BrevardSeo Social Media Page http://feed.informer.com/digests/KXOPYUBKCD/feeder BrevardSeo Social Media Page Respective post owners and feed distributors Wed, 12 Jul 2017 01:09:19 +0000 Feed Informer http://feed.informer.com/ The Lowdown on New Tools to Jump-Start Your Credit https://www.nerdwallet.com/blog/finance/experian-boost-vs-ultrafico-affect-score/ NerdWallet urn:uuid:62811793-7a97-728d-a387-7958c6a32e6f Wed, 22 May 2019 18:00:51 +0000 The rules for achieving a decent credit score haven’t changed much since credit scoring was invented: Pay all your bills on time, don’t use too much of your available credit… <p>The rules for achieving a decent credit score haven’t changed much since credit scoring was invented: Pay all your bills on time, don’t use too much of your available credit and build a long history of responsible behavior. But credit novices and those looking to rebuild after missteps now have two new tools they can...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Amrita Jayakumar is a writer at NerdWallet. Email: ajayakumar@nerdwallet.com. Twitter: @ajbombay. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article The Lowdown on New Tools to Jump-Start Your Credit originally appeared on NerdWallet.</p><span data-post-id="643868"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643868" style="display: none;" data-has-syndication-rights="1" /> 3 Types of Social Video That Work for Any Business https://www.socialmediaexaminer.com/3-types-social-video-for-any-business/ Social Media Examiner urn:uuid:f572ea0a-1577-ce52-5ac5-a46f0f87c43b Wed, 22 May 2019 10:00:44 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/social-business-video-3-types-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/social-business-video-3-types-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/social-business-video-3-types-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/social-business-video-3-types-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/social-business-video-3-types-how-to-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/social-business-video-3-types-how-to-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to add more video to your social media marketing? Wondering how other businesses use video? In this article, you’ll discover three types of video that work for any business on IGTV, Twitter, and LinkedIn. Why Social Video Matters to Your Business According to a 2019 survey by Wyzowl, 87% of marketers see video as [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/3-types-social-video-for-any-business/">3 Types of Social Video That Work for Any Business</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Rural Local SEO: A Marketing Package Strong on Education http://tracking.feedpress.it/link/9375/11385316 Moz Blog urn:uuid:10fce507-def2-87c1-36ec-8f93a1fd9a61 Wed, 22 May 2019 09:00:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/13017\">MiriamEllis</a></p><p></p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d739b3012.05717652.jpg" width="550" height="323" data-image="ellcf417hyva"></figure> <p>Can your marketing agency make a profit working with low-budget clients in rural areas? </p> <p>Could you be overlooking a source of referrals, publicity, and professional satisfaction if you’re mainly focused on landing larger clients in urban locales? Clients in least-populated areas need to capture every customer they can get to be viable, including locals, new neighbors, and passers-through. Basic Local SEO can go a long way toward helping with this, and even if package offerings aren’t your agency’s typical approach, a simple product that emphasizes education could be exactly what’s called for. </p> <p>Today, I’d like to help you explore your opportunities of serving rural and very small town clients. I’ve pulled together a sample spreadsheet and a ton of other resources that I hope will empower you to develop a bare-bones but high-quality local search marketing package that will work for most and could significantly benefit your agency in some remarkable ways. </p> <h2>Everything in moderation</h2> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d73f01712.21771020.jpg" width="500" height="264" data-image="iujp87yztmtl"></figure> <p>The linchpin fundamental to the rural client/agency relationship is that the needs of these businesses are so exceedingly moderate. The competitive bar is set so low in a small-town-and-country setting, that, with few exceptions, clients can make a strong local showing with a pared-down marketing plan.</p> <p>Let’s be honest — many businesses in this scenario can squeak by on a website design package from some giant web hosting agency. A few minutes spent with Google’s non-urban local packs attest to this. But I’m personally dissatisfied by independent businesses ending up being treated like numbers because it’s so antithetical to the way they operate. The local hardware store doesn’t put you on hold for 45 minutes to answer a question. The local farm stand doesn’t route you overseas to buy heirloom tomatoes. Few small town institutions stay in business for 150 years by overpromising and under-delivering.</p> <p>Let’s assume that many rural clients will have some kind of website. If they don’t, you can recommend some sort of <a href="https://www.google.com/intl/en_us/business/website-builder/">freebie or cheapie solution</a>. It will be enough to get them placed somewhere in Google’s results, but if they never move beyond this, the maximum conversions they need to stay in business could be missed.</p> <p>I’ve come to believe that the small-to-medium local marketing agency is the best fit for the small-to-medium rural brand because of shared work ethics and a similar way of doing business. But both entities need to survive monetarily and that means playing a very smart game with a budget on both sides. </p> <p>It’s a question of organizing an agency offering that delivers maximum value with a modest investment of your time and the client’s money.</p> <h2>Constructing a square deal</h2> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d74518c19.97365166.jpg" width="375" height="238" data-image="328ufoxqqxo2"></figure> <p>When you take on a substantial client in a large town or city, you pull out all the stops. You dive deeply into auditing the business, its market, its assets. You look at everything from technical errors to creative strengths before beginning to build a strategy or implement campaigns, and there may be many months or years of work ahead for you with these clients. This is all entirely appropriate for big, lucrative contracts. </p> <p>For your rural roster, prepare to scale way back. Here is your working plan:</p> <h3>1. Schedule your first 15-minute phone call with the client</h3> <p>Avoid the whole issue of having to lollygag around waiting for a busy small business owner to fill out a form. Schedule an appointment and have the client be at their place of business in front of a computer at the time of the call. Confirm the following, ultra-basic data about the client.</p> <ul><li>Name</li><li>Address</li><li>Phone</li><li>URL</li><li>Business model (single location brick-and-mortar, SAB, etc.)</li><li>Category</li><li>Are there any other businesses at this address?</li><li>Main products/services offered</li><li>If SAB, list of cities served</li><li>Most obvious search phrase they want to rank for</li><li>Year established and year they first took the business online</li><li>Have they ever been aware of a penalty on their website or had Google tell them they were removing a listing?</li><li>Finally, have the client (who is in front of their computer at their place of business) search for the search term that’s the most obviously important and read off to you the names and URLs of the businesses ranking in the local pack and on the first page of the organic results.</li></ul> <p>And that’s it. If you pay yourself $100/hr, this quick session yields a charge of $25. </p> <h3>2. Make a one-time investment in writing a bare-bones guide to Local SEO</h3> <p>Spend less than one working day putting together a .pdf file or Google doc written in the least-technical language containing the following:</p> <ul><li>Your briefest, clearest definition of what local SEO is and how it brings customers to local businesses. <a href="https://moz.com/learn/seo/what-is-local-search-marketing-seo">Inspiration here</a>.</li><li>An overview of 3 key business models: brick & mortar, SAB, and home-based so the client can easily identify which of these models is theirs.</li><li>A complete copy of the <a href="https://support.google.com/business/answer/3038177?hl=en">Guidelines for representing your business on Google </a>with a link in it to the live guidelines.</li><li>Foolproof instructions for creating a Google account and creating and claiming a GMB listing. Show the process step-by-step so that anyone can understand it. <a href="https://blog.hubspot.com/marketing/google-my-business?__hstc=103427807.a1345b772d37946f0c4ac84a4ee6717f.1510935708938.1558111425136.1558526904205.331&__hssc=103427807.12.1558526904205&__hsfp=3106294484">Inspiration here</a>.</li><li>A list of top general industry citation platforms with links to the forms for getting listed on them. <a href="https://whitespark.ca/local-search-ecosystem/">Inspiration here</a> and if the client can hit at least a few of these, they will be off to a good start.</li><li>An overview of the role of review acquisition and response, with a few simple tips for earning reviews and a list of the top general industry review platforms. Inspiration <a href="https://gatherup.com/blog/how-to-get-more-reviews-part-one/">here</a> and <a href="https://moz.com/blog/mastering-owner-response-quintet-google-my-business-reviews">here</a>. </li><li>An overview of the role of building offline relationships to earn a few online linktations. <a href="https://moz.com/blog/linked-unstructured-citations">Inspiration here</a>.</li><li>Links to the <a href="https://support.google.com/business/community?hl=en">Google My Business forum</a> and the main Google support platforms including their phone number (844.491.9665), <a href="http://facebook.com/googlemybusiness">Facebook</a>, <a href="https://twitter.com/GoogleMyBiz">Twitter</a>, and <a href="https://support.google.com/business/contact/business_chat?cfnti=escalationflow.chat&cft=1&visit_id=636929462271723514-1260448091&rd=1">online chat</a>. Tell the client this is where to go if they encounter a problem with their Google listing in the future.</li><li>Links to major independent business associations as a support vehicle for small and rural businesses like <a href="https://www.amiba.net/">AMIBA</a>, <a href="https://ilsr.org/">ILSR</a>, and <a href="https://www.americanexpress.com/us/small-business/shop-small/">Small Business Saturday</a>.<a href="https://moz.com/blog/local-seos-guide-to-buy-local"> Inspiration here</a>. </li><li>Your agency’s complete contact information so that the business can remember who you are and engage you for further consulting down the road, if ever necessary.</li></ul> <p>If you pay yourself $100 an hour, investing in creating this guide will cost you less than $1000.00. That’s a modest amount that you can quickly earn back from clients. Hopefully, the inspirational links I’ve included will give you a big head start. Avoid covering anything trendy (like some brand new Google feature) so that the only time you should have to update the guide in the near future will be if Google makes some major changes to their guidelines or dashboard. </p> <p>Deliver this asset to every rural client as their basic training in the bare essentials of local marketing.</p> <h3>3. Create a competitive audit spreadsheet once and fill it out ad infinitum</h3> <p>What you want here is something that lets you swiftly fill in the blanks. </p> <p>For the competitive audit, you’ll be stacking up your client’s metrics against the metrics of the business they told you was ranking at the top of the local pack when they searched from their location. You can come up with your own metrics, or you can make a copy of this template I’ve created for you and add to it/subtract from it as you like. </p> <p><strong>Make a copy of the ultra-basic competitive local audit template</strong> — you can do so&nbsp;<a href="https://docs.google.com/spreadsheets/d/10Nq2geyHjtQP7h62xdD_I2Jq6RqkpZDODJKtV0VNVqE/copy">right here</a>.<br></p> <p>You’ll notice that my sample sheet does not delve deeply into some of the more technical or creative areas you might explore for clients in tougher markets. With few exceptions, rural clients just don’t need that level of insight to compete.</p> <p>Give yourself 45 focused minutes filling in the data in the spreadsheet. You’ve now invested 1 hour of time with the client. So let’s give that a value of $100.</p> <h3>4. Transfer the findings of your audit into a custom report</h3> <p>Here’s another one-time investment. Spend no more than one workday creating a .pdf or Google Docs template that takes the fields of your audit and presents them in a readable format for the client. I’m going to leave exact formatting up to you, but here are the sections I would recommend structuring the report around:</p> <ul><li>A side-by-side comparison of the client vs. competitor metrics, bucketed by topic (Website, GMB, Reputation, Links, Citations, etc)</li><li>A very basic explanation of what those metrics mean</li><li>A clear recommendation of what the client should do to improve their metrics</li></ul> <p>For example, your section on reputation might look like this:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d74a2e034.40978350.jpg" width="624" height="819" data-image="4bo4c53hjmsx"></figure> <p>The beauty of this is that, once you have the template, all you have to do is fill it out and then spend an hour making intelligent observations based on your findings.</p> <p>Constructing the template should take you less than one workday; so, a one-time investment of less than $1,000 if you are paying yourself $100/hr. </p> <p>Transferring the findings of your audit from the spreadsheet to the report for each client should take about 1 hour. So, we’re now up to two total hours of effort for a unique client.</p> <h3>5. Excelling at value</h3> <p>So, you’ve now had a 15-minute conversation with a client, given them an introductory guide to the basics of local search marketing, and delivered a customized report filled with your observations and their to-dos. Many agencies might call it a day and leave the client to interpret the report on their own.</p> <p>But you won’t do that, because you don’t want to waste an incredible opportunity to build a firm relationship with a business. Instead, spend one more hour on the phone with the owner, going over the report with them page by page and allowing a few minutes for any of their questions. This is where you have the chance to deliver exceptional value to the client, telling them exactly what you think will be most helpful for them to know in a true teaching moment. </p> <p>At the end of this, you will have become a memorable ally, someone they trust, and someone to whom they will have confidence in referring their colleagues, family members, and neighbors.</p> <p>You’ve made an overall investment of less than $2,000 to create your rural/small town marketing program. </p> <p>Packaging up the guide, the report and the 1:1 phone consulting, you have a base price of $300 for the product if you pay yourself $100/hour. </p> <p>However, I’m going to suggest that, based on the level of local SEO expertise you bring to the scenario, you create a price point somewhere between $300–$500 for the package. If you are still relatively green at local SEO, $300 could be a fair price for three hours of consulting. If you’re an industry adept, scale it up a bit because, because you bring a rare level of insight to every client interaction, even if you’re sticking to the absolute basics. Begin selling several of these packages in a week, and it will start totaling up to a good monthly revenue stream.</p> <p>As a marketer, I’ve generally shied away from packages because whenever you dig deeply into a client’s scenario, nuances end up requiring so much custom research and communication. But, for the very smallest clients in this least competitive markets, packages can hit the spot. </p> <h2>Considerable benefits for your agency</h2> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d7509fa33.13071662.jpg" width="300" height="350" data-image="6ptbyxvz1iyb"></figure> <p>The client is going to walk away from the relationship with a good deal … and likely a lot to do. If they follow your recommendations, it will typically be just what they needed to establish themselves on the web to the extent that neighbors and travelers can easily find them and choose them for transactions. Good job!</p> <p>But you’re going to walk away with some amazing benefits, too, some of which you might not have considered before. To wit:</p> <h3>1. Relationships and the ripple effect</h3> <p>A client you’ve treated very well on the phone is a client who is likely to remember you for future needs and recommend you. I’ve had businesses send me lovely gifts on top of my consulting fee because I’ve taken the time to really listen and answer questions. SEO agencies are always looking for ways to build authentic relationships. Don’t overlook the small client as a centroid of referrals throughout a tight-knit community and beyond it to their urban colleagues, friends, and family. </p> <h3>2. Big data for insights and bragging rights</h3> <p>If your package becomes popular, a ton of data is going to start passing through your hands. The more of these audits you do, the more time you’re spending actively observing Google’s handling of the localized SERPs. Imagine the blog posts your agency can begin publishing by anonymizing and aggregating this data, pulling insights of value to our industry. There is no end to the potential for you to grow your knowledge.</p> <p>Apart from case studies, think of the way this package can both build up your proud client roster and serve as a source of client reviews. The friendly relationship you’ve built with that 1:1 time can now become a font of very positive portfolio content and testimonials for you to publish on your website.</p> <h3>3. Agency pride from helping rebuild rural America</h3> <p>Have you noticed the recent spate of hit TV shows that hinge on rebuilding dilapidated American towns? Industry consolidation is most often cited as the root of rural collapse, with small farmers and independent businesses no longer able to create a tax base to support basic community needs like hospitals, fire departments, and schools. Few of us rejoice at the idea of Main Streets — long-cherished hallmarks not just of Americana but of shared American identity — becoming ghost towns. </p> <p>But if you look for it, you can see signs of brilliant small entrepreneurs uniting to buck this trend. Check out initiatives like <a href="https://www.locavesting.com/how-to-invest-local/local-investing-groups-lions/">Locavesting</a> and <a href="https://localstake.com/">Localstake</a>. There’s a reason to hope in <a href="https://civileats.com/2018/10/03/co-op-farming-models-might-help-save-americas-small-farms/">small farming co-ops</a>, the <a href="https://www.mainstreet.org/home">Main Street movement</a>, and <a href="https://www.fastcompany.com/3068170/how-a-rural-mississippi-town-created-a-new-local-economy-to-rebuild-its-main-street">individuals like these</a> who can re-envision a crumbling building as an independent country store, a B&B, or a job training center with Internet access.</p> <p>It can be a source of professional satisfaction for your marketing agency if you offer these brave and hard-working business owners a good deal and the necessary education they need to present themselves sufficiently on the web. I live in a rural area, and I know just how much a little, solid advice can help. I feel extra good if I know I’m contributing to America’s rural comeback story.</p> <h2>Promoting your rural local SEO package</h2> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d75724a30.43481928.jpg" width="357" height="350" data-image="s9nzl40zrjvu"></figure> <p>Once you’ve got your guide and templates created, what next? Here are some simple tips:</p> <ul><li>Create a terrific landing page on your website specifically for this package and call it out on your homepage as well. Wherever appropriate, build internal links to it.</li><li>Promote on social media.</li><li>Blog about why you’ve created the package, aligning your agency as an ally to the rebuilding of rural communities.</li><li>If, like me, you live in a rural area, consider presenting at local community events that will put you in front of small business owners. </li><li>Don’t overlook old school media like community message boards at the local post office, or even fliers tacked to electric poles.</li><li>If you’re a city slicker, consider how far you’d have to travel to get to the nearest rural community to participate in events.</li><li>Advertising both off and online in rural papers can be quite economical. There is also a place of worship print bulletins, local school papers, and other publications that welcome sponsors. Give it a try.</li><li>And, of course, ask happy clients to refer you, telling them what it means to your business. You might even develop a referral program.</li></ul> <p>The truth is that your agency may not be able to live by rural clients, alone. You may still be targeting the bulk of your campaigns towards urban enterprises because just a few highly competitive clients can bring welcome security to your bank account. </p> <p>But maybe this is a good day to start looking beyond the fast food franchise, the NY attorney and the LA dermatology group. The more one reads about rural entrepreneurs, the more one tends to empathize with them, and empathy is the best foundation I know of for building rewarding business relationships.</p> <p> </p> <p><br><br><br></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p> <p>Posted by <a href=\"https://moz.com/community/users/13017\">MiriamEllis</a></p><p></p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d739b3012.05717652.jpg" width="550" height="323" data-image="ellcf417hyva"></figure> <p>Can your marketing agency make a profit working with low-budget clients in rural areas? </p> <p>Could you be overlooking a source of referrals, publicity, and professional satisfaction if you’re mainly focused on landing larger clients in urban locales? Clients in least-populated areas need to capture every customer they can get to be viable, including locals, new neighbors, and passers-through. Basic Local SEO can go a long way toward helping with this, and even if package offerings aren’t your agency’s typical approach, a simple product that emphasizes education could be exactly what’s called for. </p> <p>Today, I’d like to help you explore your opportunities of serving rural and very small town clients. I’ve pulled together a sample spreadsheet and a ton of other resources that I hope will empower you to develop a bare-bones but high-quality local search marketing package that will work for most and could significantly benefit your agency in some remarkable ways. </p> <h2>Everything in moderation</h2> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d73f01712.21771020.jpg" width="500" height="264" data-image="iujp87yztmtl"></figure> <p>The linchpin fundamental to the rural client/agency relationship is that the needs of these businesses are so exceedingly moderate. The competitive bar is set so low in a small-town-and-country setting, that, with few exceptions, clients can make a strong local showing with a pared-down marketing plan.</p> <p>Let’s be honest — many businesses in this scenario can squeak by on a website design package from some giant web hosting agency. A few minutes spent with Google’s non-urban local packs attest to this. But I’m personally dissatisfied by independent businesses ending up being treated like numbers because it’s so antithetical to the way they operate. The local hardware store doesn’t put you on hold for 45 minutes to answer a question. The local farm stand doesn’t route you overseas to buy heirloom tomatoes. Few small town institutions stay in business for 150 years by overpromising and under-delivering.</p> <p>Let’s assume that many rural clients will have some kind of website. If they don’t, you can recommend some sort of <a href="https://www.google.com/intl/en_us/business/website-builder/">freebie or cheapie solution</a>. It will be enough to get them placed somewhere in Google’s results, but if they never move beyond this, the maximum conversions they need to stay in business could be missed.</p> <p>I’ve come to believe that the small-to-medium local marketing agency is the best fit for the small-to-medium rural brand because of shared work ethics and a similar way of doing business. But both entities need to survive monetarily and that means playing a very smart game with a budget on both sides. </p> <p>It’s a question of organizing an agency offering that delivers maximum value with a modest investment of your time and the client’s money.</p> <h2>Constructing a square deal</h2> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d74518c19.97365166.jpg" width="375" height="238" data-image="328ufoxqqxo2"></figure> <p>When you take on a substantial client in a large town or city, you pull out all the stops. You dive deeply into auditing the business, its market, its assets. You look at everything from technical errors to creative strengths before beginning to build a strategy or implement campaigns, and there may be many months or years of work ahead for you with these clients. This is all entirely appropriate for big, lucrative contracts. </p> <p>For your rural roster, prepare to scale way back. Here is your working plan:</p> <h3>1. Schedule your first 15-minute phone call with the client</h3> <p>Avoid the whole issue of having to lollygag around waiting for a busy small business owner to fill out a form. Schedule an appointment and have the client be at their place of business in front of a computer at the time of the call. Confirm the following, ultra-basic data about the client.</p> <ul><li>Name</li><li>Address</li><li>Phone</li><li>URL</li><li>Business model (single location brick-and-mortar, SAB, etc.)</li><li>Category</li><li>Are there any other businesses at this address?</li><li>Main products/services offered</li><li>If SAB, list of cities served</li><li>Most obvious search phrase they want to rank for</li><li>Year established and year they first took the business online</li><li>Have they ever been aware of a penalty on their website or had Google tell them they were removing a listing?</li><li>Finally, have the client (who is in front of their computer at their place of business) search for the search term that’s the most obviously important and read off to you the names and URLs of the businesses ranking in the local pack and on the first page of the organic results.</li></ul> <p>And that’s it. If you pay yourself $100/hr, this quick session yields a charge of $25. </p> <h3>2. Make a one-time investment in writing a bare-bones guide to Local SEO</h3> <p>Spend less than one working day putting together a .pdf file or Google doc written in the least-technical language containing the following:</p> <ul><li>Your briefest, clearest definition of what local SEO is and how it brings customers to local businesses. <a href="https://moz.com/learn/seo/what-is-local-search-marketing-seo">Inspiration here</a>.</li><li>An overview of 3 key business models: brick & mortar, SAB, and home-based so the client can easily identify which of these models is theirs.</li><li>A complete copy of the <a href="https://support.google.com/business/answer/3038177?hl=en">Guidelines for representing your business on Google </a>with a link in it to the live guidelines.</li><li>Foolproof instructions for creating a Google account and creating and claiming a GMB listing. Show the process step-by-step so that anyone can understand it. <a href="https://blog.hubspot.com/marketing/google-my-business?__hstc=103427807.a1345b772d37946f0c4ac84a4ee6717f.1510935708938.1558111425136.1558526904205.331&__hssc=103427807.12.1558526904205&__hsfp=3106294484">Inspiration here</a>.</li><li>A list of top general industry citation platforms with links to the forms for getting listed on them. <a href="https://whitespark.ca/local-search-ecosystem/">Inspiration here</a> and if the client can hit at least a few of these, they will be off to a good start.</li><li>An overview of the role of review acquisition and response, with a few simple tips for earning reviews and a list of the top general industry review platforms. Inspiration <a href="https://gatherup.com/blog/how-to-get-more-reviews-part-one/">here</a> and <a href="https://moz.com/blog/mastering-owner-response-quintet-google-my-business-reviews">here</a>. </li><li>An overview of the role of building offline relationships to earn a few online linktations. <a href="https://moz.com/blog/linked-unstructured-citations">Inspiration here</a>.</li><li>Links to the <a href="https://support.google.com/business/community?hl=en">Google My Business forum</a> and the main Google support platforms including their phone number (844.491.9665), <a href="http://facebook.com/googlemybusiness">Facebook</a>, <a href="https://twitter.com/GoogleMyBiz">Twitter</a>, and <a href="https://support.google.com/business/contact/business_chat?cfnti=escalationflow.chat&cft=1&visit_id=636929462271723514-1260448091&rd=1">online chat</a>. Tell the client this is where to go if they encounter a problem with their Google listing in the future.</li><li>Links to major independent business associations as a support vehicle for small and rural businesses like <a href="https://www.amiba.net/">AMIBA</a>, <a href="https://ilsr.org/">ILSR</a>, and <a href="https://www.americanexpress.com/us/small-business/shop-small/">Small Business Saturday</a>.<a href="https://moz.com/blog/local-seos-guide-to-buy-local"> Inspiration here</a>. </li><li>Your agency’s complete contact information so that the business can remember who you are and engage you for further consulting down the road, if ever necessary.</li></ul> <p>If you pay yourself $100 an hour, investing in creating this guide will cost you less than $1000.00. That’s a modest amount that you can quickly earn back from clients. Hopefully, the inspirational links I’ve included will give you a big head start. Avoid covering anything trendy (like some brand new Google feature) so that the only time you should have to update the guide in the near future will be if Google makes some major changes to their guidelines or dashboard. </p> <p>Deliver this asset to every rural client as their basic training in the bare essentials of local marketing.</p> <h3>3. Create a competitive audit spreadsheet once and fill it out ad infinitum</h3> <p>What you want here is something that lets you swiftly fill in the blanks. </p> <p>For the competitive audit, you’ll be stacking up your client’s metrics against the metrics of the business they told you was ranking at the top of the local pack when they searched from their location. You can come up with your own metrics, or you can make a copy of this template I’ve created for you and add to it/subtract from it as you like. </p> <p><strong>Make a copy of the ultra-basic competitive local audit template</strong> — you can do so&nbsp;<a href="https://docs.google.com/spreadsheets/d/10Nq2geyHjtQP7h62xdD_I2Jq6RqkpZDODJKtV0VNVqE/copy">right here</a>.<br></p> <p>You’ll notice that my sample sheet does not delve deeply into some of the more technical or creative areas you might explore for clients in tougher markets. With few exceptions, rural clients just don’t need that level of insight to compete.</p> <p>Give yourself 45 focused minutes filling in the data in the spreadsheet. You’ve now invested 1 hour of time with the client. So let’s give that a value of $100.</p> <h3>4. Transfer the findings of your audit into a custom report</h3> <p>Here’s another one-time investment. Spend no more than one workday creating a .pdf or Google Docs template that takes the fields of your audit and presents them in a readable format for the client. I’m going to leave exact formatting up to you, but here are the sections I would recommend structuring the report around:</p> <ul><li>A side-by-side comparison of the client vs. competitor metrics, bucketed by topic (Website, GMB, Reputation, Links, Citations, etc)</li><li>A very basic explanation of what those metrics mean</li><li>A clear recommendation of what the client should do to improve their metrics</li></ul> <p>For example, your section on reputation might look like this:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d74a2e034.40978350.jpg" width="624" height="819" data-image="4bo4c53hjmsx"></figure> <p>The beauty of this is that, once you have the template, all you have to do is fill it out and then spend an hour making intelligent observations based on your findings.</p> <p>Constructing the template should take you less than one workday; so, a one-time investment of less than $1,000 if you are paying yourself $100/hr. </p> <p>Transferring the findings of your audit from the spreadsheet to the report for each client should take about 1 hour. So, we’re now up to two total hours of effort for a unique client.</p> <h3>5. Excelling at value</h3> <p>So, you’ve now had a 15-minute conversation with a client, given them an introductory guide to the basics of local search marketing, and delivered a customized report filled with your observations and their to-dos. Many agencies might call it a day and leave the client to interpret the report on their own.</p> <p>But you won’t do that, because you don’t want to waste an incredible opportunity to build a firm relationship with a business. Instead, spend one more hour on the phone with the owner, going over the report with them page by page and allowing a few minutes for any of their questions. This is where you have the chance to deliver exceptional value to the client, telling them exactly what you think will be most helpful for them to know in a true teaching moment. </p> <p>At the end of this, you will have become a memorable ally, someone they trust, and someone to whom they will have confidence in referring their colleagues, family members, and neighbors.</p> <p>You’ve made an overall investment of less than $2,000 to create your rural/small town marketing program. </p> <p>Packaging up the guide, the report and the 1:1 phone consulting, you have a base price of $300 for the product if you pay yourself $100/hour. </p> <p>However, I’m going to suggest that, based on the level of local SEO expertise you bring to the scenario, you create a price point somewhere between $300–$500 for the package. If you are still relatively green at local SEO, $300 could be a fair price for three hours of consulting. If you’re an industry adept, scale it up a bit because, because you bring a rare level of insight to every client interaction, even if you’re sticking to the absolute basics. Begin selling several of these packages in a week, and it will start totaling up to a good monthly revenue stream.</p> <p>As a marketer, I’ve generally shied away from packages because whenever you dig deeply into a client’s scenario, nuances end up requiring so much custom research and communication. But, for the very smallest clients in this least competitive markets, packages can hit the spot. </p> <h2>Considerable benefits for your agency</h2> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d7509fa33.13071662.jpg" width="300" height="350" data-image="6ptbyxvz1iyb"></figure> <p>The client is going to walk away from the relationship with a good deal … and likely a lot to do. If they follow your recommendations, it will typically be just what they needed to establish themselves on the web to the extent that neighbors and travelers can easily find them and choose them for transactions. Good job!</p> <p>But you’re going to walk away with some amazing benefits, too, some of which you might not have considered before. To wit:</p> <h3>1. Relationships and the ripple effect</h3> <p>A client you’ve treated very well on the phone is a client who is likely to remember you for future needs and recommend you. I’ve had businesses send me lovely gifts on top of my consulting fee because I’ve taken the time to really listen and answer questions. SEO agencies are always looking for ways to build authentic relationships. Don’t overlook the small client as a centroid of referrals throughout a tight-knit community and beyond it to their urban colleagues, friends, and family. </p> <h3>2. Big data for insights and bragging rights</h3> <p>If your package becomes popular, a ton of data is going to start passing through your hands. The more of these audits you do, the more time you’re spending actively observing Google’s handling of the localized SERPs. Imagine the blog posts your agency can begin publishing by anonymizing and aggregating this data, pulling insights of value to our industry. There is no end to the potential for you to grow your knowledge.</p> <p>Apart from case studies, think of the way this package can both build up your proud client roster and serve as a source of client reviews. The friendly relationship you’ve built with that 1:1 time can now become a font of very positive portfolio content and testimonials for you to publish on your website.</p> <h3>3. Agency pride from helping rebuild rural America</h3> <p>Have you noticed the recent spate of hit TV shows that hinge on rebuilding dilapidated American towns? Industry consolidation is most often cited as the root of rural collapse, with small farmers and independent businesses no longer able to create a tax base to support basic community needs like hospitals, fire departments, and schools. Few of us rejoice at the idea of Main Streets — long-cherished hallmarks not just of Americana but of shared American identity — becoming ghost towns. </p> <p>But if you look for it, you can see signs of brilliant small entrepreneurs uniting to buck this trend. Check out initiatives like <a href="https://www.locavesting.com/how-to-invest-local/local-investing-groups-lions/">Locavesting</a> and <a href="https://localstake.com/">Localstake</a>. There’s a reason to hope in <a href="https://civileats.com/2018/10/03/co-op-farming-models-might-help-save-americas-small-farms/">small farming co-ops</a>, the <a href="https://www.mainstreet.org/home">Main Street movement</a>, and <a href="https://www.fastcompany.com/3068170/how-a-rural-mississippi-town-created-a-new-local-economy-to-rebuild-its-main-street">individuals like these</a> who can re-envision a crumbling building as an independent country store, a B&B, or a job training center with Internet access.</p> <p>It can be a source of professional satisfaction for your marketing agency if you offer these brave and hard-working business owners a good deal and the necessary education they need to present themselves sufficiently on the web. I live in a rural area, and I know just how much a little, solid advice can help. I feel extra good if I know I’m contributing to America’s rural comeback story.</p> <h2>Promoting your rural local SEO package</h2> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/rural-local-seo/5ce53d75724a30.43481928.jpg" width="357" height="350" data-image="s9nzl40zrjvu"></figure> <p>Once you’ve got your guide and templates created, what next? Here are some simple tips:</p> <ul><li>Create a terrific landing page on your website specifically for this package and call it out on your homepage as well. Wherever appropriate, build internal links to it.</li><li>Promote on social media.</li><li>Blog about why you’ve created the package, aligning your agency as an ally to the rebuilding of rural communities.</li><li>If, like me, you live in a rural area, consider presenting at local community events that will put you in front of small business owners. </li><li>Don’t overlook old school media like community message boards at the local post office, or even fliers tacked to electric poles.</li><li>If you’re a city slicker, consider how far you’d have to travel to get to the nearest rural community to participate in events.</li><li>Advertising both off and online in rural papers can be quite economical. There is also a place of worship print bulletins, local school papers, and other publications that welcome sponsors. Give it a try.</li><li>And, of course, ask happy clients to refer you, telling them what it means to your business. You might even develop a referral program.</li></ul> <p>The truth is that your agency may not be able to live by rural clients, alone. You may still be targeting the bulk of your campaigns towards urban enterprises because just a few highly competitive clients can bring welcome security to your bank account. </p> <p>But maybe this is a good day to start looking beyond the fast food franchise, the NY attorney and the LA dermatology group. The more one reads about rural entrepreneurs, the more one tends to empathize with them, and empathy is the best foundation I know of for building rewarding business relationships.</p> <p> </p> <p><br><br><br></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p><img src="http://feedpress.me/9375/11385316.gif" height="1" width="1"/> Podcasts in SERPs: Is Audio SEO The Next Frontier? http://tracking.feedpress.it/link/9375/11383706 Moz Blog urn:uuid:aa39c7f1-1ab4-4cac-b86c-a308827b8458 Wed, 22 May 2019 00:04:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/22897\">Dr-Pete</a></p><p>One of the many bits of <a href="https://blog.google/technology/developers/100-things-we-announced-io-19/">news from Google I/O 2019</a> was that Google would soon start displaying podcasts in search results. "Soon" turned out to be very soon, as we're already seeing these results surface. Here's one from a search for our own podcast, MozPod:</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-1-15855.png" data-image="o1oo6fhd88vl" style="border: 0"></figure> <p>While the feature itself is interesting, and the fact that the main result goes to Apple while the episodes go to Google is entertaining, the talk out of I/O suggested something much more intriguing – that Google would soon be indexing podcast content and returning audio clips in search results.