Tag Archive | "Profile"

Search Buzz Video Recap: Google Algorithm Update, Social Profile Markup, Mobile-First Indexing, Search Console & Tests vs Bugs

This week in search we had a possible Google algorithm update touch down yesterday, June 27th. Google removed support for social profile markup specifically with the knowledge panels…


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How to Guard Your Google Business Profile from Becoming a Running Joke

Posted by MiriamEllis

When customers walk into your place of business, phone you, or reach out to you via email or social media with a question that’s clearly a lead, you’d never, ever answer:

“Who knows?”

But it’s exactly this, and several related scenarios of absurdity, that have resulted from Google positioning itself as the dominant middle man between customers and local brands while failing to adequately communicate or enforce product policies.

Examples of Google Business Profiles gone bad are often comical, but it’s no laughing matter for your business to shed revenue for the sake of some jester’s joke. Then, spammers jump into the game, and that’s about as humorous as hitting your funny bone. And, sometimes, it’s even somebody on your own staff or a marketer you’ve hired who goofs.

Good local companies work so hard to develop exceptional customer service and a sterling reputation, and the Google Business Profile can brilliantly showcase both when carefully curated. But lack of vigilance over five key sections of this most visible online asset can cumulatively undermine offline goals.

Today, let’s look at some serious gaffes, get you set up to mitigate them, and put a watchdog mindset in your local place of business.

Naming nonsense

One of my favorite Local Tech Leads at Moz, Robert Reis, recently pointed out to me that Google’s sternest local guidelines actually reveal their greatest vulnerabilities. This is certainly true when it comes to Google not wanting brands to keyword stuff business names, because it so clearly appears to impact local pack rankings. Take a look at this all-too-common tomfoolery:

Credit: @DarrenShaw_

Then, there are other cases in which a business listing can be maliciously edited or hijacked by a competitor, an angry customer, or another third party. In this example, not only has the business name been edited, but the website URL has been pointed to ripoffreport.com:

Credit: @keyserholiday

What to do:

Customers may laugh, but certainly, they will not trust business names like these. If someone in your own company has been keyword stuffing, show them Google’s explicit guidelines regarding formatting names to match real-world business titles and edit the name to conform to the rules. Any other course risks losing customers and being reported by the public to Google for a violation.

If you suspect that a competitor’s high rankings are stemming, at least in part, from keyword stuffing, do a little research. Look at the name on their street signage in Google Street View. Take a photo in person if necessary. Look at the name on their website. Phone them to see how they answer the phone. Then, if you’re convinced that the guidelines are being broken, submit your evidence via the Business Redressal Complaint Form. There is no guarantee that Google will act on your report, but this is the main vehicle for seeking action.

If your listing has been hijacked and maliciously edited, I recommend starting by reporting the full details at the Google My Business Help Community. Ask the volunteers there to give you current steps for resolving the hijack. You can’t ever be totally safe from the possibility of hijacking, but do be sure you’ve claimed any GMB listing for your company. Some local SEOs also recommend making occasional null edits (hitting the submit button in your GMB dashboard without changing any of the listing data) as this activity might make your listing less prone to third-party edits.

Review roguery

I like to give business owners the benefit of the doubt for making a judgment call error when they review themselves. But it’s always embarrassing to see any company misusing reviews to sing their own praises, and particularly so when their family members point this out in public:

Credit: @ordacowski

More often, the business is the victim of review shenanigans. Google’s forum is continuously emitting distress signals from business owners who feel they’ve received one or more negative reviews from people they’ve never had a transaction with, as illustrated by this interchange:

And, the hard truth is that some entities have made a business model out of competitive sabotage via negative reviews. The problem has become large enough to make televised news.

What to do:

Falsifying reviews is illegal and has resulted in multi-million-dollar FTC fines in the United States. If you own or market local businesses, adhere to the Consumer Review Fairness Act and read the guidelines of any online platform on which you are receiving or writing reviews. Don’t review your own business or have past or present staff do so. Don’t review your competitors. Don’t incentivize reviews in any way, or post reviews on behalf of anyone else. Don’t hire any marketing firm or use any review management software that violates guidelines.

If your business becomes the subject of a review spam attack, screenshot and document all of the fake reviews, then flag them from inside of your Google My Business dashboard via the three little dots associated with each review. After three days, contact Google through their online chat option to follow up.

Google will make the ultimate decision on whether to remove the reviews and they are quite strict about what they view as negative vs. fake. If Google doesn’t remove the reviews, I would suggest two things. First, I would report the reviews to ReviewFraud and then, if the sentiment in the reviews is damaging enough, you might need to contact an attorney to see if further steps can be taken to prompt removal.

If you suspect a competitor is trying to boost their own rankings with review spam, document what you see and report it via the Google My Business Help Community.

Fatuous photos

“I cannot for the life of me believe that you would allow a normal user to upload photos to my business listing without my approval and you do not give THE OWNER OF THE PAGE the ability to delete them!” – from Google’s Forum.

