Marketing Director @ CNC Machines
Marketing Director @ CNC Machines
Posted by FeliciaCrawford
Have you ever wished there were an easy way to see all the top keywords your site is ranking for? How about a competitor’s? What about those times when you’re stumped trying to come up with keywords related to your core topic, or want to know the questions people are asking around your keywords?
There’s plenty of keyword research workflow gold to be uncovered in Keyword Explorer. It’s a tool that can save you a ton of time when it comes to both general keyword research and the nitty-gritty details. And time and again, we hear from folks who are surprised that a tool they use all the time can do [insert cool and helpful thing here] — they had no idea!
Well, let’s remedy that! Starting with today’s post, we’ll be publishing a series of quick videos put together by our own brilliant SEO scientist (and, according to Google, the smartest SEO in the world) Britney Muller. Each one will highlight one super useful workflow to solve a keyword research problem, and most are quick — just under a couple of minutes. Take a gander at the videos or skim the transcripts to find a workflow that catches your eye, and if you’re the type of person who likes to try it out in real time, head to the tool and give it a spin (if you have a Moz Community account like most Moz Blog readers, you already have free access):
You can do this a couple of ways. One is just to enter in a head keyword term that you want to explore — so maybe that’s “SEO” — and you can click Search. From here, you can go to Keyword Suggestions, where you can find all sorts of other keywords relevant to the keyword “SEO.”
We have a couple filters available to help you narrow down that search a little bit better. Here, without doing any filtering, you can see all of these keywords, and they’re ranked by relevancy and then search volume. So you do tend to see the higher search volume keywords at the top.
But you can go through here and click the keywords that you want to save for your list. You can also do some filtering. We could group keywords by low lexical similarity. What this means is it’s basically just going to take somewhat similar keywords and batch them together for you to make it a bit easier.
Here you can see there are 141 group keywords under “SEO.” Fifty keywords have fallen under “SEO services” and so on. This gives you a higher level, topical awareness of what the keywords look like. If you were to select these groups, you could add a list for these.
When I say add list, I mean you can just save them in a keyword list that you can refer back to time and time again. These lists are amazing, one of my favorite features. What you would basically do is create a new list. I’m just going to call it Test. That adds all of your selected keywords to a list. You can continue adding keywords by different filters.
One of my other favorite things to filter by is “Are questions.” This will give you keywords that are actual questions, and it’s really neat to be able to try to bake these into your content marketing or an FAQ page. Really helpful. You can select all up here. Then I can just add that to that SEO Test list that we already created. I hope this gives you an idea of how to use some of these general filters.
You can also filter based on closely related topics, broadly related topics and synonyms. Keywords with similar result pages is very interesting. You can really play around with both of these filters.
You can also filter by volume. If you are trying to go after those high volume keywords, maybe you set a filter for here. Maybe you’re looking for long tail keywords, and then you’re going to look a little bit on the smaller search volume end here. These can all help in playing around and discovering more keywords.
Another thing that you can do to expand your keyword research is by entering in a domain. You can see that this changed to root domain when I entered moz.com. If you click Search, you’re going to get all of the keywords that that domain currently ranks for, which is really powerful. You could see all of the ranking keywords, add that to a list, and monitor how your website is performing.
If you want to get really strategic, you can plug in some of your competitor sites and see what their keywords are. These are all things that you can do to expand your keyword research set. From there, you’re going to hopefully have one or a couple keyword lists that house all of this data for you to better strategically route your SEO strategy.
If we know that related questions are occurring most often, you can create strategic content around that. The opportunities here with these filters and sorts for keyword opportunities are endless.
This is super easy to do in Keyword Explorer. You just go to the main search bar. Let’s just throw in moz.com for example. I can see all the keywords that currently rank for moz.com.
We’re seeing over 114,000, and we get this really beautiful, high-level overview as to what that looks like. You can see the ranking distribution, and then you can even go into all of those ranking keywords in this tab here, which is really cool.
You can do the same exact thing for a specific page. So let’s take the Beginner’s Guide. This will toggle to Exact Page, and you just click Search. Here we’re going to see that it ranks for 804 keywords. You get to know exactly what those are, what the difficulty is, the monthly search volume.
You can add these things to a list to keep an eye on. It’s also great to do for competitive pages that appear to be doing very well or popular things occurring in your space. But this is just a quick and easy way to see what root domains or exact pages are currently ranking for.
I’m just going to paste in the URL to the Beginner’s Guide to SEO in Keyword Explorer. I’m going to look at all of the ranking keywords for this URL, and what I want to do is I want to sort by rank.
I want to see what’s ranking between 4 to 50 and see where or what keywords aren’t doing so well that we could improve upon. Right away we’re seeing this huge monthly search volume keyword, “SEO best practices,” and we’re ranking number 4.
It can definitely be improved upon. You can also go ahead and take a look at keywords that you rank for outside of page 1, meaning you rank 11 or beyond for these keywords. These could definitely also be improved upon. You can save these keywords to a list.
You can export them and strategically create content to improve those results.
This is pretty easy. So let’s say you have a keyword list for your target keywords. Here I’ve got an SEO Test keyword list. I want to see how Moz is ranking for these keywords.
This is where you would just add Check Rankings For and add your URL. I’m just going to put moz.com, check rankings, and I can immediately see how well we’re doing for these specific keywords.
I can filter highest to lowest and vice versa.
If you don’t already have a list of your keywords that you would like to track, I suggest watching the General Keyword Research video above to help discover some of those keywords. But if you already have the keywords you know that you want to track for a particular site, definitely set up an account with Moz Pro and set up a Campaign.
It walks you through all of the steps to set up a particular Campaign for a URL. If you already have your Campaign set up, for example this is my Moz Campaign and I want to add say a new list of keywords to track, what you can do is you can come into this dashboard view and then go to Rankings.
If you scroll down here, you can add keywords. So let’s say Moz is breaking into the conversion rate optimization space. I can paste in a list of my CRO keywords, and then I can add a label.
Now that’s going to append that tag so I can filter by just CRO keywords. Then I’m going to click Add Keywords. This is going to take a little while to start to kick into gear basically.
But once it starts tracking, once these keywords are added, you’ll get to see them historically over time and even you against your competitors. It’s a really great way to monitor how you’re doing with keywords, where you’re seeing big drops or gains, and how you can better pivot your strategy to target those things.
Discover anything new or especially useful? Let us know on Twitter or here in the comments, and keep an eye out for more quick and fun keyword research workflow videos in the coming weeks — we’ve got some good stuff coming your way, from finding organic CTR for a keyword to discovering SERP feature opportunities and more.
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!
Technology is at the heart of modern business, science, entertainment, and education. For all that tech to work as it should, you need dedicated programmers generating software. As with every industry, the programming world continues to change, developing new languages and applications. As new consumer needs arise, the way that programmers take on their tasks and the areas on which …
Posted by AndrewDennis33
Content and links — to successfully leverage search as a marketing channel you need useful content and relevant links.
In fact, a Google employee straight up told us that content and links are two of the three (the other being RankBrain) most important ranking factors in its search algorithm.
So why do we seem to overcomplicate SEO by chasing new trends and tactics, overreacting to fluctuations in rankings, and obsessing over the length of our title tags? SEO is simple — it’s content and it’s links.
Now, this is a simple concept, but it is much more nuanced and complex to execute well. However, I believe that by getting back to basics and focusing on these two pillars of SEO we can all spend more time doing the work that will be most impactful, creating a better, more connected web, and elevating SEO as a practice within the marketing realm.
To support this movement, I want to provide you with strategic, actionable takeaways that you can leverage in your own content marketing and link building campaigns. So, without further ado, let’s look at how you can be successful in search with content and links.
As the Wu-Tang Clan famously said, “Content rules everything around me, C.R.E.A.M,” …well, it was something like that. The point is, everything in SEO begins and ends with content. Whether it’s a blog post, infographic, video, in-depth guide, interactive tool, or something else, content truly rules everything around us online.
