Tag Archive | "Monitor"

How to Research, Monitor, and Optimize for Questions

Posted by AnnSmarty

Have you been optimizing your content for questions? There are a few powerful reasons for you to start doing it now:

  • Niche question research is the most powerful content inspiration source
  • Questions are highly engaging: Asking a question triggers a natural answering reflex in human beings. Using questions on your landing pages and / or social media will improve engagement
  • Questions are very useful for niche and audience research: What can’t people figure out in your industry and how can you best help them?
  • Question research allows you to understand natural language better and optimize for voice search
  • Question optimization allows for increased organic search visibility through both featured snippets and Google’s “People Also Ask” results.

Just to reinforce the latter point, Google is going a bit insane with understanding and featuring questions in SERPs. Here’s just one of their recent experiments showing a multifaceted featured snippet, addressing a possible follow-up question (courtesy of Barry Schwartz):

multifaceted featured snippets

Types of niche questions and how to group them

  • Basic questions (these usually relate to defining concepts). In most cases you don’t need to write lengthy explanations because people searching for those seek quick easy-to-understand answers.
  • How-to questions (these usually relate to step-by-step instructions). Adding videos to better explain the process is almost always a good idea here
  • Branded questions (those usually include your or your competitor’s brand name or a product name). Like any branded queries**, these should be further categorized into:
  • ROPO questions (“research online, buy online / offline”). These are specific questions discussing your product, its pros and cons, reviews, etc.
    • High-intent questions: for example, questions asking how to buy your product.
    • Navigational questions: those addressing your site navigation, e.g. “How to login,” “How to cancel,” etc.
    • Competitive research questions: those comparing your brand to your competitors.
    • Reputational questions: those questions relating to your brand history, culture, etc.

Type of Questions

All branded questions may also be labeled based on possible sentiment.

** Most basic and how-to questions are going to have informational intent (simply due to the essence of the question format: most people asking questions seek to find an answer, i.e. information). But there’s always a chance there’s a transactional intent there that you may want to make note of, too.

For example, “What’s the best CRM” may be a query reflecting a solid commercial intent. Same goes about “How do you use a CRM?” Both can be asked by someone who is willing to give the software a try, and this needs to be reflected within your copy and on-page layout.

Tools to discover questions

1. People Also Ask

“People Also Ask” is a newer Google search element containing related questions to a given query. It’s not clear how Google is generating these (it might be due to enough people typing each question into the search box), but what we do know for sure is:

  • Google is smart: It would only show things to a user when they have found enough evidence that’s helpful and something their users engage with
  • “People Also Ask” boxes present more SERPs real estate which we may want to dominate for maximum organic search visibility

People Also Ask

With that in mind, People Also Ask results are important for content marketers on two fronts:

  • They allow us lots of insight into what our target audience wants to know
  • They allow us additional organic search visibility

To collect as many People Also Ask results as you can, give Featured Snippet Tool a try (disclaimer: This tool has been developed by the company I work for). It checks your domain’s important search queries and generates “People Also Ask” results for all of them:

People Also Ask results

The tool ranks “People Also Ask” questions by the number of queries they were triggered by. This enables you to quickly see most popular questions on your topic.

2. Google / Bing SERPs

Search results give us lots of cues beyond People Also Ask boxes, provided you use smart tools to analyze them. Text Optimizer is a tool that extracts terms and concepts from SERPs and uses semantic analysis to come up with the list of questions you may want to include in your content:

I believe that is partly what Google is doing to generate those “People Also Ask” suggestions, but this tool will give you more ideas than “People Also Ask” boxes alone.

It supports Google and Bing. You can also copy-paste your text in the tool and it will suggest terms and questions to add to optimize your content better for either search engine.

3. Google Suggest

Google Suggest is another search-based tool for content marketers. Google Suggest auto-completes a user’s query based on how other users tend to complete it. This way, we can safely assume that all Google Suggest results have a solid search volume / demand, simply because they ended up in the suggest index.

