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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.

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Google Manufacturer Center for product data expands scope, launches API

A new API, more countries and knowledge panel visibility give brands more incentive to use Google’s product data management tool.

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Google debuts giant new look for Local Inventory Ad product search in Knowledge Panels

A search bar and multiple product listings are part of the update.

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Do SMB websites matter anymore? YP doubles down on ‘yes’ with new ‘pro’ SEO product

Company says program resulted in a page one ranking on Google for 70 percent of keywords within a few months.

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SearchCap: AMP, YP SEO product & PPC budgeting

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Digital Product Information is Driving Today’s Shopper

Today’s consumers have become so reliant on eCommerce for every stage of the buying process that shoppers are simply going to retail stores a lot less often. But when shoppers do find themselves in stores, their trusty mobile device is still helping to determine what they buy and how they buy in a big way.

A recent MaiChimp Audience Panel study by Salsify asked 1,000 online shoppers what makes them choose which brands and retailers to shop and buy from. An eyebrow raising 77% of shoppers use a mobile device while shopping in-store and only 35% would even just 35 percent of shoppers would prefer to speak to a salesperson if they have questions about a product.

“Consumers are increasingly turning to their mobile devices to answer product-related questions, like price and availability, while they shop,” said Jason Purcell, CEO and co-founder of Salsify. “This year’s research again demonstrates just how critical it is for every brand and retailer to have a systematized approach to maintain robust and relevant digital content to retain shopper attention and win sales.”

The survey research also found that 87% of shoppers said that detailed product content was extremely or very important to their purchase decision. With so many turning to mobile while shopping in-store as well, the need for product content on every channel has never been more essential.

It’s pretty clear from this survey that eCommerce brands must prioritize the mobile experience. The research indicates that consumers between the ages of 18 and 29 are most likely to use a mobile device when shopping online (84 percent), followed closely by the 30 to 44 group (78 percent).

And good product content is crucial as 87% of shoppers said that detailed product content was extremely or very important to their purchase decision. In fact, bad product content means bad customer experiences and bad sales: 50% of online shoppers have returned a product if it did not match the product description and 54% are less likely to buy from an online retailer if they returned an item.

As found in another other recent eCommerce shopping study cited here, shoppers need robust product content before buying. Cracking The Consumer Code research found that 70 percent of shoppers need to see at least three product images and 86 percent want to read at least three product reviews before purchasing a product.

The post Digital Product Information is Driving Today’s Shopper appeared first on WebProNews.


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SearchCap: Google link tool bug, product images schema & AdWords livestream

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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SearchCap: Google link tool bug, product images schema & AdWords livestream

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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How to Identify Your E-commerce Product Page Keywords Using MozBar

Posted by BrianChilds

A common challenge when doing SEO for e-commerce sites is deciding how to choose keywords for product pages. When it comes to e-commerce in particular, there’s always that question on a page-by-page basis of “Which keyword is right for this page?” Especially for existing sites that need an SEO update, finding time to do page-specific keyword research can be burdensome. But product pages deserve every ounce of SEO they can get. Today, I’ll show you a way to make your e-commerce product page keyword research a lot easier.

My secret weapon?

MozBar.

By the end of this post, you’ll discover how you can easily:

  • Look at the results for keywords related to your topic and get a sense of which words deliver the most similar results
  • Get a sense for how search engines might see your term versus others
  • Find related topics that deliver similar results, note those words, and then use them on your page
  • Save time identifying what represents a good keyword and whether the results match your expectations

Let me show you how.

What makes a good SEO e-commerce keyword?

Since e-commerce pages often have direct competition from other websites, you need to go above and beyond when it comes to optimization. You’ll want to make sure you take into consideration not only the search intent of your desired customer, but also verify that the keyword you choose is actually delivering similar results in the SERP. When people search for products, you want to measure how narrow you have to go before a search result page starts displaying products similar to what you have.

For this example, I’ll use an e-commerce site that sells macbook and car decals. Think of all the different variants of those two broad search terms. There are 12 different subcategories of car decals alone.

