Tag Archive | "Right"

Authentic Blogging: Stop Trying To Make The Right Impression And Start Being Yourself

Have you ever written a blog post and read it back only to find it sounds nothing like your style or voice? A lot of new bloggers create a frame in their mind about how they think they need to present themselves to the world. This is especially true when starting…

The post Authentic Blogging: Stop Trying To Make The Right Impression And Start Being Yourself appeared first on Yaro.blog.

Entrepreneurs-Journey.com by Yaro Starak

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Amazon Now Delivers Right to Your Car Trunk, Covers Select US Cities

On Tuesday, Amazon launched another option for package delivery, not to your doorstep, but right to your car trunk. The latest feature is an iteration of its Amazon Key service that lets delivery drivers place parcels inside your home.  

Similar to its in-home service, in-car delivery works by giving Amazon access to your vehicle via the Key app. Delivery people can now unlock your parked car and put the package in the trunk. With a few taps, the car can be locked again.

This delivery service is less intrusive than the in-home option that received numerous complaints when it was introduced in November of last year. Shoppers feared that the service would let intruders into their homes, and others felt it was an infringement of their privacy. However, unlike deliveries made inside your home, in-car deliveries since the service doesn’t require the installation of a camera and compatible smart lock. Customers will only get updates once the item is delivered and alerts when the car is unlocked and relocked through the Key app.

Users might be wary of granting short, unrestricted access to their cars, but Amazon assures that the entire process is secure. There are several layers of verification, including an encrypted authentication process, before the car is unlocked. And to prevent unauthorized access, couriers are allowed to unlock vehicles only once for every delivery.

On the day of delivery, customers get a four-hour window of time in which to receive their package. They have to park their cars within the two-block radius of the delivery address. In-car deliveries can only be made to stationary vehicles in open, street-level public spaces to locate them easily. Satellite signals are weaker in multi-level or underground parking garages and couriers can’t enter restricted gated spaces.  

Few cars support door openings through an app or connected car services plan. For now, in-car delivery is limited to Chevrolet, Buick, GMC and Cadillac with active OnStar subscription, and Volvo with active On Call accounts. All vehicle models must 2015 or newer. But Amazon assured its members that the service will be expanded to include more car makes and models.

In-car delivery is available for millions of items on the eCommerce platform. However, there are certain restrictions to this option, such as big boxes that won’t fit inside the trunk and high-value items that require a signature. And if your car gets damaged during delivery, Amazon will take care of it.  

Amazon is currently delivering to 37 US cities but intends to cover more areas in the near future. According to Peter Larsen, Amazon’s delivery technology vice president, the Key service is “working as designed” and recorded fewer redeliveries of packages. Innovations like these, although controversial, are Amazon’s response to rising incidents of package theft as online shopping becomes increasingly popular.  

The post Amazon Now Delivers Right to Your Car Trunk, Covers Select US Cities appeared first on WebProNews.


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eBay’s New AR Feature Makes Finding the Right Shipping Box a Lot Easier

eBay has now made it easier for sellers to ship their items by using augmented reality to pick the right USPS box, the company announced in a Monday press release.

Using Google’s ARCore platform on Android, eBay leverages motion tracking and environmental recognition to help sellers superimpose virtual shipping boxes of various sizes over a physical product.

Aside from accurate sizing, the new AR feature will help sellers quickly compute for actual shipping costs, as well as save time from having to test boxes at the post office.

The new feature can be found in the “Selling” part of your eBay account. To try it, tap on “Will it Fit?” option on your smartphone. You’ll then have to place your item on a flat, non-reflective surface, say a wooden tabletop, for the AR to work.

Next, tap on your item to place the virtual box over it, then aim the smartphone camera around it to map the surrounding area. You can move around the box and look from all angles to see if the product sticks out while adding room for padding. Once you’ve picked the box, you’re now ready to ship out the item.  

Sellers on eBay ship billions of items annually, so any innovation that simplifies the shipping process will likely be well-received.

“By coupling Google’s ARCore platform with premiere AR technology built at eBay, we are continuing to make the selling experience more seamless,” James Meeks, eBay mobile head, pointed out. “This technology is just one example of the types of innovation we’re working on to transform eBay. It demonstrates our continual innovation on behalf our sellers to help them save time and remove barriers.”

However, the AR feature of the updated eBay app is currently only available on a few Android ARCore-compatible devices in the US. There are plans to eventually extend the feature to iOS devices, but no timetable has been set yet.

[Featured image via eBay]

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Fix This Writing Mistake to Engage Readers with the Right Challenges

In college, there are three kinds of classes. First, there’s the blow-off classes, where 80 percent of your grade comes from fill-in-the-blank worksheets. To pass, all you really have to do is show up. Then, there are the classes taught by “real hardasses.” These classes kept you up well past midnight, flipping frenetically through flashcards,
Read More…

The post Fix This Writing Mistake to Engage Readers with the Right Challenges appeared first on Copyblogger.