Content attracts and engages visitors, building positive associations with your brand and inspiring them to take desired actions. Content also helps search engines better understand what your website is about and how they should rank your pages within their search results.
So where do you start with something as wide-reaching and important as a content strategy? Well, if everything in SEO begins and ends with content, then everything in content strategy begins and ends with keyword research.
Proper keyword research is the difference between a targeted content strategy that drives organic visibility and simply creating content for the sake of creating content. But don’t just take my word for it — check out this client project where keyword research was executed after a year of publishing content that wasn’t backed by keyword analysis:
(Note: Each line represents content published within a given year, not total organic sessions of the site.)
In 2018, we started creating content based on keyword opportunities. The performance of that content has quickly surpassed (in terms of organic sessions) the older pages that were created without strategic research.
The concept of keyword research is straightforward — find the key terms and phrases that your audience uses to find information related to your business online. However, the execution of keyword research can be a bit more nuanced, and simply starting is often the most difficult part.
The best place to start is with the keywords that are already bringing people to your site, which you can find within Google Search Console.
Beyond the keywords that already bring people to your website, a baseline list of seed keywords can help you expand your keyword reach.
Seed keywords are the foundational terms that are related to your business and brand.
As a running example, let’s use Quip, a brand that sells oral care products. Quip’s seed keywords would be:
These are some of the most basic head terms related to Quip’s products and services. From here, the list could be expanded, using keyword tools such as Moz’s Keyword Explorer, to find granular long-tail keywords and other related terms.
The first step in keyword research and expanding your organic reach is to identify current rankings that can and should be improved.
Here are some examples of terms Moz’s Keyword Explorer reports Quip has top 50 rankings for:
These keywords represent “near-miss” opportunities for Quip, where it ranks on page two or three. Optimization and updates to existing pages could help Quip earn page one rankings and substantially more traffic.
For example, here are the first page results for [how often should you change your toothbrush]:
As expected, the results here are hyper-focused on answering the question how often a toothbrush needs to be changed, and there is a rich snippet that answers the question directly.
Now, look at Quip’s page where we can see there is room for improvement in answering searcher intent:
The title of the page isn’t optimized for the main query, and a simple title change could help this page earn more visibility. Moz reports 1.7k–2.9k monthly search volume for [how often should you change your toothbrush]:
This is a stark contrast to the volume reported by Moz for [why is a fresh brush head so important] which is “no data” (which usually means very small):
Quip’s page is already ranking on page two for [how often should you change your toothbrush], so optimizing the title could help the page crack the top ten.
Furthermore, the content on the page is not optimized either:
Rather than answering the question of how often to change a toothbrush concisely (like the page that has earned the rich snippet), the content is closer to ad copy. Putting a direct, clear answer to this question at the beginning of the content could help this page rank better.
And that’s just one query and one page!
Keyword research should uncover these types of opportunities, and with Moz’s Keyword Explorer you can also find ideas for new content through “Keyword Suggestions.”
Using Quip as an example again, we can plug in their seed keyword [toothbrush] and get multiple suggestions (MSV = monthly search volume):
Using this method, we can extrapolate one seed keyword into ten more granular and related long-tail keywords — each of which may require a new page.
This handful of terms generates a wealth of content ideas and different ways Quip could address pain points and reach its audience.
Another source for keyword opportunities and inspiration are your competitors. For Quip, one of its strongest competitors is Colgate, a household name brand. Moz demonstrates the difference in market position with its “Competitor Overlap” tool:
Although many of Colgate’s keywords aren’t relevant to Quip, there are still opportunities to be gleaned here for Quip. One such example is [sensitive teeth], where Colgate is ranking top five, but Quip is on page two:
While many of the other keywords show Quip is ranking outside of the top 50, this is an opportunity that Quip could potentially capitalize on.
To analyze this opportunity, let’s look at the actual search results first.
It’s immediately clear that the intent here is informational — something to note when we examine Quip’s page. Also, scrolling down we can see that Colgate has two pages ranking on page one:
One of these pages is from a separate domain for hygienists and other dental professionals, but it still carries the Colgate brand and further demonstrates Colgate’s investment into this query, signaling this is a quality opportunity.
The next step for investigating this opportunity is to examine Colgate’s ranking page and check if it’s realistic for Quip to beat what they have. Here is Colgate’s page:
This page is essentially a blog post:
If this page is ranking, it’s reasonable to believe that Quip could craft something that would be at least as good of a result for the query, and there is room for improvement in terms of design and formatting.
One thing to note, that is likely helping this page rank is the clear definition of “tooth sensitivity” and signs and symptoms listed on the sidebar:
Now, let’s look at Quip’s page:
This appears to be a blog-esque page as well.
This page offers solid information on sensitive teeth, which matches the queries intent and is likely why the pages ranks on page two. However, the page appears to be targeted at [tooth sensitivity]:
This is another great keyword opportunity for Quip:
However, this should be a secondary opportunity to [sensitive teeth] and should be mixed in to the copy on the page, but not the focal point. Also, the page one results for [tooth sensitivity] are largely the same as those for [sensitive teeth], including Colgate’s page:
So, one optimization Quip could make to the page could be to change some of these headers to include “sensitive teeth” (also, these are all H3s, and the page has no H2s, which isn’t optimal). Quip could draw inspiration from the questions that Google lists in the “People also ask” section of the SERP:
Also, a quick takeaway I had was that Quip’s page does not lead off with a definition of sensitive teeth or tooth sensitivity. We learned from Colgate’s page that quickly defining the term (sensitive teeth) and the associated symptoms could help the page rank better.
These are just a few of the options available to Quip to optimize its page, and as mentioned before, an investment into a sleek, easy to digest design could separate its page from the pack.
If Quip were able to move its page onto the first page of search results for [sensitive teeth], the increase in organic traffic could be significant. And [sensitive teeth] is just the tip of the proverbial iceberg — there is a wealth of opportunity with associated keywords, that Quip would rank well for also:
Executing well on these content opportunities and repeating the process over and over for relevant keywords is how you scale keyword-focused content that will perform well in search and bring more organic visitors.
At Page One Power, we’ve leveraged this strategy and seen great results for clients. Here is an example of a client that is primarily focused on content creation and their corresponding growth in organic sessions:
These pages (15) were all published in January, and you can see that roughly one month after publishing, these pages started taking off in terms of organic traffic. This is because these pages are backed by keyword research and optimized so well that even with few external backlinks, they can rank on or near page one for multiple queries.
However, this doesn’t mean you should ignore backlinks and link acquisition. While the above pages rank well without many links, the domain they’re on has a substantial backlink profile cultivated through strategic link building. Securing relevant, worthwhile links is still a major part of a successful SEO campaign.
The other half of this complicated “it’s content and it’s links” equation is… links, and while it seems straightforward, successful execution is rather difficult — particularly when it comes to link acquisition.
While there are tools and processes that can increase organization and efficiency, at the end of the day link building takes a lot of time and a lot of work — you must manually email real website owners to earn real links. As Matt Cutts famously said (we miss you, Matt!), “Link building is sweat, plus creativity.”
However, you can greatly improve your chances for success with link acquisition if you identify which pages (existing or need to be created) on your site are link-worthy and promote them for links.
Spoiler alert: these are not your “money pages.”
Converting pages certainly have a function on your website, but they typically have limited opportunities when it comes to link acquisition. Instead, you can support these pages — and other content on your site — through internal linking from more linkable pages.
So how do you identify linkable assets? Well, there are some general characteristics that directly correlate with link-worthiness:
Along with these characteristics, you also need to consider the size of your potential linking audience. The further you move down your marketing funnel, the smaller the linking audience size; converting pages are traditionally difficult to earn links to because they serve a small audience of people looking to buy.
Instead, focus on assets that exist at the top of your marketing funnel and serve large audiences looking for information. The keywords associated with these pages are typically head terms that may prove difficult to rank for, but if your content is strong you can still earn links through targeted, manual outreach to relevant sites.
