Tag Archive | "Think"

What Happens When All You Can Think About Is Making Money?

On all my program order pages, we run a ‘live chat’ box. This cool little tool lets potential customers chat with me or one of my team to ask questions before joining. We deal with a lot of different questions, but there’s one question I know is a bad sign……

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Entrepreneurs-Journey.com by Yaro Starak

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What Happens When All You Can Think About Is Making Money?

On all my program order pages, we run a ‘live chat’ box. This cool little tool lets potential customers chat with me or one of my team to ask questions before joining. We deal with a lot of different questions, but there’s one question I know is a bad sign……

The post What Happens When All You Can Think About Is Making Money? appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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Do Content Writers Really Need to Think about SEO?

In my experience, creative writing pros have an endless appetite for writing advice. How to add more color and texture to your writing, storytelling techniques, endless discussions about the serial comma and finer points of usage. Elements like copywriting and conversion strategy? That tends to start to divide people up. Some writers want to pick
Read More…

The post Do Content Writers Really Need to Think about SEO? appeared first on Copyblogger.


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Why Informative Content Will Make You Think Content Marketing Doesn’t Work

You might want to take an extra sip of coffee before you read the next paragraph … We’re going to start with a brief geometry lesson today, but I promise it will be gentle.

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Digital Marketing News: What Marketers Think about AI, Autonomous Stores & GSC Adds Data

Infographic: What Marketers Really Think About Artificial Intelligence
A new infographic shows 47% of marketers consider artificial intelligence (AI) to be over-hyped. In addition, 43% of marketers believe vendors overpromise and underdeliver when it comes to AI. AdWeek

Can Autonomous Stores Catch On?
Brick-and-mortar stores are testing out an automation model, functionally converting their stores to vending machines. These may increase convenience and service levels for some customers, but many remain doubtful that this will take off in a big way. MarTech Today

Google Search Console Adds 16 Months of Data
Can I get a heck yes?! Google has confirmed that Google Search Console will now be able to show 16 months of data versus the typical 90 days. This is currently available in their beta version for some users, with a larger rollout pending. The SEM Post

The State of Video Marketing: Distribution, Topic, and Budget Trends
Marketers are saying that social media brings them the highest ROI for digital video distribution, followed by email. In addition, 50% of respondents are transferring budgets from traditional media budgets to finance digital video and 37% are reallocating budgets from digital media. MarketingProfs

Hulu Hits $ 1 Billion Ad Milestone
In 2017, Hulu hit a record for video advertising revenue at $ 1 billion. They also saw a 40% rise in subscribers year-over-year in 2017 for video-on-demand and Live TV products. MediaPost

Self-Driving Cars Have Landed at #CES2018, and Marketers Really Need to Pay Attention
Self-driving cars are more than just a surreal future world pipe dream — they’re well on their way to becoming a real disruption to our typical interactions with transportation. Aside from the daily interaction, self-driving cars can also serve as a site for real-time marketing communications. HubSpot

Forrester: Mobile will drive 69% of search ad growth by 2022
Mobile Marketer reports: “Mobile phones will drive most of the expansion in paid search ad spending, contributing an estimated 69% of the $ 19 billion in growth by 2022, according to Forrester research.” Mobile Marketer

How Marketers Are Turning Your Car Into a Branded Experience
Talking to your car isn’t as strange of a thought as it once was. But marketers and tech platforms are toying with the idea of taking this to the next level — providing helpful, timely information to consumers on-the-go. AdWeek

Why Brands Will Go To Extremes — Lengthwise — With Digital Video In 2018
Marketing Dive reports: “In 2017, marketers spent 2x as much on online video than they did on TV ads. While standard 30-second ads aren’t going away, brands are increasingly experimenting with a wide array of video formats that push extremes length-wise.” Marketing Dive

Google Is Sunsetting Adwords Review Extensions
Next month, Google will be removing the text ad extensions that allow advertisers to highlight 3rd-party reviews within their ads. If you have used these extensions and want to keep the data, export it in AdWords this month. Search Engine Land

New Data Reveals It’s Time to Change Your Headline Strategy
New research from Buzzsumo revealed some surprising insights about headlines that play best on Facebook — including which word combinations get the most engagement, and which to avoid. Social Media Today