</p> <h2>Can Google transcribe audio content?</h2> <p>Is this currently possible? In a word: yes. We know that Google has offered a <a href="https://cloud.google.com/speech-to-text/">speech-to-text service</a> as part of Google Cloud Platform since 2017, which has already undergone a few iterations and upgrades. Earlier this year, Android Police spotted source code changes which suggested that Google was <a href="https://www.androidpolice.com/2019/03/26/google-podcasts-in-episode-search-is-coming-shows-now-being-fully-transcribed/">proactively transcribing some podcasts</a> on the Google Podcasts platform.</p> <p>We see evidence of this capability in the broader Google ecosystem. For example, here's an automatic transcript on my Google Pixel phone for a recent call ...</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-1b-23147.png" data-image="ad3rz38l2t8x" style="border: 0"></figure> <p></p> <p>We even see evidence of this capability in search results, but in a different medium. As early as April 2017, Google was <a href="https://searchengineland.com/google-tests-suggested-clip-search-results-video-jumps-directly-answer-273488">testing suggested clips</a>&nbsp;in YouTube videos. Here's a current example from a search for "how to swim butterfly":</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-2-100187.jpg" data-image="j8046eiu87g1" style="border: 0"></figure> <p>Note the "Suggested clip" highlighted in the blue box, and starting at the 2:30 mark. What's interesting is that variations on this search not only produce different videos in some cases, but different clips within the same video. Here's the result I got back for "how to swim the butterfly" (adding only the definite article "the"):</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-3-104418.jpg" data-image="hjez7tbtqzw7" style="border: 0"></figure> <p>Now, the suggested clip is 101 seconds long and starts at the 1:54 mark. It's clear from some suggested clips that the feature is still in its infancy, but it's difficult to imagine Google being able to implement this feature dynamically without create a transcript of the audio portion of these videos.<br></p> <p>Why start with video? For Google, it just makes bottom-line sense. YouTube is a planetary system to the pleasant suburb of Google Podcasts and has an immensely powerful infrastructure backing it. If Google can return results based on the audio portion of a video, it's only natural they can do the same for audio files.</p> <h2>How will audio surface in search?</h2> <p>The obvious starting points will be extensions of the podcast engine, including automatic transcription and&nbsp;full-text (full-audio) search&nbsp;– both of which already seem to be in the works. Once you can search within Google Podcasts, though, expect that search capability to broaden to general Google searches.</p> <p>One big question is whether Google will return audio content directly or will use transcribed text.&nbsp;In some cases, returning audio clips&nbsp;may be a better match to searcher intent. If you're searching for a movie clip or something you heard in a podcast, returning the original is a richer experience than returning plain text. The big advantage, though, will be to voice devices, such as Google Home. Returning audio would fill a content gap for voice devices and provide a direct bridge&nbsp;into full podcasts and other non-text content.</p> <h2>How many podcasts should I start?</h2> <p>We do seem to be in the midst of a minor podcast revival, and audio search may spark that revival. As always, though,&nbsp;expect Google to release changes gradually and test them for weeks or months. If you're already producing a podcast and want to make it accessible to search, make sure you're part of the Google Podcasts ecosystem and are entering and updating the currently available meta data.</p> <p>Other than having clean audio in a format Google can process, there's probably nothing specific you'll have to do down the road to get that content transcribed. It may be worth thinking about how your audio content is structured. Completely free-form content, while it certainly has a place,&nbsp;may be harder for Google to evaluate. Is the theme of your podcast and each episode evident? Is there a structure where a machine could potentially parse questions and answers. Are there concise takeaways&nbsp;– maybe a summary at the end of each episode?</p> <p>Ultimately, audio SEO will mean treating our audio content in a more structured and deliberate way. The broader evolution of Google across many devices also means that we need to be more aware of what type of content best fits our audience's needs. Is the searcher looking for text, video, or audio? Each modality fits a different need and a different device (or set of devices) in the broader search ecosystem.<br><br></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p> <p>Posted by <a href=\"https://moz.com/community/users/22897\">Dr-Pete</a></p><p>One of the many bits of <a href="https://blog.google/technology/developers/100-things-we-announced-io-19/">news from Google I/O 2019</a> was that Google would soon start displaying podcasts in search results. "Soon" turned out to be very soon, as we're already seeing these results surface. Here's one from a search for our own podcast, MozPod:</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-1-15855.png" data-image="o1oo6fhd88vl" style="border: 0"></figure> <p>While the feature itself is interesting, and the fact that the main result goes to Apple while the episodes go to Google is entertaining, the talk out of I/O suggested something much more intriguing – that Google would soon be indexing podcast content and returning audio clips in search results.</p> <h2>Can Google transcribe audio content?</h2> <p>Is this currently possible? In a word: yes. We know that Google has offered a <a href="https://cloud.google.com/speech-to-text/">speech-to-text service</a> as part of Google Cloud Platform since 2017, which has already undergone a few iterations and upgrades. Earlier this year, Android Police spotted source code changes which suggested that Google was <a href="https://www.androidpolice.com/2019/03/26/google-podcasts-in-episode-search-is-coming-shows-now-being-fully-transcribed/">proactively transcribing some podcasts</a> on the Google Podcasts platform.</p> <p>We see evidence of this capability in the broader Google ecosystem. For example, here's an automatic transcript on my Google Pixel phone for a recent call ...</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-1b-23147.png" data-image="ad3rz38l2t8x" style="border: 0"></figure> <p></p> <p>We even see evidence of this capability in search results, but in a different medium. As early as April 2017, Google was <a href="https://searchengineland.com/google-tests-suggested-clip-search-results-video-jumps-directly-answer-273488">testing suggested clips</a>&nbsp;in YouTube videos. Here's a current example from a search for "how to swim butterfly":</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-2-100187.jpg" data-image="j8046eiu87g1" style="border: 0"></figure> <p>Note the "Suggested clip" highlighted in the blue box, and starting at the 2:30 mark. What's interesting is that variations on this search not only produce different videos in some cases, but different clips within the same video. Here's the result I got back for "how to swim the butterfly" (adding only the definite article "the"):</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-3-104418.jpg" data-image="hjez7tbtqzw7" style="border: 0"></figure> <p>Now, the suggested clip is 101 seconds long and starts at the 1:54 mark. It's clear from some suggested clips that the feature is still in its infancy, but it's difficult to imagine Google being able to implement this feature dynamically without create a transcript of the audio portion of these videos.<br></p> <p>Why start with video? For Google, it just makes bottom-line sense. YouTube is a planetary system to the pleasant suburb of Google Podcasts and has an immensely powerful infrastructure backing it. If Google can return results based on the audio portion of a video, it's only natural they can do the same for audio files.</p> <h2>How will audio surface in search?</h2> <p>The obvious starting points will be extensions of the podcast engine, including automatic transcription and&nbsp;full-text (full-audio) search&nbsp;– both of which already seem to be in the works. Once you can search within Google Podcasts, though, expect that search capability to broaden to general Google searches.</p> <p>One big question is whether Google will return audio content directly or will use transcribed text.&nbsp;In some cases, returning audio clips&nbsp;may be a better match to searcher intent. If you're searching for a movie clip or something you heard in a podcast, returning the original is a richer experience than returning plain text. The big advantage, though, will be to voice devices, such as Google Home. Returning audio would fill a content gap for voice devices and provide a direct bridge&nbsp;into full podcasts and other non-text content.</p> <h2>How many podcasts should I start?</h2> <p>We do seem to be in the midst of a minor podcast revival, and audio search may spark that revival. As always, though,&nbsp;expect Google to release changes gradually and test them for weeks or months. If you're already producing a podcast and want to make it accessible to search, make sure you're part of the Google Podcasts ecosystem and are entering and updating the currently available meta data.</p> <p>Other than having clean audio in a format Google can process, there's probably nothing specific you'll have to do down the road to get that content transcribed. It may be worth thinking about how your audio content is structured. Completely free-form content, while it certainly has a place,&nbsp;may be harder for Google to evaluate. Is the theme of your podcast and each episode evident? Is there a structure where a machine could potentially parse questions and answers. Are there concise takeaways&nbsp;– maybe a summary at the end of each episode?</p> <p>Ultimately, audio SEO will mean treating our audio content in a more structured and deliberate way. The broader evolution of Google across many devices also means that we need to be more aware of what type of content best fits our audience's needs. Is the searcher looking for text, video, or audio? Each modality fits a different need and a different device (or set of devices) in the broader search ecosystem.<br><br></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p><img src="http://feedpress.me/9375/11383706.gif" height="1" width="1"/> Podcasts in SERPs: Is Audio SEO the Next Frontier? http://tracking.feedpress.it/link/9375/11383706 Moz Blog urn:uuid:850d8575-a0ac-dc43-5c81-482889d45bae Wed, 22 May 2019 00:04:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/22897\">Dr-Pete</a></p><p>One of the many bits of <a href="https://blog.google/technology/developers/100-things-we-announced-io-19/">news from Google I/O 2019</a> was that Google would soon start displaying podcasts in search results. "Soon" turned out to be very soon, as we're already seeing these results surface. Here's one from a search for our own podcast, MozPod:</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-1-15855.png" data-image="o1oo6fhd88vl" style="border: 0"></figure> <p>While the feature itself is interesting, and the fact that the main result goes to Apple while the episodes go to Google is entertaining, the talk out of I/O suggested something much more intriguing – that Google would soon be indexing podcast content and returning audio clips in search results.</p> <h2>Can Google transcribe audio content?</h2> <p>Is this currently possible? In a word: yes. We know that Google has offered a <a href="https://cloud.google.com/speech-to-text/">speech-to-text service</a> as part of Google Cloud Platform since 2017, which has already undergone a few iterations and upgrades. Earlier this year, Android Police spotted source code changes which suggested that Google was <a href="https://www.androidpolice.com/2019/03/26/google-podcasts-in-episode-search-is-coming-shows-now-being-fully-transcribed/">proactively transcribing some podcasts</a> on the Google Podcasts platform.</p> <p>We see evidence of this capability in the broader Google ecosystem. For example, here's an automatic transcript on my Google Pixel phone for a recent call ...</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-1b-23147.png" data-image="ad3rz38l2t8x" style="border: 0"></figure> <p></p> <p>We even see evidence of this capability in search results, but in a different medium. As early as April 2017, Google was <a href="https://searchengineland.com/google-tests-suggested-clip-search-results-video-jumps-directly-answer-273488">testing suggested clips</a>&nbsp;in YouTube videos. Here's a current example from a search for "how to swim butterfly":</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-2-100187.jpg" data-image="j8046eiu87g1" style="border: 0"></figure> <p>Note the "Suggested clip" highlighted in the blue box, and starting at the 2:30 mark. What's interesting is that variations on this search not only produce different videos in some cases, but different clips within the same video. Here's the result I got back for "how to swim the butterfly" (adding only the definite article "the"):</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-3-104418.jpg" data-image="hjez7tbtqzw7" style="border: 0"></figure> <p>Now, the suggested clip is 101 seconds long and starts at the 1:54 mark. It's clear from some suggested clips that the feature is still in its infancy, but it's difficult to imagine Google being able to implement this feature dynamically without create a transcript of the audio portion of these videos.<br></p> <p>Why start with video? For Google, it just makes bottom-line sense. YouTube is a planetary system to the pleasant suburb of Google Podcasts and has an immensely powerful infrastructure backing it. If Google can return results based on the audio portion of a video, it's only natural they can do the same for audio files.</p> <h2>How will audio surface in search?</h2> <p>The obvious starting points will be extensions of the podcast engine, including automatic transcription and&nbsp;full-text (full-audio) search&nbsp;– both of which already seem to be in the works. Once you can search within Google Podcasts, though, expect that search capability to broaden to general Google searches.</p> <p>One big question is whether Google will return audio content directly or will use transcribed text.&nbsp;In some cases, returning audio clips&nbsp;may be a better match to searcher intent. If you're searching for a movie clip or something you heard in a podcast, returning the original is a richer experience than returning plain text. The big advantage, though, will be to voice devices, such as Google Home. Returning audio would fill a content gap for voice devices and provide a direct bridge&nbsp;into full podcasts and other non-text content.</p> <h2>How many podcasts should I start?</h2> <p>We do seem to be in the midst of a minor podcast revival, and audio search may spark that revival. As always, though,&nbsp;expect Google to release changes gradually and test them for weeks or months. If you're already producing a podcast and want to make it accessible to search, make sure you're part of the Google Podcasts ecosystem and are entering and updating the currently available meta data.</p> <p>Other than having clean audio in a format Google can process, there's probably nothing specific you'll have to do down the road to get that content transcribed. It may be worth thinking about how your audio content is structured. Completely free-form content, while it certainly has a place,&nbsp;may be harder for Google to evaluate. Is the theme of your podcast and each episode evident? Is there a structure where a machine could potentially parse questions and answers. Are there concise takeaways&nbsp;– maybe a summary at the end of each episode?</p> <p>Ultimately, audio SEO will mean treating our audio content in a more structured and deliberate way. The broader evolution of Google across many devices also means that we need to be more aware of what type of content best fits our audience's needs. Is the searcher looking for text, video, or audio? Each modality fits a different need and a different device (or set of devices) in the broader search ecosystem.<br><br></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p> <p>Posted by <a href=\"https://moz.com/community/users/22897\">Dr-Pete</a></p><p>One of the many bits of <a href="https://blog.google/technology/developers/100-things-we-announced-io-19/">news from Google I/O 2019</a> was that Google would soon start displaying podcasts in search results. "Soon" turned out to be very soon, as we're already seeing these results surface. Here's one from a search for our own podcast, MozPod:</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-1-15855.png" data-image="o1oo6fhd88vl" style="border: 0"></figure> <p>While the feature itself is interesting, and the fact that the main result goes to Apple while the episodes go to Google is entertaining, the talk out of I/O suggested something much more intriguing – that Google would soon be indexing podcast content and returning audio clips in search results.</p> <h2>Can Google transcribe audio content?</h2> <p>Is this currently possible? In a word: yes. We know that Google has offered a <a href="https://cloud.google.com/speech-to-text/">speech-to-text service</a> as part of Google Cloud Platform since 2017, which has already undergone a few iterations and upgrades. Earlier this year, Android Police spotted source code changes which suggested that Google was <a href="https://www.androidpolice.com/2019/03/26/google-podcasts-in-episode-search-is-coming-shows-now-being-fully-transcribed/">proactively transcribing some podcasts</a> on the Google Podcasts platform.</p> <p>We see evidence of this capability in the broader Google ecosystem. For example, here's an automatic transcript on my Google Pixel phone for a recent call ...</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-1b-23147.png" data-image="ad3rz38l2t8x" style="border: 0"></figure> <p></p> <p>We even see evidence of this capability in search results, but in a different medium. As early as April 2017, Google was <a href="https://searchengineland.com/google-tests-suggested-clip-search-results-video-jumps-directly-answer-273488">testing suggested clips</a>&nbsp;in YouTube videos. Here's a current example from a search for "how to swim butterfly":</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-2-100187.jpg" data-image="j8046eiu87g1" style="border: 0"></figure> <p>Note the "Suggested clip" highlighted in the blue box, and starting at the 2:30 mark. What's interesting is that variations on this search not only produce different videos in some cases, but different clips within the same video. Here's the result I got back for "how to swim the butterfly" (adding only the definite article "the"):</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/audio-seo-3-104418.jpg" data-image="hjez7tbtqzw7" style="border: 0"></figure> <p>Now, the suggested clip is 101 seconds long and starts at the 1:54 mark. It's clear from some suggested clips that the feature is still in its infancy, but it's difficult to imagine Google being able to implement this feature dynamically without create a transcript of the audio portion of these videos.<br></p> <p>Why start with video? For Google, it just makes bottom-line sense. YouTube is a planetary system to the pleasant suburb of Google Podcasts and has an immensely powerful infrastructure backing it. If Google can return results based on the audio portion of a video, it's only natural they can do the same for audio files.</p> <h2>How will audio surface in search?</h2> <p>The obvious starting points will be extensions of the podcast engine, including automatic transcription and&nbsp;full-text (full-audio) search&nbsp;– both of which already seem to be in the works. Once you can search within Google Podcasts, though, expect that search capability to broaden to general Google searches.</p> <p>One big question is whether Google will return audio content directly or will use transcribed text.&nbsp;In some cases, returning audio clips&nbsp;may be a better match to searcher intent. If you're searching for a movie clip or something you heard in a podcast, returning the original is a richer experience than returning plain text. The big advantage, though, will be to voice devices, such as Google Home. Returning audio would fill a content gap for voice devices and provide a direct bridge&nbsp;into full podcasts and other non-text content.</p> <h2>How many podcasts should I start?</h2> <p>We do seem to be in the midst of a minor podcast revival, and audio search may spark that revival. As always, though,&nbsp;expect Google to release changes gradually and test them for weeks or months. If you're already producing a podcast and want to make it accessible to search, make sure you're part of the Google Podcasts ecosystem and are entering and updating the currently available meta data.</p> <p>Other than having clean audio in a format Google can process, there's probably nothing specific you'll have to do down the road to get that content transcribed. It may be worth thinking about how your audio content is structured. Completely free-form content, while it certainly has a place,&nbsp;may be harder for Google to evaluate. Is the theme of your podcast and each episode evident? Is there a structure where a machine could potentially parse questions and answers. Are there concise takeaways&nbsp;– maybe a summary at the end of each episode?</p> <p>Ultimately, audio SEO will mean treating our audio content in a more structured and deliberate way. The broader evolution of Google across many devices also means that we need to be more aware of what type of content best fits our audience's needs. Is the searcher looking for text, video, or audio? Each modality fits a different need and a different device (or set of devices) in the broader search ecosystem.<br><br></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p><img src="http://feedpress.me/9375/11383706.gif" height="1" width="1"/> Taxes on Stocks: How They Work and How to Pay Less https://www.nerdwallet.com/blog/taxes/taxes-on-stocks-how-they-work-pay-less/ NerdWallet urn:uuid:5c4b993e-94bc-e7a6-3d74-463801d70e69 Tue, 21 May 2019 20:06:52 +0000 Investing in stocks can be a great way to build wealth and financial security, but it’s important to understand how taxes on stocks could affect your tax bill. Here’s a… <p>Investing in stocks can be a great way to build wealth and financial security, but it’s important to understand how taxes on stocks could affect your tax bill. Here’s a quick guide to taxes on stocks and how to lower those taxes. Your situation may be more complicated, so be sure to talk to a qualified...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Tina Orem is a writer at NerdWallet. Email: torem@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Taxes on Stocks: How They Work and How to Pay Less originally appeared on NerdWallet.</p><span data-post-id="643315"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643315" style="display: none;" data-has-syndication-rights="1" /> NerdWallet Celebrates 10 Years with Charity Auction Benefiting Able Works https://www.nerdwallet.com/blog/corporate-news/nerdwallet-celebrates-10-years/ NerdWallet urn:uuid:77fb6efb-e736-62e9-5210-45bc21f45087 Tue, 21 May 2019 17:29:15 +0000 This post was written by Sara Colvin, internal communications at NerdWallet. This March, NerdWallet celebrated its 10th anniversary with a charity auction. The event brought together over 200 Nerds for… <p>This post was written by Sara Colvin, internal communications at NerdWallet. This March, NerdWallet celebrated its 10th anniversary with a charity auction. The event brought together over 200 Nerds for a chance to reflect on the past 10 years, bid on unique items, and raise money for a cause close to our hearts: financial education....</p><p class="nw-originally-posted-link">The article NerdWallet Celebrates 10 Years with Charity Auction Benefiting Able Works originally appeared on NerdWallet.</p><span data-post-id="643301"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643301" style="display: none;" data-has-syndication-rights="1" /> How FICA Tax and Other Withholding Taxes Work on Your Paycheck https://www.nerdwallet.com/blog/taxes/fica-tax-withholding/ NerdWallet urn:uuid:4d4691d4-bb51-f172-85c7-70b84f62ab25 Tue, 21 May 2019 17:08:33 +0000 Withholding taxes, including FICA tax, are what your employer deducts from your pay and sends to the IRS, state or other tax authority on your behalf. Here are the key… <p>Withholding taxes, including FICA tax, are what your employer deducts from your pay and sends to the IRS, state or other tax authority on your behalf. Here are the key factors, and why it’s important to monitor your withholdings. How does my employer know how much withholding tax to take? The amount your employer withholds...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Tina Orem is a writer at NerdWallet. Email: torem@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How FICA Tax and Other Withholding Taxes Work on Your Paycheck originally appeared on NerdWallet.</p><span data-post-id="559724"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=559724" style="display: none;" data-has-syndication-rights="1" /> Capital One Savor Serves Up a Smaller Sign-Up Bonus https://www.nerdwallet.com/blog/credit-cards/capital-one-savor-smaller-sign-up-bonus/ NerdWallet urn:uuid:5813b10e-0446-5968-f35b-639f9bb6642c Tue, 21 May 2019 16:57:50 +0000 The Capital One® Savor® Cash Rewards Credit Card has lost a bit of its kick. Learn More As of May 21, the card is offering a smaller sign-up bonus for new cardholders:… <p>The Capital One® Savor® Cash Rewards Credit Card has lost a bit of its kick. Learn More As of May 21, the card is offering a smaller sign-up bonus for new cardholders: Earn a one-time $300 cash bonus after you spend $3000 on purchases within the first 3 months from account opening. Previously, the offer was $500 for the...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Melissa Lambarena is a writer at NerdWallet. Email: mlambarena@nerdwallet.com. Twitter: @LissaLambarena. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Capital One Savor Serves Up a Smaller Sign-Up Bonus originally appeared on NerdWallet.</p><span data-post-id="644247"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=644247" style="display: none;" data-has-syndication-rights="1" /> Why Your Financial Aid May Plummet After Freshman Year https://www.nerdwallet.com/blog/loans/student-loans/financial-aid-plummet-after-freshman-year/ NerdWallet urn:uuid:0374d1b8-a41d-c699-350c-d90cc96948e7 Tue, 21 May 2019 16:19:48 +0000 Grants and scholarships are the best ways to pay for college because you don’t have to repay them. But if you chose a college because it offered you the most… <p>Grants and scholarships are the best ways to pay for college because you don’t have to repay them. But if you chose a college because it offered you the most free money, your final bill may end up bigger than you thought. More than 72% of college students ages 18 and younger received scholarships, grants...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Ryan Lane is a writer at NerdWallet. Email: rlane@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Why Your Financial Aid May Plummet After Freshman Year originally appeared on NerdWallet.</p><span data-post-id="629101"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=629101" style="display: none;" data-has-syndication-rights="1" /> How I Gain 1,260 Instagram Followers Per Week https://neilpatel.com/blog/instagram-followers/ The KISSmetrics Marketing Blog urn:uuid:bef2f5ba-80cd-b163-2034-2394141d1fc3 Tue, 21 May 2019 13:36:31 +0000 <p>Do you want to be instafamous? Well, who doesn’t? Over the last few months, I’ve been running numerous Instagram experiments and I’ve finally figured out how to grow my Instagram following. My Neil Patel account has been growing by 1,260 followers per week. And I know what you are thinking… Neil, you are already well [&#8230;]</p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/instagram-followers/">How I Gain 1,260 Instagram Followers Per Week</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/instagram.png" alt="instagram" /></p> <p>Do you want to be instafamous?</p> <p><em>Well, who doesn’t? </em></p> <p>Over the last few months, I’ve been running numerous Instagram experiments and I’ve finally figured out how to grow my Instagram following.</p> <p>My <a href="https://www.instagram.com/neilpatel/">Neil Patel</a> account has been growing by 1,260 followers per week.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/followergrowth.png" alt="follower growth" /></p> <p>And I know what you are thinking… <em>Neil, you are already well known, this can’t be replicated by anyone else.</em></p> <p><em>Right?</em></p> <p>Well, not only did we test this strategy out on my profile, but we also did it on 2 other profiles.</p> <p>It works no matter what industry you are in. Heck, it works even better if you aren’t in B2B like me.</p> <p>Just look at <a href="https://www.instagram.com/dhavalilama/">Dhavalilama.</a> His likes per image have been growing by just using the heart trick, which I will explain in a bit, and he isn’t using my whole strategy. :/</p> <p>So, how do you gain more Instagram followers each week without spending money?<span id="more-80013"></span></p> <h2><strong>Tip #1: Instagram wants long videos</strong></h2> <p>You’ve heard everyone say that you need to upload videos. Social networks like Instagram aren’t just competing with other social networks, they are competing with traditional media and even companies like Netflix for your attention.</p> <p>If you upload videos, you’ll find that you’ll get more engagement than if you just upload images.</p> <p>But the key isn’t to just upload any video… <em>it ideally needs to be engaging and long.</em></p> <p>By long I am not talking about a 60-second video, I’m talking minutes. You’ll have to leverage IGTV for this, but that’s what they want as not enough people are using that feature.</p> <p>Hence, if you use IGTV, they’ll push your video more.</p> <p>That way when someone is watching a 5-minute video you just posted, they’ll be able to watch the first 60 seconds on their feed and then they’ll be pushed over to IGTV.</p> <p>All you have to do is upload the video to IGTV and select the &#8220;post a preview&#8221; option.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/preview.jpg" alt="preview" /></p> <p>What this does is, it uploads the video to IGTV and then also promotes the video through your feed.</p> <p>Just look at <a href="https://www.instagram.com/tv/BuRVbQ8n8TV/">this video</a> that I only posted on IGTV.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/igtv.png" alt="igtv" /></p> <p>It had 236 views before writing this blog post.</p> <p>When I posted that video, I had 9,078 followers, which means I had an engagement rate of 2.59%.</p> <p>Now if you look at <a href="https://www.instagram.com/tv/BxZ76RdHxjl">this video</a> that I posted…</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/igtv2.png" alt="igtv" /></p> <p>It had 2,971 views before writing this blog post.</p> <p>When I posted that video I had 21,047 followers, which means I had an engagement rate of 14.11%.</p> <p><em>What’s crazy is, that one simple change increased my video engagement by 444%.</em></p> <h2><strong>Tip #2: Ask and you will receive</strong></h2> <p>Instagram’s algorithm is simple… the more views and likes your videos and images receive, the more people will see them, which increases engagement and your follower count over time.</p> <p>There’s not too much more to the algorithm.</p> <p>Of course, they are looking at things like what percentage of your followers actually engage… but still, the algorithm from a conceptual standpoint is simple.</p> <p>So, have you thought about asking for people to “like” your image?</p> <p>Now with Instagram, people are using it via their cell phone so it’s more of a “double tap” than a like… <em>but you get the point</em>.</p> <p>On average, when I post an image on Instagram I can generate 945.6 likes.</p> <p>Here’s an example of one of those images:</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/neilpatelquote.png" alt="neil patel quote" /></p> <p>And as you can see from the engagement, that one did better than most of my images as it has over 1,000 likes.</p> <p>Plus, the messaging resonates with a lot of people.</p> <p>But here is one that is simple…</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/doubletap.png" alt="double tap" /></p> <p>I just asked people to “double tap” if they need to improve their video skills.</p> <p>It didn’t take much creativity to come up with that image and it received 1,441 likes. <em>In other words, it produced 51.96% more engagement.</em></p> <p>You should give it a try… <em>I tend to use this tactic a few times a month and it works really well.</em></p> <p>Just be careful though, if you use it every day or every week, people will get sick of it and it will stop working. Hence, I only use it a few times a month max.</p> <h2><strong>Tip #3: Go live</strong></h2> <p>Did I already mention that Instagram is competing with television networks and Netflix?</p> <p>Because of that, what kind of content do you think they want more of?</p> <p>Well, yes they want more video content, but we already talked about that.</p> <p><em>They want more live content.</em></p> <p>Think… reality TV.</p> <p>Now the live content you produce doesn’t have to be like <em>Keeping up with the Kardashians</em>… they just want live content that people are looking forward to viewing.</p> <p>You know how you will tune into shows like American Idol or the latest soccer or football match because it’s live and you want to see what’s happening in real time? That’s the effect Instagram is hoping for with live content.</p> <p>Now, when you go live, Instagram is promoting it heavily so you’ll get more viewers. It doesn’t matter what you talk about… they just want to see more people go live.</p> <p>Every time I go live, I am able to get at least 1,000 views. Just look at the live I just did&#8230;</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/live.jpg" alt="live" /></p> <p>In the first 6 hours, it&#8217;s already received 718 views and I did this live session on a Sunday during non-peak hours. Within the first 24 hours, it will easily surpass 1000 views.</p> <p>In other words, go live! It’s a simple and quick way to grow your following count. <em>Ideally, you should be going live on a weekly basis.</em></p> <p>Heck, you can’t go live too much… feel free to go live daily.</p> <h2><strong>Tip #4: Respond to comments</strong></h2> <p>This one is simple, but no one really does it.</p> <p>Social networks are supposed to be social. That means you should participate.</p> <p>And no, I am not talking about just liking other images and viewing videos. I’m talking about engaging with people and talking to them.</p> <p><em>So, when you like something that someone else posts, leave a comment.</em></p> <p>And when someone leaves a comment on one of your posts… <em>what do you think you should do?</em></p> <p>You should respond to them with a comment.</p> <p>Now, let&#8217;s look at some of my posts for a minute. You’ll see decent engagement, but more so, you’ll see me being very active.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/comments.png" alt="comments" /></p> <p>Just look at all of my responses.</p> <p>By engaging with people, you’re more likely to build a relationship with these individuals, which makes it more likely that they will back and continually engage with your posts.</p> <h2><strong>Tip #5: The heart trick</strong></h2> <p>Alright, are you ready for the heart trick? You know, the one Dhavalilama has been using to boost his like count by 300%.</p> <p>The concept is simple, but it will take a bit of finesse to implement.</p> <p>A part of Instagram’s algorithm is how much engagement you get from other Instagram users within the first hour of you posting anything.</p> <p>Now, I’ve done a lot of tests with this… if you can get Instagram users who have more followers than you to like your image or video when it first goes live you’ll find that your content is much more likely to show up on the discovery page.</p> <p>From a lot of testing, here’s what seems to be the most effective:</p> <ul> <li>Get people with larger following accounts to like your image or video within the first hour it comes out.</li> <li>Ask them to not like anything else within that hour. We’ve found that if they like too many images or videos it doesn’t work.</li> <li>And if they are feeling extra generous, have them leave a comment.</li> </ul> <p>The heart trick isn’t that complex, but it is hard to implement because you have to convince users who are more popular than you to like your content right when you publish.</p> <p>And ideally, you need 6 people who have large accounts (the bigger the better), for this to work extremely well.</p> <h2><strong>Tip #6: Create multiple stories each day</strong></h2> <p>What do Tai Lopez, Gary Vaynerchuk, and Grant Cardone have in common?</p> <p>Well, other than the fact that they all have over a million Instagram followers…</p> <p>They all post a ton of stories per day.</p> <p>And when I mean a ton, sometimes they are posting over 20 stories a day… <em>literally</em>.</p> <p>The more stories you post, the more engagement you’ll create, which will lead to more followers.</p> <p>Just look at the stats from the stories I just posted:</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/storyig.jpg" alt="story instagram" /></p> <p>I can generate over 1,000 views within 8 hours of posting a story and generally in the range of 1,600 to 2,000 views within 24 hours.</p> <p>The same story 23 hours later received 1870 views.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/story23.jpg" alt="story 23 hours" /></p> <p>Here are some things to keep in mind if you want to maximize stories:</p> <ol> <li>Don’t post all of your stories at once, spread them out throughout the day. This will cause people to keep coming back and engaging with your profile.</li> <li>Use a combination of both images and videos within your stories. Overall, you’ll find that videos create more engagement.</li> <li>The more stories you publish, the better off you are.</li> <li>Add polls to your stories, this also helps boost engagement.</li> </ol> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/polls.jpg" alt="polls" /></p> <h2><strong>Tip #7: Quality matters</strong></h2> <p>Have you noticed that some images get more likes than others? Or certain videos get more engagement?</p> <p>Instagram is a visual social network. So the visual part is important… you want your images and videos to look great no matter what.</p> <p>Now, they don’t have to be perfect, but you do want to make sure you are posting images that people enjoy.</p> <p>Here’s what I mean…</p> <p>When you look at my profile, you’ll see a ton of images of me that contain quotes.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/instagramprofile.png" alt="instagram profile" /></p> <p>Some of those images perform really well, while others don’t. For example, every time I post a quote using this image template…</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/badtemplate.png" alt="bad template" /></p> <p>It gets 21.4% less engagement then when I use this template…</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/goodtemplate.png" alt="good template" /></p> <p>Keep track of what your followers like and don’t like. Post more of what they like and stop posting the stuff that has low engagement.</p> <h2><strong>Tip #8: Test, test, test</strong></h2> <p>Speaking of posting more of what your followers like and less of what they don’t, you need to constantly test.</p> <p>Even though quality matters, when you are testing you shouldn’t aim for perfection. Just aim for speed.</p> <p>Once you find something that people like, do more of it.</p> <p>For example, I ask people to double tap as I talked about in tip number 2 because I learned it through testing.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/hearttap.png" alt="heart tap" /></p> <p>Here are some other things I’ve learned through testing:</p> <ul> <li><strong>Simplicity is the ultimate sophistication</strong> – people prefer clean images that are simple.</li> <li><strong>Use bright colors</strong> – images that are darker, such as night photography don’t perform as well.</li> <li><strong>Switch things up</strong> – if you do the same thing every week you’ll find your engagement starting to drop.</li> <li><strong>People want to get to know you</strong> – they don’t want to get to know the Photoshop version of you. Be realistic and personal. Connect with your followers.</li> <li><strong>Filters don’t matter </strong>– don’t waste too much time modifying or adjusting your images. Little things like filters don’t make the biggest difference.</li> <li><strong>Hashtags aren’t game changing </strong>– I know everyone says you have to use hashtags and you should here and there… but they aren’t game-changing. So don’t spam and use 20 hashtags per image you post. And when you do use them, pick relevant and popular ones. You can use <a href="https://neilpatel.com/ubersuggest/">Ubersuggest</a> to figure out what keywords are popular.</li> <li><strong>Use Instagram analytics</strong> – it tells you when your followers are online so you know when to post. If you post when they are online you’ll get much more engagement.