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Targeted Link Building in 2016 - Whiteboard Friday
Posted by randfish
SEO has much of its roots in the practice of targeted link building. And while it’s no longer the only core component involved, it’s still a hugely valuable factor when it comes to rank boosting. In this week’s Whiteboard Friday, Rand goes over why targeted link building is still relevant today and how to develop a process you can strategically follow to success.
Click on the whiteboard image above to open a high resolution version in a new tab!
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about four questions that kind of all go together around targeted link building.
Targeted link building is the practice of reaching out and trying to individually bring links to specific URLs or specific domains — usually individual pages, though — and trying to use those links to boost the rankings of those pages in search engine results. And look, for a long time, this was the core of SEO. This was how SEO was done. It was almost the start and the end.
Obviously, a lot of other practices have come into play in the industry, and I think there’s even been some skepticism from folks about whether targeted link building is still a valid practice. I think we can start with that question and then get on to some of these others.
When does it make sense?
In my opinion, targeted link building does make sense when you fulfill certain conditions. We know from our experimentation, from correlation data, from Google’s own statements, from lots of industry data that links still move the needle when it comes to rankings. If you have a page that’s ranking number 4, you point a bunch of new links to it from important pages and sites around the web, particularly if they contain the anchor text that you’re trying to rank for, and you will move up in the rankings.
It’s also okay if you say, “Hey, we’re not yet ranking in the top 20, but our paid search page is ranking on page 1. We know that we have high conversions here. We want to move from page 3, page 4 up to page 1, and then hopefully up into the top two, top three results. Then it is worth this targeted link building effort, because when you build up that visibility, when you grow those rankings, you can be assured that you are going to gain more visits, more traffic that will convert and send you these key business metrics and push those things up. So I do think targeted link building still makes sense when those conditions are fulfilled.
Is this form of link building worthwhile?
Is this something that can actually do the job it’s supposed to do? And the answer, yeah. Look, if rank boosting is your goal, links are one of the ways where if you already have a page that’s performing well from a conversion standpoint — from a user experience standpoint, pages per visit, your browse rate, things like time onsite, if you’re not seeing high bounce rate, if you have got a page that’s clearly accessible and well targeted and well optimized on the page itself — then links are going to be the most powerful, if not one of the most powerful, elements to moving your rankings. But you’ve got to have a scalable, repeatable process to build links.
You need the same thing that we look for broadly in our marketing practices, which is that flywheel. Yes, it’s going to be hard to get things started. But once we do, we can find a process that works for us again and again. Each successive link that we get and each successive page whose rankings we’re trying to move gets easier and easier because we’ve been there before, we’ve done it, we know what works and what doesn’t work, and we know the ins and outs of the practice. That’s what we’re searching for.
Buckets:
One: one-to-one outreach. This is you going out and sending usually an e-mail, but it could be a DM or a tweet, an at reply tweet. It could be a phone call. It could be — I literally got one of these today — a letter in the mail addressed to me, hand-addressed to me from someone who’d created a piece of content and wanted to know if I would be willing to cover it. It wasn’t exactly up my alley, so I’m not going to. But I thought that was an interesting form of one-to-one outreach.
It could be broadcast. Broadcast is things like social sharing, where we’re broadcasting out a message like, "Hey, we’ve produced this. It’s finally live. We launched it. Come check it out.” That could go through bulk e-mail. It could go through an e-mail subscription. It could go through a newsletter. It could go through press. It could go through a blog.
Then there’s paid amplification. That’s things like social ads, native ads, retargeting, display, all of these different formats. Typically, what you’re going to find is that one-to-one outreach is most effective when you can build up those relationships and when you have something that is highly targeted at a single site, single individual, single brand, single person.
Broadcast works well if, in your niche, certain types of content or tools or data gets regular coverage and you already reach that audience through one of your broadcast mediums.
Paid amplification tends to work best when you have an audience that you know is likely to pick those things up and potentially link to them, but you don’t already reach them through organic channels, or you need another shot at reaching them from organic and paid, both.
Building a good process for link acquisition
Let’s end here with the process for link acquisition. I think this is kind of the most important element here because it helps us get to that flywheel. When I’ve seen successful link builders do their work, they almost all have a process that looks something like this. It doesn’t have to be exactly this, but it almost always falls into this format. There’s a good tool I can talk about for this too.
But the idea being the first step is opportunity discovery, where we figure out where the link opportunities that we have are. Step 2 is building an acquisition spreadsheet of some kind so that we can prioritize which links we’re going to chase after and what tactics we’re going to use. Step 3 is the execution, learn, and iterate process that we always find with any sort of flywheel or experimentation.
Step 1: Reach out to relevant communities
We might find that it turns out for the links that we’re trying to get relevant communities are a great way to acquire those links. We reach out via forums or Slack chat rooms, or it could be something like a private chat, or it could be IRC. It could be a whole bunch of different things. It could be blog comments.
It could be press and publications. There are industry publications that cover certain types of data or launches or announcements or progress or what have you. Perhaps that’s an opportunity.
Resource lists and linkers. So there’s still a ton of places on the web where people link out to. Here’s a good set of resources around customer on-boarding for software as a service companies. Oh, you know what? We have a great post about that. I’m going to reach out to the person who runs this list of resources, and I’m going to see if maybe they’ll cover it. Or we put together a great meteorology map looking at the last 50 winters in the northeast of the United States and showing a visual graphic overlay of that charted against global warming trends, and maybe I should share that with the Royal Meteorological Society of England. I’m going to go pitch their person at whatever.ac.uk it is.
Blog and social influencers. These are folks who tend to run, obviously, popular blogs or popular social accounts on Twitter or on Facebook or on LinkedIn, or what have you, Pinterest. It could be Instagram. Potentially worth reaching out to those kinds of folks.
Feature, focus, or intersection sources. This one’s a little more complex and convoluted, but the idea is to find something where you have an intersection of some element that you’re providing through the content of your page that you seem to get a link from and there is intersection with things that other organizations or people have interest in.
So, for example, on my meteorology example, perhaps you might say, “Lots of universities that run meteorology courses would probably love an animation like this. Let me reach out to professors.” “Or you know what? I know there’s a data graphing startup that often features interesting data graphing stuff, and it turns out we used one of their frameworks. So let’s go reach out to that startup, and we’ll check out the GitHub project, see who the author is, ping that person and see if maybe they would want to cover it or link to it or share it on social.” All those kinds of things. You found the intersections of overlapping interest.
The last one, biz devs and partnerships. This is certainly not a comprehensive list. There could be tons of other potential opportunity to discover mechanisms. This covers a lot of them and a lot of the ones that tend to work for link builders. But you can and should think of many other ways that you could potentially find new opportunities for links.
Step 2: Build a link acquisition spreadsheet
Gotta build that link acquisition spreadsheet. The spreadsheet almost always looks something like this. It’s not that dissimilar to how we do keyword research, except we’re prioritizing things based on: How important is this and how much do I feel like I could get that link? Do I have a process for it? Do I have someone to reach out to?
So what you want is either the URL or the domain from which you’re trying to get the link. The opportunity type — maybe it’s a partnership or a resource list or press. The approach you’re going to take, the contact information that you’ve got. If you don’t have it yet, that’s probably the first thing on your list is to try and go get that. Then the link metrics around this.
There’s a good startup called BuzzStream that does sort of a system, a mechanism like this where you can build those targeted link outreach lists. It can certainly be helpful. I know a lot of folks like using things like Open Site Explorer and Followerwonk, Ahrefs, Majestic to try and find and fill in a bunch of these data points.
Step 3: Execute, learn, and iterate
Once we’ve got our list and we’re going through the process of actually using these approaches and these opportunity types and this contact information to reach out to people, get the links that we’re hoping to get, now we want to execute, learn, and iterate. So we’re going to do some forms of one-to-one outreach where we e-mail folks and we get nothing. It just doesn’t work at all. What we want to do is try and figure out: Why was that? Why didn’t that resonate with those folks?We’ll do some paid amplification that just reaches tens of thousands of people, low cost per click, no links. Just nothing, we didn’t get anything. Okay, why didn’t we get a response? Why didn’t we get people clicking on that? Why did the people who clicked on it seem to ignore it entirely? Why did we get no amplification from that?
