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/ Swimming Pool Loans: What You Need to Know https://www.nerdwallet.com/blog/loans/swimming-pool-loans-financing/ NerdWallet urn:uuid:a6d5b367-0a4b-ef65-9744-fe16f32d96df Tue, 23 Jul 2019 22:01:09 +0000 If you’re a homeowner with dreams of pool parties in your backyard, you may think a home equity loan is the way to finance a new swimming pool. Another option is… <p>If you’re a homeowner with dreams of pool parties in your backyard, you may think a home equity loan is the way to finance a new swimming pool. Another option is a personal loan, which is an unsecured loan from a bank, credit union or online lender that can be used for almost any purpose, including...</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 Swimming Pool Loans: What You Need to Know originally appeared on NerdWallet.</p><span data-post-id="658197"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=658197" style="display: none;" data-has-syndication-rights="1" /> How Do I Know If the Hilton Honors American Express Surpass Card Is Right for Me? https://www.nerdwallet.com/blog/travel/how-do-i-know-if-the-hilton-honors-american-express-surpass-card-is-right-for-me/ NerdWallet urn:uuid:fff0a6b5-e6eb-135c-ddd9-0a5d8955001a Tue, 23 Jul 2019 21:57:52 +0000 In 2018, Hilton changed the name of its Surpass credit card to the Hilton Honors American Express Ascend Card. Now, they’re rebranding it back to Surpass — the Hilton Honors… <p>In 2018, Hilton changed the name of its Surpass credit card to the Hilton Honors American Express Ascend Card. Now, they’re rebranding it back to Surpass — the Hilton Honors American Express Surpass® Card — with some nice perks for new cardholders. If you tick some of the boxes below, this newest iteration might be right...</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 How Do I Know If the Hilton Honors American Express Surpass Card Is Right for Me? originally appeared on NerdWallet.</p><span data-post-id="658450"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=658450" style="display: none;" data-has-syndication-rights="1" /> Will a Summer Job Burn Your Financial Aid for College? https://www.nerdwallet.com/blog/loans/student-loans/summer-job-financial-aid-college/ NerdWallet urn:uuid:76f7047c-95d4-5078-94ae-64022ce4066d Tue, 23 Jul 2019 19:22:15 +0000 Roughly one-third of teenagers have summer jobs, according to the Pew Research Center. Some of these jobs may make you very familiar with the letters “SPF.” But every working student… <p>Roughly one-third of teenagers have summer jobs, according to the Pew Research Center. Some of these jobs may make you very familiar with the letters “SPF.” But every working student should know a different abbreviation to avoid getting burned: EFC. While you may be working to help pay for college, the money you earn could...</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 Will a Summer Job Burn Your Financial Aid for College? originally appeared on NerdWallet.</p><span data-post-id="646319"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=646319" style="display: none;" data-has-syndication-rights="1" /> Big Law: What It Is and What Salary You Should Expect https://www.nerdwallet.com/blog/loans/student-loans/big-law-salary/ NerdWallet urn:uuid:6900c666-1a60-f3da-7746-5d617a984874 Tue, 23 Jul 2019 18:12:45 +0000 Big Law is a nickname for large, high-revenue law firms that are usually located in major U.S. cities, such as New York, Chicago and Los Angeles. These firms often have… <p>Big Law is a nickname for large, high-revenue law firms that are usually located in major U.S. cities, such as New York, Chicago and Los Angeles. These firms often have multiple branches, sometimes in smaller cities, as well as an international presence. Lawyers at Big Law firms generally earn higher salaries than those in other private-sector...</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 Big Law: What It Is and What Salary You Should Expect originally appeared on NerdWallet.</p><span data-post-id="656520"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=656520" style="display: none;" data-has-syndication-rights="1" /> Renovated Terminal 1 Opens at SFO Airport https://www.nerdwallet.com/blog/travel/renovated-terminal-1-opens-sfo/ NerdWallet urn:uuid:7c48b51f-fc3b-45b8-c4b6-7d4976c7d147 Tue, 23 Jul 2019 17:47:46 +0000 Boarding is now beginning at San Francisco International Airport’s newly updated Harvey Milk Terminal 1. The first part of the $2.4 billion project has opened to the public, including nine… <p>Boarding is now beginning at San Francisco International Airport’s newly updated Harvey Milk Terminal 1. The first part of the $2.4 billion project has opened to the public, including nine gates and a new consolidated security checkpoint. The upgrades should improve passenger flow within the terminal and include some new amenities to make the airport experience more...</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> Meghan Coyle is a writer at NerdWallet. Email: mcoyle@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Renovated Terminal 1 Opens at SFO Airport originally appeared on NerdWallet.</p><span data-post-id="658919"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=658919" style="display: none;" data-has-syndication-rights="1" /> Flight Prices Expected to Drop for the Next Three Months https://www.nerdwallet.com/article/travel/flight-prices-expected-to-drop-for-the-next-three-months NerdWallet urn:uuid:8596141c-e520-58a8-ac57-2840cb3ff868 Tue, 23 Jul 2019 16:14:11 +0000 Scoring a cheap flight is all about knowing when to pounce. Do you risk waiting to see if prices will drop? If you’ve waited until July to purchase a flight,… <p>Scoring a cheap flight is all about knowing when to pounce. Do you risk waiting to see if prices will drop? If you’ve waited until July to purchase a flight, the travel app Hopper has good news for you: It predicted a 6.9% drop in domestic airfares this month compared to June. There are even bigger...</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> Meghan Coyle is a writer at NerdWallet. Email: mcoyle@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Flight Prices Expected to Drop for the Next Three Months originally appeared on NerdWallet.</p><span data-post-id="658029"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=658029" style="display: none;" data-has-syndication-rights="1" /> Cheapest Auto Insurance in Houston for 2019 https://www.nerdwallet.com/blog/insurance/cheapest-auto-insurance-houston/ NerdWallet urn:uuid:b3f73161-5483-6f4f-6bdb-bf7490533ce5 Tue, 23 Jul 2019 14:19:03 +0000 If you’re looking for cheap auto insurance in Houston, Texas, shopping around can really pay off. Rates vary by driver, vehicle and company, so you can only predict which will… <p>If you’re looking for cheap auto insurance in Houston, Texas, shopping around can really pay off. Rates vary by driver, vehicle and company, so you can only predict which will be cheapest for you by comparing quotes. To help simplify your search, we analyzed rates from several car insurance companies in the Houston-The Woodlands-Sugar Land...</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> Lacie Glover is a writer at NerdWallet. Email: lacie@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Cheapest Auto Insurance in Houston for 2019 originally appeared on NerdWallet.</p><span data-post-id="656698"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=656698" style="display: none;" data-has-syndication-rights="1" /> How to Track and Improve Your Rankings Without Spending Money https://neilpatel.com/blog/how-to-track-rankings/ The KISSmetrics Marketing Blog urn:uuid:050da2bb-0b54-2b80-e0ce-ed9daf0c72fd Tue, 23 Jul 2019 13:08:05 +0000 <p>Can you guess how most people improve their rankings? Well, they either hire an SEO firm, which is expensive, or they do it themselves, which is time-consuming. There must be a better solution, right? One that still gets results, doesn’t take as much time and doesn’t cost any money. Well, I’m about to make a [&#8230;]</p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/how-to-track-rankings/">How to Track and Improve Your Rankings Without Spending Money</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/rankcheck.png" alt="rank check" /></p> <p>Can you guess how most people improve their rankings?</p> <p>Well, they either hire an SEO firm, which is expensive, or they do it themselves, which is time-consuming.</p> <p><em>There must be a better solution, right?</em></p> <p>One that still gets results, doesn’t take as much time and doesn’t cost any money.</p> <p>Well, I’m about to make a major upgrade to <a href="https://neilpatel.com/ubersuggest/">Ubersuggest</a> in the next 30 days that will help you do just this.</p> <p>And before I release it, I need your feedback… so let me know what you think.</p> <p>Here’s what I am thinking of doing to help you get better rankings in less time and without spending money.<span id="more-84832"></span></p> <h2><strong>SEO starts with good data</strong></h2> <p>The first thing I want to do is help you track your results so you can see what’s working and what isn&#8217;t.</p> <p>Currently, with Ubersuggest, there is no way to track your progress, but I am about to change that.</p> <p>First, I plan to create a dashboard that looks something like this:</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/dashboard.png" alt="dashboard" /></p> <p>You’ll be able to see your site, how much organic search traffic you get on a monthly basis, the keywords you rank for, <a href="https://neilpatel.com/backlinks/">how many backlinks you have</a>, and any website errors you need to fix.</p> <p>And on a weekly basis, we will automatically run your site through our <a href="https://neilpatel.com/seo-analyzer/">site audit report</a> to show you what’s wrong and if you are improving.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/05/seoanalyzernp.png" alt="seo analyzer" /></p> <p>This way, you don’t continually have to check your site or look for opportunities. Instead, you’ll be notified when you need to fix something.</p> <p>In addition to that, you’ll be able to start tracking your rankings for any keyword you want.</p> <h2><strong>Rank tracking</strong></h2> <p>From your dashboard, you can click on a profile and see where you rank for any given term on both mobile and desktop devices and in any country or city.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/ranktracking.png" alt="rank tracking" /></p> <p>If you have specific keywords that you want to track, you’ll be able to manually add them to do so. And if you aren’t sure which keywords to track, you’ll see a list of suggestions as well.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/keywords.png" alt="keywords" /></p> <p>And if you want to track those rankings in a specific city or country, you can also do that…</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/city.png" alt="city" /></p> <p>My favorite part about the report is that you can easily see your rankings over time. Not just from an overall site perspective but also from a keyword level.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/rankingsovertime.png" alt="rankings over time" /></p> <h2><strong>Conclusion</strong></h2> <p>Now, this is where I need your help.</p> <p>My goal is twofold… the first is to help you track how your SEO is doing and the second is to tell you what to fix.</p> <p>Here’s why I am trying to accomplish both of those things:</p> <ul> <li><strong>Track your progress for you</strong> – it’s too much work to track on a daily basis if your efforts are going in the right or wrong direction. The <a href="https://neilpatel.com/ubersuggest/">new Ubersuggest</a> will track your rankings for you on a daily basis. That way you don’t have to do it. And if Google updates their algorithm, you will see what’s happening in real-time.</li> <li><strong>Tell you what to fix</strong> – instead of you having to hunt down what you should fix, I will simply send you alerts and reports with step-by-step instructions on how to fix what needs improvements. And if you or someone on your team updates your site, no worries, because every week I will automatically recrawl your site and tell you if there are more errors you need to fix.</li> </ul> <p>Eventually, I want to even automate most of link building, but that isn’t ready yet.</p> <p><em>Is there anything else I can add to the reports to make your life easier? Is there anything I can change to make it easier for you to get higher rankings?</em></p> <p><strong>PS:</strong> If you haven&#8217;t checked out <a href="https://neilpatel.com/ubersuggest/">Ubersuggest</a> recently you should. We&#8217;ve made a lot of improvements to it over the last few months.</p> <p><strong>PPS:</strong> These features will be free of course. 6 Facebook Ad Copy Secrets to Improve Your Conversions https://www.socialmediaexaminer.com/6-facebook-ad-copy-secrets-to-improve-conversions/ Social Media Examiner urn:uuid:ec95fde0-7364-9667-f7f2-3eecc1c859c4 Tue, 23 Jul 2019 10:00:47 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-copy-how-to-convert-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/2019/07/facebook-ad-copy-how-to-convert-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-copy-how-to-convert-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-copy-how-to-convert-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-copy-how-to-convert-1200-768x402.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-copy-how-to-convert-1200-1024x536.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want better Facebook ad conversions? Wondering how to write compelling Facebook ad copy? In this article, you&#8217;ll learn how to write Facebook ad copy that improves your conversions. #1: Use the &#8220;So That&#8221; Statement The most common Facebook ad copy mistake I see is writing about the features of a product or service, rather than [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/6-facebook-ad-copy-secrets-to-improve-conversions/">6 Facebook Ad Copy Secrets to Improve Your Conversions</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> How to Boost Content Linkability Without Wasting Your Marketing Budget http://tracking.feedpress.it/link/9375/12684838 Moz Blog urn:uuid:fe153649-251b-e0a5-a36f-ad32a1110ed2 Tue, 23 Jul 2019 00:05:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/4255817\">Alex-T</a></p><p>I’m always fascinated with the marketing budgets of enterprise-level companies that are ready to pay astronomical sums to contractors. A&nbsp;recent shmooze in the community was thanks to <a href="https://skift.com/2019/04/26/hertz-wanted-a-cool-website-it-ended-up-with-a-32-million-legal-nightmare/">Hertz that paid 32M to Accentura agency</a>, which (so far)&nbsp;hasn't resulted in any substantial changes to their site.<br></p> <p>Though&nbsp;I personally don't work with client’s who throw around millions of dollars,&nbsp;that doesn’t affect the quality of services that I provide. My average client wants to get the maximum by spending as little as possible. It might sound like a tough job for me and indeed it is, but I love the challenges that a small budget brings, as it helps me stay creative and reach new professional heights.</p> <p>So while the budget isn't a challenge, changing my client's mindset is, and that's because all of&nbsp;my clients are victims of one of the biggest misconceptions about content marketing: <strong>They think that once they start publishing content pieces regularly, inbound traffic will hit their site like a meteorite</strong>.&nbsp;</p> <p>And it’s not just the traffic — links are a subject to a similar misconception. Each time I share studies like the <a href="https://backlinko.com/content-study">one by Brian Dean</a> that clearly shows that links don’t come on its own, there’s always someone that's going to say: “That’s because their content’s just not good enough."&nbsp;When I have a call with clients that ask for quality content with zero focus on links. </p> <p>The bottom line is, traffic and links don’t just show up out of thin air. Regardless of how good your content is, how well structured and valuable it may seem, it has nearly zero chances of getting attention in today’s overcrowded digital space. </p> <p>In this post, I want to share with you five bulletproof tactics that help me boost content linkability without having a big fat budget to waste.</p> <h2>A note on content and modern-day link building</h2> <p>Before we dive into the best ways to boost your content without breaking the bank, it's important to touch on what link-building is today.&nbsp;Links are a digital marketing currency — which you need to earn and spend wisely. And to earn them, you need to build relationships.&nbsp;</p> <p>A while ago, I noticed a shift in a client’s mindset: After a few projects delivered together, they started to ask for in-depth forms of content like how-to’s, case studies, and guides — which (according to Brian's research) is exactly the type of content that has the highest chances of getting links. But that’s not necessarily the number one reason why people allocate links.</p> <p>Links are inherently relationships.&nbsp;And if you agree that linking to a strategic partner brings more benefits compared to referring to a random stranger, then you'll find appreciate&nbsp;Robbie Richards methods. </p> <p>Robbie’s roundups are a textbook definition of highly linkable content. A post about <a href="https://www.robbierichards.com/seo/best-keyword-research-tool/">the best keyword research tools</a> published not that long ago on his blog attracted nearly 300 referring domains and a decent organic traffic share:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe2ea08291.20021469.png" width="624" height="133" data-image="aq4g5a83w2gm"></figure> <h3>What’s his secret?</h3> <p>Robbie made sure to <strong>target the experts within his business circle</strong>.&nbsp;In a nutshell, his roundup posts work as part of a well-delivered outreach strategy that has a strong focus on gaining links by leveraging existing relationships. This is the key to modern-day link-building — a combination of content, links, and partnerships.&nbsp;<br></p> <p>Without further ado, let’s talk the best ways&nbsp;to promote content that doesn’t involve any where-do-I-get-the-money-for-it drama.</p> <h2>5 bulletproof ways to blow up your content without breaking the bank</h2> <p>If you're creating quality content with zero focus on links, you won't be getting optimal traffic. The only chance to make your content stand out is to focus on its potential linkability even before you actually start writing it. Here are some of favorite ways to get your content seen.&nbsp;</p> <h3>1. Adding expert quotes</h3> <p>Quoting an expert is one of my favorite ways to boost content linkability and shareability. It’s quick, easy, and doesn’t require a significant time investment. When you write out of your expertise area, adding a quote of a thought-leader grants your content more credibility and value, not to mention boosting its linking potential.</p> <p>Depending on how influential your company is, you can either select an existing quote or reach out to the experts and ask for a new one.</p> <p>Here’s a tip: If you decide to go with a pre-existing quote, contact the expert in advance to confirm it. This way, you can make sure that they still stand by that opinion, plus, they’re okay with you quoting them. <br><br>Remember, while quoting experts&nbsp;is a good idea, you also need to find the right expert&nbsp;<em>and</em>&nbsp;<em>the right quote. </em>Here's how to do that:</p> <ul><li>If your brand has a big audience, I recommend starting by checking your current followers and subscribers across various channels, including social media. You might not know it, but there’s a good chance you’ll find real influencers among people who follow your brand’s pages. To speed up the process of spotting influencers among your Twitter followers, you can use <a href="https://followerwonk.com/">Followerwonk</a>. This tool allows you to export all your followers to a list and sort them by the size of their audience.</li></ul> <ul><li>Another way is to analyze the websites that link back to your site. To do that, you can use <a href="https://moz.com/link-explorer">Moz Link Explorer</a> that will show the list of URLs that are referring to your site. Chances are, some of those authors are pretty influential in their niche.</li></ul> <ul><li>Finally, you could use <a href="https://buzzsumo.com/">BuzzSumo</a> to find relevant influencers to contact. For example, you could export a list of bloggers who are contributing to the industry-leading blogs. </li></ul> <ol></ol> <p>The last option is less suitable for link building purposes, as the influencers that you find have no idea of your business existence and are hard to get on board. However, it’s not impossible. Before getting in touch, make sure to scratch their backs: Share their content on your social media, sign up for their newsletter, etc. To find the influencer’s most recent pieces, search on BuzzSumo Content Analyzer by “Author: [INSERT NAME].” This helps build a bridge and create the right first impression.</p> <p>Don’t forget that expert quotes need to be allocated in content with special formatting which means you need to involve a designer/developer. </p> <p>Here are a few examples that I personally find quite visually appealing:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe3027b8b3.79891476.png" width="624" height="353" data-image="nrkf9xwbhlo1"></figure> <p>And another one:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe316b47d8.34665040.png" width="624" height="399" data-image="c21qaig3qqs1"></figure> <h3>2. Strategically linking back to blogs that you’re interested in</h3> <p>Strategic link building is like playing poker while blindfolded. A strategic approach always pays off in the long run in almost any area, but when applied to link building, it depends on how well you can spot linking opportunities. Based on this, your chances of acquiring links are either very high or very low.</p> <p>If you want industry leaders to link back to your content someday, you have to prove that your content deserves their attention. The best way to get your foot in the door is to link back to them.</p> <p>You need to find the right experts to link back to. How do you do that? </p> <p>The mechanic behind finding the right sites to refer to is similar to the one that I shared in a section about expert quotes. However, there’re a few more strategies that I want to add:</p> <ul><li>Are you a part of any industry groups on Facebook? If so, go and check the members of those groups and find people that are also involved in link building. Now, you have a legit reason to contact them (since you’re both a part of one group on Facebook/LinkedIn) and ask whether they’re interested in getting a link in your upcoming post. Please note, that you shouldn’t skip this step, as by this you’re making them aware that you’re expecting for the favor to be returned.</li></ul> <ul><li>Have you ever participated in any roundups? If yes, then reach out to the experts that were also featured in this post. </li></ul> <ul><li>Finally, check your current blog subscribers, clients, and partners. The chances that they’re also interested in partnering up on a link building side are quite high.</li></ul> <h3>3. Adding good images/GIFs and hiring a designer for professional-looking visuals</h3> <p>In 2019, using stock images in your content is a big no. After all, they are easily recognizable for their abstract nature and give away the fact that the author didn’t invest much into creating custom visuals.&nbsp;</p> <p>However, there is a way to adapt it to your unique brand style and still make it work. And to do it, you don’t even need to hire a designer right away. </p> <p>The drag-&-drop tools like Vengagge, Canva, or Visme make it easy to create pretty nice graphics. For example, Canva has a lot of great grids and predefined templates, which makes the whole design process really fast. </p> <p>What you need to do is take a good-looking cover image, for example, like the ones we use <a href="https://digitalolympus.net/blog/">in our blog</a>, and cheer it up with custom-made designs in Canva. You can add your picture, your brand’s logo, or anything else your heart desires. Such an approach allows us to maintain our own unique style while staying within the budget. </p> <p>Static images are not the only way to pretty up your content. One of my favorite visual elements is GIFs. They are perfect for visualizing step-by-steps and how-tos and can easily demonstrate how to perform something in a digital tool. You can even use them to tell a story. At one of my recent presentations, I used a GIF to explain why simply posting on Twitter is not enough to get attention to a brand.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe3345d771.07446064.gif" width="624" height="308" data-image="lq84vx2kkxis"></figure> <p>I saw many posts that were able to acquire loads of links and social shares thanks to good graphics, for instance, this <a href="https://pitchbox.com/blog/tales-of-halloween-zombie-link-building-techniques/">post that featured the SEO experts</a> in Halloween costumes.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe34e6afd4.11253904.png" width="624" height="223" data-image="4keqcubvg9jl"></figure> <p>Without a doubt, this requires a little bit of a budget, but I’d say it’s 100 percent worth it because it's creating value.&nbsp;The last time our company did something like this for a client, we hired a designer who charged us $30 USD for one image. It’s not too bad since custom-made images make it way easier to pitch your posts to other blogs to get more links! </p> <p>Hint: When you’re looking for custom graphics that won’t make your wallet cry, you can always find freelancers on sites like Upwork or on freelancing Facebook groups.</p> <h3>4. Delivering email outreach by targeting the “low hanging fruits”</h3> <p>We’ve done a lot of email outreach campaigns here at Digital Olympus, and so, I’ve noticed that we have a fast turnaround rate when our outreach targets are in the “right state of mind," meaning&nbsp;they're&nbsp;interested in cooperating with us.</p> <p>&nbsp;There are many reasons why they might show interest. For example, perhaps they’ve recently published a piece and are now invested in promoting it. To spot content marketers and authors like these, you can use Pitchbox. Pitchbox lets you create a list of posts that were published within the last 24 hours based on the keywords of your choice.</p> <figure spellcheck="false"><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe3620cd49.07087337.png" width="624" height="301" data-image="9ka4vb2s3g9w"></figure> <p>The biggest bonus of Pitchbox is that it not only pulls together a list of content pages but it also provides contact details. In addition to this, Pitchbox automates the whole outreach process.</p> <p>Another tool that can pull together a list of posts published within the last 24 hours is Buzzsumo. <a href="https://blog.mailshake.com/cold-email-outreach-pr/">Here’s a great piece</a> by Sujan Patel that shows how to deliver outreach the right way.</p> <p>There can be many speculations about which email outreach techniques work and which don’t, but the truth remains: It’s a very hard time-consuming job that requires lots of skill and practice. In one of my recent posts, I write about <a href="https://www.einsteinmarketer.com/mastering-outreach/">proven email outreach techniques</a> and how to master them. </p> <h3>5. Adding stats that don’t involve a huge time investment</h3> <p>You’ve heard that a picture is worth a thousand words. How about this: A number knocks out 10 thousand words. By adding statistics to your piece, you can simply mark out the whole process of having to refer to another page. </p> <p>But fresh, relevant stats don’t grow on trees. You need to know&nbsp;where you can find them.</p> <p>The easiest and the cost-efficient way of adding numbers to your piece is by running Twitter polls. They can collect up to 1k results for only $100 USD of properly paid promotion efforts. The biggest plus of running polls on Twitter is that you can create a specific list of people (aka a tailored audience) that will see your ad. For a detailed explanation on how to work with tailored audiences, I recommend <a href="https://www.socialmediaexaminer.com/how-to-build-valuable-tailored-audiences-for-twitter-ads/">checking this post</a>. </p> <p>Besides running Twitter polls, you can use survey tools that will help you collect answers for a fee:</p> <ul><li>Survata will show your survey across their online publisher's network with the average cost per answer <a href="https://www.survata.com/market-research/">starting from 1 USD</a>;</li><li>Surveymonkey market research module starts from $1.25 for 200 complete responses. As you can see from a screenshot below, it allows you to set up a more laser-targeted group by selecting a particular industry.</li></ul> <figure spellcheck="false"><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe3742f756.32869001.png" width="624" height="425" data-image="49fqgta4ll7u"></figure> <p>Another quick hack that I use from time to time is comparing already existing data sets to reveal new insights. Statista is a great site for getting data on any topic. For instance, on one graph you can show the revenue growth on the major SMM platforms as well as the growth of their audience. Plus, don’t forget that while the numbers are good, the story is key. Statistics tend to be dry without a proper story that they are wrapped in. For inspiration, you can use <a href="https://nocodewebscraping.com/data-journalism-examples/">this great post</a> that shares many stories that were built on numbers. </p> <p>It doesn’t always have to be serious. Numbers draw more attention than written copy, so you can create a fun poll, for example, whether your followers are more into dogs or cats. </p> <h1>Conclusion</h1> <p>Creating captivating content is hard work and often a hella lot of money, but there are ways to spare a few bucks here and there. By utilizing the strategies that I shared, you can make sure that your content gets the audience it needs without time waste, huge costs, and stress. The amount of backend work you put into research and advertising is what makes your audience not only scroll through your content but actually read it. This is what will differentiate your piece from millions of similar ones. </p> <p>Create a strategy and go for it! Whether it’s polling, graphics, emails, quotes, or backlinks, make a game plan that will promote your content the right way. Then your site will rock.