</li> </ul> <p>A good example of a test I’ve run is when I post on my feed. As you can see from my stats&#8230;</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/igstats.jpg" alt="igstats" /></p> <p>My followers are most likely to be on Instagram at 9am. So I try to post around that time, which has helped me get 8.41% more likes per image.</p> <p>Every little bit adds up!</p> <h2><strong>Conclusion</strong></h2> <p>You don’t have to spend money on ads to grow your Instagram following. If you follow the tips above, you’ll do well and find that you can grow your weekly following count by over 1,000 net new followers each week.</p> <p>Now, I know you may not want to use Instagram because it doesn’t have you “ideal” audience, but you can drive conversions from Instagram.</p> <p>For example, when I went live on Instagram and I told the audience to check out my ad agency Neil Patel Digital, I was able to generate 2 leads.</p> <p>Neither of the leads were ideal customers, but it is a numbers game. If I continually do it I will be able to generate clients.</p> <p>In the past, I have closed 3 deals from Instagram… one paid $120,000, the other paid $1,000,000, and the last paid $300,000.</p> <p>They were all consulting arrangements, so I had substantial costs associated with the revenue, but it shows that Instagram does work.</p> <p>Heck, if it didn’t, I wouldn’t be back on Instagram again (this is my 3rd profile, I no longer use the other 2).</p> <p>You can also use the swipe up feature to drive people to your site and this will help you generate leads and sales.</p> <p><em>So, what do you think about Instagram? Are you using it on a daily basis?</em></p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/instagram-followers/">How I Gain 1,260 Instagram Followers Per Week</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=QxQBILZDTBU:9L18jo4vg_M:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=QxQBILZDTBU:9L18jo4vg_M:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=QxQBILZDTBU:9L18jo4vg_M:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=QxQBILZDTBU:9L18jo4vg_M:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=QxQBILZDTBU:9L18jo4vg_M:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=QxQBILZDTBU:9L18jo4vg_M:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=QxQBILZDTBU:9L18jo4vg_M:D7DqB2pKExk"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=QxQBILZDTBU:9L18jo4vg_M:D7DqB2pKExk" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/KISSmetrics/~4/QxQBILZDTBU" height="1" width="1" alt=""/> Capital One Spark Miles for Business Adds Precheck/Global Entry Perk https://www.nerdwallet.com/blog/credit-cards/capital-one-spark-miles-for-business-precheck-global-entry/ NerdWallet urn:uuid:c7c9c0af-3c9b-2a09-93ce-644b18b9cdd1 Tue, 21 May 2019 12:00:44 +0000 Capital One is enhancing one of its popular business credit cards with a cardholder benefit that pays for federal trusted-traveler programs aimed at helping flyers get through airport security lines quicker. Learn More Starting… <p>Capital One is enhancing one of its popular business credit cards with a cardholder benefit that pays for federal trusted-traveler programs aimed at helping flyers get through airport security lines quicker. Learn More Starting May 21, 2019, the Capital One® Spark® Miles for Business will reimburse cardholders for the cost of applying to TSA Precheck or Global Entry programs, which...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Gregory Karp is a writer at NerdWallet. Email: gkarp@nerdwallet.com. Twitter: @spendingsmart. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Capital One Spark Miles for Business Adds Precheck/Global Entry Perk originally appeared on NerdWallet.</p><span data-post-id="643520"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643520" style="display: none;" data-has-syndication-rights="1" /> Instagram Creator Accounts: What Marketers Need to Know https://www.socialmediaexaminer.com/instagram-creator-accounts-what-marketers-need-to-know/ Social Media Examiner urn:uuid:88c04906-ec57-114e-98e3-9ffa1cf8f983 Tue, 21 May 2019 10:00:05 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/instagram-creator-account-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/instagram-creator-account-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/instagram-creator-account-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/instagram-creator-account-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/instagram-creator-account-how-to-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/instagram-creator-account-how-to-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do you want more tools to connect with your audience on Instagram? Have you heard about Instagram creator accounts? In this article, you’ll learn how switching to an Instagram creator account can help you better achieve your Instagram marketing goals. What Is an Instagram Creator Account? When Instagram first launched, everyone had a personal account. [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/instagram-creator-accounts-what-marketers-need-to-know/">Instagram Creator Accounts: What Marketers Need to Know</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> 7 Proven SEO Reporting Best Practices That Boost Client Retention http://tracking.feedpress.it/link/9375/11379881 Moz Blog urn:uuid:df13ee81-0943-33c3-8d61-3d31dca838d3 Tue, 21 May 2019 00:06:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/10805655\">KameronJenkins</a></p><p>“Let’s hop on a call to go over this report.” </p> <p>Did you hear that?</p> <p>That was the collective sigh of SEOs everywhere. </p> <p>If we’re being honest, most of us probably view reporting the same way we view taking out the trash or folding the laundry. It’s a chore that robs us of time we could have spent on more important or enjoyable things. </p> <p>Adding to the frustration is the reality that many clients don’t even read their reports. That’s right. All that time you put into pulling together your data and the report might be forever resigned to the dusty corner of your client’s inbox.</p> <p>In the words of Mama Boucher, <a target="_blank" href="https://images.app.goo.gl/aPwqb13nqs8Gn3tB8">reporting is the devil</a>. </p> <p>Hear me out though… have you ever thought of reporting as a client retention tool? While reporting is something that takes your time away from SEO work that moves the needle, reporting is also critical if you want to have a campaign to work on at all.</p> <p>In other words, no reporting = no value communicated = no more client. </p> <p>The good news is that the reverse is also true. When we do SEO reporting well, we <a target="_blank" href="https://moz.com/blog/seo-value-for-clients">communicate our value</a> and keep more clients, which is something that every agency and consultant can agree is important. </p> <p>That all sounds nice, but how can we do that? Throughout my six years at an SEO agency, I picked up some reporting tips that I hope you’ll be able to benefit from as well. </p> <p>P.S. If you haven’t seen it already, Moz’s own Meghan Pahinui wrote an amazing post for the Moz blog on <a target="_blank" href="https://moz.com/blog/seo-reports-next-level">creating relevant and engaging SEO reports</a> using Moz Pro Campaigns. Definitely check it out! </p> <h2>1. Report on what they care about</h2> <p>I’ve seen my share of reports that highlighted metrics that just didn’t reflect any of the client’s main objectives. Your clients are busy — the first sight of something irrelevant and they’ll lose interest, so make your reports count! </p> <figure><a target="_blank" href="https://moz.com/white-papers/seo-kpis-agency-reporting"><img src="http://d2v4zi8pl64nxt.cloudfront.net/7-seo-reporting-best-practices-that-boost-client-retention/5cdf30e0dcd0a6.70395515.png" data-image="wfuczt3115yv"></a></figure> <p>My process for determining what I should report on is fairly simple:</p> <ol><li>Identify the business objective</li><li>Create an SEO plan that will help achieve that goal</li><li>Execute the plan</li><li>Report on the metrics that best measure the work I did </li></ol> <p>In other words, choose appropriate KPIs to match their business objectives and your strategy, and stick to those for your reporting. </p> <h2>2. Set specific goals</h2> <p>You: “Good news! We got 4,000 organic visits last month.” </p> <p>Client: “Why wasn’t it 5,000?”</p> <p>If that’s ever happened to you before, you’re not alone. </p> <p>This simple step is so easy to forget, but make sure your goals are specific and mutually agreed upon before you start! At the beginning of the month, tell your client what your goal is (ex: “We hope to be able to get 4,000 organic visits”). That way, when you review your report, you’ll be able to objectively say whether you missed/hit/exceeded your targets. </p> <h2>3. Eliminate jargon</h2> <p>Your clients are professionals in their own fields, not yours, so make sure to leave the shop-talking to Twitter. Before sending out a report, ask yourself:</p> <ul><li>Have I defined all potentially confusing metrics? I’ve seen some SEOs include a mini-glossary or analogies to explain some of their charts — I love this! It really helps disambiguate metrics that are easy to misunderstand. </li><li>Am I using words that aren’t used outside my own echo chamber? Some phrases become so ubiquitous in our immediate circles that we assume everyone uses them. In many cases, we’re using jargon without even realizing it! </li></ul> <p>Simply put, use clear language and layman’s terms in your client’s SEO reports. You won’t serve anyone by confusing them.</p> <h2>4. Visualize your data in meaningful ways</h2> <p></p> <figure><a target="_blank" href="https://moz.com/white-papers/seo-kpis-agency-reporting"><img src="http://d2v4zi8pl64nxt.cloudfront.net/7-seo-reporting-best-practices-that-boost-client-retention/5cdf30e1925871.89316695.png" data-image="sevyotpx8t6q"></a></figure> <p>I once heard a client describe a report as “pretty, but useless.”</p> <p>Ouch.</p> <p>They had a point though. Their report was full of pie charts and line graphs that, while important-looking, conveyed no meaning to them. </p> <p>Part of that “meaning” comes down to reporting on the metrics your client cares about (see #1), but the other half of that is choosing how you’ll display that information. </p> <p>There are some great resources on Moz about data visualization such as <a target="_blank" href="https://moz.com/learn/seo/demystifying-data-visualization-for-marketers-mozcon-2014">Demystifying Data Visualization for Marketers</a>, a video of Annie Cushing’s talk at MozCon 2014, and <a target="_blank" href="https://moz.com/blog/impactful-data-storytelling">A Visualization Prescription for Impactful Data Storytelling</a>, a Whiteboard Friday video by Lea Pica. </p> <p>Resources like that will help you transform your data from metrics into a story that conveys meaning to your clients, so don’t skimp on this step! </p> <h2>5. Provide insights, not just metrics</h2> <figure><a target="_blank" href="https://moz.com/white-papers/seo-kpis-agency-reporting"><img src="http://d2v4zi8pl64nxt.cloudfront.net/7-seo-reporting-best-practices-that-boost-client-retention/5cdf30e2075c57.99699129.png" data-image="ca8san5i6890"></a></figure> <p>I remember the first time someone explained to me the difference between metrics and insights. I was blown away. </p> <p>It seems so simple now, but in my earliest days in digital marketing, I basically viewed “reporting” as synonymous with “data.” Raw, numeric, mind-numbing data. </p> <p>The key to making your reports more meaningful to your clients is understanding that pure metrics don’t have intrinsic data. You have to unify the data in meaningful ways and pull out insights that help your client understand not just what the numbers are but why they matter. </p> <p>I find it helpful to ask “so what?” when going through a report. Client’s ranking on page 1 for this list of keywords? That’s cool, but why should my client care about this? How is it contributing to their goals? Work on answering that question before you communicate your reports. </p> <h2>6.&nbsp;Connect SEO results to revenue</h2> <p>I’m going to be honest, this one is tricky.</p> <p>First of all, SEO is a few layers removed from conversions. When it comes to “the big three” (as I like to refer to rankings, traffic, and conversions), SEOs can:</p> <ul><li>Most directly influence rankings</li><li>Influence organic traffic, but a little less directly than rankings. For example, organic traffic can go down despite sustained rankings due to things like seasonality. </li><li>Influence organic conversions, but even less directly than traffic. Everything from the website design to the product/service itself can affect that. </li></ul> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/7-seo-reporting-best-practices-that-boost-client-retention/5cdf30e274cf52.49364992.jpg" data-image="se7ju0yqn1lx"></figure> <p>Second, it can be difficult to connect SEO to revenue especially on websites where the ultimate conversion happens offline (ex: lead gen). In order to tie organic traffic to revenue, you’ll want to set up goal conversions and add a value to those conversions in your analytics, but here’s where that gets difficult:</p> <ul><li>Clients often don’t know their average LCV (lifetime customer value)</li><li>Clients often don’t know their average close rate (the rough percentage of leads that they close)</li><li>Clients know, but they don’t want to share this information with you</li></ul> <p>Everyone has a different reporting methodology, but I personally tend to advocate for at least trying to connect SEO to revenue. I’ve been in enough situations where our client dropped us because they saw us as a cost-center rather than a profit-center to know that communicating your value in monetary terms can mean the difference between keeping your client or not. </p> <p>Even though you can’t directly influence conversions and even if your client can only give you a rough ballpark figure for LCV and close rate, it’s better than nothing. </p> <h2>7. Be available to fill in the gaps</h2> <p>Not everything can be explained in a report. Even if you’re able to add text commentary to elaborate on your data, there’s still the risk that a key point will be lost on your client completely. Expect this! </p> <p>I’ve seen plenty of client reporting calls go well over an hour. While no two situations are alike, I think starting with a report that contains clear insights on the KPIs your client cares about will do wonders for shortening that conversation. </p> <p>Your clients will be able to understand those insights on their own, which frees you up to add context and answer any questions without getting bogged down with back-and-forth over “red herring” metrics that distract from the main point. </p> <hr> <h2>I want to hear from you!</h2> <p>What about you? Every SEO has their own reporting best practices, wins, and horror stories — I want to hear yours!</p> <ul><li>What reporting trick do you have up your sleeve that could help your fellow SEOs save time (& their sanity)?</li><li>What’s your biggest reporting struggle and how are you trying to solve it?</li><li>What’s an example of a time when reporting played a role in salvaging a client relationship?</li></ul> <p>We’re in this together — so let’s learn from each other!</p> <p>And if you want more where this came from, please consider downloading our free whitepaper: <strong>High-Impact SEO Reporting for Agencies</strong>! It’s full of advice and helpful tips for using reports to communicate value to your clients. </p> <p align="center"><a target="_blank" href="https://moz.com/white-papers/seo-kpis-agency-reporting" class="button-primary large-cta blue">Read the whitepaper</a></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p> <p>Posted by <a href=\"https://moz.com/community/users/10805655\">KameronJenkins</a></p><p>“Let’s hop on a call to go over this report.” </p> <p>Did you hear that?</p> <p>That was the collective sigh of SEOs everywhere. </p> <p>If we’re being honest, most of us probably view reporting the same way we view taking out the trash or folding the laundry. It’s a chore that robs us of time we could have spent on more important or enjoyable things. </p> <p>Adding to the frustration is the reality that many clients don’t even read their reports. That’s right. All that time you put into pulling together your data and the report might be forever resigned to the dusty corner of your client’s inbox.</p> <p>In the words of Mama Boucher, <a target="_blank" href="https://images.app.goo.gl/aPwqb13nqs8Gn3tB8">reporting is the devil</a>. </p> <p>Hear me out though… have you ever thought of reporting as a client retention tool? While reporting is something that takes your time away from SEO work that moves the needle, reporting is also critical if you want to have a campaign to work on at all.</p> <p>In other words, no reporting = no value communicated = no more client. </p> <p>The good news is that the reverse is also true. When we do SEO reporting well, we <a target="_blank" href="https://moz.com/blog/seo-value-for-clients">communicate our value</a> and keep more clients, which is something that every agency and consultant can agree is important. </p> <p>That all sounds nice, but how can we do that? Throughout my six years at an SEO agency, I picked up some reporting tips that I hope you’ll be able to benefit from as well. </p> <p>P.S. If you haven’t seen it already, Moz’s own Meghan Pahinui wrote an amazing post for the Moz blog on <a target="_blank" href="https://moz.com/blog/seo-reports-next-level">creating relevant and engaging SEO reports</a> using Moz Pro Campaigns. Definitely check it out! </p> <h2>1. Report on what they care about</h2> <p>I’ve seen my share of reports that highlighted metrics that just didn’t reflect any of the client’s main objectives. Your clients are busy — the first sight of something irrelevant and they’ll lose interest, so make your reports count! </p> <figure><a target="_blank" href="https://moz.com/white-papers/seo-kpis-agency-reporting"><img src="http://d2v4zi8pl64nxt.cloudfront.net/7-seo-reporting-best-practices-that-boost-client-retention/5cdf30e0dcd0a6.70395515.png" data-image="wfuczt3115yv"></a></figure> <p>My process for determining what I should report on is fairly simple:</p> <ol><li>Identify the business objective</li><li>Create an SEO plan that will help achieve that goal</li><li>Execute the plan</li><li>Report on the metrics that best measure the work I did </li></ol> <p>In other words, choose appropriate KPIs to match their business objectives and your strategy, and stick to those for your reporting. </p> <h2>2. Set specific goals</h2> <p>You: “Good news! We got 4,000 organic visits last month.” </p> <p>Client: “Why wasn’t it 5,000?”</p> <p>If that’s ever happened to you before, you’re not alone. </p> <p>This simple step is so easy to forget, but make sure your goals are specific and mutually agreed upon before you start! At the beginning of the month, tell your client what your goal is (ex: “We hope to be able to get 4,000 organic visits”). That way, when you review your report, you’ll be able to objectively say whether you missed/hit/exceeded your targets. </p> <h2>3. Eliminate jargon</h2> <p>Your clients are professionals in their own fields, not yours, so make sure to leave the shop-talking to Twitter. Before sending out a report, ask yourself:</p> <ul><li>Have I defined all potentially confusing metrics? I’ve seen some SEOs include a mini-glossary or analogies to explain some of their charts — I love this! It really helps disambiguate metrics that are easy to misunderstand. </li><li>Am I using words that aren’t used outside my own echo chamber? Some phrases become so ubiquitous in our immediate circles that we assume everyone uses them. In many cases, we’re using jargon without even realizing it! </li></ul> <p>Simply put, use clear language and layman’s terms in your client’s SEO reports. You won’t serve anyone by confusing them.</p> <h2>4. Visualize your data in meaningful ways</h2> <p></p> <figure><a target="_blank" href="https://moz.com/white-papers/seo-kpis-agency-reporting"><img src="http://d2v4zi8pl64nxt.cloudfront.net/7-seo-reporting-best-practices-that-boost-client-retention/5cdf30e1925871.89316695.png" data-image="sevyotpx8t6q"></a></figure> <p>I once heard a client describe a report as “pretty, but useless.”</p> <p>Ouch.</p> <p>They had a point though. Their report was full of pie charts and line graphs that, while important-looking, conveyed no meaning to them. </p> <p>Part of that “meaning” comes down to reporting on the metrics your client cares about (see #1), but the other half of that is choosing how you’ll display that information. </p> <p>There are some great resources on Moz about data visualization such as <a target="_blank" href="https://moz.com/learn/seo/demystifying-data-visualization-for-marketers-mozcon-2014">Demystifying Data Visualization for Marketers</a>, a video of Annie Cushing’s talk at MozCon 2014, and <a target="_blank" href="https://moz.com/blog/impactful-data-storytelling">A Visualization Prescription for Impactful Data Storytelling</a>, a Whiteboard Friday video by Lea Pica. </p> <p>Resources like that will help you transform your data from metrics into a story that conveys meaning to your clients, so don’t skimp on this step! </p> <h2>5. Provide insights, not just metrics</h2> <figure><a target="_blank" href="https://moz.com/white-papers/seo-kpis-agency-reporting"><img src="http://d2v4zi8pl64nxt.cloudfront.net/7-seo-reporting-best-practices-that-boost-client-retention/5cdf30e2075c57.99699129.png" data-image="ca8san5i6890"></a></figure> <p>I remember the first time someone explained to me the difference between metrics and insights. I was blown away. </p> <p>It seems so simple now, but in my earliest days in digital marketing, I basically viewed “reporting” as synonymous with “data.” Raw, numeric, mind-numbing data. </p> <p>The key to making your reports more meaningful to your clients is understanding that pure metrics don’t have intrinsic data. You have to unify the data in meaningful ways and pull out insights that help your client understand not just what the numbers are but why they matter. </p> <p>I find it helpful to ask “so what?” when going through a report. Client’s ranking on page 1 for this list of keywords? That’s cool, but why should my client care about this? How is it contributing to their goals? Work on answering that question before you communicate your reports. </p> <h2>6.&nbsp;Connect SEO results to revenue</h2> <p>I’m going to be honest, this one is tricky.</p> <p>First of all, SEO is a few layers removed from conversions. When it comes to “the big three” (as I like to refer to rankings, traffic, and conversions), SEOs can:</p> <ul><li>Most directly influence rankings</li><li>Influence organic traffic, but a little less directly than rankings. For example, organic traffic can go down despite sustained rankings due to things like seasonality. </li><li>Influence organic conversions, but even less directly than traffic. Everything from the website design to the product/service itself can affect that. </li></ul> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/7-seo-reporting-best-practices-that-boost-client-retention/5cdf30e274cf52.49364992.jpg" data-image="se7ju0yqn1lx"></figure> <p>Second, it can be difficult to connect SEO to revenue especially on websites where the ultimate conversion happens offline (ex: lead gen). In order to tie organic traffic to revenue, you’ll want to set up goal conversions and add a value to those conversions in your analytics, but here’s where that gets difficult:</p> <ul><li>Clients often don’t know their average LCV (lifetime customer value)</li><li>Clients often don’t know their average close rate (the rough percentage of leads that they close)</li><li>Clients know, but they don’t want to share this information with you</li></ul> <p>Everyone has a different reporting methodology, but I personally tend to advocate for at least trying to connect SEO to revenue. I’ve been in enough situations where our client dropped us because they saw us as a cost-center rather than a profit-center to know that communicating your value in monetary terms can mean the difference between keeping your client or not. </p> <p>Even though you can’t directly influence conversions and even if your client can only give you a rough ballpark figure for LCV and close rate, it’s better than nothing. </p> <h2>7. Be available to fill in the gaps</h2> <p>Not everything can be explained in a report. Even if you’re able to add text commentary to elaborate on your data, there’s still the risk that a key point will be lost on your client completely. Expect this! </p> <p>I’ve seen plenty of client reporting calls go well over an hour. While no two situations are alike, I think starting with a report that contains clear insights on the KPIs your client cares about will do wonders for shortening that conversation. </p> <p>Your clients will be able to understand those insights on their own, which frees you up to add context and answer any questions without getting bogged down with back-and-forth over “red herring” metrics that distract from the main point. </p> <hr> <h2>I want to hear from you!</h2> <p>What about you? Every SEO has their own reporting best practices, wins, and horror stories — I want to hear yours!</p> <ul><li>What reporting trick do you have up your sleeve that could help your fellow SEOs save time (& their sanity)?</li><li>What’s your biggest reporting struggle and how are you trying to solve it?</li><li>What’s an example of a time when reporting played a role in salvaging a client relationship?</li></ul> <p>We’re in this together — so let’s learn from each other!</p> <p>And if you want more where this came from, please consider downloading our free whitepaper: <strong>High-Impact SEO Reporting for Agencies</strong>! It’s full of advice and helpful tips for using reports to communicate value to your clients. </p> <p align="center"><a target="_blank" href="https://moz.com/white-papers/seo-kpis-agency-reporting" class="button-primary large-cta blue">Read the whitepaper</a></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p><img src="http://feedpress.me/9375/11379881.gif" height="1" width="1"/> Best-Performing Mutual Funds: May 2019 https://www.nerdwallet.com/blog/investing/best-performing-mutual-funds/ NerdWallet urn:uuid:91b0b2fc-ac9b-aba1-f2ca-f00fb026e9a4 Mon, 20 May 2019 21:22:12 +0000 When shopping for mutual funds, we naturally are curious: Which ones are performing the best today? While that’s a common place to begin your search, remember you’re shopping for tomorrow… <p>When shopping for mutual funds, we naturally are curious: Which ones are performing the best today? While that’s a common place to begin your search, remember you’re shopping for tomorrow when looking for the best mutual funds. Top performers in the short term don’t always become long-term winners. The best mutual funds for your portfolio won’t necessarily...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Kevin Voigt is a writer at NerdWallet. Email: kevin@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Best-Performing Mutual Funds: May 2019 originally appeared on NerdWallet.</p><span data-post-id="642630"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=642630" style="display: none;" data-has-syndication-rights="1" /> 5 Steps to Debt Consolidation https://www.nerdwallet.com/blog/loans/how-to-get-a-debt-consolidation-loan/ NerdWallet urn:uuid:9ddaf41d-32b6-17fc-8aea-77931a400840 Mon, 20 May 2019 18:00:55 +0000 So you’ve decided that consolidation is your best bet for getting a handle on your debt. Consolidating via a personal loan could mean you’ll pay off high-interest debts, simplify your… <p>So you’ve decided that consolidation is your best bet for getting a handle on your debt. Consolidating via a personal loan could mean you’ll pay off high-interest debts, simplify your payments and reduce your debt more quickly. Here are five steps for getting a personal loan for debt consolidation, from checking your credit to closing...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Steve Nicastro is a writer at NerdWallet. Email: steven.n@nerdwallet.com. Twitter: @StevenNicastro. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 5 Steps to Debt Consolidation originally appeared on NerdWallet.</p><span data-post-id="643395"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643395" style="display: none;" data-has-syndication-rights="1" /> Is There a Statute of Limitations on Student Loans? https://www.nerdwallet.com/blog/loans/student-loans/statute-of-limitations-student-loans/ NerdWallet urn:uuid:3f2cf3f8-d48b-2ed0-c77f-95f13205a3e6 Mon, 20 May 2019 17:50:16 +0000 There is no statute of limitations on federal student loans. Private student loans do have a statute of limitations, with lengths varying from state to state. When collecting a debt,… <p>There is no statute of limitations on federal student loans. Private student loans do have a statute of limitations, with lengths varying from state to state. When collecting a debt, a statute of limitations refers to how long a creditor has to sue for repayment. If the statute of limitations expires, a creditor can’t sue...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Ryan Lane is a writer at NerdWallet. Email: rlane@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Is There a Statute of Limitations on Student Loans? originally appeared on NerdWallet.</p><span data-post-id="641675"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=641675" style="display: none;" data-has-syndication-rights="1" /> Petal Visa Card Now Earns up to 1.5% Cash Back on All Purchases https://www.nerdwallet.com/blog/credit-cards/petal-visa-adds-cash-back-rewards/ NerdWallet urn:uuid:5fefd6ec-e018-329d-3672-0d1573e4b103 Mon, 20 May 2019 17:02:55 +0000 The Petal Visa® Credit Card — an alternative card launched in 2018 for those with little or no credit — is blossoming into new territory: cash-back rewards. The new incentive, along with the… <p>The Petal Visa® Credit Card — an alternative card launched in 2018 for those with little or no credit — is blossoming into new territory: cash-back rewards. The new incentive, along with the card’s lack of fees and nontraditional underwriting, makes it something of a unicorn in the garden of plastic. Learn More Previously, the card offered no rewards. On May...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Melissa Lambarena is a writer at NerdWallet. Email: mlambarena@nerdwallet.com. Twitter: @LissaLambarena. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Petal Visa Card Now Earns up to 1.5% Cash Back on All Purchases originally appeared on NerdWallet.</p><span data-post-id="638628"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=638628" style="display: none;" data-has-syndication-rights="1" /> Want to Clean Up? 3 Must-Know Tips for Buying a Washer https://www.nerdwallet.com/blog/finance/washing-machine-deals/ NerdWallet urn:uuid:5fae9310-4ba6-08c5-ecb6-1793dcfc965c Mon, 20 May 2019 15:46:53 +0000 Following last year’s news that the trade war with China had raised prices of washing machines, consumers were understandably leery of making any sudden purchases. The escalation of tariffs has carried… <p>Following last year’s news that the trade war with China had raised prices of washing machines, consumers were understandably leery of making any sudden purchases. The escalation of tariffs has carried over into 2019, and the confusion around buying home appliances is still very real. With some models costing upwards of $1,000, purchasing a washer is...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Courtney Jespersen is a writer at NerdWallet. Email: courtney@nerdwallet.com. Twitter: @CourtneyNerd. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Want to Clean Up? 3 Must-Know Tips for Buying a Washer originally appeared on NerdWallet.</p><span data-post-id="635057"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=635057" style="display: none;" data-has-syndication-rights="1" /> Want to Clean Up? 3 Money-Saving Tips for Buying a Washer https://www.nerdwallet.com/blog/finance/washing-machine-deals/ NerdWallet urn:uuid:9a03d898-8af6-7d0e-8082-10c1e2a388c5 Mon, 20 May 2019 15:46:53 +0000 Following last year’s news that the trade war with China had raised prices of washing machines, consumers were understandably leery of making any sudden purchases. The escalation of tariffs has carried… <p>Following last year’s news that the trade war with China had raised prices of washing machines, consumers were understandably leery of making any sudden purchases. The escalation of tariffs has carried over into 2019, and the confusion around buying home appliances is still very real. With some models costing upwards of $1,000, purchasing a washer is...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Courtney Jespersen is a writer at NerdWallet. Email: courtney@nerdwallet.com. Twitter: @CourtneyNerd. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Want to Clean Up? 3 Money-Saving Tips for Buying a Washer originally appeared on NerdWallet.</p><span data-post-id="635057"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=635057" style="display: none;" data-has-syndication-rights="1" /> Facebook Ad Relevance Score Updates: What Marketers Need to Know https://www.socialmediaexaminer.com/facebook-ad-relevance-score-updates-what-marketers-need-to-know/ Social Media Examiner urn:uuid:c4cee06b-9ac0-9e6a-f080-c535cdd8f3dc Mon, 20 May 2019 10:00:34 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ad-relevance-score-updates-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ad-relevance-score-updates-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ad-relevance-score-updates-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ad-relevance-score-updates-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ad-relevance-score-updates-how-to-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ad-relevance-score-updates-how-to-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Have you noticed a change in Facebook ad relevance scores? Wondering what the three new Facebook ad relevance diagnostics tell you? In this article, you’ll learn how to use Facebook ad relevance diagnostics to improve your advertising campaigns. What Changed With Facebook Ad Relevance Metrics? Facebook&#8217;s relevance score is an assessment based on how well [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/facebook-ad-relevance-score-updates-what-marketers-need-to-know/">Facebook Ad Relevance Score Updates: What Marketers Need to Know</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Credit Scores Are Rising — Is Yours, Too? https://www.nerdwallet.com/blog/finance/the-average-credit-score-is-rising-is-yours-too/ NerdWallet urn:uuid:03dbd196-4817-795f-e6ef-db6b14008f44 Mon, 20 May 2019 09:00:37 +0000 Credit scores are creeping upward for most Americans, according to the latest “State of Credit” report from credit bureau Experian. The average U.S. credit score hit 680 in 2018, up… <p>Credit scores are creeping upward for most Americans, according to the latest “State of Credit” report from credit bureau Experian. The average U.S. credit score hit 680 in 2018, up from 675 the year before, the report found. That’s the biggest one-year jump since 2008, but not quite back to the 685 average that year...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Bev O'Shea is a writer at NerdWallet. Email: boshea@nerdwallet.com. Twitter: @BeverlyOShea. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Credit Scores Are Rising — Is Yours, Too? originally appeared on NerdWallet.</p><span data-post-id="644369"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=644369" style="display: none;" data-has-syndication-rights="1" /> 4 Key Lessons Content Marketers Can Take From Data Journalists http://tracking.feedpress.it/link/9375/11375380 Moz Blog urn:uuid:0e752304-7b34-a15b-6fdd-6ad3c1f454c8 Mon, 20 May 2019 00:02:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/12657175\">matt_gillespie</a></p><p>There’s an oft-cited statistic in the world of technology professionals, from marketers to startup founders to data scientists: <strong>90% of the world’s data has been created in the last two years</strong>. </p> <p>This instantly-Tweetable snippet was referenced <a href="https://www.forbes.com/sites/bernardmarr/2018/05/21/how-much-data-do-we-create-every-day-the-mind-blowing-stats-everyone-should-read/#6e3a3b2160ba">in Forbes in 2018</a>, mentioned by <a href="https://www.mediapost.com/publications/article/291358/90-of-todays-data-created-in-two-years.html">MediaPost in 2016</a>, and covered <a href="https://www.sciencedaily.com/releases/2013/05/130522085217.htm">on Science Daily in 2013</a>. A casual observer could be forgiven for asking: How could that be true in three different years?</p> <p>At Fractl, the data makes perfect sense to us: The global amount of digital information is growing exponentially over time.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/pasted-image-0-12-31810.jpg" data-image="4561kj0mdf9e"><figcaption>From Seagate</figcaption></figure> <p><br><br>This means that the “90 percent of all data…” statistic was true in 2013, 2016, and 2018, and it will continue to be true for the foreseeable future. As our culture continues to become more internet-integrated and mobile, we continue to <a href="https://www.domo.com/learn/data-never-sleeps-6">produce massive amounts of data</a>&nbsp;year over year&nbsp;while also becoming more comfortable with understanding large quantities of information.</p> <p>This is hugely important to anyone who creates content on the web: Stats about how much data we create are great, but the stories buried in that data are what <em>really</em> matter. In the <a href="https://fivethirtyeight.com/features/what-the-fox-knows/">opening manifesto</a> for FiveThirtyEight, one of the first sites on the web specifically devoted to data journalism, Editor-in-Chief Nate Silver wrote:</p> <blockquote> “Almost everything from our sporting events to our love lives now leaves behind a data trail.”&nbsp;</blockquote> <p>This type of data has always been of interest to marketers doing consumer research, but the <a href="https://thesocietypages.org/trot/2018/09/24/the-rise-of-data-journalism/">rise of data journalism</a> shows us that there is both consumer demand <strong>and</strong> almost infinite potential for great storytelling rooted in numbers.</p> <p>In this post, I’ll highlight four key insights from data science and journalism and how&nbsp;content marketers can leverage them to create truly newsworthy content that&nbsp;stands out from the pack:</p> <ul><li>The numbers drive the narrative</li><li>Plotted points are more trustworthy than written words (especially by brands!)</li><li>Great data content is both beautiful and easy-to-interpret</li><li>Every company has a (data) story to tell</li></ul> <p>&nbsp;By the time you're done, you'll have gleaned&nbsp;a better understanding of how data visualization, from simple charts to complex interactive graphics, can help them tell a story and achieve wide visibility for their clients.</p> <h2>The numbers drive the narrative</h2> <p>Try Googling “<a href="https://www.google.com/search?q=infographics+are+dead">infographics are dead</a>,” and your top hit will be a <a href="https://www.fastcompany.com/3045291/what-killed-the-infographic">2015 think piece</a> asserting that the medium has been dead for years, followed by many responses that the medium isn’t anywhere close to “dead.” These more optimistic articles tend to focus on the key aspects of infographics that have transformed since their popularity initially grew:</p> <ul><li>Data visualization (and the public’s appetite for it) is evolving, and </li><li>A <a href="http://theworstinfographics.tumblr.com/">bad data viz</a> in an oversaturated market won’t cut it with overloaded consumers.</li></ul> <p>For content marketers, the advent of infographics was a dream come true: Anyone with even basic skills in Excel and a good graphic designer could whip up some charts, beautify them, and use them to share stories. But Infographics 1.0 quickly fizzled because they failed to deliver anything interesting — they were just&nbsp;a different way to share the same boring stories.</p> <p>Data journalists do something very different. Take the <a href="http://fingfx.thomsonreuters.com/gfx/rngs/MYANMAR-ROHINGYA/010051VB46G/index.html">groundbreaking work from Reuters</a> on the Rohingya Muslim refugee camps in southern Bangladesh, which was awarded <a href="https://datajournalismawards.org/2019/02/07/5-years-of-winning-data-journalism/">the Global Editors Network Award for Best Data Visualization</a> in 2018. This piece starts with a story—an enormous refugee crisis taking place far away from the West—and uses interactive maps, stacked bar charts, and simple statistics visualizations to contextualize and amplify a heartbreaking narrative. </p> <p>The Reuters piece isn’t only effective because of its innovative data viz techniques; rather, the piece begins with an extremely newsworthy human story and uses numbers to make sure it’s told in the most emotionally resonant way possible. Content marketers, who are <a href="https://www.i-scoop.eu/using-storytelling-strengthen-brand/">absolutely inundated with advice</a> on how storytelling is essential to their work, need to see data journalism as a way to <strong>drive their narratives forward</strong>, rather than thinking of data visualization simply as a way to pique interest or enhance credibility.</p> <h2>Plotted points are more trustworthy than written words</h2> <p>This is especially true when it comes to brands.