We can have those ideas and hypotheses and use that to improve our processes. We want to learn from our mistakes. But to do that, just like investments in content and investments in social and other types of investments in SEO, we’ve got to give ourselves time. We have to talk to our bosses, our managers, our teams, our clients and say, “Hey, gang, this is an iterative learning process. We’re going to figure out what forms of link building we’re good at, and then we’re going to be able to boost rankings once we do. But if we give up because we don’t give ourselves time to learn, we’re never going to get these results.”
All right, look forward to your thoughts on tactical link building and targeted link building. We’ll see you again next week for another edition of Whiteboard Friday. Take care.
Video transcription by Speechpad.com
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11 Excuses That Serious Bloggers Don’t Make
You have decided you want to spend more time on your blog.
You’ve been thinking about this for quite some time, discussing it with friends and maybe even your cat.
But you haven’t started yet.
There’s a long list of things that are holding you back. You don’t have time, money, ideas, confidence or anything else you think you need in order to blog professionally. Maybe you’re tired, busy or stressed. So you tell your cat, “Maybe once I’m feeling perfect, with an abundance of wonderful blog ideas, I’ll start on my blog. I need a guaranteed audience, anyway.”
It’s time for you to face it.
Even professional bloggers, making money hand over fist, have to struggle through obstacles. Very seldom do professionals blog under perfect conditions. There will always be something in the way – no support, little confidence, poor health or very little time.
But guess what?
Nearly every blogger on the internet faces the exact same problems.
These things holding you back from blogging begin to look very much like excuses when you realize that professionals often have the same problems you do, don’t they?
Below are some of the most common reasons used to excuse yourself from becoming a blogger.
If you previously believed any of them to be true, you will probably have changed your mind by the time you’re done reading this…
1. People aren’t going to like my opinions
Blogging is often an extremely personal business. Especially when you’re writing about topics such as home décor, fashion and health, you can feel like you are posting your personal feelings out on the internet for everyone to see.
Even non-personal topics can expose your personal feel and touch.
While you may consider yourself to be alone in feeling hesitant to reveal your personal opinion, this is a common feeling among bloggers.
Even your favorite hero of the blog world feels nervous every time he or she hits the “Publish” button. If you are hanging back from blogging because you are afraid no one will like your blog, just try writing a post and publishing it.
If no one at all likes your post (which is extremely unlikely), you will have lost nothing. However, if people do like your writing, they’ll let you know (and come back for more!).
If you’re starting to feel discouraged from negative reviews, always remember that a negative response is actually positive.
It means your writing is powerful.
It means that your writing has the ability to make your readers react.
2. I have nothing new to contribute
“There is nothing new under the sun, is there? So why bother blogging? Everyone’s already said everything there is to say.”
This is a common feeling among first-time bloggers.
But it is not true.
Everyone has their own personal voice and the unique way to describe something, for example, might be what sets you apart from the competition.
No one has had exactly the same experiences that you have, no one has read the books and articles you have and no one has had exactly the same experiences. Genuinely original ideas very seldom come to even the top dogs of the blogging world.
What sets these bloggers apart is the unique lens through which they view the world, their personality and their writing style.
3. Everybody’s already writing about this topic
Let’s say you want to write a blog on dance music.
To get ideas flowing, you do a Google search and discover to your horror that countless other people have had the same idea and actually beat you to writing the blog. And some these people have been blogging on dance music for years.
So why would anyone want to read your blog?
Look at it this way: There are lots of blogs on this topic because there are lots of people who want to read about dance music. They want new and better information on the topic, so you should feel encouraged by the presence of numerous blogs on the same topic you want to write about.
“If there aren’t popular blogs in the niche you’re interested in, find a new one!”
So don’t be scared to write about a topic many other bloggers are already writing about.
There are countless ways you can cover any given topic, and your personal spin will add a unique edge to your articles.
Alternatively you could collaborate with some other people and use the 6-3-5 method to come up with over 100 new ideas in just 30 minutes.
4. I’m far too busy for blogging
You are on your feet, running from place to place from midnight to midnight (it feels like) and it doesn’t look like you have time to work on a blog post every day, or week, or how ever often you’d like to blog.
You tell yourself you just don’t have time… but guess what?
Unless they’re getting an actual salary for the work, professional bloggers don’t have unlimited time for working on their blogs either.
They are often just as busy (in fact most likely busier) than the average person.
So how can you find the time?
Probably, you take your smartphone everywhere you go.
Take advantage of the little blocks of time you have while you’re waiting in traffic, in line at the grocery store or while you’re waiting to pick your kids up from school and work on your blog.
You might feel a little silly, and people may think you’re obsessive, but that’s okay.
At least you’re getting your blog post written.
Another way to make time for your blog is to set up a non-negotiable date with yourself at a quiet coffee shop once a week and work on your blog post at that time. A handy online tool to keep you on track to making time for writing is 750 Words, which helps you build a streak of daily writing and rewards you as your streak grows.
If you try to wait until time to blog pops up, you will be waiting forever.
So create the time and blog away.
5. I don’t know where to start
So you make a list of everything that needs to be done for your blog and immediately go into a state of brain freeze.
What should you do first – brainstorm blog post ideas, create a social media presence, work on the blog design or any one of the other 101 things on your to-do list?
The best way to start is to write up a list of everything that needs to be accomplished and select tasks based on how you are currently feeling at the moment.
Perhaps you’re feeling artistically creative, but are dead sick of writing. When you’re in this mood, you should focus on designing your blog.
If your creative writing juices are flowing, perhaps you should work on brainstorming ideas. Try to match your current mood and disposition to an appropriate task on your list.
It really doesn’t matter what order you decide to accomplish your tasks.
Getting the work accomplished is what’s important.
So create a list of things to be accomplished and get to work.
6. I can’t blog right now – It’s not a good time
Perhaps your cat is sick and you want to wait to start blogging until she feels better.
Or perhaps you feel your bank account balance is chronically low and are hesitant to commit your limited resources to blogging.
Every time you contemplate beginning your blog, you say to yourself, “No, it’s not a good time right now. As soon as I have problems A, B and C under control, I’ll start blogging.”
The sad truth is, the moment you have A, B and C under control brand-new problems will pop up out of nowhere and smile at you.
There is very seldom a perfect place in your – or any blogger’s – life where you can blog to your heart’s content with no problems whatsoever.
If you try to wait until your blogging conditions are perfect, you will be waiting forever. If times are hard for you, you can take baby steps towards your blogging goals every day – maybe coming up with one blog post idea per day, if that’s all you can do.
Record your tiny steps dutifully, and when life calms down again, you’ll have jumpstarted your blog.
7. I’m too tired
Coming home after the nine-to-five job, you have to make dinner, clean up, put the kids to bed and do whatever preparations you need towards getting out to work the next day.
After accomplishing that, you’re too exhausted to do anything except curl up on the sofa with a cup of joe and watch The Walking Dead.
You tell yourself that you are simply too tired to work on your blog.
This excuse just doesn’t pass muster.
Nothing gives a person more energy than working towards a goal you care about. If you’re feeling wiped out at the end of the day, just sitting down and working on the blog can get your creativity working and get you excited and energized.
One of my students recently had an idea for an e-book. The excitement and energy she got from the idea enabled her to work on it from late in the evening until 2am. She accomplished the 180-page project, as well as the marketing plan, in just three weeks.
So if you’re feeling exhausted and unmotivated, make yourself open up the laptop and try working for 15 minutes.
Usually, you’ll find that after ten minutes, you’ve almost magically found the brain power and energy to keep on working for a long time.
8. I shall fail
Of course, you don’t want to fail, be rejected or ignored.
But this isn’t a good reason to not work on your blog.
Yes, you tell yourself that no blog posts means there’s no way you can look up your traffic on Google Analytics and panic as you realize nobody cares. But not writing is a failure in a class of its own.
Besides, if you start on the blog, at least there is a chance people will be interested, right?