</p> <p>Do you have any other tips or suggestions? Tell me below in the comments!</p> <p></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/4255817\">Alex-T</a></p><p>I’m always fascinated with the marketing budgets of enterprise-level companies that are ready to pay astronomical sums to contractors. A&nbsp;recent shmooze in the community was thanks to <a href="https://skift.com/2019/04/26/hertz-wanted-a-cool-website-it-ended-up-with-a-32-million-legal-nightmare/">Hertz that paid 32M to Accentura agency</a>, which (so far)&nbsp;hasn't resulted in any substantial changes to their site.<br></p> <p>Though&nbsp;I personally don't work with client’s who throw around millions of dollars,&nbsp;that doesn’t affect the quality of services that I provide. My average client wants to get the maximum by spending as little as possible. It might sound like a tough job for me and indeed it is, but I love the challenges that a small budget brings, as it helps me stay creative and reach new professional heights.</p> <p>So while the budget isn't a challenge, changing my client's mindset is, and that's because all of&nbsp;my clients are victims of one of the biggest misconceptions about content marketing: <strong>They think that once they start publishing content pieces regularly, inbound traffic will hit their site like a meteorite</strong>.&nbsp;</p> <p>And it’s not just the traffic — links are a subject to a similar misconception. Each time I share studies like the <a href="https://backlinko.com/content-study">one by Brian Dean</a> that clearly shows that links don’t come on its own, there’s always someone that's going to say: “That’s because their content’s just not good enough."&nbsp;When I have a call with clients that ask for quality content with zero focus on links. </p> <p>The bottom line is, traffic and links don’t just show up out of thin air. Regardless of how good your content is, how well structured and valuable it may seem, it has nearly zero chances of getting attention in today’s overcrowded digital space. </p> <p>In this post, I want to share with you five bulletproof tactics that help me boost content linkability without having a big fat budget to waste.</p> <h2>A note on content and modern-day link building</h2> <p>Before we dive into the best ways to boost your content without breaking the bank, it's important to touch on what link-building is today.&nbsp;Links are a digital marketing currency — which you need to earn and spend wisely. And to earn them, you need to build relationships.&nbsp;</p> <p>A while ago, I noticed a shift in a client’s mindset: After a few projects delivered together, they started to ask for in-depth forms of content like how-to’s, case studies, and guides — which (according to Brian's research) is exactly the type of content that has the highest chances of getting links. But that’s not necessarily the number one reason why people allocate links.</p> <p>Links are inherently relationships.&nbsp;And if you agree that linking to a strategic partner brings more benefits compared to referring to a random stranger, then you'll find appreciate&nbsp;Robbie Richards methods. </p> <p>Robbie’s roundups are a textbook definition of highly linkable content. A post about <a href="https://www.robbierichards.com/seo/best-keyword-research-tool/">the best keyword research tools</a> published not that long ago on his blog attracted nearly 300 referring domains and a decent organic traffic share:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe2ea08291.20021469.png" width="624" height="133" data-image="aq4g5a83w2gm"></figure> <h3>What’s his secret?</h3> <p>Robbie made sure to <strong>target the experts within his business circle</strong>.&nbsp;In a nutshell, his roundup posts work as part of a well-delivered outreach strategy that has a strong focus on gaining links by leveraging existing relationships. This is the key to modern-day link-building — a combination of content, links, and partnerships.&nbsp;<br></p> <p>Without further ado, let’s talk the best ways&nbsp;to promote content that doesn’t involve any where-do-I-get-the-money-for-it drama.</p> <h2>5 bulletproof ways to blow up your content without breaking the bank</h2> <p>If you're creating quality content with zero focus on links, you won't be getting optimal traffic. The only chance to make your content stand out is to focus on its potential linkability even before you actually start writing it. Here are some of favorite ways to get your content seen.&nbsp;</p> <h3>1. Adding expert quotes</h3> <p>Quoting an expert is one of my favorite ways to boost content linkability and shareability. It’s quick, easy, and doesn’t require a significant time investment. When you write out of your expertise area, adding a quote of a thought-leader grants your content more credibility and value, not to mention boosting its linking potential.</p> <p>Depending on how influential your company is, you can either select an existing quote or reach out to the experts and ask for a new one.</p> <p>Here’s a tip: If you decide to go with a pre-existing quote, contact the expert in advance to confirm it. This way, you can make sure that they still stand by that opinion, plus, they’re okay with you quoting them. <br><br>Remember, while quoting experts&nbsp;is a good idea, you also need to find the right expert&nbsp;<em>and</em>&nbsp;<em>the right quote. </em>Here's how to do that:</p> <ul><li>If your brand has a big audience, I recommend starting by checking your current followers and subscribers across various channels, including social media. You might not know it, but there’s a good chance you’ll find real influencers among people who follow your brand’s pages. To speed up the process of spotting influencers among your Twitter followers, you can use <a href="https://followerwonk.com/">Followerwonk</a>. This tool allows you to export all your followers to a list and sort them by the size of their audience.</li></ul> <ul><li>Another way is to analyze the websites that link back to your site. To do that, you can use <a href="https://moz.com/link-explorer">Moz Link Explorer</a> that will show the list of URLs that are referring to your site. Chances are, some of those authors are pretty influential in their niche.</li></ul> <ul><li>Finally, you could use <a href="https://buzzsumo.com/">BuzzSumo</a> to find relevant influencers to contact. For example, you could export a list of bloggers who are contributing to the industry-leading blogs. </li></ul> <ol></ol> <p>The last option is less suitable for link building purposes, as the influencers that you find have no idea of your business existence and are hard to get on board. However, it’s not impossible. Before getting in touch, make sure to scratch their backs: Share their content on your social media, sign up for their newsletter, etc. To find the influencer’s most recent pieces, search on BuzzSumo Content Analyzer by “Author: [INSERT NAME].” This helps build a bridge and create the right first impression.</p> <p>Don’t forget that expert quotes need to be allocated in content with special formatting which means you need to involve a designer/developer. </p> <p>Here are a few examples that I personally find quite visually appealing:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe3027b8b3.79891476.png" width="624" height="353" data-image="nrkf9xwbhlo1"></figure> <p>And another one:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe316b47d8.34665040.png" width="624" height="399" data-image="c21qaig3qqs1"></figure> <h3>2. Strategically linking back to blogs that you’re interested in</h3> <p>Strategic link building is like playing poker while blindfolded. A strategic approach always pays off in the long run in almost any area, but when applied to link building, it depends on how well you can spot linking opportunities. Based on this, your chances of acquiring links are either very high or very low.</p> <p>If you want industry leaders to link back to your content someday, you have to prove that your content deserves their attention. The best way to get your foot in the door is to link back to them.</p> <p>You need to find the right experts to link back to. How do you do that? </p> <p>The mechanic behind finding the right sites to refer to is similar to the one that I shared in a section about expert quotes. However, there’re a few more strategies that I want to add:</p> <ul><li>Are you a part of any industry groups on Facebook? If so, go and check the members of those groups and find people that are also involved in link building. Now, you have a legit reason to contact them (since you’re both a part of one group on Facebook/LinkedIn) and ask whether they’re interested in getting a link in your upcoming post. Please note, that you shouldn’t skip this step, as by this you’re making them aware that you’re expecting for the favor to be returned.</li></ul> <ul><li>Have you ever participated in any roundups? If yes, then reach out to the experts that were also featured in this post. </li></ul> <ul><li>Finally, check your current blog subscribers, clients, and partners. The chances that they’re also interested in partnering up on a link building side are quite high.</li></ul> <h3>3. Adding good images/GIFs and hiring a designer for professional-looking visuals</h3> <p>In 2019, using stock images in your content is a big no. After all, they are easily recognizable for their abstract nature and give away the fact that the author didn’t invest much into creating custom visuals.&nbsp;</p> <p>However, there is a way to adapt it to your unique brand style and still make it work. And to do it, you don’t even need to hire a designer right away. </p> <p>The drag-&-drop tools like Vengagge, Canva, or Visme make it easy to create pretty nice graphics. For example, Canva has a lot of great grids and predefined templates, which makes the whole design process really fast. </p> <p>What you need to do is take a good-looking cover image, for example, like the ones we use <a href="https://digitalolympus.net/blog/">in our blog</a>, and cheer it up with custom-made designs in Canva. You can add your picture, your brand’s logo, or anything else your heart desires. Such an approach allows us to maintain our own unique style while staying within the budget. </p> <p>Static images are not the only way to pretty up your content. One of my favorite visual elements is GIFs. They are perfect for visualizing step-by-steps and how-tos and can easily demonstrate how to perform something in a digital tool. You can even use them to tell a story. At one of my recent presentations, I used a GIF to explain why simply posting on Twitter is not enough to get attention to a brand.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe3345d771.07446064.gif" width="624" height="308" data-image="lq84vx2kkxis"></figure> <p>I saw many posts that were able to acquire loads of links and social shares thanks to good graphics, for instance, this <a href="https://pitchbox.com/blog/tales-of-halloween-zombie-link-building-techniques/">post that featured the SEO experts</a> in Halloween costumes.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe34e6afd4.11253904.png" width="624" height="223" data-image="4keqcubvg9jl"></figure> <p>Without a doubt, this requires a little bit of a budget, but I’d say it’s 100 percent worth it because it's creating value.&nbsp;The last time our company did something like this for a client, we hired a designer who charged us $30 USD for one image. It’s not too bad since custom-made images make it way easier to pitch your posts to other blogs to get more links! </p> <p>Hint: When you’re looking for custom graphics that won’t make your wallet cry, you can always find freelancers on sites like Upwork or on freelancing Facebook groups.</p> <h3>4. Delivering email outreach by targeting the “low hanging fruits”</h3> <p>We’ve done a lot of email outreach campaigns here at Digital Olympus, and so, I’ve noticed that we have a fast turnaround rate when our outreach targets are in the “right state of mind," meaning&nbsp;they're&nbsp;interested in cooperating with us.</p> <p>&nbsp;There are many reasons why they might show interest. For example, perhaps they’ve recently published a piece and are now invested in promoting it. To spot content marketers and authors like these, you can use Pitchbox. Pitchbox lets you create a list of posts that were published within the last 24 hours based on the keywords of your choice.</p> <figure spellcheck="false"><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe3620cd49.07087337.png" width="624" height="301" data-image="9ka4vb2s3g9w"></figure> <p>The biggest bonus of Pitchbox is that it not only pulls together a list of content pages but it also provides contact details. In addition to this, Pitchbox automates the whole outreach process.</p> <p>Another tool that can pull together a list of posts published within the last 24 hours is Buzzsumo. <a href="https://blog.mailshake.com/cold-email-outreach-pr/">Here’s a great piece</a> by Sujan Patel that shows how to deliver outreach the right way.</p> <p>There can be many speculations about which email outreach techniques work and which don’t, but the truth remains: It’s a very hard time-consuming job that requires lots of skill and practice. In one of my recent posts, I write about <a href="https://www.einsteinmarketer.com/mastering-outreach/">proven email outreach techniques</a> and how to master them. </p> <h3>5. Adding stats that don’t involve a huge time investment</h3> <p>You’ve heard that a picture is worth a thousand words. How about this: A number knocks out 10 thousand words. By adding statistics to your piece, you can simply mark out the whole process of having to refer to another page. </p> <p>But fresh, relevant stats don’t grow on trees. You need to know&nbsp;where you can find them.</p> <p>The easiest and the cost-efficient way of adding numbers to your piece is by running Twitter polls. They can collect up to 1k results for only $100 USD of properly paid promotion efforts. The biggest plus of running polls on Twitter is that you can create a specific list of people (aka a tailored audience) that will see your ad. For a detailed explanation on how to work with tailored audiences, I recommend <a href="https://www.socialmediaexaminer.com/how-to-build-valuable-tailored-audiences-for-twitter-ads/">checking this post</a>. </p> <p>Besides running Twitter polls, you can use survey tools that will help you collect answers for a fee:</p> <ul><li>Survata will show your survey across their online publisher's network with the average cost per answer <a href="https://www.survata.com/market-research/">starting from 1 USD</a>;</li><li>Surveymonkey market research module starts from $1.25 for 200 complete responses. As you can see from a screenshot below, it allows you to set up a more laser-targeted group by selecting a particular industry.</li></ul> <figure spellcheck="false"><img src="http://d2v4zi8pl64nxt.cloudfront.net/boost-content-linkability/5d35fe3742f756.32869001.png" width="624" height="425" data-image="49fqgta4ll7u"></figure> <p>Another quick hack that I use from time to time is comparing already existing data sets to reveal new insights. Statista is a great site for getting data on any topic. For instance, on one graph you can show the revenue growth on the major SMM platforms as well as the growth of their audience. Plus, don’t forget that while the numbers are good, the story is key. Statistics tend to be dry without a proper story that they are wrapped in. For inspiration, you can use <a href="https://nocodewebscraping.com/data-journalism-examples/">this great post</a> that shares many stories that were built on numbers. </p> <p>It doesn’t always have to be serious. Numbers draw more attention than written copy, so you can create a fun poll, for example, whether your followers are more into dogs or cats. </p> <h1>Conclusion</h1> <p>Creating captivating content is hard work and often a hella lot of money, but there are ways to spare a few bucks here and there. By utilizing the strategies that I shared, you can make sure that your content gets the audience it needs without time waste, huge costs, and stress. The amount of backend work you put into research and advertising is what makes your audience not only scroll through your content but actually read it. This is what will differentiate your piece from millions of similar ones. </p> <p>Create a strategy and go for it! Whether it’s polling, graphics, emails, quotes, or backlinks, make a game plan that will promote your content the right way. Then your site will rock.</p> <p>Do you have any other tips or suggestions? Tell me below in the comments!</p> <p></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/9375/12684838.gif" height="1" width="1"/> 4 Cool-Down Summer Escapes You Can Book With Points https://www.nerdwallet.com/article/travel/4-cool-down-summer-escapes-you-can-book-with-points NerdWallet urn:uuid:1891453b-195c-22db-5e35-914d6c54aced Mon, 22 Jul 2019 22:13:41 +0000 Summer vacations don’t have to be summery. When it’s 85 degrees and you’ve already spent a month reading pulp thrillers in the inflatable kiddie pool in the backyard, getting away… <p>Summer vacations don’t have to be summery. When it’s 85 degrees and you’ve already spent a month reading pulp thrillers in the inflatable kiddie pool in the backyard, getting away from it all can mean going somewhere cool. And there’s nothing cooler than using points and miles to pay for your dramatic change of climate....</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> June Casagrande is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 4 Cool-Down Summer Escapes You Can Book With Points originally appeared on NerdWallet.</p><span data-post-id="657406"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657406" style="display: none;" data-has-syndication-rights="1" /> How to Get a Refund if Nature Thwarts Your Vacation Plans https://www.nerdwallet.com/article/travel/how-to-get-a-refund-if-nature-thwarts-your-vacation-plans NerdWallet urn:uuid:ad521401-c1f6-09dd-cc2e-31ad83175bd4 Mon, 22 Jul 2019 22:11:16 +0000 You found a great deal on your trip to the Caribbean, but you didn’t realize that deal meant you’d be traveling during hurricane season. Now, there’s a storm bearing down, ruining… <p>You found a great deal on your trip to the Caribbean, but you didn’t realize that deal meant you’d be traveling during hurricane season. Now, there’s a storm bearing down, ruining your vacation plans. If an unexpected natural disaster affects your trip, chances are you can get at least some of your money back if you...</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 How to Get a Refund if Nature Thwarts Your Vacation Plans originally appeared on NerdWallet.</p><span data-post-id="657444"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657444" style="display: none;" data-has-syndication-rights="1" /> American Expands Options for Booking Flights to Asia https://www.nerdwallet.com/article/travel/american-expands-options-for-booking-flights-to-asia NerdWallet urn:uuid:0b5da4ac-b23c-1f7d-3063-d3c6954a8a33 Mon, 22 Jul 2019 22:08:40 +0000 Getting to Asia might require a long-haul flight and probably a stop or two, but at least it’s getting easier to book through American Airlines. The carrier has launched a… <p>Getting to Asia might require a long-haul flight and probably a stop or two, but at least it’s getting easier to book through American Airlines. The carrier has launched a new codeshare agreement with Cathay Dragon that allows American Airlines passengers to connect to four new destinations in Asia. American also recently added the ability...</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> Meghan Coyle is a writer at NerdWallet. Email: mcoyle@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article American Expands Options for Booking Flights to Asia originally appeared on NerdWallet.</p><span data-post-id="657418"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657418" style="display: none;" data-has-syndication-rights="1" /> 4 Ways to Quickly Rack Up Miles for Your Next Flight https://www.nerdwallet.com/article/travel/4-ways-to-quickly-rack-up-miles-for-your-next-flight NerdWallet urn:uuid:881ed5c4-f7b7-5e4f-c86d-1a115b13312d Mon, 22 Jul 2019 22:02:03 +0000 Cost is one of the biggest obstacles to travel. A lot of people presumably would go a lot more places if getting around were cheaper or, better yet, free. That’s… <p>Cost is one of the biggest obstacles to travel. A lot of people presumably would go a lot more places if getting around were cheaper or, better yet, free. That’s why so many travelers play the points and miles game: Plane tickets can be booked for nearly nothing, after nominal fees. Earning enough miles 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> June Casagrande is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 4 Ways to Quickly Rack Up Miles for Your Next Flight originally appeared on NerdWallet.</p><span data-post-id="657425"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657425" style="display: none;" data-has-syndication-rights="1" /> 5 Great Ways to Use the New Welcome Offer From the AmEx Hilton Surpass Card https://www.nerdwallet.com/blog/travel/5-great-ways-to-use-the-new-welcome-offer-from-the-hilton-surpass-card/ NerdWallet urn:uuid:503b37a9-ebe6-9a2a-1a8d-682f090004e5 Mon, 22 Jul 2019 22:00:15 +0000 Hilton continues to shuffle its branded credit cards, recently changing the name of its mid-tier AmEx Ascend card back to Surpass. The card, now known as the Hilton Honors American… <p>Hilton continues to shuffle its branded credit cards, recently changing the name of its mid-tier AmEx Ascend card back to Surpass. The card, now known as the Hilton Honors American Express Surpass® Card, also comes with a new welcome offer through Aug. 28, 2019: Earn 130,000 Hilton Honors Bonus Points and a free weekend night...</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> Sam Kemmis is a writer at NerdWallet. Email: skemmis@nerdwallet.com. Twitter: @samsambutdif. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 5 Great Ways to Use the New Welcome Offer From the AmEx Hilton Surpass Card originally appeared on NerdWallet.</p><span data-post-id="658392"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=658392" style="display: none;" data-has-syndication-rights="1" /> What You Might Get From the Equifax Data Breach Settlement https://www.nerdwallet.com/blog/finance/what-you-get-from-the-equifax-settlement/ NerdWallet urn:uuid:ae661bc7-9afc-a348-1315-d4561906eee0 Mon, 22 Jul 2019 21:20:16 +0000 People affected by the 2017 Equifax data breach — that’s nearly 150 million U.S. consumers — will soon be eligible to apply for compensation. The settlement, announced Monday, includes up… <p>People affected by the 2017 Equifax data breach — that’s nearly 150 million U.S. consumers — will soon be eligible to apply for compensation. The settlement, announced Monday, includes up to $425 million to pay claims relating to the exposure of personal financial data. The credit bureau settled with the Consumer Financial Protection Bureau, 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> 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 What You Might Get From the Equifax Data Breach Settlement originally appeared on NerdWallet.</p><span data-post-id="658363"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=658363" style="display: none;" data-has-syndication-rights="1" /> Instagram Stories Ads: How to Improve Your Results https://www.socialmediaexaminer.com/instagram-stories-ads-how-to-improve-results/ Social Media Examiner urn:uuid:97c5b0ec-24e7-5061-9fc8-8edae444499c Mon, 22 Jul 2019 10:00:52 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-stories-ads-how-to-improve-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/2019/07/instagram-stories-ads-how-to-improve-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-stories-ads-how-to-improve-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-stories-ads-how-to-improve-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-stories-ads-how-to-improve-1200-768x402.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-stories-ads-how-to-improve-1200-1024x536.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do you advertise on Instagram? Wondering how to get better conversions on your Instagram Stories ads? In this article, you&#8217;ll learn how to optimize your Instagram Stories ads placements. How Instagram Stories Ads and Instagram Feed Ads Differ Unlike a static image or video that appears in the Instagram feed, Instagram stories are treated as [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/instagram-stories-ads-how-to-improve-results/">Instagram Stories Ads: How to Improve Your Results</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> SmartMoney Podcast: “What’s the Best Way to Rack Up Travel Rewards Quickly?” https://www.nerdwallet.com/blog/finance/podcast-summer-travel-credit-card-rewards/ NerdWallet urn:uuid:c12f6315-bf60-4a7d-3fc7-28e14fd12c1d Mon, 22 Jul 2019 07:01:42 +0000 Welcome to NerdWallet’s SmartMoney podcast, where we answer your real-world money questions — in 15 minutes or less. This week’s question is from Kevin M. He asks: “How can I… <p>Welcome to NerdWallet’s SmartMoney podcast, where we answer your real-world money questions — in 15 minutes or less. This week’s question is from Kevin M. He asks: “How can I squeeze the most value out of my travel credit card for a summer vacation I have coming up?” Our tips: Need points fast? It’s all...</p><p class="nw-originally-posted-link">The article SmartMoney Podcast: “What’s the Best Way to Rack Up Travel Rewards Quickly?” originally appeared on NerdWallet.</p><span data-post-id="657809"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657809" style="display: none;" data-has-syndication-rights="1" /> SmartMoney Podcast: ‘What’s the Best Way to Rack Up Travel Rewards Quickly?’ https://www.nerdwallet.com/blog/finance/podcast-summer-travel-credit-card-rewards/ NerdWallet urn:uuid:81a976ed-7ab3-c6d0-2937-2a4b756be7cc Mon, 22 Jul 2019 07:01:42 +0000 Welcome to NerdWallet’s SmartMoney podcast, where we answer your real-world money questions — in 15 minutes or less. This week’s question is from Kevin M. He asks: “How can I… <p>Welcome to NerdWallet’s SmartMoney podcast, where we answer your real-world money questions — in 15 minutes or less. This week’s question is from Kevin M. He asks: “How can I squeeze the most value out of my travel credit card for a summer vacation I have coming up?” Our tips: Need points fast? It’s all...</p><p class="nw-originally-posted-link">The article SmartMoney Podcast: ‘What’s the Best Way to Rack Up Travel Rewards Quickly?’ originally appeared on NerdWallet.</p><span data-post-id="657809"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657809" style="display: none;" data-has-syndication-rights="1" /> Spying On Google: 5 Ways to Use Log File Analysis To Reveal Invaluable SEO Insights http://tracking.feedpress.it/link/9375/12682002 Moz Blog urn:uuid:669fe286-141e-123f-b2ae-ca79c06bfc50 Mon, 22 Jul 2019 00:05:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/4048225\">faisal-anderson</a></p><p>Log File Analysis should be a part of every SEO pro’s tool belt,&nbsp;but most SEOs have never conducted one. Which means most SEOs&nbsp;are missing out on unique and invaluable insights that regular crawling tools just can’t produce.&nbsp;</p><p>Let's demystify Log File Analysis so it's not so intimidating.&nbsp;If you’re interested in the wonderful world of log files and what they can bring to your site audits, this guide is definitely for you.&nbsp;</p> <h2>What are Log Files?</h2> <p>Log Files are files containing detailed logs on who and what is making requests to your website server. Every time a bot makes a request to your site, data (such as the time, date IP address, user agent, etc.) is stored in this log. This valuable data&nbsp;allows any SEO to find out what Googlebot and other crawlers are doing on your site. Unlike regular crawlings, such as with the Screaming Frog SEO Spider, this is real-world data — not&nbsp;an estimation of how your site is being crawled. It is an <strong>exact overview of how your site is being crawled</strong>.</p> <p>Having this accurate data can help you identify areas of crawl budget waste, easily find access errors, understand how your SEO efforts are affecting crawling and much, much more. The best part is that, in most cases,&nbsp;you can do this with simple spreadsheet software.&nbsp;</p> <p>In this guide, we will be focussing on Excel to perform Log File Analysis, but I’ll also discuss other tools such as Screaming Frog’s less well-known Log File Analyser which can just make the job a bit easier and faster by helping you manage larger data sets.&nbsp;</p> <p>Note: owning any software other than Excel is not a requirement to follow this guide or get your hands dirty with Log Files. </p> <h2></h2> <h2>How to Open Log Files</h2> <h3>Rename .log to .csv</h3> <p>When you get a log file with a .log extension, it is really as easy as renaming the file extension .csv and opening the file in spreadsheet software. Remember to set your operating system to show file extensions if you want to edit these.