The problem with this one is that you need to know how to start typing the question to see it properly completed:

Google Suggest

There’s a workaround that forces Google to autocomplete the middle of the query:

  • Type your core query and hit search
  • Put your cursor back at the beginning of the query
  • Type “how” and Google will suggest more popular queries:

Google Suggest middle of the query

Another way to discover more question-type Google Suggest results is to play with the following tools:

Serpstat Questions is a solid keyword research tool allowing you to generate hundreds of niche questions based on your core query. What’s helpful is that Serpstat allows you to sort results by the question word:

Serpstat Questions

…and filter questions by a popular term in the tag cloud, making it easier to make sense of those multiple results (and optimize for several questions within one content asset):

Serpstat questions filter

Ahrefs is another multi-feature SEO platform that allows users to research related questions with one of its recent updates:

Ahrefs questions

If you end up with too many Google-suggested questions, run your list through Serpstat’s clustering tool to break those questions into meaningful groups based on relevancy.

The screenshot is based on the following settings: Linkage strength - Medium, Type of Clustering - Soft. Once you run it, you can re-run the clustering tool for free with different settings within the project. Don’t forget to export your first set of results before re-running it.

4. Quora and discussion boards

Quora is undoubtedly one of the largest sources of questions out there. In fact, it forces users to post new discussions in a question format, so everything you see there is questions.

Quora’s search functionality is highly confusing though. It has an intricate architecture based on topics (many of which overlap) and it won’t show you most popular questions over time. Its search ranking algorithm is a weird mix of personalization (based on your chosen interests and connections), recency, activity, and probably something else.

Because of this, I rarely use Quora itself. Instead I use Buzzsumo Question Analyzer. It aggregates results from all kinds of discussion boards, including Quora and Amazon Q&A. Furthermore, it analyzes your query and generates results for related keywords allowing you to expand your search and see the bigger picture:

/buzzsumo question analyzer

5. Twitter questions

Twitter is an amazing source of content inspiration few content marketers are really using. One of the must-have Twitter search tricks I always use within my social media monitoring dashboard is Twitter’s question search:

Type [brandname ?] (with the space in-between) into Twitter’s search box and you’ll see all questions people are asking when discussing your topic / brand / product.

If you want to get a bit trickier, monitor your bigger competitor’s tweeted questions, too. This will enable your team to be on top of everything your potential customers cannot figure out when buying from your competitor:

Twitter questiio

Cyfe (disclaimer: this is my content marketing client) is a social media dashboard providing an easy way to monitor multiple Twitter search results within one dashboard. You can use it to monitor all kinds of tweeted questions around your core term or brand name:

Cyfe Twitter Monitoring

6. Reddit AMA

Reddit AMAs offer another great way to pick up some interesting questions to use in your content. Unfortunately, I haven’t found a good reliable way to monitor Reddit for keywords (while restricting to a particular Subreddit) but I’ve been using Twitter monitoring for that.

You can use Cyfe to monitor the #redditama hashtag in combination with your core term. Or you can set up an alert inside My Tweet Alerts. The tool has a pretty unique set of options allowing you to find tweets based on keywords, hashtags, and even words in users’ bios. It sends email digests of most recent tweets making the alerts harder to miss.

For Reddit AMA monitoring, you can set it up to search for tweets that have the #redditama hashtag in them together with your main keyword. Or, to make it more targeted, you can only monitor those tweets published by Twitter users with your keyword in the bio:

MyTweetAlerts Settings

Here’s an example of the announced AMA on a related topic of my interest:

mytweetalerts

All I need to do is to open the AMA thread and scroll through comments in search for interesting questions to note for my future content ideas:

Reddit AMA

How to add questions to your (content) marketing strategy

Niche question research provides an almost unending source of content opportunities. To name a few, here are some ideas on how you can use questions:

  • Create a separate FAQ section to address and explain basic questions
  • Identify and optimize existing content to cover the identified questions
  • Add Q&A to important landing pages (this may help get product pages featured in Google).

But it’s not really only about content:

Different actions + teams for different types of questions

Keeping our initial question categorization above in mind, here’s how question research may (or rather, should) involve multiple departments within your company:

You can download this worksheet with clickable links here.