The authors of all the blogs in your inbox all took a risk when they released their first blog post.
If you try blogging, there’s a 50% chance you will succeed and a 50% chance you will fail. If you don’t even try, there’s a 100% chance that you will fail.
9. If my blog succeeds, my friends will hate me
Maybe you’re worried that, if your blog becomes popular, you’ll lose friends, who will envy your success and refuse to socialize with you anymore.
To be honest, you are better off without friends if they become envious over your success.
True friends will rejoice with you in your achievements. Don’t waste time worrying over whether fake friends will ostracize you. Just get writing.
10. I have to study more
You are virtually – no pun intended – inundated with books, webinars, tips and blogs on how to start a blog.
The next one may have the perfect compilation of data you need to get your blog off the ground. So you keep learning about WordPress, learning about Social Media, learning about SEO and never getting anywhere.
This is a common excuse, because there is no exact way of knowing when you’ve studied enough to stop learning and start blogging.
The fastest way to determine whether you’ve studied enough or not is to get your blog up and running and start posting. Your readers’ response -or the lack thereof – will inform you where exactly you are when it comes to know-how.
Don’t feel bad if your first posts are terrible – before you know it, they will become lost in time’s shifting sands.
11. I don’t have any good ideas
This is one of the most common excuses in the blogging world.
Wondering how to generate one idea after the other on the same topic for days, weeks and months can be so daunting that you want to quit before you even begin.
One great way to come up with new ideas is to be prepared for “inspired” moments. There are usual times where you are suddenly buried in a deluge of great ideas all at once – while going to sleep, driving or showering.
Try to be prepared for these moments by carrying a notepad or your smartphone with you at these times. But don’t take your smartphone in the shower unless it has a waterproof case!
If you are still stuck you can check out my list of 47 content ideas for bloggers.
Conclusion
If these or any other excuses are preventing you from blogging, remember that even successful bloggers face little demons like these.
Even the most successful bloggers aren’t immune to hesitation or doubt – they’ve simply learned to push through and take action.
And you can, too.
Guest Author: Jamie Spencer is a blogging coach and helps bloggers to start their first blog at setupablogtoday.com . Follow Jamie on Twitter @setupablogtoday.
The post 11 Excuses That Serious Bloggers Don’t Make appeared first on Jeffbullas’s Blog.
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Account Manager - Affiliate Marketing
View details & apply online for this Account Manager - Affiliate Marketing vacancy on reed.co.uk, the UK’s #1 job site.
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Affiliate Marketing and references - part time from home
Vindale Research is currently looking for affiliate partners for their research. It’s a part time freelance position where you’ll be ask to participate to …
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DramaFever finds Latin America loves Korean soap operas
Chief among them were the hiring of professional translators, the launch of local-language mobile apps and an affiliate marketing program that …
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My Single Best SEO Tip for Improved Web Traffic
Posted by Cyrus-Shepard
Howdy Moz Fans,
After more than 5 years — including an 18-month hiatus as a Moz associate — tomorrow marks my last day working as a Mozzer.
Make no mistake — I love this job, company, and community. Moz has taught me to be a better marketer. Both Rand Fishkin and Sarah Bird (and many others) have taught me more about emotional intelligence and how to treat others than I thought possible of myself. Moz has introduced me to amazing coworkers and industry folk around the world. I’m truly grateful for this experience.
Since my first YouMoz post was accepted for publication by Jen Lopez before I even worked here, I’ve done my best to share SEO tips and tactics to help people advance their marketing and improve online visibility. These posts are truly the thing I’m most proud of.
Time for one last SEO tip, so I hope it’s a good one…
SEO white lies
The beauty of SEO is that, instead of pushing a marketing message onto folks who don’t want to hear what you have to say, you can reverse-engineer the process to discover exactly what people are looking for, create the right content for it, and appear before them at exactly the moment they are looking for it. It’s pull vs. push.
Works like magic. Customers come to you.
Let’s begin this process by telling a lie.
“Content is king.”
Bull hockey. The king doesn’t rule jack squat. A truer statement is this: If content is king, then the user is queen, and she rules the universe. Let’s say that again, because this is important.
“The user is queen, and she rules the universe.”
Google only cares about your content inasmuch as it answers the user’s search query. Search results are not a collection of “good” content; they are a ranked list of content that best satisfies what the user is looking for.
Here’s a typical process many SEOs use when building content:
- Conduct keyword research to discover what people are searching for relative to your niche.
- Pick a series of high-volume, low-competition phrases
- Build content around these phrases and topics
- Launch and market the page. Build some links.
- Watch the traffic roll in. (Or not)
- Move on to the next project.
The shortcoming of this approach is that 1–4 are often hit or miss. Google’s Keyword Planner, perhaps the best available keyword tool available, is famous for not surfacing most long-tail keywords. Additionally, creating the exact content and building the right links in order for Google to rank you for precise pages is challenging as well.
Unfortunately, this where most people stop.
My advice: Don’t stop there.
This whole process relies on traditional SEO signals to rank your content higher. Signals like keyword usage and PageRank (yes, it’s a real ranking factor). While these factors remain hugely important, they miss the point of where SEO has already moved.
In our latest Ranking Factors Expert Survey, we asked over 150 top search marketers to rate which factors they see gaining and losing significance in Google’s algorithm. The results showed that while most traditional SEO features were expected to either retain or decrease in influence, we found that user-based features were expected to increase.
In addition to signals like mobile-friendliness, site speed, overall UX, and perceived quality, the factors I want to focus on today include:
- Page matches the searcher’s intent: In other words, the page has a high probability of being what the user is actually looking for.
- Search engine results clickstream data: This may include measuring the search results that users actually click, as well as the pogo-sticking effect.
- Task completion: The user is able to complete the task they set out to do. In other words, their questions have been completely answered.
What I am going to talk about is how to improve all three of these factors for underperforming pages at the same time, using a single technique.
Here’s the tip: Optimize for how users are actually using the page — as opposed to how you optimized the page ahead of time — and you’ll see significantly better traffic.
Once you begin receiving traffic from search engines, you have an incredible amount of data regarding real search visits. If your page receives any traffic at all, Google has already guessed what your content is about — right or wrong — and is sending some traffic to you. In all reality, there is a gap between the traffic you thought you were optimizing for when you created the page, and the traffic you are actually getting.
You want to close that gap. We’ll ask and answer these 3 questions:
- Is my content matching the intent of the visitors I’m actually receiving?
- Based on this intent, is my search snippet enticing users to click?
- Does my page allow users to complete their task?
Here’s how we’re going to do it. I present your SEO homework.
1. Identify your low-to-mid performing pages
This process works best on pages with lower or disappointing traffic levels. The reason you want to stay away from your high-performing pages is the adage: “If it ain’t broke, don’t fix it.”
That’s not to say that high-performing pages can’t be improved, but whenever you make changes to a page you risk ruining the things that work well, so for now we’re going to focus on our under-performers.
The simplest way is to use analytics to identify pages you believe are high quality — and target good keyword phrases — but receive less traffic than you’d expect based on site averages.
For this example I’ll use Google Search Console for my data, although you could use other platforms such as Bing Webmaster or even features found in Moz Pro.
Here’s a picture of our traffic and search queries for Followerwonk. While it’s a good amount of traffic, something looks off with the second URL: it receives 10x more impressions than any other URL, but only gets a 0.25% click-through rate. We’ll use this URL for our process.
2. Discover mismatches between user intent and content
Next, we want to discover the keyword phrases that surface our URL in search results. Here’s how you do it in Search Console.
After you complete #3 above by clicking on the URL you wish to analyze, you’ll find a page of data isolating that URL, but it will lack keywords. Now hit the “Queries” tab to filter keywords filtered for this specific URL.
For our Followerwonk URL, we discover an interesting result. The phrase “twitter search” generated a million search impressions, but only 724 clicks. Google believes we deserve to rank for this query, but obviously the page doesn’t offer what people are looking for
Or does it?
The Followerwonk Bio Search page offers advanced Twitter bio search, complete with lots of advanced options you can’t find on Twitter. It’s reasonable that tons of people searching for “twitter search” would find enormous value in this page. So why the disconnect?