The above quote typifies the frustration business owners feel regarding yet another element of their Google listing that is open to public contributions. Brands often think of these listings as belonging to them, when, in fact, they belong to Google. Images are considered to be a strong factor in CTR, so it’s particularly aggravating when user-uploaded photos either misrepresent or embarrass the business.

I’ve been shown cases in which people have mysteriously uploaded images that have nothing to do with a business. More often, though, I see photos like the following which highlight some aspect of the company that has disgusted or angered customers:

When something goes wrong with photos, like a bug on Google’s end, failure to size images correctly, or possibly the owner removing images that were previously there, this public warning symbol is definitely not a good look:

Google can also pull random images from website pages into your profile, resulting in your business being represented by something like … melted ice cream?

Credit: @tomwaddington8

Claire Carlisle recently documented Google’s penchant for pointing European users to Google Image Search instead of the photo section of listings. There is some reason to suspect this may happen in the US in the future, which could result in all kinds of strange optics popping up in association with brands.

What to do:

If an image accurately represents a lack of proper management at a location of your business, fix the issue or such imagery will continue to surface. You can then try flagging the photo, identifying yourself as the business owner, and explaining what you’ve done to correct the problem. However, unless the photo violates Google’s guidelines, it’s unlikely to be removed. Barring removal, be sure you are adding as many high-quality photos as possible to your listing to lessen the impact of a single image.

If the image violates Google’s guidelines, click on the name of the person who uploaded it and copy their profile URL. Then, report the user via the Google My Business Help Community, requesting that the profile be removed for failing to adhere to the guidelines.

If you see something like the warning symbol appearing instead of a photo you’ve tried to upload, check the above forum for reports of known bugs. You can always remove your own photos via the trash can symbol in your Google My Business dashboard.

Hours of inconvenience

“This is not a sustainable way to treat a business or customers.” – A reviewer experiencing unmanaged hours of operation

When customers feel that it’s your business playing a joke on them, they’re unlikely to return. This collage of 1-star reviews captures the collateral damage of neglecting to properly manage hours of operation on the web:

What to do:

A consistent theme in these damaging reviews is that customers are checking multiple places on the web to be sure an establishment is open on a given day. We’ve all come to depend on websites and business listings to provide this information, and it’s truly inconvenient when these assets mislead us. Few businesses can afford to let multiple customers down and no business can survive customers sensing they’ve been tricked!

The good news is that the fix for this is quite simple. Google’s tutorial for setting special hours if foolproof, and it will only take you a few minutes each year to ensure your profile displays correct information every day of the year. And, of course, update your website to reflect this data, too.

There are no dumb questions, but…

Sorry to say it, but there are actually some answers that are far from smart. I’ve saved for last the most extreme example of real-world businesses becoming the butt of online jokes.

Google Q&A is beginning to have all the earmarks of an experiment gone astray, and if you’re not actively managing this feature of the Google Business Profile, chances are good that your customers are experiencing a bizarre substitute for customer service.

Brace yourself for this collage:

What to do:

A quick study of the public responses to real consumer questions shows the state of total confusion surrounding this GBP feature. For example, one customer has mistaken it for a “discussion board” not associated with the business; this is incorrect. Others are proclaiming that they aren’t associated with the brand and don’t want to “lead people”, despite responding. Still, others are steering potential patrons away from the brand to a competitor (yikes!).

But, predominantly, we have wags replying to questions without having any information to share. “IDK” and “Why don’t you call them yourself?” typify this ridiculous behavior. Why would anyone waste time doing this, you might ask? We can put it down to two things: the old adage about idle hands and Google’s still-new program of perks for participation. Note how many of the individuals in our collage have achieved Local Guide status for giving out these useless answers. Raise your hands if you’re not impressed.

But now, put your hands back on your keyboard for a little work. Unlike the review medium in which guidelines forbid you being an initiator, Google Questions & Answers invites businesses to post and answer their own FAQs. All you have to do is spend a few minutes populating this area of the Google Business Profile with common questions and responses. Then monitor this feature on an ongoing basis so that customers are receiving a helpful, authoritative response to questions. Q&A is a lead-generating asset and conversions are totally within your control.

Adopting a local watchdog



All five cases of Google Business Profile hijinx share the requirement of vigilance for prevention and mitigation. Manually checking on multiple features week after week is a serious drain on local business owners’ limited time. Businesses with multiple locations are especially prone to becoming distracted from or worn out by the effort.

Putting a devoted watchdog between pranksters, spammers, and your vital Google listings is the smartest thing you can do to maintain them as an influential source of truth about your brand.