Basic (what-is) questions:

  • Types of content to answer these questions: Glossary, FAQ
  • Specific SEO considerations:
    • Clickable table of contents (see sample)
    • Implement QAPage Schema
  • Other teams to get involved: Customer support and sales team (including for training). You want those teams to use jargon your customers use

How-to questions:

  • Types of content to answer these questions: FAQ (+ videos)
  • Specific SEO considerations: Use HowTo Schema (Including Yoast for WP)
  • Other teams to get involved: Include your CRO expert because these could be transactional

Branded ROPO questions:

  • Types of content to answer these questions: Blog content (+ video tutorials)
  • Specific SEO considerations: Optimize for as many related branded terms as possible
  • Other teams to get involved: Include your product management team for them to collect answers (feedback) and implement required product updates / improvements). Add these to your editorial schedule as high-priority

Branded high-intent questions:

  • Types of content to answer these questions: Product Q&A
  • Specific SEO considerations: Implement QAPage Schema
  • Other teams to get involved: Include your CRO expert and A/B testing expert for optimum on-page conversion optimization

Branded navigational questions:

  • Types of content to answer these questions: Product-specific knowledge base (+ video tutorials)
  • Specific SEO considerations: Implement QAPage Schema or use a Q&A-optimized solution (like this one)
  • Other teams to get involved: Include your design and usability teams to solve navigational issues

Branded competitive research questions:

  • Types of content to answer these questions: Create specific landing pages + videos to explain your product benefits
  • Specific SEO considerations: Optimize for as many related branded terms as possible
  • Other teams to get involved: Include your product management team for them to collect answers (feedback) and implement required product updates / improvements. Include your sales team for them to know how to best explain your product benefits to clients

Branded competitive reputational questions

  • Types of content to answer these questions: Create specific landing pages + videos
  • Specific SEO considerations: Optimize for as many related branded terms as possible
  • Other teams to get involved: Include your reputation management + social media teams to address these questions properly when they have to

Takeaways:

  • Questions are useful on many levels, from audience research to conversion optimization and product development
  • As far as SEO is concerned, optimizing for questions helps you develop better-targeted copy and gain more organic search visibility (especially through appearing in featured and “People Also Ask” boxes)
  • Researching questions is an ongoing process: You need to be constantly discovering new ones and monitoring social media for real-time ideas
  • There are lots of tools to help you discover and organize niche questions (when it comes to organizing them, using your favorite tools or even simply spreadsheets is always a good idea)
  • Question research is not just for SEO or content ideation. It can help improve social media engagement, help you develop a better product, train your internal teams to better explain product advantages to clients, etc.

Are you researching and optimizing for niche questions yet? Please share your tips and tricks in the comments below!

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


Moz Blog

Posted in IM NewsComments Off

How to Discover and Monitor Bad Backlinks

Posted by rjonesx.

Identifying bad backlinks has become easier over the past few years with better tool sets, bigger link indexes, and increased knowledge, but for many in our industry it’s still crudely implemented. While the ideal scenario would be to have a professional poring over your link profile and combing each link one-by-one for concerns, for many webmasters that’s just too expensive (and, frankly, overkill).

I’m going to walk through a simple methodology using Link Explorer and Excel (although you could do this with Google Sheets just as easily) to combine together the power of Moz Link Explorer, Keyword Explorer Lists, and finally Link Lists to do a comprehensive link audit.

The basics

There are several components involved in determining whether a link is “bad” and should potentially be removed. Ultimately, we want to be able to measure the riskiness of the link (how likely is Google to flag the link as manipulative and how much do we depend on the link for value). Let me address three common factors used by SEOs to determine this score:

Trust metrics:

There are a handful of metrics in our industry that are readily available to help point out concerning backlinks. The two that come to mind most often are Moz Spam Score and Majestic Trust Flow (or, better yet, the difference between Citation Flow and Trust Flow). These two scores actually work quite differently. Moz’s Spam Score predicts the likelihood a domain is banned or penalized based on certain site features. Majestic Trust Flow determines the trustworthiness of a domain or page based on the quality of links pointing to it. While calculated quite differently, the goal is to help webmasters identify which sites are trustworthy and which are not. However, while these are a good starting point, they aren’t sufficient on their own to give you a clear picture of whether a link is good or bad.

Anchor text manipulation:

One of the first things an SEO learns is that using valuable anchor text can help increase your rankings. The very next thing they learn is that using valuable anchor text can bring on a penalty. The reason for this is pretty clear: the likelihood a webmaster will give you valuable anchor text out of the goodness of their heart is very rare, so over-optimization sticks out like a sore thumb. So, how do we measure anchor text manipulation? If we look at anchor text with our own eyes, this seems to be rather intuitive, but there’s a better way to do it in an automated, at-scale fashion that will allow us to better judge links.