A quick screenshot reveals the heart of the problem.
That’s it — the entire page. Very little explanatory text makes it difficult to quickly grasp what this page is about. While this is an awesome page, it fails in one key aspect for its highest volume search query.
The page fails to satisfy user intent. (At least in a quick, intuitive way.)
So how can we fix this? Let’s move on to the next steps.
3. Optimizing for user intent
Now that we understand how users are actually finding our page, we want to make it obvious that our page is exactly what they are looking for to solve their problem. There are 5 primary areas this can be accomplished.
- Title tag
- Meta description
- Page title and headers
- Body text
- Call to action
Rewriting the title tags and descriptions of underperforming pages to include the keyword queries users perform to find your URL can lead to a quick increase in clicks and visits.
Additionally, after you get these clicks, there’s a growing body of inconclusive evidence that higher click-through rates may lead to higher rankings. In the end, it really doesn’t matter. The whole point is that you get more traffic, one way or another.
The key is to take this data to optimize your search snippet in a way that entices more and better traffic.
Earning the click is only half the battle. After we get the visitor on our site, now we have to convince them (almost immediately) that we can actually solve the problem they came here to find. Which leads to…
4. Improving task completion
Consider this: A user searches for “best restaurants in Seattle.” You want your pizza parlor to rank #1 for this query, but will this satisfy the user?
Likely not, as the user is probably looking for a list of top restaurants, complete with reviews, hours, maps, and menus. If you can offer all — like TripAdvisor, Opentable, and Yelp — then you’ve helped the user complete their task.
The key to task completion is to make solving the user’s problem both clear and immediate. On our Followerwonk page, this could be accomplished by making it immediately clear that they could perform an advanced Twitter search, for free, along with an expectation of what the results would look like.
A standard for task completion can be found by answering the following question: After the user visits this page, will they have completely found what they are looking for, or will they need to return to Google for help?
When the query is satisfied by your website, then you’ve achieved task completion, and likely deserve to rank very highly for the targeted search query.
5. Submit for reindexing
The beauty of this process is that you can see results very quickly. The easiest thing to do is to submit the page for reindexing in Google, which can help your changes appear in search results much faster.
You may see changes submitted this way reflected in search results within minutes or hours. Usually it’s not more than a day or two.
6–7. Measure results, tweak, and repeat
Now that your results are live, you want to measure present performance against past. After a few days or weeks (whenever you have enough data to make statistically significant decisions) you want to specifically look at:
- Rankings, or overall impressions
- Clicks and click-through rate
- Engagement metrics, including bounce rate, time on site, and conversions
Warning: You may not get it right the first time. That’s okay. It’s fine to iterate and improve (as long as you don’t destroy your page in the process). In fact, that’s the whole point!
If you follow this process, you may see not only increases in traffic, but improved traffic coming to your site that better aligns what you offer with what the visitor is searching for.
The best content that aligns with user intent is what search engines want to deliver to its users. This is what you want to broadcast to search engines. The results can be rewarding.
Transitions
What’s next for me? In the near term, I’m starting a boutique online publishing/media company, tentatively named Fazillion. (Our aim is to produce content with heart, as we ourselves are inspired by sites like Mr. Money Mustache, Wait but Why, and Data is Beautiful.)
I can’t express enough how much this company and this community means to me. Moving on to the next adventure is the right thing to do at this time, but it makes me sad nonetheless.
Say what you want, SEO is a wonderful industry of awesome human beings.
— Cyrus Shepard (@CyrusShepard) January 21, 2016
Coincidentally, my departure from Moz creates a unique job opening for a talented SEO and Content Architect. It should make a wonderful opportunity for the right person. If you’re interested in applying, you can check it out here: SEO Content Marketer at Moz
Happy SEO, everybody! If you see me walking down the street, be sure to say hi.
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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среда, 27 января 2016 г.
5 Growth Hacks to Help You Grow Your Blog Business
“One of the most misleading perspectives of a dinosaur’s history is the one that effectively proves that this creature was unintelligible and inhumane and therefore faced a grave threat to its existence and continuance, ever since the pre-Jurassic period. This distinction demolishes the creature’s uniqueness and cognitive abilities and overlooks, in its entirety, all rescinding factors that suggest evidence to the contrary.”
Confusing, isn’t it? It is nearly impossible to understand the above paragraph without reading it at least twice. Some might still not understand it. And this is one of the biggest reasons why many blogging businesses fail to take-off.
Blogging is an art. However, you do not need to be like Picasso to create a compelling blog post, nor do you need to be an art-fan to appreciate it. Some of the most SEO-revolutionizing blog posts are written in simple and easy-to-read language with little-to-no technicalities.
If you’re a small business wondering how to grow your blog business to boost your SEO rankings and get more clients, here are 5 growth hacks to help you grow your business blog:
1. Sharing case studies
What is the best way to improve your blog quality? Robbie Richards considers the mix of right keywords and case studies as the “ultimate guide to limitless organic traffic and potential business leads.”
Nowadays, most readers and first time buyers are looking for product reviews before making their final buying decision. They have particular keywords in mind, when using a Google Search. If you want to make your blog posts relevant, reliable and action-oriented, then case studies are what you need.
This means juicing up your blogs with the right keywords. UAV Coach, a small business that offers educational resources for aspiring aerial videographers, used this tactic. To build up its reputation, the organization searched for high-density keywords and created relevant blogs.
2. Don’t take competitors lightly
Competitor resources are powerful. Think of them as an alternative route to a congested road. As a blogger, you need to keep a check on your competitors business if you want to stay ahead of the game and leave clients begging for more.
Brian Dean reiterates that, “Testimonials and Competitor Keyword Analysis are two of the most important resources you need to make your blog business grow.” In 2014, Shane and Jocelyn Sam made a little over $140,000. They were not selling any products!
They were two online marketers who spent an adequate amount of time reading testimonials of competitors and understanding the specific keywords such competitors used. This allowed them to create compelling blog posts that helped skyrocket their earnings.
3. Connect with your audience
Imagine you’re planning to launch a new range of high-calorie chocolate pastries and your blog posts are published in an online fitness journal. Similarly, think about a new range of baby care products being marketed to singles. Neither strategies work.
Your blogs are only good if your readers can relate to them. Unless you’ve identified your target audience, you’ll end up running around in circles and praying for a miracle! Blog Guru Jon Morrow remarks, “Being a popular blogger isn’t about being a teacher, it’s about being a performer.”
As a stalwart inspirational blogger, Jon Morrow first identifies his audience and evaluates their needs. He then relies on anecdotes to create blog posts that compel his audience to take the desired action.
Here’s an example of his work:
4. Hosting irresistible contests across Facebook
Let’s admit it. There’s a lot more to Facebook than memes, cat videos, keyboard warriors, and selfies! The popular social network makes Zuckerberg a rich man through promotions, contests, and advertising – something that guarantees a slice of the pie for your blogging business too.
“You can easily generate leads without spinning out 2000 word articles every week. The simplest approach is to rely on Facebook for the job. Hosting an irresistible contest on Facebook gets you more viewers and readers than any other source,” remarks Jon Loomer.
Dinesh D’Souza is a public figure and author. Sometime back, he decided to launch a Facebook contest. The winner of the contest was to get a free eBook, written by the author. The very idea of a giveaway was one of the most powerful reasons why his Facebook page had more than 4,500 views and over 2,200 registered with his mailing list.
The conversion rate swelled to 50%. The contest also grew his fan base and following exponentially. Here’s a small snippet of what happened:
5. Never underestimate emails
Some marketing moguls opine that emails are a waste of time. In today’s world, people barely have time to read an email and most of them are likely to skim through the content. However, one simply cannot deny the power of a short and sweet message.
Short emails can help improve your response rates. We’re not saying that long and overly personalized messages are good or that short and cold emails do the trick. The key is to strike a balance. Here’s an example of a short and powerful email, attached to a blog post, which i sent to a blogger:
And here’s the response i received:
In a nutshell…
Blogging is an integral part of digital marketing. The industry is relatively new and is booming. Several new entrants are making their way to the top. The creativity pool and talent is global and potentially limitless.