On the Lighter Side:
M&M’s debuts touchdown dance contest for Super Bowl – Mobile Marketer
Billy Mann Discusses Video Humor as a Tool for Marketing – Small Biz Trends

TopRank Marketing In the News:

Debbie Friez – 2018 Digital Marketing Trends From 20+ Marketing Experts – Hot in Social Media
Josh Nite – Annual Content Planning: How To Kickstart Filling Your Editorial Calendar – HeidiCohen.com
Lee Odden – What’s Trending: Bring It On, 2018 – LinkedIn Marketing Solutions
Lee Odden – Social Media Experts and Influencers, to Follow in 2018 – SocialChamp
Lee Odden – 5 Expert Tips To Refine Your Content Marketing Strategy For 2018 – Marketing Insider Group
Lee Odden - Meet the Top 21 B2B Influencers to Watch in 2018 – B2B News Network
Lee Odden – How To Research and Create Evergreen Content – BuzzSumo

What was the top digital marketing news story for you this week?

We’ll see you next week when we’ll be sharing all new marketing news stories. Also check out the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: What Marketers Think about AI, Autonomous Stores & GSC Adds Data appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®

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Amazon’s Internet Disruption Was Not What You Think

As most all our readers probably know by now, Amazon Web Services (AWS) went down yesterday for nearly four hours resulting in significant disruption across the internet. Thousands of websites were affected, to various degrees, including the properties that are responsible for a lot of internet traffic such as Yahoo, Business Insider, Apple, Slack, Quora

But as Science Alert notes: “While the experience of seeing so many sites impacted or offline is similar to last October’s massive internet outage that took down Twitter, Reddit, and Amazon itself – the causes are quite different.

In October, hackers initiated a DDOS cyber attack on a major web company that affected hundreds of websites (Twitter, Reddit, and Amazon among others) that relied on the internet services of that web company. But yesterday’s internet frenzy was likely due to a software bug in AWS’ system that showed up at one of their S3 (simple storage service) sites in Northern Virginia, a region that is sort of known as the heart of the internet. Can you image your triple-shot connect speed at a coffee shop in the sleepy town of Tyson’s Corner?

Science Alert continues by pointing out that ” A Gartner study from last year found that AWS controls 31 percent of the market in global cloud infrastructure, which means that when major outages like this happen – like in 2011 and 2015– whole chunks of the internet can go down.

So whether from without (hackers) or from within (bugs), yesterday we learned just how finicky the internet can be.

Internet disruptions are no fun for anyone. But actually Disruption is a popular and positive term among the Silicon Valley startups, entrepreneurs and investors. Disruption is what drives innovation. The idea is to create a product so transformative that it doesn’t just improve but changes a way of doing something. Amazon has created some unique disruptions the last two decades starting with online retailer bookselling and continuing with Kindle, Kindle Fire, Prime, drones, and, of course, AWS. And when you creative a disruption in Silicon Valley, you get a huge leg up in the industry that you practically created…sometimes outright dominance.

Thus it should be noted that Amazon didn’t hugely suffer financially yesterday. And once things start settling over the coming days, AWS will probably be back to rolling in the critical revenue for Amazon. Many websites have too much at stake to suddenly drop AWS and seek an alternate cloud solution. But in the longer term, this potential reputation disruption could help competitors like Oracle and HP Enterprise disrupt the disruptor.

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7 Real-World Ways to Think Like an Artist for Better Content Marketing

"We make good sentences by starting with awful sentences." – Sonia Simone

Earlier this year, I wrote that I believe art plays a critical role in content marketing.

But what does that actually mean? When you think about it, what does that word “art” really mean?

“I’ll know it when I see it.”

– Random critic

For the purposes of this conversation, I’ll define art as an expression that can’t be made by an algorithm. It’s the creative spark, the unusual choice, the flare of personality, the moment of real human empathy and connection.

I believe it’s a serious mistake to think that marketing and art are somehow separate.

As Brian Clark has said for years:

“People who think art is sacred and marketing is dirty tend to be terrible marketers and marginal artists.

People who think art is irrelevant and marketing is about tricking people into buying shit they don’t need tend to be terrible marketers and worse human beings.”