</p> <p>In the era of #FakeNews, content marketers are struggling more than ever to make sure their content is seen as precise, newsworthy, and trustworthy. The job of a content marketer is to produce work for a brand that can go out and reasonably compete for visibility against nonprofits, think tanks, universities, and mainstream media outlets simultaneously. While some brands are <a href="https://www.mediapost.com/publications/article/321741/millennials-gen-z-name-dove-most-trustworthy-br.html">quite trusted by Americans</a>, content marketers may find themselves working with lesser-known clients seeking to build up both awareness and trust through great content. </p> <p>One of the best ways to do both&nbsp;is to follow the lead of data journalists by letting visual data content convey your story for you.</p> <h3>“Numbers don’t lie” vs. brand trustworthiness</h3> <p>In the buildup to the 2012 election, Nate Silver’s <a href="https://newrepublic.com/article/109714/nate-silvers-fivethirtyeight-blog-drawing-massive-traffic-new-york-times">previous iteration of FiveThirtyEight</a> drew both massive traffic to the New York Times and criticism from traditional political pundits, who argued that no “computer” could possibly predict election outcomes better than traditional journalists who had worked in politics for decades (an argument fairly similar to the <a href="https://www.youtube.com/watch?v=DtumWOsgFXc">one faced by the protagonists in Moneyball</a>). In the end, Silver’s “computer” (actually a sophisticated model that FiveThirtyEight <a href="https://fivethirtyeight.com/methodology/how-fivethirtyeights-house-and-senate-models-work/">explains in great depth</a> and <a href="https://github.com/fivethirtyeight">open-sources</a>) predicted every state correctly in 2012. </p> <p>Silver and his team made the model broadly accessible to show off just how non-partisan it really was. It ingested a huge amount of historical election data, used probabilities and weights to figure out which knowledge was most important, and spit out a prediction as to what the most likely outcomes were. By showing how it all worked, Silver and FiveThirtyEight went a long way toward improving the public confidence in data—and, by extension, data journalism. </p> <p>But the use of data to increase trustworthiness is <a href="https://medicalxpress.com/news/2018-09-images-brain.html">nothing new</a>.&nbsp;A less cynical take is simply that people are more likely to believe and endorse things when they're&nbsp;spelled out visually. We&nbsp;know, famously, that <a href="https://www.nngroup.com/articles/how-little-do-users-read/">users only read about 20-28 percent of the content on the page</a>, and it’s also known <a href="https://www.postplanner.com/scientific-twitter-tips-to-get-more-retweets-followers/">that including images vastly increases likes and retweets on Twitter</a>.</p> <p>So, in the era of endless <a href="https://www.merriam-webster.com/words-at-play/origin-and-meaning-of-hot-take">hot takes</a> and the <a href="https://www.theguardian.com/media/2017/apr/15/journalism-faces-a-crisis-worldwide-we-might-be-entering-a-new-dark-age">“everyone’s-a-journalist-now</a>” mentality, content marketers looking to establish brand authority, credibility, and trust can learn an enormous amount from the proven success of data journalists — just stick to the numbers. </p> <h2>Find the nexus of simple and beautiful</h2> <p>Our team at Fractl has a tricky task on our hands: We root our content in data journalism with the ultimate goal of creating great stories that achieve wide visibility. But different stakeholders on our team (not to mention our clients) often want to achieve those ends by slightly different means. </p> <p>Our creatives—the ones working with data—may want to build something <a href="https://public.tableau.com/en-us/s/gallery/word-usage-sacred-texts">enormously complex</a> that crams as much data as possible into the smallest space they can. Our media relations team—experts in knowing the nuances of the press and what will or won’t appeal to journalists—may want something that communicates data simply and beautifully and can be summed up in one or two sentences, like <a href="https://www.theguardian.com/news/datablog/2017/dec/29/the-history-of-2017-in-seven-charts">the transcendent work of Mona Chalabi</a> for the Guardian. A client, too, will often have specific expectations for how a piece should look and what should be included, and these factors need to be considered as well. </p> <h3>Striking the balance</h3> <p>With so many ways to present any given set of numbers, we at Fractl have found success by making data visualizations as complex as they need to be while always aiming for the nexus of simple and beautiful. In other words: <strong>Take raw numbers that will be interesting to people, think of a focused way to clearly visualize them, and then create designs that fit the overall sentiment of the piece.</strong></p> <p>On a campaign for <a href="https://porch.com/">Porch.com</a>, we asked 1,000 Americans several questions about food, focusing on things that were light and humorous conversation starters. For example, “Is a hot dog a sandwich?” and “What do you put on a hot dog?” As a native Chicagoan who believes <a href="https://en.wikipedia.org/wiki/Chicago-style_hot_dog">there is only one way to make a hot dog</a>, this is exactly<a href="https://www.thrillist.com/eat/nation/chicago-hot-dogs-vs-new-york-hot-dogs"> the type of debate that</a> would make me take notice and share the content with friends on social media.</p> <p>In response to those two questions, we got numbers that looked like this:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/data-science-content/5cdda8bca798c1.45097054.png" width="590" height="338" data-image="xsedjroi1hoe"></figure> <p>Using Tableau Public, an open-source data reporting solution that is one of the go-to tools for rapid building at Fractl, the tables above were transformed into rough cuts of a final visualization:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/data-science-content/5cdda8bce86c19.80175674.png" width="624" height="517" data-image="gz44fgxffxs3"></figure> <p>With the building blocks in place, we then gave extensive notes to our design team on how to make something that’s just as simple but much, much more attractive. Given the fun nature of this campaign, a more lighthearted design made sense, and our graphics team delivered. The<a href="https://porch.com/resource/food-fights"> entire campaign</a> is worth checking out for the project manager’s innovative and expert ability to use simple numbers in a way that is beautiful, easy-to-approach, and instantly compelling.</p> <p> </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/data-science-content/5cdda8bd3dccf9.46991645.jpg" width="483" height="777" data-image="g9gc3s2trydy"></figure> <p>All three of the visualizations above are reporting the exact same data, but <strong>only one of them is instantly shareable</strong> and keeps a narrative in mind: by creatively showing the food items themselves, our team turned the simple table of percentages in the first figure into a visualization that could be shared on social media or used by a journalist covering the story.</p> <p>In other cases, such as if the topic is more serious, simple visualizations can be used to devastating effect. In work for a brand in the addiction and recovery space, we did an extensive analysis of open data <a href="https://wonder.cdc.gov/">hosted by the Centers for Disease Control and Prevention</a>. The dramatic increase in drug overdose deaths in the United States is an emotional story fraught with powerful statistics. In creating a piece on the rise in mortality rate, we wanted to make sure we preserved the gravity of the topic and allowed the numbers to speak for themselves:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/data-science-content/5cdda8bda97ab0.78723447.png" width="624" height="593" data-image="xc3d514nfsa3"></figure> <p>A key part of this visualization was adding one additional layer of complexity—age brackets—to tell a more contextualized and human story. Rather than simply presenting a single statistic, our team chose to highlight the fact that the increase in overdose deaths is something affecting Americans across the entire lifespan, and the effect of plotting six different lines on a single chart makes the visual point that addiction is getting worse for all Americans.</p> <h2>Every brand’s data has a story to tell</h2> <p><a href="https://www.google.com/aclk?sa=l&ai=DChcSEwihn5-L7ubgAhUGRIYKHZKIBJUYABAAGgJ2dQ&sig=AOD64_0v6hend-AlY0BSMxu5NGBhkTQ_jA&q=&ved=2ahUKEwjswpqL7ubgAhUqo1kKHQExAJMQ0Qx6BAgFEAE&adurl=">Spotify</a> has more than 200 million global users, nearly half of whom pay a monthly fee to use the service (the other half generate revenue by listening to intermittent ads). As an organization, Spotify has data on how a sizeable portion of the world listens to its music and <a href="https://developer.spotify.com/documentation/web-api/reference/tracks/get-audio-features/">the actual characteristics of that music</a>.</p> <p>Data like this is what makes Spotify such a valuable brand from a dollars and cents standpoint, but a team of data journalists at The New York Times also saw an incredible story about how American music taste has changed in the last 30 years buried in Spotify’s data. The resulting piece, <a href="https://www.nytimes.com/interactive/2018/08/09/opinion/do-songs-of-the-summer-sound-the-same.html">Why Songs of Summer Sound the Same</a>, is a landmark work of data-driven, interactive journalism, and one that should set a content marketer’s head spinning with ideas.</p> <p>Of course, firms will always be protective of their data, whether it’s Netflix famously <a href="https://www.theatlantic.com/entertainment/archive/2016/02/netflix-ratings/462447/">not releasing its ratings</a>, Apple <a href="https://appleinsider.com/articles/18/11/28/five-reasons-why-apple-is-ending-unit-sales-reporting-of-mac-iphone-and-ipad">deciding to stop</a> its reporting of unit sales, or Stanford University <a href="https://www.insidehighered.com/admissions/article/2018/09/04/stanford-will-stop-telling-world-about-its-admission-rates">halting its reporting of admissions data</a>. Add to the equation a public that is increasingly wary of <a href="https://www.techrepublic.com/article/facebook-data-privacy-scandal-a-cheat-sheet/">data privacy</a> and susceptibility to <a href="https://informationisbeautiful.net/visualizations/worlds-biggest-data-breaches-hacks/">major data breaches</a>, and clients are often justifiably nervous to share data for the purpose of content production.</p> <h3>Deciding when to share</h3> <p>That said, a firm’s data often is central to its story, and when properly anonymized and <a href="https://searchfinancialsecurity.techtarget.com/definition/personally-identifiable-information">cleared of personal identifying information, or PII</a>, the newsworthiness of a brand reporting insights from its own internal numbers can be massive.&nbsp;</p> <p>For example, GoodRx, a platform that reports pricing data from more than 70,000 U.S. pharmacies, released a white paper and <a href="https://www.goodrx.com/blog/income-effects-on-prescription-drug-fills-in-the-united-states/">blog post</a> that compared its internal data on prescription fills with <a href="https://www.census.gov/topics/income-poverty/income/data/tables.html">US Census data on income and poverty</a>. While census data is free, only GoodRx had the particular dataset on pharmacy fills—it’s their own proprietary data set. Data like this is obviously key to their overall valuation, but the way in which it was reported here told a deeply interesting story about income and access to medication without giving away anything that could potentially cost the firm. The report was <a href="https://www.nytimes.com/2019/02/07/upshot/income-strong-predictor-drug-purchases-serious-diseases.html">picked up by the New York Times</a>, undoubtedly boosting GoodRx’s ratings for organic search.</p> <p>The Times’ pieces on Spotify and GoodRx both highlight the fourth key insight on the effective use of data as content marketers: <strong>Every brand’s data has a story to tell</strong>. These pieces could only have come from their exact sources because only they had access to the data, making the particular findings singular and unique to that specific brand and presenting a key competitive advantage in the content landscape. While working with internal data comes with its own potential pitfalls and challenges, seeking to collaborate with a client to select meaningful internal data and directing its subsequent use for content and narrative should be at the forefront of a content marketer’s mind.</p> <h2>Blurring lines and breaking boundaries</h2> <p>A fascinating piece <a href="https://www.recode.net/2019/2/25/18224696/chart-transition-journalism-public-relations-content-social-media-jobs">recently on Recode</a> sought to slightly reframe the high-publicity challenges facing journalists, stating:</p> <blockquote> “The plight of journalists might not be that bad if you’re willing to consider a broader view of ‘journalism.’”&nbsp;</blockquote> <p>The piece detailed that while job postings for journalists are off more than 10 percent since 2004, jobs broadly related to “content” have <strong>nearly quadrupled</strong> over the same time period. Creatives will always flock to the options that allow them to make what they love, and with organic search largely viewed as a meritocracy of content, <strong>the opportunities for brands and content marketers to utilize the data journalism toolkit have never been greater</strong>. </p> <p>What’s more, much of the best data journalism out there typically <a href="https://www.tandfonline.com/doi/10.1080/17512786.2017.1386583">only uses a handful of visualizations</a> to get its point across. It was <a href="https://www.tandfonline.com/doi/full/10.1080/21670811.2018.1554409">also reported recently</a> that the median amount of data sources for pieces created by the New York Times and The Washington Post was two. It too is worth noting that more than 60 percent of data journalism stories in both the Times and Post during a recent time period (January-June, 2017) relied only on government data. </p> <p>Ultimately, the ease of running large surveys via a platform like Prolific Research, Qualtrics, or Amazon Mechanical Turk, coupled with the ever-increasing number of free and open data sets provided by both the <a href="https://www.data.gov/">US Government</a> or sites like <a href="https://www.kaggle.com/">Kaggle</a> or <a href="https://data.world/">data.world</a> means that there is no shortage of numbers out there for content marketers to dig into and use to drive storytelling. T<strong>he trick is in using the right blend of hard data and more ethereal emotional appeal to create a narrative that is truly compelling.</strong></p> <h2>Wrapping up</h2> <p>As brands increasingly invest in content as a means to propel organic search and educate the public, content marketers should seriously consider putting these key elements of data journalism into practice. In a world of endless spin and the increasing importance of showing your work, it’s best to remember the famous quote <a href="https://www.theguardian.com/sustainability/cp-scott-centenary-essay">written by longtime Guardian editor C.P. Scott in 1921</a>: “Comment is free, but facts are sacred.”</p> <p>What do you think? How do you and your team leverage data journalism in your content marketing efforts?</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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 <p>Posted by <a href=\"https://moz.com/community/users/12657175\">matt_gillespie</a></p><p>There’s an oft-cited statistic in the world of technology professionals, from marketers to startup founders to data scientists: <strong>90% of the world’s data has been created in the last two years</strong>. </p> <p>This instantly-Tweetable snippet was referenced <a href="https://www.forbes.com/sites/bernardmarr/2018/05/21/how-much-data-do-we-create-every-day-the-mind-blowing-stats-everyone-should-read/#6e3a3b2160ba">in Forbes in 2018</a>, mentioned by <a href="https://www.mediapost.com/publications/article/291358/90-of-todays-data-created-in-two-years.html">MediaPost in 2016</a>, and covered <a href="https://www.sciencedaily.com/releases/2013/05/130522085217.htm">on Science Daily in 2013</a>. A casual observer could be forgiven for asking: How could that be true in three different years?</p> <p>At Fractl, the data makes perfect sense to us: The global amount of digital information is growing exponentially over time.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/pasted-image-0-12-31810.jpg" data-image="4561kj0mdf9e"><figcaption>From Seagate</figcaption></figure> <p><br><br>This means that the “90 percent of all data…” statistic was true in 2013, 2016, and 2018, and it will continue to be true for the foreseeable future. As our culture continues to become more internet-integrated and mobile, we continue to <a href="https://www.domo.com/learn/data-never-sleeps-6">produce massive amounts of data</a>&nbsp;year over year&nbsp;while also becoming more comfortable with understanding large quantities of information.</p> <p>This is hugely important to anyone who creates content on the web: Stats about how much data we create are great, but the stories buried in that data are what <em>really</em> matter. In the <a href="https://fivethirtyeight.com/features/what-the-fox-knows/">opening manifesto</a> for FiveThirtyEight, one of the first sites on the web specifically devoted to data journalism, Editor-in-Chief Nate Silver wrote:</p> <blockquote> “Almost everything from our sporting events to our love lives now leaves behind a data trail.”&nbsp;</blockquote> <p>This type of data has always been of interest to marketers doing consumer research, but the <a href="https://thesocietypages.org/trot/2018/09/24/the-rise-of-data-journalism/">rise of data journalism</a> shows us that there is both consumer demand <strong>and</strong> almost infinite potential for great storytelling rooted in numbers.</p> <p>In this post, I’ll highlight four key insights from data science and journalism and how&nbsp;content marketers can leverage them to create truly newsworthy content that&nbsp;stands out from the pack:</p> <ul><li>The numbers drive the narrative</li><li>Plotted points are more trustworthy than written words (especially by brands!)</li><li>Great data content is both beautiful and easy-to-interpret</li><li>Every company has a (data) story to tell</li></ul> <p>&nbsp;By the time you're done, you'll have gleaned&nbsp;a better understanding of how data visualization, from simple charts to complex interactive graphics, can help them tell a story and achieve wide visibility for their clients.</p> <h2>The numbers drive the narrative</h2> <p>Try Googling “<a href="https://www.google.com/search?q=infographics+are+dead">infographics are dead</a>,” and your top hit will be a <a href="https://www.fastcompany.com/3045291/what-killed-the-infographic">2015 think piece</a> asserting that the medium has been dead for years, followed by many responses that the medium isn’t anywhere close to “dead.” These more optimistic articles tend to focus on the key aspects of infographics that have transformed since their popularity initially grew:</p> <ul><li>Data visualization (and the public’s appetite for it) is evolving, and </li><li>A <a href="http://theworstinfographics.tumblr.com/">bad data viz</a> in an oversaturated market won’t cut it with overloaded consumers.</li></ul> <p>For content marketers, the advent of infographics was a dream come true: Anyone with even basic skills in Excel and a good graphic designer could whip up some charts, beautify them, and use them to share stories. But Infographics 1.0 quickly fizzled because they failed to deliver anything interesting — they were just&nbsp;a different way to share the same boring stories.</p> <p>Data journalists do something very different. Take the <a href="http://fingfx.thomsonreuters.com/gfx/rngs/MYANMAR-ROHINGYA/010051VB46G/index.html">groundbreaking work from Reuters</a> on the Rohingya Muslim refugee camps in southern Bangladesh, which was awarded <a href="https://datajournalismawards.org/2019/02/07/5-years-of-winning-data-journalism/">the Global Editors Network Award for Best Data Visualization</a> in 2018. This piece starts with a story—an enormous refugee crisis taking place far away from the West—and uses interactive maps, stacked bar charts, and simple statistics visualizations to contextualize and amplify a heartbreaking narrative. </p> <p>The Reuters piece isn’t only effective because of its innovative data viz techniques; rather, the piece begins with an extremely newsworthy human story and uses numbers to make sure it’s told in the most emotionally resonant way possible. Content marketers, who are <a href="https://www.i-scoop.eu/using-storytelling-strengthen-brand/">absolutely inundated with advice</a> on how storytelling is essential to their work, need to see data journalism as a way to <strong>drive their narratives forward</strong>, rather than thinking of data visualization simply as a way to pique interest or enhance credibility.</p> <h2>Plotted points are more trustworthy than written words</h2> <p>This is especially true when it comes to brands.</p> <p>In the era of #FakeNews, content marketers are struggling more than ever to make sure their content is seen as precise, newsworthy, and trustworthy. The job of a content marketer is to produce work for a brand that can go out and reasonably compete for visibility against nonprofits, think tanks, universities, and mainstream media outlets simultaneously. While some brands are <a href="https://www.mediapost.com/publications/article/321741/millennials-gen-z-name-dove-most-trustworthy-br.html">quite trusted by Americans</a>, content marketers may find themselves working with lesser-known clients seeking to build up both awareness and trust through great content. </p> <p>One of the best ways to do both&nbsp;is to follow the lead of data journalists by letting visual data content convey your story for you.</p> <h3>“Numbers don’t lie” vs. brand trustworthiness</h3> <p>In the buildup to the 2012 election, Nate Silver’s <a href="https://newrepublic.com/article/109714/nate-silvers-fivethirtyeight-blog-drawing-massive-traffic-new-york-times">previous iteration of FiveThirtyEight</a> drew both massive traffic to the New York Times and criticism from traditional political pundits, who argued that no “computer” could possibly predict election outcomes better than traditional journalists who had worked in politics for decades (an argument fairly similar to the <a href="https://www.youtube.com/watch?v=DtumWOsgFXc">one faced by the protagonists in Moneyball</a>). In the end, Silver’s “computer” (actually a sophisticated model that FiveThirtyEight <a href="https://fivethirtyeight.com/methodology/how-fivethirtyeights-house-and-senate-models-work/">explains in great depth</a> and <a href="https://github.com/fivethirtyeight">open-sources</a>) predicted every state correctly in 2012. </p> <p>Silver and his team made the model broadly accessible to show off just how non-partisan it really was. It ingested a huge amount of historical election data, used probabilities and weights to figure out which knowledge was most important, and spit out a prediction as to what the most likely outcomes were. By showing how it all worked, Silver and FiveThirtyEight went a long way toward improving the public confidence in data—and, by extension, data journalism. </p> <p>But the use of data to increase trustworthiness is <a href="https://medicalxpress.com/news/2018-09-images-brain.html">nothing new</a>.&nbsp;A less cynical take is simply that people are more likely to believe and endorse things when they're&nbsp;spelled out visually. We&nbsp;know, famously, that <a href="https://www.nngroup.com/articles/how-little-do-users-read/">users only read about 20-28 percent of the content on the page</a>, and it’s also known <a href="https://www.postplanner.com/scientific-twitter-tips-to-get-more-retweets-followers/">that including images vastly increases likes and retweets on Twitter</a>.</p> <p>So, in the era of endless <a href="https://www.merriam-webster.com/words-at-play/origin-and-meaning-of-hot-take">hot takes</a> and the <a href="https://www.theguardian.com/media/2017/apr/15/journalism-faces-a-crisis-worldwide-we-might-be-entering-a-new-dark-age">“everyone’s-a-journalist-now</a>” mentality, content marketers looking to establish brand authority, credibility, and trust can learn an enormous amount from the proven success of data journalists — just stick to the numbers. </p> <h2>Find the nexus of simple and beautiful</h2> <p>Our team at Fractl has a tricky task on our hands: We root our content in data journalism with the ultimate goal of creating great stories that achieve wide visibility. But different stakeholders on our team (not to mention our clients) often want to achieve those ends by slightly different means. </p> <p>Our creatives—the ones working with data—may want to build something <a href="https://public.tableau.com/en-us/s/gallery/word-usage-sacred-texts">enormously complex</a> that crams as much data as possible into the smallest space they can. Our media relations team—experts in knowing the nuances of the press and what will or won’t appeal to journalists—may want something that communicates data simply and beautifully and can be summed up in one or two sentences, like <a href="https://www.theguardian.com/news/datablog/2017/dec/29/the-history-of-2017-in-seven-charts">the transcendent work of Mona Chalabi</a> for the Guardian. A client, too, will often have specific expectations for how a piece should look and what should be included, and these factors need to be considered as well. </p> <h3>Striking the balance</h3> <p>With so many ways to present any given set of numbers, we at Fractl have found success by making data visualizations as complex as they need to be while always aiming for the nexus of simple and beautiful. In other words: <strong>Take raw numbers that will be interesting to people, think of a focused way to clearly visualize them, and then create designs that fit the overall sentiment of the piece.</strong></p> <p>On a campaign for <a href="https://porch.com/">Porch.com</a>, we asked 1,000 Americans several questions about food, focusing on things that were light and humorous conversation starters. For example, “Is a hot dog a sandwich?” and “What do you put on a hot dog?” As a native Chicagoan who believes <a href="https://en.wikipedia.org/wiki/Chicago-style_hot_dog">there is only one way to make a hot dog</a>, this is exactly<a href="https://www.thrillist.com/eat/nation/chicago-hot-dogs-vs-new-york-hot-dogs"> the type of debate that</a> would make me take notice and share the content with friends on social media.</p> <p>In response to those two questions, we got numbers that looked like this:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/data-science-content/5cdda8bca798c1.45097054.png" width="590" height="338" data-image="xsedjroi1hoe"></figure> <p>Using Tableau Public, an open-source data reporting solution that is one of the go-to tools for rapid building at Fractl, the tables above were transformed into rough cuts of a final visualization:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/data-science-content/5cdda8bce86c19.80175674.png" width="624" height="517" data-image="gz44fgxffxs3"></figure> <p>With the building blocks in place, we then gave extensive notes to our design team on how to make something that’s just as simple but much, much more attractive. Given the fun nature of this campaign, a more lighthearted design made sense, and our graphics team delivered. The<a href="https://porch.com/resource/food-fights"> entire campaign</a> is worth checking out for the project manager’s innovative and expert ability to use simple numbers in a way that is beautiful, easy-to-approach, and instantly compelling.</p> <p> </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/data-science-content/5cdda8bd3dccf9.46991645.jpg" width="483" height="777" data-image="g9gc3s2trydy"></figure> <p>All three of the visualizations above are reporting the exact same data, but <strong>only one of them is instantly shareable</strong> and keeps a narrative in mind: by creatively showing the food items themselves, our team turned the simple table of percentages in the first figure into a visualization that could be shared on social media or used by a journalist covering the story.</p> <p>In other cases, such as if the topic is more serious, simple visualizations can be used to devastating effect. In work for a brand in the addiction and recovery space, we did an extensive analysis of open data <a href="https://wonder.cdc.gov/">hosted by the Centers for Disease Control and Prevention</a>. The dramatic increase in drug overdose deaths in the United States is an emotional story fraught with powerful statistics. In creating a piece on the rise in mortality rate, we wanted to make sure we preserved the gravity of the topic and allowed the numbers to speak for themselves:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/data-science-content/5cdda8bda97ab0.78723447.png" width="624" height="593" data-image="xc3d514nfsa3"></figure> <p>A key part of this visualization was adding one additional layer of complexity—age brackets—to tell a more contextualized and human story. Rather than simply presenting a single statistic, our team chose to highlight the fact that the increase in overdose deaths is something affecting Americans across the entire lifespan, and the effect of plotting six different lines on a single chart makes the visual point that addiction is getting worse for all Americans.</p> <h2>Every brand’s data has a story to tell</h2> <p><a href="https://www.google.com/aclk?sa=l&ai=DChcSEwihn5-L7ubgAhUGRIYKHZKIBJUYABAAGgJ2dQ&sig=AOD64_0v6hend-AlY0BSMxu5NGBhkTQ_jA&q=&ved=2ahUKEwjswpqL7ubgAhUqo1kKHQExAJMQ0Qx6BAgFEAE&adurl=">Spotify</a> has more than 200 million global users, nearly half of whom pay a monthly fee to use the service (the other half generate revenue by listening to intermittent ads). As an organization, Spotify has data on how a sizeable portion of the world listens to its music and <a href="https://developer.spotify.com/documentation/web-api/reference/tracks/get-audio-features/">the actual characteristics of that music</a>.</p> <p>Data like this is what makes Spotify such a valuable brand from a dollars and cents standpoint, but a team of data journalists at The New York Times also saw an incredible story about how American music taste has changed in the last 30 years buried in Spotify’s data. The resulting piece, <a href="https://www.nytimes.com/interactive/2018/08/09/opinion/do-songs-of-the-summer-sound-the-same.html">Why Songs of Summer Sound the Same</a>, is a landmark work of data-driven, interactive journalism, and one that should set a content marketer’s head spinning with ideas.</p> <p>Of course, firms will always be protective of their data, whether it’s Netflix famously <a href="https://www.theatlantic.com/entertainment/archive/2016/02/netflix-ratings/462447/">not releasing its ratings</a>, Apple <a href="https://appleinsider.com/articles/18/11/28/five-reasons-why-apple-is-ending-unit-sales-reporting-of-mac-iphone-and-ipad">deciding to stop</a> its reporting of unit sales, or Stanford University <a href="https://www.insidehighered.com/admissions/article/2018/09/04/stanford-will-stop-telling-world-about-its-admission-rates">halting its reporting of admissions data</a>. Add to the equation a public that is increasingly wary of <a href="https://www.techrepublic.com/article/facebook-data-privacy-scandal-a-cheat-sheet/">data privacy</a> and susceptibility to <a href="https://informationisbeautiful.net/visualizations/worlds-biggest-data-breaches-hacks/">major data breaches</a>, and clients are often justifiably nervous to share data for the purpose of content production.</p> <h3>Deciding when to share</h3> <p>That said, a firm’s data often is central to its story, and when properly anonymized and <a href="https://searchfinancialsecurity.techtarget.com/definition/personally-identifiable-information">cleared of personal identifying information, or PII</a>, the newsworthiness of a brand reporting insights from its own internal numbers can be massive.&nbsp;</p> <p>For example, GoodRx, a platform that reports pricing data from more than 70,000 U.S. pharmacies, released a white paper and <a href="https://www.goodrx.com/blog/income-effects-on-prescription-drug-fills-in-the-united-states/">blog post</a> that compared its internal data on prescription fills with <a href="https://www.census.gov/topics/income-poverty/income/data/tables.html">US Census data on income and poverty</a>. While census data is free, only GoodRx had the particular dataset on pharmacy fills—it’s their own proprietary data set. Data like this is obviously key to their overall valuation, but the way in which it was reported here told a deeply interesting story about income and access to medication without giving away anything that could potentially cost the firm. The report was <a href="https://www.nytimes.com/2019/02/07/upshot/income-strong-predictor-drug-purchases-serious-diseases.html">picked up by the New York Times</a>, undoubtedly boosting GoodRx’s ratings for organic search.</p> <p>The Times’ pieces on Spotify and GoodRx both highlight the fourth key insight on the effective use of data as content marketers: <strong>Every brand’s data has a story to tell</strong>. These pieces could only have come from their exact sources because only they had access to the data, making the particular findings singular and unique to that specific brand and presenting a key competitive advantage in the content landscape. While working with internal data comes with its own potential pitfalls and challenges, seeking to collaborate with a client to select meaningful internal data and directing its subsequent use for content and narrative should be at the forefront of a content marketer’s mind.</p> <h2>Blurring lines and breaking boundaries</h2> <p>A fascinating piece <a href="https://www.recode.net/2019/2/25/18224696/chart-transition-journalism-public-relations-content-social-media-jobs">recently on Recode</a> sought to slightly reframe the high-publicity challenges facing journalists, stating:</p> <blockquote> “The plight of journalists might not be that bad if you’re willing to consider a broader view of ‘journalism.’”&nbsp;</blockquote> <p>The piece detailed that while job postings for journalists are off more than 10 percent since 2004, jobs broadly related to “content” have <strong>nearly quadrupled</strong> over the same time period. Creatives will always flock to the options that allow them to make what they love, and with organic search largely viewed as a meritocracy of content, <strong>the opportunities for brands and content marketers to utilize the data journalism toolkit have never been greater</strong>. </p> <p>What’s more, much of the best data journalism out there typically <a href="https://www.tandfonline.com/doi/10.1080/17512786.2017.1386583">only uses a handful of visualizations</a> to get its point across. It was <a href="https://www.tandfonline.com/doi/full/10.1080/21670811.2018.1554409">also reported recently</a> that the median amount of data sources for pieces created by the New York Times and The Washington Post was two. It too is worth noting that more than 60 percent of data journalism stories in both the Times and Post during a recent time period (January-June, 2017) relied only on government data. </p> <p>Ultimately, the ease of running large surveys via a platform like Prolific Research, Qualtrics, or Amazon Mechanical Turk, coupled with the ever-increasing number of free and open data sets provided by both the <a href="https://www.data.gov/">US Government</a> or sites like <a href="https://www.kaggle.com/">Kaggle</a> or <a href="https://data.world/">data.world</a> means that there is no shortage of numbers out there for content marketers to dig into and use to drive storytelling. T<strong>he trick is in using the right blend of hard data and more ethereal emotional appeal to create a narrative that is truly compelling.</strong></p> <h2>Wrapping up</h2> <p>As brands increasingly invest in content as a means to propel organic search and educate the public, content marketers should seriously consider putting these key elements of data journalism into practice. In a world of endless spin and the increasing importance of showing your work, it’s best to remember the famous quote <a href="https://www.theguardian.com/sustainability/cp-scott-centenary-essay">written by longtime Guardian editor C.P. Scott in 1921</a>: “Comment is free, but facts are sacred.”</p> <p>What do you think? How do you and your team leverage data journalism in your content marketing efforts?</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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 Facebook Pixel to Become Less Effective for Marketers https://www.socialmediaexaminer.com/facebook-pixel-become-less-effective-marketers/ Social Media Examiner urn:uuid:b23c62c2-2840-db55-6495-c8580fa27e46 Sat, 18 May 2019 10:00:34 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-18-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-18-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-18-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-18-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-18-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-18-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Welcome to this week&#8217;s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On today&#8217;s show, we explore the ramifications of Facebook&#8217;s upcoming Clear History tool and Instagram expanding Stories into the Explore tab with special guests, Jenn Herman and [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/facebook-pixel-become-less-effective-marketers/">Facebook Pixel to Become Less Effective for Marketers</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> What Is Medicare? https://www.nerdwallet.com/blog/investing/what-is-medicare/ NerdWallet urn:uuid:a163dcd9-e481-c4d1-7665-d1f888f5f719 Fri, 17 May 2019 20:56:09 +0000 Medicare is the government health care program for people 65 and over, and its coverage plays an important role in containing medical costs as you age. But Medicare benefits don’t… <p>Medicare is the government health care program for people 65 and over, and its coverage plays an important role in containing medical costs as you age. But Medicare benefits don’t pay for everything. As you approach age 65, you’ll need to decide how to deal with some of those coverage gaps. For now, knowing the...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Liz Weston is a writer at NerdWallet. Email: lweston@nerdwallet.com. Twitter: @lizweston. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article What Is Medicare? originally appeared on NerdWallet.</p><span data-post-id="643212"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643212" style="display: none;" data-has-syndication-rights="1" /> 5 Things to Know about the AAdvantage Aviator Red and Silver Mastercards https://www.nerdwallet.com/blog/credit-cards/aadvantage-aviator-red-silver-mastercards/ NerdWallet urn:uuid:26ef3022-a348-72dc-9763-29af3a5bd4fc Fri, 17 May 2019 20:36:09 +0000 The AAdvantage® Aviator® Red World Elite Mastercard® and the AAdvantage® Aviator® Silver World Elite Mastercard®, both issued by Barclays, will reward users who book a lot of travel on American Airlines. In… <p>The AAdvantage® Aviator® Red World Elite Mastercard® and the AAdvantage® Aviator® Silver World Elite Mastercard®, both issued by Barclays, will reward users who book a lot of travel on American Airlines. In fact, American Airlines purchases are the only way to earn double AAdvantage miles per dollar spent on the Aviator® Red — for every other purchase,...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Sara Rathner is a writer at NerdWallet. Email: srathner@nerdwallet.com. Twitter: @sarakrathner. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 5 Things to Know about the AAdvantage Aviator Red and Silver Mastercards originally appeared on NerdWallet.</p><span data-post-id="642582"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=642582" style="display: none;" data-has-syndication-rights="1" /> What You Need to Know About Slack’s IPO https://www.nerdwallet.com/blog/investing/slack-ipo-what-you-need-to-know/ NerdWallet urn:uuid:79b2f9d5-c7c9-a4ec-da55-b92734dc367a Fri, 17 May 2019 19:56:46 +0000 Slack Technologies Inc., the company behind the eponymous workplace chat and collaboration platform, has filed to go public on the New York Stock Exchange under the ticker symbol SK. But… <p>Slack Technologies Inc., the company behind the eponymous workplace chat and collaboration platform, has filed to go public on the New York Stock Exchange under the ticker symbol SK. But unlike other recent initial public offerings such as from Lyft, Uber, Zoom and Pinterest, Slack isn’t issuing new shares or using an investment bank to usher...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Dayana Yochim is a writer at NerdWallet. Email: dyochim@nerdwallet.com. Twitter: @DayanaYochim. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article What You Need to Know About Slack’s IPO originally appeared on NerdWallet.</p><span data-post-id="643155"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643155" style="display: none;" data-has-syndication-rights="1" /> College Survival Guide for Your Money https://www.nerdwallet.com/blog/loans/student-loans/college-survival-guide/ NerdWallet urn:uuid:11a8e61d-ec3a-b9a5-8c80-e191704f555e Fri, 17 May 2019 19:06:57 +0000 College might be the first time you’ve had to make big financial decisions, like where you go to school and how you pay for it. On top of that, you’re… <p>College might be the first time you’ve had to make big financial decisions, like where you go to school and how you pay for it. On top of that, you’re challenged with meeting everyday expenses as you juggle classes and your social life. It will take more than money to survive your college years, but...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Anna Helhoski is a writer at NerdWallet. Email: anna@nerdwallet.com. Twitter: @AnnaHelhoski. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article College Survival Guide for Your Money originally appeared on NerdWallet.</p><span data-post-id="643745"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643745" style="display: none;" data-has-syndication-rights="1" /> Average Pharmacist Salary: How Much Does a Pharmacist Make? https://www.nerdwallet.com/blog/loans/student-loans/average-pharmacist-salary/ NerdWallet urn:uuid:bfb5d040-f302-f10d-ac21-0cce0f188e90 Fri, 17 May 2019 18:46:30 +0000 How much does a pharmacist make? The median annual wage for pharmacists in May 2018 was $126,120, or about $60 an hour, according to the most recent data available from… <p>How much does a pharmacist make? The median annual wage for pharmacists in May 2018 was $126,120, or about $60 an hour, according to the most recent data available from the U.S. Bureau of Labor Statistics. But a six-figure pharmacy salary doesn’t come without challenges. Pharmacy school graduates face high student debt balances, steep job...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Teddy Nykiel is a writer at NerdWallet. Email: teddy@nerdwallet.com. Twitter: @teddynykiel. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Average Pharmacist Salary: How Much Does a Pharmacist Make? originally appeared on NerdWallet.</p><span data-post-id="636749"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=636749" style="display: none;" data-has-syndication-rights="1" /> 5 Strategies for Paying Off Pharmacy School Loans https://www.nerdwallet.com/blog/loans/student-loans/pharmacy-school-loans/ NerdWallet urn:uuid:55a241f0-ab4a-2fa5-da21-6c2b92e5f621 Fri, 17 May 2019 18:42:21 +0000 The best strategy for paying off pharmacy school loans depends on your career plans and financial situation. A pharmacist in a residency program has different challenges and priorities than a… <p>The best strategy for paying off pharmacy school loans depends on your career plans and financial situation. A pharmacist in a residency program has different challenges and priorities than a Walgreens pharmacist, for example. Based on your post-graduation plans, use these guidelines as a starting point for mapping out your repayment approach. Residency program: Income-driven...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Teddy Nykiel is a writer at NerdWallet. Email: teddy@nerdwallet.com. Twitter: @teddynykiel. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 5 Strategies for Paying Off Pharmacy School Loans originally appeared on NerdWallet.</p><span data-post-id="643684"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643684" style="display: none;" data-has-syndication-rights="1" /> These 3 Tricks Can Help You Shop Less https://www.nerdwallet.com/blog/finance/tricks-shop-less/ NerdWallet urn:uuid:c4cc187c-1208-7a90-ddd2-29aebcef967b Fri, 17 May 2019 15:00:25 +0000 Shopping can be a form of relaxation, an entertaining way to spend time or even a hobby. But it can turn into an expensive habit. Whether you sometimes give in… <p>Shopping can be a form of relaxation, an entertaining way to spend time or even a hobby. But it can turn into an expensive habit. Whether you sometimes give in to a weakness for designer handbags or brand-name shoes, here are three ways to help you manage the urge to spend. Pick the tactic that...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Courtney Jespersen is a writer at NerdWallet. Email: courtney@nerdwallet.com. Twitter: @CourtneyNerd. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article These 3 Tricks Can Help You Shop Less originally appeared on NerdWallet.</p><span data-post-id="629352"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=629352" style="display: none;" data-has-syndication-rights="1" /> How to Use IGTV for Marketers https://www.socialmediaexaminer.com/how-to-use-igtv-for-marketers-jasmine-star/ Social Media Examiner urn:uuid:936140d1-4c2b-7690-5be2-bc6e6dec3547 Fri, 17 May 2019 10:00:56 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/igtv-instagram-video-jasmine-star-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/igtv-instagram-video-jasmine-star-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/igtv-instagram-video-jasmine-star-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/igtv-instagram-video-jasmine-star-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/igtv-instagram-video-jasmine-star-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/igtv-instagram-video-jasmine-star-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Wondering how to use IGTV (Instagram TV) for marketing? Looking for a successful use case? To explore IGTV and how it can help your business, I interview Jasmine Star. Jasmine is an Instagram expert, professional photographer, and business strategist. She&#8217;s the founder of Insta 180, an online course on using Instagram for business, and she [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-use-igtv-for-marketers-jasmine-star/">How to Use IGTV for Marketers</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Capital One Adds JetBlue to Airline Transfer Partners with Limited-Time Bonus https://www.nerdwallet.com/blog/travel/capital-one-adds-jetblue-to-airline-transfer-partners-with-limited-time-bonus/ NerdWallet urn:uuid:b7fac2d3-996d-0b1b-3b58-b20f76b12b64 Fri, 17 May 2019 04:16:53 +0000 On May 1, 2019, Capital One added JetBlue to its list of airline reward transfer partners. To celebrate, Capital One is adding a 50% bonus to point transfers made through… <p>On May 1, 2019, Capital One added JetBlue to its list of airline reward transfer partners. To celebrate, Capital One is adding a 50% bonus to point transfers made through May 31, 2019. This boosts the redeemable ratio from 2 Venture Miles for 1 TrueBlue point to 2 Venture Miles for 1.5 TrueBlue points. In...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Amanda Johnson is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Capital One Adds JetBlue to Airline Transfer Partners with Limited-Time Bonus originally appeared on NerdWallet.</p><span data-post-id="641461"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=641461" style="display: none;" data-has-syndication-rights="1" /> Capital One Adds JetBlue to Airline Transfer Partners With Limited-Time Bonus https://www.nerdwallet.com/blog/travel/capital-one-adds-jetblue-to-airline-transfer-partners-with-limited-time-bonus/ NerdWallet urn:uuid:63380e34-80a1-a67d-823d-ff4d000039e3 Fri, 17 May 2019 04:16:53 +0000 On May 1, 2019, Capital One added JetBlue to its list of airline reward transfer partners. To celebrate, Capital One is adding a 50% bonus to point transfers made through… <p>On May 1, 2019, Capital One added JetBlue to its list of airline reward transfer partners. To celebrate, Capital One is adding a 50% bonus to point transfers made through May 31, 2019. This boosts the redeemable ratio from 2 Venture Miles for 1 TrueBlue point to 2 Venture Miles for 1.5 TrueBlue points. In...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Amanda Johnson is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Capital One Adds JetBlue to Airline Transfer Partners With Limited-Time Bonus originally appeared on NerdWallet.</p><span data-post-id="641461"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=641461" style="display: none;" data-has-syndication-rights="1" /> How to Use Travel Rewards for a Memorial Day Weekend Getaway https://www.nerdwallet.com/blog/travel/how-to-make-use-travel-rewards-for-a-memorial-day-weekend-getaway/ NerdWallet urn:uuid:e2813abd-8656-201c-946f-aa43cee20797 Fri, 17 May 2019 04:05:51 +0000 Thinking of taking a trip this Memorial Day? The three-day weekend is a fantastic time to get away before the heat sets in around the country. Here are some ways… <p>Thinking of taking a trip this Memorial Day? The three-day weekend is a fantastic time to get away before the heat sets in around the country. Here are some ways every type of traveler can think ahead and make the most of their Memorial Day weekend. For out-of-town travelers Since it is a holiday weekend,...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Rachel Smith is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How to Use Travel Rewards for a Memorial Day Weekend Getaway originally appeared on NerdWallet.</p><span data-post-id="641345"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=641345" style="display: none;" data-has-syndication-rights="1" /> 10 Basic SEO Tips to Index + Rank New Content Faster - Whiteboard Friday http://tracking.feedpress.it/link/9375/11366894 Moz Blog urn:uuid:71686acb-0c8d-988f-cc3c-538759b0a5b6 Fri, 17 May 2019 00:02:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/155620\">Cyrus-Shepard</a></p><p>In SEO, speed is a competitive advantage.</p> <p>When you publish new content, you want users to find it ranking in search results <em>as fast as possible</em>. Fortunately, there are a number of tips and tricks in the SEO toolbox to help you accomplish this goal. Sit back, turn up your volume, and&nbsp;let Cyrus Shepard show you exactly how in this week's Whiteboard Friday.<br></p> <p>[Note: #3 isn't covered in the video, but we've included in the post below. Enjoy!]</p> <p style="text-align: center;"></p> <div class="wistia_responsive_padding" style="padding:56.25% 0 28px 0;position:relative;"><div class="wistia_responsive_wrapper" style="height:100%;left:0;position:absolute;top:0;width:100%;"><figure><iframe src="https://fast.wistia.net/embed/iframe/weg0n13xv7?seo=false&videoFoam=true" title="Cyrus Shepard - 10 basic SEO Tips Video" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"></iframe></figure></div></div> <script src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script> <p></p> <p></p> <figure><a href="https://i.imgur.com/V4axgQg.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/rm7a9928-1-1562685.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="oet0drqswjlz"></a></figure> <p style="text-align: center;"><br> Click on the whiteboard image above to open a high-resolution version in a new tab! </p> <h2>Video Transcription</h2> <p>Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. I'm Cyrus Shepard, back in front of the whiteboard. So excited to be here today. We're talking about ten tips to index and rank new content faster.</p> <p>You publish some new content on your blog, on your website, and you sit around and you wait. You wait for it to be in Google's index. You wait for it to rank. It's a frustrating process that can take weeks or months to see those rankings increase. There are a few simple things we can do to help nudge Google along, to help them index it and rank it faster. Some very basic things and some more advanced things too. We're going to dive right in.</p> <h2>Indexing</h2> <h3>1. URL Inspection / Fetch &&nbsp;Render</h3> <p>So basically, indexing content is not that hard in Google. Google provides us with a number of tools. The simplest and fastest is probably the <a href="https://support.google.com/webmasters/answer/9012289">URL Inspection tool</a>. It's in the new Search Console, previously Fetch and Render. As of this filming, both tools still exist. They are depreciating Fetch and Render. The new URL Inspection tool allows you to submit a URL and tell Google to crawl it. When you do that, they put it in their priority crawl queue. That just simply means Google has a list of URLs to crawl. It goes into the priority, and it's going to get crawled faster and indexed faster.</p> <h3>2. Sitemaps!</h3> <p>Another common technique is simply using sitemaps. If you're not using sitemaps, it's one of the easiest, quickest ways to get your URLs indexed. When you have them in your sitemap, you want to let Google know that they're actually there. There's a number of different techniques that can actually optimize this process a little bit more.</p> <p>The first and the most basic one that everybody talks about is simply putting it in your robots.txt file. In your robots.txt, you have a list of directives, and at the end of your robots.txt, you simply say sitemap and you tell Google where your sitemaps are. You can do that for sitemap index files. You can list multiple sitemaps. It's really easy.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-05-16-at-4-51492.png" data-image="lkptmax02ko3" alt="Sitemap in robots.txt" title="Sitemap in robots.txt"></figure> <p>You can also do it using the <a href="https://support.google.com/webmasters/answer/183668#addsitemap" target="_blank">Search Console Sitemap Report</a>, another report in the new Search Console. You can go in there and you can submit sitemaps. You can remove sitemaps, validate. You can also do this via the Search Console API.</p> <p>But a really cool way of informing Google of your sitemaps, that a lot of people don't use, is simply pinging Google. You can do this in your browser URL. You simply type in google.com/ping, and you put in the sitemap with the URL. You can try this out right now with your current sitemaps. Type it into the browser bar and Google will instantly queue that sitemap for crawling, and all the URLs in there should get indexed quickly if they meet Google's quality standard.</p> <p>Example: <a href="https://www.google.com/ping?sitemap=https://example.com/sitemap.xml" target="_blank">https://www.google.com/ping?sitemap=https://example.com/sitemap.xml</a></p> <h3>3. Google Indexing API</h3> <p>(BONUS: This wasn’t in the video, but we wanted to include it because it’s pretty awesome)<br><br>Within the past few months, both <a href="https://webmasters.googleblog.com/2018/06/introducing-indexing-api-for-job.html">Google</a> and <a href="https://blogs.bing.com/webmaster/january-2019/bingbot-Series-Get-your-content-indexed-fast-by-now-submitting-up-to-10,000-URLs-per-day-to-Bing" target="_blank">Bing</a> have introduced new APIs to help speed up and automate the crawling and indexing of URLs.<br><br>Both of these solutions allow for the potential of massively speeding up indexing by submitting 100s or 1000s of URLs via an API.<br><br>While the Bing API is intended for any new/updated URL, Google states that their API is specifically for “either job posting or livestream structured data.” That said, many SEOs like David Sottimano have <a href="https://www.davidsottimano.com/playing-with-googles-new-indexing-api-and-getting-pages-crawled-immediately/" target="_blank">experimented with Google APIs</a> and found it to work with a variety of content types.<br><br>If you want to use these indexing APIs yourself, you have a number of potential options:</p> <ul><li>Richard Baxter wrote an excellent post on <a href="https://builtvisible.com/how-do-you-get-new-pages-indexed-or-your-site-re-crawled/" target="_blank">using SEO Tools for Excel with Google’s API</a></li><li><a href="https://developers.google.com/search/apis/indexing-api/v3/quickstart">Google’s Indexing API documentation</a></li></ul> <p>Yoast announced they will <a href="https://yoast.com/live-indexing-bing-google-yoast-seo/" target="_blank">soon support live indexing</a> across both Google and Bing within their SEO Wordpress plugin</p> <h2>Indexing & ranking</h2> <p>That's talking about indexing. Now there are some other ways that you can get your content indexed faster and help it to rank a little higher at the same time.</p> <h3>4. Links from important pages</h3> <p>When you publish new content, the basic, if you do nothing else, you want to make sure that you are linking from <a href="https://moz.com/help/link-explorer/link-building/top-pages">important pages.</a> Important pages may be your homepage, adding links to the new content, your blog, your resources page. This is a basic step that you want to do. You don't want to orphan those pages on your site with no incoming links.&nbsp;</p> <p>Adding the links tells Google two things. It says we need to crawl this link sometime in the future, and it gets put in the regular crawling queue. But it also makes the link more important. Google can say, "Well, we have important pages linking to this. We have some quality signals to help us determine how to rank it." So linking from important pages.</p> <h3>5. Update old content&nbsp;</h3> <p>But a step that people oftentimes forget is not only link from your important pages, but you want to go back to your older content and find relevant places to put those links. A lot of people use a link on their homepage or link to older articles, but they forget that step of going back to the older articles on your site and adding links to the new content.</p> <p>Now what pages should you add from? One of my favorite techniques is to use this search operator here, where you type in the keywords that your content is about and then you do a site:example.com. This allows you to find relevant pages on your site that are about your target keywords, and those make really good targets to add those links to from your older content.</p> <h3>6. Share socially</h3> <p>Really obvious step, sharing socially. When you have new content, sharing socially, there's a high correlation between social shares and content ranking. But especially when you share on content aggregators, like Reddit, those create actual links for Google to crawl. Google can see those signals, see that social activity, sites like Reddit and Hacker News where they add actual links, and that does the same thing as adding links from your own content, except it's even a little better because it's external links. It's external signals.</p> <h3>7. Generate traffic to the URL</h3> <p>This is kind of an advanced technique, which is a little controversial in terms of its effectiveness, but we see it anecdotally working time and time again. That's simply generating traffic to the new content.&nbsp;</p> <p>Now there is some debate whether traffic is a ranking signal. There are some old Google patents that talk about measuring traffic, and Google can certainly measure traffic using Chrome. They can see where those sites are coming from. But as an example, Facebook ads, you launch some new content and you drive a massive amount of traffic to it via Facebook ads. You're paying for that traffic, but in theory Google can see that traffic because they're measuring things using the Chrome browser.&nbsp;</p> <p>When they see all that traffic going to a page, they can say, "Hey, maybe this is a page that we need to have in our index and maybe we need to rank it appropriately."</p> <h2>Ranking</h2> <p>Once we get our content indexed, talk about a few ideas for maybe ranking your content faster.&nbsp;</p> <h3>8. Generate search clicks</h3> <p>Along with generating traffic to the URL, you can actually generate search clicks.</p> <p>Now what do I mean by that? So imagine you share a URL on Twitter. Instead of sharing directly to the URL, you share to a Google search result. People click the link, and you take them to a Google search result that has the keywords you're trying to rank for, and people will search and they click on your result.</p> <p>You see television commercials do this, like in a Super Bowl commercial they'll say, "Go to Google and search for Toyota cars 2019." What this does is Google can see that searcher behavior. Instead of going directly to the page, they're seeing people click on Google and choosing your result.</p> <ol><li>Instead of this:&nbsp;<a href="https://moz.com/link-explorer" target="_blank">https://moz.com/link-explorer</a></li><li>Share this:&nbsp;<a href="https://www.google.com/search?q=link+tool+moz">https://www.google.com/search?q=link+tool+moz</a></li></ol> <p>This does a couple of things. It helps increase your click-through rate, which may or may not be a ranking signal. But it also helps you rank for auto-suggest queries. So when Google sees people search for "best cars 2019 Toyota," that might appear in the suggest bar, which also helps you to rank if you're ranking for those terms. So generating search clicks instead of linking directly to your URL is one of those advanced techniques that some SEOs use.</p> <h3>9. Target query deserves freshness</h3> <p>When you're creating the new content, you can help it to rank sooner if you pick terms that Google thinks deserve <a href="https://moz.com/blog/google-fresh-factor-new">freshness</a>. It's best maybe if I just use a couple of examples here.</p> <p>Consider a user searching for the term "cafes open Christmas 2019." That's a result that Google wants to deliver a very fresh result for. You want the freshest news about cafes and restaurants that are going to be open Christmas 2019. Google is going to preference pages that are created more recently. So when you target those queries, you can maybe rank a little faster.</p> <p>Compare that to a query like "history of the Bible." If you Google that right now, you'll probably find a lot of very old pages, Wikipedia pages. Those results don't update much, and that's going to be harder for you to crack into those SERPs with newer content.</p> <p>The way to tell this is simply type in the queries that you're trying to rank for and see how old the most recent results are. That will give you an indication of what Google thinks how much freshness this query deserves. Choose queries that deserve a little more freshness and you might be able to get in a little sooner.</p> <h3>10.&nbsp;Leverage URL structure</h3> <p>Finally, last tip, this is something a lot of sites do and a lot of sites don't do because they're simply not aware of it. Leverage <a href="https://moz.com/learn/seo/url">URL structure.</a> When Google sees a new URL, a new page to index, they don't have all the signals yet to rank it. They have a lot of algorithms that try to guess where they should rank it. They've indicated in the past that they leverage the URL structure to determine some of that.</p> <p>Consider The New York Times puts all its book reviews under the same URL, newyorktimes.com/book-reviews. They have a lot of established ranking signals for all of these URLs. When a new URL is published using the same structure, they can assign it some temporary signals to rank it appropriately. </p> <p>If you have URLs that are high authority, maybe it's your blog, maybe it's your resources on your site, and you're leveraging an existing URL structure, new content published using the same structure might have a little bit of a ranking advantage, at least in the short run, until Google can figure these things out.</p> <p>These are only a few of the ways to get your content indexed and ranking quicker. It is by no means a comprehensive list. There are a lot of other ways. We'd love to hear some of your ideas and tips. Please let us know in the comments below. If you like this video, please share it for me. Thanks, everybody.<br></p> <p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/">Speechpad.com</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p> <p>Posted by <a href=\"https://moz.com/community/users/155620\">Cyrus-Shepard</a></p><p>In SEO, speed is a competitive advantage.</p> <p>When you publish new content, you want users to find it ranking in search results <em>as fast as possible</em>. Fortunately, there are a number of tips and tricks in the SEO toolbox to help you accomplish this goal. Sit back, turn up your volume, and&nbsp;let Cyrus Shepard show you exactly how in this week's Whiteboard Friday.<br></p> <p>[Note: #3 isn't covered in the video, but we've included in the post below. Enjoy!]</p> <p style="text-align: center;"></p> <div class="wistia_responsive_padding" style="padding:56.25% 0 28px 0;position:relative;"><div class="wistia_responsive_wrapper" style="height:100%;left:0;position:absolute;top:0;width:100%;"><figure><iframe src="https://fast.wistia.net/embed/iframe/weg0n13xv7?seo=false&videoFoam=true" title="Cyrus Shepard - 10 basic SEO Tips Video" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"></iframe></figure></div></div> <script src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script> <p></p> <p></p> <figure><a href="https://i.imgur.com/V4axgQg.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/rm7a9928-1-1562685.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="oet0drqswjlz"></a></figure> <p style="text-align: center;"><br> Click on the whiteboard image above to open a high-resolution version in a new tab! </p> <h2>Video Transcription</h2> <p>Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. I'm Cyrus Shepard, back in front of the whiteboard. So excited to be here today. We're talking about ten tips to index and rank new content faster.</p> <p>You publish some new content on your blog, on your website, and you sit around and you wait. You wait for it to be in Google's index. You wait for it to rank. It's a frustrating process that can take weeks or months to see those rankings increase. There are a few simple things we can do to help nudge Google along, to help them index it and rank it faster. Some very basic things and some more advanced things too. We're going to dive right in.</p> <h2>Indexing</h2> <h3>1. URL Inspection / Fetch &&nbsp;Render</h3> <p>So basically, indexing content is not that hard in Google. Google provides us with a number of tools. The simplest and fastest is probably the <a href="https://support.google.com/webmasters/answer/9012289">URL Inspection tool</a>. It's in the new Search Console, previously Fetch and Render. As of this filming, both tools still exist. They are depreciating Fetch and Render. The new URL Inspection tool allows you to submit a URL and tell Google to crawl it. When you do that, they put it in their priority crawl queue. That just simply means Google has a list of URLs to crawl. It goes into the priority, and it's going to get crawled faster and indexed faster.</p> <h3>2. Sitemaps!</h3> <p>Another common technique is simply using sitemaps. If you're not using sitemaps, it's one of the easiest, quickest ways to get your URLs indexed. When you have them in your sitemap, you want to let Google know that they're actually there. There's a number of different techniques that can actually optimize this process a little bit more.</p> <p>The first and the most basic one that everybody talks about is simply putting it in your robots.txt file. In your robots.txt, you have a list of directives, and at the end of your robots.txt, you simply say sitemap and you tell Google where your sitemaps are. You can do that for sitemap index files. You can list multiple sitemaps. It's really easy.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-05-16-at-4-51492.png" data-image="lkptmax02ko3" alt="Sitemap in robots.txt" title="Sitemap in robots.txt"></figure> <p>You can also do it using the <a href="https://support.google.com/webmasters/answer/183668#addsitemap" target="_blank">Search Console Sitemap Report</a>, another report in the new Search Console. You can go in there and you can submit sitemaps. You can remove sitemaps, validate. You can also do this via the Search Console API.</p> <p>But a really cool way of informing Google of your sitemaps, that a lot of people don't use, is simply pinging Google. You can do this in your browser URL. You simply type in google.com/ping, and you put in the sitemap with the URL. You can try this out right now with your current sitemaps. Type it into the browser bar and Google will instantly queue that sitemap for crawling, and all the URLs in there should get indexed quickly if they meet Google's quality standard.</p> <p>Example: <a href="https://www.google.com/ping?sitemap=https://example.com/sitemap.xml" target="_blank">https://www.google.com/ping?sitemap=https://example.com/sitemap.xml</a></p> <h3>3. Google Indexing API</h3> <p>(BONUS: This wasn’t in the video, but we wanted to include it because it’s pretty awesome)<br><br>Within the past few months, both <a href="https://webmasters.googleblog.com/2018/06/introducing-indexing-api-for-job.html">Google</a> and <a href="https://blogs.bing.com/webmaster/january-2019/bingbot-Series-Get-your-content-indexed-fast-by-now-submitting-up-to-10,000-URLs-per-day-to-Bing" target="_blank">Bing</a> have introduced new APIs to help speed up and automate the crawling and indexing of URLs.<br><br>Both of these solutions allow for the potential of massively speeding up indexing by submitting 100s or 1000s of URLs via an API.<br><br>While the Bing API is intended for any new/updated URL, Google states that their API is specifically for “either job posting or livestream structured data.” That said, many SEOs like David Sottimano have <a href="https://www.davidsottimano.com/playing-with-googles-new-indexing-api-and-getting-pages-crawled-immediately/" target="_blank">experimented with Google APIs</a> and found it to work with a variety of content types.<br><br>If you want to use these indexing APIs yourself, you have a number of potential options:</p> <ul><li>Richard Baxter wrote an excellent post on <a href="https://builtvisible.com/how-do-you-get-new-pages-indexed-or-your-site-re-crawled/" target="_blank">using SEO Tools for Excel with Google’s API</a></li><li><a href="https://developers.google.com/search/apis/indexing-api/v3/quickstart">Google’s Indexing API documentation</a></li></ul> <p>Yoast announced they will <a href="https://yoast.com/live-indexing-bing-google-yoast-seo/" target="_blank">soon support live indexing</a> across both Google and Bing within their SEO Wordpress plugin</p> <h2>Indexing & ranking</h2> <p>That's talking about indexing. Now there are some other ways that you can get your content indexed faster and help it to rank a little higher at the same time.</p> <h3>4. Links from important pages</h3> <p>When you publish new content, the basic, if you do nothing else, you want to make sure that you are linking from <a href="https://moz.com/help/link-explorer/link-building/top-pages">important pages.</a> Important pages may be your homepage, adding links to the new content, your blog, your resources page. This is a basic step that you want to do. You don't want to orphan those pages on your site with no incoming links.&nbsp;</p> <p>Adding the links tells Google two things. It says we need to crawl this link sometime in the future, and it gets put in the regular crawling queue. But it also makes the link more important. Google can say, "Well, we have important pages linking to this. We have some quality signals to help us determine how to rank it." So linking from important pages.</p> <h3>5. Update old content&nbsp;</h3> <p>But a step that people oftentimes forget is not only link from your important pages, but you want to go back to your older content and find relevant places to put those links. A lot of people use a link on their homepage or link to older articles, but they forget that step of going back to the older articles on your site and adding links to the new content.</p> <p>Now what pages should you add from? One of my favorite techniques is to use this search operator here, where you type in the keywords that your content is about and then you do a site:example.com. This allows you to find relevant pages on your site that are about your target keywords, and those make really good targets to add those links to from your older content.</p> <h3>6. Share socially</h3> <p>Really obvious step, sharing socially. When you have new content, sharing socially, there's a high correlation between social shares and content ranking. But especially when you share on content aggregators, like Reddit, those create actual links for Google to crawl. Google can see those signals, see that social activity, sites like Reddit and Hacker News where they add actual links, and that does the same thing as adding links from your own content, except it's even a little better because it's external links. It's external signals.</p> <h3>7. Generate traffic to the URL</h3> <p>This is kind of an advanced technique, which is a little controversial in terms of its effectiveness, but we see it anecdotally working time and time again. That's simply generating traffic to the new content.&nbsp;</p> <p>Now there is some debate whether traffic is a ranking signal. There are some old Google patents that talk about measuring traffic, and Google can certainly measure traffic using Chrome. They can see where those sites are coming from. But as an example, Facebook ads, you launch some new content and you drive a massive amount of traffic to it via Facebook ads. You're paying for that traffic, but in theory Google can see that traffic because they're measuring things using the Chrome browser.&nbsp;</p> <p>When they see all that traffic going to a page, they can say, "Hey, maybe this is a page that we need to have in our index and maybe we need to rank it appropriately."</p> <h2>Ranking</h2> <p>Once we get our content indexed, talk about a few ideas for maybe ranking your content faster.&nbsp;</p> <h3>8. Generate search clicks</h3> <p>Along with generating traffic to the URL, you can actually generate search clicks.</p> <p>Now what do I mean by that? So imagine you share a URL on Twitter. Instead of sharing directly to the URL, you share to a Google search result. People click the link, and you take them to a Google search result that has the keywords you're trying to rank for, and people will search and they click on your result.</p> <p>You see television commercials do this, like in a Super Bowl commercial they'll say, "Go to Google and search for Toyota cars 2019." What this does is Google can see that searcher behavior. Instead of going directly to the page, they're seeing people click on Google and choosing your result.</p> <ol><li>Instead of this:&nbsp;<a href="https://moz.com/link-explorer" target="_blank">https://moz.com/link-explorer</a></li><li>Share this:&nbsp;<a href="https://www.google.com/search?q=link+tool+moz">https://www.google.com/search?q=link+tool+moz</a></li></ol> <p>This does a couple of things. It helps increase your click-through rate, which may or may not be a ranking signal. But it also helps you rank for auto-suggest queries. So when Google sees people search for "best cars 2019 Toyota," that might appear in the suggest bar, which also helps you to rank if you're ranking for those terms. So generating search clicks instead of linking directly to your URL is one of those advanced techniques that some SEOs use.</p> <h3>9. Target query deserves freshness</h3> <p>When you're creating the new content, you can help it to rank sooner if you pick terms that Google thinks deserve <a href="https://moz.com/blog/google-fresh-factor-new">freshness</a>. It's best maybe if I just use a couple of examples here.</p> <p>Consider a user searching for the term "cafes open Christmas 2019." That's a result that Google wants to deliver a very fresh result for. You want the freshest news about cafes and restaurants that are going to be open Christmas 2019. Google is going to preference pages that are created more recently. So when you target those queries, you can maybe rank a little faster.</p> <p>Compare that to a query like "history of the Bible." If you Google that right now, you'll probably find a lot of very old pages, Wikipedia pages. Those results don't update much, and that's going to be harder for you to crack into those SERPs with newer content.</p> <p>The way to tell this is simply type in the queries that you're trying to rank for and see how old the most recent results are. That will give you an indication of what Google thinks how much freshness this query deserves. Choose queries that deserve a little more freshness and you might be able to get in a little sooner.</p> <h3>10.&nbsp;Leverage URL structure</h3> <p>Finally, last tip, this is something a lot of sites do and a lot of sites don't do because they're simply not aware of it. Leverage <a href="https://moz.com/learn/seo/url">URL structure.</a> When Google sees a new URL, a new page to index, they don't have all the signals yet to rank it. They have a lot of algorithms that try to guess where they should rank it. They've indicated in the past that they leverage the URL structure to determine some of that.</p> <p>Consider The New York Times puts all its book reviews under the same URL, newyorktimes.com/book-reviews. They have a lot of established ranking signals for all of these URLs. When a new URL is published using the same structure, they can assign it some temporary signals to rank it appropriately. </p> <p>If you have URLs that are high authority, maybe it's your blog, maybe it's your resources on your site, and you're leveraging an existing URL structure, new content published using the same structure might have a little bit of a ranking advantage, at least in the short run, until Google can figure these things out.</p> <p>These are only a few of the ways to get your content indexed and ranking quicker. It is by no means a comprehensive list. There are a lot of other ways. We'd love to hear some of your ideas and tips. Please let us know in the comments below. If you like this video, please share it for me. Thanks, everybody.<br></p> <p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/">Speechpad.com</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p><img src="http://feedpress.me/9375/11366894.gif" height="1" width="1"/> Citi Double Cash vs. PayPal Cashback: A Battle of 2% Back https://www.nerdwallet.com/blog/credit-cards/citi-double-cash-vs-paypal-cashback/ NerdWallet urn:uuid:87f4aa8f-885a-3a72-d4bf-bee7a691ca18 Thu, 16 May 2019 19:05:43 +0000 When it comes to flat-rate cash-back credit cards, 1.5% back is the typical standard — but 2% back is not unheard of. Learn More In that category, the Citi® Double Cash Card – 18 month BT… <p>When it comes to flat-rate cash-back credit cards, 1.5% back is the typical standard — but 2% back is not unheard of. Learn More In that category, the Citi® Double Cash Card – 18 month BT offer has been a perennial favorite, but there’s another big player in town: the PayPal Cashback Mastercard®. Both cards offer the same 2% cash-back rate on all...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Sara Rathner is a writer at NerdWallet. Email: srathner@nerdwallet.com. Twitter: @sarakrathner. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Citi Double Cash vs. PayPal Cashback: A Battle of 2% Back originally appeared on NerdWallet.</p><span data-post-id="642440"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=642440" style="display: none;" data-has-syndication-rights="1" /> Don’t Give Up on Public Service Loan Forgiveness https://www.nerdwallet.com/blog/loans/student-loans/dont-give-up-on-public-service-loan-forgiveness/ NerdWallet urn:uuid:24027385-6ef6-a04e-1401-7fe79fcc8777 Thu, 16 May 2019 16:35:58 +0000 New data from the U.S. Department of Education show that 518 borrowers’ federal student loans have been canceled via Public Service Loan Forgiveness as of March 2019. The average amount forgiven… <p>New data from the U.S. Department of Education show that 518 borrowers’ federal student loans have been canceled via Public Service Loan Forgiveness as of March 2019. The average amount forgiven was $59,244. While fewer than 1% of those who have applied for forgiveness have been successful, the low approval rate isn’t necessarily unexpected — and...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Ryan Lane is a writer at NerdWallet. Email: rlane@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Don’t Give Up on Public Service Loan Forgiveness originally appeared on NerdWallet.</p><span data-post-id="640319"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=640319" style="display: none;" data-has-syndication-rights="1" /> NerdWallet is One of Inc. Magazine’s Best Workplaces for 2019 https://www.nerdwallet.com/blog/corporate-news/inc-magazines-best-workplaces-2019/ NerdWallet urn:uuid:2ff02a00-8805-d89e-d98d-ade0d7f140cb Thu, 16 May 2019 15:48:01 +0000 This post was written by Julianne Rowe, Communications at NerdWallet We’re excited to announce that NerdWallet has been named one of Inc. magazine’s Best Workplaces for 2019! The list is… <p>This post was written by Julianne Rowe, Communications at NerdWallet We’re excited to announce that NerdWallet has been named one of Inc. magazine’s Best Workplaces for 2019! The list is the result of a wide-ranging and comprehensive assessment of private American companies that have created exceptional workplaces through vibrant cultures, deep employee engagement and stellar...</p><p class="nw-originally-posted-link">The article NerdWallet is One of Inc. Magazine’s Best Workplaces for 2019 originally appeared on NerdWallet.</p><span data-post-id="643312"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643312" style="display: none;" data-has-syndication-rights="1" /> The Life-Changing Magic of Working a Bit Longer https://www.nerdwallet.com/article/investing/the-life-changing-magic-of-working-a-bit-longer NerdWallet urn:uuid:cd096091-4117-9363-980b-1d5758d74fc2 Thu, 16 May 2019 15:29:12 +0000 Retirement experts frequently recommend working longer if you haven’t saved enough. But you may not realize just how powerful a little extra work can be. Researchers who compared the relative… <p>Retirement experts frequently recommend working longer if you haven’t saved enough. But you may not realize just how powerful a little extra work can be. Researchers who compared the relative returns of working longer versus saving more last year reached some startling findings. Among them: Working three to six months longer was the equivalent of...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Liz Weston is a writer at NerdWallet. Email: lweston@nerdwallet.com. Twitter: @lizweston. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article The Life-Changing Magic of Working a Bit Longer originally appeared on NerdWallet.</p><span data-post-id="638558"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=638558" style="display: none;" data-has-syndication-rights="1" /> 5 Steps to Reaching Financial Freedom https://www.nerdwallet.com/blog/finance/steps-to-reach-financial-freedom/ NerdWallet urn:uuid:3cf5abc2-d55c-c22e-8468-b0f0cb69ff99 Wed, 15 May 2019 22:31:16 +0000 In a perfect world, nobody would have to worry about whether they have enough money to live the life they want. In reality, many of us do have that concern.… <p>In a perfect world, nobody would have to worry about whether they have enough money to live the life they want. In reality, many of us do have that concern. When you reach the position of being financially free, you can live “without worrying about having enough income coming in or being able to pay for...