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What to get right before launching a global business

Columnist Thomas Stern shares how taking care of business at home helps ensure global success.

The post What to get right before launching a global business appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


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

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Google Moves AMP Icon To Top Right In Top Stories Carousel

Google has moved the AMP icon from the bottom left position to the top right position of the Top Stories carousel cards. I am not sure exactly when it was moved, but for as long as I can remember…


Search Engine Roundtable

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Geomodified Searches, Localized Results, and How to Track the Right Keywords and Locations for Your Business – Next Level

Posted by jocameron

Welcome to the newest installment of our educational Next Level series! In our last episode, our fearless writer Jo Cameron shared how to uncover low-value content that could hurt your rankings and turn it into something valuable. Today, she’s returned to share how to do effective keyword research and targeting for local queries. Read on and level up!


All around the world, people are searching: X sits at a computer high above the city and searches dreamily for the best beaches in Ko Samui. Y strides down a puddle-drenched street and hastily types good Japanese noodles into an expensive handheld computer. K takes up way too much space and bandwidth on the free wireless network in a chain coffee house, which could be located just about anywhere in the world, and hunts for the best price on a gadgety thing.

As we search, the engines are working hard to churn out relevant results based on what we’re searching, our location, personalized results, and just about anything else that can be jammed into an algorithm about our complex human lives. As a business owner or SEO, you’ll want to be able to identify the best opportunities for your online presence. Even if your business doesn’t have a physical location and you don’t have the pleasure of sweeping leaves off your welcome mat, understanding the local landscape can help you hone in on keywords with more opportunity for your business.

In this Next Level post, we’ll go through the different types of geo-targeted searches, how to track the right keywords and locations for your business in Moz Pro, and how to distribute your physical local business details with Moz Local. If you’d like to follow along with this tutorial, get started with a free 30-day trial of Moz Pro:

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Whether your customer is two streets away or gliding peacefully above us on the International Space Station, you must consider how the intertwining worlds of local and national search impact your online presence.


Geomodified searches vs. geolocated searches

First, so you can confidently stride into your next marketing meeting and effortlessly contribute to a related conversation on Slack, let’s take a quick look at the lingo.

Geomodified searches include the city/neighborhood in the search term itself to target the searcher’s area of interest.

You may have searched some of these examples yourself in a moment of escapism: “beaches in Ko Samui,” “ramen noodles in Seattle,” “solid state drive London,” or “life drawing classes London.”

Geomodified searches state explicit local intent for results related to a particular location. As a marketer or business owner, tracking geomodified keywords gives you insight into how you’re ranking for those searches specifically.

Geolocated searches are searches made while the searcher is physically located in a specific area — generally a city. You may hear the term “location targeting” thrown about, often in the high-roller realm of paid marketing. Rather than looking at keywords that contain certain areas, this type of geotargeting focuses on searches made within an area.

Examples might include: “Japanese noodles,” “Ramen,” “solid state drive,” or “coffee,” searched from the city of Seattle, or the city of London, or the city of Tokyo.

Of course, the above ways of searching and tracking are often intertwined with each other. Our speedy fingers type demands, algorithms buzz, and content providers hit publish and bite their collective nails as analytics charts populate displaying our progress. Smart SEOs will likely have a keyword strategy that accounts for both geomodified and geolocated searches.

Researching local keywords

The more specific your keywords and the location you’re targeting, generally, the less data you’ll find. Check your favorite keyword research tool, like Keyword Explorer, and you’ll see what I’m talking about. In this example, I’m looking at search volume data for “japanese noodles” vs. “japanese noodles london.”

“Japanese noodles”

“Japanese noodles London”

So, do I toss this geomodified keyword? Hold on, buddy — while the Monthly Volume decreases, take a look at that Difficulty score — it increases. It’s an easy search term to dismiss, since the search volume is so low, but what this tells me is that there’s more to the story.

A search for “japanese noodles” is too broad to divine much of the searcher’s intent — do they want to make Japanese noodles? Learn what Japanese noodles are? Find an appetizing image?… and so on and so forth. The term itself doesn’t give us much context to work with.

So, while the search volume may be lower, a search for “japanese noodles london” means so much more — now we have some idea of the searcher’s intent. If your site’s content matches up with the searcher’s intent, and you can beat your competition in the SERPs, you could find that the lower search volume equates to a higher conversion rate, and you could be setting yourself up for a great return on investment.

Digging into hyperlocal niches is a challenge. We’ve got some handy tips for investigating hyperlocal keywords, including using similar but slightly larger regions, digging into auto-suggest to gather keyword ideas, and using the grouping function in Keyword Explorer.

Testing will be your friend here. Build a lovely list, create some content, and then test, analyze, and as the shampoo bottle recommends, rinse and repeat.


Localized ranking signals and results

When search engines impress us all by displaying a gazillion results per point whatever of a second, they aren’t just looking inwards at their index. They’re looking outwards at the searcher, figuring out the ideal pairing of humans and results.