</p> <h3>How to open split log files</h3> <p>Log files can come in either one big log or multiple files, depending on the server configuration of your site. Some servers will use server load balancing to distribute traffic across a pool or farm of servers, causing log files to be split up. The good news is that it's really easy to combine, and you can use one of these three methods to combine them and then open them as normal:</p> <ol><li>Use the command line in Windows by Shift + right-clicking in the folder containing your log files and selecting “Run Powershell from here”<br><br></li></ol> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250611dffe32.09013419.png" width="273" height="441" data-image="1yudc4eqb31l"></figure> <p><br>Then run the following command:</p> <blockquote>copy *.log mylogfiles.csv</blockquote> <p>You can now open mylogfile.csv and it will contain all your log data.<br><br>Or if you are a Mac user, first use the cd command to go to the directory of your log files:</p> <blockquote>cd Documents/MyLogFiles/</blockquote> <p>Then, use the cat or concatenate command to join up your files:<br></p> <blockquote>cat *.log &gt; mylogfiles.csv<br><br></blockquote> <p>2) Using the free tool,&nbsp;<a href="https://www.allscoop.com/dotnet-software/log-file-merge.php">Log File Merge</a>,&nbsp;combine all the log files and then edit the file extension to .csv and open as normal.</p> <p>3) Open the log files with the Screaming Frog Log File Analyser, which is as simple as dragging and dropping the log files:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250612ec50e7.12147712.png" width="532" height="331" data-image="hse4jdt4n0xm"></figure> <h3></h3> <h3>Splitting Strings</h3> <p>(Please note: This step isn’t required if you are using Screaming Frog’s Log File Analyser)</p> <p>Once you have your log file open, you’re going to need to split the cumbersome text in each cell into columns for easier sorting later. </p> <p>Excel’s Text to Column function comes in handy here, and is as easy as selecting all the filled cells (Ctrl / Cmd + A) and going to Excel &gt; Data &gt; Text to Columns and selecting the “Delimited” option, and the delimiter being a Spacecharacter. </p> <p>Once you’ve separated this out, you may also want to sort by time and date — you can do so in the Time and Date stamp column, commonly separating the data with the “:” colon delimiter.</p> <p>Your file should look similar to the one below: </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506142c2dc2.40962028.png" width="602" height="203" data-image="4cyhys2iv1wg"></figure> <p>As mentioned before, don’t worry if your log file doesn’t look exactly the same —&nbsp;different log files have different formats. As&nbsp;long as you have the basic data there (time and date, URL, user-agent, etc.) you’re good to go!</p> <h2>Understanding Log Files</h2> <p>Now that your log files are ready for analysis, we can dive in and start to understand our data. There are many formats that log files can take with multiple different data points, but they generally include the following:</p> <ol><li>Server IP</li><li>Date and time</li><li>Server request method (e.g. GET / POST)</li><li>Requested URL</li><li>HTTP status code</li><li>User-agent</li></ol> <p>More details on the common formats can be found below if you’re interested in the nitty gritty details:</p> <ul><li>WC3</li><li>Apache and NGINX</li><li>Amazon Elastic Load Balancing</li><li>HA Proxy</li><li>JSON</li></ul> <h2>How to quickly reveal crawl budget waste</h2> <p>As a quick recap, Crawl Budget is the number of pages a search engine crawls upon every visit of your site. Numerous factors affect crawl budget, including link equity or domain authority, site speed, and more. With Log File Analysis, we will be able to see what sort of crawl budget your website has and where there are problems causing crawl budget to be wasted.&nbsp;</p> <p>Ideally, we want to give crawlers the most efficient crawling experience possible. Crawling shouldn’t be wasted on low-value pages and URLs, and priority pages (product pages for example) shouldn’t have slower indexation and crawl rates because a website has so many dead weight pages. The name of the game is crawl budget conservation, and with good crawl budget conversion comes better organic search performance.</p> <h3>See crawled URLs by user agent</h3> <p>Seeing how frequently URLs of the site are being crawled can quickly reveal where search engines are putting their time into crawling.<br></p> <p>If you’re interested in seeing the behavior of a single user agent, this is easy as filtering out the relevant column in excel. In this case, with a WC3 format log file, I’m filtering the cs(User-Agent) column by Googlebot:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250616ab9a56.75913823.png" width="602" height="300" data-image="f5wuk7cozrrh"></figure> <p>And then filtering the URI column to show the number of times Googlebot crawled the home page of this example site:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250617f06680.79390729.png" width="602" height="188" data-image="zh995r2etktg"></figure> <p>This is a fast way of seeing if there are any problem areas by URI stem for a singular user-agent. You can take this a step further by looking at the filtering options for the URI stem column, which in this case is cs-uri-stem:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250618d1e105.43163606.png" width="602" height="331" data-image="n1ttthio8pad"></figure> <p>From this basic menu, we can see what URLs, including resource files, are being crawled to quickly identify any problem URLs (parameterized URLs that shouldn’t be being crawled for example).</p> <p>You can also do broader analyses with Pivot tables. To get the number of times a particular user agent has crawled a specific URL, select the whole table (Ctrl/cmd + A), go to Insert &gt; Pivot Table and then use the following options:<br></p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506198afa99.05712524.png" width="333" height="320" data-image="6og3onznyjm8"></figure> <p>All we’re doing is filtering by User Agent, with the URL stems as rows, and then counting the number of times each User-agent occurs.</p> <p>With my example log file, I got the following:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061a574f86.36455324.png" width="602" height="500" data-image="x2rmmyltpoqt"></figure> <p>Then, to filter by specific User-Agent, I clicked the drop-down icon on the cell containing “(All)," and selected Googlebot:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061b445b62.55314260.png" width="613" height="330" data-image="t97fg7zndjiu"></figure> <p>Understanding what different bots are crawling, how mobile bots are crawling differently to desktop, and where the most crawling is occurring can help you see immediately where there is crawl budget waste and what areas of the site need improvement.</p> <h3>Find low-value add URLs</h3> <p>Crawl budget should not be wasted on Low value-add URLs, which are normally caused by session IDs, infinite crawl spaces, and faceted navigation.</p> <p>To do this, go back to your log file, and filter by URLs that contain a “?” or question mark symbols from the URL column (containing the URL stem). To do this in Excel, remember to use “~?” or tilde question mark, as shown below:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061c046bd2.20839193.png" width="602" height="189" data-image="zy0exgk8z6ns"></figure> <p>A single “?” or question mark,&nbsp;as stated in the auto filter window, represents any single character, so adding the tilde is like an escape character and makes sure to filter out the question mark symbol itself.</p> <p>Isn’t that easy?</p> <h3>Find duplicate URLs</h3> <p>Duplicate URLs can be a crawl budget waste and a big SEO issue, but finding them can be a pain. URLs can sometimes have slight variants (such as a trailing slash vs a non-trailing slash version of a URL).</p> <p>Ultimately, the best way to find duplicate URLs is also the least fun way to do so — you have&nbsp;to sort by site URL stem alphabetically and manually eyeball it.</p> <p>One way you can find trailing and non-trailing slash versions of the same URL is to use the SUBSTITUTE function in another column and use it to remove all forward slashes:</p> <blockquote>=SUBSTITUTE(C2, “/”, “”)</blockquote> <p>In my case, the target cell is C2 as the stem data is on the third column.</p> <p>Then, use conditional formatting to identify duplicate values and highlight them.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061cbaab14.00068762.png" width="376" height="366" data-image="svpz58lixhsf"></figure> <p>However, eyeballing is, unfortunately, the best method for now. <br></p> <h3></h3> <h3>See the crawl frequency of subdirectories</h3> <p>Finding out which subdirectories are getting crawled the most is another quick way to reveal crawl budget waste. Although keep in mind, just because a client’s blog has never earned a single backlink and only gets three views a year from the business owner’s grandma doesn’t mean you should consider it crawl budget waste — internal linking structure should be consistently good throughout the site and there might be a strong reason for that content from the client’s perspective.</p> <p>To find out crawl frequency by subdirectory level, you will need to mostly eyeball it but the following formula can help:</p> <pre>=IF(RIGHT(C2,1)="/",SUM(LEN(C2)-LEN(SUBSTITUTE(C2,"/","")))/LEN("/")+SUM(LEN(C2)-LEN(SUBSTITUTE(C2,"=","")))/LEN("=")-2, SUM(LEN(C2)-LEN(SUBSTITUTE(C2,"/","")))/LEN("/")+SUM(LEN(C2)-LEN(SUBSTITUTE(C2,"=","")))/LEN("=")-1) </pre> <p>The above formula looks like a bit of a doozy, but all it does is check if there is a trailing slash, and depending on the answer, count the number of trailing slashes and subtract either 2 or 1 from the number. This formula could be shortened if you remove all trailing slashes from your URL list using the RIGHT formula — but who has the time. What you’re left with is subdirectory count (starting from 0 from as the first subdirectory).</p> <p>Replace C2 with the first URL stem / URL cell and then copy the formula down your entire list to get it working. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061d6ba4f5.53087000.png" width="529" height="126" data-image="ena0bl06ik0e"></figure> <p>Make sure you replace all of the C2s with the appropriate starting cell and then sort the new subdirectory counting column by smallest to largest to get a good list of folders in a logical order, or easily filter by subdirectory level. For example, as shown in the below screenshots:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061e1a6082.31935447.png" width="529" height="164" data-image="dq94u1mjtbk4"></figure> <p>The above image is subdirectories sorted by level.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061f15e0d7.04975871.png" width="529" height="62" data-image="ldfvaqq95sjd"></figure> <p>The above image is subdirectories sorted by depth.</p> <p>If you’re not dealing with a lot of URLs, you could simply sort the URLs by alphabetical order but then you won’t get the subdirectory count filtering which can be a lot faster for larger sites.</p> <h3>See crawl frequency by content type</h3> <p>Finding out what content is getting crawled, or if there are any content types that are hogging crawl budget, is a great check to spot crawl budget waste. Frequent crawling on unnecessary or low priority CSS and JS files, or how crawling is occurring on images if you are trying to optimize for image search, can easily be spotted with this tactic.</p> <p>In Excel, seeing crawl frequency by content type is as easy as filtering by URL or URI stem using the Ends With filtering option. </p> <figure spellcheck="false"><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061fe91af7.08491089.png" width="602" height="289" data-image="jatf5xu54xzl"></figure> <p><br>Quick Tip: You can also use the “Does Not End With” filter and use a .html extension to see how non-HTML page files are being crawled — always worth checking in case of crawl budget waste on unnecessary js or css files, or even images and image variations (looking at you Wordpress). Also, remember if you have a site with trailing and non-trailing slash URLs to take that into account with the “or” operator with filtering.</p> <h2>Spying on bots: Understand site crawl behavior<br></h2> <p>Log File Analysis allows us to understand how bots behave by giving us an idea of how&nbsp;they prioritize. How do different bots behave in different situations? With this knowledge, you can not only deepen your understanding of SEO and crawling, but also give you a huge leap in understanding the effectiveness of your site architecture.</p> <h3>See most and least crawled URLs</h3> <p>This strategy has been touched up previously with seeing crawled URLs by user-agent, but it’s even faster.</p> <p>In Excel, select a cell in your table and then click Insert &gt; Pivot Table, make sure the selection contains the necessary columns (in this case, the URL or URI stem and the user-agent) and click OK.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506213fab38.41051199.png" width="602" height="232" data-image="m6m8l6rb4vbe"></figure> <p>Once you have your pivot table created, set the rows to the URL or URI stem, and the summed value as the user-agent.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250621f16421.00606110.png" width="335" height="361" data-image="a29zottxs1w0"></figure> <p>From there, you can right-click in the user-agent column and sort the URLs from largest to smallest by crawl count:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250622d2e132.34033949.png" width="491" height="359" data-image="5r2rl9ov7jx2"></figure> <p>Now you’ll have a great table to make charts from or quickly review and look for any problematic areas:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25062407cfb9.82883116.png" width="353" height="333" data-image="uwm1cnwvj65e"></figure> <p>A question to ask yourself when reviewing this data is: Are the pages you or the client would want being crawled? How often? Frequent crawling doesn’t necessarily mean better results, but it can be an indication as to what Google and other content user-agents prioritize most.</p> <h3></h3> <h3>Crawl frequency per day, week, or month</h3> <p>Checking the crawling activity to identify issues where there has been loss of visibility around a period of time, after a Google update or in an emergency can inform you where the problem might be. This is as simple as selecting the “date” column, making sure the column is in the “date” format type, and then using the date filtering options on the date column. If you’re looking to analyze a whole week, just select the corresponding days with the filtering options available.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250625267ed6.01945078.png" width="274" height="450" data-image="tbehsndglk7r"></figure> <h3>Crawl frequency by directive</h3> <p>Understanding what directives are being followed (for instance, if you are using a disallow or even a no-index directive in robots.txt) by Google is essential to any SEO audit or campaign. If a site is using disallows with faceted navigation URLs, for example, you’ll want to make sure these are being obeyed. If&nbsp;they aren’t, recommend a better solution such as on-page directives like meta robots tags.</p> <p>To see crawl frequency by directive, you’ll need to combine a crawl report with your log file analysis. </p> <p>(Warning: We’re going to be using VLOOKUP, but it’s really not as complicated as people make it out to be)</p> <p>To get the combined data, do the following:</p> <ol><li> Get the crawl from your site using your favorite crawling software. I might be biased, but I’m a big fan of the Screaming Frog SEO Spider, so I’m going to use that. <br><br>If you’re also using the spider, follow the steps verbatim, but otherwise, make your own call to get the same results.<br><br></li><li>Export the Internal HTML report from the SEO Spider (Internal Tab &gt; “Filter: HTML”) and open up the “internal_all.xlsx” file.<br><br><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506260ad588.85394819.png" width="602" height="251" data-image="albc8kze4dau"><br><br>From there, you can filter the “Indexability Status” column and remove all blank cells. To do this, use the “does not contain” filter and just leave it blank. You can also add the “and” operator and filter out redirected URLs by making the filter value equal “does not contain → “Redirected” as shown below:<br><br><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250626c666f4.75302591.png" width="602" height="189" data-image="vclkn7e70ma7"><br><br>This will show you canonicalized, no-index by meta robots and canonicalized URLs.<br><br></li><li>Copy this new table out (with just the Address and Indexability Status columns) and paste it in another sheet of your log file analysis export.<br><br></li><li>Now for some VLOOKUP magic. First, we need to make sure the URI or URL column data is in the same format as the crawl data. <br><br>Log Files don’t generally have the root domain or protocol in the URL, so we either need to remove the head of the URL using "Find and Replace" in our newly made sheet, or make a new column in your log file analysis sheet append the protocol and root domain to the URI stem. I prefer this method because then you can quickly copy and paste a URL that you are seeing problems with and take a look. However, if you have a massive log file, it is probably a lot less CPU intensive with the "Find and Replace" method.<br><br>To get your full URLs, use the following formula but with the URL field&nbsp;changed to whatever site you are analyzing (and make sure the protocol is correct as well). You'll also want to change&nbsp;D2 to the first cell of your URL column<br><br>="<a href="https://www.example.com" &d2<br=""><br>Drag" class="redactor-autoparser-object"&gt;https://www.example.com"&D...</a> down the formula to the end of your Log file table and get a nice list of full URLs:<br><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506282ffeb8.78608754.png" width="602" height="435" data-image="9qyttgqrc1zw"><br><br></li><li>Now, create another column and call it “Indexability Status”. In the first cell, use a VLOOKUP similar to the following: =VLOOKUP(E2,CrawlSheet!A$1:B$1128,2,FALSE). Replace E2 with the first cell of you "Full URL" column, the <p>Posted by <a href=\"https://moz.com/community/users/4048225\">faisal-anderson</a></p><p>Log File Analysis should be a part of every SEO pro’s tool belt,&nbsp;but most SEOs have never conducted one. Which means most SEOs&nbsp;are missing out on unique and invaluable insights that regular crawling tools just can’t produce.&nbsp;</p><p>Let's demystify Log File Analysis so it's not so intimidating.&nbsp;If you’re interested in the wonderful world of log files and what they can bring to your site audits, this guide is definitely for you.&nbsp;</p> <h2>What are Log Files?</h2> <p>Log Files are files containing detailed logs on who and what is making requests to your website server. Every time a bot makes a request to your site, data (such as the time, date IP address, user agent, etc.) is stored in this log. This valuable data&nbsp;allows any SEO to find out what Googlebot and other crawlers are doing on your site. Unlike regular crawlings, such as with the Screaming Frog SEO Spider, this is real-world data — not&nbsp;an estimation of how your site is being crawled. It is an <strong>exact overview of how your site is being crawled</strong>.</p> <p>Having this accurate data can help you identify areas of crawl budget waste, easily find access errors, understand how your SEO efforts are affecting crawling and much, much more. The best part is that, in most cases,&nbsp;you can do this with simple spreadsheet software.&nbsp;</p> <p>In this guide, we will be focussing on Excel to perform Log File Analysis, but I’ll also discuss other tools such as Screaming Frog’s less well-known Log File Analyser which can just make the job a bit easier and faster by helping you manage larger data sets.&nbsp;</p> <p>Note: owning any software other than Excel is not a requirement to follow this guide or get your hands dirty with Log Files. </p> <h2></h2> <h2>How to Open Log Files</h2> <h3>Rename .log to .csv</h3> <p>When you get a log file with a .log extension, it is really as easy as renaming the file extension .csv and opening the file in spreadsheet software. Remember to set your operating system to show file extensions if you want to edit these.</p> <h3>How to open split log files</h3> <p>Log files can come in either one big log or multiple files, depending on the server configuration of your site. Some servers will use server load balancing to distribute traffic across a pool or farm of servers, causing log files to be split up. The good news is that it's really easy to combine, and you can use one of these three methods to combine them and then open them as normal:</p> <ol><li>Use the command line in Windows by Shift + right-clicking in the folder containing your log files and selecting “Run Powershell from here”<br><br></li></ol> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250611dffe32.09013419.png" width="273" height="441" data-image="1yudc4eqb31l"></figure> <p><br>Then run the following command:</p> <blockquote>copy *.log mylogfiles.csv</blockquote> <p>You can now open mylogfile.csv and it will contain all your log data.<br><br>Or if you are a Mac user, first use the cd command to go to the directory of your log files:</p> <blockquote>cd Documents/MyLogFiles/</blockquote> <p>Then, use the cat or concatenate command to join up your files:<br></p> <blockquote>cat *.log &gt; mylogfiles.csv<br><br></blockquote> <p>2) Using the free tool,&nbsp;<a href="https://www.allscoop.com/dotnet-software/log-file-merge.php">Log File Merge</a>,&nbsp;combine all the log files and then edit the file extension to .csv and open as normal.</p> <p>3) Open the log files with the Screaming Frog Log File Analyser, which is as simple as dragging and dropping the log files:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250612ec50e7.12147712.png" width="532" height="331" data-image="hse4jdt4n0xm"></figure> <h3></h3> <h3>Splitting Strings</h3> <p>(Please note: This step isn’t required if you are using Screaming Frog’s Log File Analyser)</p> <p>Once you have your log file open, you’re going to need to split the cumbersome text in each cell into columns for easier sorting later. </p> <p>Excel’s Text to Column function comes in handy here, and is as easy as selecting all the filled cells (Ctrl / Cmd + A) and going to Excel &gt; Data &gt; Text to Columns and selecting the “Delimited” option, and the delimiter being a Spacecharacter. </p> <p>Once you’ve separated this out, you may also want to sort by time and date — you can do so in the Time and Date stamp column, commonly separating the data with the “:” colon delimiter.</p> <p>Your file should look similar to the one below: </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506142c2dc2.40962028.png" width="602" height="203" data-image="4cyhys2iv1wg"></figure> <p>As mentioned before, don’t worry if your log file doesn’t look exactly the same —&nbsp;different log files have different formats. As&nbsp;long as you have the basic data there (time and date, URL, user-agent, etc.) you’re good to go!</p> <h2>Understanding Log Files</h2> <p>Now that your log files are ready for analysis, we can dive in and start to understand our data. There are many formats that log files can take with multiple different data points, but they generally include the following:</p> <ol><li>Server IP</li><li>Date and time</li><li>Server request method (e.g. GET / POST)</li><li>Requested URL</li><li>HTTP status code</li><li>User-agent</li></ol> <p>More details on the common formats can be found below if you’re interested in the nitty gritty details:</p> <ul><li>WC3</li><li>Apache and NGINX</li><li>Amazon Elastic Load Balancing</li><li>HA Proxy</li><li>JSON</li></ul> <h2>How to quickly reveal crawl budget waste</h2> <p>As a quick recap, Crawl Budget is the number of pages a search engine crawls upon every visit of your site. Numerous factors affect crawl budget, including link equity or domain authority, site speed, and more. With Log File Analysis, we will be able to see what sort of crawl budget your website has and where there are problems causing crawl budget to be wasted.&nbsp;</p> <p>Ideally, we want to give crawlers the most efficient crawling experience possible. Crawling shouldn’t be wasted on low-value pages and URLs, and priority pages (product pages for example) shouldn’t have slower indexation and crawl rates because a website has so many dead weight pages. The name of the game is crawl budget conservation, and with good crawl budget conversion comes better organic search performance.</p> <h3>See crawled URLs by user agent</h3> <p>Seeing how frequently URLs of the site are being crawled can quickly reveal where search engines are putting their time into crawling.<br></p> <p>If you’re interested in seeing the behavior of a single user agent, this is easy as filtering out the relevant column in excel. In this case, with a WC3 format log file, I’m filtering the cs(User-Agent) column by Googlebot:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250616ab9a56.75913823.png" width="602" height="300" data-image="f5wuk7cozrrh"></figure> <p>And then filtering the URI column to show the number of times Googlebot crawled the home page of this example site:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250617f06680.79390729.png" width="602" height="188" data-image="zh995r2etktg"></figure> <p>This is a fast way of seeing if there are any problem areas by URI stem for a singular user-agent. You can take this a step further by looking at the filtering options for the URI stem column, which in this case is cs-uri-stem:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250618d1e105.43163606.png" width="602" height="331" data-image="n1ttthio8pad"></figure> <p>From this basic menu, we can see what URLs, including resource files, are being crawled to quickly identify any problem URLs (parameterized URLs that shouldn’t be being crawled for example).</p> <p>You can also do broader analyses with Pivot tables. To get the number of times a particular user agent has crawled a specific URL, select the whole table (Ctrl/cmd + A), go to Insert &gt; Pivot Table and then use the following options:<br></p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506198afa99.05712524.png" width="333" height="320" data-image="6og3onznyjm8"></figure> <p>All we’re doing is filtering by User Agent, with the URL stems as rows, and then counting the number of times each User-agent occurs.</p> <p>With my example log file, I got the following:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061a574f86.36455324.png" width="602" height="500" data-image="x2rmmyltpoqt"></figure> <p>Then, to filter by specific User-Agent, I clicked the drop-down icon on the cell containing “(All)," and selected Googlebot:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061b445b62.55314260.png" width="613" height="330" data-image="t97fg7zndjiu"></figure> <p>Understanding what different bots are crawling, how mobile bots are crawling differently to desktop, and where the most crawling is occurring can help you see immediately where there is crawl budget waste and what areas of the site need improvement.</p> <h3>Find low-value add URLs</h3> <p>Crawl budget should not be wasted on Low value-add URLs, which are normally caused by session IDs, infinite crawl spaces, and faceted navigation.</p> <p>To do this, go back to your log file, and filter by URLs that contain a “?” or question mark symbols from the URL column (containing the URL stem). To do this in Excel, remember to use “~?” or tilde question mark, as shown below:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061c046bd2.20839193.png" width="602" height="189" data-image="zy0exgk8z6ns"></figure> <p>A single “?” or question mark,&nbsp;as stated in the auto filter window, represents any single character, so adding the tilde is like an escape character and makes sure to filter out the question mark symbol itself.</p> <p>Isn’t that easy?</p> <h3>Find duplicate URLs</h3> <p>Duplicate URLs can be a crawl budget waste and a big SEO issue, but finding them can be a pain. URLs can sometimes have slight variants (such as a trailing slash vs a non-trailing slash version of a URL).</p> <p>Ultimately, the best way to find duplicate URLs is also the least fun way to do so — you have&nbsp;to sort by site URL stem alphabetically and manually eyeball it.</p> <p>One way you can find trailing and non-trailing slash versions of the same URL is to use the SUBSTITUTE function in another column and use it to remove all forward slashes:</p> <blockquote>=SUBSTITUTE(C2, “/”, “”)</blockquote> <p>In my case, the target cell is C2 as the stem data is on the third column.</p> <p>Then, use conditional formatting to identify duplicate values and highlight them.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061cbaab14.00068762.png" width="376" height="366" data-image="svpz58lixhsf"></figure> <p>However, eyeballing is, unfortunately, the best method for now. <br></p> <h3></h3> <h3>See the crawl frequency of subdirectories</h3> <p>Finding out which subdirectories are getting crawled the most is another quick way to reveal crawl budget waste. Although keep in mind, just because a client’s blog has never earned a single backlink and only gets three views a year from the business owner’s grandma doesn’t mean you should consider it crawl budget waste — internal linking structure should be consistently good throughout the site and there might be a strong reason for that content from the client’s perspective.