In such a scenario, you cannot leave anything up to chance. Enough has been said on how to write an effective blog. But no attention is paid on how to get your message across? How to connect with your audience? How to add that perfect finishing touch to your blogs?
Case studies, competitor analysis, social media, email, and avid readers are some of the many factors that separate a good blog from a boring one. Think of these as the five stepping stones towards effective blog marketing.
If you have some other Holy Grails to Effective Blogging in mind or want to share your success story, feel free to leave your comment below!
Guest Author: Bill Achola is a digital marketing consultant and a professional blogger specializing in content writing and marketing at Billacholla.com. He works closely with B2B and B2C companies providing the right content that generates social shares, comments, and traffic back to their business blogs.
The post 5 Growth Hacks to Help You Grow Your Blog Business appeared first on Jeffbullas’s Blog.
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BrandVerity Introduces Its New Affiliate Monitoring and Trademark Monitoring Certifications
This is important for those who use BrandVerity to monitor affiliate marketing partners. It can be difficult to identify or correct affiliates who are violating …
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Tradedoubler Becomes Latest Affiliate Network to Dabble in 'Shoppable' Images
The performance marketing group is allowing its network of 180,000 publishers to monetise another aspect of their editorial by embedding links into …
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Manufacturing Serendipity: How to Create Content that Captivates Your Audience
Posted by Isla_McKetta
Fifteen minutes into my first ever flight with my newborn son — a flight that had been delayed for an hour and a half, during which we’d held off feeding him so he could eat on the way up to make sure his little ears wouldn’t pop from the pressure and he wouldn’t start the flight screeching — fifteen minutes in, we were still ascending and even with his little head concealed beneath a nursing scarf, I could tell he was starting to get full.
I was terrified.
If he started screaming I had no idea how we would survive the four hours left in the flight. My husband and I were not the cool couple who had brought earplugs and coffee cards for all the passengers around us. I was certain everyone would hate us and, even worse, we’d never, ever fly again. I was the worst mother in the history of mothers.
As I was readjusting my son and trying to keep him calm, I noticed this phrase on the back of the nursing scarf’s label:
You, too, can grab your audience by the heartstrings and build a lasting connection that gets them to come back to you time and again while also evangelizing your business to all their friends. Because while the designers of the Itzy Ritzy nursing scarf did not know specifically when or how this new mom was going to need encouragement and, yes, the kindness of strangers, it was an easy guess to say that every one of their customers would at some point. And with a cheap, but creative, insertion of content on the back side of their label, they won my heart and loyalty.
This is called manufacturing serendipity and here’s how you do it.
Understand your audience’s needs
We talk a lot about empathy at Moz, and that’s because the value of empathy cannot be overstated — in marketing or in life. Empathy is a super power. Dr. Brené Brown describes that super power as “feeling with people,” and it creates a spark of connection for the person being empathized with. That spark can be fanned into the burning passion of a long-lasting relationship — in business and in life.
To understand how to empathize with your customer, first create personas. Find out where your audience is emotionally. Figure out what they’re insecure about, what scares them, what they most need in the moment that they’re visiting your site. It’s not rocket science to understand that a new mom might be feeling insecure about nursing her child in public, and if that’s what your product is designed to help her with… go that extra mile to connect.
Ways to reach into your customer’s soul and speak to their needs include:
- A car insurance company that caters to the accident prone starting their rate page with copy that assures the customer the company will be there no matter what happens.
- Creating an ROI calculator after uncovering that your customer needs your software to generate client reports, sure, but she also needs to be able to show her boss the value she’s adding to the company with her daily work.
- Understanding that everyone’s time is limited, ask the most essential survey question first and then give your customer the chance to expound if he wants to. Like Sears does at the bottom of their two-question satisfaction survey:
Put content in the right places
Are you using all the content opportunities available to you? Reeling from the sniffles, fussiness, and, yes, boogies, that came with my son’s first cold, I opened up the lid on a package of Boogie Wipes to find this:
The wise marketers at Boogie Wipes know that many parents will buy almost anything to make their child feel better. So they seized the opportunity to let me know that they have even more products to help me. Serendipity? It sure felt like it. And you can bet someone (not it!) dashed off to the drug store to buy some saline spray.
You don’t have to turn your site into the Times Square of the Internet to put content in the right places. Instead:
- Include a call to action at the end of product-related blog posts for a free trial or other promo.
- Send a reminder email to a customer who’s filled their cart and then left your site. Bonus points if you can pinpoint and speak to why they might not have finished the transaction. Comparison shopping? Offer a discount. Too busy to finish? Suggest a recurring delivery option.
- Use the mobile version of your site or app to direct customers to your nearest storefront.
- Make sure the link to your next webinar or event is on your homepage so no one has to dig for it.
- Or, like clothing retailer Boden, put an order widget at the bottom of all those reviews so it’s super easy to order the item after doing your due diligence:
It doesn’t always take a large change to connect your customer with the content they need.
Surprise, delight, inform
Serendipity is the feeling of happy coincidence. If your content sparks surprise, incites delight, and manages to inform along the way, you’re more likely to get the response you’re looking for from a potential customer. According to Dr. Read Montague, a neuroscientist at Baylor, surprise lights up the brain’s reward pathways. And, unfortunately, delight in marketing is still surprising to most people, so by delighting your customer, you’re creating a positive association with your brand in two ways.
Some favorite examples of content that’s surprised, delighted, and informed me are:
- The way The Land of Nod positions a website error is both amusing and perfectly tailored to their audience:
- A “Moments” announcement email from Twitter. Instead of telling me about their new feature, they clued into what I use this account for (live-tweeting The Bachelor) and surfaced content that’s specific to my interests:
- The image on AirBNB’s 503 error page captures that feeling we have when something gets between us and that sweet treat (or vacation reservation) we’ve been dreaming about:
- And, finally, because not all content is online, I love the way yogurt maker Brown Cow uses the lids of their yogurt to playfully highlight the many ways a customer could eat the yogurt’s cream top. This both signals to me that the yogurt has a cream top (not everyone’s favorite) and shows me new ways to experience it:
Now that you understand your customer’s needs, are looking at creative content placement, and understand how important it is to surprise, delight, and inform your audience, you have the tools you need to help serendipity along.
So if you’re ready to build a lasting connection with your customers, go manufacture some serendipity already. You might just soothe the nerves of a new mom so well that she’ll start evangelizing your products the minute she safely steps off the plane with her calm, jet-setting son.
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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вторник, 26 января 2016 г.
Warning about internet marketing courses in the market
Day 2 of the course, X taught how to do affiliate marketing. However, I soon realized that the cost involved to do the affiliate marketing is easily more …
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Affiliate Marketing Manager
We are looking for an experienced affiliate marketing manager who has preferably worked for a large agency or large company with multiple business …
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Is Affiliate Marketing A Viable Business Model In 2016?
With large publishers like Gawker Media latching onto affiliate marketing, columnist Rae Hoffman discusses what’s ahead for the industry this year and …
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Income Access taking meetings for ICE, LAC
2-4 at the ExCel London, and the London Affiliate Conference (LAC), from … will be showcasing the full range of the company’s marketing services.
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Moz Announces $10 Million Financing Round to Build on Momentum of New Products
Posted by SarahBird
Greetings, Moz Community!
We’ve been very busy at Moz. In keeping with my tradition, I’ll tell you what we’ve been up to in excruciating detail in my upcoming 2015 Year in Review post (next week).
But first, some big news! Moz closed a $10 million Series C round of financing yesterday. We’ve got great VC partners in Foundry Group and they are ponying up the entire round.
Unlike Jack Donaghy, my leadership mentor, I’m buzzing with excitement. I have ambitious goals for Moz and it feels fantastic to get more support on our journey.
[The Aspiration]
The fundamental relationship between organizations and their current and potential customers is changing. New marketing disciplines are emerging to take advantage of exciting changes in how we learn, communicate, make friends, and conduct business. Moz was founded to help marketers capitalize on these shifts.