Adopt the new and improved Moz Local at your place of business and feel secure knowing:

  • If a third party edits your business name, our software will recognize the change and override it with the authoritative data you’ve provided.
  • Moz Local continuously alerts you to incoming Google reviews so that you can catch any emerging reputation problems quickly and respond to them.
  • You’ll be alerted every time a user-uploaded photo gets added to your Google listing. This is tracked in a continuous feed in your dashboard, and you can even set up email alerts if that’s easier for you. Either way, you’ll be the first to know if someone is uploading images that violate Google’s guidelines.
  • You aren’t disappointing customers anymore with inaccurate hours, because you can set them up well in advance in the Moz Local dashboard. We recommend setting special hours at least 7 days in advance of a known closure.
  • You’ll see all incoming Q&A queries in a continuous dashboard feed, facilitating fast, authoritative responses from your business instead of “IDK”s from random users.

Moz Local is the faithful companion you’re seeking to ensure you’re publishing trustworthy business data, taking maximum control of your online reputation, and maintaining a high level of spam awareness, all in an intuitive, organized dashboard.

Everybody likes a good joke, but your Google Business Profile isn’t the place for one! Ready to put a serious watchdog at your place of business? Learn more about the new Moz Local!

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SEO guide to optimizing your LinkedIn profile for more connections, better leads

Learn how to craft messages for new connections and attract clients to your profile with this SEO guide to LinkedIn optimization.



Please visit Search Engine Land for the full article.


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5 Google Business Profile Tweaks To Improve Foot Traffic

Posted by MiriamEllis

Your agency recommends all kinds of useful tactics to help improve the local SEO for your local business clients, but how many of those techniques are leveraging Google Business Profile (GBP) to attract as many walk-ins as possible?

Today, I’m sharing five GBP tweaks worthy of implementation to help turn digital traffic into foot traffic. I’ve ordered them from easiest to hardest, but as you’ll see, even the more difficult ones aren’t actually very daunting — all the more reason to try them out!

1) Answer Google Q&A quickly (they might be leads)

Difficulty level: Easy

If you have automotive industry clients, chances you’re familiar with Greg Gifford from DealerOn. At a recent local search conference, Greg shared that 40 percent of the Google Q&A questions his clients receive are actually leads

40 percent!

Here’s what that looks like in Google’s Q&A:

It looks like Coast Nissan has a customer who is ready to walk through the door if they receive an answer. But as you can see, the question has gone unanswered. Note, too, that four people have thumbed the question up, which signifies a shared interest in a potential answer, but it’s still not making it onto the radar of this particular dealership.

Nearly all verticals could have overlooked leads sitting in their GBPs — from questions about dietary options at a restaurant, to whether a retailer stocks a product, to queries about ADA compliance or available parking. Every ask represents a possible lead, and in a competitive retail landscape, who can afford to ignore such an opportunity?

The easiest way for Google My Business (GMB) listing owners and managers to get notified of new questions is via the Google Maps App, as notifications are not yet part of the main GMB dashboard. This will help you catch questions as they arise. The faster your client responds to incoming queries, the better their chances of winning the foot traffic.

2) Post about your proximity to nearby major attractions

Difficulty level: Easy

Imagine someone has just spent the morning at a museum, a landmark, park, or theatre. After exploring, perhaps they want to go to lunch, go apparel shopping, find a gas station, or a bookstore near them. A well-positioned Google Post, like the one below, can guide them right to your client’s door:

This could become an especially strong draw for foot traffic if Google expands its experiment of showing Posts’ snippets not just in the Business Profile and Local Finder, but within local packs:

Posting is so easy — there’s no reason not to give it a try. Need help getting your client started? Here’s Google’s intro and here’s an interview I did last year with Joel Headley on using Google Posts to boost bookings and conversions.

3) Turn GBPs into storefronts

Difficulty level: Easy for retailers

With a little help from SWIS and Pointy, your retail clients’ GBPs can become the storefront window that beckons in highly-converting foot traffic. Your client’s “See What’s In Store inventory” appears within the Business Profile, letting customers know the business has the exact merchandise they’re looking for:

Pointy is Google’s launch partner for this game-changing GBP feature. I recently interviewed CEO Mark Cummins regarding the ultra-simple Pointy device which makes it a snap for nearly all retailers to instantly bring their inventory online — without the fuss of traditional e-commerce systems and at a truly nominal cost.

I’ll reiterate my prediction that SWIS is the “next big thing” in local, and when last I spoke with Mark, one percent of all US retailers had already adopted his product. Encourage your retail clients to sign up and give them an amazing competitive edge on driving foot traffic!

4) Make your profile pic a selfie hotspot

Difficulty level: Medium (feasible for many storefronts)

When a client has a physical premise (and community ordinances permit it), an exterior mural can turn through traffic into foot traffic — it also helps to convert Instagram selfie-takers into customers. As I mentioned in a recent blog post, a modest investment in this strategy could appeal to the 43–58 percent of survey respondents who are swayed to shop in locations that are visually appealing.

If a large outdoor mural isn’t possible, there’s plenty of inspiration for smaller indoor murals, here

Once the client has made the investment in providing a cultural experience for the community, they can try experimenting with getting the artwork placed as the cover photo on their GBP — anyone looking at a set of competitors in a given area will see this appealing, extra reason to choose their business over others.