Local rankings factors take into consideration things like proximity between the searcher and the business, consistency of citations, and reviews, to name just a few. These are jumbled together with all the other signals we’re used to, like authority and relevancy. The full and glorious report is available here: https://moz.com/local-search-ranking-factors

I often find myself returning to the local search ranking factors report because there’s just so much to digest. So go ahead bookmark it in a folder called “Local SEO” for easy reference, and delight in how organized you are.

While you may expect a search for “life drawing” to turn up mostly organic results, you can see the Local Pack is elbowing its way in there to serve up classes near me:

And likewise, you may expect a search for “life drawing london” to show only local results, but lookie here: we’ve also got some top organic results that have targeted “life drawing london” and the local results creep ever closer to the top:

From these examples you can see that localized results can have a big impact on your SEO strategy, particularly if you’re competing with Local Pack-heavy results. So let’s go ahead and assemble a good strategy into a format that you can follow for your business.


Tracking what’s right for your business

With your mind brimming with local lingo, let’s take a look at how you can track the right types of keywords and locations for your business using Moz Pro. I’ll also touch on Moz Local for the brick-and-mortar types.

1. Your business is rocking the online world

Quest: Track your target keywords nationally and keep your eye on keywords dominated by SERP features you can’t win, like Local Packs.

Hey there, w-w-w dot Your Great Site dot com! You’re the owner of a sweet, shiny website. You’re a member of the digital revolution, a content creator, a message deliverer, a gadgety thingy provider. Your customers are primarily online. I mean, they exist in real life too, but they are also totally and completely immersed in the online world. (Aren’t we all?)

Start by setting up a brand-new Moz Pro Campaign for your target location.

Select one of each search engine to track for your location. This is what I like to call the full deck:

Another personal favorite is what I call the “Google Special.” Select Google desktop and Google Mobile for two locations. This is especially handy if you want to track two national locations in a single Campaign. Here I’ve gone with the US and Canada:

I like to track Google Mobile along with Google desktop results. Ideally you want to be performing consistently in both. If the results are hugely disparate, you may need to check that your site is mobile friendly.

Pour all your lovely keywords into the Campaign creation wizard. Turn that keyword bucket upside-down and give the bottom a satisfying tap like a drum:

Where have we found all these lovely keywords? Don’t tell me you don’t know!

Head over to Keyword Explorer and enter your website. Yes, friend, that’s right. We can show you the keywords your site is already ranking for:

I’m going to leave you to have some fun with that, but when you’re done frolicking in keywords you’re ranking for, keywords your competitors are ranking for, and keywords your Mum’s blog is ranking for, pop back and we’ll continue on our quest.

Next: Onward to the SERP features!

SERP features are both a blessing and a curse. Yes, you could zip to the top of page 1 if you’re lucky enough to be present in those SERP features, but they’re also a minefield, as they squeeze out the organic results you’ve worked so hard to secure.

Luckily for you, we’ve got the map to this dastardly minefield. Keep your eye out for Local Packs and Local Teasers; these are your main threats.

If you have an online business and you’re seeing too many local-type SERP features, this may be an indication that you’re tracking the wrong keywords. You can also start to identify features that do apply to your business, like Image Packs and Featured Snippets.

When you’re done with your local quest, you can come back and try to own some of these features, just like we explored in a previous Next Level blog post: Hunting Down SERP Features to Understand Intent & Drive Traffic

2. Your business rocks customers in the real world

Quest: Track keywords locally and nationally and hone in on local SERP features + the wonderful world of NAP.

What if you run a cozy little cupcake shop in your cozy little city?

Use the same search engine setup from above, and sprinkle locally tracked keywords into the mix.

If you’re setting up a new Campaign, you can add both national and local keywords like a boss.

You can see I’ve added a mouthwatering selection of keywords in both the National Keywords section and in the Local Keywords field. This is because I want to see if one of my cupcake shop’s landing pages is ranking in Google Desktop, Google Mobile, and Yahoo and Bing, both nationally and locally, in my immediate vicinity of Seattle. Along with gathering comparative national and local ranking data, the other reason to track keywords nationally is so you can see how you’re doing in terms of on-page optimization.

Your path to cupcake domination doesn’t stop there! You’re also going to want to be the big player rocking the Local Pack.

Filter by Local Pack or Local Teaser to see if your site is featured. Keep your eye out for any results marked with a red circle, as these are being dominated by your competitors.

The wonderful world of NAP

As a local business owner, you’ll probably have hours of operation, and maybe even one of those signs that you turn around to indicate whether you’re open or closed. You also have something that blogs and e-commerce sites don’t have: NAP, baby!

As a lingo learner, your lingo learning days are never over, especially in the world of digital marketing (actually, just make that digital anything). NAP is the acronym for business name, address, and phone number. In local SEO you’ll see this term float by more often than a crunchy brown leaf on a cold November morning.