</p> <p>To find out crawl frequency by subdirectory level, you will need to mostly eyeball it but the following formula can help:</p> <pre>=IF(RIGHT(C2,1)="/",SUM(LEN(C2)-LEN(SUBSTITUTE(C2,"/","")))/LEN("/")+SUM(LEN(C2)-LEN(SUBSTITUTE(C2,"=","")))/LEN("=")-2, SUM(LEN(C2)-LEN(SUBSTITUTE(C2,"/","")))/LEN("/")+SUM(LEN(C2)-LEN(SUBSTITUTE(C2,"=","")))/LEN("=")-1) </pre> <p>The above formula looks like a bit of a doozy, but all it does is check if there is a trailing slash, and depending on the answer, count the number of trailing slashes and subtract either 2 or 1 from the number. This formula could be shortened if you remove all trailing slashes from your URL list using the RIGHT formula — but who has the time. What you’re left with is subdirectory count (starting from 0 from as the first subdirectory).</p> <p>Replace C2 with the first URL stem / URL cell and then copy the formula down your entire list to get it working. </p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061d6ba4f5.53087000.png" width="529" height="126" data-image="ena0bl06ik0e"></figure> <p>Make sure you replace all of the C2s with the appropriate starting cell and then sort the new subdirectory counting column by smallest to largest to get a good list of folders in a logical order, or easily filter by subdirectory level. For example, as shown in the below screenshots:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061e1a6082.31935447.png" width="529" height="164" data-image="dq94u1mjtbk4"></figure> <p>The above image is subdirectories sorted by level.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061f15e0d7.04975871.png" width="529" height="62" data-image="ldfvaqq95sjd"></figure> <p>The above image is subdirectories sorted by depth.</p> <p>If you’re not dealing with a lot of URLs, you could simply sort the URLs by alphabetical order but then you won’t get the subdirectory count filtering which can be a lot faster for larger sites.</p> <h3>See crawl frequency by content type</h3> <p>Finding out what content is getting crawled, or if there are any content types that are hogging crawl budget, is a great check to spot crawl budget waste. Frequent crawling on unnecessary or low priority CSS and JS files, or how crawling is occurring on images if you are trying to optimize for image search, can easily be spotted with this tactic.</p> <p>In Excel, seeing crawl frequency by content type is as easy as filtering by URL or URI stem using the Ends With filtering option. </p> <figure spellcheck="false"><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25061fe91af7.08491089.png" width="602" height="289" data-image="jatf5xu54xzl"></figure> <p><br>Quick Tip: You can also use the “Does Not End With” filter and use a .html extension to see how non-HTML page files are being crawled — always worth checking in case of crawl budget waste on unnecessary js or css files, or even images and image variations (looking at you Wordpress). Also, remember if you have a site with trailing and non-trailing slash URLs to take that into account with the “or” operator with filtering.</p> <h2>Spying on bots: Understand site crawl behavior<br></h2> <p>Log File Analysis allows us to understand how bots behave by giving us an idea of how&nbsp;they prioritize. How do different bots behave in different situations? With this knowledge, you can not only deepen your understanding of SEO and crawling, but also give you a huge leap in understanding the effectiveness of your site architecture.</p> <h3>See most and least crawled URLs</h3> <p>This strategy has been touched up previously with seeing crawled URLs by user-agent, but it’s even faster.</p> <p>In Excel, select a cell in your table and then click Insert &gt; Pivot Table, make sure the selection contains the necessary columns (in this case, the URL or URI stem and the user-agent) and click OK.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506213fab38.41051199.png" width="602" height="232" data-image="m6m8l6rb4vbe"></figure> <p>Once you have your pivot table created, set the rows to the URL or URI stem, and the summed value as the user-agent.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250621f16421.00606110.png" width="335" height="361" data-image="a29zottxs1w0"></figure> <p>From there, you can right-click in the user-agent column and sort the URLs from largest to smallest by crawl count:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250622d2e132.34033949.png" width="491" height="359" data-image="5r2rl9ov7jx2"></figure> <p>Now you’ll have a great table to make charts from or quickly review and look for any problematic areas:</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d25062407cfb9.82883116.png" width="353" height="333" data-image="uwm1cnwvj65e"></figure> <p>A question to ask yourself when reviewing this data is: Are the pages you or the client would want being crawled? How often? Frequent crawling doesn’t necessarily mean better results, but it can be an indication as to what Google and other content user-agents prioritize most.</p> <h3></h3> <h3>Crawl frequency per day, week, or month</h3> <p>Checking the crawling activity to identify issues where there has been loss of visibility around a period of time, after a Google update or in an emergency can inform you where the problem might be. This is as simple as selecting the “date” column, making sure the column is in the “date” format type, and then using the date filtering options on the date column. If you’re looking to analyze a whole week, just select the corresponding days with the filtering options available.</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250625267ed6.01945078.png" width="274" height="450" data-image="tbehsndglk7r"></figure> <h3>Crawl frequency by directive</h3> <p>Understanding what directives are being followed (for instance, if you are using a disallow or even a no-index directive in robots.txt) by Google is essential to any SEO audit or campaign. If a site is using disallows with faceted navigation URLs, for example, you’ll want to make sure these are being obeyed. If&nbsp;they aren’t, recommend a better solution such as on-page directives like meta robots tags.</p> <p>To see crawl frequency by directive, you’ll need to combine a crawl report with your log file analysis. </p> <p>(Warning: We’re going to be using VLOOKUP, but it’s really not as complicated as people make it out to be)</p> <p>To get the combined data, do the following:</p> <ol><li> Get the crawl from your site using your favorite crawling software. I might be biased, but I’m a big fan of the Screaming Frog SEO Spider, so I’m going to use that. <br><br>If you’re also using the spider, follow the steps verbatim, but otherwise, make your own call to get the same results.<br><br></li><li>Export the Internal HTML report from the SEO Spider (Internal Tab &gt; “Filter: HTML”) and open up the “internal_all.xlsx” file.<br><br><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506260ad588.85394819.png" width="602" height="251" data-image="albc8kze4dau"><br><br>From there, you can filter the “Indexability Status” column and remove all blank cells. To do this, use the “does not contain” filter and just leave it blank. You can also add the “and” operator and filter out redirected URLs by making the filter value equal “does not contain → “Redirected” as shown below:<br><br><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d250626c666f4.75302591.png" width="602" height="189" data-image="vclkn7e70ma7"><br><br>This will show you canonicalized, no-index by meta robots and canonicalized URLs.<br><br></li><li>Copy this new table out (with just the Address and Indexability Status columns) and paste it in another sheet of your log file analysis export.<br><br></li><li>Now for some VLOOKUP magic. First, we need to make sure the URI or URL column data is in the same format as the crawl data. <br><br>Log Files don’t generally have the root domain or protocol in the URL, so we either need to remove the head of the URL using "Find and Replace" in our newly made sheet, or make a new column in your log file analysis sheet append the protocol and root domain to the URI stem. I prefer this method because then you can quickly copy and paste a URL that you are seeing problems with and take a look. However, if you have a massive log file, it is probably a lot less CPU intensive with the "Find and Replace" method.<br><br>To get your full URLs, use the following formula but with the URL field&nbsp;changed to whatever site you are analyzing (and make sure the protocol is correct as well). You'll also want to change&nbsp;D2 to the first cell of your URL column<br><br>="<a href="https://www.example.com" &d2<br=""><br>Drag" class="redactor-autoparser-object"&gt;https://www.example.com"&D...</a> down the formula to the end of your Log file table and get a nice list of full URLs:<br><img src="http://d2v4zi8pl64nxt.cloudfront.net/spying-on-google-with-log-file-analysis/5d2506282ffeb8.78608754.png" width="602" height="435" data-image="9qyttgqrc1zw"><br><br></li><li>Now, create another column and call it “Indexability Status”. In the first cell, use a VLOOKUP similar to the following: =VLOOKUP(E2,CrawlSheet!A$1:B$1128,2,FALSE). Replace E2 with the first cell of you "Full URL" column, the New YouTube Revenue Opportunities for Channels https://www.socialmediaexaminer.com/new-youtube-revenue-opportunities-for-channels/ Social Media Examiner urn:uuid:bf4d0c54-6c64-a493-4f90-5ac451923980 Sat, 20 Jul 2019 10:00:07 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMTalkShow-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/2019/07/SMMTalkShow-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMTalkShow-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMTalkShow-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMTalkShow-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMTalkShow-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 YouTube revenue opportunities for channels, learning playlists, and more with special guest, Luria Petrucci of Live Streaming [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/new-youtube-revenue-opportunities-for-channels/">New YouTube Revenue Opportunities for Channels</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> 8 First-Time Home Buyer Loans and Programs https://www.nerdwallet.com/article/mortgages/programs-help-first-time-homebuyers NerdWallet urn:uuid:96a3fba1-1de1-2511-4f89-67c13b37c08d Fri, 19 Jul 2019 23:00:32 +0000 Buying a home is so hard, they should make it an Olympic event. It’s not just the paperwork; it’s the terminology, the fees and the number of people involved. It’s… <p>Buying a home is so hard, they should make it an Olympic event. It’s not just the paperwork; it’s the terminology, the fees and the number of people involved. It’s natural to want to agree to whatever, sign everything and just get through the process as fast as you can. While that may make you...</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> Hal M. Bundrick, CFP is a writer at NerdWallet. Email: hal@nerdwallet.com. Twitter: @halmbundrick. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 8 First-Time Home Buyer Loans and Programs originally appeared on NerdWallet.</p><span data-post-id="513195"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=513195" style="display: none;" data-has-syndication-rights="1" /> Tax Planning for Beginners: 6 Concepts to Know https://www.nerdwallet.com/blog/taxes/tax-planning/ NerdWallet urn:uuid:e7959309-075f-7e1d-7558-0a8d8dbdc001 Fri, 19 Jul 2019 18:48:22 +0000 Tax rules can be complicated, but taking some time to know and use them for your benefit can change how much you end up paying (or getting back) in April.… <p>Tax rules can be complicated, but taking some time to know and use them for your benefit can change how much you end up paying (or getting back) in April. Here are some key tax planning concepts to understand before you make your next money move. Understanding your tax bracket You can’t really plan 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> Tina Orem is a writer at NerdWallet. Email: torem@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Tax Planning for Beginners: 6 Concepts to Know originally appeared on NerdWallet.</p><span data-post-id="457956"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=457956" style="display: none;" data-has-syndication-rights="1" /> Benefits of the Capital One Platinum https://www.nerdwallet.com/blog/credit-cards/benefits-capital-one-platinum/ NerdWallet urn:uuid:6b20da80-c271-ed12-d36a-bb3bcd12f975 Fri, 19 Jul 2019 16:44:16 +0000 The  isn’t a fancy credit card by any means. It doesn’t offer rewards or perks or even a low interest rate. What makes it such a popular card is who can get it.… <p>The Capital One® Platinum Credit Card isn’t a fancy credit card by any means. It doesn’t offer rewards or perks or even a low interest rate. What makes it such a popular card is who can get it. It’s specifically marketed to people with average credit. » MORE: NerdWallet’s best credit cards for fair credit Qualify with average credit...</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> Paul Soucy is a writer at NerdWallet. Email: paul@nerdwallet.com. Twitter: @paulsoucy. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Benefits of the Capital One Platinum originally appeared on NerdWallet.</p><span data-post-id="656914"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=656914" style="display: none;" data-has-syndication-rights="1" /> Credit Score Up? How to Build Your Credit Smarts Too https://www.nerdwallet.com/blog/finance/hows-your-credit-knowledge/ NerdWallet urn:uuid:c9fc4bcd-2f11-2bdb-7eb2-d4c2b990a409 Fri, 19 Jul 2019 15:00:49 +0000 Well done, America. Credit scores across the nation are going up. On the other hand, knowledge of how credit works is declining. Consumers’ grasp of credit is the lowest it’s… <p>Well done, America. Credit scores across the nation are going up. On the other hand, knowledge of how credit works is declining. Consumers’ grasp of credit is the lowest it’s been in eight years, according to an annual survey by credit scoring company VantageScore and the Consumer Federation of America, a nonprofit association of consumer...</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 Credit Score Up? How to Build Your Credit Smarts Too originally appeared on NerdWallet.</p><span data-post-id="651986"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=651986" style="display: none;" data-has-syndication-rights="1" /> Building a Community in a Changing Social Media World https://www.socialmediaexaminer.com/building-community-in-changing-social-media-world/ Social Media Examiner urn:uuid:3d9e50e5-ff68-fc08-48bf-c8c44faa84a7 Fri, 19 Jul 2019 10:00:13 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/build-community-groups-gina-bianchini-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/2019/07/build-community-groups-gina-bianchini-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/build-community-groups-gina-bianchini-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/build-community-groups-gina-bianchini-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/build-community-groups-gina-bianchini-1200-768x402.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/build-community-groups-gina-bianchini-1200-1024x536.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Could your business benefit from a dedicated community? Wondering where you should build your community? To explore why building community and groups is essential for marketers, I interview community-building expert Gina Bianchini. She&#8217;s the former CEO and co-founder of Ning. She&#8217;s also the founder and CEO of Mighty Networks. Gina explains how a community differs [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/building-community-in-changing-social-media-world/">Building a Community in a Changing Social Media World</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Aren't 301s, 302s, and Canonicals All Basically the Same? - Best of Whiteboard Friday http://tracking.feedpress.it/link/9375/12675573 Moz Blog urn:uuid:44113305-2ad3-b241-8c29-440a80665d12 Fri, 19 Jul 2019 00:06:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/22897\">Dr-Pete</a></p><p>They say history repeats itself. In the case of the great 301 vs 302 vs rel=canonical debate, it repeats itself about every three months. And in the case of this Whiteboard Friday, it repeats once every two years as we revisit a still-relevant topic in SEO and re-release an episode that's highly popular to this day.&nbsp;Join Dr. Pete as he explains how bots and humans experience pages differently depending on which solution you use, why it matters, and how each choice may be treated by Google.</p> <p class="wistia_responsive_padding" style="padding:5.25% 0 0 0;position:relative;"> </p> <figure><iframe src="http://fast.wistia.net/embed/iframe/37hhrhquz8?videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe></figure> <p></p> <script src="http://fast.wistia.net/assets/external/E-v1.js" async=""></script> <p style="text-align: center;"></p> <figure><a href="http://d2v4zi8pl64nxt.cloudfront.net/aren-t-301s-302-and-canonicals-all-basically-the-same-whiteboard-friday/58a5f99a7cb421.65510772.jpg" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/aren-t-301s-302-and-canonicals-all-basically-the-same-whiteboard-friday/58a5f99a7cb421.65510772.jpg" alt="Aren't 301s, 302s, and canonicals all basically the same?" style="box-shadow: rgb(153, 153, 153) 0px 0px 10px 0px; border-radius: 20px;" data-image="9ysklvuezr2s"></a></figure> <p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab! </p> <h2>Video Transcription</h2> <p>Hey, Moz fans, it's Dr. Pete, your friendly neighborhood marketing scientist here at Moz, and I want to talk today about an issue that comes up probably about every three months since the beginning of SEO history. It's a question that looks something like this: Aren't 301s, 302s, and <a href="https://moz.com/learn/seo/canonicalization">canonicals</a> all basically the same? </p> <p> So if you're busy and you need the short answer, it's, <strong>"No, they're not."</strong> But you may want the more nuanced approach. This popped up again about a week [month] ago, because John Mueller on the Webmaster Team at Google had posted about redirection for secure sites, and in it someone had said, "Oh, wait, 302s don't pass PageRank." </p> <p> John said, "No. That's a myth. It's incorrect that 302s don't pass PR," which is a very short answer to a very long, technical question. So SEOs, of course, jumped on that, and it turned into, "301s and 302s are the same, cats are dogs, cakes are pie, up is down." We all did our freakout that happens four times a year. </p> <p> So I want to get into why this is a difficult question, why these things are important, why they <em>are</em> different, and why they're different not just from a technical SEO perspective, but from the intent and why that matters. </p> <p> I've talked to John a little bit. I'm not going to put words in his mouth, but I think 95% of this will be approved, and if you want to ask him, that's okay afterwards too. </p> <h2>Why is this such a difficult question?</h2> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/58b85d07763ab0.67873392.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="wxfokc79xaka"></figure> <p>So let's talk a little bit about classic 301, 302. So a 301 redirect situation is what we call a<strong> permanent redirect.</strong> What we're trying to accomplish is something like this. We have an old URL, URL A, and let's say for example a couple years ago Moz moved our entire site from seomoz.org to moz.com. That was a permanent change, and so we wanted to tell Google two things and all bots and browsers: </p> <ol> <li>First of all, send the people to the new URL, and, second, </li> <li>pass all the signals. All these equity, PR, ranking signals, whatever you want to call them, authority, that should go to the new page as well. </li> </ol> <p> <strong>So people and bots should <em>both</em> end up on this new page.</strong></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/58b85d14b1a2d8.34694970.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="m7acamh60mln"></figure> <p>A classic 302 situation is something like a one-day sale. So what we're saying is for some reason we have this main page with the product. We can't put the sale information on that page. We need a new URL. Maybe it's our CMS, maybe it's a political thing, doesn't matter. So we want to do a 302, a temporary redirect that says, "Hey, you know what? All the signals, all the ranking signals, the PR, for Google's sake keep the old page. That's the main one. But send people to this other page just for a couple of days, and then we're going to take that away." </p> <p> <strong>So these do two different things.</strong> One of these tells the bots, "Hey, this is the new home," and the other one tells it, "Hey, stick around here. This is going to come back, but we want people to see the new thing." </p> <p> So I think sometimes Google interprets our meaning and can change things around, and we get frustrated because we go, "Why are they doing that? Why don't they just listen to our signals?" </p> <h2>Why are these differentiations important?</h2> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/58b85d5f7b78b7.22600699.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="at67az9wvqkd"></figure> <p>The problem is this. In the real world, we end up with things like this, we have page W that 301s to page T that 302s to page F and page F rel=canonicals back to page W, and Google reads this and says, "W, T, F." What do we do? </p> <p> We sent bad signals. We've done something that just doesn't make sense, and Google is forced to interpret us, and that's a very difficult thing. We do a lot of strange things. We'll set up 302s because that's what's in our CMS, that's what's easy in an Apache rewrite file. We forget to change it to a 301. Our devs don't know the difference, and so we end up with a lot of ambiguous situations, a lot of mixed signals, and Google is trying to help us. Sometimes they don't help us very well, but they just run into these problems a lot. </p> <p> In this case, the bots have no idea where to go. The people are going to end up on that last page, but the bots are going to have to choose, and they're probably going to choose badly because our <em>intent</em> isn't clear. </p> <h2>How are 301s, 302s, and rel=canonical different?</h2> <p>So there are a couple situations I want to cover, because I think they're fairly common and I want to show that this is complex. Google can interpret, but there are some reasons and there's some rhyme or reason. </p> <h3>1. Long-term 302s may be treated as 301s.</h3> <p>So the first one is that<strong> long-term 302s are probably going to be treated as 301s.</strong> They don't make any sense. If you set up a 302 and you leave it for six months, Google is going to look at that and say, "You know what? I think you meant this to be permanent and you made a mistake. We're going to pass ranking signals, and we're going to send people to page B." I think that generally makes sense. </p> <p> Some types of 302s just don't make sense at all. So if you're migrating from non-secure to secure, from HTTP to HTTPS and you set up a 302, that's a signal that doesn't quite make sense. Why would you temporarily migrate? This is probably a permanent choice, and so in that case, and this is actually what John was addressing in this post originally, in that case Google is probably going to look at that and say, "You know what? I think you meant 301s here," and they're going to pass signals to the secure version. We know they prefer that anyway, so they're going to make that choice for you. </p> <p> <strong>If you're confused about where the signals are going, then look at the page that's ranking,</strong> because in most cases the page that Google chooses to rank is the one that's getting the ranking signals. It's the one that's getting the PR and the authority. </p> <p> So if you have a case like this, a 302, and you leave it up permanently and you start to see that Page B is the one that's being indexed and ranking, then Page B is probably the one that's getting the ranking signals. So Google has interpreted this as a 301. If you leave a 302 up for six months and you see that Google is still taking people to Page A, then Page A is probably where the ranking signals are going. </p> <p> So that can give you an indicator of what their decision is. It's a little hard to reverse that. But if you've left a 302 in place for six months, then I think you have to ask yourself, "What was my intent? What am I trying to accomplish here?" </p> <p> Part of the problem with this is that when we ask this question, "Aren't 302s, 301s, canonicals all basically the same?" what we're really implying is, "Aren't they the same for SEO?" I think this is a legitimate but very dangerous question, because, yes, we need to know how the signals are passed and, yes, Google may pass ranking signals through any of these things. But for <em>people</em> they're very different, and this is important. </p> <h3>2. Rel=canonical is for bots, not people.</h3> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/58b85d419418c0.68143340.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="ijx2x7qvr1cb"></figure> <p>So I want to talk about rel=canonical briefly because rel=canonical is a bit different. We have Page A and Page B again, and we're going to canonical from Page A to Page B. What we're basically saying with this is, "Look, I want you, the bots, to consider Page B to be the main page. You know, for some reason I have to have these near duplicates. I have to have these other copies. But this is the main one. This is what I want to rank. But I want <em>people</em> to stay on Page A." </p> <p> So this is entirely different from a 301 where I want people and bots to go to Page B. That's different from a 302, where I'm going to try to keep the bots where they are, but send people over here. </p> <p> So take it from a user perspective. I have had in Q&A all the time people say, "Well, I've heard that rel=canonical passes ranking signals. Which should I choose? Should I choose that or 301? What's better for SEO?" </p> <p> That's true. We do think it generally passes ranking signals, but for SEO is a bad question, because these are completely different user experiences, and either you're going to want people to stay on Page A or you're going to want people to go to Page B. </p> <h2>Why this matters, both for bots and for people</h2> <p> So I just want you to keep in mind, when you look at these three things, it's true that 302s can pass PR. But if you're in a situation where you want a permanent redirect, you want people to go to Page B, you want bots to go to Page B, you want Page B to rank, use the right signal. Don't confuse Google. They may make bad choices. Some of your 302s may be treated as 301s. It doesn't make them the same, and a rel=canonical is a very, very different situation that essentially leaves people behind and sends bots ahead. </p> <p> So keep in mind what your use case actually is, keep in mind what your goals are, and don't get over-focused on the ranking signals themselves or the SEO uses because all off these three things have different purposes. </p> <p>So I hope that makes sense. If you have any questions or comments or you've seen anything weird actually happen on Google, please let us know and I'll be happy to address that. And until then, we'll see you next week. </p> <p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/" target="_blank">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/22897\">Dr-Pete</a></p><p>They say history repeats itself. In the case of the great 301 vs 302 vs rel=canonical debate, it repeats itself about every three months. And in the case of this Whiteboard Friday, it repeats once every two years as we revisit a still-relevant topic in SEO and re-release an episode that's highly popular to this day.&nbsp;Join Dr. Pete as he explains how bots and humans experience pages differently depending on which solution you use, why it matters, and how each choice may be treated by Google.</p> <p class="wistia_responsive_padding" style="padding:5.25% 0 0 0;position:relative;"> </p> <figure><iframe src="http://fast.wistia.net/embed/iframe/37hhrhquz8?videoFoam=true" title="Wistia video player" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe></figure> <p></p> <script src="http://fast.wistia.net/assets/external/E-v1.js" async=""></script> <p style="text-align: center;"></p> <figure><a href="http://d2v4zi8pl64nxt.cloudfront.net/aren-t-301s-302-and-canonicals-all-basically-the-same-whiteboard-friday/58a5f99a7cb421.65510772.jpg" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/aren-t-301s-302-and-canonicals-all-basically-the-same-whiteboard-friday/58a5f99a7cb421.65510772.jpg" alt="Aren't 301s, 302s, and canonicals all basically the same?" style="box-shadow: rgb(153, 153, 153) 0px 0px 10px 0px; border-radius: 20px;" data-image="9ysklvuezr2s"></a></figure> <p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high-resolution version in a new tab! </p> <h2>Video Transcription</h2> <p>Hey, Moz fans, it's Dr. Pete, your friendly neighborhood marketing scientist here at Moz, and I want to talk today about an issue that comes up probably about every three months since the beginning of SEO history. It's a question that looks something like this: Aren't 301s, 302s, and <a href="https://moz.com/learn/seo/canonicalization">canonicals</a> all basically the same? </p> <p> So if you're busy and you need the short answer, it's, <strong>"No, they're not."</strong> But you may want the more nuanced approach. This popped up again about a week [month] ago, because John Mueller on the Webmaster Team at Google had posted about redirection for secure sites, and in it someone had said, "Oh, wait, 302s don't pass PageRank." </p> <p> John said, "No. That's a myth. It's incorrect that 302s don't pass PR," which is a very short answer to a very long, technical question. So SEOs, of course, jumped on that, and it turned into, "301s and 302s are the same, cats are dogs, cakes are pie, up is down." We all did our freakout that happens four times a year. </p> <p> So I want to get into why this is a difficult question, why these things are important, why they <em>are</em> different, and why they're different not just from a technical SEO perspective, but from the intent and why that matters. </p> <p> I've talked to John a little bit. I'm not going to put words in his mouth, but I think 95% of this will be approved, and if you want to ask him, that's okay afterwards too. </p> <h2>Why is this such a difficult question?