Ironically, your most linkable pages aren’t always the pages that will rank well for you in search, since larger audiences also mean more competition. However, using linkable assets to secure worthwhile links will help grow the authority and credibility of your brand and domain, supporting rankings for your keyword-focused and converting pages.
Going back to our Quip example, we see a page on their site that has the potential to be a linkable asset:
Currently, this page is geared more towards conversions which hurts linkability. However, Quip could easily move conversion-focused elements to another page and internally link from this page to maintain a pathway to conversion while improving link-worthiness.
To truly make this page a linkable asset, Quip would need add depth on the topic of how to brush your teeth and hone in on a more specific audience. As the page currently stands, it is targeted at everybody who brushes, but to make the page more linkable Quip could focus on a specific age group (toddlers, young children, elderly, etc.) or perhaps a profession or group who works odd hours or travels frequently and doesn’t have the convenience of brushing at home. An increased focus on audience will help with linkability, making this page one that shares useful information in a way that is unique and entertaining.
It also happens that [how to properly brush your teeth] was one of the opportunities we identified earlier in our (light) keyword research, so this could be a great opportunity to earn keyword rankings and links!
Now before we put it all together and solve SEO once and for all, you might be thinking, “What about technical and on-page SEO?!?”
And to that, I say, well those are just makeu…just kidding!
Technical and on-page elements play a major role in successful SEO and getting these elements wrong can derail the success of any content you create and undermine the equity of the links you secure.
Let’s be clear: if Google can’t crawl your site, you’re not showing up in its search results.
However, I categorize these optimizations under the umbrella of “content” within our content and links formula. If you’re not considering how search engines consume your content, along with human readers, then your content likely won’t perform well in the results of said search engines.
Rather than dive into the deep and complex world of technical and on-page SEO in this post, I recommend reading some of the great resources here on Moz to ensure your content is set up for success from a technical standpoint.
But to review the strategy I’ve laid out here, to be successful in search you need to:
Again, these concepts seem simple but are quite difficult to execute well. However, by drilling down to the two main factors for search visibility — content and links — you can avoid being overwhelmed or focusing on the wrong priorities and instead put all your efforts into the strategies that will provide the most SEO impact.
However, along with refocusing our own efforts, as SEOs we also need to simplify our message to the uninitiated (or as they’re also known, the other 99% of the population). I know from personal experience how quickly the eyes start to glaze over when I get into the nitty-gritty of SEO, so I typically pivot to focus on the most basic concepts: content and links.
People can wrap their minds around the simple process of creating good pages that answer a specific set of questions and then promoting those pages to acquire endorsements (backlinks). I suggest we embrace this same approach, on a broader scale, as an industry.
When we talk to potential and existing clients, colleagues, executives, etc., let’s keep things simple. If we focus on the two concepts that are the easiest to explain we will get better understanding and more buy-in for the work we do (it also happens that these two factors are the biggest drivers of success).
So go out, shout it from the rooftops — CONTENT AND LINKS — and let’s continue to do the work that will drive positive results for our websites and help secure SEOs rightful seat at the marketing table.
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!
Posted by rachelgooodmanmoore
Reporting is central to our jobs as SEOs and helps us to communicate the value of our work to stakeholders and clients alike. Without good reporting, it can be a challenge to illustrate our success in search. We know how important it is — but it can also be painful and clunky.
Am I the only one who moderately dreads what we might call “reporting season?” The timing of that season might vary — based on who you work for, what a reporting cycle looks like, and other factors — but ultimately it’s the time of year when we have to get our ducks in a row and report to our stakeholders: not only on the SEO progress that we’ve made, but what that progress equates to in terms of real-world implications.
For me, one of the biggest time-black-holes when building reports is the fact that I’m reaching to collect data from disparate sources to paint a full picture of my SEO work. I find myself grabbing screenshots from various tools, pulling them into a template that I’ve built, and wishing I had a streamlined process for it all … then, repeating the exact same data-wild-goose-chase-and-template-building-acrobatics for each site I track. Ugh.
A solution (which I admit I’m a totally biased fan of) has launched in Moz Pro this week. Within a Campaign’s custom reports, we’ve introduced nine custom report templates to help you report on what matters to your stakeholders. Just select a template and dive into the insights.
These templates are rooted in workflows that are popular within the Moz Pro app. Our team also conducted tons of customer interviews to identify what kinds of templates we needed to build. While you can edit templates to suit your individual needs, they come pre-loaded with descriptive insights and data that stands on its own to tell a story. If you have a Medium-level plan or higher, you’ve already got instant access to these templates.
Use one of Moz’s new report templates to pull together the data you need—depending on exactly what your reader needs to know. Choose from one of our nine most popular templates to tell your SEO story. Here’s what we’ve got:
The Competitive Analysis Overview Report provides a brief overview of how your site compares to your competitors. It highlights competitive metrics like search visibility and compares your site’s featured snippets, link profiles, and tracked keywords to your competitors. As an overview report, it will help quickly show stakeholders how your site compares to your competitors.
The Full Competitive Analysis Report gives a complete and thorough view of how your site stacks up against the competition. More in-depth and detailed than the aforementioned overview report, this one is perfect for stakeholders who want to know all the details about your SEO competition. It highlights competitive metrics, as well as in-depth comparisons across links, keyword performance, Domain Authority, and more.
The Campaign Overview Report is perfect to provide to any team members or clients who want exactly that—an overview of your site’s Campaign. The report includes a view of your Campaign dashboard, Search Visibility, and a look at site health, link data, and traffic.
The Link Analysis Report is ideal to pass along to any stakeholder who is particularly interested in link data. It provides an in-depth look at your own site’s links, as well as how your site stacks up against its competitors when it comes to link profiles. This report includes many important link metrics, including discovered & lost links, linking domains, anchor text, Domain Authority, and more.
The Rankings Analysis Report will be great for anyone who is curious about your site’s ranking performance, especially when it comes to top keywords. The report highlights a high-level overview of keyword performance, and then digs in to best- and worst-performing keywords, Search Visibility, traffic, and keyword opportunities.
The Ranking Opportunities Report is ideal for the stakeholder in your life who wants to know what the next steps might be for your keyword strategy. This report identifies some of the top keyword opportunities pulled in from Keyword Explorer and your Campaign, based on your site’s current performance. By highlighting keywords your site is already ranking for that you aren’t tracking, and opportunities to rank for new keywords, this is an easy report to pass along for consideration around future keyword strategy.
The Full Site Audit Report provides a very thorough, in-depth look at your site’s health. This report is ideal for any stakeholder or client who wants to know precisely how the site is doing and what outstanding work still needs to be done. Based on your site crawl in Moz Pro, this highlights actionable insights such as new and critical issues, crawler warnings, redirect issues, and metadata/content issues.
The Quick Site Audit Report is a briefer version of the aforementioned Full Site Audit Report. This report is easily digestible for any stakeholders who just want a high-level view of your site’s health and link profile. It highlights top-level crawl metrics, new site crawl issues, and quick link metrics.
The Search Visibility Report is ideal for a client or boss who just wants to know the answer to the age-old question: “How visible is my site?” This report provides a quick overview of your Moz Campaign before diving into trending search visibility and a comparison against competitors. Provide a clear answer to the question of how visible your site is with this concise report.
Feeling ready to jump into year-end reporting? We’re looking forward to your feedback. How do the new templates fit into your reporting workflows? Got other ideas on how we can continue to improve your reporting? Please feel free to share in the comments!
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!
Posted by rosssimmonds
If you’re one of the many marketers that shares your content on Facebook, Twitter, and Linked before calling it good and moving on, this Whiteboard Friday is for you. In a super actionable follow-up to his MozCon 2019 presentation, Ross Simmonds reveals how to go beyond the mediocre when it comes to your content distribution plan, reaching new audiences in just the right place at the right time.
What’s going on, Whiteboard Friday fans? My name is Ross Simmonds from Foundation Marketing, and today we’re going to be talking about how to develop a content distribution playbook that will drive meaningful and measurable results for your business.
