizing the content of your web pages, and marketing campaigns.

How the new features work

Head over to any web page and open up Scout. First off, you’ll see a word cloud from the Summary tab. The word cloud reveals the language of the web page you are on. Drag the slider left to see the most relevant keywords, or to the right to see a much broader picture of the page’s language.

Click on the Insights tab

Check out the Insights tab to get deeper insight into how relevant the keywords are on the page. The slider is there again, and in addition you can filter out keyword terms by # of words – so you could simply look at keyword terms with only 3, 4 or 5 words in, which would include “hunger games catching fire.”

The Keywords tab

The Keywords tab is where we’ve added the territory segmentation, including Mexico, Brazil, Spain and Australia. The Keyword tab gives you search volumes and competition data, by territory, drawn from our database of 3.5 billion searches. Again, there are interactive controls for you to filter and focus your results.

Scout integrates seamlessly into the Wordtracker tool

Log into your Wordtracker account (or sign-up if you’re new). Now you can go ahead and save all the keywords that your Scout research revealed into your existing projects – or if you need, create new ones. Supercharge the results of your Scout research from within your regular Wordtracker account and stay organized.

The Scout updates are in Chrome right now, so please head over, download (it’s free!), and let us know what you think.

Want to win an awesome prize? In the next few weeks we’ve got a competition planned around Scout, with a fun prize, so watch this space.

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