</h2> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/58b85d07763ab0.67873392.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="wxfokc79xaka"></figure> <p>So let's talk a little bit about classic 301, 302. So a 301 redirect situation is what we call a<strong> permanent redirect.</strong> What we're trying to accomplish is something like this. We have an old URL, URL A, and let's say for example a couple years ago Moz moved our entire site from seomoz.org to moz.com. That was a permanent change, and so we wanted to tell Google two things and all bots and browsers: </p> <ol> <li>First of all, send the people to the new URL, and, second, </li> <li>pass all the signals. All these equity, PR, ranking signals, whatever you want to call them, authority, that should go to the new page as well. </li> </ol> <p> <strong>So people and bots should <em>both</em> end up on this new page.</strong></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/58b85d14b1a2d8.34694970.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="m7acamh60mln"></figure> <p>A classic 302 situation is something like a one-day sale. So what we're saying is for some reason we have this main page with the product. We can't put the sale information on that page. We need a new URL. Maybe it's our CMS, maybe it's a political thing, doesn't matter. So we want to do a 302, a temporary redirect that says, "Hey, you know what? All the signals, all the ranking signals, the PR, for Google's sake keep the old page. That's the main one. But send people to this other page just for a couple of days, and then we're going to take that away." </p> <p> <strong>So these do two different things.</strong> One of these tells the bots, "Hey, this is the new home," and the other one tells it, "Hey, stick around here. This is going to come back, but we want people to see the new thing." </p> <p> So I think sometimes Google interprets our meaning and can change things around, and we get frustrated because we go, "Why are they doing that? Why don't they just listen to our signals?" </p> <h2>Why are these differentiations important?</h2> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/58b85d5f7b78b7.22600699.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="at67az9wvqkd"></figure> <p>The problem is this. In the real world, we end up with things like this, we have page W that 301s to page T that 302s to page F and page F rel=canonicals back to page W, and Google reads this and says, "W, T, F." What do we do? </p> <p> We sent bad signals. We've done something that just doesn't make sense, and Google is forced to interpret us, and that's a very difficult thing. We do a lot of strange things. We'll set up 302s because that's what's in our CMS, that's what's easy in an Apache rewrite file. We forget to change it to a 301. Our devs don't know the difference, and so we end up with a lot of ambiguous situations, a lot of mixed signals, and Google is trying to help us. Sometimes they don't help us very well, but they just run into these problems a lot. </p> <p> In this case, the bots have no idea where to go. The people are going to end up on that last page, but the bots are going to have to choose, and they're probably going to choose badly because our <em>intent</em> isn't clear. </p> <h2>How are 301s, 302s, and rel=canonical different?</h2> <p>So there are a couple situations I want to cover, because I think they're fairly common and I want to show that this is complex. Google can interpret, but there are some reasons and there's some rhyme or reason. </p> <h3>1. Long-term 302s may be treated as 301s.</h3> <p>So the first one is that<strong> long-term 302s are probably going to be treated as 301s.</strong> They don't make any sense. If you set up a 302 and you leave it for six months, Google is going to look at that and say, "You know what? I think you meant this to be permanent and you made a mistake. We're going to pass ranking signals, and we're going to send people to page B." I think that generally makes sense. </p> <p> Some types of 302s just don't make sense at all. So if you're migrating from non-secure to secure, from HTTP to HTTPS and you set up a 302, that's a signal that doesn't quite make sense. Why would you temporarily migrate? This is probably a permanent choice, and so in that case, and this is actually what John was addressing in this post originally, in that case Google is probably going to look at that and say, "You know what? I think you meant 301s here," and they're going to pass signals to the secure version. We know they prefer that anyway, so they're going to make that choice for you. </p> <p> <strong>If you're confused about where the signals are going, then look at the page that's ranking,</strong> because in most cases the page that Google chooses to rank is the one that's getting the ranking signals. It's the one that's getting the PR and the authority. </p> <p> So if you have a case like this, a 302, and you leave it up permanently and you start to see that Page B is the one that's being indexed and ranking, then Page B is probably the one that's getting the ranking signals. So Google has interpreted this as a 301. If you leave a 302 up for six months and you see that Google is still taking people to Page A, then Page A is probably where the ranking signals are going. </p> <p> So that can give you an indicator of what their decision is. It's a little hard to reverse that. But if you've left a 302 in place for six months, then I think you have to ask yourself, "What was my intent? What am I trying to accomplish here?" </p> <p> Part of the problem with this is that when we ask this question, "Aren't 302s, 301s, canonicals all basically the same?" what we're really implying is, "Aren't they the same for SEO?" I think this is a legitimate but very dangerous question, because, yes, we need to know how the signals are passed and, yes, Google may pass ranking signals through any of these things. But for <em>people</em> they're very different, and this is important. </p> <h3>2. Rel=canonical is for bots, not people.</h3> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/58b85d419418c0.68143340.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="ijx2x7qvr1cb"></figure> <p>So I want to talk about rel=canonical briefly because rel=canonical is a bit different. We have Page A and Page B again, and we're going to canonical from Page A to Page B. What we're basically saying with this is, "Look, I want you, the bots, to consider Page B to be the main page. You know, for some reason I have to have these near duplicates. I have to have these other copies. But this is the main one. This is what I want to rank. But I want <em>people</em> to stay on Page A." </p> <p> So this is entirely different from a 301 where I want people and bots to go to Page B. That's different from a 302, where I'm going to try to keep the bots where they are, but send people over here. </p> <p> So take it from a user perspective. I have had in Q&A all the time people say, "Well, I've heard that rel=canonical passes ranking signals. Which should I choose? Should I choose that or 301? What's better for SEO?" </p> <p> That's true. We do think it generally passes ranking signals, but for SEO is a bad question, because these are completely different user experiences, and either you're going to want people to stay on Page A or you're going to want people to go to Page B. </p> <h2>Why this matters, both for bots and for people</h2> <p> So I just want you to keep in mind, when you look at these three things, it's true that 302s can pass PR. But if you're in a situation where you want a permanent redirect, you want people to go to Page B, you want bots to go to Page B, you want Page B to rank, use the right signal. Don't confuse Google. They may make bad choices. Some of your 302s may be treated as 301s. It doesn't make them the same, and a rel=canonical is a very, very different situation that essentially leaves people behind and sends bots ahead. </p> <p> So keep in mind what your use case actually is, keep in mind what your goals are, and don't get over-focused on the ranking signals themselves or the SEO uses because all off these three things have different purposes. </p> <p>So I hope that makes sense. If you have any questions or comments or you've seen anything weird actually happen on Google, please let us know and I'll be happy to address that. And until then, we'll see you next week. </p> <p><a href="http://www.speechpad.com/page/video-transcription/" target="_blank">Video transcription</a> by <a href="http://www.speechpad.com/" target="_blank">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/9375/12675573.gif" height="1" width="1"/> How to Pay for a Coding Boot Camp https://www.nerdwallet.com/blog/loans/student-loans/how-to-pay-for-coding-bootcamp/ NerdWallet urn:uuid:d16fe31a-9495-f36f-a762-e0c49c2e4884 Thu, 18 Jul 2019 21:03:26 +0000 Coding boot camps are short-term training programs with big price tags. 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Twitter: @AnnaHelhoski. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How to Pay for a Coding Boot Camp originally appeared on NerdWallet.</p><span data-post-id="657264"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657264" style="display: none;" data-has-syndication-rights="1" /> How to Get the Most From the Alaska Airlines Companion Fare https://www.nerdwallet.com/blog/travel/how-to-get-the-most-from-the-alaska-airlines-companion-fare/ NerdWallet urn:uuid:73066737-37dc-affc-ba85-6130346c0534 Thu, 18 Jul 2019 18:21:47 +0000 The annual Companion Fare included with the Alaska Airlines Visa Signature® credit card is not only one of the best perks of the card, but one of the best perks… <p>The annual Companion Fare included with the Alaska Airlines Visa Signature® credit card is not only one of the best perks of the card, but one of the best perks of any branded airline credit card. It lets you book one round-trip coach fare for just $99 (plus taxes and fees) on the same itinerary....</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> Sam Kemmis is a writer at NerdWallet. Email: skemmis@nerdwallet.com. Twitter: @samsambutdif. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How to Get the Most From the Alaska Airlines Companion Fare originally appeared on NerdWallet.</p><span data-post-id="657230"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657230" style="display: none;" data-has-syndication-rights="1" /> How to Save Money on International Flights https://www.nerdwallet.com/article/travel/how-to-save-money-on-international-flights NerdWallet urn:uuid:89bb471a-9588-a205-b526-9c5d75b33b50 Thu, 18 Jul 2019 18:18:41 +0000 Not everyone has the luxury of shopping among airports for the best deals on international flights. For many of us, there’s one airport nearby and then it’s a layover at… <p>Not everyone has the luxury of shopping among airports for the best deals on international flights. 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Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How to Save Money on International Flights originally appeared on NerdWallet.</p><span data-post-id="657386"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657386" style="display: none;" data-has-syndication-rights="1" /> How to Wean Your Adult Child Off Your Credit Cards https://www.nerdwallet.com/blog/finance/how-to-wean-your-adult-child-off-your-credit-cards/ NerdWallet urn:uuid:92fead17-6c73-acda-1682-1a66d962b8b4 Thu, 18 Jul 2019 18:00:12 +0000 It’s not hard to end up with an adult child on your credit card — and it can feel awkward to ask them to surrender it. Making your child an… <p>It’s not hard to end up with an adult child on your credit card — and it can feel awkward to ask them to surrender it. 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Twitter: @BeverlyOShea. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How to Wean Your Adult Child Off Your Credit Cards originally appeared on NerdWallet.</p><span data-post-id="657108"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657108" style="display: none;" data-has-syndication-rights="1" /> Which 5% Rotating Bonus Category Card Should I Choose? https://www.nerdwallet.com/blog/credit-cards/5-percent-bonus-category-credit-cards/ NerdWallet urn:uuid:fca21095-40e7-181d-04d0-e12243f9ca23 Thu, 18 Jul 2019 16:31:32 +0000 If a credit card offering killer rewards of 5% cash back caught your eye, chances are it’s a quarterly rotating bonus category card. This means that those ultra-high rewards are earned in specific… <p>If a credit card offering killer rewards of 5% cash back caught your eye, chances are it’s a quarterly rotating bonus category card. 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Twitter: @robinsaks. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Which 5% Rotating Bonus Category Card Should I Choose? originally appeared on NerdWallet.</p><span data-post-id="654423"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=654423" style="display: none;" data-has-syndication-rights="1" /> AmEx Launches 2% Cash-Back Small-Business Credit Card https://www.nerdwallet.com/blog/credit-cards/amex-blue-business-cash-back-card/ NerdWallet urn:uuid:9464684e-079a-e959-2223-69e9704e09fa Thu, 18 Jul 2019 14:22:43 +0000 American Express has added a new cash-back member to its family of small-business credit cards: the American Express Blue Business Cash card. The card is aimed at small businesses and… <p>American Express has added a new cash-back member to its family of small-business credit cards: the American Express Blue Business Cash card. 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Twitter: @robinsaks. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article AmEx Launches 2% Cash-Back Small-Business Credit Card originally appeared on NerdWallet.</p><span data-post-id="655441"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=655441" style="display: none;" data-has-syndication-rights="1" /> Hilton Cards Hike Bonuses as the Ascend Reverts Back to Surpass https://www.nerdwallet.com/blog/credit-cards/hilton-amex-cards-hike-bonuses-ascend-reverts-to-surpass/ NerdWallet urn:uuid:cafb3339-f999-8a3e-5fdc-31c5fc78f7ec Thu, 18 Jul 2019 13:01:20 +0000 The Hilton Honors American Express Ascend Card has officially changed its name — harking back to its original “Surpass” monicker — and Hilton and AmEx are marking the occasion by increasing the welcome… <p>The Hilton Honors American Express Ascend Card has officially changed its name — harking back to its original “Surpass” monicker — and Hilton and AmEx are marking the occasion by increasing the welcome offers on several of their co-branded cards for a limited time. The product will now be known as the Hilton Honors American Express Surpass® Card, and through Aug....</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> Robin Saks Frankel is a writer at NerdWallet. Email: rfrankel@nerdwallet.com. Twitter: @robinsaks. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Hilton Cards Hike Bonuses as the Ascend Reverts Back to Surpass originally appeared on NerdWallet.</p><span data-post-id="657658"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657658" style="display: none;" data-has-syndication-rights="1" /> Hilton Cards Hike Bonuses as the Ascend Reverts to Surpass https://www.nerdwallet.com/blog/credit-cards/hilton-amex-cards-hike-bonuses-ascend-reverts-to-surpass/ NerdWallet urn:uuid:74e95ab9-0a81-7cfb-7896-02fd6cae8b90 Thu, 18 Jul 2019 13:01:20 +0000 The Hilton Honors American Express Ascend Card has officially changed its name — harking back to its original “Surpass” monicker — and Hilton and AmEx are marking the occasion by increasing the welcome… <p>The Hilton Honors American Express Ascend Card has officially changed its name — harking back to its original “Surpass” monicker — and Hilton and AmEx are marking the occasion by increasing the welcome offers on several of their co-branded cards for a limited time. The product will now be known as the Hilton Honors American Express Surpass® Card, and through Aug....</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> Robin Saks Frankel is a writer at NerdWallet. Email: rfrankel@nerdwallet.com. Twitter: @robinsaks. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Hilton Cards Hike Bonuses as the Ascend Reverts to Surpass originally appeared on NerdWallet.</p><span data-post-id="657658"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657658" style="display: none;" data-has-syndication-rights="1" /> 5 Things to Know About the Banc of California Los Angeles Football Club Mastercard https://www.nerdwallet.com/blog/credit-cards/banc-of-california-los-angeles-football-club-mastercard/ NerdWallet urn:uuid:7c066b28-b5fa-24d6-26d2-a297bc25d751 Wed, 17 Jul 2019 22:35:51 +0000 Do you bleed black and gold for the Los Angeles Football Club? You might want to check out the Banc of California Los Angeles Football Club Mastercard®. Learn More The… <p>Do you bleed black and gold for the Los Angeles Football Club? You might want to check out the Banc of California Los Angeles Football Club Mastercard®. Learn More The $0-annual-fee card, issued by Elan Financial Services, earns decent rewards, but it’s also packed with perks that any superfan would get a kick out of....</p><p class="nw-originally-posted-link">The article 5 Things to Know About the Banc of California Los Angeles Football Club Mastercard originally appeared on NerdWallet.</p><span data-post-id="656916"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=656916" style="display: none;" data-has-syndication-rights="1" /> How Your 2019 Vacation Can Pay for Your 2020 Vacation https://www.nerdwallet.com/blog/travel/reward-optimization/how-your-2019-summer-vacation-can-pay-for-most-or-all-of-your-2020-summer-vacation/ NerdWallet urn:uuid:5dbd4499-aafa-f041-5c4b-5753246ad022 Wed, 17 Jul 2019 22:35:26 +0000 If you’re gearing up for summer vacation, you might be wincing at the cost. Plane tickets, hotels, rental cars, meals and activities can turn any getaway into a financial burden.… <p>If you’re gearing up for summer vacation, you might be wincing at the cost. Plane tickets, hotels, rental cars, meals and activities can turn any getaway into a financial burden. But what if this year’s vacation could pay for next year’s, or at least cover a good chunk of it? Thanks to points and miles,...</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> June Casagrande is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article How Your 2019 Vacation Can Pay for Your 2020 Vacation originally appeared on NerdWallet.</p><span data-post-id="653734"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=653734" style="display: none;" data-has-syndication-rights="1" /> Marriott-United Partnership Offers Extra Perks for Elites https://www.nerdwallet.com/article/travel/marriott-united-partnership-offers-extra-perks-for-elites NerdWallet urn:uuid:fd68fb6d-ab53-404c-395e-7cc0d51318a6 Wed, 17 Jul 2019 20:32:42 +0000 If you’re an elite member of United Airlines’ frequent flyer program, you can be a VIP in Marriott’s loyalty program, too. Or, if you’re a high-level elite with Marriott, you… <p>If you’re an elite member of United Airlines’ frequent flyer program, you can be a VIP in Marriott’s loyalty program, too. Or, if you’re a high-level elite with Marriott, you can enjoy United elite perks — including, with a little luck, free upgrades to those extra legroom seats in the Economy Plus section of 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> June Casagrande is a writer at NerdWallet. Email: travel@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Marriott-United Partnership Offers Extra Perks for Elites originally appeared on NerdWallet.</p><span data-post-id="657505"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657505" style="display: none;" data-has-syndication-rights="1" /> 3 Easy Ways to Use United Miles Before the Award Chart Vanishes https://www.nerdwallet.com/article/travel/3-easy-ways-to-use-united-miles-before-the-award-chart-vanishes NerdWallet urn:uuid:3e63ed9b-af7a-3b55-d7b5-cfd64d407cb1 Wed, 17 Jul 2019 20:27:46 +0000 To the dismay of many, United is phasing out its award chart as of Nov. 15, 2019. Award routes will no longer cost a set number of miles but will instead… <p>To the dismay of many, United is phasing out its award chart as of Nov. 15, 2019. Award routes will no longer cost a set number of miles but will instead fluctuate based on demand, just like cash flights. We still don’t know exactly how big of an impact this will have, but chances are 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> Sam Kemmis is a writer at NerdWallet. Email: skemmis@nerdwallet.com. Twitter: @samsambutdif. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article 3 Easy Ways to Use United Miles Before the Award Chart Vanishes originally appeared on NerdWallet.</p><span data-post-id="657551"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657551" style="display: none;" data-has-syndication-rights="1" /> Earn up to 30K Southwest Rapid Rewards Points by Using Turo https://www.nerdwallet.com/article/travel/earn-up-to-30k-southwest-rapid-rewards-points-by-using-turo NerdWallet urn:uuid:5dac0570-6195-dca2-0dc0-0ce2efe2a37c Wed, 17 Jul 2019 17:04:14 +0000 Airbnb isn’t the only peer-to-peer network getting into the travel rewards game. The car-sharing platform Turo has partnered with Southwest to allow customers to earn Rapid Rewards points. You can… <p>Airbnb isn’t the only peer-to-peer network getting into the travel rewards game. The car-sharing platform Turo has partnered with Southwest to allow customers to earn Rapid Rewards points. You can earn up to 30,000 Southwest Rapid Rewards points through the partnership, which runs now through Oct. 15, 2019. Rapid Rewards offers for Turo users Receive...</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> Meghan Coyle is a writer at NerdWallet. Email: mcoyle@nerdwallet.com. </p> </aside></div> </div> <p class="nw-originally-posted-link">The article Earn up to 30K Southwest Rapid Rewards Points by Using Turo originally appeared on NerdWallet.</p><span data-post-id="657557"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=657557" style="display: none;" data-has-syndication-rights="1" /> 4 Types of Investment Accounts You Should Know https://www.nerdwallet.com/blog/investing/types-investment-accounts-know/ NerdWallet urn:uuid:eab1bc34-8c05-54af-984d-c429a566aa6a Wed, 17 Jul 2019 14:59:59 +0000 If you like having options, you’ve got plenty when it comes to investment account types. What’ll it be, an IRA? Taxable account? College savings account? That’s one of the first… <p>If you like having options, you’ve got plenty when it comes to investment account types. What’ll it be, an IRA? Taxable account? College savings account? That’s one of the first questions financial firms ask when you set up an account. This guide to the various types of investment accounts will help you find the best...</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 4 Types of Investment Accounts You Should Know originally appeared on NerdWallet.</p><span data-post-id="656987"></span><img height="1" width="1" src="https://www.nerdwallet.com/blog/wp-content/themes/nerdwallet/assets/tracking/nw-pixel-v1.gif?post_id=656987" style="display: none;" data-has-syndication-rights="1" /> MozCon 2019: Everything You Need to Know About Day Three http://tracking.feedpress.it/link/9375/12673903 Moz Blog urn:uuid:a4b322de-6414-ff40-0f4f-1ea6267defc5 Wed, 17 Jul 2019 11:58:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/10805655\">KameronJenkins</a></p><p>If the last day of MozCon felt like it went too fast&nbsp;or if&nbsp;you forgot everything that happened today (we wouldn't judge — there were <strong>so</strong> many insights), don't fret. We&nbsp;captured all of day three's takeaways so you could relive the magic of day three.&nbsp;</p> <p>Don't forget to check out all the photos with&nbsp;Roger from the photobooth! They're available here in the MozCon Facebook group. Plus:&nbsp;You asked and we delivered: the 2019 MozCon speaker walk-on playlist is now live and available <a href="https://open.spotify.com/user/128372501/playlist/4YhAMGD0mYZIgk0IwbCNcS?si=0S8yxHlYRRCezbn6-95brQ&fbclid=IwAR0xqhXLzD_M6jG4FU0z6x9BCjaQnMdIP-U6-Ah8e4drCRHPgy2sQG5TwIY">here</a> for your streaming pleasure.&nbsp;<br></p> <h2> Cindy Krum—&nbsp;Fraggles, Mobile-First Indexing, & the SERP of the Future&nbsp;</h2> <p>If you were hit with an instant wave of nostalgia after hearing Cindy's walk out music, then you are in <a href="https://twitter.com/kel_schaefer/status/1151531269337096192">good company</a> and you probably were not&nbsp;disappointed in the slightest&nbsp;by Cindy’s talk on Fraggles. </p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">First learning of the day: Fraggles. Fragment + Handles. A piece of information and an anchor that scrolls directly to the information on the page <a href="https://twitter.com/Suzzicks?ref_src=twsrc%5Etfw">@Suzzicks</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Warrior Forum (@warriorforum) <a href="https://twitter.com/warriorforum/status/1151536745831251968?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <blockquote class="twitter-tweet" data-lang="en"></blockquote> <ul><li>“Fraggles” are fragments + handles. A fragment is a piece of info on a page. A handle is something like a bookmark, jump link, or named anchor — they help people navigate through long pages to get what they’re looking for faster. </li><li>Ranking pages is an inefficient way to answer questions. One page can answer innumerable questions, so Google’s now can pull a single answer from multiple parts of your page, skipping sections they don’t think are as useful for a particular answer.</li><li>The implications for voice are huge! It means you don’t have to listen to your voice device spout off a page’s worth of text before your question is answered. </li><li>Google wants to index more than just websites. They want to organize the world’s information, not websites. Fraggles are a demonstration of that.</li></ul> <h2> Luke Carthy —&nbsp;Killer Ecommerce CRO and UX Wins Using A SEO Crawler&nbsp;</h2> <p>Luke Carthy did warn us in his talk description that we should all flex our notetaking muscles for all the takeaways we would furiously jot down — and he wasn’t wrong. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">“Traffic doesn’t always mean sales, and sales doesn’t always mean traffic.” <a href="https://twitter.com/MrLukeCarthy?ref_src=twsrc%5Etfw">@MrLukeCarthy</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Melina Beeston (@mkbeesto) <a href="https://twitter.com/mkbeesto/status/1151542254726574080?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>Traffic doesn’t always mean sales and sales don’t always mean traffic!</li><li>Custom extraction is a great tool for finding missed CRO opportunities. For example, Luke found huge opportunity on Best Buy’s website — thousands of people’s site searches were leading them to an unoptimized “no results found” page. </li><li>You can also use custom extraction to find what product recommendations you or your customers are using at scale! Did you know that 35% of what customers buy on Amazon and 75 percent&nbsp;of what people watch on Netflix are the results of these recommendations?</li><li>For example, are you showing near-exact products or are you showing complementary products? (hint: try the latter and you’ll likely increase your sales!)</li><li>Custom extraction from Screaming Frog allows you to scrape any data from the HTML of the web pages while crawling them.</li></ul> <h2>Andy Crestodina —&nbsp;Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy&nbsp;</h2> <p>Next up, Andy of Orbit Media took the stage with a comprehensive&nbsp;breakdown of the most effective tactics for turning content into a high-powered content strategy. He also brought the fire with <a href="https://twitter.com/Casieg/status/1151566561590697984">this sound advice</a> that we can apply in both our work life and personal life.</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">If you write an amazing, high-traffic blog post, the people visiting it don't have commercial intent. People landing on a sales page have 50x higher intent. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://twitter.com/crestodina?ref_src=twsrc%5Etfw">@crestodina</a></p>— Mike Arnesen (@Mike_Arnesen) <a href="https://twitter.com/Mike_Arnesen/status/1151559757850800128?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>Blog visitors often don’t have commercial intent. One of the greatest ways to leverage blog posts for leads is by using the equity we generate from links to our helpful posts and passing that onto our product and service pages. </li><li>If you want links and shares, invest in original research! Not sure what to research? Look for unanswered questions or unproven statements in your industry and provide the data. </li><li>Original research may take longer than a standard post, but it’s much more effective! When you think about it this way, do you really have time to put out more, mediocre posts?</li><li>Give what you want to get. Want links? Link to people. Want comments? Comment on others people's&nbsp;work. </li><li>To optimize content for social engagement, it should feature real people, their faces, and their quotes.