– Brian Clark, ‘The Catcher in the Rye’ and the Art of Phony Marketing

While I’m defining art, let me go ahead and define marketing: It’s what we communicate that allows us to work with others. Advertising, social strategy, SEO, funnels, automation — they all need to serve that function.

Somewhere along the line, we got the idea that marketing was another word for lies. Don’t buy it.

Smart marketers don’t accept the excuse of “It’s just marketing” to hide the truth or produce crummy work that benefits no one.

Wise marketers embrace art as integral to what they do, as much as strategy and execution are.

Here are some observations I’ve made over the years about how artists work and how anyone can adopt a more artistic mindset.

1. Artists geek out over craft

“Creativity occurs in action: It is not a trait; it is something you do.”

– Bert Dodson

Get a group of writers together and you’ll hear a whole lot of geeky talk about structure, language, word choice, metaphor, and the serial comma.

Art is about your unique and personal expression of the world you see around you. But you can’t express what you see and feel until you master your chosen craft.

As a content marketer, you make a living with words. Dive into the disciplines that will teach you how to stitch words together in ways you haven’t tried before.

Study poetry. Study screenwriting. Study short stories. If you’re a podcaster, take an acting class or voice lessons.

The reason an artist’s life is so interesting and rewarding is that you never stop learning. When you master your craft at one level, new levels reveal themselves. The game gets ever more complex and interesting.

Any study of creative writing will benefit you as a content marketer. You’ll learn how to show, not tell. You’ll think more carefully about word choice. And you’ll learn the nuances that make for superb storytelling.

A writing workshop can be a great start, but there are also lots of wonderful books on writing well. Here are just a couple of suggestions — this is far from a complete list.


2. Artists protect their productive time

If you pick up a book about the work habits of creative people (I’m a bit obsessed with this topic), you’ll notice something striking.

Nearly all great writers, musicians, painters, and other artists tend to work in well-defined work cycles.

They nearly always have specific times of day set aside for creative work. They protect this time with a ferocity that can border on cruelty.

Often, this time is strictly reserved for what writers call “draft” — the messy, sometimes ugly part of the creative process where we take new ideas and work through them with as much craft as we can manage.

You need to be a bit brutal about protecting this time. That’s more important than it ever was, thanks to the seductive call of so many distractions.

Because, to be honest, a lot of days, this isn’t the fun part. This is the moment when all of those lovely dreams and ideas get turned into unsatisfying reality — on the page, the canvas, or the screen.

It’s where you face the dreaded, “The words on the screen don’t sound like they did in my head.”

The only way most of us ever manage to get anything done is simply to be rather robotic about getting to work. Uninterrupted creative time needs to get blocked into your calendar. You need to defend it — against your own resistance as much as anything else.


There are lots of excellent apps that help you defend your productive time. I like the Freedom app to protect me from my own worst habits.

Mason Currey’s book Daily Rituals: How Artists Work is a fascinating look at how different artists have used their time.

3. Artists embrace bad art

If we’re spending time every day creating something that doesn’t match our creative vision, how do we push ourselves to keep showing up?

Artists know that the way to create good art — maybe some day even great art — is to make a whole lot of bad art.

We’re looking for what painters call “brush mileage.” You’ll never be able to paint well until you pull a paintbrush through a certain amount of paint and onto a certain volume of canvas or paper.

We make good sentences by starting with awful sentences.

Writers, in my opinion, have it lucky. We can keep working on a piece until it doesn’t suck. Try that with a watercolor; you won’t be happy.

If we keep working on material that’s appropriately challenging, we’ll keep getting better. At first, your pieces may need a lot of editing time. As you mature creatively, your rewrites might get faster, but you’ll still find that genuinely good work needs the discipline of multiple rewrites.


In my experience, there’s no substitute for a thoughtful critique of your writing. Critique groups can be helpful, if (big if) the right people are in them. A well-qualified writing teacher or freelance editor is probably the gold standard.

If that’s not in the budget for now, find a friend or fellow content creator whose writing you admire and barter in-depth critiques for a task you’re terrific at.

4. Artists seek flow

Most of us have heard of Mihaly Csikszentmihalyi’s book Flow, even if we need to refer to Google any time we have to spell his name.