Low authority:

Finally, low-authority links — especially when you would expect higher authority based on the domain — are concerning. A good link should come from an internally well-linked page on a site. If the difference between the Domain Authority and Page Authority is very high, it can be a concern. It isn’t a strong signal, but it is one worth looking at. This is especially obvious in certain types of spam, like paginated comment spam or forum profile spam.

So, let’s jump into how we can pull together a quick backlink analysis taking into account these various features of a bad backlink profile. If you’d like to follow along with this tutorial, hop into Link Explorer in another tab:

Follow along with Link Explorer

Step 1: Get the backlink data

The first and easiest step is just to get your backlink data from Link Explorer’s huge backlink index. With nearly 30 trillion links in our index, you can rest assured that we will find most of the bad backlinks with which you should be concerned. To begin, visit the Link Explorer > Inbound Links section and enter in the domain or page which you wish to analyze.

How to Find Bad Backlinks

Because we aren’t concerned with nofollow links, you will want to set the “follow” filter so that we only export followed links. We also aren’t concerned with deleted links, so we can set the Link Status to “Active.”

How to Find Bad Backlinks

Once you have set these filters, hit the “Export” button. You will have a couple of choices. If your site has fewer than 1,000 backlinks, go ahead and choose the immediate download. However, if your link profile is larger, choose the largest setting and be patient for the download to be prepared. We can keep going with other steps of the project in the meantime, but you don’t want to miss out on bad links, which means you need to export them all.

A lot of SEOs will stop at this point. With PA, DA, and Spam Score included in the standard export, you can do a damn good job of finding bad links. Link Explorer does all of that out-of-the-box for you. But for our purposes here, we wan’t to go a step further and do “anchor text qualification.” This is especially valuable for large link profiles.

Step 2: Get anchor text

Getting anchor text out of the new Link Explorer is incredibly simple. Just visit Link Explorer > Anchor Text and hit the Export button. No extra filters will be needed here.

How to Find Bad Backlinks

Step 3: Measure anchor text value

Now here is a quick trick where we can take advantage of Moz Keyword Explorer’s Keyword Lists to find anchor text that appears to be manipulated. First, we want to remove some of the extraneous anchor text which we know absolutely won’t be concerning, such as URLs as anchor text. This step isn’t completely necessary, but will save you some some credits in Moz Keyword Explorer, so it might be worth it.

How to Find Bad Backlinks

After you’ve removed the extraneous anchor text, we’ll just copy and paste our anchor text into a new keyword list for Keyword Explorer.

How to Find Bad Backlinks

By putting the anchor text into Keyword Explorer, we’ll be able to sort anchor text by search volume. It isn’t very common that anchor text happens to have a high search volume, but when webmasters are trying to manipulate search results they often use the keyword for which they’d like to rank in the anchor text. Thus, we can use the search volume of anchor text as a proxy for manipulated anchor text. In fact, when working with Remove’em before I joined Moz, we discovered the anchor text manipulation was the most predictive factor in link penalties.

Step 4: Merge, filter, sort, & model

We will now merge the data (backlinks export and keyword list export) to finally get that list of concerning backlinks. Let’s start with the backlink export. We’ll open it up in Excel and then remove duplicate domain-anchor text pairs.

I’ll start by showing you a quick trick to extract out the domains from a long list of URLs. I copied the list of URLs from the first column to the last column in Excel, and then chose Data > Text to Columns > Delimited > Other > /. This will cause the URLs to be split into different columns wherever the slash occurs, leaving you with the 4th new column being just the domain names.

How to Find Bad Backlinks

Once you have completed this step, we are going to remove duplicate domain-anchor text pairs. Notice that we aren’t going to limit ourselves to one link per domain, which is what many SEOs do. This would be a mistake, since there could be multiple concerning links on the site with different anchor text.