</li><li>Collaborating with other content creators on your content not only gives it built-in amplification, but it also leads to great connections and is just generally more fun. </li></ul> <h2>Rob Ousbey —&nbsp;Running Your Own SEO Tests: Why It Matters & How to Do It Right&nbsp;</h2> <p>Google’s algorithms have changed a heck of a lot in recent years — what’s an SEO to do? Follow Rob’s advice — both <a href="https://twitter.com/GregGifford/status/1151568848874663936">fashion</a> and SEO —&nbsp;who says that the answer lies in testing.<br> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">in head terms, it's about user engagement metrics. However, links are more correllated with long tail searches. <a href="https://twitter.com/RobOusbey?ref_src=twsrc%5Etfw">@RobOusbey</a> <a href="https://twitter.com/hashtag/Mozcon?src=hash&ref_src=twsrc%5Etfw">#Mozcon</a></p>— Matthew Decuir (@MattBasically) <a href="https://twitter.com/MattBasically/status/1151570164619419648?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <ul><li>“This is the way we’ve always done it” isn’t sufficient justification for SEO tactics in today’s search landscape.</li><li>In the earlier days of the algorithm, it was much easier to demote spam than it was to promote what’s truly good. </li><li>Rob and his team had a theory that Google was beginning to rely more heavily on user experience and satisfaction than some of the more traditional ranking factors like links. </li><li>Through SEO A/B testing, they found that:<ul><li>Google relies less heavily on link signals when it comes to the top half of the results on page 1.</li><li>Google relies more heavily on user experience for head terms (terms with high search volume), likely because they have more user data to draw from.</li></ul></li><li>In the process of A/B testing, they also found that the same test often produces different results on different sites. The best way to succeed in today’s SEO landscape is to cultivate a culture of testing!</li></ul> <h2>Greg Gifford —&nbsp;Dark Helmet's Guide to Local Domination with Google Posts and Q&A&nbsp;</h2> <p>If you’re a movie buff, you probably really appreciated Greg’s talk — he&nbsp;schooled us all in movie references and brought the fire with his insights on&nbsp;Google Posts and Q&A &nbsp;</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Google Posts allows you to drive conversions without driving people to your site - convert on zero-click searches! <a href="https://twitter.com/GregGifford?ref_src=twsrc%5Etfw">@GregGifford</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1151600689082036225?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>The man behind&nbsp;#shoesofmozcon&nbsp;taught us that Google is the new home page for local businesses, so we should be leveraging the tools Google has given us to make our Google My Business profiles great. For example… </p> <h3>Google Posts</h3> <ul><li>Images should be 1200x900 on google posts</li><li>Images are cropped slightly higher than the center and it’s not consistent every time</li><li>The image size of the thumbnail is different on desktop than it is on mobile</li><li>Use Greg’s free tool at <a href="https://app.box.com/s/raf1c9shxesss7kuli48bcf4jx4mruff">bit.ly/posts-image-guide</a> to make sizing your Google Post images easier</li><li>You can also upload videos. The file size limit is 100mb and/or 30 seconds</li><li>Add a call-to-action button to make your Posts worth it! Just know that the button often means you get less real estate for text in your Posts </li><li>Don’t share social fluff. Attract with an offer that makes you stand out</li><li>Make sure you use UTM tracking so you can understand how your Posts are performing in Google Analytics. Otherwise, it’ll be attributed as direct traffic.</li></ul> <h3>Google Q&A</h3> <ul><li>Anyone can ask and answer questions — why not the business owner! Control the conversation and treat this feature like it's your new FAQ page. </li><li>This feature works on an upvote system. The answer with the most upvotes will show first. </li><li>Don’t include a URL or phone number in these because it’ll get filtered out. </li><li>A lot of these questions are potential customers! Out of 640 car dealerships’ Q&As Greg evaluated, 40 percent were leads! Of that 40 percent, only 2 questions were answered by the dealership.</li></ul> <h2>&nbsp;Emily Triplett Lentz —&nbsp;How to Audit for Inclusive Content&nbsp;</h2> <p>Emily of Help Scout walked dropped major knowledge on the&nbsp;importance of spotting and eliminating biases that frequently find their way into online copy. She also hung out backstage after her talk to cheer on her fellow speakers. #GOAT. #notallheroeswearcapes.</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">"My desire for a specific word choice doesn't negate someone else's need for safety" -- <a href="https://twitter.com/emilytlentz?ref_src=twsrc%5Etfw">@emilytlentz</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> <a href="https://t.co/sXF2CjXVzo">pic.twitter.com/sXF2CjXVzo</a></p>— Yosef Silver (@ysilver) <a href="https://twitter.com/ysilver/status/1151608498095972352?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>As content creators, we’d all do well to keep ableism in mind: discrimination in favor of able-bodied people. However, we’re often guilty of this without even knowing it. </li><li>One example of ableism that often makes its way into our copy is comparing dire or subideal situations with the physical state of another human (ex: “crippling”). </li><li>While we should work on making our casual conversation more inclusive too, this is particularly important for brands.</li><li>Create a list of ableist words, crawl your site for them, and then replace them. However, you’ll likely find that there is no one-size-fits-all replacement for these words. We often use words like “crazy” as filler words. By removing or replacing with a more appropriate word, we make our content better and more descriptive in the process. </li><li>At the end of the day, brands should remember that their desire for freedom of word choice isn’t more important than people’s right not to feel excluded and hurt. When there’s really no downside to more inclusive content, why wouldn’t we do it? </li></ul> <p>Visit <a href="http://content.helpscout.net/mozcon-2019">http://content.helpscout.net/mozcon-2019</a> to learn how to audit your site for inclusive content!</p> <h2>Joelle Irvine —&nbsp;Image & Visual Search Optimization Opportunities&nbsp;</h2> <p>Curious about image optimization and visual search? Joelle has the goods for you — and was blowing people's minds <a href="https://twitter.com/CosperClick/status/1151612473432145920">with her tips</a> for visual optimization and how to leverage Google Lens, Pinterest, and&nbsp;AR for visual search.</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">“Visual search is easier when you don’t know what you’re looking for, when you’re looking to match a particular style, and when your search way is too long or complicated.” <a href="https://twitter.com/joelleirvine?ref_src=twsrc%5Etfw">@joelleirvine</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Melina Beeston (@mkbeesto) <a href="https://twitter.com/mkbeesto/status/1151609357835984896?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>Visual search is not the same thing as searching for images. We’re talking about the process of using an image to search for other content. </li><li>Visual search like Google Lens makes it easier to search when you don’t know what you’re looking for.</li><li>Pinterest has made a lot of progress in this area. They have a hybrid search that allows you to find complimentary items to the one you searched. It’s like finding a rug that matches a chair you like rather than finding more of the same type of chair. </li><li>62 percent of millennials surveyed said they would like to be able to search by visual, so while this is mostly being used by clothing retailers and home decor right now, visual search is only going to get better, so think about the ways you can leverage it for your brand!</li></ul> <h2>Joy Hawkins —&nbsp;Factors that Affect the Local Algorithm that Don't Impact Organic&nbsp;</h2> <p>Proximity varies greatly when comparing local and organic results — just ask Joy of Sterling Sky, who gets <a href="https://twitter.com/ruthburr/status/1151626906787172352">real</a> about fake listings while walking through the findings of a recent study. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Local results not only vary by city, but even within the same zip codes, there can be drastically different local results. <a href="https://twitter.com/JoyanneHawkins?ref_src=twsrc%5Etfw">@JoyanneHawkins</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/8g6acxUDAq">pic.twitter.com/8g6acxUDAq</a></p>— Lily Ray (@lilyraynyc) <a href="https://twitter.com/lilyraynyc/status/1151621702805147649?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Here are the seven areas in which the local algorithm diverges from the organic algorithm: </p> <ul><li>Proximity (AKA: how close is the biz to the searcher?)<ul><li>Proximity is the #1 local ranking factor, but the #27 ranking factor on organic. </li><li>Studies show that having a business that’s close in proximity to the searcher is more beneficial for ranking in the local pack than in traditional organic results. </li></ul></li><li>Rank tracking<ul><li>Because there is so much variance by latitude/longitude, as well as hourly variances, Joy recommends not sending your local business clients ranking reports.</li><li>Use rank tracking internally, but send clients the leads/sales. This causes less confusion and gets them focused on the main goal. </li><li>Visit <a href="https://whitespark.ca/blog/call-tracking-numbers-google-business-whitespark-weekly/">bit.ly/mozcon3</a> for insights on how to track leads from GMB</li></ul></li><li>GMB landing pages (AKA: the website URL you link to from your GMB account)<ul><li>Joy tested linking to the home page (which had more authority/prominence) vs. linking to the local landing page (which had more relevance) and found that traffic went way up when linking to the home page.</li><li>Before you go switching all your GMB links though, test this for yourself!</li></ul></li><li>Reviews<ul><li>Joy wanted to know how much reviews actually impacted ranking, and what it was exactly about reviews that would help or hurt. </li><li>She decided to see what would happen to rankings when reviews were removed. This happened to a business who was review gating (a violation of Google’s guidelines) but Joy found that reviews flagged for violations aren’t actually removed, they’re hidden, explaining why “removed” reviews don’t negatively impact local rankings. </li></ul></li><li>Possum filter<ul><li>Organic results can get filtered because of duplicate content, whereas local results can get filtered because they’re too close to another business in the same category. This is called the Possum filter. </li></ul></li><li>Keywords in a business name <ul><li>This is against Google’s guidelines but it works sadly</li><li>For example, Joy tested adding the word “salad bar” to a listing that didn’t even have a salad bar and their local rankings for that keyword shot up. </li><li>Although it works, don’t do it! Google can remove your listing for this type of violation, and they’ve been removing more listings for this reason lately. </li></ul></li><li>Fake listings<ul><li>New listings can rank even if they have no website, authority, citations, etc. simply because they keyword stuffed their business name. These types of rankings can happen overnight, whereas it can take a year or more to achieve certain organic rankings. </li><li>Spend time reporting spam listings in your clients’ niches because it can improve your clients’ local rankings.</li></ul></li></ul> <h2>Britney Muller —&nbsp;Featured Snippets: Essentials to Know & How to Target&nbsp;</h2> <p>Closing out day three of MozCon&nbsp;was&nbsp;our very own Britney, Sr.&nbsp;SEO scientist extraordinaire,&nbsp;on everyone’s favorite SEO topic: Featured snippets!</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Why are we so concerned about traffic? What about branding/messaging/share of voice? You can't NOT target a keyword just because it has a Featured Snippet <a href="https://twitter.com/BritneyMuller?ref_src=twsrc%5Etfw">@BritneyMuller</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1151631468881297409?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>We’re seeing more featured snippets than ever before, and they’re not likely going away. It’s time to start capitalizing on this SERP feature so we can start earning brand awareness and traffic for our clients!</p> <p>Here’s how:</p> <ul><li>Know what keywords trigger featured snippets that you rank on page 1 for</li><li>Know the searcher’s intent</li><li>Provide succinct answers </li><li>Add summaries to popular posts </li><li>Identify commonly asked questions</li><li>Leverage Google’s NLP API</li><li>Monitor featured snippets </li><li>If all else fails, leverage ranking third party sites. Maybe your own site has low authority and isn’t ranking well, but try publishing on Linkedin or Medium instead to get the snippet! </li></ul> <p>There’s lots of debate over whether featured snippets send you more traffic or take it away due to zero-click results, but consider the benefits featured snippets can bring even without the click. Whether featured snippets bring you traffic, increased brand visibility in the SERPs, or both, they’re an opportunity worth chasing. </p> <h2>Aaaand, that's a wrap!</h2> <p>Thanks for joining us at this year's MozCon! And a HUGE thank you&nbsp;to everyone (Mozzers, partners, and crew)&nbsp;who helped make this year's MozCon&nbsp;possible — we&nbsp;couldn't have done it without all of you.&nbsp;</p> <p>What was your favorite moment of the entire conference? Tell us below in the comments! And don't forget&nbsp;to grab the speaker slides <a href="https://moz.com/mozcon/schedule">here</a>!&nbsp;</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 b <p>Posted by <a href=\"https://moz.com/community/users/10805655\">KameronJenkins</a></p><p>If the last day of MozCon felt like it went too fast&nbsp;or if&nbsp;you forgot everything that happened today (we wouldn't judge — there were <strong>so</strong> many insights), don't fret. We&nbsp;captured all of day three's takeaways so you could relive the magic of day three.&nbsp;</p> <p>Don't forget to check out all the photos with&nbsp;Roger from the photobooth! They're available here in the MozCon Facebook group. Plus:&nbsp;You asked and we delivered: the 2019 MozCon speaker walk-on playlist is now live and available <a href="https://open.spotify.com/user/128372501/playlist/4YhAMGD0mYZIgk0IwbCNcS?si=0S8yxHlYRRCezbn6-95brQ&fbclid=IwAR0xqhXLzD_M6jG4FU0z6x9BCjaQnMdIP-U6-Ah8e4drCRHPgy2sQG5TwIY">here</a> for your streaming pleasure.&nbsp;<br></p> <h2> Cindy Krum—&nbsp;Fraggles, Mobile-First Indexing, & the SERP of the Future&nbsp;</h2> <p>If you were hit with an instant wave of nostalgia after hearing Cindy's walk out music, then you are in <a href="https://twitter.com/kel_schaefer/status/1151531269337096192">good company</a> and you probably were not&nbsp;disappointed in the slightest&nbsp;by Cindy’s talk on Fraggles. </p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">First learning of the day: Fraggles. Fragment + Handles. A piece of information and an anchor that scrolls directly to the information on the page <a href="https://twitter.com/Suzzicks?ref_src=twsrc%5Etfw">@Suzzicks</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Warrior Forum (@warriorforum) <a href="https://twitter.com/warriorforum/status/1151536745831251968?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <blockquote class="twitter-tweet" data-lang="en"></blockquote> <ul><li>“Fraggles” are fragments + handles. A fragment is a piece of info on a page. A handle is something like a bookmark, jump link, or named anchor — they help people navigate through long pages to get what they’re looking for faster. </li><li>Ranking pages is an inefficient way to answer questions. One page can answer innumerable questions, so Google’s now can pull a single answer from multiple parts of your page, skipping sections they don’t think are as useful for a particular answer.</li><li>The implications for voice are huge! It means you don’t have to listen to your voice device spout off a page’s worth of text before your question is answered. </li><li>Google wants to index more than just websites. They want to organize the world’s information, not websites. Fraggles are a demonstration of that.</li></ul> <h2> Luke Carthy —&nbsp;Killer Ecommerce CRO and UX Wins Using A SEO Crawler&nbsp;</h2> <p>Luke Carthy did warn us in his talk description that we should all flex our notetaking muscles for all the takeaways we would furiously jot down — and he wasn’t wrong. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">“Traffic doesn’t always mean sales, and sales doesn’t always mean traffic.” <a href="https://twitter.com/MrLukeCarthy?ref_src=twsrc%5Etfw">@MrLukeCarthy</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Melina Beeston (@mkbeesto) <a href="https://twitter.com/mkbeesto/status/1151542254726574080?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>Traffic doesn’t always mean sales and sales don’t always mean traffic!</li><li>Custom extraction is a great tool for finding missed CRO opportunities. For example, Luke found huge opportunity on Best Buy’s website — thousands of people’s site searches were leading them to an unoptimized “no results found” page. </li><li>You can also use custom extraction to find what product recommendations you or your customers are using at scale! Did you know that 35% of what customers buy on Amazon and 75 percent&nbsp;of what people watch on Netflix are the results of these recommendations?</li><li>For example, are you showing near-exact products or are you showing complementary products? (hint: try the latter and you’ll likely increase your sales!)</li><li>Custom extraction from Screaming Frog allows you to scrape any data from the HTML of the web pages while crawling them.</li></ul> <h2>Andy Crestodina —&nbsp;Content, Rankings, and Lead Generation: A Breakdown of the 1% Content Strategy&nbsp;</h2> <p>Next up, Andy of Orbit Media took the stage with a comprehensive&nbsp;breakdown of the most effective tactics for turning content into a high-powered content strategy. He also brought the fire with <a href="https://twitter.com/Casieg/status/1151566561590697984">this sound advice</a> that we can apply in both our work life and personal life.</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">If you write an amazing, high-traffic blog post, the people visiting it don't have commercial intent. People landing on a sales page have 50x higher intent. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://twitter.com/crestodina?ref_src=twsrc%5Etfw">@crestodina</a></p>— Mike Arnesen (@Mike_Arnesen) <a href="https://twitter.com/Mike_Arnesen/status/1151559757850800128?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>Blog visitors often don’t have commercial intent. One of the greatest ways to leverage blog posts for leads is by using the equity we generate from links to our helpful posts and passing that onto our product and service pages. </li><li>If you want links and shares, invest in original research! Not sure what to research? Look for unanswered questions or unproven statements in your industry and provide the data. </li><li>Original research may take longer than a standard post, but it’s much more effective! When you think about it this way, do you really have time to put out more, mediocre posts?</li><li>Give what you want to get. Want links? Link to people. Want comments? Comment on others people's&nbsp;work. </li><li>To optimize content for social engagement, it should feature real people, their faces, and their quotes.</li><li>Collaborating with other content creators on your content not only gives it built-in amplification, but it also leads to great connections and is just generally more fun. </li></ul> <h2>Rob Ousbey —&nbsp;Running Your Own SEO Tests: Why It Matters & How to Do It Right&nbsp;</h2> <p>Google’s algorithms have changed a heck of a lot in recent years — what’s an SEO to do? Follow Rob’s advice — both <a href="https://twitter.com/GregGifford/status/1151568848874663936">fashion</a> and SEO —&nbsp;who says that the answer lies in testing.<br> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">in head terms, it's about user engagement metrics. However, links are more correllated with long tail searches. <a href="https://twitter.com/RobOusbey?ref_src=twsrc%5Etfw">@RobOusbey</a> <a href="https://twitter.com/hashtag/Mozcon?src=hash&ref_src=twsrc%5Etfw">#Mozcon</a></p>— Matthew Decuir (@MattBasically) <a href="https://twitter.com/MattBasically/status/1151570164619419648?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <ul><li>“This is the way we’ve always done it” isn’t sufficient justification for SEO tactics in today’s search landscape.</li><li>In the earlier days of the algorithm, it was much easier to demote spam than it was to promote what’s truly good. </li><li>Rob and his team had a theory that Google was beginning to rely more heavily on user experience and satisfaction than some of the more traditional ranking factors like links. </li><li>Through SEO A/B testing, they found that:<ul><li>Google relies less heavily on link signals when it comes to the top half of the results on page 1.</li><li>Google relies more heavily on user experience for head terms (terms with high search volume), likely because they have more user data to draw from.</li></ul></li><li>In the process of A/B testing, they also found that the same test often produces different results on different sites. The best way to succeed in today’s SEO landscape is to cultivate a culture of testing!</li></ul> <h2>Greg Gifford —&nbsp;Dark Helmet's Guide to Local Domination with Google Posts and Q&A&nbsp;</h2> <p>If you’re a movie buff, you probably really appreciated Greg’s talk — he&nbsp;schooled us all in movie references and brought the fire with his insights on&nbsp;Google Posts and Q&A &nbsp;</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Google Posts allows you to drive conversions without driving people to your site - convert on zero-click searches! <a href="https://twitter.com/GregGifford?ref_src=twsrc%5Etfw">@GregGifford</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1151600689082036225?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>The man behind&nbsp;#shoesofmozcon&nbsp;taught us that Google is the new home page for local businesses, so we should be leveraging the tools Google has given us to make our Google My Business profiles great. For example… </p> <h3>Google Posts</h3> <ul><li>Images should be 1200x900 on google posts</li><li>Images are cropped slightly higher than the center and it’s not consistent every time</li><li>The image size of the thumbnail is different on desktop than it is on mobile</li><li>Use Greg’s free tool at <a href="https://app.box.com/s/raf1c9shxesss7kuli48bcf4jx4mruff">bit.ly/posts-image-guide</a> to make sizing your Google Post images easier</li><li>You can also upload videos. The file size limit is 100mb and/or 30 seconds</li><li>Add a call-to-action button to make your Posts worth it! Just know that the button often means you get less real estate for text in your Posts </li><li>Don’t share social fluff. Attract with an offer that makes you stand out</li><li>Make sure you use UTM tracking so you can understand how your Posts are performing in Google Analytics. Otherwise, it’ll be attributed as direct traffic.</li></ul> <h3>Google Q&A</h3> <ul><li>Anyone can ask and answer questions — why not the business owner! Control the conversation and treat this feature like it's your new FAQ page. </li><li>This feature works on an upvote system. The answer with the most upvotes will show first. </li><li>Don’t include a URL or phone number in these because it’ll get filtered out. </li><li>A lot of these questions are potential customers! Out of 640 car dealerships’ Q&As Greg evaluated, 40 percent were leads! Of that 40 percent, only 2 questions were answered by the dealership.</li></ul> <h2>&nbsp;Emily Triplett Lentz —&nbsp;How to Audit for Inclusive Content&nbsp;</h2> <p>Emily of Help Scout walked dropped major knowledge on the&nbsp;importance of spotting and eliminating biases that frequently find their way into online copy. She also hung out backstage after her talk to cheer on her fellow speakers. #GOAT. #notallheroeswearcapes.</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">"My desire for a specific word choice doesn't negate someone else's need for safety" -- <a href="https://twitter.com/emilytlentz?ref_src=twsrc%5Etfw">@emilytlentz</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> <a href="https://t.co/sXF2CjXVzo">pic.twitter.com/sXF2CjXVzo</a></p>— Yosef Silver (@ysilver) <a href="https://twitter.com/ysilver/status/1151608498095972352?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>As content creators, we’d all do well to keep ableism in mind: discrimination in favor of able-bodied people. However, we’re often guilty of this without even knowing it. </li><li>One example of ableism that often makes its way into our copy is comparing dire or subideal situations with the physical state of another human (ex: “crippling”). </li><li>While we should work on making our casual conversation more inclusive too, this is particularly important for brands.</li><li>Create a list of ableist words, crawl your site for them, and then replace them. However, you’ll likely find that there is no one-size-fits-all replacement for these words. We often use words like “crazy” as filler words. By removing or replacing with a more appropriate word, we make our content better and more descriptive in the process. </li><li>At the end of the day, brands should remember that their desire for freedom of word choice isn’t more important than people’s right not to feel excluded and hurt. When there’s really no downside to more inclusive content, why wouldn’t we do it? </li></ul> <p>Visit <a href="http://content.helpscout.net/mozcon-2019">http://content.helpscout.net/mozcon-2019</a> to learn how to audit your site for inclusive content!</p> <h2>Joelle Irvine —&nbsp;Image & Visual Search Optimization Opportunities&nbsp;</h2> <p>Curious about image optimization and visual search? Joelle has the goods for you — and was blowing people's minds <a href="https://twitter.com/CosperClick/status/1151612473432145920">with her tips</a> for visual optimization and how to leverage Google Lens, Pinterest, and&nbsp;AR for visual search.</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">“Visual search is easier when you don’t know what you’re looking for, when you’re looking to match a particular style, and when your search way is too long or complicated.” <a href="https://twitter.com/joelleirvine?ref_src=twsrc%5Etfw">@joelleirvine</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Melina Beeston (@mkbeesto) <a href="https://twitter.com/mkbeesto/status/1151609357835984896?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>Visual search is not the same thing as searching for images. We’re talking about the process of using an image to search for other content. </li><li>Visual search like Google Lens makes it easier to search when you don’t know what you’re looking for.</li><li>Pinterest has made a lot of progress in this area. They have a hybrid search that allows you to find complimentary items to the one you searched. It’s like finding a rug that matches a chair you like rather than finding more of the same type of chair. </li><li>62 percent of millennials surveyed said they would like to be able to search by visual, so while this is mostly being used by clothing retailers and home decor right now, visual search is only going to get better, so think about the ways you can leverage it for your brand!</li></ul> <h2>Joy Hawkins —&nbsp;Factors that Affect the Local Algorithm that Don't Impact Organic&nbsp;</h2> <p>Proximity varies greatly when comparing local and organic results — just ask Joy of Sterling Sky, who gets <a href="https://twitter.com/ruthburr/status/1151626906787172352">real</a> about fake listings while walking through the findings of a recent study. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Local results not only vary by city, but even within the same zip codes, there can be drastically different local results. <a href="https://twitter.com/JoyanneHawkins?ref_src=twsrc%5Etfw">@JoyanneHawkins</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/8g6acxUDAq">pic.twitter.com/8g6acxUDAq</a></p>— Lily Ray (@lilyraynyc) <a href="https://twitter.com/lilyraynyc/status/1151621702805147649?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Here are the seven areas in which the local algorithm diverges from the organic algorithm: </p> <ul><li>Proximity (AKA: how close is the biz to the searcher?)<ul><li>Proximity is the #1 local ranking factor, but the #27 ranking factor on organic. </li><li>Studies show that having a business that’s close in proximity to the searcher is more beneficial for ranking in the local pack than in traditional organic results. </li></ul></li><li>Rank tracking<ul><li>Because there is so much variance by latitude/longitude, as well as hourly variances, Joy recommends not sending your local business clients ranking reports.</li><li>Use rank tracking internally, but send clients the leads/sales. This causes less confusion and gets them focused on the main goal. </li><li>Visit <a href="https://whitespark.ca/blog/call-tracking-numbers-google-business-whitespark-weekly/">bit.ly/mozcon3</a> for insights on how to track leads from GMB</li></ul></li><li>GMB landing pages (AKA: the website URL you link to from your GMB account)<ul><li>Joy tested linking to the home page (which had more authority/prominence) vs. linking to the local landing page (which had more relevance) and found that traffic went way up when linking to the home page.