We are helping people understand and grow their digital influence, and using ours to spread TAGFEE. We’re helping organizations transform how they market to be more Transparent, Authentic, Generous, Fun, Empathetic, and Exceptional. People have higher expectations about how businesses will interact with them, and less patience for dated and inauthentic approaches.
My dream is that Moz will be a force for good in marketing and in our communities. I’m passionate not just about what we do, but about how we do it. And I’ve got great investors, like Foundry, who feel the same.
We want to build beautiful software that customers love and that consistently delivers value. We want to be an inclusive place that helps you learn and build something greater than you can build alone. We also want to share what we have with the communities around us. After all, we’re all in this together, one way or another.
[The Struggle]
We’ve soared and stumbled along the way. Sometimes within the same day. It’s exhausting and exhilarating simultaneously. Entrepreneurship is not for the faint of heart.
Late 2013 and early 2014, in particular, tested our mettle. We struggled through a brutal product launch and a bunch of scaling challenges. We made mistakes large and small, a few of which we’re still working to resolve.
In the immortal words of Jack Donaghy, management legend, “Business doesn’t get me down; Business gets me off.” We tortured ourselves for lessons, questioned and gave up old dogmas, and began transforming ourselves into an even greater company.
[The Transformation]
At the time of our Series B, we had a single SAAS product and an API. We ended 2015 with a portfolio of FIVE products and another big project on the way. In 2015, we invested in building new products, new engineering platforms, and retiring tech debt. We’re not slowing down in 2016. We’re building on our momentum.
Moz Local growth is burning up!
Moz Local makes it fun and painless for brick-and-mortar businesses in the US and UK to grow their digital influence. After a mere 21 months, Moz Local has already generated an impressive $5.7 million USD in its lifetime (cash, not revenue). Moz Local revenue grew over 400% last year alone! We’re currently helping over 60,000 business locations manage their information across the web.
In November 2015, we released a major update to Moz Local that shows how a business location is performing over time and compared to its competitors. We’re also making it easier for businesses to manage their Google My Business profiles. The new features are in beta now and will be available for purchase in February.
If you haven’t played with Moz Local yet, start by checking to see if your business’s information is accurate.
Introducing our newest addition: Moz Content
We’re hoping to replicate Moz Local’s success by launching more standalone tools.
For example, our recently launched Moz Content helps marketers understand and improve their content marketing efforts. This product is powered by a proprietary Moz API to identify keywords and topics interesting to their audience. We’re still very early in this newborn product lifecycle and we’re shipping updates regularly. Since December, over 28,500 marketers have performed ~22,000 content audits and 44,000+ content searches. Usage continues to climb as we add features and polish to our brand-new product.
If you haven’t yet, give Moz Content a whirl.
[The Money]
This round of financing allows us to build on the momentum we’ve started by growing our new product lines, and kicking Moz Pro and Moz Local up a notch.
In the year ahead, we’ll use the money for growth initiatives, like marketing, experimenting our way to product/market fit, and adding sales and account management folks.
If you’re really into the funding details…
Our pre-money valuation was $120 million. We did about $38 million in revenue for 2015. For reference, our 2012 Series B pre-money was $75 million. We’ve carried forward the same basic terms from the last round (1x liquidation and non-participating preferred). Foundry is contributing the entire $10 million. (Thanks, Foundry!)
Brad Feld, whom we love, is stepping off of the board, and Seth Levine (also from Foundry) is stepping on. I’m getting to know Seth and I’ve enjoyed all my interactions with him. He’s TAGFEE, deeply experienced, and passionate about Moz. He’ll be a great addition to the board. I like to think of this as gaining Seth, rather than losing Brad; they are both still on Team Moz.
Thanks for your support!
I want Moz to be a company that customers and employees love. I want to create something lasting and meaningful.
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9 Unexpected Ways to Ramp Up Marketing Productivity
Fair warning: You may think I’ve lost my mind after reading this, but science backs me up.
Almost every person reading this works too hard. We are connected 24/7. We work during our commutes, at the dinner table, before breakfast and after dinner. And we may be spending more time to get less done.
If you feel like you’re spinning your wheels, it may be time to step back and reassess. Crank up your productivity by working smarter – getting more done in less time.
1. Get more sleep
Seven to eight hours, and don’t skimp. In study after study, sleep deprivation has been found to lower productivity. In Sleep Disorders and Sleep Deprivation, aggregated studies estimated the U.S. cost of lost productivity due to sleep deprivation at $41.1 billion per year. Add in injuries, illness, and on-the-job accidents, and you’re looking at hundreds of billions.
Workers who get a good night’s sleep pay more attention to detail, have better memory, and are better able to make decisions.
Arianna Huffington, Co-founder and Editor-in-chief of The Huffington Post, says more sleep is no less than the secret to success.
2. Take breaks
That’s right, to get more done, you should literally work less. DeskTime studied the habits of their users and found that the 10% who are most productive work 52 minutes at a time, and take a 17 minute break. I know, oddly specific.
Set a time and devote yourself to work for those 52 minutes – no distractions. It’s similar to the concept used in The Pomodoro Technique, which advises 25 minute working sprints.
Scientific study backs the concept of beneficial breaks. Researchers at the University of Illinois found that focus starts to drop after 40 minutes of sustained mental effort.
Cornell University found the same results when they studied insurance company workers in 1999. Working on the theory that computer workers tend to be overly focused and ignore breaks. They developed a program to remind workers to take a break and stretch. The fastest typists showed a 40% improvement in accuracy over comparably skilled workers in the control group, who were not reminded to take breaks.
So what’s the most effective kind of break? To boost creativity and energy, take a walk. In just 20 minutes, you can improve memory and cognitive skills.
3. Collaborate more
Millenials are on the right track. Unlike older generations, they are the internet generation – crowdsourcing from birth. Working with a team helps you stay on track and increases your productivity. Interestingly, the productivity boost and other benefits of teamwork apply to collaborative, self-directive teams. Team management has actually been found counter-productive. Teams overburdened by management tend to suppress personal initiative and authoritative action.
Don’t have a team? Me either, I’m a freelancer, and I work (mostly) alone. But every day, I have regular work meetings with an accountability partner, my friend and fellow writer, Cindy Watrous. We start the day by discussing what tasks are on the agenda for the day, then check in at intervals to report progress, brainstorm ideas and talk over career goals. I find that if one of us can’t make check-in for some reason, my productivity suffers.
4. Singletask
We’ve all been so proud of it for so long, it’s strange to think that multitasking might hurt productivity, but that’s exactly what Devora Zack, author of Singletasking: Get More Done – One Thing at a Time, says. And she documents solid neuroscientific evidence to back it up. One brain scan study even reveals that chronic multitaskers lose brain matter over time.
Singletasking is simple and easy to understand. Shut everything else down and do one thing at a time. James Hamblin, MB the health editor of The Atlantic says to have one tab open at a time. I just counted mine. 35.
5. Eat right
Eat the right foods. The food you choose can enhance your creativity, sharpen your focus, and help you avoid distracting health issues. And you might even lose a few pounds, which, let’s be honest, would make most netizens feel better overall. Sujan Patel wrote a list of the 15 foods you should be eating for better productivity.
(Source: Life Is A Bowl Full Of Cherries)
6. Schedule your day
Many of us are most alert and productive first thing in the morning, but that’s not the case for everyone. To find your optimal work schedule, keep track of what you”re already doing and figure out when you’re at your most alert. Schedule the most mentally taxing tasks of your day when you’re most focused and awake. Seems like a no-brainer.
Many of us who work online face similar problems as shift workers. Our clients might be anywhere in the world, and that can result in some very strange work hours. It’s not unusual to have bursts of creativity in the morning and again in the evening. And most of us are pretty useless in the middle of the afternoon. Good time for a nap.
7. Use the IoT
There’s no scientific evidence for this one, but it makes sense to put everything on auto. My medicines arrive at my door every three months, my car sends me an email when it needs a service, and now, not only can you order your office supplies online, your office supplies can order their own refills when they run low. How meta is that, when your stuff can order stuff?