NAP details are your lifeblood: You want people to know them, you want them to be correct, and you want them to be correct everywhere — for the very simple reason that humans and Google will trust you if your data is consistent.

If you manage a single location and decide to go down the manual listing management route, kudos to you, my friend. I’m going to offer some resources to guide you:

3. You manage multiple local businesses with multiple locations

Quest: Bulk-distribute business NAP, fix consistency issues, and stamp out duplicates.

If you are juggling a bunch of locations for your own business, or a client’s, you’ll know that in the world of citation building things can get out of hand pretty gosh-darn quick. Any number of acts can result in your business listing details splitting into multiple fragments, whether you moved locations, inherited a phone number that has an online past, or someone in-house set up your listings incorrectly.

While a single business operating out of a single location may have the choice to manually manage their listing distribution, with every location you add to your list your task becomes exponentially more complex.

Remember earlier, when we talked about those all-important local search ranking factors? The factors that determine local results, like proximity, citation signals, reviews, and so on? Well, now you’ll be really glad you bookmarked that link.

You can do all sorts of things to send appealing local signals to Google. While there isn’t a great deal we can do about proximity right now — people have a tendency to travel where they want to — the foundational act of consistently distributing your NAP details is within your power.

That’s where Moz Local steps in. The main purpose of Moz Local is to help you publish and maintain NAP consistency in bulk.

First, enter your business name and postcode in the free Check Listing tool. Bounce, bounce…

After a few bounces, you’ll get the results:

Moz Local will only manage listings that have been “verified” to prevent spam submissions.

If you’re not seeing what you’d expect in the Check Listing tool, you’ll want to dig up your Google Maps and Facebook Places pages and check them against these requirements on our Help Hub.

When you’re ready to start distributing your business details to our partners, you can select and purchase your listing. You can find out more about purchasing your listing, again on our Help Hub.

Pro Tip: If you have lots of local clients, you’ll probably want to purchase via CSV upload. Follow our documentation to get your CSV all spruced up and formatted correctly.

If tracking your visibility and reputation is high on your to-do list, then you’ll want to look at purchasing your listings at the Professional or Premium level.

We’ll track your local and organic rankings for your Google My Business categories by default, but you can enter your own group of target keywords here. We account for the geographic location of your listings, so be sure to add keywords without any geomodifiers!

If you want to track more keywords, we’ve got you covered. Hop on over to Moz Pro and set up a Campaign like we did in the section above.

4. You’re a dog trainer who services your local area without a storefront

Quest: Help owners of aspiring good dogs find your awesome training skills, even though you don’t have a brick-and-mortar storefront.

At Moz HQ, we love our pooches: they are the sunshine of our lives (as our Instagram feed delightfully confirms). While they’re all good doggos, well-trained pooches have a special place in our hearts.

But back to business. If you train dogs, or run another location-specific business without a shop front, this is called a service-area business (or SAB, another term to add to the new lingo pile).

Start by tracking searches for “dog trainer seattle,” and all the other keywords you discovered in your research, both nationally and locally.

I’ve got my Campaign pulled up, so I’m going to add some keywords and track them nationally and locally.

You may find that some keywords on a national level are just too competitive for your local business. That’s okay! You can refine your list as you go. If you’re happy with your local tracking, then you can remove the nationally tracked keywords from your Campaign and just track your keywords at the local level.

Pro Tip: Remember that if you want to improve your Page Optimization with Moz Pro, you’ll have to have the keyword tracked nationally in your Campaign.

In terms of Moz Local, since accuracy, completeness, and consistency are key factors, the tool pushes your complete address to our partners in order to improve your search ranking. It’s possible to use Moz Local with a service-area business (SAB), but it’s worth noting that some partners do not support hidden addresses. Miriam Ellis describes how Moz Local works with service-area businesses (SABs) in her recent blog post.

Basically, if your business is okay with your address being visible in multiple places, then we can work with your Facebook page, provided it’s showing your address. You won’t achieve a 100% visibility score, but chances are your direct local competitors are in the same boat.


Wrapping up

Whether you’re reaching every corner of the globe with your online presence, or putting cupcakes into the hands of Seattleites, the local SEO landscape has an impact on how your site is represented in search results.

The key is identifying the right opportunities for your business and delivering the most accurate and consistent information to search engines, directories, and your human visitors, too.

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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How to Build the Right Content Marketing Strategy for SEO Growth

Posted by AlliBerry3

Delivering content that best serves the needs of users is certainly top-of-mind for many SEOs since the Hummingbird algorithm update and subsequent buzz around RankBrain. It sounds easy enough in theory, but what does that actually mean in practice? Many SEOs believe that they’re already doing this by driving their content strategy by virtue of keyword research alone.

The problem with solely using keywords to drive your content strategy is that not all of your audience’s content needs are captured in search. Ask your nearest customer service representative what questions they answer every day; I can guarantee that you won’t find all of those questions with search volume in a keyword research tool.