</p> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Lauren Schwahn is a writer at NerdWallet. Email: lschwahn@nerdwallet.com. Twitter: @lauren_schwahn. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 5 Steps to Reaching Financial Freedom originally appeared on NerdWallet.</p><span data-post-id="643010"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=643010" style="display: none;" data-has-syndication-rights="1" /> 3 Image Tools for Marketers on a Budget https://www.socialmediaexaminer.com/3-image-tools-marketers-on-budget/ Social Media Examiner urn:uuid:925245c9-6bc8-b9e5-fe92-670dd3421311 Wed, 15 May 2019 10:00:53 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/image-tools-affordable-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/image-tools-affordable-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/image-tools-affordable-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/image-tools-affordable-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/image-tools-affordable-how-to-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/image-tools-affordable-how-to-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do you need to create professional-looking images for your social media marketing? Looking for mobile and desktop tools to help? In this article, you&#8217;ll discover three affordable image design tools for marketers. #1: Create the Perfectly Sized Image for Every Social Network Over (available for iOS and Android) is a powerful image tool that lets [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/3-image-tools-marketers-on-budget/">3 Image Tools for Marketers on a Budget</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> How to Explore a SERP Feature Strategy with STAT http://tracking.feedpress.it/link/9375/11358651 Moz Blog urn:uuid:db0c7d9f-6d57-eb82-fb7a-3733f3f0fe88 Wed, 15 May 2019 00:06:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p><em>This post was originally published on the <a href="https://getstat.com/">STAT</a> blog.</em></p> <hr> <p>Your organic result game is on point, but you’ve been hearing a lot of chatter about SERP features and are curious if they can help grow your site’s visibility — how do you find out? Our <strong>SERP Features</strong> dashboard will be <a href="https://help.getstat.com/new-tab-serp-feature-insights-like-never-before/">your one-stop shop</a> for everything feature-related.<br></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/feature_image-159293.jpg" data-image="giq2y4obpe1c"></figure> <ul></ul> <p><br><a href="https://twitter.com/intent/tweet?text=Our%20new%20dashboard%20will%20tell%20you%20everything%20you%20need%20to%20know.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14403" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14403" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14403" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14403&title=Curious%20about%20all%20things%20SERP%20features?&summary=Our+new+dashboard+will+tell+you+everything+you+need+to+know." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>If it’s the features in your space that you’re after, you’ll have ’em. The number of keywords producing each feature? You’ll have that, too. The share of voice they’re driving and how much you’re owning? Of course, and more.</p> <p>Here’s a step-by-step guide on how you can use the dashboard to suss out a SERP feature strategy that’s right for your site.</p> <h2>1. Establish viable sites and segments</h2> <p>For context, let’s say that we’re working for a large supermarket chain with locations across the globe. Once in the dashboard, we’ll immediately look to the <strong>Overview</strong> module, which will give us a strong indication of whether a SERP feature strategy is viable for any of our keyword segments. We may just find that organic is the road best travelled.</p> <p>Clicking through our segments, we stumble across one that’s driving a huge amount of share of voice — an estimated 309.8 million views, which is actually up by 33.4 million over the 30-day average.</p> <figure><a href="http://d2v4zi8pl64nxt.cloudfront.net/serp-feature-strategy/5cdafc4cb91741.56970298.gif" data-width="575" data-height="359" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/serp-feature-strategy/5cdafc4cb91741.56970298.gif" alt="SERP Features tab Overview module" width="287" data-image="4o3fefmsl1t8"></a></figure> <p><br><a href="https://twitter.com/intent/tweet?text=SERP%20features%20in%20this%20segment%20are%20driving%20a%20schwack%20of%20share%20of%20voice%20%E2%80%94%20we%E2%80%99ll%20want%20to%20see%20what%20they%20are.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14412" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14412" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14412" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14412&title=Exploration%20starts%20here&summary=SERP+features+in+this+segment+are+driving+a+schwack+of+share+of+voice+%E2%80%94+we%26%238217%3Bll+want+to+see+what+they+are." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>At this point, regardless of what the deal is with SERP features, we know that we’re looking at a powerful set of keywords. But, because we’re on a mission, we need to know how much of that share of voice is compliments of SERP features.</p> <p>Since the green section of the chart represents organic share of voice and the grey represents SERP feature share of voice, right away we can see that features are creating a huge amount of visibility. Surprisingly, even more than regular ol’ organic results.</p> <p>By hovering over each segment of the chart, we can see their exact breakdowns. SERP features are driving a whopping 188.2 million eyeballs, up by 18 million over the 30-day average, while organic results are driving only 121.6 million, having also gained share of voice along the way.</p> <p>We’re confident that a SERP feature strategy is worth exploring for this segment.</p> <h2>2. Get a lay of the SERP feature landscape&nbsp;</h2> <p>Next, we want to know what the SERP features appearing in our space are, and whether they make sense for us to tackle.</p> <p>As a supermarket chain, not only do we sell fresh eats from our brick-and-mortar stores, but our site also has a regularly updated blog with delectable recipes, so we’ve got a few SERP features already in mind (can anyone say places and recipe results?).</p> <p>But, if for some strange reason our SERPs are full of flights and jobs, maybe we’ll move onto a segment that we can have more impact on, and check in on this one another time.</p> <h3>Daily snapshot</h3> <p>To see what we’re working with, we head to the <strong>[Current Day] SERP Features</strong> chart, make sure every feature is enabled in the legend, and select <strong>SoV: Total</strong> from the dropdown, which will show us the total share of voice generated by each feature appearing on our SERPs.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_2-63186.jpg" data-image="f2bsarnq0lyf"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Places%20and%20recipe%20results%20are%20offering%20up%20the%20most%20visibility%20for%20our%20site,%20while%20Twitter%20boxes%20and%20images%20won%E2%80%99t%20give%20us%20much%20reach.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14384" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14384" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14384" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14384&title=The%20SERP%20features%20in%20our%20space%20and%20their%20share%20of%20voice&summary=Places+and+recipe+results+are+offering+up+the+most+visibility+for+our+site%2C+while+Twitter+boxes+and+images+won%26%238217%3Bt+give+us+much+reach." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>Right away we know that the top two share of voice earners are directly in our wheelhouse: places and recipe results. What are the odds!</p> <p>Carousels and knowledge graphs — features that we have little or no control over — might be next on the list, but the ones trailing them aren’t far behind and <em>are</em> winnable. So, we’ll pick our favourite five — places, recipes, list snippets, “People also ask” boxes, and paragraph snippets — to build strategies around, and make sure only they appear on our chart.</p> <p>Since food and food-related activities tend to be heavy on the visuals, it wouldn’t be wise for us to neglect images and videos entirely, so we’ll also enable them just to creep on. (We’ll think of recipes and AMP recipes as one, and make a mental note to look into an overall AMP strategy at some point.)</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_3-63358.jpg" data-image="d1sdb0ah6ctq"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Places,%20recipes,%20list%20snippets,%20PAAs,%20and%20paragraph%20snippets%20for%20the%20win!%20(Images%20just%20to%20keep%20an%20eye%20on.)&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14385" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14385" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14385" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14385&title=The%20SERP%20features%20we%27re%20throwing%20our%20lot%20in%20with&summary=Places%2C+recipes%2C+list+snippets%2C+PAAs%2C+and+paragraph+snippets+for+the+win%21+%28Images+just+to+keep+an+eye+on.%29" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>Our <strong>[Current Day] SERP Features</strong> chart now shows how our chosen features stack up against each other in terms of share of voice. Apparently, videos have such a small impact that they don’t even warrant a bar on the chart.</p> <h3>Over time</h3> <p>But, before we ride off into the sunset with our SERP features just yet, we still need to do a little more research to see whether they’re a long-term relationship option or a mere flash in the pan.</p> <p>To do this, we look to the <strong>SERP Features Over Time</strong> chart, take the <strong>SoV: Total</strong> metric with us, and select a date-range wide enough to give us a good idea of their past behavior. Ideally, we’d love to see that they’re making continual progress.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_overtime_4-152648.jpg" data-image="wturnijlrusc"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Not%20very!%20Everything%20seems%20to%20be%20holding%20pretty%20steady.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14386" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14386" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14386" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14386&title=How%20volatile%20are%20the%20SERP%20features%20we%27re%20after?&summary=Not+very%21+Everything+seems+to+be+holding+pretty+steady." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>At the very least, they appear to have a pretty stable presence — no questionable dips to be seen — which means that we’ve got ourselves some dependable features. Cool.</p> <h2>3. Know how many keywords you're working with&nbsp;</h2> <p>Now that we know which SERP features will help boost our site visibility, it’s time to see how many keywords that each feature’s strategy will revolve around.</p> <p>So, back to the <strong>[Current Day] SERP Features</strong> chart we head, switching our metric to <strong>Count: Total</strong> to get the exact number of keywords that produce each result type.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_5_v2-55742.jpg" data-image="925ynt05r3bb"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Recipe%20results%20are%20on%20the%20least%20amount%20of%20keywords%20but%20are%20driving%20the%20second-most%20share%20of%20voice.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14401" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14401" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14401" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14401&title=The%20number%20of%20keywords%20we%27re%20taking%20on%20for%20each%20feature&summary=Recipe+results+are+on+the+least+amount+of+keywords+but+are+driving+the+second-most+share+of+voice." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>This changes our view rather drastically — video and image results now take top billing. Of course, we’ll remember that despite their apparent popularity on our SERPs, they have very little sway.</p> <p>As far as the result types that we care about go, “People also ask” boxes and places appear for most of our keywords, and more keywords to optimize for means more time and effort.</p> <p>We’re absolutely tickled pink to see that a relatively small number of keywords are responsible for producing all that recipes share of voice — this is the feature we’ll probably want to start with.</p> <p>To get these groups of keywords, we’ll simply <a href="https://help.getstat.com/surface-keywords-that-own-serp-features/">click the SERP feature icons</a> along the bottom of the chart and voila! We’ll see a filtered view of them appear in the <strong>Keywords</strong> tab, allowing us to create individual tags for them. This way, we can monitor them more closely.</p> <p>Now we can perform some SEO magic.<br></p> <p><a href="https://twitter.com/intent/tweet?text=Pull%20SERP%20feature%20rabbits%20out%20of%20hats%20and%20make%20your%20SEO%20troubles%20disappear.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14398" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14398" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14398" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14398&title=Go%20make%20that%20magic%20happen&summary=Pull+SERP+feature+rabbits+out+of+hats+and+make+your+SEO+troubles+disappear." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a></p> <h2>4. Chart your daily progress against general trends&nbsp;</h2> <p>As we optimize for our various SERP features, not only can we track our progress, but we can keep an eye on the general happenings of features on our SERPs.</p> <p>We’ll use modules in the <strong>Share of Voice: SERP Features</strong> panel for these quick health-checks, customizing them to show only our chosen SERP features, which will make unearthing these insights even easier.</p> <h3><strong>SERP trends</strong></h3> <p>The <strong>Top Increases/Decreases</strong> module shows us that places, PAAs, and paragraph snippets have gained the most share of voice on our SERPs. The metric for each feature tells us exactly how much movement has been made between the current day and the segment’s 30-day average.</p> <p>In other words, the overall health of the features we’ve put our lot in with is doing well. And snagging one of them could mean more share of voice than we’d originally anticipated.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_increase_decrease_7-140778.jpg" data-image="8pxhs1gqqjv6"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Here%20you%E2%80%99ll%20see%20which%20features%20are%20gaining%20and%20losing%20the%20most%20share%20of%20voice.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14389" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14389" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14389" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14389&title=The%20general%20happenings%20of%20features%20on%20our%20SERPs&summary=Here+you%26%238217%3Bll+see+which+features+are+gaining+and+losing+the+most+share+of+voice." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>Only videos have taken a slight hit, but since we’re not interested in them, we’ll breathe a sigh of relief and pat ourselves on the back for putting them off to the side.</p> <p>We’ll keep an eye here to make sure that our features continue to trend up on the SERPs.</p> <h3>Personal gains</h3> <p>But how are <em>we</em> doing?</p> <p>The <strong>Your Top Gains/Losses</strong> module tells us that our hard work is paying off for places packs. Not only has this result type grown in influence on the SERPs in general, but we’ve managed to increase our share. Woo!</p> <p>And while we’ve only made a smidgen of improvement with recipes, it’s still better than the none we had before.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_gains_8_v2-105838.jpg" data-image="de76ppsek7ei"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=For%20better%20and%20for%20worse.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14402" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14402" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14402" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14402&title=Our%20biggest%20share%20of%20voice%20movers%20and%20shakers&summary=For+better+and+for+worse." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>Unfortunately, we appear to have lost some ground with our featured snippets. Did we fall out of a few? Did they get bumped down the SERPs because of other, more relevant features? <a href="https://getstat.com/blog/featured-snippet-volatility-research-findings/">Are snippets just super volatile in our space</a>? We’d be smart to do some investigating.</p> <p>And finally, since our biggest growing SERP feature for the day isn’t necessarily what drives most of our site visibility, we’ll take a quick peek at the <strong>Your Primary Source of SoV</strong> module to see who our SERP feature superstar is.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_sov_8-88507.jpg" data-image="abr84o8q0bol"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Places%20results%20are%20driving%20most%20of%20our%20share%20of%20voice,%20but%20there%E2%80%99s%20still%20lots%20more%20up%20for%20grabs.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14392" target="_blank"></a><a href="https://plus.google.com/share?url=ht <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p><em>This post was originally published on the <a href="https://getstat.com/">STAT</a> blog.</em></p> <hr> <p>Your organic result game is on point, but you’ve been hearing a lot of chatter about SERP features and are curious if they can help grow your site’s visibility — how do you find out? Our <strong>SERP Features</strong> dashboard will be <a href="https://help.getstat.com/new-tab-serp-feature-insights-like-never-before/">your one-stop shop</a> for everything feature-related.<br></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/feature_image-159293.jpg" data-image="giq2y4obpe1c"></figure> <ul></ul> <p><br><a href="https://twitter.com/intent/tweet?text=Our%20new%20dashboard%20will%20tell%20you%20everything%20you%20need%20to%20know.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14403" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14403" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14403" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14403&title=Curious%20about%20all%20things%20SERP%20features?&summary=Our+new+dashboard+will+tell+you+everything+you+need+to+know." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>If it’s the features in your space that you’re after, you’ll have ’em. The number of keywords producing each feature? You’ll have that, too. The share of voice they’re driving and how much you’re owning? Of course, and more.</p> <p>Here’s a step-by-step guide on how you can use the dashboard to suss out a SERP feature strategy that’s right for your site.</p> <h2>1. Establish viable sites and segments</h2> <p>For context, let’s say that we’re working for a large supermarket chain with locations across the globe. Once in the dashboard, we’ll immediately look to the <strong>Overview</strong> module, which will give us a strong indication of whether a SERP feature strategy is viable for any of our keyword segments. We may just find that organic is the road best travelled.</p> <p>Clicking through our segments, we stumble across one that’s driving a huge amount of share of voice — an estimated 309.8 million views, which is actually up by 33.4 million over the 30-day average.</p> <figure><a href="http://d2v4zi8pl64nxt.cloudfront.net/serp-feature-strategy/5cdafc4cb91741.56970298.gif" data-width="575" data-height="359" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/serp-feature-strategy/5cdafc4cb91741.56970298.gif" alt="SERP Features tab Overview module" width="287" data-image="4o3fefmsl1t8"></a></figure> <p><br><a href="https://twitter.com/intent/tweet?text=SERP%20features%20in%20this%20segment%20are%20driving%20a%20schwack%20of%20share%20of%20voice%20%E2%80%94%20we%E2%80%99ll%20want%20to%20see%20what%20they%20are.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14412" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14412" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14412" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14412&title=Exploration%20starts%20here&summary=SERP+features+in+this+segment+are+driving+a+schwack+of+share+of+voice+%E2%80%94+we%26%238217%3Bll+want+to+see+what+they+are." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>At this point, regardless of what the deal is with SERP features, we know that we’re looking at a powerful set of keywords. But, because we’re on a mission, we need to know how much of that share of voice is compliments of SERP features.</p> <p>Since the green section of the chart represents organic share of voice and the grey represents SERP feature share of voice, right away we can see that features are creating a huge amount of visibility. Surprisingly, even more than regular ol’ organic results.</p> <p>By hovering over each segment of the chart, we can see their exact breakdowns. SERP features are driving a whopping 188.2 million eyeballs, up by 18 million over the 30-day average, while organic results are driving only 121.6 million, having also gained share of voice along the way.</p> <p>We’re confident that a SERP feature strategy is worth exploring for this segment.</p> <h2>2. Get a lay of the SERP feature landscape&nbsp;</h2> <p>Next, we want to know what the SERP features appearing in our space are, and whether they make sense for us to tackle.</p> <p>As a supermarket chain, not only do we sell fresh eats from our brick-and-mortar stores, but our site also has a regularly updated blog with delectable recipes, so we’ve got a few SERP features already in mind (can anyone say places and recipe results?).</p> <p>But, if for some strange reason our SERPs are full of flights and jobs, maybe we’ll move onto a segment that we can have more impact on, and check in on this one another time.</p> <h3>Daily snapshot</h3> <p>To see what we’re working with, we head to the <strong>[Current Day] SERP Features</strong> chart, make sure every feature is enabled in the legend, and select <strong>SoV: Total</strong> from the dropdown, which will show us the total share of voice generated by each feature appearing on our SERPs.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_2-63186.jpg" data-image="f2bsarnq0lyf"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Places%20and%20recipe%20results%20are%20offering%20up%20the%20most%20visibility%20for%20our%20site,%20while%20Twitter%20boxes%20and%20images%20won%E2%80%99t%20give%20us%20much%20reach.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14384" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14384" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14384" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14384&title=The%20SERP%20features%20in%20our%20space%20and%20their%20share%20of%20voice&summary=Places+and+recipe+results+are+offering+up+the+most+visibility+for+our+site%2C+while+Twitter+boxes+and+images+won%26%238217%3Bt+give+us+much+reach." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>Right away we know that the top two share of voice earners are directly in our wheelhouse: places and recipe results. What are the odds!</p> <p>Carousels and knowledge graphs — features that we have little or no control over — might be next on the list, but the ones trailing them aren’t far behind and <em>are</em> winnable. So, we’ll pick our favourite five — places, recipes, list snippets, “People also ask” boxes, and paragraph snippets — to build strategies around, and make sure only they appear on our chart.</p> <p>Since food and food-related activities tend to be heavy on the visuals, it wouldn’t be wise for us to neglect images and videos entirely, so we’ll also enable them just to creep on. (We’ll think of recipes and AMP recipes as one, and make a mental note to look into an overall AMP strategy at some point.)</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_3-63358.jpg" data-image="d1sdb0ah6ctq"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Places,%20recipes,%20list%20snippets,%20PAAs,%20and%20paragraph%20snippets%20for%20the%20win!%20(Images%20just%20to%20keep%20an%20eye%20on.)&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14385" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14385" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14385" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14385&title=The%20SERP%20features%20we%27re%20throwing%20our%20lot%20in%20with&summary=Places%2C+recipes%2C+list+snippets%2C+PAAs%2C+and+paragraph+snippets+for+the+win%21+%28Images+just+to+keep+an+eye+on.%29" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>Our <strong>[Current Day] SERP Features</strong> chart now shows how our chosen features stack up against each other in terms of share of voice. Apparently, videos have such a small impact that they don’t even warrant a bar on the chart.</p> <h3>Over time</h3> <p>But, before we ride off into the sunset with our SERP features just yet, we still need to do a little more research to see whether they’re a long-term relationship option or a mere flash in the pan.</p> <p>To do this, we look to the <strong>SERP Features Over Time</strong> chart, take the <strong>SoV: Total</strong> metric with us, and select a date-range wide enough to give us a good idea of their past behavior. Ideally, we’d love to see that they’re making continual progress.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_overtime_4-152648.jpg" data-image="wturnijlrusc"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Not%20very!%20Everything%20seems%20to%20be%20holding%20pretty%20steady.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14386" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14386" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14386" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14386&title=How%20volatile%20are%20the%20SERP%20features%20we%27re%20after?&summary=Not+very%21+Everything+seems+to+be+holding+pretty+steady." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>At the very least, they appear to have a pretty stable presence — no questionable dips to be seen — which means that we’ve got ourselves some dependable features. Cool.</p> <h2>3. Know how many keywords you're working with&nbsp;</h2> <p>Now that we know which SERP features will help boost our site visibility, it’s time to see how many keywords that each feature’s strategy will revolve around.</p> <p>So, back to the <strong>[Current Day] SERP Features</strong> chart we head, switching our metric to <strong>Count: Total</strong> to get the exact number of keywords that produce each result type.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_5_v2-55742.jpg" data-image="925ynt05r3bb"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Recipe%20results%20are%20on%20the%20least%20amount%20of%20keywords%20but%20are%20driving%20the%20second-most%20share%20of%20voice.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14401" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14401" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14401" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14401&title=The%20number%20of%20keywords%20we%27re%20taking%20on%20for%20each%20feature&summary=Recipe+results+are+on+the+least+amount+of+keywords+but+are+driving+the+second-most+share+of+voice." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>This changes our view rather drastically — video and image results now take top billing. Of course, we’ll remember that despite their apparent popularity on our SERPs, they have very little sway.</p> <p>As far as the result types that we care about go, “People also ask” boxes and places appear for most of our keywords, and more keywords to optimize for means more time and effort.</p> <p>We’re absolutely tickled pink to see that a relatively small number of keywords are responsible for producing all that recipes share of voice — this is the feature we’ll probably want to start with.</p> <p>To get these groups of keywords, we’ll simply <a href="https://help.getstat.com/surface-keywords-that-own-serp-features/">click the SERP feature icons</a> along the bottom of the chart and voila! We’ll see a filtered view of them appear in the <strong>Keywords</strong> tab, allowing us to create individual tags for them. This way, we can monitor them more closely.</p> <p>Now we can perform some SEO magic.<br></p> <p><a href="https://twitter.com/intent/tweet?text=Pull%20SERP%20feature%20rabbits%20out%20of%20hats%20and%20make%20your%20SEO%20troubles%20disappear.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14398" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14398" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14398" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14398&title=Go%20make%20that%20magic%20happen&summary=Pull+SERP+feature+rabbits+out+of+hats+and+make+your+SEO+troubles+disappear." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a></p> <h2>4. Chart your daily progress against general trends&nbsp;</h2> <p>As we optimize for our various SERP features, not only can we track our progress, but we can keep an eye on the general happenings of features on our SERPs.</p> <p>We’ll use modules in the <strong>Share of Voice: SERP Features</strong> panel for these quick health-checks, customizing them to show only our chosen SERP features, which will make unearthing these insights even easier.</p> <h3><strong>SERP trends</strong></h3> <p>The <strong>Top Increases/Decreases</strong> module shows us that places, PAAs, and paragraph snippets have gained the most share of voice on our SERPs. The metric for each feature tells us exactly how much movement has been made between the current day and the segment’s 30-day average.</p> <p>In other words, the overall health of the features we’ve put our lot in with is doing well. And snagging one of them could mean more share of voice than we’d originally anticipated.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_increase_decrease_7-140778.jpg" data-image="8pxhs1gqqjv6"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Here%20you%E2%80%99ll%20see%20which%20features%20are%20gaining%20and%20losing%20the%20most%20share%20of%20voice.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14389" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14389" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14389" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14389&title=The%20general%20happenings%20of%20features%20on%20our%20SERPs&summary=Here+you%26%238217%3Bll+see+which+features+are+gaining+and+losing+the+most+share+of+voice." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>Only videos have taken a slight hit, but since we’re not interested in them, we’ll breathe a sigh of relief and pat ourselves on the back for putting them off to the side.</p> <p>We’ll keep an eye here to make sure that our features continue to trend up on the SERPs.</p> <h3>Personal gains</h3> <p>But how are <em>we</em> doing?</p> <p>The <strong>Your Top Gains/Losses</strong> module tells us that our hard work is paying off for places packs. Not only has this result type grown in influence on the SERPs in general, but we’ve managed to increase our share. Woo!</p> <p>And while we’ve only made a smidgen of improvement with recipes, it’s still better than the none we had before.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_gains_8_v2-105838.jpg" data-image="de76ppsek7ei"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=For%20better%20and%20for%20worse.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14402" target="_blank"></a><a href="https://plus.google.com/share?url=https://getstat.com/blog/explore-serp-features-strategy/?i=14402" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=600,width=600');return false;"></a><a href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/explore-serp-features-strategy/?i=14402" target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=270,width=550');return false;"></a><a href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14402&title=Our%20biggest%20share%20of%20voice%20movers%20and%20shakers&summary=For+better+and+for+worse." target="_blank" onclick="javascript:window.open(this.href,'', 'menubar=no,toolbar=no,resizable=yes,scrollbars=yes,height=400,width=550');return false;"></a>Unfortunately, we appear to have lost some ground with our featured snippets. Did we fall out of a few? Did they get bumped down the SERPs because of other, more relevant features? <a href="https://getstat.com/blog/featured-snippet-volatility-research-findings/">Are snippets just super volatile in our space</a>? We’d be smart to do some investigating.</p> <p>And finally, since our biggest growing SERP feature for the day isn’t necessarily what drives most of our site visibility, we’ll take a quick peek at the <strong>Your Primary Source of SoV</strong> module to see who our SERP feature superstar is.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/serp_features_sov_8-88507.jpg" data-image="abr84o8q0bol"></figure> <p><br><a href="https://twitter.com/intent/tweet?text=Places%20results%20are%20driving%20most%20of%20our%20share%20of%20voice,%20but%20there%E2%80%99s%20still%20lots%20more%20up%20for%20grabs.&url=https://getstat.com/blog/explore-serp-features-strategy/?i=14392" target="_blank"></a><a href="https://plus.google.com/share?url=ht How Google’s New Layout Predicts the Future of SEO https://neilpatel.com/blog/googles-new-layout/ The KISSmetrics Marketing Blog urn:uuid:7191532a-45f0-2b6c-54f4-430aef601563 Tue, 14 May 2019 12:09:24 +0000 <p>When you think about SEO and what’s changed over the last 5 years, what comes to your mind? Chances are, it’s something related to how it’s harder to get rankings on Google. But why has it gotten harder to get more organic traffic? Well, if you ask most SEOs, they’ll say it’s because Google has [&#8230;]</p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/googles-new-layout/">How Google’s New Layout Predicts the Future of SEO</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2018/12/google.jpg" alt="google" /></p> <p>When you think about SEO and what’s changed over the last 5 years, what comes to your mind?</p> <p>Chances are, it’s something related to how it’s harder to get rankings on Google.</p> <p><em>But why has it gotten harder to get more organic traffic?</em></p> <p>Well, if you ask most SEOs, they’ll say it’s because Google has created a much more complex algorithm.</p> <p>They look at factors like page speed, brand queries, and hundreds of other factors that it may have not been placing much emphasis on in the past.</p> <p><em>But that’s only half the story.</em></p> <p>The reason SEO has gotten harder is only partially related to Google’s algorithm changes.</p> <p>Here’s what most SEOs aren’t talking about that you need to pay attention to because this will show you the future of SEO.<span id="more-79838"></span></p> <h2><strong>Google’s ever-changing layout</strong></h2> <p>When you perform a Google search, what do you see?</p> <p>Some organic listings and some paid results, <em>right?</em></p> <p>And that’s what Google has shown for years. Much hasn’t changed from its core concept.</p> <p>But over the years, they have continually made small layout tweaks which have added up to big changes.</p> <p>Let’s look at Google’s layout changes over the past few years… lucky for us, <a href="https://www.orbitmedia.com/blog/biggest-trend-in-seo/">Orbit Media</a> performed random Google searches in 2013, 2014, and 2015 and compared them to Google’s current layout for us.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/google2013to2019.png" alt="2013 google" /></p> <p>The big differences from 2013 versus 2019 are:</p> <ul> <li>The first organic listing is drastically pushed down</li> <li>The ads used to be clearly identified through design elements, but now they blend in more.</li> </ul> <p>Now let’s look at 2014 versus 2019:</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/google2014to2019.png" alt="2014 google" /></p> <p>And 2015 versus 2019:</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/google2015to2019.png" alt="2015 google" /></p> <p>The big trend is that the organic search results have been drastically pushed down below the fold. Roughly by 3.3X.</p> <p><em>That’s a huge difference!</em></p> <p>A listing these days may have a map, elements from their knowledge graph, more videos and images, and whatever else Google feels their users may want.</p> <p>Another big trend is that there are now featured snippets. Although these featured snippets can drive traffic to your site, they also provide the searcher with the answer they are looking for without having to click through to your site.</p> <p>Just perform a search for the largest tree in the world…</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/tree.png" alt="tree" /></p> <p>Sure, I could click through over to livescience.com to get the answer, but why? <em>Google gives it to me right then and there.</em></p> <p>With organic listings being pushed down, and Google answering a portion of people’s questions without them even needing to click through, this means organic listings will get fewer clicks over time.</p> <h2><strong>And it’s not stopping there</strong></h2> <p>Let me ask you a question…</p> <p><em>How many organic listings are on the first page?</em></p> <p>10, right?</p> <p><em>Well, that’s what we are used to, but when’s the last time you actually counted?</em></p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/7listings.png" alt="7 listings" /></p> <p><a href="https://www.wordstream.com/blog/ws/2012/08/21/new-google-serp">Google’s dumped 5.5% of organic first page listings</a>. Yes, the first page does have 10 listings a lot of the time, but not as often now.</p> <p><a href="https://moz.com/blog/serp-crowding-shrinkage-its-not-your-imagination">Here’s a graph that’ll show you the change</a>:</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/serplistings.gif" alt="serp listings" /></p> <p><em>18%!!</em> That’s the percentage of first page listings with less than 10 organic results.</p> <p>What’s crazy is it used to be 2%. That’s a huge jump.</p> <h2><strong>So, what else is Google testing with their layout?</strong></h2> <p>This is a small test that they are doing with their layout, in which <a href="https://twitter.com/semrush/status/1125715760842727426/photo/1?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1125715760842727426&amp;ref_url=https%3A%2F%2Fwww.searchenginejournal.com%2Fgoogle-confirms-testing-pages-with-zero-search-results%2F306683%2F">some results may not have any listings</a>.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/emptyserp.jpg" alt="empty serp" /></p> <p><a href="https://twitter.com/dannysullivan/status/1125804257041502208">But Google did report that was a glitch</a>. The page was not supposed to contain any organic listings, but at the same time, it was supposed to contain no paid listings either.</p> <p>And over time you should continually expect Google to run more layout experiments and make more permanent changes.</p> <p>Now before we get into the <a href="https://neilpatel.com/blog/the-future-of-seo/">future of SEO</a>, let’s get one thing straight.</p> <p>Google is a publicly traded company. Sure, their goal is to create an amazing product, but they have to make money at the same time.</p> <p>You can’t blame them for making changes that increase their ad revenues.</p> <p>Yes, you may claim that this is creating a terrible experience for users, <em>but is it really?</em> If it was, people would switch to <a href="https://neilpatel.com/blog/21-bing-ads-hacks/">Bing</a> or any of the other alternative search engines out there.</p> <p>I still use Google every day. Yes, it may be harder to get clicks organically, but as a user, they’ve created an amazing experience.</p> <h2><strong>The future of SEO</strong></h2> <p>Google doesn’t just make changes to their layout blindly. They run experiments, they survey users, they try to figure out what searchers want and provide it.</p> <p>Based on the layout changes they have made over the years, you can make a few assumptions:</p> <ol> <li><strong>More rich snippets</strong> &#8211; people want the answers to their problems as quickly as possible. You’ll see more versions and variations of rich snippets integrated within future layouts as this provides searches with their answers faster.</li> <li><strong>Less clicks to your site because of voice search</strong> – according to Comscore, <a href="https://neilpatel.com/blog/seo-for-voice-search/">50% of searches will be voice searches by 2020</a>. Don’t expect people to go to your site because of voice search.</li> <li><strong>People are trained to ignore ads</strong> – no matter how much Google pushes the first organic listing below the fold, people are trained to ignore ads. No matter how much Google blends them in, most people tend to click on organic listings.</li> <li><strong>43.9% of the world still hasn’t come online</strong> – we all know Google is the dominant global search engine. <a href="https://en.wikipedia.org/wiki/Global_Internet_usage">But only 56.1% of the world’s population has Internet access</a>. As more people come online, more people will use Google as their search engine, which means more people to click on your organic listings.</li> </ol> <p>In other words, SEO isn’t dead and it is still an amazing channel. Just look at my traffic stats over the last 31 days:</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/totaltraffic.png" alt="total traffic" /></p> <p>Now of those 4,362,165 million monthly visits, guess how many come from search engines like Google?