Mark my words, local search marketers: We are on the verge of seeing Americans reject the constricted label of “consumer” in a quest for a more holistic view of themselves as whole persons. Local businesses that integrate art, culture, and community life into their business models will be well-placed to answer what, in my view, is a growing desire for authentic human experiences. As a local search marketer, myself, this is a topic I plan to explore further this year.

5) Putting time on your side

Difficulty level: Medium (feasible for willing clients)

Here’s a pet peeve of mine: businesses that serve working people but are only open 9–5. How can your client’s foot traffic achieve optimum levels if their doors are only open when everybody is at work?

So, here’s the task: Do a quick audit of the hours posted on the GBPs of your client’s direct competitors. For example, I found three craft shops in one small city with these hours:

Guess which competitor is getting all of the business after 6 PM every day of the week, when most people are off work and able to shop?

Now, it may well be that some of your smaller clients are already working as many hours as they can, but have they explored whether their hours are actually ideal for their customers’ needs and whether any time slots aren’t being filled in the community by their competitors? What if, instead of operating under the traditional 9–5, your client switched to 11–7, since no other competitor in town is open after 5 PM? It’s the same number of hours and your client would benefit from getting all the foot traffic of the 9–5-ers.

Alternatively, instead of closing on Saturdays, the business closed on Mondays — perhaps this is the slowest of their weekdays? Being open on the weekend could mean that the average worker can now access said business and become a customer.

It will take some openness to change, but if a business agrees to implementation, don’t forget to update the GMB hours and push out the new hours to the major citation platforms via a service like Moz Local

Your turn to add your best GMB moves

I hope you’ll take some of these simple GBP tips to an upcoming client meeting. And if they decide to forge ahead with your tips, be sure to monitor the outcomes! How great if a simple audit of hours turned into a foot traffic win for your client? 

 In the meantime, if you have any favorite techniques, hacks, or easy GMB wins to share with our community, I’d love to read your comments!

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7 Red Flags to Watch Out For When Auditing Your Link Profile – Whiteboard Friday

Posted by KameronJenkins

From irrelevant, off-topic backlinks to cookie-cutter anchor text, there are more than a few clues hidden in your backlink profile that something spammy is going on. Alone they might not be something to worry about, but in conjunction, common red flags can spell trouble when you’re performing an audit on your backlink profile. In this week’s Whiteboard Friday, Kameron Jenkins shares her best advice from years working with clients on what to watch out for in a link profile audit.


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Video Transcription

Hey, guys. Welcome to this week’s edition of Whiteboard Friday. My name is Kameron Jenkins, and I work here at Moz. Today we’re going to be talking about auditing your backlink profile, why you might want to do it, when you should do it, and then how to do it. So let’s just dive right in.

It might be kind of confusing to be talking about auditing your backlink profile. When I say auditing your backlink profile, I’m specifically talking about trying to diagnose if there’s anything funky or manipulative going on. There’s been quite a bit of debate among SEOs, so in a post-Penguin 4.0 world, we all wonder if Google can ignore spammy backlinks and low-quality backlinks, why would we also need to disavow, which essentially tells Google the same thing: “Just ignore these links.”

I posed three reasons why we might still want to consider this in some situations. 

Why should you audit your backlink profile?

Disavow is still offered

Disavow is still an option — you can go to and submit a disavow file right now if you wanted to.

You can still get manual penalties

Google still has guidelines that outline all of the link schemes and types of link manipulation. If you violate those, you could get a manual penalty. In your Google Search Console, it will say something like unnatural links to your site detected, total or partial. You can still get those. That’s another reason I would say that the disavow is still something you could consider doing.

Google says their stance hasn’t changed

I know there’s like a little bit of back-and-forth about this, but technically Google has said, “Our stance hasn’t changed. Still use the disavow file carefully and when it’s appropriate.” So we’ll talk about when it might be appropriate, but that’s why we consider that this is still a legitimate activity that you could do.

When should you audit your backlink profile?

Look for signs of a link scheme or link manipulation

I would say that, in today’s climate, it’s probably best just to do this when you see overt signs of a link scheme or link manipulation, something that looks very wrong or very concerning. Because Google is so much better at uncovering when there are manipulative links and just ignoring them and not penalizing a whole site for them, it’s not as important, I think, to be as aggressive as we maybe used to be previously. But if you do, maybe you inherit a client and you just look at their link profile for the first time and you notice that there’s something sketchy in there, I might want to consider doing it if there are signs. You’re an SEO. You can detect the signs of whether there’s a link scheme going on.

How do you audit your backlink profile?

Check for red flags in Moz Link Explorer

But if you’re not quite sure how to diagnose that, check for red flags in Moz Link Explorer, and that’s the second part of this. We’re going to go through some red flags that I have noticed. But huge disclaimer — seven possible red flags. Please don’t just take one of these and say, “Oh, I found this,” and immediately disavow.