First and foremost, content distribution is the thing that you need to be thinking about if you want to combat the fact that it is becoming harder and harder than ever before to stand out as a content marketer, as a storyteller, and as a content creator in today’s landscape. It’s getting more and more difficult to rank for content. It’s getting more and more difficult to get organic reach through our social media channels, and that is why content distribution is so important.
You are facing a time when organic reach on social continues to drop more and more, where the ability to rank is becoming even more difficult because you’re competing against more ad space. You’re competing against more featured snippets. You’re competing against more companies. Because content marketers have screamed at the top of their lungs that content is king and the world has listened, it is becoming more and more difficult to stand out amongst the noise.
Most marketers have embraced this idea because for years we screamed, “Content is king, create more content,”and that is what the world has done. Most marketers start by just creating content, hoping that traffic will come, hoping that reach will come, and hoping that as a result of them creating content that profits will follow. In reality, the profits never come because they miss a significant piece of the puzzle, which is content distribution.
In today’s video, we’re going to be talking about how you can distribute your content more effectively across a few different channels, a few different strategies, and how you can take your content to the next level.
There are two things that you can spend when it comes to content distribution:
In today’s video, we’re going to talk about exactly how you can distribute your content so when you write that blog post, you write that landing page, when you create that e-book, you create that infographic, whatever resource you’ve developed, you can ensure that that content is reaching the right people on the right channel at the right time.
So how can you do it? We all have heard of owned channels. Owned channels are things that you own as a business, as a brand, as an organization. These are things that you can do without question probably today.
For example, email marketing, it’s very likely that you have an email list of some sort. You can distribute your content to those people.
Let’s say you have a website that offers people a solution or a service directly inside of the site. Say it’s software as a service or something of that nature. If people are logging in on a regular basis to access your product, you can use in-app notifications to let those people know that you’ve launched a blog post. Or better yet, if you have a mobile app of any sort, you can do the same thing. You can use your app to let people know that you just launched a new piece of content.
You have social media channels. Let’s say you have Twitter, LinkedIn, Facebook. Share that content to your heart’s desire on those channels as well.
If you have a website, you can update an on-site banner, at the top or in the bottom right, that is letting people know who visit your site that you have a new piece of content. Let them know. They want to know that you’re creating new content. So why not advise them that you have done such?
If you have a sales team of any sort, let’s say you’re in B2B and you have a sales team, one of the most effective ways is to empower your sales team, to communicate to your sales team that you have developed a new piece of content so they can follow up with leads, they can nurture those existing relationships and even existing customers to let them know that a new piece of content has gone live. That one-to-one connection can be huge.
So when you’ve done all of that, what else can you do? You can go into social media. You can go into other channels. Again, you can spend time distributing your content into these places where your audience is spending time as well.
So if you have a Twitter account, you can send out tweets. If you have a Facebook page, of course you can put up status updates.
If you have a LinkedIn page, you can put up a status update as well. These three things are typically what most organizations do in that Phase 2, but that’s not where it ends. You can go deeper. You can do more. You can go into Facebook groups, whether as a page or as a human, and share your content into these communities as well. You can let them know that you’ve published a new piece of research and you would love for them to check it out.
Or you’re in these groups and you’re looking and waiting and looking for somebody to ask a question that your blog post, your research has answered, and then you respond to that question with the content that you’ve developed. Or you do the same exact thing in a LinkedIn group. LinkedIn groups are an awesome opportunity for you to go in and start seeding your content as well.
Or you go to Medium.com. You repurpose the content that you’ve developed. You launch it on Medium.com as well. There’s an import function on Medium where you can import your content, get a canonical link directly to your site, and you can share that on Medium as well. Medium.com is a great distribution channel, because you can seed that content to publications as well.
When your content is going to these publications, they already have existing subscribers, and those subscribers get notified that there’s a new piece being submitted by you. When they see it, that’s a new audience that you wouldn’t have reached before using any of those owned channels, because these are people who you wouldn’t have had access to before. So you want to take advantage of that as well.
Keep in mind you don’t always have to upload even the full article. You can upload a snippet and then have a CTA at the bottom, a call to action driving people to the article on your website.
You can use LinkedIn video to do the same thing. Very similar concept. Imagine you have a LinkedIn video. You look into the camera and you say to your connections, “Hey, everyone, we just launched a new research piece that is breaking down X, Y, and Z, ABC. I would love for you to check it out. Check the link below.”
If you created that video and you shared it on your LinkedIn, your connections are going to see this video, and it’s going to break their pattern of what they typically see on LinkedIn. So when they see it, they’re going to engage, they’re going to watch that video, they’re going to click the link, and you’re going to get more reach for the content that you developed in the past.
Slack communities are another great place to distribute your content. Slack isn’t just a great channel to build internal culture and communicate as an internal team.
There are actual communities, people who are passionate about photography, people who are passionate about e-commerce, people who are passionate about SEO. There are Slack communities today where these people are gathering to talk about their passions and their interests, and you can do the same thing that you would do in Facebook groups or LinkedIn groups in these various Slack communities.
Instagram stories and Facebook stories, awesome, great channel for you to also distribute your content. You can add a link to these stories that you’re uploading, and you can simply say, “Swipe up if you want to get access to our latest research.” Or you can design a graphic that will say, “Swipe up to get our latest post.” People who are following you on these channels will swipe up. They’ll land on your article, they’ll land on your research, and they’ll consume that content as well.
LinkedIn Pulse, you have the opportunity now to upload an article directly to LinkedIn, press Publish, and again let it soar. You can use the same strategies that I talked about around Medium.com on LinkedIn, and you can drive results.
Quora, it’s like a question-and-answer site, like Yahoo Answers back in the day, except with a way better design. You can go into Quora, and you can share just a native link and tag it with relevant content, relevant topics, and things of that nature. Or you can find a few questions that are related to the topic that you’ve covered in your post, in your research, whatever asset you developed, and you can add value to that person who asked that question, and within that value you make a reference to the link and the article that you developed in the past as well.
SlideShare, one of OGs of B2B marketing. You can go to SlideShare, upload a presentation version of the content that you’ve already developed. Let’s say you’ve written a long blog post. Why not take the assets within that blog post, turn them into a PDF, a SlideShare presentation, upload them there, and then distribute it through that network as well? Once you have those SlideShare presentations put together, what’s great about it is you can take those graphics and you can share them on Twitter, you can share them on Facebook, LinkedIn, you can put them into Medium.com, and distribute them further there as well.
You can go into forums. Let’s think about it. If your audience is spending time in a forum communicating about something, why not go into these communities and into these forums and connect with them on a one-to-one basis as well? There’s a huge opportunity in forums and communities that exist online, where you can build trust and you can seed your content into these communities where your audience is spending time.
A lot of people think forums are dead. They could never be more alive. If you type in your audience, your industry forums, I promise you you’ll probably come across something that will surprise you as an opportunity to seed your content.
Reddit communities, a lot of marketers get the heebie-jeebies when I talk about Reddit. They’re all like, “Marketers on Reddit? That doesn’t work. Reddit hates marketing.” I get it.
I understand what you’re thinking. But what they actually hate is the fact that marketers don’t get Reddit. Marketers don’t get the fact that Redditors just want value. If you can deliver value to people using Reddit, whether it’s through a post or in the comments, they will meet you with happiness and joy. They will be grateful of the fact that you’ve added value to their communities, to their subreddits, and they will reward you with upvotes, with traffic and clicks, and maybe even a few leads or a customer or two in the process.
Do not ignore Reddit as being the site that you can’t embrace. Whether you’re B2B or B2C, Redditors can like your content. Redditors will like your content if you go in with value first.
Sites like Imgur, another great distribution channel. Take some of those slides that you developed in the past, upload them to Imgur, and let them sing there as well.
There are way more distribution channels and distribution techniques that you can use that go beyond even what I’ve described here. But these just a few examples that show you that the power of distribution doesn’t exist just in a couple posts. It exists in actually spending the time, taking the time to distribute your stories and distribute your content across a wide variety of different channels.
That’s spending time. You can also spend money through paid marketing. Paid marketing is also an opportunity for any brand to distribute their stories.