</li><li>Before you go switching all your GMB links though, test this for yourself!</li></ul></li><li>Reviews<ul><li>Joy wanted to know how much reviews actually impacted ranking, and what it was exactly about reviews that would help or hurt. </li><li>She decided to see what would happen to rankings when reviews were removed. This happened to a business who was review gating (a violation of Google’s guidelines) but Joy found that reviews flagged for violations aren’t actually removed, they’re hidden, explaining why “removed” reviews don’t negatively impact local rankings. </li></ul></li><li>Possum filter<ul><li>Organic results can get filtered because of duplicate content, whereas local results can get filtered because they’re too close to another business in the same category. This is called the Possum filter. </li></ul></li><li>Keywords in a business name <ul><li>This is against Google’s guidelines but it works sadly</li><li>For example, Joy tested adding the word “salad bar” to a listing that didn’t even have a salad bar and their local rankings for that keyword shot up. </li><li>Although it works, don’t do it! Google can remove your listing for this type of violation, and they’ve been removing more listings for this reason lately. </li></ul></li><li>Fake listings<ul><li>New listings can rank even if they have no website, authority, citations, etc. simply because they keyword stuffed their business name. These types of rankings can happen overnight, whereas it can take a year or more to achieve certain organic rankings. </li><li>Spend time reporting spam listings in your clients’ niches because it can improve your clients’ local rankings.</li></ul></li></ul> <h2>Britney Muller —&nbsp;Featured Snippets: Essentials to Know & How to Target&nbsp;</h2> <p>Closing out day three of MozCon&nbsp;was&nbsp;our very own Britney, Sr.&nbsp;SEO scientist extraordinaire,&nbsp;on everyone’s favorite SEO topic: Featured snippets!</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Why are we so concerned about traffic? What about branding/messaging/share of voice? You can't NOT target a keyword just because it has a Featured Snippet <a href="https://twitter.com/BritneyMuller?ref_src=twsrc%5Etfw">@BritneyMuller</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1151631468881297409?ref_src=twsrc%5Etfw">July 17, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>We’re seeing more featured snippets than ever before, and they’re not likely going away. It’s time to start capitalizing on this SERP feature so we can start earning brand awareness and traffic for our clients!</p> <p>Here’s how:</p> <ul><li>Know what keywords trigger featured snippets that you rank on page 1 for</li><li>Know the searcher’s intent</li><li>Provide succinct answers </li><li>Add summaries to popular posts </li><li>Identify commonly asked questions</li><li>Leverage Google’s NLP API</li><li>Monitor featured snippets </li><li>If all else fails, leverage ranking third party sites. Maybe your own site has low authority and isn’t ranking well, but try publishing on Linkedin or Medium instead to get the snippet! </li></ul> <p>There’s lots of debate over whether featured snippets send you more traffic or take it away due to zero-click results, but consider the benefits featured snippets can bring even without the click. Whether featured snippets bring you traffic, increased brand visibility in the SERPs, or both, they’re an opportunity worth chasing. </p> <h2>Aaaand, that's a wrap!</h2> <p>Thanks for joining us at this year's MozCon! And a HUGE thank you&nbsp;to everyone (Mozzers, partners, and crew)&nbsp;who helped make this year's MozCon&nbsp;possible — we&nbsp;couldn't have done it without all of you.&nbsp;</p> <p>What was your favorite moment of the entire conference? Tell us below in the comments! And don't forget&nbsp;to grab the speaker slides <a href="https://moz.com/mozcon/schedule">here</a>!&nbsp;</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 b How to Sell More Products on Instagram: 4 Tips That Work https://www.socialmediaexaminer.com/how-to-sell-more-products-instagram-4-tips-that-work/ Social Media Examiner urn:uuid:4b99daaa-6c47-8ae5-191c-cbe3d0c86014 Wed, 17 Jul 2019 10:00:28 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-sell-products-4-tips-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/2019/07/instagram-sell-products-4-tips-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-sell-products-4-tips-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-sell-products-4-tips-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-sell-products-4-tips-1200-768x402.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/instagram-sell-products-4-tips-1200-1024x536.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Are you selling products on Instagram? Wondering how to create Instagram posts that interest shoppers? In this article, you&#8217;ll discover four ways to showcase and promote your products on Instagram. First, Attract an Audience That&#8217;s Likely to Convert To have success selling on Instagram, you first need to build a following of people who have [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-sell-more-products-instagram-4-tips-that-work/">How to Sell More Products on Instagram: 4 Tips That Work</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> The Real Impact of Mobile-First Indexing &amp; The Importance of Fraggles http://tracking.feedpress.it/link/9375/12673904 Moz Blog urn:uuid:a3770dc8-4a52-2d95-3a91-064e5d79a229 Wed, 17 Jul 2019 09:34:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/110121\">Suzzicks</a></p><p><br>While SEOs have been doubling-down on content and quality signals for their websites, Google was building the foundation of a new reality for crawling — indexing and ranking. Though many believe deep in their hearts that "Content is King," the reality is that Mobile-First Indexing enables a new kind of search result. This search result&nbsp;focuses on surfacing and re-publishing content in ways that feed Google’s cross-device monetization opportunities better than simple websites ever could. </p> <p>For two years, Google honed and changed their messaging about Mobile-First Indexing, mostly de-emphasizing the risk that good, well-optimized, Responsive-Design sites would face. Instead, the search engine giant&nbsp;focused more on the use of the Smartphone bot for indexing, which&nbsp;led to an emphasis&nbsp;on the importance of matching SEO-relevant site assets between desktop and mobile versions (or renderings) of a page. Things got a bit tricky when Google had to explain that the Mobile-First Indexing process would not necessarily be bad for desktop-oriented content, but all of Google’s shifting and positioning eventually validated my long-stated belief: That Mobile-First Indexing is not really about mobile phones, per se, but mobile content. </p> <p>I would like to propose an alternative to the predominant view, a speculative theory, about what has been going on with Google in the past two years, and it is the&nbsp;thesis of my 2019 MozCon talk&nbsp;— something we are calling&nbsp;<strong>Fraggles and Fraggle-based Indexing</strong>.&nbsp;</p> <p>&nbsp;I'll go through Fraggles and Fraggle-based indexing, and how this new method of indexing has made web content more ‘liftable’ for Google. I'll also&nbsp;outline how Fraggles impact the Search Results Pages (SERPs), and why it fits with Google’s promotion of Progressive Web Apps. Next, I will provide information about how astute SEO’s can adapt their understanding of SEO and leverage Fraggles and Fraggle-Based Indexing to meet the needs of their clients and companies. Finally, I'll go over the implications that this new method of indexing will have on Google’s monetization and technology strategy as a whole.<br></p> <p>Ready? Let's dive in.<br></p> <h2>Fraggles & Fraggle-based indexing</h2> <p>The SERP has changed in many ways. These changes can be thought of and discussed separately, but I believe that they are all part of a larger shift at Google. This shift&nbsp;includes "Entity-First Indexing" of crawled information around the existing structure of Google’s Knowledge Graph, and the concept of "Portable-prioritized Organization of Information," which favors information that is easy to lift and re-present in Google’s properties — Google describes these two things together as "Mobile-First Indexing."</p> <p>As SEOs, we need to remember that the web is getting bigger and bigger, which&nbsp;means&nbsp;that it's getting harder to crawl. Users&nbsp;now expect Google to index and surface content instantly. But while webmasters and SEOs were building out more and more content in flat, crawlable HTML pages, the best parts of the web were moving towards more dynamic websites and web-apps. These new assets were driven by databases of information on a server, populating their information into websites with JavaScript, XML or C++, rather than flat, easily crawlable HTML.&nbsp;</p> <p>For many years, this was a major problem for Google, and thus, it was a problem for SEOs and webmasters. Ultimately though, it was the more complex code that forced Google to shift to this more advanced, entity-based system of indexing — something we at MobileMoxie&nbsp;call <strong>Fraggles</strong> and <strong>Fraggle-Based Indexing</strong>, and the credit goes to JavaScript's "Fragments."</p> <p>Fraggles represent individual parts (fragments) of a page for which Google overlayed a "handle" or "jump-link" (aka named-anchor, bookmark, etc.) so that a click on the result takes the users directly to the part of the page where the relevant fragment of text is located. These Fraggles are then organized around the relevant nodes on the Knowledge Graph, so that the mapping of the relationships between different topics can be vetted, built-out, and maintained over time, but also so that the structure can be used and reused, internationally — even if different content is ranking.&nbsp;</p> <p>More than one Fraggle can rank for a page, and the format can vary from a text-link with a "Jump to" label, an unlabeled text link, a site-link carousel, a site-link carousel with pictures, or occasionally horizontal or vertical expansion boxes for the different items on a page. </p> <p>The most notable thing about Fraggles is the automatic scrolling behavior from the SERP. While Fraggles are often linked to content that has an HTML or JavaScript jump-links, sometimes, the jump-links appear to be added by Google without being present in the code at all. This behavior is also prominently featured in AMP Featured Snippets, for which Google has the same scrolling behavior, but also includes Google’s colored highlighting — which is superimposed on the page —&nbsp;to show the part of the page that was displayed in the Featured Snippet, which allows the searcher to see it in context. I write about this more in the article:&nbsp;<a href="https://mobilemoxie.com/blog/what-the-heck-are-fraggles/">What the Heck are Fraggles</a>. </p> <h2>How Fraggles & Fraggle-based indexing works with JavaScript</h2> <p>Google’s desire to index Native Apps and Web Apps, including single-page apps, has necessitated Google’s switch to indexing based on Fragments and Fraggles, rather than pages. In JavaScript, as well as in Native Apps, a "Fragment" is a piece of content or information that is not necessarily a full page.&nbsp;</p> <p>The easiest way for an SEO to think about a Fragment is within the example of an AJAX expansion box: The piece of text or information that is fetched from the server to populate the AJAX expander when clicked could be described as a Fragment. Alternatively,&nbsp;if it is indexed for Mobile-First Indexing, it is a Fraggle.&nbsp;</p> <p>It is no coincidence that Google announced the launch of Deferred JavaScript Rendering at roughly the same time as the public roll-out of Mobile-First Indexing without drawing-out the connection, but here it is: When Google can index fragments of information from web pages, web apps and native apps, all organized around the Knowledge Graph, the data itself becomes "portable" or "mobile-first."</p> <p>We have also recently discovered that Google has begun to index URLs with a # jump-link,&nbsp;after years of not doing so,&nbsp;and is reporting on them separately from the primary URL in Search Console. As you can see below from our data, they aren't getting a lot of clicks, but they <em>are</em> getting impressions. This is likely&nbsp;because of the low average position.&nbsp;</p> <p>Before Fraggles and Fraggle-Based Indexing, indexing # URLs would have just resulted in a massive duplicate content problem and extra work indexing for Google. Now that Fraggle-based Indexing is in-place, it makes sense to index and report on # URLs in Search Console — especially for breaking up long, drawn-out JavaScript experiences like PWA’s and Single-Page-Apps that don’t have separate URLs, databases, or in the long-run, possibly even for indexing native apps without Deep Links.&nbsp;</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/the-importance-of-fraggles/5d28b75f8c4350.44293826.png" width="703" height="728" data-image="4bap570ljcyj"></figure> <h2><br><br>Why index fragments & Fraggles?</h2> <p>If you're used to thinking of rankings with the smallest increment being a URL, this idea can be hard to wrap your brain around. To help,&nbsp;consider this&nbsp;thought experiment:&nbsp;How useful would it be for Google to rank a page that gave detailed information about all different kinds of fruits and vegetables? It would be easy for a query like "fruits and vegetables," that's for sure. But if the query is changed to "lettuce" or "types of lettuce," then the page would struggle to rank, even if it had the best, most authoritative information.&nbsp;</p> <p>This is because the "lettuce" keywords would be diluted by all the other fruit and vegetable content.&nbsp;It would be more useful for Google to rank the part of the page that is about lettuce for queries related to lettuce, and the part of the page about radishes well for queries about radishes. But since users don’t want to scroll through the entire page of fruits and vegetables to find the information about the particular vegetable they searched for, Google prioritizes pages with keyword focus and density, as they relate to the query. Google will rarely rank long pages that covered multiple topics, even if they were more authoritative. </p> <p>With featured snippets, AMP featured snippets, and Fraggles, it's clear that Google can already find the important parts of a page that answers a specific question — they've actually been able to do this for a while. So, if Google can organize and index content like that, what would the benefit be in&nbsp;maintaining an index that was based only on per-pages statistics and ranking? Why would Google want to rank entire pages when they could rank just the best parts of pages that are most related to the query? </p> <p>To address these concerns, historically, SEO’s have worked to break individual topics out into separate pages, with one page focused on each topic or keyword cluster. So, with our vegetable example, this would ensure that&nbsp;the lettuce page could rank for lettuce queries and the radish page could rank for radish queries.&nbsp;With each website creating a new page for every possible topic that they would like to rank for, there's lot of redundant and repetitive work for webmasters. It also likely adds a lot of low-quality, unnecessary pages to the index.&nbsp;Realistically, how many individual pages on lettuce does the internet really need, and how would Google determine which one is the best?<strong> The fact is,&nbsp;</strong><strong>Google wanted to shift to an algorithm that focused less on links and more on topical authority to surface only the best content — and Google</strong>&nbsp;circumvents this with the scrolling feature in Fraggles. </p> <p>Even though the effort to switch to Fraggle-based indexing, and organize the information around the Knowledge Graph, was massive, the long-term benefits of the switch far out-pace the costs to Google because they make Google’s system for flexible, monetizable and sustainable, especially as the amount of information and the number of connected devices expands exponentially. It also helps Google identify, serve and monetize new cross-device search opportunities, as they continue to expand. This includes search results on TV’s, connected screens, and spoken results from connected speakers. A few relevant costs and benefits are outlined below for you to contemplate, keeping Google’s long-term perspective in mind:</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-07-11-at-9-109673.jpg" data-image="02jt7uzeizxb"></figure> <h2>Why Fraggles and Fraggle-based indexing are important for PWAs</h2> <p>What also makes&nbsp;the shift to Fraggle-based Indexing relevant to SEOs is how it fits in with Google’s championing of Progressive Web Apps or AMP Progressive Web Apps, (aka PWAs and PWA-AMP websites/web apps). These types of sites have become the core focus of Google’s Chrome Developer summits and other smaller Google conferences.</p> <p> From the perspective of traditional crawling and indexing, Google’s focus on PWAs is confusing. PWAs often feature heavy JavaScript and are still frequently built as Single-Page Apps (SPA’s), with only one or only a few URLs. Both of these ideas would make PWAs especially difficult and resource-intensive for Google to index in a traditional way —&nbsp;so, why would Google be so enthusiastic about PWAs?&nbsp;</p> <p>The answer is because PWA’s require ServiceWorkers, which uses Fraggles and Fraggle-based indexing to take the burden off crawling and indexing of complex web content. </p> <p>In case you need a quick refresher:&nbsp;ServiceWorker is a JavaScript file — it&nbsp;instructs a device (mobile or computer) to create a local cache of content to be used just for the operation of the PWA. It is meant to make the loading of content much faster (because the content is stored locally) instead of just left on a server or CDN somewhere on the internet and it does so by&nbsp;saving copies of text and images associated with certain screens in the PWA. Once a user accesses content in a PWA, the content doesn't need to be&nbsp;fetched again from the server. It's a bit like browser caching, but faster —&nbsp;the ServiceWorker stores the information about when content expires, rather than storing it on the web. This is what makes PWAs seem to work offline, but it is also why content that has not been visited yet is not stored in the ServiceWorker.</p> <h3>ServiceWorkers and SEO</h3> <p>Most SEOs who understand PWAs understand that a ServiceWorker is for caching and load time, but they may not understand that it is likely also for indexing. If you think about it, ServiceWorkers mostly store the text and images of a site, which is exactly what the crawler wants. A crawler that uses Deferred JavaScript Rendering could go through a PWA and simulate clicking on all the links and store static content using the framework set forth in the ServiceWorker. And it could do this without always having to crawl all the JavaScript on the site, as long as it understood how the site was organized, and that organization stayed consistent.&nbsp;</p> <p>Google would also know exactly how often to re-crawl, and therefore could&nbsp;only crawl certain items when they were set to expire in the ServiceWorker cache. This saves Google a lot of time and effort, allowing&nbsp;them to get through or possibly skip complex code and JavaScript. </p> <p>For a PWA to be indexed, Google requires webmasters to ‘<a href="https://firebase.google.com/docs/web/setup">register their app in Firebase,’</a>&nbsp;but they used to require webmasters to "register their ServiceWorker." Firebase is the Google platform that allows webmasters to set up and manage indexing and deep linking for their native apps, chat-bots and,&nbsp;<a href="https://firebase.google.com/docs/projects/pwa">now, PWA’s</a>.&nbsp;</p> <p>Direct communication with a PWA specialist at Google a few years ago revealed that Google didn’t crawl the ServiceWorker itself, but crawled the API to the ServiceWorker. It's likely&nbsp;that when webmasters register their ServiceWorker with Google, Google is actually creating an API to the ServiceWorker, so that the content can be quickly and easily indexed and cached on Google’s servers. Since Google has already launched an <a href="https://developers.google.com/search/apis/indexing-api/v3/quickstart">Indexing API</a>&nbsp;and appears to now favor API’s over traditional crawling, we believe Google will begin pushing the use of ServiceWorkers to improve page speed, since they can be used on non-PWA sites, but this will actually be to help ease the burden on Google to crawl and index the content manually.</p> <p>Flat HTML may still be the fastest way to get web information crawled and indexed with Google. For now, JavaScript still has to be deferred for rendering, but it is important to recognize that this could change and crawling and indexing is not the only way to get your information to Google. Google’s Indexing API, which was launched for indexing time-sensitive information like job postings and live-streaming video, will likely be expanded to include different types of content.&nbsp;</p> <p>It's important to remember that this is how AMP, Schema, and many other types of powerful SEO functionalities have started with a limited launch; beyond that, some great SEO’s have already <a href="https://davidsottimano.com/playing-with-googles-new-indexing-api-and-getting-pages-crawled-immediately/">tested submitting other types of content in the API and seen success</a>.&nbsp;Submitting to APIs skips Google’s process of blindly crawling the web for new content and allows webmasters to feed the information to them directly.</p> <p> It is possible that the new Indexing API follows a similar structure or process to PWA indexing. Submitted URLs can already get some kinds of content indexed or removed from Google’s index, <a href="https://builtvisible.com/how-do-you-get-new-pages-indexed-or-your-site-re-crawled/">usually in about an hour,</a> and while it is only currently officially available for the two kinds of content, we expect it to be expanded broadly. </p> <h2>How will this impact SEO strategy? </h2> <p>Of course, every SEO wants to know how to leverage this speculative theory — how can we make the&nbsp;changes in Google to our benefit?&nbsp;</p> <p>The first thing to do is take a good, long, honest look at a mobile search result. Position #1 in the organic rankings is just not what it used to be. There's a ton of engaging content that is often pushing it down, but not counting as an organic ranking position in Search Console. This means that you may be maintaining all your organic rankings while also losing a massive amount of traffic to SERP features like Knowledge Graph results, Featured Snippets, Google My Business, maps, apps, Found on the Web, and other similar items that rank outside of the normal organic results.&nbsp;</p> <p>These results, as well as Pay-per-Click results (PPC), are more impactful on mobile because they are stacked above organic rankings. Rather than being off to the side,&nbsp;as they might be in a desktop view of the search, they&nbsp;push organic rankings further down the results page.&nbsp;There has been some great reporting recently about the statistical and large-scale impact of changes to the SERP and how these changes have resulted in changes to user-behavior in search, especially&nbsp;from <a href="https://moz.com/blog/how-often-does-google-update-its-algorithm">Dr. Pete Meyers,&nbsp;</a><a href="https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/">Rand Fishkin</a>, and&nbsp;JumpTap. </p> <p>Dr. Pete has focused on the increasing number of changes to the Google Algorithm recorded in his MozCast, which heated up at the end of 2016 when Google started working on Mobile-First Indexing, and again after it launched the Medic update in 2018.&nbsp;</p> <p>Rand, on the other hand, focused on how the new types of rankings are pushing traditional organic results down, resulting in less traffic to websites, especially on mobile. All this great data from these two really set the stage for a fundamental shift in SEO strategy as it relates to Mobile-First Indexing.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/pasted-image-0-16-413371.jpg" data-image="u3f1tszbltb9"></figure> <p>The research shows that Google re-organized its index to suit a different presentation of information — especially if they are able to index that information around an entity-concept in the Knowledge Graph. Fraggle-based Indexing makes all of the information that Google crawls even more portable because it is intelligently nested among related Knowledge Graph nodes, which can be surfaced in a variety of different ways. Since Fraggle-based Indexing focuses more on the meaningful organization of data than it does on pages and URLs, the results are a more "windowed" presentation of the information in the SERP. <strong>SEOs need to understand that search results are now based on entities and use-cases (think micro-moments), instead of pages and domains</strong>. </p> <h3>Google's Knowledge Graph</h3> <p>To really grasp how this new method of indexing will impact your SEO strategy, you first have to understand how Google’s Knowledge Graph works.&nbsp;</p> <p>Since it is an actual "graph," all Knowledge Graph entries (nodes) include both vertical and lateral relationships. For instance, an entry for "bread" can include lateral relationships to related topics like cheese, butter, and cake, but may also include vertical relationships like "standard ingredients in bread" or "types of bread."&nbsp;</p> <p>Lateral relationships can be thought of as related nodes on the Knowledge Graph, and hint at "Related Topics" whereas vertical relationships point to a broadening or narrowing of the topic; which hints at the most likely filters within a topic. In the case of bread, a vertical relationship-up would be topics like "baking," and down would include topics like "flour" and other ingredients used to make bread, or "sourdough" and other specific types of bread. </p> <p>SEOs should note&nbsp;that Knowledge Graph entries can now include an increasingly wide variety of filters and tabs that narrow the topic information to benefit different types of searcher intent. This includes things like helping searchers find videos, books, images, quotes, locations, but in the case of filters, it can be topic-specific and unpredictable (informed by active machine learning). This is the crux of Google’s goal with Fraggle-based Indexing:&nbsp;To be able to organize the information of the web-based on Knowledge Graph entries or nodes, otherwise discussed in SEO circles as "entities."&nbsp;</p> <p>Since the relationships of one entity to another remain the same, regardless of the language a person is speaking or searching in, the Knowledge Graph information is language-agnostic, and thus easily used for aggregation and machine learn <p>Posted by <a href=\"https://moz.com/community/users/110121\">Suzzicks</a></p><p><br>While SEOs have been doubling-down on content and quality signals for their websites, Google was building the foundation of a new reality for crawling — indexing and ranking. Though many believe deep in their hearts that "Content is King," the reality is that Mobile-First Indexing enables a new kind of search result. This search result&nbsp;focuses on surfacing and re-publishing content in ways that feed Google’s cross-device monetization opportunities better than simple websites ever could. </p> <p>For two years, Google honed and changed their messaging about Mobile-First Indexing, mostly de-emphasizing the risk that good, well-optimized, Responsive-Design sites would face. Instead, the search engine giant&nbsp;focused more on the use of the Smartphone bot for indexing, which&nbsp;led to an emphasis&nbsp;on the importance of matching SEO-relevant site assets between desktop and mobile versions (or renderings) of a page. Things got a bit tricky when Google had to explain that the Mobile-First Indexing process would not necessarily be bad for desktop-oriented content, but all of Google’s shifting and positioning eventually validated my long-stated belief: That Mobile-First Indexing is not really about mobile phones, per se, but mobile content. </p> <p>I would like to propose an alternative to the predominant view, a speculative theory, about what has been going on with Google in the past two years, and it is the&nbsp;thesis of my 2019 MozCon talk&nbsp;— something we are calling&nbsp;<strong>Fraggles and Fraggle-based Indexing</strong>.&nbsp;</p> <p>&nbsp;I'll go through Fraggles and Fraggle-based indexing, and how this new method of indexing has made web content more ‘liftable’ for Google. I'll also&nbsp;outline how Fraggles impact the Search Results Pages (SERPs), and why it fits with Google’s promotion of Progressive Web Apps. Next, I will provide information about how astute SEO’s can adapt their understanding of SEO and leverage Fraggles and Fraggle-Based Indexing to meet the needs of their clients and companies. Finally, I'll go over the implications that this new method of indexing will have on Google’s monetization and technology strategy as a whole.<br></p> <p>Ready? Let's dive in.<br></p> <h2>Fraggles & Fraggle-based indexing</h2> <p>The SERP has changed in many ways. These changes can be thought of and discussed separately, but I believe that they are all part of a larger shift at Google. This shift&nbsp;includes "Entity-First Indexing" of crawled information around the existing structure of Google’s Knowledge Graph, and the concept of "Portable-prioritized Organization of Information," which favors information that is easy to lift and re-present in Google’s properties — Google describes these two things together as "Mobile-First Indexing."