These are just things that I have noticed over time. I started in SEO in 2012, right around the time of Penguin, and so I did a lot of cleanup of so many spammy links. I kind of just saw patterns, and this is the result of that. I think that’s stayed true over the last couple of years, links that haven’t been cleaned up. Some people are still doing these kinds of low-quality link building techniques that actually could get you penalized.

These are some things that I have noticed. They should just pique your interest. If you see something like this, if you detect one of these red flags, it should prompt you to look into it further, not immediately write off those links as “those are bad.” They’re just things to spark your interest so that you can explore further on your own. So with that big disclaimer, let’s dive into the red flags.

7 possible red flags

1. Irrelevance

Countries you don’t serve

A couple of examples of this. Maybe you are working on a client. They are US-based, and all of their locations are in the US. Their entire audience is US-based. But you get a quick glimpse of the inbound links. Maybe you’re on Link Explorer and you go to the inbound links report and you see a bunch of domains linking to you that are .ru and .pl, and that’s kind of confusing. Why is my site getting a huge volume of links from other countries that we don’t serve and we don’t have any content in Russian or Polish or anything like that? So that might spark my interest to look into it further. It could be a sign of something.

Off-topic links

Another thing is off-topic. My favorite example, just because it was so ridiculous, was I was working with an Atlanta DUI attorney, and he had a huge chunk of backlinks that were from party planning, like low-quality party planning directories, and they didn’t make any sense. I clicked on them just to see what it was. You can go to it and see okay, yes, there really is no reason they should be linking to each other. It was clear he just went to Fiverr and was like, “$ 5, here build me links,” and he didn’t care where they came from. So you might notice a lot of totally off-topic, irrelevant stuff.

But obviously a disclaimer, it might look irrelevant, but then when you dive in further, they are in the same market and they kind of have a co-marketing relationship going on. Just be careful with that. But it could be a sign that there is some link manipulation going on if you have totally off-topic links in there.

2. Anchor text

The second red flag is anchor text. Again, this is another cool report in Moz Link Explorer. You can go in there and see the anchor text report. When I notice that there’s link manipulation going on, usually what I see is that there is a huge majority of their backlinks coming with the same exact anchor text, and usually it’s the exact match keyword that they want to rank for. That’s usually a huge earmark of, hey, they’ve been doing some shady linking.

The example I like to use for this and why that is concerning — and there’s no percentage that’s like, whoa, that’s manipulative. But if you see a really disproportionate percentage of links coming with the same exact anchor text, it might prompt you to look into it further. The example I like to use is, say you meet with five different friends throughout the course of your day, different occasions. They’re not all in the same room with you. You talk to each of them and they all say, “Hey, yeah, my weekend was great, but like I broke my foot.” You would be suspicious: “What, they all broke their foot? This is weird. What’s going on?”

Same thing with anchor text. If you’re earning links naturally, they’re not all going to look the same and mechanical. Something suspicious is probably going on if they’re all linking with the exact same anchor text. So that’s that.

3. Nofollow/follow

Nofollow to follow, this is another one — please don’t use this as a sweeping rule, because I think even Russ Jones has come out and said at a mass scale that’s not a good predictor of spamminess. But what I have tended to see is usually if they also have spammy anchor text and they’re irrelevant, usually I also see that there’s a really, really disproportionate ratio of nofollow to follow. Use these red flags in conjunction with each other. When they start to pile on, it’s even more of a sign to me that there’s something fishy going on.

Nofollow to follow, you might see something ridiculous. Again, it’s something you can see in Link Explorer. Maybe like 99% of all of their backlinks are follow, which are the ones that pass PageRank. If you’re going to do a link scheme, you’re going to go out and get the ones that you think are going to pass PageRank to your site. Then one percent or no percent is nofollow. It may be something to look into.

4. Links/domains

Same thing with links to domains. Again, not an overt sign of spamminess. There’s no magic ratio here. But sometimes when I notice all of these other things, I will also notice that there’s a really disproportionate ratio of, say, they have 10,000 inbound links, but they’re coming from only 5 domains. Sometimes this happens. An example of this: I was auditing a client’s backlink profile, and they had set up five different websites, and on those websites they had put site-wide links to all of their other websites. They had created their own little network. By linking to each other, they were hoping to bolster all of their sites’ authority. Obviously, be careful with something like that. It could indicate that you’re self-creating follow links, which is a no-no.

5. Domain naming

“DIR” or “directory”

This one is just kind of like the eyeball test, which I’ll get to later. If you go to your inbound links, you can start to notice domain names that just look weird, and they’ll start to look off the more you look into stuff like this. When I was doing a lot of backlink auditing, what I noticed was that a lot of these spammier links came from low-quality directory submission sites. A lot of those tend to have or they would say “directory” in it or “DIR,” so like bestlinkdir.co, whatever. A lot of times when they have naming conventions like that, I have noticed that those tend to be low-quality directory submission sites. You could even eyeball or scan and see if there are any “DIR” directory-type of links.