First and foremost, you can use remarketing. Let’s talk about that email list that you’ve already developed. If you take that email list and you run remarketing ads to those people on Facebook, on Twitter, on LinkedIn, you can reach those people and get them engaged with new content that you’ve developed.
Let’s say somebody is already visiting your page. People are visiting your website. They’re visiting your content. Why not run remarketing ads to those people who already demonstrate some type of interest to get them back on your site, back engaged with your content, and tell your story to them as well? Another great opportunity is if you’ve leveraged video in any way, you can do remarketing ads on Facebook to people who have watched 10 seconds, 30 seconds, 20 seconds, whatever it may be to your content as well.
Then one of the opportunities that is definitely underrated is the fact that Quora now offers advertising as well. You can run ads on Quora to people who are asking or looking at questions related to your industry, related to the content that you’ve developed, and get your content in front of them as well.
Then influencers, you can do sponsored content. You can reach out to these influencers and have them talk about your stories, talk about your content, and have them share it as well on behalf of the fact that you’ve developed something new and something that is interesting.
When I talk about influencer marketing, I talk about Reddit, I talk about SlideShare, I talk about LinkedIn video, I talk about Slack communities, a lot of marketers will quickly say, “I don’t think this is for me. I think this is too much. I think that this is too much manual work. I think this is too many niche communities. I think this is a little bit too much for my brand.“
I get that. I understand your mindset, but this is what you need to recognize. Most marketers are going through this process. If you think that by distributing your content into the communities that your audience is spending time is just a little bit off brand or it doesn’t really suit you, that’s what most marketers already think. Most marketers already think that Twitter, Facebook, and LinkedIn is all they need to do to share their stories, get their content out there, and call it a day.
If you want to be like most marketers, you’re going to get what most marketers receive as a result, which is mediocre results. So I push you to think differently. I push you to push yourself to not be like most marketers, not to go down the path of mediocrity, and instead start looking for ways that you can either invest time or money into channels, into opportunities, and into communities where you can spread your content with value first and ultimately generate results for your business at the end of all of it.
So I hope that you can use this to uncover for yourself a content distribution playbook that works for your brand. Whether you’re in B2C or you’re in B2B, it doesn’t matter. You have to understand where your audience is spending time, understand how you can seed your content into these different spaces and unlock the power of content distribution. My name is Ross Simmonds.
I really hope you enjoyed this video. If you have any questions, don’t hesitate to reach out on Twitter, at TheCoolestCool, or hit me up any other way. I’m on every other channel. Of course I am. I love social. I love digital. I’m everywhere that you could find me, so feel free to reach out.
I hope you enjoyed this video and you can use it to give your content more reach and ultimately drive meaningful and measurable results for your business. Thank you so much.
If Ross’s Whiteboard Friday left you feeling energized and inspired to try new things with your content marketing, you’ll love his full MozCon 2019 talk — Keywords Aren’t Enough: How to Uncover Content Ideas Worth Chasing — available in our recently released video bundle. Learn how to use many of these same distribution channels as idea factories for your content, plus access 26 additional future-focused SEO topics from our top-notch speakers:
And don’t be shy — share the learnings with your whole team, preferably with snacks. It’s what video was made for!
Posted by MiriamEllis
A roller is a good tool for painting a house in big, broad strokes. But creating a masterpiece of art requires finer brushes.
Franchises face a unique challenge here: they know how to market at the national level, but often lack the detailed tools for reaching their local customers at a granular level. Google has stated that localization of search results is the greatest form of personalization they currently engage in. For franchises, where local sensitivity is lacking in the marketing plan, opportunity is being lost.
Don’t settle for this. Know that less-motivated competitors are losing this opportunity, too. This creates a large, blank canvas for a franchise you’re marketing to paint a new picture which takes state, regional and community nuances into account.
One famous example of localized marketing is McDonald’s offering SPAM in Hawaii and green chile cheeseburgers in New Mexico. For your franchise, it could revolve around customizing content for regional language differences (sub sandwich vs. po’ boy), or knowing when to promote seasonal merchandise at which locations (California vs. North Dakota weather).
What you need is marketing plan capable of scaling from national priorities to hyperlocal customers. Want the complete strategy now?
Today, we’ll explore the basics of getting to know your local customers, so that your national franchise can customize how you serve them. Build a strategy around the following:
First, you need to understand who your customers are. If you have an existing franchise, you can do this fairly easily by simply observing or asking them. You might run an online survey, or you might do some quick spot interviews right in your place of business. What you want to work out is:
Marketers spend a lot of time thinking about what we call the “customer journey.” This is just another way of saying we want to understand what happens between us and customers before they know our brand exist, after they discover it, up until they buy, and then beyond.
The best way to do this is to divide that experience into steps, understanding that some people will drop out of the process at every stage. Most corporate franchisers will recognize this as the “sales funnel.”
Here’s a simplified version of a sales funnel. Take the time to determine what happens at each stage in your own customers’ experience, and you’ll be a long way toward understanding how you can influence and help customers from one step to the next.
Sometimes this whole funnel can take place in the time it takes to spot a sign for ice cream and purchase a double scoop sundae. Sometimes it may take weeks, as your customers labor over the right financial advisor to choose.
Understanding how your customer is thinking and what goes into making the decision to use you is important and will guide decision-making and sales activity at both the franchisor and franchisee levels.
Most brands have already worked out their positioning with regard to other national brands, so this one is mainly for franchisees. Take some time to figure out who your direct competitors are in your local market. They might be other big brands, but there will also probably be local SMBs that are not on the corporate franchisor’s radar.
Having this information should help you to position yourself to win a bigger piece of the local pie. Is your competitor a gym that has better weight training and machines than you? Are they marketing mainly to younger men and athletes? Are they advertising on local radio? Perhaps you should double down on your cardio and yoga classes and try to attract more women or older clientele. Maybe adding some nutrition classes will encourage people trying to lose weight. And so on.
Once you’ve figured out who your customers are, how they buy, and how you plan to position your franchise in the local market, it’s time to put that plan into action by creating some content to support it.
For franchisors at corporate this means putting in the time to create an informative, interesting brand website with dynamic, engaging content. Your content should aim to educate, inform and/or entertain, rather than only sell. The more points of engagement your website offers to customers, the more reason they have to read, share, and link to your content, building authority. Your most valuable content will, of course, be the elements or pages that directly convert visitors into customers.
The content you put out over social media should follow this same precept, and lead back to your site as often as possible. Experts suggest that “60% of your posts you create should be engaging, timely content, 30% should be shared content, and only 10% should be promoting your products & services.” (Medium)
Invest some time in link building, in order to show Google’s algorithm how influential your site is and boost your authority and ranking.
Here are a few tips:
Find out more about link building and unstructured citation and how to increase them in The Guide to Building Linked Unstructured Citations for Local SEO.
Armed with good, authoritative content and an effective website, you’ll want to focus on how you manage all the channels available to you. This also includes managing your budget effectively. Most franchisor budgets are focused on the brand, and many franchisees don’t have a lot left over for local marketing, but here are some things to think about.
Adept franchise marketing requires the eye of Seurat: the ability to see life in hundreds of tiny points, making up a masterpiece. For you, franchise pointillism includes:
Ready for expert help from Moz in seeing the finer points? Download your copy:
Posted by amandamilligan
I’ve always considered the most challenging part about digital marketing to be prioritizing.
There are hundreds of tactics available to you, and it can be overwhelming to determine which of them are most appropriate for your marketing goals and your target audience. (And we all know what happens when you try to do too much — you do it all poorly.)
It’s critical to analyze the attitudes and behaviors of your current and potential clients/customers in order to best communicate with them in the methods they prefer.
But every now and then, it’s also helpful to zoom out and see how different marketing tactics are faring in general.
That’s why we surveyed 500+ Americans, asking them their thoughts on a variety of inbound and outbound marketing tactics.
Our objective was to better understand which tactics might be most effective on a broad scale and how people might feel about the various tactics they encounter.