Keyword research can also tempt you to develop content that your brand really shouldn’t be creating because you don’t have anything unique to say about it. Sure, you could end up increasing organic traffic, but are those going to be converting customers?

Moving away from a keyword-first-driven content strategy and into an audience-centric one will put you in a better place for creating SEO content that converts. Don’t get me wrong — there’s still an important place for keyword research. But it belongs later in the process, after you’ve performed a deep dive into your audience and your own brand expertise.

This is an approach that the best content marketers excel at. And it’s something that SEOs can utilize, too, as they strive to provide more relevant and higher-quality content for your target audiences.


How is an audience-focused content strategy different from a keyword-focused content strategy?

A content marketing strategy starts with the target audience and dives deeper into understanding your brand’s expertise and unique value proposition. Keyword research is great at uncovering how people talk about topics relevant to your brand, but it is limiting when it comes to audience understanding.

Think about one of your prospective customer’s journey to conversion. Is search the only channel they utilize to get information? If you are collecting lead information or serving up remarketing ads, hopefully not. So, why should your audience understanding be limited to keyword research?

A content strategy is a holistic plan that tackles questions like:

  • Who is my audience?
  • What are their pain points and needs?
  • What types of content do these people want to consume?
  • Where are they currently having conversations (online or offline)
  • What unique expertise does our brand offer?
  • How can we match our expertise to our audience’s needs?

Finding your unique content angle

The key to connecting with your audience is to develop your unique content angle that finds intersections between what your brand’s expertise is in and your audience’s pain points. The Content Marketing Institute refers to this as a “content tilt” because it involves taking a larger topic and tilting it in your own way. Defining your brand’s expertise can be more difficult than it appears on the surface.

It isn’t uncommon for brands to say their product is what makes them unique, but if there is a competitor out there with the same general product, it’s not unique. What makes your organization different from competitors?

Here’s an example

When I worked for Kaplan Financial Education, a professional licensing and exam prep provider brand under Kaplan Professional, finding our tilt was a real challenge. Kaplan Financial Education has a lot of product lines all within financial services, but the audience for each is different. We needed a tilt that worked for the entire Career Corner content hub we were creating. What we realized is that our core audience all has a big pain point in common: entering the financial services industry either through insurance or securities (selling stocks and bonds) has low barriers to entry and high turnover. Everyone entering that job market needs to know how to not only pass their licensing exam(s), but also be successful as professionals too, both in the early years and also in the years to come.

Kaplan Financial Education’s biggest content competitors create very factual content — they’re websites like Investopedia, Wikipedia, and governing bodies like FINRA and state government departments. But Kaplan Financial Education has something going for it that its competitors do not: a huge network of students. There are other licensing exam prep providers that compete with Kaplan Financial Education, but none that cover the same breadth of exams and continuing education. It’s the only brand in that industry that provides licensing education as individuals progress through their financial careers. “From hire to retire,” as the marketers say.

We made our content tone more conversational and solicited input from our huge student and instructor network to help new professionals be more successful. We also used their quotes and insights to drive content creation and make it more relatable and personalized. All of our content tied back to helping financial professionals be successful — either as they’re getting licensed or beyond — and rather than simply telling people what to do, we leveraged content to allow our current students and instructors to teach our prospective students.

You may be thinking… so I can only write content that fits in this tilt? Isn’t that limiting?

As SEOs, it can be really hard to let go of some keyword opportunities that exist if they don’t fit the content strategy. And it’s true that there are probably some keywords out there you could create content for and increase your organic traffic. But if they don’t fit with your target audience’s needs and your brand’s expertise, will it be the kind of traffic that’s going to convert? Likely not. Certainly not enough to spend resources on content creation and to distract yourself from your larger strategy objective.


How to build your content strategy

1. Set your goals.

Start at the end. What is you are ultimately trying to accomplish? Do you want to increase leads by a certain percentage? Do you want to drive a certain number increase in sales? Are you trying to drive subscribers to a newsletter? Document these goals first. This will help you figure out what type of content you want to create and what the calls-to-action should be.

If you’re a business like Kaplan and leads are your ultimate goal, a proven strategy is to create ungated content that provides good insights, but leaves room for a deeper dive. Have your calls-to-action point to a gated piece of content requiring some form of contact information that goes into more depth.

A business like a car dealership is going to have a primary goal of getting people into their dealership to buy a car. Their content doesn’t necessarily need to be gated, but it should have a local spin and speak to common questions people have about the car buying process, as well as show the human elements that make the dealership unique to establish trust and show how customers will be treated. Trust is especially important in that industry because they have to combat the used car salesman stereotype.