“Article”

Same thing with articles. Like back in the day, when people use to submit like e-zine articles or Article Base or something like that, if it has the word “article” in the domain name, it might be something to look into. Maybe they were doing some low-quality article submission with backlinks to their site. 

“SEO”/”links”

Then if you tend to see a lot of links in their backlink profile that have like SEO link type naming conventions, unless you’re working on a site that is in the SEO space, they shouldn’t have a bunch of links that say like bestSEOsite.com or bestlinksforyou.com. I’ve seen a lot of that. It’s just something that I have noticed. It’s something to maybe watch out for.

6. Tool metrics

These can be super helpful. If you see tool metrics that maybe there is a really high Spam score, it’s something to look into. It might be helpful that Moz on their Help Hub has a list of all 27 criteria that they look at when evaluating a site’s spamminess. That might be something helpful to look into how Moz’s Spam Score calculates spamminess. 

DA and PA, just to know on this Domain Authority and Page Authority, if you see links coming from low DA or low PA URLs, just make sure you don’t write those off right off the bat. It could just be that those domains are very new. Maybe they haven’t engaged in a lot of marketing yet. It doesn’t necessarily mean they’re spammy. It just means they haven’t done much to earn any authority. Watch out for kind of writing off links and thinking they’re spammy just because they have a low DA or PA. Just something to consider.

7. Eyeball test

Then finally we have the eyeball test. Like I said, the more you do this, and it’s not something that you should be engaging in constantly all the time nowadays, but you’ll start to notice patterns if you are working on clients with spammier link profiles. These kind of low-quality sites tend to have like the same template. You’ll have 100 sites that are all blue. They have the exact same navigation, exact same logo. They’re all on the same network. You’ll start to notice themes like that. A lot of times they don’t have any contact information because no one maintains the things. They’re just up for the purpose of links. They don’t care about them, so no phone number, no contact information, no email address, nothing. Also a telltale sign, which I tend to notice on these like self-submission type of link sites is they’ll have a big PayPal button on the top and it will say, “Pay to Submit Links” or even worse it will be like “Uses this PayPal to get your links removed from this site,” because they know that it’s low-quality and people ask them all the time. Just something to consider on the eyeball test front.

I hope this was helpful. Hopefully it helped you understand when you might want to do this, when you might not want to do this, and then if you do try to engage in some kind of link audit, some things to watch out for. So I hope that was helpful. If you have any tips for this, if you’ve noticed anything else that you think would be helpful for other SEOs to know, drop it in the comments.

That’s it for this week’s Whiteboard Friday. Come back again next week for another one.

Check my link profile!

Video transcription by Speechpad.com

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5 Brands That Used Influencer Marketing to Raise Their Profile

Influencer marketing is more than just a marketing buzzword these days. More companies are utilizing this marketing method to boost sales and grow their brands.

For those still confused about what influencer marketing is, it’s simply the act of promoting or selling products or services via influencers, or people who have the ability to affect a brand. Where the main influencers before were celebrities and industry leaders, today’s influencers are more varied. Nowadays, top brands are seeking out bloggers, food critics, makeup mavens and celebrities who rose to fame on platforms like YouTube and Instagram.

Brands that Benefited from Influencer Marketing

Influencer marketing provides a lot of benefits. Brands can reach the relevant demographic and enjoy high levels of engagement. It’s also affordable and can help retain a brand’s authenticity. Numerous companies have already successfully leveraged these people to give their brand a boost.

Clinique for Men

Clinique is renowned for its hypoallergenic skincare for women. When the iconic cosmetic company launched a men’s line, they raised product awareness by partnering with a disparate group of male influencers from various professions. These influencers consisted of filmmakers, outdoorsmen, stylists, and lifestyle bloggers, each representing a group of men who would be interested in using Clinique for Men. Every post used in the campaign was unique and defined the influencer. For instance, surfer Mikey de Temple posted a photo of himself wearing his surf gear, with his surfboard in the background, along with a Clinique product.

Clinique’s campaign was golden for several reasons. One, the company’s choice of influencers were so diverse that it expanded the product’s reach. Also, the posts integrated the product smoothly into a setting that was so natural to the influencer. This helped create a more organic interest in Clinique’s men’s line.

Fashion Nova

One brand that has truly embraced influencer marketing is Fashion Nova. According to the company’s founder and CEO, Richard Saghian, Fashion Nova is a viral store that works with 3,000 to 5,000 influencers. Its aggressive marketing efforts rely on lots of model and celebrity influencers, like Kylie Jenner and beauty vlogger Blissful Brii. The former has 93.8 million followers on Instagram while the latter has 93 thousand subscribers on YouTube. These two influencers alone have garnered millions of engagements, likes, and comments for the company.