It’s all about that “creative state” — the mental point where time stops and we feel pure creative focus.

For us to find flow, whether it’s in rock climbing, flower arranging, or writing, we have to keep ourselves balanced on the edge between “too hard” and “too easy.”

When it’s too hard, we’re frustrated all the time and our thoughts get cramped. It’s hard to create anything new when you’re just angry with yourself.

When it’s too easy, we either become hacks, cranking out the same tired crap, or we get bored and start to become self-destructive.

The life of an artist is about constantly looking for that edge, and climbing back onto it again and again.


Flow: The Psychology of Optimal Experience by Mihaly Csikszentmihalyi

(By the way, my best sources for how to pronounce his name say “Me-high Cheek-SENT-me-high.”)

5. Artists ask a lot of questions

Craft is about how skillfully you can express an idea. Art adds interesting questions to that expression.

Craft makes the work pretty. Art makes it meaningful.

Is that the best way? Are there other options we could explore?

It truly doesn’t matter what your topic is. If you ask questions — lots of them — you’ll start to come up with interesting answers.

Questions lead us to new places. They build cathedrals and pyramids and space stations.


Some of the most powerful questions you’ll ever answer will come from your audience. You’ll never outgrow the need to listen closely to your audience’s questions.

But in addition to those, consider these:

  • Why does the world look the way it does today?
  • What haven’t we thought of yet?
  • What’s standing so fully in our way that we can’t even see it?

6. Artists value pragmatism

“Creativity is a lot like happiness. It shows up when you’re thinking of something else.”

– Bert Dodson

In my experience, the stereotype of the “flaky artist” who’s out of touch with reality couldn’t be further from the truth.

If your vacuum cleaner breaks? Don’t throw it into the landfill; call your artist friend. She’ll know how to rewire it, she can resolder the piece that broke off, and she’ll tweak the switch so it’s easier to use.

Of course, she may also paint it deep red with a filigree pattern of pale yellow and silver polka dots, and add a sound system.

Art presents endless opportunities for recycling, rethinking, and pragmatic problem solving.

Lots of us quit the formal practice of problem solving when we stopped doing word problems in math class. Artists solve new problems every time they sit down to work.

Artists understand that it’s not enough to have some grand idea. We have to figure out how to translate that into something other people can see or hear or touch.


Our monthly content challenges are designed to give you pragmatic exercises to improve your craft and your creative output. You still have time to complete our creative challenge for January here:

January’s Content Excellence Challenge Prompts

And look for February’s challenges on the blog next week.

7. Artists actively seek an audience

Art begins in self-expression. But at a certain point, we have a deep desire to find an audience for our creative work.

There’s nothing wrong with making art to please yourself. It’s a satisfying way to spend your time.

But when we “go pro” — when we seek an audience — we begin to walk the tightrope between what we intend and what we actually communicate. Between our expression and how the audience sees that expression.

It’s a bit of a zen paradox.

Art is not about you. Also, art is about you.

Some art works well for a small number of people. Some art works well for millions. It’s your job as a creative professional to find the ones who get your message, then find some more people like that.

That’s why it doesn’t make you a “hack” to want to build the audience for your work. When you tell great stories, your stories become your audience’s stories. If a story is powerful enough, it picks up and walks on without you.


Helping you find a bigger audience is one of the reasons we’re here. You can snag a juicy library of free content marketing training here, including lots of resources to help you grow your audience and community:

The Copyblogger free content marketing library

And for the rest of this month, we’ll be talking a lot about how art (and craft) will serve your work. February will be a rich month of tutorials, techniques, and inspiration to elevate your content. We’re all looking forward to seeing you in the coming weeks!

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Google Penguin 4.0 Rollback & Reversals? Some Think So.

As you know, Google finally pushed out Penguin 4.0 in late September and the recoveries and declines were fully rolled out in the first two weeks of October…

Search Engine Roundtable

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What’s the Real Relationship Between Organic Rankings & Social Shares? (Hint: They’re Related, But Not the Way You Think)

Posted by larry.kim

One of the biggest areas of speculation, contention, and confusion within the SEO universe over the past six years or so has been whether (or how much) social media signals impact organic search rankings.