</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/searchtraffic.png" alt="search traffic" /></p> <p>A whopping 2,343,362 million visits.</p> <p>In other words, SEO makes up 53.71% of my traffic. <em>That’s a ton of traffic.</em></p> <p>And even with Google’s continual changes, you would expect my traffic to be lower, but it isn’t… <em>it’s gone up</em>.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/searchtrafficyear.png" alt="search traffic year" /></p> <p>A year ago, I was generating 1,088,251 visits a month from Google. It’s now gone up to 2,343,362 even though Google’s algorithm has continually gotten harder and organic results are continually being pushed further below the fold.</p> <h2><strong>But still, you shouldn’t only rely on SEO</strong></h2> <p>I love Google and even though there is a future for SEO, you shouldn’t rely on it. No matter how good you are at SEO, it doesn’t guarantee success.</p> <p>Let’s look at a company that you are familiar with… <em>Airbnb</em>.</p> <p>Did you know that Airbnb didn’t come up with the concept of renting out your house or rooms in your house?</p> <p><em>Can you guess who it was?</em></p> <p>It was VRBO and they came up with that model 13 years before Airbnb did.</p> <p>But here’s what’s interesting… who do you think wins when it comes to SEO?</p> <p><em>Shockingly, it’s VRBO.</em></p> <p><a href="https://www.nachoanalytics.com/blog/airbnb-vs-vrbo/">VRBO crushes Airbnb when it comes to Google rankings</a> and they have for a very long time. Here are just a few examples of keywords VRBO ranks for that Airbnb doesn’t:</p> <ul> <li>hilton head rentals</li> <li>ocean city maryland rentals</li> <li>cape cod rentals</li> <li>cabin rentals</li> <li>vacation homes</li> <li>vacation rentals</li> <li>vacation home rentals</li> </ul> <p>Airbnb does rank for organic keywords as well, but most of them are brand related.</p> <p>They crushed their competition without relying on SEO and they were 13 years late when it came to entering the market.</p> <p>So how did Airbnb win? Well, the main way was they built a better product.</p> <p>But in addition to that, you focused on an omnichannel approach. From SEO to PPC to advertising on TV screens in airplanes, they tried all of the major channels out there.</p> <p>Yes, you need to do SEO, but you can’t rely on it as your only source of traffic or income. Diversify, not because of Google, but because you can’t control consumer behavior.</p> <p>People may not prefer to use search engines in the future, they may want something else, which means you will have to adapt.</p> <p>Plus you can no longer build a big business through one channel.</p> <p>Yes, Facebook did grow through referrals. Quora did grow through SEO. Dropbox grew through social media… but those circumstances don’t exist anymore. What worked for these old companies won’t work for you.</p> <p>You have to leverage all channels to do well in today’s market.</p> <h2><strong>Conclusion</strong></h2> <p>Google may be making changes that you don’t like as a marketer or business owner, but that doesn’t mean SEO is dead.</p> <p>You can see it from my own traffic stats. You can still grow your traffic, even with <a href="https://neilpatel.com/blog/the-ultimate-google-algorithm-cheat-sheet/">Google’s ever-changing algorithm</a>.</p> <p>Don’t worry about the future because you won’t be able to always predict it or even prevent the inevitable.</p> <p>The only real solution is to take an omnichannel approach so that you aren’t relying on any one channel.</p> <p><em>What do you think about Google’s current layout? </em></p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/googles-new-layout/">How Google’s New Layout Predicts the Future of SEO</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <div class="feedflare"> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=AHelW-moSkk:tf7OT3uQB8o:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=AHelW-moSkk:tf7OT3uQB8o:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=AHelW-moSkk:tf7OT3uQB8o:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=AHelW-moSkk:tf7OT3uQB8o:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=AHelW-moSkk:tf7OT3uQB8o:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=AHelW-moSkk:tf7OT3uQB8o:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=AHelW-moSkk:tf7OT3uQB8o:D7DqB2pKExk"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=AHelW-moSkk:tf7OT3uQB8o:D7DqB2pKExk" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/KISSmetrics/~4/AHelW-moSkk" height="1" width="1" alt=""/> How to Use Twitter Media Studio to Improve Your Video Marketing https://www.socialmediaexaminer.com/how-to-use-twitter-media-studio-improve-video-marketing/ Social Media Examiner urn:uuid:2062b105-ff88-7050-bf87-c80f05933fe1 Tue, 14 May 2019 10:00:03 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/twitter-media-studio-video-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/twitter-media-studio-video-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/twitter-media-studio-video-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/twitter-media-studio-video-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/twitter-media-studio-video-how-to-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/twitter-media-studio-video-how-to-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want more views for your Twitter videos? Curious how Twitter Media Studio can help optimize your video tweets? In this article, you&#8217;ll learn how to use Twitter Media Studio to improve the performance of the videos you publish on Twitter. What Is Twitter Media Studio? With Twitter Media Studio, you can improve the videos you [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-use-twitter-media-studio-improve-video-marketing/">How to Use Twitter Media Studio to Improve Your Video Marketing</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> The New Moz Local Is on Its Way! http://tracking.feedpress.it/link/9375/11355863 Moz Blog urn:uuid:92e18802-0a49-871d-e003-7b1ce9f4a956 Tue, 14 May 2019 05:55:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/13017\">MiriamEllis</a></p><p>Exciting secrets can be so hard to keep. Finally, all of us at Moz have the green light to share with all of you a first glimpse of something we’ve been working on for months behind the scenes. Big inhale, big exhale...</p> <p><strong>Announcing: the new and improved Moz Local, to be rolled out beginning June 12!</strong></p> <h2>Why is Moz updating the Moz Local platform?</h2> <p>Local search has evolved from caterpillar to butterfly in the seven years since we launched Moz Local. I think we’ve spent the time well, intensively studying both Google’s trajectory and the feedback of enterprise, marketing agency, and SMB customers.</p> <p>Your generosity in telling us what you need as marketers has inspired us to action. Over the coming months, you’ll be seeing what Moz has learned reflected in a series of rollouts. Stage by stage, you’ll see that we’re planning to give our software the wings it needs to help you fully navigate the dynamic local search landscape and, in turn, grow your business. </p> <p>We hope you’ll keep gathering together with us to watch Moz Local take full flight — changes will only become more robust as we move forward.</p> <h2>What can I expect from this upgrade?</h2> <p>Beginning June 12th, Moz Local customers will experience a fresh look and feel in the Moz Local interface, plus these added capabilities:</p> <ul><li>New distribution partners to ensure your data is shared on the platforms that matter most in the evolving local search ecosystem</li><li>Listing status and real-time updates to know the precise status of your location data </li><li>Automated detection and permanent duplicate closure, taking the manual work out of the process and saving you significant time</li><li>Integrations with Google and Facebook to gain deeper insights, reporting, and management for your location’s profiles</li><li>An even better data clean-up process to ensure valid data is formatted properly for distribution</li><li>A new activity feed to alert you to any changes to your location’s listings</li><li>A suggestion engine to provide recommendations to increase accuracy, completeness, and consistency of your location data</li></ul> <p>Additional features available include:</p> <ul><li>Managing reviews of your locations to keep your finger on the pulse of what customers are saying</li><li>Social posting to engage with consumers and alert them to news, offers, and other updates</li><li>Store locator and landing pages to share location data easily with both customers and search engines (available for Moz Local customers with 100 or more locations)</li></ul> <p>Remember, this is just the beginning. There's more to come in 2019, and you can expect ongoing communications from us as further new feature sets emerge!</p> <h2>When is it happening?</h2> <p>We'll be rolling out all the new changes beginning on June 12th. As with some large changes, this update will take a few days to complete, so some people will see the changes immediately while for others it may take up to a week. By June 21st, everyone should be able to explore the new Moz Local experience! </p> <p>Don't worry —&nbsp;we'll have several more communications between now and then to help you prepare. Keep an eye out for our webinar and training materials to help ensure a smooth transition to the new Moz Local.</p> <h2 id="metrics">Are any metrics/scores changing?</h2> <p>Some of our reporting metrics will look different in the new Moz Local. We'll be sharing more information on these metrics and how to use them soon, but for now, here’s a quick overview of changes you can expect:</p> <ul><li><strong>Profile Completeness: </strong>Listing Score will be replaced by the improved Profile Completeness metric. This new feature will give you a better measurement of how complete your data is, what’s missing from it, and clear prompts to fill in any lacking information.</li><li><strong>Improved listing status reporting:</strong> Partner Accuracy Score will be replaced by improved reporting on listing status with all of our partners, including continuous information about the data they’ve received from us. You’ll be able to access an overview of your distribution network, so that you can see which sites your business is listed on. Plus, you’ll be able to go straight to the live listing with a single click.</li><li><strong>Visibility Index:</strong> Though they have similar names, Visibility Score is being replaced by something slightly different with the new and improved Visibility Index, which notates how the data you’ve provided us about a location matches or mismatches your information on your live listings.</li><li><strong>New ways to measure and act on listing reach:</strong> Reach Score will be leaving us in favor of even more relevant measurement via the Visibility Index and Profile Completeness metrics. The new Moz Local will include more actionable information to ensure your listings are accurate and complete.</li></ul> <h2>Other FAQs</h2> <p>You'll likely have questions if you’re a current Moz Local customer or are considering becoming one. Please check out <a href="https://moz.com/new-moz-local">our resource center</a> for further details, and feel free to <a href="https://moz.com/blog/new-moz-local#comments">leave us a question down in the comments</a> — we'll be on point to respond to any wonderings or concerns you might have! </p> <p align="center"><a href="https://moz.com/new-moz-local" class="button-primary large-cta blue" target="_blank">Head to the FAQs</a></p> <h2>Where is Moz heading with this?</h2> <p>As a veteran local SEO, I’m finding the developments taking place with our software particularly exciting because, like you, I see how local search and local search marketing have matured over the past decade.</p> <p>I’ve closely watched the best minds in our industry moving toward a holistic vision of how authenticity, customer engagement, data, analysis, and other factors underpin local business success. And we’ve all witnessed Google’s increasingly sophisticated presentation of local business information evolve and grow. It’s been quite a ride!</p> <p>At every level of local commerce, owners and marketers deserve tools that bring order out of what can seem like chaos. We believe you deserve software that yields strategy. As our CEO, Sarah Bird, <a href="https://thriveglobal.com/stories/tips-from-the-top-one-one-with-sarah-bird-ceo-of-moz/">recently said of Moz</a>,</p> <blockquote>“We are big believers in the power of local SEO.”</blockquote> <p>So the secret is finally out, and you can see where Moz is heading with the local side of our product lineup. It’s our serious plan to devote everything we’ve got into putting the power of local SEO into your hands. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p> <p>Posted by <a href=\"https://moz.com/community/users/13017\">MiriamEllis</a></p><p>Exciting secrets can be so hard to keep. Finally, all of us at Moz have the green light to share with all of you a first glimpse of something we’ve been working on for months behind the scenes. Big inhale, big exhale...</p> <p><strong>Announcing: the new and improved Moz Local, to be rolled out beginning June 12!</strong></p> <h2>Why is Moz updating the Moz Local platform?</h2> <p>Local search has evolved from caterpillar to butterfly in the seven years since we launched Moz Local. I think we’ve spent the time well, intensively studying both Google’s trajectory and the feedback of enterprise, marketing agency, and SMB customers.</p> <p>Your generosity in telling us what you need as marketers has inspired us to action. Over the coming months, you’ll be seeing what Moz has learned reflected in a series of rollouts. Stage by stage, you’ll see that we’re planning to give our software the wings it needs to help you fully navigate the dynamic local search landscape and, in turn, grow your business. </p> <p>We hope you’ll keep gathering together with us to watch Moz Local take full flight — changes will only become more robust as we move forward.</p> <h2>What can I expect from this upgrade?</h2> <p>Beginning June 12th, Moz Local customers will experience a fresh look and feel in the Moz Local interface, plus these added capabilities:</p> <ul><li>New distribution partners to ensure your data is shared on the platforms that matter most in the evolving local search ecosystem</li><li>Listing status and real-time updates to know the precise status of your location data </li><li>Automated detection and permanent duplicate closure, taking the manual work out of the process and saving you significant time</li><li>Integrations with Google and Facebook to gain deeper insights, reporting, and management for your location’s profiles</li><li>An even better data clean-up process to ensure valid data is formatted properly for distribution</li><li>A new activity feed to alert you to any changes to your location’s listings</li><li>A suggestion engine to provide recommendations to increase accuracy, completeness, and consistency of your location data</li></ul> <p>Additional features available include:</p> <ul><li>Managing reviews of your locations to keep your finger on the pulse of what customers are saying</li><li>Social posting to engage with consumers and alert them to news, offers, and other updates</li><li>Store locator and landing pages to share location data easily with both customers and search engines (available for Moz Local customers with 100 or more locations)</li></ul> <p>Remember, this is just the beginning. There's more to come in 2019, and you can expect ongoing communications from us as further new feature sets emerge!</p> <h2>When is it happening?</h2> <p>We'll be rolling out all the new changes beginning on June 12th. As with some large changes, this update will take a few days to complete, so some people will see the changes immediately while for others it may take up to a week. By June 21st, everyone should be able to explore the new Moz Local experience! </p> <p>Don't worry —&nbsp;we'll have several more communications between now and then to help you prepare. Keep an eye out for our webinar and training materials to help ensure a smooth transition to the new Moz Local.</p> <h2 id="metrics">Are any metrics/scores changing?</h2> <p>Some of our reporting metrics will look different in the new Moz Local. We'll be sharing more information on these metrics and how to use them soon, but for now, here’s a quick overview of changes you can expect:</p> <ul><li><strong>Profile Completeness: </strong>Listing Score will be replaced by the improved Profile Completeness metric. This new feature will give you a better measurement of how complete your data is, what’s missing from it, and clear prompts to fill in any lacking information.</li><li><strong>Improved listing status reporting:</strong> Partner Accuracy Score will be replaced by improved reporting on listing status with all of our partners, including continuous information about the data they’ve received from us. You’ll be able to access an overview of your distribution network, so that you can see which sites your business is listed on. Plus, you’ll be able to go straight to the live listing with a single click.</li><li><strong>Visibility Index:</strong> Though they have similar names, Visibility Score is being replaced by something slightly different with the new and improved Visibility Index, which notates how the data you’ve provided us about a location matches or mismatches your information on your live listings.</li><li><strong>New ways to measure and act on listing reach:</strong> Reach Score will be leaving us in favor of even more relevant measurement via the Visibility Index and Profile Completeness metrics. The new Moz Local will include more actionable information to ensure your listings are accurate and complete.</li></ul> <h2>Other FAQs</h2> <p>You'll likely have questions if you’re a current Moz Local customer or are considering becoming one. Please check out <a href="https://moz.com/new-moz-local">our resource center</a> for further details, and feel free to <a href="https://moz.com/blog/new-moz-local#comments">leave us a question down in the comments</a> — we'll be on point to respond to any wonderings or concerns you might have! </p> <p align="center"><a href="https://moz.com/new-moz-local" class="button-primary large-cta blue" target="_blank">Head to the FAQs</a></p> <h2>Where is Moz heading with this?</h2> <p>As a veteran local SEO, I’m finding the developments taking place with our software particularly exciting because, like you, I see how local search and local search marketing have matured over the past decade.</p> <p>I’ve closely watched the best minds in our industry moving toward a holistic vision of how authenticity, customer engagement, data, analysis, and other factors underpin local business success. And we’ve all witnessed Google’s increasingly sophisticated presentation of local business information evolve and grow. It’s been quite a ride!</p> <p>At every level of local commerce, owners and marketers deserve tools that bring order out of what can seem like chaos. We believe you deserve software that yields strategy. As our CEO, Sarah Bird, <a href="https://thriveglobal.com/stories/tips-from-the-top-one-one-with-sarah-bird-ceo-of-moz/">recently said of Moz</a>,</p> <blockquote>“We are big believers in the power of local SEO.”</blockquote> <p>So the secret is finally out, and you can see where Moz is heading with the local side of our product lineup. It’s our serious plan to devote everything we’ve got into putting the power of local SEO into your hands. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p><img src="http://feedpress.me/9375/11355863.gif" height="1" width="1"/> How Often Does Google Update Its Algorithm? http://tracking.feedpress.it/link/9375/11354949 Moz Blog urn:uuid:ec11e3af-43e4-9d70-b17d-6044e48cf5b3 Tue, 14 May 2019 00:01:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/22897\">Dr-Pete</a></p><p>In 2018, Google reported an incredible&nbsp;3,234 improvements to search. That's more than 8 times the number of updates they reported in 2009 — less than a decade ago — and an average of almost 9 per day. How have <a href="https://moz.com/google-algorithm-change">algorithm updates</a> evolved over the past decade, and how can we possibly keep tabs on all of them? Should we even try?</p> <p>To kick this off, here's a list of every confirmed count we have (sources at end of post):</p> <ul><li>2018&nbsp;– <strong>3,234</strong> "improvements"</li><li>2017&nbsp;– <strong>2,453</strong> "changes"</li><li>2016&nbsp;–&nbsp;<strong>1,653</strong> "improvements"</li><li>2013&nbsp;– <strong>890</strong> "improvements"</li><li>2012&nbsp;– <strong>665</strong> "launches"</li><li>2011&nbsp;– <strong>538</strong> "launches"</li><li>2010&nbsp;– <strong>516</strong> "changes"</li><li>2009&nbsp;– <strong>350–400</strong> "changes"</li></ul> <p>Unfortunately, we don't have confirmed data for 2014-2015 (if you know differently, please&nbsp;let me know in the comments).</p> <h2>A brief history of update counts</h2> <p>Our first peek into this data came in spring of 2010, when Google's <a href="https://www.youtube.com/watch?v=1_jm_isupFY">Matt Cutts revealed</a> that "on average, [Google] tends to roll out 350–400 things per year." It wasn't an exact number, but given that SEOs at the time (and to this day)&nbsp;were tracking at most dozens of algorithm changes, the idea of roughly one change per day was eye-opening.</p> <p>In fall of 2011, Eric Schmidt was called to testify before Congress, and revealed our first precise update count and an even more shocking scope of testing and changes:</p> <p class="box-bordered-top green">"To give you a sense of the scale of the changes that Google considers, in 2010 we conducted 13,311 precision evaluations to see whether proposed algorithm changes improved the quality of its search results, 8,157 side-by-side experiments where it presented two sets of search results to a panel of&nbsp;human testers and had the evaluators rank which set of results was better, and 2,800 click evaluations to see how a small sample of real-life Google users responded to the change. Ultimately, the process resulted in 516 changes that were determined to be useful to users based on the data&nbsp;and, therefore, were made to Google's algorithm."</p> <p>Later, Google would reveal similar data in an online feature called "How Search&nbsp;Works." Unfortunately, some of the earlier years are only available via the Internet Archive, but here's a screenshot from 2012:</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/how-many-updates-1-38374.png" data-image="30j2geq2grte" style="border: 0"></figure> <p></p> <p>Note that Google uses "launches" and "improvements" somewhat interchangeably. This diagram provided a fascinating peek into Google's process, and also revealed a startling jump from 13,311 precisions evaluations (changes that were shown to human evaluators) to 118,812 in just two years.</p> <h2>Is the Google algorithm heating up?</h2> <p>Since MozCast has kept the same keyword set since almost the beginning of data collection, we're able to make some long-term comparisons. The graph below represents five years of temperatures. Note that the system was originally tuned (in early 2012)&nbsp;to an average temperature of 70°F. The redder the bar, the hotter the temperature ...</p> <figure class="full-width"><a href="https://moz-static.s3.amazonaws.com/blog/how-many-updates-3.png?mtime=20190513142946" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/how-many-updates-2-8196.png" data-image="xof68i66s1cp" style="border: 0"></a><figcaption style="text-align: center"><a href="https://moz-static.s3.amazonaws.com/blog/how-many-updates-3.png?mtime=20190513142946">Click to open a high-resolution version in a new tab</a></figcaption></figure> <p>You'll notice that the temperature ranges aren't fixed — instead, I've split the label into eight roughly equal buckets (i.e. they represent the same number of days). This gives us a little more sensitivity in the more common ranges.<br></p> <p>The trend is pretty clear. The latter half of this 5-year timeframe has clearly been hotter than the first half. While warming trend is evident, though, it's not a steady increase over time like Google's update counts might suggest. Instead, we see a stark shift in the fall of 2016 and a very hot summer of 2017.&nbsp;More recently, we've actually seen signs of cooling. Below are the <strong>means</strong> and&nbsp;medians for each year (note that 2014 and 2019 are partial years):</p> <ul><li>2019 – <strong>83.7°</strong> /82.0°</li><li>2018 – <strong>89.9°</strong> /88.0°</li><li><strong></strong>2017 – <strong>94.0°</strong> /93.7°</li><li>2016 – <strong>75.1°</strong> /&nbsp;73.7°</li><li><strong></strong>2015 –&nbsp;<strong>62.9° </strong>/&nbsp;60.3°</li><li>2014 – <strong>65.8°</strong> / 65.9°</li></ul> <p>Note that search engine rankings are naturally noisy, and our error measurements tend to be large&nbsp;(making day-to-day changes hard to interpret). The difference from 2015 to 2017, however, is clearly significant.</p> <h2>Are there really 9 updates per day?</h2> <p>No, there are only 8.86 – feel better? Ok, that's probably not what you meant. Even back in 2009, Matt Cutts said something pretty interesting that seems to have been lost in the mists of time...</p> <p class="box-bordered-top green">"We might batch [algorithm changes] up and go to a meeting once a week where we talk about 8 or 10 or 12 or 6 different things that we would want to launch, but then after those get approved ... those will roll out as we can get them into production."</p> <p>In 2016, I did a <a href="https://moz.com/blog/can-we-predict-the-google-weather">study of algorithm flux</a> that demonstrated a weekly pattern evident during clearer episodes of ranking changes. From a software engineering standpoint, this just makes sense — updates have to be approved and tend to be rolled out in batches. So, while measuring a daily average may help illustrate the rate of change, it probably has very little basis in the reality of how Google handles algorithm updates.</p> <h2>Do all of these algo updates matter?</h2> <p>Some changes are small. Many improvements are likely not even things we in the SEO industry would consider "algorithm updates" — they could be new features, for example, or&nbsp;UI changes.</p> <p>As SERP verticals and features evolve, and new elements are added, there are also more moving parts subject to being fixed and improved. Local SEO, for example, has clearly seen an accelerated rate of change over the past 2-3 years. So, we'd naturally expect the overall rate of change to increase.<br><br>A lot of this is also in the eye of the beholder.&nbsp;Let's say Google makes an update to how they handle misspelled words in Korean. For most of us in the United States, that change isn't going to be actionable. If you're a Korean brand trying to rank for a commonly misspelled, high-volume term, this change could be huge. Some changes also are vertical-specific, representing radical change for one industry and little or no impact outside that niche.</p><p>On the other hand, you'll hear comments in the industry along the lines of "There are 3,000 changes per year; stop worrying about it!" To me that's like saying "The weather changes every day; stop worrying about it!" Yes, not every weather report is interesting, but I still want to know when it's going to snow or if there's a tornado coming my way. Recognizing that most updates won't affect you is fine, but it's a fallacy to stretch that into saying that no updates matter or that SEOs shouldn't care about algorithm changes.</p> <p>Ultimately, I believe it helps to know when major changes happen, if only to understand whether rankings shifted due something we did or something Google did. It's also clear that the rate of change has accelerated, no matter how you measure it, and there's no evidence to suggest that Google is slowing down.</p> <hr> <h3>Appendix A: Update count sources</h3> <p>2009 –&nbsp;Google's Matt Cutts, video (<a href="https://searchengineland.com/google-makes-one-change-per-day-to-search-algorithm-40508">Search Engine&nbsp;Land</a>)<br>2010 –&nbsp;Google's Eric Schmidt, testifying before Congress (<a href="https://searchengineland.com/figz/wp-content/seloads/2011/09/Eric-Schmidt-Testimony.pdf">Search&nbsp;Engine&nbsp;Land</a>)<br>2012 – Google's "How Search&nbsp;Works" page (<a href="https://web.archive.org/web/20130309103307/https://www.google.com/insidesearch/howsearchworks/algorithms.html">Internet Archive</a>)<br>2013 – Google's Amit Singhal, Google+&nbsp;(<a href="https://searchengineland.com/google-made-890-improvements-search-past-year-201065">Search&nbsp;Engine&nbsp;Land</a>)<br>2016 – Google's "How Search Works" page (<a href="https://web.archive.org/web/20171005025525/https://www.google.com/search/howsearchworks/mission/web-users/">Internet Archive</a>)<br>2017 –&nbsp;Unnamed Google employees (<a href="https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html">CNBC</a>)<br>2018&nbsp;– Google's "How Search Works" page (<a href="https://www.google.com/search/howsearchworks/mission/users/">Google.com</a>)<br></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p> <p>Posted by <a href=\"https://moz.com/community/users/22897\">Dr-Pete</a></p><p>In 2018, Google reported an incredible&nbsp;3,234 improvements to search. That's more than 8 times the number of updates they reported in 2009 — less than a decade ago — and an average of almost 9 per day. How have <a href="https://moz.com/google-algorithm-change">algorithm updates</a> evolved over the past decade, and how can we possibly keep tabs on all of them? Should we even try?</p> <p>To kick this off, here's a list of every confirmed count we have (sources at end of post):</p> <ul><li>2018&nbsp;– <strong>3,234</strong> "improvements"</li><li>2017&nbsp;– <strong>2,453</strong> "changes"</li><li>2016&nbsp;–&nbsp;<strong>1,653</strong> "improvements"</li><li>2013&nbsp;– <strong>890</strong> "improvements"</li><li>2012&nbsp;– <strong>665</strong> "launches"</li><li>2011&nbsp;– <strong>538</strong> "launches"</li><li>2010&nbsp;– <strong>516</strong> "changes"</li><li>2009&nbsp;– <strong>350–400</strong> "changes"</li></ul> <p>Unfortunately, we don't have confirmed data for 2014-2015 (if you know differently, please&nbsp;let me know in the comments).</p> <h2>A brief history of update counts</h2> <p>Our first peek into this data came in spring of 2010, when Google's <a href="https://www.youtube.com/watch?v=1_jm_isupFY">Matt Cutts revealed</a> that "on average, [Google] tends to roll out 350–400 things per year." It wasn't an exact number, but given that SEOs at the time (and to this day)&nbsp;were tracking at most dozens of algorithm changes, the idea of roughly one change per day was eye-opening.</p> <p>In fall of 2011, Eric Schmidt was called to testify before Congress, and revealed our first precise update count and an even more shocking scope of testing and changes:</p> <p class="box-bordered-top green">"To give you a sense of the scale of the changes that Google considers, in 2010 we conducted 13,311 precision evaluations to see whether proposed algorithm changes improved the quality of its search results, 8,157 side-by-side experiments where it presented two sets of search results to a panel of&nbsp;human testers and had the evaluators rank which set of results was better, and 2,800 click evaluations to see how a small sample of real-life Google users responded to the change. Ultimately, the process resulted in 516 changes that were determined to be useful to users based on the data&nbsp;and, therefore, were made to Google's algorithm."</p> <p>Later, Google would reveal similar data in an online feature called "How Search&nbsp;Works." Unfortunately, some of the earlier years are only available via the Internet Archive, but here's a screenshot from 2012:</p> <figure class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/how-many-updates-1-38374.png" data-image="30j2geq2grte" style="border: 0"></figure> <p></p> <p>Note that Google uses "launches" and "improvements" somewhat interchangeably. This diagram provided a fascinating peek into Google's process, and also revealed a startling jump from 13,311 precisions evaluations (changes that were shown to human evaluators) to 118,812 in just two years.</p> <h2>Is the Google algorithm heating up?</h2> <p>Since MozCast has kept the same keyword set since almost the beginning of data collection, we're able to make some long-term comparisons. The graph below represents five years of temperatures. Note that the system was originally tuned (in early 2012)&nbsp;to an average temperature of 70°F. The redder the bar, the hotter the temperature ...</p> <figure class="full-width"><a href="https://moz-static.s3.amazonaws.com/blog/how-many-updates-3.png?mtime=20190513142946" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/how-many-updates-2-8196.png" data-image="xof68i66s1cp" style="border: 0"></a><figcaption style="text-align: center"><a href="https://moz-static.s3.amazonaws.com/blog/how-many-updates-3.png?mtime=20190513142946">Click to open a high-resolution version in a new tab</a></figcaption></figure> <p>You'll notice that the temperature ranges aren't fixed — instead, I've split the label into eight roughly equal buckets (i.e. they represent the same number of days). This gives us a little more sensitivity in the more common ranges.<br></p> <p>The trend is pretty clear. The latter half of this 5-year timeframe has clearly been hotter than the first half. While warming trend is evident, though, it's not a steady increase over time like Google's update counts might suggest. Instead, we see a stark shift in the fall of 2016 and a very hot summer of 2017.&nbsp;More recently, we've actually seen signs of cooling. Below are the <strong>means</strong> and&nbsp;medians for each year (note that 2014 and 2019 are partial years):</p> <ul><li>2019 – <strong>83.7°</strong> /82.0°</li><li>2018 – <strong>89.9°</strong> /88.0°</li><li><strong></strong>2017 – <strong>94.0°</strong> /93.7°</li><li>2016 – <strong>75.1°</strong> /&nbsp;73.7°</li><li><strong></strong>2015 –&nbsp;<strong>62.9° </strong>/&nbsp;60.3°</li><li>2014 – <strong>65.8°</strong> / 65.9°</li></ul> <p>Note that search engine rankings are naturally noisy, and our error measurements tend to be large&nbsp;(making day-to-day changes hard to interpret). The difference from 2015 to 2017, however, is clearly significant.</p> <h2>Are there really 9 updates per day?</h2> <p>No, there are only 8.86 – feel better? Ok, that's probably not what you meant. Even back in 2009, Matt Cutts said something pretty interesting that seems to have been lost in the mists of time...</p> <p class="box-bordered-top green">"We might batch [algorithm changes] up and go to a meeting once a week where we talk about 8 or 10 or 12 or 6 different things that we would want to launch, but then after those get approved ... those will roll out as we can get them into production."</p> <p>In 2016, I did a <a href="https://moz.com/blog/can-we-predict-the-google-weather">study of algorithm flux</a> that demonstrated a weekly pattern evident during clearer episodes of ranking changes. From a software engineering standpoint, this just makes sense — updates have to be approved and tend to be rolled out in batches. So, while measuring a daily average may help illustrate the rate of change, it probably has very little basis in the reality of how Google handles algorithm updates.</p> <h2>Do all of these algo updates matter?</h2> <p>Some changes are small. Many improvements are likely not even things we in the SEO industry would consider "algorithm updates" — they could be new features, for example, or&nbsp;UI changes.</p> <p>As SERP verticals and features evolve, and new elements are added, there are also more moving parts subject to being fixed and improved. Local SEO, for example, has clearly seen an accelerated rate of change over the past 2-3 years. So, we'd naturally expect the overall rate of change to increase.<br><br>A lot of this is also in the eye of the beholder.&nbsp;Let's say Google makes an update to how they handle misspelled words in Korean. For most of us in the United States, that change isn't going to be actionable. If you're a Korean brand trying to rank for a commonly misspelled, high-volume term, this change could be huge. Some changes also are vertical-specific, representing radical change for one industry and little or no impact outside that niche.</p><p>On the other hand, you'll hear comments in the industry along the lines of "There are 3,000 changes per year; stop worrying about it!" To me that's like saying "The weather changes every day; stop worrying about it!" Yes, not every weather report is interesting, but I still want to know when it's going to snow or if there's a tornado coming my way. Recognizing that most updates won't affect you is fine, but it's a fallacy to stretch that into saying that no updates matter or that SEOs shouldn't care about algorithm changes.</p> <p>Ultimately, I believe it helps to know when major changes happen, if only to understand whether rankings shifted due something we did or something Google did. It's also clear that the rate of change has accelerated, no matter how you measure it, and there's no evidence to suggest that Google is slowing down.</p> <hr> <h3>Appendix A: Update count sources</h3> <p>2009 –&nbsp;Google's Matt Cutts, video (<a href="https://searchengineland.com/google-makes-one-change-per-day-to-search-algorithm-40508">Search Engine&nbsp;Land</a>)<br>2010 –&nbsp;Google's Eric Schmidt, testifying before Congress (<a href="https://searchengineland.com/figz/wp-content/seloads/2011/09/Eric-Schmidt-Testimony.pdf">Search&nbsp;Engine&nbsp;Land</a>)<br>2012 – Google's "How Search&nbsp;Works" page (<a href="https://web.archive.org/web/20130309103307/https://www.google.com/insidesearch/howsearchworks/algorithms.html">Internet Archive</a>)<br>2013 – Google's Amit Singhal, Google+&nbsp;(<a href="https://searchengineland.com/google-made-890-improvements-search-past-year-201065">Search&nbsp;Engine&nbsp;Land</a>)<br>2016 – Google's "How Search Works" page (<a href="https://web.archive.org/web/20171005025525/https://www.google.com/search/howsearchworks/mission/web-users/">Internet Archive</a>)<br>2017 –&nbsp;Unnamed Google employees (<a href="https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html">CNBC</a>)<br>2018&nbsp;– Google's "How Search Works" page (<a href="https://www.google.com/search/howsearchworks/mission/users/">Google.com</a>)<br></p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, 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!</p><img src="http://feedpress.me/9375/11354949.gif" height="1" width="1"/> How to Research Your Competitors’ Facebook Ads https://www.socialmediaexaminer.com/how-to-research-competitors-facebook-ads/ Social Media Examiner urn:uuid:b6ec27c9-4798-c7e9-5632-8d6b8121d634 Mon, 13 May 2019 10:00:46 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ads-competitor-research-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ads-competitor-research-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ads-competitor-research-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ads-competitor-research-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ads-competitor-research-how-to-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/facebook-ads-competitor-research-how-to-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to know more about your competitors&#8217; Facebook ad campaigns? Wondering how to study their ad strategy? In this article, you&#8217;ll discover six ways to research your competitors&#8217; Facebook advertising campaigns and discover creative ideas for your next Facebook ads. #1: Build a Facebook Ad Swipe File A swipe file is a place where you [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-research-competitors-facebook-ads/">How to Research Your Competitors&#8217; Facebook Ads</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> SEO &amp; Progressive Web Apps: Looking to the Future http://tracking.feedpress.it/link/9375/11351237 Moz Blog urn:uuid:fe11afdf-6a02-ff4d-ebbd-7ed37bece7d2 Mon, 13 May 2019 00:03:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/10671287\">tombennet</a></p><p><br>Practitioners of SEO have always been mistrustful of JavaScript.</p> <p>This is partly based on experience; the ability of search engines to discover, crawl, and accurately index content which is heavily reliant on JavaScript has historically been poor. But it’s also habitual, born of a general wariness towards JavaScript in all its forms that isn’t based on understanding or experience. This manifests itself as dependence on traditional SEO techniques that have not been relevant for years, and a conviction that to be good at technical SEO does not require an understanding of modern web development.</p> <p>As Mike King wrote in his post <a href="https://moz.com/blog/the-technical-seo-renaissance">The Technical SEO Renaissance</a>, these attitudes are contributing to “an ever-growing technical knowledge gap within SEO as a marketing field, making it difficult for many SEOs to solve our new problems”. They also put SEO practitioners at risk of being left behind, since too many of us refuse to explore – let alone embrace – technologies such as Progressive Web Apps (PWAs), modern JavaScript frameworks, and other such advancements which are increasingly being seen as the future of the web.</p> <p>In this article, I’ll be taking a fresh look at PWAs. As well as exploring implications for both SEO and usability, I’ll be showcasing some modern frameworks and build tools which you may not have heard of, and suggesting ways in which we need to adapt if we’re to put ourselves at the technological forefront of the web.