While other brands go for low-key but very relatable influencers, Fashion Nova went for the celebrities. While this will obviously net a company high-levels of engagement, it can also be costly. But as Fashion Nova has proven, it’s a worthwhile investment.

Lagavulin’s Whiskey Yule Log

This is a magnificent example of how an influencer marketing campaign made a product culturally relevant to a generation. Young people might not have a taste for single malt whiskey, but Lagavulin’s 2016 campaign featuring Nick Offerman changed that. Offerman’s iconic Parks and Rec character, Ron Swanson, is known for his love of whisky. Lagavulin’s 45-minute video took inspiration from YouTube’s yule log videos and simply showed Offerman quietly sipping and enjoying his whiskey next to a fireplace.

The campaign was a success because Lagavulin found the perfect influencer for its brand. Offerman’s character proved to be a critical match for the target audience. As a matter of fact, the campaign was so good that it won an award for Best Influencer & Celebrity Campaign.

Zafferano

Zafferano does not have the same name recall as Nobu or other famous restaurants. But this Singapore-based establishment is a prime example of how social media can be used to boost audience engagement. The company tapped 11 Instagram influencers who are popular in the lifestyle and food category. They invited them to the restaurant for a special meal and in turn, they shared photos of the dishes on Instagram. The influencers also described the dishes and their dining experience. Details like price and availability were also included.

Zafferano’s campaign is notable because of the experience it created for the influencers. This, in turn, helped them come up with authentic and sincere reviews. Since the campaign had such a genuine feel, it encouraged followers to interact and engage with the posts.

Zara

Clothing powerhouse Zara was one of the most profitable companies in 2015, and that’s partly because of its successful influencer marketing campaign. The company’s social media marketing campaign got some help from several top fashion-forward Instagrammers. The Instagram posts shared by these popular influencers showcased Zara’s clothing lines and their followers used these photos to get ideas on what’s currently trending as well as tips on how to work a particular style.

Related image

Zara’s campaign was a success because the company handed the control over to the fashion influencers, the people that customers looked to for fashion advice. The content that was used in the campaign was subtle and useful, which made it even more valuable to the influencers’ thousands of followers.

[Featured image via YouTube]

The post 5 Brands That Used Influencer Marketing to Raise Their Profile appeared first on WebProNews.


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Influencer Marketing: Should You Pursue High Profile or Socially Authoritative Brand Advocates?

searching-for-influencers

We’ve been talking a lot about influencers lately – and with good reason. The right mix of thought leaders and valuable content can catapult any integrated marketing campaign into vast new heights and audiences. Finding and connecting with those ideal influencers, however, has always been the challenge.

While there are multiple discovery tools available for influencer marketing research, identifying your influencers is only part of the battle. The next part is reconciling them with your overall program objectives. It’s here that we’ve witnessed disconnects between marketing teams and their executive leadership – and where the need for executive buy-in is crucial for any influencer marketing campaign. Executives may crave big names – chief executives of major industry organizations who may/may not have an active social presence.

Additionally, any influencer marketing campaign should always provide value to your influencers (as well as your brand). In order to get the right influencers on board, it needs to be a mutually beneficial relationship.

As you look to achieve executive buy-in for any influencer campaigns, recognize the pros/cons of social influence as the primary determinant for your research.

Seeking High Profile Influencers

Those who venture into the world of influencer marketing may dream of attracting major executives or thought leaders into their campaigns. These influencers may likely contribute regularly to high-visibility blogs like Forbes, Search Engine Watch, or their own personal blogs.

Collaborating with a high profile influencer could add instant credibility to your marketing initiatives, though relying on this metric alone can reduce overall amplification potential.

  • Pros of Collaborating with High Profile Influencers
    • Immediate access to a large audience, with a variety of audience and traits
    • Instant credibility for your message with media, press relations
  • Potential Hurdles of Collaborating with High Profile Influencers
    • If social presence is limited, campaign might not have long-term viability
    • Getting participation from high profile influencers may be challenging

Availability is the primary barrier for connecting with big names for your content. Assume that most high-visibility influencers are fielding requests like yours every day, and might not have the time to fully dedicate themselves to your program. Again, this is where the value you offer to the influencers you work with comes into play. Do what you can to make it easy for them to participate and clearly articulate the potential value to them for collaborating.

Focusing on Socially Active Influencers

When we look to define what makes an influencer, clout definitely plays a factor. But what if we also look for those who trade major publication bylines for frequent social activities?

These are your potential advocates – influencers who already dedicate significant time to foster their social communities. They may or may not have the immediate draw of big name contacts, but they can offer sustained support beyond the initial campaign launch.

  • Pros of Socially Active Influencers
    • Built-in social amplification opportunities with current audience
    • Greater availability and variety in verticals and messaging
  • Potential Hurdles Working with Socially Active Influencers
    • Overall reach limited may be limited
    • Must build credibility overtime without well-known influencers

Building credibility is the main challenge in collaborating with influencers that are socially active but are not high profile. However, they in turn offer greater opportunities for long-term relationships between themselves and your brand.