One category is family decals, which allows a person to pick and choose amongst individual icons to create a customized family to display on the back of your minivan.

For this family decal segment, there are dozens of different individual product pages, so the goal is to make sure we optimize not just for a broad term like “car decal” but for a more nuanced term like “family car decal.” And then for the products themselves, dig into modifying terms relevant to the features.

Use MozBar to save time researching SEO e-commerce keywords

A common way to figure out what’s showing up for a search term is to just run a search query. But when you have thousands of pages, this can take forever.

This is where the MozBar Page Optimization feature really helps you get the job done. It allows you to stay on the website to do analysis without jumping between tabs to run search queries.

Let’s go through the steps.

1. First, of course, download the MozBar extension for Google Chrome (I’ll wait).

2. Next, go to your product page and activate your MozBar extension by selecting the icon until it turns blue (there are three statuses, FYI — on, DA mode, and off).

mozbarmode.gif

3. Then, select the Page Optimization icon near the top-left of your browser window. The icon looks like a little page with a circle in the corner:

4. A small text box window will appear. You’ll want to have a list of terms ready to go, so if you haven’t done your keyword research yet, head over to Keyword Explorer and use the “Suggestions” tool to get some preliminary ideas. I usually enter a broad category-level keyword, then select “Optimize”:

mozbaroptimize.gif

In addition to all the normal great stuff that MozBar provides, such as Domain Authority and Page Authority, the Page Optimization tool also gives you a quick overview of how well this individual page is optimized for the term you’re researching. This is similar to the information you’d get in the Moz Pro Campaign tools, but here you can see it for any page without having to have Moz open in another tab.

5. Once you’ve entered your search term, select the “On-Page Content Suggestions” tab:

The On-Page Content Suggestions tab shows you a list of keywords that the search engines typically associate with the term you entered. Think of this as other planets in the same constellation as the keyword you entered. You can use these generally to understand what additional words to put on your page, but you can also use them to identify the target keyword for the page overall.

Here’s where this gets awesome. Prepare to shave minutes off of your normal workflow.

Aligning search intent with e-commerce keywords

Starting with your highest-value products, navigate to the product page, open up MozBar, enter in your broad target keyword for the associated category, and then select the On-Page Content Suggestions tab.

Then, look for the keywords from the list that appear most aligned with your specific product. In this example, we’re looking at a family car decal product that exists in a broader category of car decals.

The question to ask is: Which keyword displays products that are most similar to your product?

If you can find results that align closely with your product, then you can understand something about how search engines are interpreting the term and have a higher chance of optimizing for the right keywords.

To see which pages are ranking for a given suggested keyword, simply select the “See top ranking URLs” dropdown. It will display the URL and rank position of sites delivering content similar to your initial target search term:

mozpartopurl.gif

Using this example, you can interpret that “family stickers” definitely delivers results closely aligned with this product. Note that this correlates to the blue “Relevance” bar associated with that suggested keyword.

Make a note of the terms that are providing highly aligned search results pages, and then move onto the next product page. Once you have your list compiled, you’ll be able to be more selective and informed with your page optimization choices.

I hope you find this e-commerce keyword trick helpful. Let me know in the comments section of this article!

Bonus tip for making your life easy:

When doing this kind of research, I recommend saving yourself some time down the road by copying the URLs that show up in the On-Page Content Suggestions tab into a new spreadsheet or document. You can compile and research these URLs later using Open Site Explorer.

When it comes time to think about building links to my optimized pages, you’ll have a ready list of competitors to analyze. Look at their Inbound Links, Top Pages, and Anchor Text in Open Site Explorer in order to create a list of potential linking sites and content ideas.

Get started with MozBar for Chrome

If you’re interested in more keyword research strategies, consider signing up for a Keyword Research Workshop in the Moz Training site. For a deeper dive on MozBar, sign up for our January 24 webinar!

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 Shopping feed optimization: Speak your customers’ language and write more compelling product titles

Product titles are among the most important factors influencing the performance of your Google Shopping campaigns. Contributor Andreas Reiffen shares data on how to optimize them.

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