Here are the biggest insights.
Here’s the thing: The marketing industry experiences a constant ebb and flow. A tactic like email marketing becomes popular, everyone does it, the space becomes diluted, and then other tactics start to gain traction as people seek out “quieter” channels.
That doesn’t mean those tactics no longer work. It just means it becomes harder for your message to be seen because the volume of content out there for people to read is expansive. You have to work harder for it, have an intimate understanding of the information your audience wants, and test relentlessly.
The prime example of this revealed in this survey is that when asked what people think is the best way to attract their business, they picked snail mail (53.31%) over email (38.37%).
A couple of years ago, I’d never have thought to consider direct mail over email. It’s costly and people tend to find mail cumbersome, sending a lot of it straight to the trash.
But over time, some have started to feel that way about email. It’s hard to filter out all of the spam, discern between good pitches and bad ones, and just sort through what feels like an endless stream of messages. Direct mail has started to feel more like a novelty. In fact, 28% of our respondents said they’ve never clicked on the “Promotions” Gmail tab.
The takeaway: Don’t let anyone tell you a channel is dead (except for maybe MySpace and other sites that are abandoned.) Take advantage of “quiet” channels but only if it makes sense for your audience. Focus on them, and the appropriate channel for you will become more obvious.
For example, some brands are seeing success endeavoring into the print magazine realm, a “quieter” channel that appeals to their specific audiences. (And how many times have we heard that print is dead?)
Privacy has certainly been a hot topic these days, but we shouldn’t be focusing solely on GDPR and other regulations (that’s where don’t be intrusive comes in). It’s not just about what’s legal — it’s also about what’s off-putting. Unsurprisingly, people don’t like to feel like they’re being oddly approached or “followed” online (or anywhere).
That probably explains why our survey found that of the 78% of people who said they notice retargeted ads, 56% have negative feelings toward them. That’s a pretty large amount of negativity for a tactic. In a separate question, 53% said they have ad blockers, choosing to bypass ads altogether.
Outbound marketing is about reaching out to people cold, but there’s an art to this.
Traditional advertising achieves No. 2 on the sentiment scale, and my interpretation of this is that people are so used to seeing advertisements on television and hearing them on the radio that it no longer has an intrusive vibe.
Email, sponsored social media posts, and ads still can carry that feeling, though.
Does that mean you shouldn’t utilize these tactics? Of course not. It does mean you have to be very strategy in applying them, though, or you’ll turn off your audience almost immediately.
The takeaway: When utilizing outbound strategies, make sure the recipients understand why they’re receiving the information and ensure what you’re providing speaks to a want or need of theirs. Make the value you’re providing immediately clear.
For example, I made a reservation at an Italian restaurant called Osteria Morini about a year ago. I received an email from them with the subject line “Fall Pasta Classes are Here!” Even though I didn’t remember signing up for their updates, I opened the email because I knew exactly what they were trying to tell me and I was interested. I also just went back and checked; they’ve only emailed me once since the reservation. That’s an extreme — I don’t advocate you sending one email a year — but only send emails with real value.
It shouldn’t come as a huge surprise that search engine optimization won out as one of the strongest strategies out there.
Notice in the first graph in the article that appearing in search results was listed as the best way to earn respondents’ business, and in the second graph, you’ll see that reading the type of content you’d find on those results carries the best sentiment.
Not only is it effective, but it’s also a common practice.
Using search engines to find answers is essentially an inherent online experience; nearly everyone does it, and if you’re not showing up in the SERPs, you can be missing out on massive opportunities to increase your brand awareness, connect with potential clients/customers, and build authority in your space.
I’d say authority is a huge piece of why search is so important to people. When you rank highly, it’s almost like the online equivalent of being published — “people” (other sites and Google) — vouch for you.
The authority piece is greater represented in the graph above. Reading customer reviews comes in right behind performing searches for how people learn more about a company or product, because people are constantly looking for authority and quality indicators in order to make the best decisions possible. (This is why E-A-T has been such a hot topic lately.)
The takeaway: SEO should always be a primary objective of your marketing team. If you’re in a competitive space and finding it difficult to rank for your target keywords, focus on the long-tail for queries that are directly relevant to your business. That way, you’re building authority with people who are already close to becoming customers/clients.
For example, when searching for daily planners, I noticed there are a few related keywords regarding daily planners that start as early as 5 a.m. The Better Dayplanner has an article that ranks for these types of keywords, meaning that people looking for something very specific will see them first. Sure, the search volume is low, but the traffic is as relevant as you can get.
After reading through this article (and reviewing the full inbound and outbound marketing survey), you can get a sense of which of your tactics may need modifying and which opportunities may be present. There’s no universally right or wrong answer; it’s highly dependent on the specifics of your brand and your target audience. But knowing general trends and preferences can help you shape your strategy so it’s as effective as possible.
Posted by BritneyMuller
There’s a lot of hype and misinformation about the new Google algorithm update. What actually is BERT, how does it work, and why does it matter to our work as SEOs? Join our own machine learning and natural language processing expert Britney Muller as she breaks down exactly what BERT is and what it means for the search industry.
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Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are talking about all things BERT and I’m super excited to attempt to really break this down for everyone. I don’t claim to be a BERT expert. I have just done lots and lots of research. I’ve been able to interview some experts in the field and my goal is to try to be a catalyst for this information to be a little bit easier to understand.
There is a ton of commotion going on right now in the industry about you can’t optimize for BERT. While that is absolutely true, you cannot, you just need to be writing really good content for your users, I still think many of us got into this space because we are curious by nature. If you are curious to learn a little bit more about BERT and be able to explain it a little bit better to clients or have better conversations around the context of BERT, then I hope you enjoy this video. If not, and this isn’t for you, that’s fine too.
I’m so excited to jump right in. The first thing I do want to mention is I was able to sit down with Allyson Ettinger, who is a Natural Language Processing researcher. She is a professor at the University of Chicago. When I got to speak with her, the main takeaway was that it’s very, very important to not over-hype BERT. There is a lot of commotion going on right now, but it’s still far away from understanding language and context in the same way that we humans can understand it. So I think that’s important to keep in mind that we are not overemphasizing what this model can do, but it’s still really exciting and it’s a pretty monumental moment in NLP and machine learning. Without further ado, let’s jump right in.
I wanted to give everyone a wider context to where BERT came from and where it’s going. I think a lot of times these announcements are kind of bombs dropped on the industry and it’s essentially a still frame in a series of a movie and we don’t get the full before and after movie bits. We just get this one still frame. So we get this BERT announcement, but let’s go back in time a little bit.
Traditionally computers have had an impossible time understanding language. They can store text, we can enter text, but understanding language has always been incredibly difficult for computers. So along comes natural language processing (NLP), the field in which researchers were developing specific models to solve for various types of language understanding. A couple of examples are named entity recognition, classification. We see sentiment, question answering. All of these things have traditionally been sold by individual NLP models and so it looks a little bit like your kitchen.
If you think about the individual models like utensils that you use in your kitchen, they all have a very specific task that they do very well. But when along came BERT, it was sort of the be-all end-all of kitchen utensils. It was the one kitchen utensil that does ten-plus or eleven natural language processing solutions really, really well after it’s fine tuned. This is a really exciting differentiation in the space. That’s why people got really excited about it, because no longer do they have all these one-off things. They can use BERT to solve for all of this stuff, which makes sense in that Google would incorporate it into their algorithm. Super, super exciting.
Where is this heading? Where is this going? Allyson had said,
“I think we’ll be heading on the same trajectory for a while building bigger and better variants of BERT that are stronger in the ways that BERT is strong and probably with the same fundamental limitations.”
There are already tons of different versions of BERT out there and we are going to continue to see more and more of that. It will be interesting to see where this space is heading.
How about we take a look at a very oversimplified view of how BERT got so smart? I find this stuff fascinating. It is quite amazing that Google was able to do this. Google took Wikipedia text and a lot of money for computational power TPUs in which they put together in a V3 pod, so huge computer system that can power these models. And they used an unsupervised neural network. What’s interesting about how it learns and how it gets smarter is it takes any arbitrary length of text, which is good because language is quite arbitrary in the way that we speak, in the length of texts, and it transcribes it into a vector.