</p> <h2><strong>1. Recap: PWAs, SPAs, and service workers</strong></h2> <p>Progressive Web Apps are essentially websites which provide <strong>a user experience akin to that of a native app</strong>. Features like push notifications enable easy re-engagement with your audience, while users can add their favorite sites to their home screen without the complication of app stores. PWAs can continue to function offline or on low-quality networks, and they allow a top-level, full-screen experience on mobile devices which is closer to that offered by native iOS and Android apps.</p> <p>Best of all, PWAs do this while retaining - and even enhancing - the fundamentally <strong>open and accessible nature of the web</strong>. As suggested by the name they are <em>progressive</em> and <em>responsive</em>, designed to function for every user regardless of their choice of browser or device. They can also be kept up-to-date automatically and — as we shall see — are <em>discoverable</em> and <em>linkable</em> like traditional websites. Finally, it’s not all or nothing: existing websites can deploy a limited subset of these technologies (using a simple service worker) and start reaping the benefits immediately.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/offline-56930.jpg" data-image="fe9rap9zo5p9"></figure> <p>The spec is still fairly young, and naturally, there are areas which need work, but that doesn’t stop them from being one of the biggest advancements in the capabilities of the web in a decade. Adoption of PWAs is growing rapidly, and organizations are discovering the myriad of <a href="https://www.pwastats.com/">real-world business goals</a> they can impact.</p> <p>You can read more about the features and requirements of PWAs over on <a href="https://developers.google.com/web/progressive-web-apps/">Google Developers</a>, but two of the key technologies which make PWAs possible are:</p> <ul> <li><strong>App Shell Architecture</strong>: Commonly achieved using a JavaScript framework like React or Angular, this refers to a way of building single page apps (SPAs) which separates logic from the actual content. Think of the app shell as the minimal HTML, CSS, and JS your app needs to function; a skeleton of your UI which can be cached.</li> <li><strong>Service Workers</strong>: A special script that your browser runs in the background, separate from your page. It essentially acts as a proxy, intercepting and handling network requests from your page programmatically.</li> </ul> <p>Note that these technologies are not mutually exclusive; the single page app model (brought to maturity with AngularJS in 2010) obviously predates service workers and PWAs by some time. As we shall see, it’s also entirely possible to create a PWA which isn’t built as a single page app. For the purposes of this article, however, we’re going to be focusing on the ‘typical’ approach to developing modern PWAs, <strong>exploring the SEO implications — and opportunities —</strong> faced by teams that choose to join the rapidly-growing number of organizations that make use of the <strong>two technologies described above</strong>.</p> <p>We’ll start with the app shell architecture and the rendering implications of the single page app model.</p> <h2><strong>2. The app shell architecture</strong></h2> <h3><strong>URLs</strong></h3> <p>In a nutshell, the app shell architecture involves aggressively caching static assets (the bare minimum of UI and functionality) and then loading the actual content dynamically, using JavaScript. Most modern JavaScript SPA frameworks encourage something resembling this approach, and the separation of logic and content in this way benefits both <strong>speed and usability</strong>. Interactions feel instantaneous, much like those on a native app, and data usage can be highly economical.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/appshell-52680.jpg" data-image="02hofx1e7ico"></figure> <p><em>Credit to </em><a href="https://developers.google.com/web/fundamentals/architecture/app-shell"><em>https://developers.google.com/web/fundamentals/architecture/app-shell</em></a></p> <p>As I alluded to in the introduction, <strong>a heavy reliance on client-side JavaScript is a problem for SEO</strong>. Historically, many of these issues centered around the fact that while search crawlers require unique URLs to discover and index content, single page apps <em>don’t need to change the URL</em> for each state of the application or website (hence the phrase ‘single page’). The reliance on fragment identifiers — which aren’t sent as part of an HTTP request — to dynamically manipulate content without reloading the page was a major headache for SEO. Legacy solutions involved replacing the hash with a so-called hashbang (#!) and the _escaped_fragment_ parameter, a hack which has long-since been deprecated and which we won’t be exploring today.</p> <p>Thanks to the <strong>HTML5 history API</strong> and pushState method, we now have a better solution. The browser’s URL bar can be changed using JavaScript without reloading the page, thereby keeping it in sync with the state of your application or site and allowing the user to make effective use of the browser’s ‘back’ button. While this solution isn’t a magic bullet — your server must be configured to respond to requests for these deep URLs by loading the app in its correct initial state — it does provide us with the tools to solve the problem of URLs in SPAs.</p> <pre>// Run this in your console to modify the URL in your // browser - note that the page doesn't actually reload. history.pushState(null, "Page 2", "/page2.html");</pre> <p>The bigger problem facing SEO today is actually much easier to understand: <strong>rendering content</strong>, namely <em>when</em> and <em>how</em> it gets done.</p> <h3><strong>Rendering content</strong></h3> <p>Note that when I refer to rendering here, I’m referring to the process of <strong>constructing the HTML</strong>. We’re focusing on how the actual <em>content</em> gets to the browser, not the process of drawing pixels to the screen.</p> <p>In the early days of the web, things were simpler on this front. The server would typically return all the HTML that was necessary to render a page. Nowadays, however, many sites which utilize a single page app framework deliver only minimal HTML from the server and delegate the heavy lifting to the client (be that a user or a bot). Given the scale of the web this requires <em>a lot</em> of time and computational resource, and as Google made clear at its I/O conference in 2018, this poses a major problem for search engines:</p> <p><em>“The rendering of JavaScript-powered websites in Google Search is deferred until Googlebot has resources available to process that content.”</em></p> <p>On larger sites, this second wave of indexation can sometimes be delayed for <strong>several days</strong>. On top of this, you are likely to encounter a myriad of problems with crucial information like canonical tags and metadata being missed completely. I would highly recommend watching <a href="https://www.youtube.com/watch?v=PFwUbgvpdaQ">the video of Google’s excellent talk on this subject</a> for a rundown of some of the challenges faced by modern search crawlers.</p> <p>Google is one of the very few search engines that renders JavaScript at all. What’s more, it does so using a <a href="https://developers.google.com/search/docs/guides/rendering">web rendering service</a> that until very recently was <a href="https://webmasters.googleblog.com/2019/05/the-new-evergreen-googlebot.html">based on Chrome 41</a> (released in 2015). Obviously, this has implications outside of just single page apps, and <strong>the wider subject of JavaScript SEO is a fascinating area</strong> right now. Rachel Costello’s <a href="https://marketing.deepcrawl.com/acton/media/31628/javascript-seo-white-paper">recent white paper on JavaScript SEO</a> is the best resource I’ve read on the subject, and it includes contributions from other experts like Bartosz Góralewicz, Alexis Sanders, Addy Osmani, and a great many more.</p> <p>For the purposes of this article, the key takeaway here is that in 2019 you cannot rely on search engines to accurately crawl and render your JavaScript-dependent web app. If your content is rendered client-side, it will be resource-intensive for Google to crawl, and your site will underperform in search. No matter what you’ve heard to the contrary, <strong>if organic search is a valuable channel for your website, you need to make provisions for server-side rendering.</strong></p> <p>But server-side rendering is a concept which is frequently misunderstood…</p> <h3><strong> “Implement server-side rendering”</strong></h3> <p>This is a common SEO audit recommendation which I often hear thrown around as if it were a self-contained, easily-actioned solution. At best it’s an oversimplification of an enormous technical undertaking, and at worst it’s a misunderstanding of what’s possible/necessary/beneficial for the website in question. Server-side rendering is an <em>outcome</em> of many possible setups and can be achieved in many different ways; ultimately, though, we’re concerned with <strong>getting our server to return static HTML</strong>.</p> <p>So, what are our options? Let’s break down the concept of server-side rendered content a little and explore our options. These are the high-level approaches which Google outlined at the aforementioned I/O conference:</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/dynamic-rendering-370510.jpg" data-image="bwi8q71p9d46"></figure> <ul> <li><strong>Dynamic Rendering</strong> — Here, normal browsers get the ‘standard’ web app which requires client-side rendering while bots (such as Googlebot and social media services) are served with static snapshots. This involves adding an additional step onto your server infrastructure, namely a service which fetches your web app, renders the content, then returns that static HTML to bots based on their user agent (i.e. UA sniffing). Historically this was done with a service like PhantomJS (now deprecated and no longer developed), while today Puppeteer (headless Chrome) can perform a similar function. The main advantage is that <strong>it can often be bolted into your existing infrastructure</strong>.</li> </ul> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/hybrid-rendering-261777.jpg" data-image="cjngljmwk326"></figure> <ul> <li><strong>Hybrid Rendering</strong> — This is Google’s long-term recommendation, and it’s absolutely the way to go for newer site builds. In short, everyone — bots and humans — get the initial view served as fully-rendered static HTML. Crawlers can continue to request URLs in this way and will get static content each time, while on normal browsers, JavaScript takes over after the initial page load. This is a great solution <em>in theory</em>, and comes with many other advantages for speed and usability too; more on that soon.</li> </ul> <p>The latter is cleaner, doesn’t involve UA sniffing, and is Google’s long-term recommendation. It’s also worth clarifying that ‘hybrid rendering’ is not a single solution — it’s an outcome of many possible approaches to making static prerendered content available server-side. Let’s break down how a couple of ways such an outcome can be achieved.</p> <h3><strong>Isomorphic/universal apps</strong></h3> <p>This is one way in which you might achieve a ‘hybrid rendering’ setup. Isomorphic applications use JavaScript which runs on both <a href="https://developers.google.com/web/updates/2019/02/rendering-on-the-web#server-rendering">the server and the client</a>. This is made possible thanks to the advent of Node.js, which - among many other things - allows developers to write code which can run on the backend as well as in the browser.</p> <p>Typically you’ll configure your framework (React, Angular Universal, whatever) to run on a Node server, prerendering some or all of the HTML before it’s sent to the client. Your server must, therefore, be configured to respond to deep URLs by rendering HTML for the appropriate page. In normal browsers, this is the point at which the client-side application will seamlessly take over. The server-rendered static HTML for the initial view is ‘rehydrated’ (brilliant term) by the browser, turning it back into a single page app and executing subsequent navigation events with JavaScript.</p> <p>Done well, this setup can be fantastic since it offers the usability benefits of client-side rendering, the SEO advantages of server-side rendering, and a rapid first paint (even if Time to Interactive is often negatively impacted by the rehydration as JS kicks in). For fear of oversimplifying the task, I won’t go into too much more detail here, but the key point is that while isomorphic JavaScript / true server-side rendering can be a powerful solution, <strong>it is often enormously complex to set up</strong>.</p> <p>So, what other options are there? If you can’t justify the time or expense of a full isomorphic setup, or if it's simply overkill for what you’re trying to achieve, are there any other ways you can <strong>reap the benefits of the single page app model — and hybrid rendering setup — without sabotaging your SEO</strong>?</p> <h3><strong>Prerendering/JAMstack</strong></h3> <p>Having rendered content available server-side doesn’t necessarily mean that the <em>rendering process itself</em> needs to happen on the server. All we need is for rendered HTML to be there, ready to serve to the client; the rendering process itself can happen anywhere you like. With a <strong>JAMstack approach</strong>, rendering of your content into HTML happens as part of your build process.</p> <p><a href="https://builtvisible.com/go-static-try-jamstack/">I’ve written about the JAMstack approach before</a>. By way of a quick primer, the term stands for <em>JavaScript, APIs, </em>and <em>markup</em>, and it describes a way of building complex websites without server-side software. The process of assembling a site from front-end component parts — a task a traditional site might achieve with WordPress and PHP — is executed as part of the build process, while interactivity is handled client-side using JavaScript and APIs.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/ssg-diagram-53379.jpg" data-image="yibx2i8ylv4v"></figure> <p>Think of it this way: <em>everything</em> lives in your Git repository. Your content is stored as plain text markdown files (editable via a headless CMS or other API-based solution) and your page templates and assembly logic are written in Go, JavaScript, Ruby, or whatever language your preferred site generator happens to use. Your site can be built into static HTML on any computer with the appropriate set of command line tools&nbsp;<em>before</em> it’s hosted anywhere. The resulting set of easily-cached static files can often be securely hosted on a CDN for next to nothing.</p> <p>I honestly think static site generators - or rather the principles and technologies which underpin them — are the future. There’s every chance I’m wrong about this, but the power and flexibility of the approach should be clear to anyone who’s used modern npm-based automation software like Gulp or Webpack to author their CSS or JavaScript. I’d challenge anyone to test the deep Git integration offered by specialist webhost <a href="https://www.netlify.com/features/">Netlify</a> in a real-world project and still think that the JAMstack approach is a fad.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/static-gen-stars-87609.jpg" data-image="yztq36anb5bt"><figcaption>The popularity of static site generators on GitHub, generated using https://stars.przemeknowak.com</figcaption></figure> <p>The significance of a JAMstack setup to our discussion of single page apps and prerendering should be fairly obvious. If our static site generator can assemble HTML based on templates written in Liquid or Handlebars, why can’t it do the same with JavaScript?</p> <p>There is a new breed of static site generator which does just this. Frequently powered by React or Vue.js, these programs allow developers to build websites using cutting-edge JavaScript frameworks and can easily be configured to output SEO-friendly, static HTML for each page (or ‘route’). Each of these HTML files is <em>fully rendered content</em>, ready for consumption by humans and bots, and serves as an entry point into a complete client-side application (i.e. a single page app). This is a perfect execution of what Google termed “hybrid rendering”, though the precise nature of the pre-rendering process sets it quite apart from an isomorphic setup.</p> <p>A great example is <a href="https://www.gatsbyjs.org/">GatsbyJS</a>, which is built in <a href="https://reactjs.org/">React</a> and <a href="https://graphql.org/">GraphQL</a>. I won’t go into too much detail, but I would encourage everyone who’s read this far to check out their homepage and <a href="https://www.gatsbyjs.org/docs/">excellent documentation</a>. It’s a well-supported tool with a reasonable learning curve, an active community (a feature-packed v2.0 was released in September), an extensible plugin-based architecture, rich integrations with many CMSs, and it allows developers to utilize modern frameworks like React without sabotaging their SEO. There’s also <a href="https://gridsome.org/">Gridsome</a>, based on <a href="https://vuejs.org/">VueJS</a>, and <a href="https://medium.com/@tannerlinsley/%EF%B8%8F-introducing-react-static-a-progressive-static-site-framework-for-react-3470d2a51ebc">React Static</a> which — you guessed it — uses React.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/nike-1075318.jpg" data-image="vafsb8c0o9yf"><figcaption>Nike’s recent Just Do It campaign, which utilized the React-powered static site generator GatsbyJS and is hosted on Netlify.</figcaption></figure> <p><br><strong>Enterprise-level adoption</strong> of these platforms looks set to grow; GatsbyJS was used by Nike for their <a href="https://justdoit.nike.com/">Just Do It</a> campaign, Airbnb for their engineering site <a href="https://airbnb.io/">airbnb.io</a>, and <a href="https://ca.braun.com/en-ca">Braun</a> have even used it to power a major e-commerce site. Finally, our friends at <a href="https://www.seomonitor.com/">SEOmonitor</a> used it to power their new website.</p> <p>But that’s enough about single page apps and JavaScript rendering for now. It’s time we explored the second of our two key technologies underpinning PWAs. <em>Promise</em> you’ll stay with me to the end (haha, nerd joke), because it’s time to explore Service Workers.</p> <h2><strong>3. Service Workers</strong></h2> <p>First of all, I should clarify that the two technologies we’re exploring — SPAs and service workers — are <strong>not mutually exclusive</strong>. Together they underpin what we commonly refer to as a Progressive Web App, yes, but it’s also possible to have a <a href="https://developers.google.com/web/updates/2018/05/beyond-spa">PWA which isn’t an SPA</a>. You could also integrate a service worker into a traditional static website (i.e. one without any client-side rendered content), which is something I believe we’ll see happening a lot more in the near future. Finally, service workers operate in tandem with other technologies like the <a href="https://developers.google.com/web/fundamentals/web-app-manifest/">Web App Manifest</a>, something that my colleague Maria recently explored in more detail in <a href="https://builtvisible.com/progressive-web-app-seo/#four-key-technologies">her excellent guide</a> to PWAs and SEO.</p> <p>Ultimately, though, <strong>it is service workers which make the most exciting features of PWAs possible</strong>. They’re one of the most significant changes to the web platform in its history, and everyone whose job involves building, maintaining, or auditing a website <em>needs</em> to be aware of this powerful new se <p>Posted by <a href=\"https://moz.com/community/users/10671287\">tombennet</a></p><p><br>Practitioners of SEO have always been mistrustful of JavaScript.</p> <p>This is partly based on experience; the ability of search engines to discover, crawl, and accurately index content which is heavily reliant on JavaScript has historically been poor. But it’s also habitual, born of a general wariness towards JavaScript in all its forms that isn’t based on understanding or experience. This manifests itself as dependence on traditional SEO techniques that have not been relevant for years, and a conviction that to be good at technical SEO does not require an understanding of modern web development.</p> <p>As Mike King wrote in his post <a href="https://moz.com/blog/the-technical-seo-renaissance">The Technical SEO Renaissance</a>, these attitudes are contributing to “an ever-growing technical knowledge gap within SEO as a marketing field, making it difficult for many SEOs to solve our new problems”. They also put SEO practitioners at risk of being left behind, since too many of us refuse to explore – let alone embrace – technologies such as Progressive Web Apps (PWAs), modern JavaScript frameworks, and other such advancements which are increasingly being seen as the future of the web.</p> <p>In this article, I’ll be taking a fresh look at PWAs. As well as exploring implications for both SEO and usability, I’ll be showcasing some modern frameworks and build tools which you may not have heard of, and suggesting ways in which we need to adapt if we’re to put ourselves at the technological forefront of the web.</p> <h2><strong>1. Recap: PWAs, SPAs, and service workers</strong></h2> <p>Progressive Web Apps are essentially websites which provide <strong>a user experience akin to that of a native app</strong>. Features like push notifications enable easy re-engagement with your audience, while users can add their favorite sites to their home screen without the complication of app stores. PWAs can continue to function offline or on low-quality networks, and they allow a top-level, full-screen experience on mobile devices which is closer to that offered by native iOS and Android apps.</p> <p>Best of all, PWAs do this while retaining - and even enhancing - the fundamentally <strong>open and accessible nature of the web</strong>. As suggested by the name they are <em>progressive</em> and <em>responsive</em>, designed to function for every user regardless of their choice of browser or device. They can also be kept up-to-date automatically and — as we shall see — are <em>discoverable</em> and <em>linkable</em> like traditional websites. Finally, it’s not all or nothing: existing websites can deploy a limited subset of these technologies (using a simple service worker) and start reaping the benefits immediately.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/offline-56930.jpg" data-image="fe9rap9zo5p9"></figure> <p>The spec is still fairly young, and naturally, there are areas which need work, but that doesn’t stop them from being one of the biggest advancements in the capabilities of the web in a decade. Adoption of PWAs is growing rapidly, and organizations are discovering the myriad of <a href="https://www.pwastats.com/">real-world business goals</a> they can impact.</p> <p>You can read more about the features and requirements of PWAs over on <a href="https://developers.google.com/web/progressive-web-apps/">Google Developers</a>, but two of the key technologies which make PWAs possible are:</p> <ul> <li><strong>App Shell Architecture</strong>: Commonly achieved using a JavaScript framework like React or Angular, this refers to a way of building single page apps (SPAs) which separates logic from the actual content. Think of the app shell as the minimal HTML, CSS, and JS your app needs to function; a skeleton of your UI which can be cached.</li> <li><strong>Service Workers</strong>: A special script that your browser runs in the background, separate from your page. It essentially acts as a proxy, intercepting and handling network requests from your page programmatically.</li> </ul> <p>Note that these technologies are not mutually exclusive; the single page app model (brought to maturity with AngularJS in 2010) obviously predates service workers and PWAs by some time. As we shall see, it’s also entirely possible to create a PWA which isn’t built as a single page app. For the purposes of this article, however, we’re going to be focusing on the ‘typical’ approach to developing modern PWAs, <strong>exploring the SEO implications — and opportunities —</strong> faced by teams that choose to join the rapidly-growing number of organizations that make use of the <strong>two technologies described above</strong>.</p> <p>We’ll start with the app shell architecture and the rendering implications of the single page app model.</p> <h2><strong>2. The app shell architecture</strong></h2> <h3><strong>URLs</strong></h3> <p>In a nutshell, the app shell architecture involves aggressively caching static assets (the bare minimum of UI and functionality) and then loading the actual content dynamically, using JavaScript. Most modern JavaScript SPA frameworks encourage something resembling this approach, and the separation of logic and content in this way benefits both <strong>speed and usability</strong>. Interactions feel instantaneous, much like those on a native app, and data usage can be highly economical.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/appshell-52680.jpg" data-image="02hofx1e7ico"></figure> <p><em>Credit to </em><a href="https://developers.google.com/web/fundamentals/architecture/app-shell"><em>https://developers.google.com/web/fundamentals/architecture/app-shell</em></a></p> <p>As I alluded to in the introduction, <strong>a heavy reliance on client-side JavaScript is a problem for SEO</strong>. Historically, many of these issues centered around the fact that while search crawlers require unique URLs to discover and index content, single page apps <em>don’t need to change the URL</em> for each state of the application or website (hence the phrase ‘single page’). The reliance on fragment identifiers — which aren’t sent as part of an HTTP request — to dynamically manipulate content without reloading the page was a major headache for SEO. Legacy solutions involved replacing the hash with a so-called hashbang (#!) and the _escaped_fragment_ parameter, a hack which has long-since been deprecated and which we won’t be exploring today.</p> <p>Thanks to the <strong>HTML5 history API</strong> and pushState method, we now have a better solution. The browser’s URL bar can be changed using JavaScript without reloading the page, thereby keeping it in sync with the state of your application or site and allowing the user to make effective use of the browser’s ‘back’ button. While this solution isn’t a magic bullet — your server must be configured to respond to requests for these deep URLs by loading the app in its correct initial state — it does provide us with the tools to solve the problem of URLs in SPAs.</p> <pre>// Run this in your console to modify the URL in your // browser - note that the page doesn't actually reload. history.pushState(null, "Page 2", "/page2.html");</pre> <p>The bigger problem facing SEO today is actually much easier to understand: <strong>rendering content</strong>, namely <em>when</em> and <em>how</em> it gets done.</p> <h3><strong>Rendering content</strong></h3> <p>Note that when I refer to rendering here, I’m referring to the process of <strong>constructing the HTML</strong>. We’re focusing on how the actual <em>content</em> gets to the browser, not the process of drawing pixels to the screen.</p> <p>In the early days of the web, things were simpler on this front. The server would typically return all the HTML that was necessary to render a page. Nowadays, however, many sites which utilize a single page app framework deliver only minimal HTML from the server and delegate the heavy lifting to the client (be that a user or a bot). Given the scale of the web this requires <em>a lot</em> of time and computational resource, and as Google made clear at its I/O conference in 2018, this poses a major problem for search engines:</p> <p><em>“The rendering of JavaScript-powered websites in Google Search is deferred until Googlebot has resources available to process that content.”</em></p> <p>On larger sites, this second wave of indexation can sometimes be delayed for <strong>several days</strong>. On top of this, you are likely to encounter a myriad of problems with crucial information like canonical tags and metadata being missed completely. I would highly recommend watching <a href="https://www.youtube.com/watch?v=PFwUbgvpdaQ">the video of Google’s excellent talk on this subject</a> for a rundown of some of the challenges faced by modern search crawlers.</p> <p>Google is one of the very few search engines that renders JavaScript at all. What’s more, it does so using a <a href="https://developers.google.com/search/docs/guides/rendering">web rendering service</a> that until very recently was <a href="https://webmasters.googleblog.com/2019/05/the-new-evergreen-googlebot.html">based on Chrome 41</a> (released in 2015). Obviously, this has implications outside of just single page apps, and <strong>the wider subject of JavaScript SEO is a fascinating area</strong> right now. Rachel Costello’s <a href="https://marketing.deepcrawl.com/acton/media/31628/javascript-seo-white-paper">recent white paper on JavaScript SEO</a> is the best resource I’ve read on the subject, and it includes contributions from other experts like Bartosz Góralewicz, Alexis Sanders, Addy Osmani, and a great many more.</p> <p>For the purposes of this article, the key takeaway here is that in 2019 you cannot rely on search engines to accurately crawl and render your JavaScript-dependent web app. If your content is rendered client-side, it will be resource-intensive for Google to crawl, and your site will underperform in search. No matter what you’ve heard to the contrary, <strong>if organic search is a valuable channel for your website, you need to make provisions for server-side rendering.</strong></p> <p>But server-side rendering is a concept which is frequently misunderstood…</p> <h3><strong> “Implement server-side rendering”</strong></h3> <p>This is a common SEO audit recommendation which I often hear thrown around as if it were a self-contained, easily-actioned solution. At best it’s an oversimplification of an enormous technical undertaking, and at worst it’s a misunderstanding of what’s possible/necessary/beneficial for the website in question. Server-side rendering is an <em>outcome</em> of many possible setups and can be achieved in many different ways; ultimately, though, we’re concerned with <strong>getting our server to return static HTML</strong>.</p> <p>So, what are our options? Let’s break down the concept of server-side rendered content a little and explore our options. These are the high-level approaches which Google outlined at the aforementioned I/O conference:</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/dynamic-rendering-370510.jpg" data-image="bwi8q71p9d46"></figure> <ul> <li><strong>Dynamic Rendering</strong> — Here, normal browsers get the ‘standard’ web app which requires client-side rendering while bots (such as Googlebot and social media services) are served with static snapshots. This involves adding an additional step onto your server infrastructure, namely a service which fetches your web app, renders the content, then returns that static HTML to bots based on their user agent (i.e. UA sniffing). Historically this was done with a service like PhantomJS (now deprecated and no longer developed), while today Puppeteer (headless Chrome) can perform a similar function. The main advantage is that <strong>it can often be bolted into your existing infrastructure</strong>.</li> </ul> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/hybrid-rendering-261777.jpg" data-image="cjngljmwk326"></figure> <ul> <li><strong>Hybrid Rendering</strong> — This is Google’s long-term recommendation, and it’s absolutely the way to go for newer site builds. In short, everyone — bots and humans — get the initial view served as fully-rendered static HTML. Crawlers can continue to request URLs in this way and will get static content each time, while on normal browsers, JavaScript takes over after the initial page load. This is a great solution <em>in theory</em>, and comes with many other advantages for speed and usability too; more on that soon.</li> </ul> <p>The latter is cleaner, doesn’t involve UA sniffing, and is Google’s long-term recommendation. It’s also worth clarifying that ‘hybrid rendering’ is not a single solution — it’s an outcome of many possible approaches to making static prerendered content available server-side. Let’s break down how a couple of ways such an outcome can be achieved.</p> <h3><strong>Isomorphic/universal apps</strong></h3> <p>This is one way in which you might achieve a ‘hybrid rendering’ setup. Isomorphic applications use JavaScript which runs on both <a href="https://developers.google.com/web/updates/2019/02/rendering-on-the-web#server-rendering">the server and the client</a>. This is made possible thanks to the advent of Node.js, which - among many other things - allows developers to write code which can run on the backend as well as in the browser.</p> <p>Typically you’ll configure your framework (React, Angular Universal, whatever) to run on a Node server, prerendering some or all of the HTML before it’s sent to the client. Your server must, therefore, be configured to respond to deep URLs by rendering HTML for the appropriate page. In normal browsers, this is the point at which the client-side application will seamlessly take over. The server-rendered static HTML for the initial view is ‘rehydrated’ (brilliant term) by the browser, turning it back into a single page app and executing subsequent navigation events with JavaScript.</p> <p>Done well, this setup can be fantastic since it offers the usability benefits of client-side rendering, the SEO advantages of server-side rendering, and a rapid first paint (even if Time to Interactive is often negatively impacted by the rehydration as JS kicks in). For fear of oversimplifying the task, I won’t go into too much more detail here, but the key point is that while isomorphic JavaScript / true server-side rendering can be a powerful solution, <strong>it is often enormously complex to set up</strong>.</p> <p>So, what other options are there? If you can’t justify the time or expense of a full isomorphic setup, or if it's simply overkill for what you’re trying to achieve, are there any other ways you can <strong>reap the benefits of the single page app model — and hybrid rendering setup — without sabotaging your SEO</strong>?</p> <h3><strong>Prerendering/JAMstack</strong></h3> <p>Having rendered content available server-side doesn’t necessarily mean that the <em>rendering process itself</em> needs to happen on the server. All we need is for rendered HTML to be there, ready to serve to the client; the rendering process itself can happen anywhere you like. With a <strong>JAMstack approach</strong>, rendering of your content into HTML happens as part of your build process.</p> <p><a href="https://builtvisible.com/go-static-try-jamstack/">I’ve written about the JAMstack approach before</a>. By way of a quick primer, the term stands for <em>JavaScript, APIs, </em>and <em>markup</em>, and it describes a way of building complex websites without server-side software. The process of assembling a site from front-end component parts — a task a traditional site might achieve with WordPress and PHP — is executed as part of the build process, while interactivity is handled client-side using JavaScript and APIs.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/ssg-diagram-53379.jpg" data-image="yibx2i8ylv4v"></figure> <p>Think of it this way: <em>everything</em> lives in your Git repository. Your content is stored as plain text markdown files (editable via a headless CMS or other API-based solution) and your page templates and assembly logic are written in Go, JavaScript, Ruby, or whatever language your preferred site generator happens to use. Your site can be built into static HTML on any computer with the appropriate set of command line tools&nbsp;<em>before</em> it’s hosted anywhere. The resulting set of easily-cached static files can often be securely hosted on a CDN for next to nothing.</p> <p>I honestly think static site generators - or rather the principles and technologies which underpin them — are the future. There’s every chance I’m wrong about this, but the power and flexibility of the approach should be clear to anyone who’s used modern npm-based automation software like Gulp or Webpack to author their CSS or JavaScript. I’d challenge anyone to test the deep Git integration offered by specialist webhost <a href="https://www.netlify.com/features/">Netlify</a> in a real-world project and still think that the JAMstack approach is a fad.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/static-gen-stars-87609.jpg" data-image="yztq36anb5bt"><figcaption>The popularity of static site generators on GitHub, generated using https://stars.przemeknowak.com</figcaption></figure> <p>The significance of a JAMstack setup to our discussion of single page apps and prerendering should be fairly obvious. If our static site generator can assemble HTML based on templates written in Liquid or Handlebars, why can’t it do the same with JavaScript?</p> <p>There is a new breed of static site generator which does just this. Frequently powered by React or Vue.js, these programs allow developers to build websites using cutting-edge JavaScript frameworks and can easily be configured to output SEO-friendly, static HTML for each page (or ‘route’). Each of these HTML files is <em>fully rendered content</em>, ready for consumption by humans and bots, and serves as an entry point into a complete client-side application (i.e. a single page app). This is a perfect execution of what Google termed “hybrid rendering”, though the precise nature of the pre-rendering process sets it quite apart from an isomorphic setup.</p> <p>A great example is <a href="https://www.gatsbyjs.org/">GatsbyJS</a>, which is built in <a href="https://reactjs.org/">React</a> and <a href="https://graphql.org/">GraphQL</a>. I won’t go into too much detail, but I would encourage everyone who’s read this far to check out their homepage and <a href="https://www.gatsbyjs.org/docs/">excellent documentation</a>. It’s a well-supported tool with a reasonable learning curve, an active community (a feature-packed v2.0 was released in September), an extensible plugin-based architecture, rich integrations with many CMSs, and it allows developers to utilize modern frameworks like React without sabotaging their SEO. There’s also <a href="https://gridsome.org/">Gridsome</a>, based on <a href="https://vuejs.org/">VueJS</a>, and <a href="https://medium.com/@tannerlinsley/%EF%B8%8F-introducing-react-static-a-progressive-static-site-framework-for-react-3470d2a51ebc">React Static</a> which — you guessed it — uses React.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/nike-1075318.jpg" data-image="vafsb8c0o9yf"><figcaption>Nike’s recent Just Do It campaign, which utilized the React-powered static site generator GatsbyJS and is hosted on Netlify.</figcaption></figure> <p><br><strong>Enterprise-level adoption</strong> of these platforms looks set to grow; GatsbyJS was used by Nike for their <a href="https://justdoit.nike.com/">Just Do It</a> campaign, Airbnb for their engineering site <a href="https://airbnb.io/">airbnb.io</a>, and <a href="https://ca.braun.com/en-ca">Braun</a> have even used it to power a major e-commerce site. Finally, our friends at <a href="https://www.seomonitor.com/">SEOmonitor</a> used it to power their new website.</p> <p>But that’s enough about single page apps and JavaScript rendering for now. It’s time we explored the second of our two key technologies underpinning PWAs. <em>Promise</em> you’ll stay with me to the end (haha, nerd joke), because it’s time to explore Service Workers.</p> <h2><strong>3. Service Workers</strong></h2> <p>First of all, I should clarify that the two technologies we’re exploring — SPAs and service workers — are <strong>not mutually exclusive</strong>. Together they underpin what we commonly refer to as a Progressive Web App, yes, but it’s also possible to have a <a href="https://developers.google.com/web/updates/2018/05/beyond-spa">PWA which isn’t an SPA</a>. You could also integrate a service worker into a traditional static website (i.e. one without any client-side rendered content), which is something I believe we’ll see happening a lot more in the near future. Finally, service workers operate in tandem with other technologies like the <a href="https://developers.google.com/web/fundamentals/web-app-manifest/">Web App Manifest</a>, something that my colleague Maria recently explored in more detail in <a href="https://builtvisible.com/progressive-web-app-seo/#four-key-technologies">her excellent guide</a> to PWAs and SEO.</p> <p>Ultimately, though, <strong>it is service workers which make the most exciting features of PWAs possible</strong>. They’re one of the most significant changes to the web platform in its history, and everyone whose job involves building, maintaining, or auditing a website <em>needs</em> to be aware of this powerful new se Facebook Marketing Declining: New Research https://www.socialmediaexaminer.com/facebook-marketing-declining-new-research/ Social Media Examiner urn:uuid:e1dc0f7b-a3de-9ae3-0f46-522e7c8cbe14 Sat, 11 May 2019 10:00:05 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-11-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-11-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-11-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-11-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-11-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/05/SMMT-Show-2019-05-11-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Welcome to this week&#8217;s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week&#8217;s Social Media Marketing Talk Show, we explore findings from the 2019 Social Media Marketing Industry Report and Facebook&#8217;s new Automated Ads tool with special [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/facebook-marketing-declining-new-research/">Facebook Marketing Declining: New Research</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p>