2. Identify your primary audience and their pain points.

The next step is to identify who you’re targeting with your content. There are a lot of people at your disposal to help you with this part of the process. Within your organization, consider talking to these teams:

  • Customer Service
  • Sales
  • Technical Support
  • Product Management
  • Product Marketing
  • Social Media Marketing

These are often the people who interact the most with customers. Find out what your audience is struggling with and what content could be created to help answer their questions. You can also do some of this research on your own by searching forums and social media. Subreddits within Reddit related to your topic can be a goldmine. Other times there are active, related groups on social media platforms like LinkedIn and Facebook. If you’ve ever been to the MozCon Facebook group, you know how much content could be created answering common questions people have related to SEO.

3. Determine your brand’s unique expertise.

Again, dig deeper and figure out what makes your brand truly unique. It likely isn’t the product itself. Think about who your subject matter experts are and how they contribute to the organization. Think about how your products are developed.

Even expertise that may seem boring on the surface can be extremely valuable. I’ve seen Marcus Sheridan speak a couple of times and he has one of the most compelling success stories I’ve ever heard about not being afraid to get too niche with expertise. He had a struggling swimming pool installation business until he started blogging. He knew his expertise was in pools — buying fiberglass pools, specifically. He answered every question he could think of related to that buying process and became the world thought leader on fiberglass pools. Is it a glamorous topic? No. But, it’s helpful to the exact audience he wanted to reach. There aren’t hundreds of thousands of people searching for fiberglass pool information online, but the ones that are searching are the ones he wanted to capture. And he did.

4. Figure out your content tilt.

Now put your answers for #2 and #3 together and figure out what your unique content angle will look like.

5. Develop a list of potential content topics based on your content tilt.

It’s time to brainstorm topics. Now that you know your content tilt, it’s a lot easier to come up with topics your brand should be creating content about. Plus, they’re topics you know your audience cares about! This is a good step to get other people involved from around your organization, from departments like sales, product management, and customer service. Just make sure your content tilt is clear to them prior to the brainstorm to ensure you don’t get off-course.

6. Conduct keyword research.

Now that you’ve got a list of good content topics, it’s time to really dive into long-tail keyword research and figure out the best keyword targets around the topics.

There are plenty of good tools out there to help you with this. Here are a few of my go-tos:

  • Moz Keyword Explorer (freemium): If you have it, it’s a great tool for uncovering keywords as questions, looking at the keyword competitive landscape, and finding other related keywords to your topic.
  • Keywordtool.io (free): One of the only keyword discovery tools out there that will give you keyword research by search engine. If you are looking for YouTube or App Store keywords, for instance, this is a great idea generation tool.
  • Ubersuggest.io (free): Type in one keyword and Ubersuggest will give you a plethora of other ideas organized in a list alphabetically or in a word cloud.

7. Create an editorial calendar.

Based on your keyword research findings, develop an editorial calendar for your content. Make sure to include what your keyword target(s) are so if you have someone else developing the content, they know what is important to include in it.

Here are a couple resources to check out for getting started:

8. Determine how to measure success.

Once you know what content you’re going to create, you’ll need to figure out how you’ll measure success. Continuing on with the Kaplan example, lead generation was our focus. So, we focused our efforts on measuring leads to our gated content and conversions of those leads to sales over a certain time period. We also measured organic entrances to our ungated content. If our organic entrances were growing (or not growing) disproportionate to our leads, then we’d take deeper dives into what individual pieces of content were converting well and what pieces were not, then make tweaks accordingly.

9. Create content!

Now that all the pieces are there, it’s time to do the creation work. This is the fun part! With your content tilt in mind and your keyword research completed, gather the information or research you need and outline what you want the content to look like.

Take this straightforward article called How to Get Your Series 7 License as an example. To become a registered representative (stockbroker), you have to pass this exam. The primary keyword target here is: Series 7 license. It’s an incredibly competitive keyword with between 2.9K–4.3K monthly searches, according to the Keyword Explorer tool. Other important semantically related keywords include: how to get the Series 7 license, Series 7 license requirements, Series 7 Exam, General Securities Registered Representative license, and Series 7 license pass rate.

Based on our content tilt and competitive landscape for the primary keyword, it made the most sense to make this into a how-to article explaining the process in non-jargon terms to someone just starting in the industry. We perfectly exact-match each keyword target, but the topics are covered well enough for us to rank on the front page for all but one of them. Plus, we won the Google Answer Box for “how to get your Series 7 license.” We also positioned ourselves well for anticipated future searches around a new licensing component called the SIE exam and how it’ll change the licensing process.


Once you’ve created your content and launched it, like with any SEO work, you will have a lag before you see any results. Be sure to build a report or dashboard based on your content goals so you can keep track of the performance of your content on a regular basis. If you find that the growth isn’t there after several months, it is a good idea to go back through the content strategy and assess whether you’ve got your tilt right. Borrowing from Joe Pulizzi, ask yourself: “What if our content disappeared? Would it leave a gap in the marketplace?” If the answer is no, then it’s definitely time to revisit your tilt. It’s the toughest piece to get right, but once you do, the results will follow.