Circle Back to the Objectives

When weighing the decision to prioritize what types of influencers you pursue, it always helps to review the overall program objectives. Is your influencer campaign built around awareness of a major initiative or product launch? Perhaps you may want to consider collaborating with some high profile influencers to add credibility to your brand message.

Conversely, are you looking to build a long-term campaign that dissects industry changes and teaches new processes? In this case, socially active influencers might be advantageous in that evergreen scenario.

What combination of high profile and socially authoritative influences have you found works best for your organization?

Image via Shutterstock 


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Introducing Followerwonk Profile Pages

Posted by petebray

Followerwonk has always been primarily about social graph analysis and exploration: from tracking follower growth, comparing relationships, and so on.

Followerwonk now adds content analysis and user profiling, too

In the Analyze tab, you’ll find a new option to examine any Twitter user’s tweets. (Note that this is a Pro-only feature, so you’ll need to be a subscriber to use it.)

You can also access these profile pages by simply clicking on a Twitter username anywhere else in Followerwonk.

For us, this feature is really exciting, because we let you analyze not just yourself, but other people too. In fact, Pro users can analyze as many other Twitter accounts as they want!

Now, you’ll doubtlessly learn lots by analyzing your own tweets. But you already probably have a pretty good sense of what content works well for you (and who you engage with frequently).

We feel that Profile Pages really move the needle by letting you surface the relationships and content strategies of competitors, customers, and prospects.

Let’s take a closer look.

Find the people any Twitter user engages with most frequently

Yep, just plug in a Twitter name and we’ll analyze their most recent 2000 tweets. We’ll extract out all of the mentions and determine which folks they talk to the most.

Here, we see that 
@dr_pete talks most frequently with (or about) Moz, Rand, Elisa, and Melissa. In fact, close to 10% of his tweets are talking to these four! (Note the percentage above each listed name.)

This analysis is helpful as it lets you quickly get a sense for the relationships that are important for this person. That provides possible inroads to that person in terms of engagement strategies.

Chart when and what conversations happen with an analyzed user’s most important relationships

We don’t just stop there. By clicking on the little “see engagement” link below each listed user, you can see the history of the relationship.

Here, we can see when the engagements happened in the little chart. And we actually show you the underlying tweets, too.

This is a great way to quickly understand the context of that relationship: is it a friendly back and forth, a heated exchange, or the last gasp of a bad customer experience? Perhaps the tweets from a competitor to one his top customers occurred weeks back? Maybe there’s a chance for you to make inroads to that customer?

There’s all sorts of productive tea-reading that can happen with this feature. And, by the way, don’t forget that you already have the ability to track all the relationships a competitor forms (or breaks), too.

Rank any Twitter user’s tweets by importance to surface their best content

This is my favorite feature—by far—in Followerwonk.

Sure, there are other tools that tell you your most popular tweets, but there are few that let you turn that feature around and examine other Twitter users. This is important because (let’s face it) few of us have the volume of RTs and favorites to make self-analysis that useful. But when we examine top Twitter accounts, we come away with hints about what content strategies they’re using that work well.

Here we see that Obama’s top tweets include a tribute, an irreverent bit of humor, and an image that creatively criticizes a recent Supreme Court ruling. What lessons might you draw from the content that works best for Obama? What content works best for other people? Their image tweets? Tweets with humor? Shorter tweets? Tweets with links? Go do some analyzing!

Uncover top source domains of any Twitter users

Yep, we dissect all the URLs for any analyzed user to assemble a list of their top domains.

This feature offers a great way to quickly snapshot the types of content and sources that users draw material from. Moreover, we can click on “see mentions” to see a timeline of when those mentions occurred for each domain, as well as what particular tweets accounted for them.

In sum…

These features offer exciting ways to quickly profile users. Such analysis should be at the heart of any engagement strategy: understand who your target most frequently engages with, what content makes them successful, and what domains they pull from.

At the same time, this approach reveals content strategies—what, precisely, works well for you, but also for other thought leaders in your category. Not only can you draw inspiration from this approach, but you can find content that might deserve a retweet (or reformulation in your own words).

I don’t want to go too Freudian on you, but consider this: What’s the value of self-analysis? I mean that to say that unless you have a lot of data, any analytics product isn’t going to be totally useful. That’s why this addition in Followerwonk is so powerful. Now you can analyze others, including thought leaders in your particular industry, to find the secrets of their social success.

Start analyzing!

Finally, this is a bittersweet blog post for me. It’s my last one as a Mozzer. I’m off to try my hand at another bootstrapping startup: this time, software that lets you build feature tours and elicit visitor insights. I’m leaving Followerwonk in great hands, and I look forward to seeing awesome new features down the line. Of course, you can always stay in touch with me on Twitter. Keep on wonkin’!

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