All kidding aside, we are becoming increasingly automated, and that’s probably a good thing. Once we grow accustomed to interconnected devices, our machines will pick up a lot of slack – by monitoring home safety for better piece of mind, optimizing heating, cooling, and lawn watering to save money and maintain comfort, and by providing us all the info we need to do necessary maintenance on everything… including our own health.
8. Harness the power of Kawaii
Don’t say I didn’t warn you about thinking I’ve lost my mind. Researchers in Japan studied the effect of cuteness (kawaii) on productivity. You read that right, cuteness. Specifically, baby animals. They found that students performed a simple task much better after viewing baby animals than after looking at either adult animals or pictures of food.
(Source: The Power of Kawaii: Viewing Cute Images Promotes a Careful Behavior and Narrows Attentional Focus)
9. Have better sex
You’re paying attention now, aren’t you? Sex is great. It’s relaxing, life-affirming, and it makes you happy. There’s even evidence that people who have sex at least four times a week make more money.
“These days we’re busier than ever, and many people tell me that they’re too tired to have sex. Yet, most people agree that sex is one of the most relaxing and pleasurable activities in our life. It connects us to our partner and helps us feel more confident and alive. When we have good sexual experiences, we feel more balanced, whole and happy. Making the time for ourselves and our relationship is important to feeling good at our jobs, which makes us more productive and successful!” – Lori Buckley, Psy.D., CST., Sinclair Institute
And, let’s not forget that exercise makes you more productive and sex is great exercise. Are you still here? Get busy!
Guest Author: Sherry Gray is a freelance content writer from Key West, FL, currently suffering the burbs of Orlando. She’s a science geek, a business and marketing writer, and an unapologetic fan of all things bacon. Connect with Sherry on Twitter@sherisaid or on Linkedin.
The post 9 Unexpected Ways to Ramp Up Marketing Productivity appeared first on Jeffbullas’s Blog.
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The Most Important Things We Learned About Google's Panda Algo
Posted by jenstar
Webmasters were caught by surprise two weeks ago, when Google released many new statements about their Panda algorithm to The SEM Post. Traditionally, Google tends to be rather quiet about their search algorithms, but their new comments were a departure from this. Google was quite transparent and shared a lot of new Panda-related information that many SEOs weren’t aware of.
Here are what I consider to be the top new takeaways from Google about the Panda algorithm. These are all things that SEOs can put into action, either to create new, great-quality content or to increase the quality value of their current content.
First, the Panda algorithm is specifically about content. It’s not about links, it’s not about mobile-friendliness, it’s not about having an HTTPS site. Rather, the Panda algorithm rewards great-quality content by demoting content that’s either quite spammy in nature or that’s simply not very good.
Now, here are the most important things you should know about Panda, including some of the mistakes and misconceptions about the algorithm update that have confused even the expert SEOs.
Removing content Google considers good
One big issue is that many SEOs have been promoting the widespread removal of content from websites that were hit by Panda. In actuality, however, what many webmasters don’t realize is that they could be shooting themselves in the foot by doing this.
When performing content audits, many penalty experts will cut a wide swath through the site’s content and remove it. Whether claiming that X% of content needs to be removed to recover from Panda or that older, less fresh content needs to be removed, doing this without the proper research will cause rankings to decrease even further. It’s never a “surefire Panda recovery tactic,” despite what some might say.
Unfortunately for SEOs, there’s no magic formula to recover from Panda when it comes to the quantity, age, or length of the content on the site. Instead, you need to look at each page to determine its value. The last thing you want to do is remove pages that are actually helping.
Fortunately, we have the tools to be able to determine the “good versus bad” when it comes to figuring out what Google considers quality. And the answer is in both Google Analytics (or whatever your preferred site analytics program is) and in Google Search Console.
If Google is sending traffic to a page, then it considers it quality enough to rank. If you were going to remove one of these pages because it was written a few years ago or because it was below a magic word count threshold, you would lose all the future traffic Google would send to that page.
If you’re determined to remove content, at least verify that Google isn’t sending those pages traffic before you add to your Panda problems by losing more traffic.
Your content should match the search query
We all laugh when we look in our Google Search Console Search Analytics and see the funny keywords people search for. However, part of providing quality content is also delivering those content expectations. In other words, if a search is repeatedly bringing visitors to a specific page, you’ll want to make sure that page delivers the promised content.
From the Panda Algo Guide:
A Google spokesperson also took it a step further and suggested using it also to identify pages where the search query isn’t quite matching the delivered content. “If you believe your site is affected by the Panda algorithm, in Search Console’s Search Analytics feature you can identify the queries which lead to pages that provide overly vague information or don’t seem to satisfy the user need for a query.”
So if your site has been impacted by Panda — or you’re concerned it might be and want to be proactive — start matching up popular queries with their pages, making sure you’re fully delivering on those content query expectations. While this won’t be as big of a concern for sites not impacted by Panda, it’s something to keep in mind if you do notice those “odd” keywords popping up with frequency.
Ensuring your content matches the query is also one of the easiest Panda fixes you can do, although it might take some legwork to spot those queries that under-deliver. Often, it’s just a matter of slightly tweaking a paragraph or two, or adding an additional few paragraphs to change the content for those queries from “meh” to “awesome.” And if you deliver that content on the visitor’s landing page, it means they’re more likely to stick around, view more of your content, and share it with others — rather than hitting the back button to find a page that does answer their query.
Fixable? Or kill it with fire?
“Fixing” versus “removing” is another area where many experts disagree. Luckily, it’s been one of the areas that Google has been pretty vocal about if you know where to find those comments.
Google has been a longtime advocate of fixing poor quality content. Both Gary Illyes and John Mueller have repeatedly talked about improving the quality of content.
In a hangout, John Mueller said:
Overall, the quality of the site should be significantly improved so we can trust the content. Sometimes what we see with a site like that will have a lot of thin content, maybe there’s content you are aggregating from other sources, maybe there’s user-generated content where people are submitting articles that are kind of low quality, and those are all the things you might want to look at and say what can I do; on the one hand, hand if I want to keep these articles, maybe prevent these from appearing in search.
Now, there are always edge cases, and this is what many experts get hung up on. The important thing to remember is that Google’s not talking about those weird, random edge cases, but rather what applies to most websites. Is it forum spam for the latest and greatest Uggs seller? Of course, you’ll want to remove or noindex it. But if it’s the content you hired your next-door neighbor to write for you, or “original” content you bought off of Fiverr? Improve it instead.
If you do have thin content that you’ll want to upgrade in the future, you can always noindex it for now. If it’s not indexable by Google, it’s not going to hurt you, from a Panda perspective. However, it’s important to note that you still need to have enough quality content on your site, even if you’re noindexing or removing the bad stuff.
This is also what Google recommended in the Panda Algo Guide:
A Google spokesperson also said this, when referring to lower quality pages. “Instead of deleting those pages, your goal should be to create pages that don’t fall in that category: pages that provide unique value for your users who would trust your site in the future when they see it in the results.”
Still determined to remove it after checking all the facts? Gary Illyes gave suggestions during his keynote at Pubcon last year on how to remove thin content properly.
Ranking with Panda
One of the most surprising revelations from Google is that sites can still rank while being affected by Panda. While there are certainly instances where Panda impacts an entire site, and this is probably true in the majority of cases, it is possible that only some pages are negatively impacted by Panda. This is yet another reason you want to be careful when removing pages.
From the Panda Algo Guide:
What most people are seeing are sites that have content that is overwhelmingly poor quality, so it can seem that an entire site is affected. But if a site does have quality content on a page, those pages can continue to rank.
A Google spokesperson confirmed this as well.
The Panda algorithm may continue to show such a site for more specific and highly-relevant queries, but its visibility will be reduced for queries where the site owner’s benefit is disproportionate to the user’s benefit.
This comment reinforces the idea from Google that a key part of Panda is where Google feels the site owner is getting the most benefit from a visitor to their site, rather than vice-versa.
Duplicate content
One of the first things that webmasters do when they get hit by Panda is freak out over duplicate content. And while managing your duplicate content is always a good idea from a technical standpoint, it doesn’t actually play any kind of a role in Panda, as confirmed by John Mueller late last year.