It will take a length of text and code it into a vector, which is a fixed string of numbers to help sort of translate it to the machine. This happens in a really wild and dimensional space that we can’t even really imagine. But what it does is it puts context and different things within our language in the same areas together. Similar to Word2vec, it uses this trick called masking.
So it will take different sentences that it’s training on and it will mask a word. It uses this bi-directional model to look at the words before and after it to predict what the masked word is. It does this over and over and over again until it’s extremely powerful. And then it can further be fine-tuned to do all of these natural language processing tasks. Really, really exciting and a fun time to be in this space.
In a nutshell, BERT is the first deeply bi-directional. All that means is it’s just looking at the words before and after entities and context, unsupervised language representation, pre-trained on Wikipedia. So it’s this really beautiful pre-trained model that can be used in all sorts of ways.
Allyson Ettinger wrote this really great research paper called What BERT Can’t Do. There is a Bitly link that you can use to go directly to that. The most surprising takeaway from her research was this area of negation diagnostics, meaning that BERT isn’t very good at understanding negation.
For example, when inputted with a Robin is a… It predicted bird, which is right, that’s great. But when entered a Robin is not a… It also predicted bird. So in cases where BERT hasn’t seen negation examples or context, it will still have a hard time understanding that. There are a ton more really interesting takeaways. I highly suggest you check that out, really good stuff.
Finally, how do you optimize for BERT? Again, you can’t. The only way to improve your website with this update is to write really great content for your users and fulfill the intent that they are seeking. And so you can’t, but one thing I just have to mention because I honestly cannot get this out of my head, is there is a YouTube video where Jeff Dean, we will link to it, it’s a keynote by Jeff Dean where he speaking about BERT and he goes into natural questions and natural question understanding. The big takeaway for me was this example around, okay, let’s say someone asked the question, can you make and receive calls in airplane mode? The block of text in which Google’s natural language translation layer is trying to understand all this text. It’s a ton of words. It’s kind of very technical, hard to understand.
With these layers, leveraging things like BERT, they were able to just answer no out of all of this very complex, long, confusing language. It’s really, really powerful in our space. Consider things like featured snippets; consider things like just general SERP features. I mean, this can start to have a huge impact in our space. So I think it’s important to sort of have a pulse on where it’s all heading and what’s going on in this field.
I really hope you enjoyed this version of Whiteboard Friday. Please let me know if you have any questions or comments down below and I look forward to seeing you all again next time. Thanks so much.
Posted by PhilNottingham
Video and podcasts are only growing in popularity, proving to be an engaging way to reach your audience and find ways to talk about your industry or product. But it’s a crowded market out there, and finding a good idea is only half the battle. Join video marketing extraordinaire Phil Nottingham from Wistia as he explores how we can both uncover great ideas for a podcast or video series and follow through on them in this week’s episode of Whiteboard Friday.
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Howdy, Moz fans. My name is Phil Nottingham, and welcome to another edition of Whiteboard Friday. Today we’re going to talk about how to come up with a great idea for your video series or podcast. I think a lot of businesses out there understand that there’s just this great opportunity now to do a longer form series, a show in podcast or video form, but really struggle with that moment of finding what kind of idea could take them to the next level and help them stand out.
I think the most common error that businesses make is to start with the worst idea in the world, which is interviewing our customers about how they use our product. I’m sure many of you have accidentally fallen down this trap, where you’ve thought, “Ah, maybe that will be a good idea.” But the thing is even if you’re Ferrari or Christian Louboutin or the most desirable product in the world, it’s never going to be interesting for someone to sit there and just listen to your customers talking about your product.
The problem is that your customers are not a unique group of people, aside from the fact that they use your product. Usually there isn’t anything else that brings them together. For this kind of content, for a video series and podcast to really stand out and to grow in terms of their audience, we need to harness word of mouth. Word of mouth doesn’t grow through the way we often think about audience growth in marketing.
Many of us, particularly in the performance marketing space, are used to thinking about funnels. So we get more and more traffic into the funnel, get more people in there, and ultimately some of them convert. But the way word of mouth works is that a small group of people start communicating to another group of people who start communicating to another group of people. You have these ever-expanding circles of communication that ultimately allow you to grow your audience.
But that means you need to start with a group of people who are talking to one another. Invariably, your customers are not talking to each other as a kind of rule of thumb. So what you need to do is find a group of people, an audience who are talking to each other, and that really means a subculture, a community, or maybe an interest group. So find your group of customers and work out what is a subset of customers, what kind of community, wider culture they’re part of, a group of people who you could actually speak to.
The way you might find this is using things like Reddit. If there’s a subculture, there’s going to be a subreddit. A tool like SparkToro will allow you to discover other topics that your customer base might be interested in. Slack communities can be a great source of this. Blogs, there’s often any sort of topic or a niche audience have a blog. Hashtags as well on social media and perhaps meetup groups as well.
So spend some time finding who this audience is for your show, a real group of people who are communicating with one another and who ultimately are someone who you could speak to in a meaningful way.
Once you’ve got your audience, you then need to think about the insight. What the insight is, is this gap between desire and outcome. So what you normally find is that when you’re speaking to groups of people, they will have something they want to achieve, but there is a barrier in the way of them doing it.
This might be something to do with tools or hardware/software. It could be just to do with professional experience. It could be to do with emotional problems. It could be anything really. So you need to kind of discover what that might be. The essential way to do that is just through good, old-fashioned talking to people.
That kind of thing might tell you exactly what sort of topics, what problems people are having that they really try to solve in this interest group.
So what we need to do is find this particular little nugget of wisdom, this gold that’s going to give us the insight that allows us to come up with a really good idea to try and solve this barrier, whatever that might be, that makes a difference between desire and outcome for this audience. Once we’ve got that, you might see a show idea starting to emerge. So let’s take a couple of examples.
Let’s assume that we are working for like a DIY supplies company. Maybe we’re doing just sort of piping. We will discover that a subset of our customers are plumbers, and there’s a community there of plumbing professionals. Now what might we find about plumbers? Well, maybe it’s true that all plumbers are kind of really into cars, and one of the challenges they have is making sure that their car or their van is up to the job for their work.
Okay, so we now have an interesting insight there, that there’s something to do with improving cars that we could hook up for plumbers. Or let’s say we are doing a furniture company and we’re creating furniture for people. We might discover that a subset of our audience are actually amateur carpenters who really love wooden furniture. Their desire is to become professional.
But maybe the barrier is they don’t have the skills or the experience or the belief that they could actually do that with their lives and their career. So we see these sort of very personal problems that we can start to emerge an idea for a show that we might have.
So once we’ve got that, we can then take inspiration from existing TV and media. I think the mistake that a lot of us make is thinking about the format that we might be doing with a show in a very broad sense.
So like we’re doing an interview show. We’re doing a talk show. We’re doing a documentary. We’re doing a talent show. Whatever it might be. But actually, if we think about the great history of TV and radio the last hundred years or so, all these really smart formats have emerged. So within talk show, there’s “Inside the Actors Studio,” a very sort of serious, long, in-depth interview with one person about their practice.
There’s “The Tonight Show Starring Jimmy Fallon,” which has got lots of kind of set pieces and sketches and things that intermingle with the interview. There’s “Ellen,” where multiple people are interviewed in one show. If we think about documentaries, there’s like fly-on-the-wall stuff, just run and gun with a camera, like “Diners, Drive-Ins and Dives.” Carrying on the food thing, there’s “Chef’s Table,” where it’s very planned and meticulously shot and is an exposé of one particular chef.
Or something like “Ugly Delicious,” which is a bit more like a kind of exploratory piece of documentary, where there’s kind of one protagonist going around the world and they piece it together at the end. So you can think about all these different formats and try to find an idea that maybe has been done before in TV in some format and find your way through that.