But even if Google isn’t directly using social share counts in their search algorithms, there ought to be some other explanation out there about why high share counts correlate with high organic search rankings.

Well, that is exactly what we’re going to research in this post.

Are social shares a ranking signal?

People have noticed the connection between social shares and ranking going back to 2010. But correlating rankings and social signals has been a bit of a cat-and-mouse game.

If you’ve done any SEO at all, you’ve probably noticed that the stories that rank well tend to have high social share counts.

These are your unicorns – the extremely popular magical pieces of content that drive a ridiculous amount of traffic to your site. These types of elite “unicorn” content drive 10-1000x better results than all your other content (the donkeys).

Why do top-performing posts often also have a high number of shares? What exactly is causing these observable correlations?


Some SEOs believed that Google was somehow factoring social share counts into the algorithm like links (though not with nearly the same amount of weight).

Social shares figured into Moz’s Search Engine Ranking Factors 2015, albeit as a low factor:

“Always controversial, the number of social shares a page accumulates tends to show a positive correlation with rankings. Although there is strong reason to believe Google doesn’t use social share counts directly in its algorithm, there are many secondary SEO benefits to be gained through successful social sharing.”

Indeed, there is a strong reason to believe Google doesn’t use share counts as a direct ranking factor. Google has said so.


Repeatedly and emphatically.

Google doesn’t use Facebook, Twitter, or any other social share counts as a direct ranking factor.

It’s not shares, it’s engagement

We need a new approach to answer these important questions. Maybe we’re looking at the wrong social metrics. Maybe we should be looking at social engagement rates rather than just the total number of social shares.

What percentage of total unique people who saw your update clicked on it and/or shared it?


Perhaps the relationship is that the social posts that get very high engagement rates (which leads to high numbers of shares) come from the same content that get above-average click-through rates in organic search results pages, which we know tends to result in better organic rankings.

But how can we test this theory?

A crazy new correlation study: Social engagement, organic search CTR, & rankings

So here’s my crazy idea: to compare social engagement rates with normalized organic click-through rates for 1,000 pages.

Previous studies have only looked at external-facing number of shares. But bots and other factors can easily taint share counts. Plus, studies have shown that many social media users share content without actually reading it.

How did I do this? I:

  • Downloaded post engagement data from Facebook Insights (sharing and engagement data).
  • Downloaded query data from Google Search Console (CTR and ranking data).
  • Matched up the data. This was somewhat difficult because neither Facebook nor Google provided me with the destination URLs, so some custom programming was required.

Important note: You have to normalize your CTR for search based on position. Obviously higher average positions have higher CTRs than lower positions, so I’ve used my Donkey detection algorithm to compute the expected CTR by position to help determine whether the CTR is above or below expectations.

The results: Organic search CTR vs. Facebook post engagement

Here’s what I’d consider a pretty strong link between higher social post engagement and higher organic CTR (and vice-versa):


Here, a 100% Relative Search CTR corresponds to a keyword/page achieving the expected CTR for organic search for a given ranking; 200% percent is double the expected search CTR; 50% is half the expected CTR, and so on.

What I found was that Facebook posts with extraordinarily high engagement rates – anywhere from 6 to 13 percent – also tended to have above expected organic search CTR.

Why? My theory: The same emotions that make people share things also make people click on those things in the SERPs. This is particularly true for headlines with unusually high CTRs.

The correlations were much stronger with unicorn content. The R-squared values were well above 0.5 – the model is stronger the more of an outlier you’re pushing. Unicorns with high social engagement rates almost always had high organic CTR, and vice versa.

The correlations were substantially weaker with donkey content. The R-squared values were pretty noisy, around .1 to .4. Donkeys sometimes had high engagement rates, sometimes low engagement rates. The same was true with CTR, some high, some low.

So this research illustrates how high social engagement rates correlate with high CTR, and vice versa.

Really, the argument isn’t whether social sharing causes organic search rankings or organic rankings cause social sharing.

It’s about how engaging your content is.


Actual examples

Theory is great. But let’s see if the theory matches by looking at some top-performing content.

Here are just three examples of posts from my company that have top organic rankings on Google and above-expected organic CTR. What was the engagement rate on Facebook?