How to Find Bad Backlinks

After choosing Data > Remove Duplicates, I select the column of Anchor Text and the column of Domain. With the duplicates removed, we are now left with the links we want to judge as good or bad. We need one more thing, though. We need to merge in the search volume data we got from Keyword Explorer. Hit the export button on the keyword list you created from anchor text in Keyword Explorer:

How to Find Bad Backlinks

Open up the export and then copy and paste the data into a second sheet in Excel, next to the backlinks sheet you already created and filtered. In this case, I named the two sheets “Raw Data” and “Anchor Text Data”:

How to Find Bad Backlinks

You’ll then want to do a VLOOKUP on the backlinks spreadsheet to create a column with the search volume for the anchor text on each link. I’ve taken a screenshot of the VLOOKUP formula I used, but yours will look a little different depending upon the the names of the sheets and the exact columns you’ve created.

Excel formula: =IF(ISNA(VLOOKUP(C2,'Anchor Text Data'!$  A$  1:$  I$  402,3,FALSE)),0,VLOOKUP(C2,'Anchor Text Data'!$  1:$  I$  402,3,FALSE))

=IF(ISNA(VLOOKUP(C2,’Anchor Text Data’!$ A$ 1:$ I$ 402,3,FALSE)),0,VLOOKUP(C2,’Anchor Text Data’!$ 1:$ I$ 402,3,FALSE))

It looks a little complicated, but that’s simply because I’m using two VLOOKUPs simultaneously to replace N/A results with the number 0. You can always manually put in 0 wherever N/A shows up.

Now it’s time for the fun part: modeling. First, I recommend sorting by the volume column you just created just so you can see the most concerning anchor text at the top. It’s amazing to see links with anchor text like “ring” or “jewelry” automatically populate at the top of the list, since they’re also keywords with high search volume.

How to Find Bad Backlinks

Second, we’ll create a new column with a formula that takes into account the quality of the link, the riskiness of the anchor text, and the Spam Score:

Excel formula: =D11+(F11-E11)+(LOG(G11+1)*10)+(LOG(O11+1)*10)

=D11+(F11-E11)+(LOG(G11+1)*10)+(LOG(O11+1)*10)

Let’s break down that formula real quickly:

  • D11: This is simply the Spam Score
  • (F11-E11): This is the Domain Authority minus the Page Authority. (This is a bit debatable — some people might just prefer to choose 100-E11)
  • (Log(G11+1)*10): This is a fancy way of converting the number of times this anchor text link occurs into a consistent number for our equation. Without taking the log(), having a high number here could overcome the other signals.
  • (Log(O11+1)*10): This is a fancy way of converting the search volume to a number consistent for our equation. Without taking the log(), having a high search volume could also overcome other signals.

Once we run this equation and create a new column, we can sort by “Riskiness” and find the links with which we should be most concerned.

How to Find Bad Backlinks

As you can see, examples of comment spam and paid links popped to the top of the list because the formula gives a higher value to low-quality, spammy links with risky anchor text. But wait, there’s more!

Step 5: Build a Link List

Link Explorer doesn’t just leave you hanging after doing analysis. Our goal is to help you do SEO, not just analyze it. Your next step is to start a new Link List.

The Link List feature allows you to track whether certain links are alive. If you embark on a campaign to try and remove some of these spammier links, you can create a Link List and use it to monitor the status of those links. Just create a new list by naming it, adding your domain, and then copying and pasting the concerning links.

How to Find Bad Backlinks

You can now just monitor the Link List as you do your outreach to remove bad links. The Link List will track all the metrics, including whether the link has been removed.

How to Find Bad Backlinks

Wrapping up

Whether you want to do a cursory backlink audit by just looking at Spam Score and PA, or a deep-dive taking into account anchor text qualification, Link Explorer + Keyword Explorer and Link Lists make it possible. With our greatly improved backlink index, you can now rest assured that the data you need is right at your finger tips and, if you need to get down-and-dirty in Excel, you can readily export it to do deeper analysis.

Find your spammy links!

Good luck hunting bad backlinks!

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

4 Reasons Your PPC Spying Tool Needs to Monitor Competitor Sales Funnels

Learning from larger advertisers and monitoring threats in competitors’ landing pages are just two benefits of using PPC spying tools to monitor to competition’s sales funnels.

Search Engine Watch

Posted in IM NewsComments Off

You Autocomplete Me: Should Google Monitor Suggestions?

A Hong Kong court found billionaire Albert Yeung has a right to go ahead with a defamation case against Google after a judge said the search engine has the ability to censor material.
Search Engine Watch – Latest

Posted in IM NewsComments Off


Advert