And even then, John Mueller described fixing duplicate content on a priority scale as “somewhere in the sidebar or even quite low on the list.” In other words, focus on what Panda is impacting first, then clean up the non-Panda related technical details at the end.
Bottom line: Duplicate content can certainly affect your SEO. But from a Panda perspective, if your main focus is on getting your site ranking well again in Google after a Panda hit, leave it until the end. Google is usually pretty good about sorting it out, and if not, it’s fixable with either some redirects or canonicals.
Word count
Many webmasters fixate on the idea that content has to be a certain number of words to be deemed “Panda-proof.” There are plenty of instances of thousand-word articles that are extremely poor quality, and other examples of content so great that even having only a hundred or so words will trigger a featured snippet… something Google tends to give only to higher-quality sites.
Now, if you’re writing content, there’s nothing wrong with trying to set up certain benchmarks for the number of words — especially if you have contributors or you’re hiring writers. There’s no issue with that. The issue is with falsely believing that word count is related to quality, both in Google’s eyes and from the Panda algo perspective.
It’s very dangerous to assume that because an article or post is under a specific word count that it needs to be removed or improved. Instead, as with the case of considering whether you should remove content, look to see whether Google is sending referrals to those pages. If they’re ranking and receiving traffic from Google, word count is not an issue.
Advertising & affiliate links
The role that both advertising and affiliate links play in Google Panda is an interesting one. This isn’t to say that all advertising is bad or all affiliate links are bad. It’s a topic that John Mueller from Google has brought up in his Google Hangouts, as well. The problem is the content surrounding it — how much there is and what it’s like.
Where there’s an impact is in the amount of advertising and affiliate links. Will Google consider a page that is essentially just affiliate links without any quality content as good? It’s not that Panda is specifically targeting ads or affiliate content. There are lots of awesome affiliate sites out there that rank really well and are not affected by Panda whatsoever.
The problem lies in the disconnect between the balance of useful content and monetization. At Pubcon, Gary Illyes said the value to the visitor should be higher than the value to the site owner. But as we see on many sites, that balance has tipped the other way, where the visitor is seen merely as a means of revenue, without concern about giving that visitor any value back.
You don’t need to hit your visitors over the head with a huge amount of advertising and affiliate links to make money. That visitor brings a lot of additional value to your site when they don’t feel your site is too ad heavy. From the Panda Algo Guide:
There are also benefits from traffic even if it doesn’t convert into a click on an affiliate link. Maybe they share it on social media, maybe they recommend it to someone, or they return at a later time, remembering the good user experience from the previous visit.
A Google spokesperson also said, “Users not only remember but also voluntarily spread the word about the quality of the site, because the content is produced with care, it’s original, and shows that the author is truly an expert in the topic of the site.” And this is where many affiliate sites run into problems.
There’s another thing that often happens when a website is hit by Panda: naturally, the revenue from the ads they do have on the site goes down. Unfortunately, often the response to this loss of revenue is to increase the number of ads or affiliate links to compensate. But this degrades the value of the content even further and, despite the knee-jerk reaction, is not the appropriate move in a Panda-busting plan.
Bottom line: There is absolutely nothing wrong with having advertising or affiliate links on a site. That alone won’t cause a Panda issue. What can cause a Panda issue, rather, is how and how much you present these things. Ads and affiliate links should support your content, not overwhelm it.
User-generated content
What about user-generated content? Sadly, it’s getting a pretty bad rap these days. But it’s getting this reputation for the crappy user-generated content out there, not for the high-quality user generated content you see on sites. Many so-called experts advise removing all user-generated content, when again that’s one of those moves that can negatively impact your site.
Instead, look at the actual user-generated content you have your site and decide whether it’s quality or not. For example, YouMoz is considered to be fairly high-quality user generated content: all posts still have to be approved by editors, and only a small percent of submitted articles make it live on the site. Even then, their editors also work to improve and edit the pieces as necessary, ensuring that even though it is user-generated content, it’s still high quality.
But like any content on the web, user-generated or not, there are different levels of quality. If your user-generated content quality is very high, then you have nothing to worry about. You could have a different contributor for every single article if you wanted to. It has nothing to do with how you obtained the content for your site, but rather how high-quality and valuable that content is.
Likewise, with forums or community-driven sites where all the content is user-contributed, it’s about how quality that content is — not about who contributes it. Sites like Stackoverflow have hundreds of thousands of contributors, yet it’s considered very high-quality and it does extremely well in the Google search results.
If your user-generated content has both its high point and its low point regarding quality, there are a few things actions that Google recommends so that the lower-quality content doesn’t drag down the entire site. John Mueller said if you can recognize the types of lower-quality content on the forum or the patterns that tend to match it, then you can block it from being indexed by Google. This might mean noindexing your welcome forum where people are posting introductions about themselves, or blocking the chitchat forums while leaving the helpful Q&A as indexable.
And, of course, you need to deal with any spam in your user-generated content, whether it’s something like YouMoz or a forum for people who all love a specific hobby. Have good guidelines in place to prevent your active users from spamming or link-dropping. And use some of the many forum add-ons that identify and remove spam before Google can even see it.
Do not follow the advice of those who say all user-generated content is bad… it’s not. Just ensure that it’s high quality, and you won’t have a problem with Panda from the start.
Commenting
You may have noticed a trend lately: Many blogs and news sites are removing comments from their sites completely. When you do this, though, you’re removing a signal that Google can use that shows how well people are responding to your content. Like any content, comments aren’t all bad simply because they’re comments — their quality is the deciding factor, and this will vary.
And it’s not just the Google perspective that dictates why you should keep them. Having a comment section can keep visitors coming back to your site to check for new commentary, and it can often offer additional insights and viewpoints on the content. Communities can even form around comment sections. And, of course, it adds more content.
But, like user-generated content, you need to make sure you’re keeping it high quality. Have a good comments policy in place; if you’re in doubt, don’t approve the comment. Your goal is to keep those comments high-quality, and if there’s any suspicion (such as a username of “Buy Keyword Now,” or it’s nothing more than an “I agree” comment), just don’t allow it.
That said, allowing low-quality comments can affect the site, something John Mueller has confirmed. I wouldn’t panic over a handful of low-quality comments, but if the overall value of the comments is pretty low, you probably want to weed them out, keep the high-quality comments, and be a little bit more discriminating going forward.
Technical issues
No, technical issues do not cause Panda. However, it’s still a widespread belief that things like page speed, duplicate content, or even what TLD the site is on can have an impact on Panda. This is not accurate at all.
That said, these kinds of technical issues do have an impact on your overall rankings — just not for Panda reasons. So, it’s best practice to ensure your page speed is good, you’re not running long redirect chains, and your URL structure is good; all these things do affect your overall SEO with Google’s core algorithm. With regards to recovering from Panda, though, it doesn’t have an impact at all.
“Core” Algo
One of the surprises was the addition of the core algo comment, where Google revealed to The SEM Post that Panda was now part of the core algorithm. But what does this mean? Is it even important to the average SEO?
The answer is no. Previously, Panda was a filter added after the core search algo. Now, while it’s moved to become part of that core algo, Panda itself is essentially the same, and it still impacts websites the same way.
Google confirmed the same. Gary Illyes from Google commented on it being one of the worst takeaways from all the Panda news.
A2. I think this is the worst takeway of the past few days, but imagine an engine of a car. It used to be that there was no starter (http://ift.tt/1D2BzVu), the driver had to go in front of the car, and use some tool to start the engine. Today we have starters in any petrol engine, it’s integrated. It became more convenient, but essentially nothing changed.
For a user or even a webmaster it should not matter at all which components live where, it’s really irrelevant, and that’s why I think people should focus on these “interesting” things less.
It really doesn’t make a difference from an SEO’s perspective, despite the initial speculation it might have.
Overall
Google released a lot of great Panda information last week, and all of it contained advice that SEOs can put into action immediately — whether to ensure their site is Panda-proofed, or to fix a site that had been slapped by Panda previously.
The bottom line: Create high-level, quality content for your websites, and you won’t have to worry about Pandas.
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