If you’re interested in more discussion on content marketing and SEO, check out the newest MozPod podcast. Episode 8, SEO & Content Strategy:

Listen to the podcast

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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Left is Right & Up is Down

Probably the single best video to watch to understand the power of Google & Facebook (or even most of the major problems across society) is this following video about pleasure versus happiness.

In constantly seeking pleasure we forego happiness.

The “feed” based central aggregation networks are just like slot machines in your pocket: variable reward circuitry which self-optimizes around exploiting your flaws to eat as much attention as possible.

The above is not an accident. It is, rather, as intended:

“That means that we needed to sort of give you a little dopamine hit every once in a while because someone liked or commented on a photo or a post or whatever … It’s a social validation feedback loop … You’re exploiting a vulnerability in human psychology … [The inventors] understood this, consciously, and we did it anyway.”

  • Happy? Good! Share posed photos to make your friends feel their lives are worse than your life is.
  • Outraged? Good! Click an ad.
  • Hopeless? Good. There is a product which can deliver you pleasure…if only you can…click an ad.

Using machine learning to drive rankings is ultimately an exercise in confirmation bias:

For “Should abortion be legal?” Google cited a South African news site saying, “It is not the place of government to legislate against woman’s choices.”

When asked, “Should abortion be illegal?” it promoted an answer from obscure clickbait site listland.com stating, “Abortion is murder.”

Excellent work Google in using your featured snippets to help make the world more absolutist, polarized & toxic.

The central network operators not only attempt to manipulate people at the emotional level, but the layout of the interface also sets default user patterns.

Most users tend to focus their attention on the left side of the page: “if we were to slice a maximized page down the middle, 80% of the fixations fell on the left half of the screen (even more than our previous finding of 69%). The remaining 20% of fixations were on the right half of the screen.”

This behavior is even more prevalent on search results pages: “On SERPs, almost all fixations (94%) fell on the left side of the page, and 60% those fixations can be isolated to the leftmost 400px.”

On mobile, obviously, the attention is focused on what is above the fold. That which is below the fold sort of doesn’t even exist for a large subset of the population.

Outside of a few central monopoly attention merchant players, the ad-based web is dying.

Mashable has raised about $ 46 million in VC funding over the past 4 years. And they just sold for about $ 50 million.

Breaking even is about as good as it gets in a web controlled by the Google / Facebook duopoly. :D

Other hopeful unicorn media startups appear to have peaked as well. That BuzzFeed IPO is on hold: “Some BuzzFeed investors have become worried about the company’s performance and rising costs for expansions in areas like news and entertainment. Those frustrations were aired at a board meeting in recent weeks, in which directors took management to task, the people familiar with the situation said.”

Google’s Chrome web browser will soon have an ad blocker baked into it. Of course the central networks opt out of applying this feature to themselves. Facebook makes serious coin by blocking ad blockers. Google pays Adblock Plus to unblock ads on Google.com & boy are there a lot of ads there.

Format your pages like Google does their search results and they will tell you it is a piss poor user experience & a form of spam – whacking you with a penalty for it.

Of course Google isn’t the only search engine doing this. Mix in ads with a double listing and sometimes there will only be 1 website listed above the fold.

I’ve even seen some Bing search results where organic results have a “Web” label on them – which is conveniently larger than the ad label that is on ads. That is in addition to other tricks like…

lots of ad extensions that push organics below the fold on anything with the slightest commercial intent
bolding throughout ads (title, description, URL) with much lighter bolding of organics
only showing 6 organic results on commercial searches that are likely to generate ad clicks

As bad as either of the above looks in terms of ad load or result diversity on the desktop, it is only worse on mobile.

On mobile devices organic search results can be so hard to find that people ask questions like “Are there any search engines where you don’t have to literally scroll to see a result that isn’t an advertisement?

The answer is yes.

DuckDuckGo.

But other than that, it is slim pickings.

In an online ecosystem where virtually every innovation is copied or deemed spam, sustainable publishing only works if your business model is different than the central network operators.

Not only is there the aggressive horizontal ad layer for anything with a hint of commercial intent, but now the scrape layer which was first applied to travel is being spread across other categories like ecommerce.

The more of your content Google can scrape-n-displace in the search results the less reason there is to visit your website & the more ad-heavy Google can make their interface because they shagged the content from your site.

Simply look at the market caps of the big tech monopolies vs companies in adjacent markets. The aggregate trend is expressed in the stock price. And it is further expressed in the inability for the unicorn media companies to go public.

As big as Snapchat & Twitter are, nobody who invested in either IPO is sitting on a winner today.

Google is outraged anyone might question the numbers & if the current set up is reasonable:

Mr Harris described as “factually incorrect” suggestions that Google was “stealing” ad revenue from publishers, saying that two thirds of the revenues generated by online content went to its originators.