This post has brought in nearly 500,000 visits from organic search. It had a 7.4 engagement rate on Facebook.

OK. Once is just a fluke.


This post brought in more than 250,000 visits from organic search. It got an 8.5 engagement rate on Facebook.

Two times? Could just be a coincidence.


This piece brought in 100,000 organic visits. It had a 7.1 percent engagement rate when shared on Facebook.

Guys, now we have a trend! All of these posts that rank well had 3x or 4x higher engagement than my average Facebook post.

I could keep posting more examples like these, but it would be more of the same.

Correlation or causation?

What is causing the correlation? There is one thing that makes me certain that the relationship between social engagement and organic click through rates is a co-dependent, causal relationship.

Machine learning.

Machine learning systems actually reward high engagement with higher visibility.

Higher visibility means higher organic rankings and more social shares.

To determine success, an algorithm looks at whether users engaged. If more people engage, that’s a clear sign that their algorithm is showing this right content; if not, their systems will audition other content instead to find something that does generate that interest.

Here’s a greatly simplified look at the role machine learning systems play in the Facebook news feed and Google search results. Basically, it’s all about rewarding content that has above-expected engagement:


When a piece of content fails to beat the expected engagement, it won’t get that same visibility, whether it’s on Google, Facebook, or any other system that measures user engagement.

Whenever someone searches on Google for something, Google wants to return the best result. Out of all the potential results Google could show for any given query, Google must find what’s most useful and relevant.

One way Google checks itself is to look at organic click-through rate (but not the only way!). Did users click on the result in Position 1, or did more people click on the Position 2 or 3 result?

Even though all three of these pages may answer a user’s need, click-through rate is a huge clue about whether Google is providing the best answers in the right order for users.

Now let’s think about Facebook. Whenever a piece of content gets hot, it means lots of people are talking about it relative to the number of people who see it, in a short period of time. Are tons of people liking, commenting, and sharing a post?

When this happens, Facebook’s machine learning algorithm gives these posts or topics greater visibility. It becomes a virtuous cycle:

  • Post gets lots of user engagement (shares, likes, comments).
  • Facebook rewards the engagement by showing it to more users.
  • Higher visibility results in the post getting lots more user engagement.
  • Facebook rewards the engagement by showing it to more users.
  • And so on, until the the social post is no longer new and engagement dwindles.

What to do?

Turn your best social stuff into organic content and vice-versa.

Since stuff that does well on organic social tends to also do great in paid social, it follows that your content that gets top organic rankings will make great content for paid and organic social.

Conversely, your content that gets tons of engagement on social media platforms (paid and organic) will likely rank highly organically for the topics that they cover.


These unicorns I’ve been obsessing about forever matter. Big time. Is your content a sparkly majestic unicorn or a boring old donkey?


At the heart of a unicorn is a truly remarkable, inspiring idea. Truly exciting ideas (not just ideas you think are awesome). Content with remarkably high engagement rates has high conversion rates and does incredibly well in paid and organic search and social media, because of machine learning systems that greatly reward remarkably high user engagement.


The old theory was that high social shares correlates with high organic rankings.


But really it’s not the number of shares that matters. It’s the engagement rate.

Remarkably high social engagement rates correlate strongly with high organic search CTR, which correlates with high rankings. Meaning, click-through rate matters a great deal. Think of it like an invisible hand that helps determine whether your content succeeds (thumbs up) or fails (thumbs down).

What’s happening here is that Facebook Ads, Facebook’s news feed algorithm, Google AdWords, and increasingly Google organic search are all systems governed by machine learning systems that reward remarkable engagement with greater visibility.

High engagement rates and machine learning systems are the common factor that explains the correlation between SEO and social metrics.

What do you think? Do your very best-performing pieces of content get tons of social shares, have a high social engagement rates, and drive a ton of traffic from organic search and convert well?

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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You Don’t Need As Much Traffic As You Think

In the previous lesson I debunked the myth that you need to be everywhere, on many different platforms, to succeed with a blogging business. If you have not read it, begin here: Part 1: The Myth Of “Being Everywhere” And The Smarter Path To Traffic Now in part two we…

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Entrepreneurs-Journey.com by Yaro Starak

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