So let’s think about our plumber example. Plumbers who love cars, well, we could do “Pimp My Ride for Tradesmen.”
That’s an interesting idea for a talk. Or let’s say we’re going after like amateur carpenters who would love to be professional. We could easily do “American Idol for Lumberjacks or Carpenters.” So we can start to see this idea emerge. Or let’s take a kind of B2B example. Maybe we are a marketing agency, as I’m sure many of you are. If you’re a marketing agency, maybe you know that some of your customers are in startups, and there’s this startup community.
One of the real problems that startups have is getting their product ready for market. So you could kind of think, well, the barrier is getting the product ready for market. We could then do “Queer Eye for Product Teams and Startups,”and we’ll bring in five specialists in different areas to kind of get their product ready and sort of iron out the details and make sure they’re ready to go to market and support marketing.
So you can start to see by having a clear niche audience and an insight into the problems that they’re having, then pulling together a whole list of different show ideas how you can bring together an idea for a potential, interesting TV show, video series, or podcast that could really make your business stand out. But remember that great ideas are kind of 10 a penny, and the really hard thing is finding the right one and making sure that it works for you.
So spend a lot of time coming up with lots and lots of different executions, trying them out, doing kind of little pilots before you work out and commit to the idea that works for you. The most important thing is to keep going and keep trying and teasing out those ideas rather than just settling on the first thing that comes to mind, because usually it’s not going to be the right answer. So I hope that was very useful, and we will see you again on another episode of Whiteboard Friday.
Posted by Jeff_Baker
Does reading that title give you a mini-panic attack?
Having gone through exactly as the title suggests, I can guarantee your anxiety is fully warranted.
If you care to relive my nightmare with me — perhaps as equal parts catharsis and SEO study — we will walk through the events chronologically.
Are you ready?
It was a Sunday morning. I was drinking my coffee and screwing around in our SEO tools, like normal, not expecting a damned thing. Then … BAM!
What. The. Hell?
As SEOs, we’re all used to seeing natural fluctuations in rankings. Fluctuations, not disappearances.
Immediately my mind goes to one place: it’s a mistake. So I jumped into some other tools to confirm whether or not Ahrefs was losing its mind.
Google Analytics also showed a corresponding drop in traffic, confirming something was definitely up. So as an SEO, I naturally assumed the worst…
Algorithm update. Please, please don’t let it be an algo update.
I jumped into Barracuda’s Panguin Tool to see if our issue coincided with a confirmed update.
No updates. Phew.
Nobody ever thinks clearly when their reptile brain is engaged. You panic, you think irrationally and you make poor decisions. Zero chill.
I finally gathered some presence of mind to think clearly about what happened: It’s highly unusual for keywords rankings to disappear completely. It must be technical.
It must be indexing.
A quick Google search for the pages that lost keyword rankings confirmed that the pages had, in fact, disappeared. Search Console reported the same:
Notice the warning at the bottom:
No: ‘noindex’ detected in ‘robots’ meta tag
Now we were getting somewhere. Next, it was time to confirm this finding in the source code.
Our pages were marked for de-indexing. But how many pages were actually de-indexed so far?
All of them. After sending a few frantic notes to our developer, he confirmed that a sprint deployed on Thursday evening (August 1, 2019), almost three days prior, had accidentally pushed the code live on every page.
But was the whole site de-indexed?
It’s highly unlikely, because in order for that to happen, Google would have had to crawl every page of the site within three days in order to find the ‘noindex’ markup. Search Console would be no help in this regard, as its data will always be lagging and may never pick up the changes before they are fixed.
Even looking back now, we see that Search Console only picked up a maximum of 249 affected pages, of over 8,000 indexed. Which is impossible, considering our search presence was cut by one-third an entire week after the incident was fixed.
Note: I will never be certain how many pages were fully de-indexed in Google, but what I do know is that EVERY page had ‘noindex’ markup, and I vaguely remember Googling ‘site:brafton.com’ and seeing roughly one-eighth of our pages indexed. Sure wish I had a screenshot. Sorry.
Once the problem was identified, our developer rolled back the update and pushed the site live as it was before the ‘noindex’ markup. Next came the issue of re-indexing our content.
I deleted the old sitemap, built a new one and re-uploaded to Search Console. I also grabbed most of our core product landing pages and manually requested re-indexing (which I don’t fully believe does anything since the most recent SC update).
There was nothing else we could do at this point, other than wait. There were so many questions:
Only time would tell.
In assessing the damage, I’m going to use the date in which the erroring code was fully deployed and populated on live pages (August 2nd) as ground zero. So the first measurement will be seven days completed, August 2nd through August 8th.
Search Console would likely give me the best indication as to how much our search presence had suffered.
We had lost about 33.2% of our search traffic. Ouch.
Fortunately, this would mark the peak level of damage we experienced throughout the entire ordeal.
During this period I was keeping an eye on two things: search traffic and indexed pages. Despite re-submitting my sitemap and manually fetching pages in Search Console, many pages were still not being indexed — even core landing pages. This will become a theme throughout this timeline.
As a result of our remaining unindexed pages, our traffic was still suffering.
Two weeks after the incident and we were still 8% down, and our revenue-generating conversions fell with the traffic (despite increased conversion rates).
Our pages were still indexing slowly. Painfully slowly, while I was watching my commercial targets drop through the floor.
At least it was clear that our search presence was recovering. But how it was recovering was of particular interest to me.
Were all the pages re-indexed, but with decreased search presence?
Were only a portion of the pages re-indexed with fully restored search presence?
To answer this question, I took a look at pages that were de-indexed, and re-indexed, individually. Here is an example of one of those pages:
Here’s an example of a page that was de-indexed for a much shorter period of time:
In every instance I could find, each page was fully restored to its original search presence. So it didn’t seem to be a matter of whether or not pages would recover, it was a matter of when pages would be re-indexed.
Speaking of which, Search Console has a new feature in which it will “validate” erroring pages. I started this process on August 26th. After this point, SC slowly recrawled (I presume) these pages to the tune of about 10 pages per week. Is that even faster than a normally scheduled crawl? Do these tools in SC even do anything?
What I knew for certain was there were a number of pages still de-indexed after three weeks, including commercial landing pages that I counted on to drive traffic. More on that later.
At this point I was getting very frustrated, because there were only about 150 pages remaining to be re-indexed, and no matter how many times I inspected and requested a new indexing in Search Console, it wouldn’t work.
These pages were fully capable of being indexed (as reported by SC URL inspection), yet they wouldn’t get crawled. As a result, we were still 9% below baseline, after nearly a month.
One particular page simply refused to be re-indexed. This was a high commercial value product page that I counted on for conversions.
In my attempts to force re-indexing, I tried:
Nothing worked. This page would not re-index. Same story for over one hundred other less commercially impactful URLs.
Note: This page would not re-index until October 1st, two full months after it was de-indexed.
By the way, here’s what our overall recovery progress looked like after four weeks:
The great plateau. At this point we had reindexed all of our pages, save for the ~150 or so supposedly being “validated.”
They weren’t. And they weren’t being recrawled either.
It seemed that we would likely fully recover, but the timing was in Google’s hands, and there was nothing I could do to impact it.
It took about six weeks before we fully recovered our traffic.
But in truth, we still hadn’t fully recovered our traffic, in that some content overperformed and was overcompensating for a number of pages that were not yet indexed. Notably, our product page that wouldn’t be indexed for another ~2.5 weeks.
On balance, our search presence recovered after six weeks. But our content wasn’t fully re-indexed until eight-plus weeks after fixing the problem.
For starters, definitely don’t de-index your site on accident, for an experiment, or any other reason. It stings. I estimate that we purged about 12% of all organic traffic amounting to an equally proportionate drop on commercial conversions.
Once pages re-indexed, they were fully restored in terms of search visibility. The biggest issue was getting them re-indexed.
Some main questions we answered with this accidental experiment:
Yes, we fully recovered and all URLs seem to drive the same search visibility.
Search visibility returned to baseline after six weeks. All pages re-indexed after about eight to nine weeks.