“I’ve heard lots of people say that Google and Facebook are “ruthlessly stealing” all the advertising revenue that publishers hoped to acquire through online editions,” he told the gathering.

“There is no advertising on Google News. Zero. Indeed you will rarely see advertising around news cycles in Google Search either.

Sure it is not the ad revenues they are stealing.

Rather it is the content.

Either by scraping, or by ranking proprietary formats (AMP) above other higher quality content which is not published using the proprietary format & then later attaching crappier & crappier deals to the (faux) “open source” proprietary content format.

As Google grabs the content & cuts the content creator off from the audience while attaching conditions, Google’s PR hacks will tell you they want you to click through to the source:

Google spokeswoman Susan Cadrecha said the company’s goal isn’t to do the thinking for users but “to help you find relevant information quickly and easily.” She added, “We encourage users to understand the full context by clicking through to the source.”

except they are the ones adding extra duplicative layers which make it harder to do.

Google keeps extracting content from publishers & eating the value chain. Some publishers have tried to offset this by putting more ads on their own site while also getting further distribution by adopting the proprietary AMP format. Those who realized AMP was garbage in terms of monetization viewed it as a way to offer teasers to drive users to their websites.

The partial story approach is getting killed though. Either you give Google everything, or they want nothing.

That is, after all, how monopolies negotiate – ultimatums.

Those who don’t give Google their full content will soon receive manual action penalty notifications

The value of news content is not zero.

Being the go-to resource for those sorts of “no money here” news topics also enables Google to be the go-to resource for searches for [auto insurance quote] and other highly commercial search terms where Google might make $ 50 or $ 100 per click.

Every month Google announces new ad features.

Economics drive everything in publishing. But you have to see how one market position enables another. Google & Facebook are not strong in China, so Toutiao – the top news app in China – is valued at about $ 20 billion.

Now that Yahoo! has been acquired by Verizon, they’ve decided to shut down their news app. Unprofitable segments are worth more as a write off than as an ongoing concern. Look for Verizon to further take AIM at shutting down additional parts of AOL & Yahoo.

Firefox recently updated to make its underlying rendering engine faster & more stable. As part of the upgrade they killed off many third party extensions, including ours. We plan to update them soon (a few days perhaps), but those who need the extensions working today may want to install something like (Comodo Dragon (or another browser based on the prior Firefox core) & install our extensions in that web browser.

As another part of the most recent Firefox update, Firefox dumped Yahoo! Search for Google search as their default search engine in a new multiyear deal where financial terms were not disclosed.

Yahoo! certainly deserved to lose that deal.

First, they signed a contract with Mozilla containing a change-of-ownership poison pill where Mozilla would still make $ 375 million a year from them even if they dump Yahoo!. Given what Yahoo! sold for this amounts to about 10% of the company price for the next couple years.

Second, Yahoo! overpaid for the Firefox distribution deal to where they had to make their user experience even more awful to try to get the numbers to back out.

Here is a navigational search result on Yahoo! where the requested site only appears in the right rail knowledge graph.

The “organic” result set has been removed. There’s a Yahoo! News insert, a Yahoo Local insert, an ad inviting you to download Firefox (bet that has since been removed!), other search suggestions, and then graphical ads to try to get you to find office furniture or other irrelevant stuff.

Here is how awful those sorts of search results are: Yahoo! was so embarrassed at the lack of quality of their result set that they put their logo at the upper right edge of the page.

So now they’ll be losing a million a day for a few years based on Marissa Mayer’s fantastic Firefox deal.

And search is just another vertical they made irrelevant.

When they outsourced many verticals & then finally shut down most of the remaining ones, they only left a few key ones:

On our recent earnings call, Yahoo outlined out a plan to simplify our business and focus our effort on our four most successful content areas  – News, Sports, Finance and Lifestyle. To that end, today we will begin phasing out the following Digital Magazines:  Yahoo Food, Yahoo Health, Yahoo Parenting, Yahoo Makers, Yahoo Travel, Yahoo Autos and Yahoo Real Estate.

And for the key verticals they kept, they have pages like the following, which look like a diet version of eHow

Every day they send users away to other sites with deeper content. And eventually people find one they like (like TheAthletic or Dunc’d On) & then Yahoo! stops being a habit.

Meanwhile many people get their broader general news from Facebook, Google shifted their search app to include news, Apple offers a great news app, the default new tab on Microsoft Edge browser lists a localize news feed. Any of those is a superior user experience to Yahoo!.

It is hard to see what Yahoo!’s role is going forward.

Other than the user email accounts (& whatever legal liabilities are associated with the chronic user account hacking incidents), it is hard to see what Verizon bought in Yahoo!.

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Customer-First Marketing: The customer is always right … but not always right for your company

Customer feedback can be extremely valuable. It is, essentially, business intelligence direct from the person who most impacts your company’s success. However, just because customer feedback CAN be valuable, that doesn’t mean it’s always the case. Read on for tips to help you separate the signal from the noise.
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