</p> <p>As SEOs, we need to remember that the web is getting bigger and bigger, which&nbsp;means&nbsp;that it's getting harder to crawl. Users&nbsp;now expect Google to index and surface content instantly. But while webmasters and SEOs were building out more and more content in flat, crawlable HTML pages, the best parts of the web were moving towards more dynamic websites and web-apps. These new assets were driven by databases of information on a server, populating their information into websites with JavaScript, XML or C++, rather than flat, easily crawlable HTML.&nbsp;</p> <p>For many years, this was a major problem for Google, and thus, it was a problem for SEOs and webmasters. Ultimately though, it was the more complex code that forced Google to shift to this more advanced, entity-based system of indexing — something we at MobileMoxie&nbsp;call <strong>Fraggles</strong> and <strong>Fraggle-Based Indexing</strong>, and the credit goes to JavaScript's "Fragments."</p> <p>Fraggles represent individual parts (fragments) of a page for which Google overlayed a "handle" or "jump-link" (aka named-anchor, bookmark, etc.) so that a click on the result takes the users directly to the part of the page where the relevant fragment of text is located. These Fraggles are then organized around the relevant nodes on the Knowledge Graph, so that the mapping of the relationships between different topics can be vetted, built-out, and maintained over time, but also so that the structure can be used and reused, internationally — even if different content is ranking.&nbsp;</p> <p>More than one Fraggle can rank for a page, and the format can vary from a text-link with a "Jump to" label, an unlabeled text link, a site-link carousel, a site-link carousel with pictures, or occasionally horizontal or vertical expansion boxes for the different items on a page. </p> <p>The most notable thing about Fraggles is the automatic scrolling behavior from the SERP. While Fraggles are often linked to content that has an HTML or JavaScript jump-links, sometimes, the jump-links appear to be added by Google without being present in the code at all. This behavior is also prominently featured in AMP Featured Snippets, for which Google has the same scrolling behavior, but also includes Google’s colored highlighting — which is superimposed on the page —&nbsp;to show the part of the page that was displayed in the Featured Snippet, which allows the searcher to see it in context. I write about this more in the article:&nbsp;<a href="https://mobilemoxie.com/blog/what-the-heck-are-fraggles/">What the Heck are Fraggles</a>. </p> <h2>How Fraggles & Fraggle-based indexing works with JavaScript</h2> <p>Google’s desire to index Native Apps and Web Apps, including single-page apps, has necessitated Google’s switch to indexing based on Fragments and Fraggles, rather than pages. In JavaScript, as well as in Native Apps, a "Fragment" is a piece of content or information that is not necessarily a full page.&nbsp;</p> <p>The easiest way for an SEO to think about a Fragment is within the example of an AJAX expansion box: The piece of text or information that is fetched from the server to populate the AJAX expander when clicked could be described as a Fragment. Alternatively,&nbsp;if it is indexed for Mobile-First Indexing, it is a Fraggle.&nbsp;</p> <p>It is no coincidence that Google announced the launch of Deferred JavaScript Rendering at roughly the same time as the public roll-out of Mobile-First Indexing without drawing-out the connection, but here it is: When Google can index fragments of information from web pages, web apps and native apps, all organized around the Knowledge Graph, the data itself becomes "portable" or "mobile-first."</p> <p>We have also recently discovered that Google has begun to index URLs with a # jump-link,&nbsp;after years of not doing so,&nbsp;and is reporting on them separately from the primary URL in Search Console. As you can see below from our data, they aren't getting a lot of clicks, but they <em>are</em> getting impressions. This is likely&nbsp;because of the low average position.&nbsp;</p> <p>Before Fraggles and Fraggle-Based Indexing, indexing # URLs would have just resulted in a massive duplicate content problem and extra work indexing for Google. Now that Fraggle-based Indexing is in-place, it makes sense to index and report on # URLs in Search Console — especially for breaking up long, drawn-out JavaScript experiences like PWA’s and Single-Page-Apps that don’t have separate URLs, databases, or in the long-run, possibly even for indexing native apps without Deep Links.&nbsp;</p> <figure><img src="http://d2v4zi8pl64nxt.cloudfront.net/the-importance-of-fraggles/5d28b75f8c4350.44293826.png" width="703" height="728" data-image="4bap570ljcyj"></figure> <h2><br><br>Why index fragments & Fraggles?</h2> <p>If you're used to thinking of rankings with the smallest increment being a URL, this idea can be hard to wrap your brain around. To help,&nbsp;consider this&nbsp;thought experiment:&nbsp;How useful would it be for Google to rank a page that gave detailed information about all different kinds of fruits and vegetables? It would be easy for a query like "fruits and vegetables," that's for sure. But if the query is changed to "lettuce" or "types of lettuce," then the page would struggle to rank, even if it had the best, most authoritative information.&nbsp;</p> <p>This is because the "lettuce" keywords would be diluted by all the other fruit and vegetable content.&nbsp;It would be more useful for Google to rank the part of the page that is about lettuce for queries related to lettuce, and the part of the page about radishes well for queries about radishes. But since users don’t want to scroll through the entire page of fruits and vegetables to find the information about the particular vegetable they searched for, Google prioritizes pages with keyword focus and density, as they relate to the query. Google will rarely rank long pages that covered multiple topics, even if they were more authoritative. </p> <p>With featured snippets, AMP featured snippets, and Fraggles, it's clear that Google can already find the important parts of a page that answers a specific question — they've actually been able to do this for a while. So, if Google can organize and index content like that, what would the benefit be in&nbsp;maintaining an index that was based only on per-pages statistics and ranking? Why would Google want to rank entire pages when they could rank just the best parts of pages that are most related to the query? </p> <p>To address these concerns, historically, SEO’s have worked to break individual topics out into separate pages, with one page focused on each topic or keyword cluster. So, with our vegetable example, this would ensure that&nbsp;the lettuce page could rank for lettuce queries and the radish page could rank for radish queries.&nbsp;With each website creating a new page for every possible topic that they would like to rank for, there's lot of redundant and repetitive work for webmasters. It also likely adds a lot of low-quality, unnecessary pages to the index.&nbsp;Realistically, how many individual pages on lettuce does the internet really need, and how would Google determine which one is the best?<strong> The fact is,&nbsp;</strong><strong>Google wanted to shift to an algorithm that focused less on links and more on topical authority to surface only the best content — and Google</strong>&nbsp;circumvents this with the scrolling feature in Fraggles. </p> <p>Even though the effort to switch to Fraggle-based indexing, and organize the information around the Knowledge Graph, was massive, the long-term benefits of the switch far out-pace the costs to Google because they make Google’s system for flexible, monetizable and sustainable, especially as the amount of information and the number of connected devices expands exponentially. It also helps Google identify, serve and monetize new cross-device search opportunities, as they continue to expand. This includes search results on TV’s, connected screens, and spoken results from connected speakers. A few relevant costs and benefits are outlined below for you to contemplate, keeping Google’s long-term perspective in mind:</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-07-11-at-9-109673.jpg" data-image="02jt7uzeizxb"></figure> <h2>Why Fraggles and Fraggle-based indexing are important for PWAs</h2> <p>What also makes&nbsp;the shift to Fraggle-based Indexing relevant to SEOs is how it fits in with Google’s championing of Progressive Web Apps or AMP Progressive Web Apps, (aka PWAs and PWA-AMP websites/web apps). These types of sites have become the core focus of Google’s Chrome Developer summits and other smaller Google conferences.</p> <p> From the perspective of traditional crawling and indexing, Google’s focus on PWAs is confusing. PWAs often feature heavy JavaScript and are still frequently built as Single-Page Apps (SPA’s), with only one or only a few URLs. Both of these ideas would make PWAs especially difficult and resource-intensive for Google to index in a traditional way —&nbsp;so, why would Google be so enthusiastic about PWAs?&nbsp;</p> <p>The answer is because PWA’s require ServiceWorkers, which uses Fraggles and Fraggle-based indexing to take the burden off crawling and indexing of complex web content. </p> <p>In case you need a quick refresher:&nbsp;ServiceWorker is a JavaScript file — it&nbsp;instructs a device (mobile or computer) to create a local cache of content to be used just for the operation of the PWA. It is meant to make the loading of content much faster (because the content is stored locally) instead of just left on a server or CDN somewhere on the internet and it does so by&nbsp;saving copies of text and images associated with certain screens in the PWA. Once a user accesses content in a PWA, the content doesn't need to be&nbsp;fetched again from the server. It's a bit like browser caching, but faster —&nbsp;the ServiceWorker stores the information about when content expires, rather than storing it on the web. This is what makes PWAs seem to work offline, but it is also why content that has not been visited yet is not stored in the ServiceWorker.</p> <h3>ServiceWorkers and SEO</h3> <p>Most SEOs who understand PWAs understand that a ServiceWorker is for caching and load time, but they may not understand that it is likely also for indexing. If you think about it, ServiceWorkers mostly store the text and images of a site, which is exactly what the crawler wants. A crawler that uses Deferred JavaScript Rendering could go through a PWA and simulate clicking on all the links and store static content using the framework set forth in the ServiceWorker. And it could do this without always having to crawl all the JavaScript on the site, as long as it understood how the site was organized, and that organization stayed consistent.&nbsp;</p> <p>Google would also know exactly how often to re-crawl, and therefore could&nbsp;only crawl certain items when they were set to expire in the ServiceWorker cache. This saves Google a lot of time and effort, allowing&nbsp;them to get through or possibly skip complex code and JavaScript. </p> <p>For a PWA to be indexed, Google requires webmasters to ‘<a href="https://firebase.google.com/docs/web/setup">register their app in Firebase,’</a>&nbsp;but they used to require webmasters to "register their ServiceWorker." Firebase is the Google platform that allows webmasters to set up and manage indexing and deep linking for their native apps, chat-bots and,&nbsp;<a href="https://firebase.google.com/docs/projects/pwa">now, PWA’s</a>.&nbsp;</p> <p>Direct communication with a PWA specialist at Google a few years ago revealed that Google didn’t crawl the ServiceWorker itself, but crawled the API to the ServiceWorker. It's likely&nbsp;that when webmasters register their ServiceWorker with Google, Google is actually creating an API to the ServiceWorker, so that the content can be quickly and easily indexed and cached on Google’s servers. Since Google has already launched an <a href="https://developers.google.com/search/apis/indexing-api/v3/quickstart">Indexing API</a>&nbsp;and appears to now favor API’s over traditional crawling, we believe Google will begin pushing the use of ServiceWorkers to improve page speed, since they can be used on non-PWA sites, but this will actually be to help ease the burden on Google to crawl and index the content manually.</p> <p>Flat HTML may still be the fastest way to get web information crawled and indexed with Google. For now, JavaScript still has to be deferred for rendering, but it is important to recognize that this could change and crawling and indexing is not the only way to get your information to Google. Google’s Indexing API, which was launched for indexing time-sensitive information like job postings and live-streaming video, will likely be expanded to include different types of content.&nbsp;</p> <p>It's important to remember that this is how AMP, Schema, and many other types of powerful SEO functionalities have started with a limited launch; beyond that, some great SEO’s have already <a href="https://davidsottimano.com/playing-with-googles-new-indexing-api-and-getting-pages-crawled-immediately/">tested submitting other types of content in the API and seen success</a>.&nbsp;Submitting to APIs skips Google’s process of blindly crawling the web for new content and allows webmasters to feed the information to them directly.</p> <p> It is possible that the new Indexing API follows a similar structure or process to PWA indexing. Submitted URLs can already get some kinds of content indexed or removed from Google’s index, <a href="https://builtvisible.com/how-do-you-get-new-pages-indexed-or-your-site-re-crawled/">usually in about an hour,</a> and while it is only currently officially available for the two kinds of content, we expect it to be expanded broadly. </p> <h2>How will this impact SEO strategy? </h2> <p>Of course, every SEO wants to know how to leverage this speculative theory — how can we make the&nbsp;changes in Google to our benefit?&nbsp;</p> <p>The first thing to do is take a good, long, honest look at a mobile search result. Position #1 in the organic rankings is just not what it used to be. There's a ton of engaging content that is often pushing it down, but not counting as an organic ranking position in Search Console. This means that you may be maintaining all your organic rankings while also losing a massive amount of traffic to SERP features like Knowledge Graph results, Featured Snippets, Google My Business, maps, apps, Found on the Web, and other similar items that rank outside of the normal organic results.&nbsp;</p> <p>These results, as well as Pay-per-Click results (PPC), are more impactful on mobile because they are stacked above organic rankings. Rather than being off to the side,&nbsp;as they might be in a desktop view of the search, they&nbsp;push organic rankings further down the results page.&nbsp;There has been some great reporting recently about the statistical and large-scale impact of changes to the SERP and how these changes have resulted in changes to user-behavior in search, especially&nbsp;from <a href="https://moz.com/blog/how-often-does-google-update-its-algorithm">Dr. Pete Meyers,&nbsp;</a><a href="https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/">Rand Fishkin</a>, and&nbsp;JumpTap. </p> <p>Dr. Pete has focused on the increasing number of changes to the Google Algorithm recorded in his MozCast, which heated up at the end of 2016 when Google started working on Mobile-First Indexing, and again after it launched the Medic update in 2018.&nbsp;</p> <p>Rand, on the other hand, focused on how the new types of rankings are pushing traditional organic results down, resulting in less traffic to websites, especially on mobile. All this great data from these two really set the stage for a fundamental shift in SEO strategy as it relates to Mobile-First Indexing.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/pasted-image-0-16-413371.jpg" data-image="u3f1tszbltb9"></figure> <p>The research shows that Google re-organized its index to suit a different presentation of information — especially if they are able to index that information around an entity-concept in the Knowledge Graph. Fraggle-based Indexing makes all of the information that Google crawls even more portable because it is intelligently nested among related Knowledge Graph nodes, which can be surfaced in a variety of different ways. Since Fraggle-based Indexing focuses more on the meaningful organization of data than it does on pages and URLs, the results are a more "windowed" presentation of the information in the SERP. <strong>SEOs need to understand that search results are now based on entities and use-cases (think micro-moments), instead of pages and domains</strong>. </p> <h3>Google's Knowledge Graph</h3> <p>To really grasp how this new method of indexing will impact your SEO strategy, you first have to understand how Google’s Knowledge Graph works.&nbsp;</p> <p>Since it is an actual "graph," all Knowledge Graph entries (nodes) include both vertical and lateral relationships. For instance, an entry for "bread" can include lateral relationships to related topics like cheese, butter, and cake, but may also include vertical relationships like "standard ingredients in bread" or "types of bread."&nbsp;</p> <p>Lateral relationships can be thought of as related nodes on the Knowledge Graph, and hint at "Related Topics" whereas vertical relationships point to a broadening or narrowing of the topic; which hints at the most likely filters within a topic. In the case of bread, a vertical relationship-up would be topics like "baking," and down would include topics like "flour" and other ingredients used to make bread, or "sourdough" and other specific types of bread. </p> <p>SEOs should note&nbsp;that Knowledge Graph entries can now include an increasingly wide variety of filters and tabs that narrow the topic information to benefit different types of searcher intent. This includes things like helping searchers find videos, books, images, quotes, locations, but in the case of filters, it can be topic-specific and unpredictable (informed by active machine learning). This is the crux of Google’s goal with Fraggle-based Indexing:&nbsp;To be able to organize the information of the web-based on Knowledge Graph entries or nodes, otherwise discussed in SEO circles as "entities."&nbsp;</p> <p>Since the relationships of one entity to another remain the same, regardless of the language a person is speaking or searching in, the Knowledge Graph information is language-agnostic, and thus easily used for aggregation and machine learn How to Rank Your Old, Outdated Content https://neilpatel.com/blog/how-to-rank-old-content/ The KISSmetrics Marketing Blog urn:uuid:b024dc8a-01f7-0f35-7592-1ec8c7b24aa2 Tue, 16 Jul 2019 13:32:12 +0000 <p>What percentage of your search traffic is driven by your top 10 pages? Chances are, it’s a large portion. Just look at the screenshot below. You’ll see that my top 10 pages drive 28.7% of my search traffic. That may not seem like a high number, but I have 5,441 blog posts. In other words, [&#8230;]</p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/how-to-rank-old-content/">How to Rank Your Old, Outdated Content</a> appeared first on <a rel="nofollow" href="https://neilpatel.com">Neil Patel</a>.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/realtime.png" alt="real time" /></p> <p>What percentage of your search traffic is driven by your top 10 pages?</p> <p>Chances are, it’s a large portion.</p> <p>Just look at the screenshot below. You’ll see that my top 10 pages drive 28.7% of my search traffic.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/toppagescurrent.png" alt="top pages current" /></p> <p>That may not seem like a high number, but I have 5,441 blog posts. In other words, <a href="https://neilpatel.com/what-is-seo/">0.1% of my pages make up 28.7% of my search traffic</a>.</p> <p>Typically, with smaller sites, the percentages are much higher in which the top 10 pages make up the majority of their search traffic.</p> <p><em>So, what does that tell you?</em></p> <p>You should just focus on your top 10 pages and ignore the rest? Or, even worse, <a href="https://neilpatel.com/blog/blogging-principles/">just focus on cranking out more new content</a>?<span id="more-84532"></span></p> <h2><strong>Quality over quantity</strong></h2> <p>I used to have the philosophy of &#8220;more is better.&#8221; I was cranking out dozens of articles each week. At one point, I was publishing 2 articles a day on this blog.</p> <p>And, over time, my traffic grew, but not by much.</p> <p>I was spending all of this time writing and realized that the majority of the content I was publishing never ranked.</p> <p><em>So, what did I do?</em></p> <p>I started focusing on my <a href="https://neilpatel.com/blog/update-old-content/">old, outdated content</a> to boost my traffic.</p> <p>Just think of it this way: Every week I publish one new piece of content, but my team, on average, is updating 23 older articles.</p> <p>When I used to write more frequently, my top 10 pages made up 33% of my search traffic.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/toppagesold.png" alt="top pages" /></p> <p>Since then, I have increased my search traffic by 107% and reduced my reliance on my top 10 pages by 13%.</p> <p><em>So how did I do this?</em> Well, as I mentioned, I have my team focus on updating my old, outdated content while I focus on creating new content.</p> <p>Here’s exactly what I have my team implement, step by step.</p> <h2><strong>Look for pages that were once loved</strong></h2> <p>With <a href="https://neilpatel.com/blog/google-search-console/">Google Search Console</a>, you have access to data for a much longer period of time. You can go back up to 16 months.</p> <p>So, I want you to compare this month’s results during the same period as last year.</p> <p>You can do this by clicking on “date” and then “compare.” Next, select your older date period first (should be roughly from a year ago) and then select today’s date period.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/daterange.png" alt="date range" /></p> <p>I’ve been doing this for a while, so I selected an older date range so you can see a better set of data before my team really focused on updating old content.</p> <p>You should then see a report that looks something like this:</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/compared.png" alt="compared" /></p> <p>What you’ll want to do is look for articles that used to get a ton of traffic and have less now. From the screenshot above, you can see that my article on Instagram used to perform really well, but no so much anymore.</p> <p>Keep in mind that I selected the older date range first. I did this to see which of my old pieces of content used to rank well so I can see if any of them have dropped over the last 12 months.</p> <p>This will show you old content that Google used to love, but no longer does.</p> <p>Now, let’s find content that Google never loved.</p> <h2><strong>Look for pages Google never loved</strong></h2> <p>Log back into Search Console and look for pages that have a high impression count but never got any real clicks.</p> <p>The easiest way to find these pages is to set your date range to the last 28 days and look at each page’s metrics from an impression, click, and CTR perspective.</p> <p>Sort the CTR column in ascending order (lowest percentage at the top, the highest percentage at the bottom).</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/searchctr.png" alt="search ctr" /></p> <p>Typically, the pages at the top of that list have the most potential. It means that Google is ranking you but you just aren’t getting too many clicks.</p> <p>It usually isn’t just related to your title tag and meta description. It typically has to do with the content on the page.</p> <p>Now it’s time to create a list of pages that have the greatest potential.</p> <h2><strong>It’s time to prioritize</strong></h2> <p>Typically, the pages that have the most potential are the ones that used to rank but no longer rank. Google used to rank and like them, which means if you give those pages a little tender loving care, you can easily get them loved by Google again.</p> <p>The second group of pages that have potential, but not as much as the first, are the ones with a high impression count but an extremely low CTR.</p> <p>These pages are harder to fix because they never really performed that well.</p> <h2><strong>How to update your old content</strong></h2> <p>Now that you have a list of pages to fix so you can boost your <a href="https://neilpatel.com/blog/improve-google-rankings-without-getting-penalized/">search engine rankings</a>, I want you to log in to Google Search Console, find that article, click on it, and then click on “queries.”</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/queries.png" alt="queries" /></p> <p>For the keywords that don’t rank in the top 5 or have a high impression volume, I want you to go to your ranking article and see if the article is relevant for that term.</p> <p>If not, adjust the article to at least include that term and cover that topic.</p> <p>For the terms you already rank for in the top 5 spots, head over to <a href="https://neilpatel.com/ubersuggest/">Ubersuggest</a> and type in those keywords and click on the keyword ideas report.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/customeracquasition.png" alt="customer acquasition" /></p> <p>You’ll then see a report with all of the long-tail variations of that keyword.</p> <p>If you adjust the article and include any of the long-tail phrases Ubersuggest gives you, you’ll see quick traffic gains.</p> <p>In other words, if you already rank for the head term, it’s not hard to rank for the long-tail variation of it as well.</p> <p>In addition to including the right keywords, you’ll want to update the post. Make sure all of the information is relevant, the pictures are up to date, and if you could include any multimedia (like embedding relevant <a href="https://neilpatel.com/blog/youtube-seo/">YouTube videos</a>) you&#8217;ll be able to increase the time on site of your visitors.</p> <p>Finally, when updating your content, make sure your article is more thorough than all of the other sites that rank for the terms you are trying to rank for.</p> <p>Remember that keyword ideas report I had you check out on Ubersuggest? On the right-hand side of that report, it shows you all of the sites that rank for that keyword.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/keywordrankings.png" alt="keyword rankings" /></p> <p>You can quickly see who’s currently ranking in each country, visit their web page, and make sure you create something better.</p> <h2><strong>User metrics</strong></h2> <p><a href="https://neilpatel.com/blog/the-advanced-guide-to-user-behavior-data-and-how-it-affects-search-rankings/">User behavior</a> is one of the biggest factors with Google’s algorithm.</p> <p>Once you update your old content, you’ll want to optimize for user signals as that’ll help boost rankings.</p> <p>A great example of user metrics is optimizing your <a href="https://neilpatel.com/blog/title-tags-seo/">title tags</a> and <a href="https://neilpatel.com/blog/how-to-write-meta-descriptions/">meta description</a>.</p> <p>For example, if everyone searched a keyword on Google and clicked on the second result instead of the first, it tells Google that the second result is more relevant and that it should be ranking in the first spot instead of the second.</p> <p>And Google eventually would make that change.</p> <p>If you can use persuasive copy and convince people to click on your search listing instead of the competition, eventually your rankings will climb. And you can do so by following these 2 articles:</p> <ol> <li><a href="https://neilpatel.com/blog/the-step-by-step-guide-to-writing-powerful-headlines/">How to Craft Amazing Headlines</a></li> <li><a href="https://neilpatel.com/blog/write-copy-like-apple/">How to Write Copy like Apple</a></li> </ol> <p>Over the years, I’ve done a lot of title tag and meta description tests and I’ve also found that these keywords help increase clicks:</p> <ul> <li>What is</li> <li>Best</li> <li>Amazing</li> <li>[lists]</li> <li>How to</li> <li>Free</li> <li>You</li> <li>Tips</li> <li>Why</li> <li>Tricks</li> <li>Great</li> </ul> <p>You can also use tools like <a href="https://www.clickflow.com/">Clickflow</a> to A/B test your meta tags.</p> <h2><strong>Don’t forget to promote (again)</strong></h2> <p>Now that your content is up to date and you’ve optimized your meta tags for clicks, it’s time for you to promote your content.</p> <p>I know what you are thinking… <em>why would you promote old content, right?</em></p> <p>Well, technically it isn’t old anymore.</p> <p>First of all, you should update the published date or last updated date within your WordPress.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/published.png" alt="published" /></p> <p>That way search engines know your content is changed, more relevant, and up to date.</p> <p>Secondly, you need to promote the article. <em>It’s new now, so why wouldn’t you share it with the world?</em></p> <p>The simplest thing you can do is share it on the social web. I typically share my content on Facebook, Twitter, and LinkedIn… but you can pick whatever social profiles you have.</p> <p><a href="https://neilpatel.com/blog/social-media-and-seo/">Although Google doesn’t really look at social signals</a>, Bing does. Plus, some people who visit your page from the social web may decide to link to your article, which does help rankings.</p> <p>And if you want to go above and beyond, check out <a href="https://meetedgar.com/">Meet Edgar</a>. It’s what I use to continually schedule my old content to be promoted on the social web. That way I don’t have to manually do it or set reminders.</p> <p>In addition to social shares, you should consider sending out a text-based email blast to your audience promoting your content.</p> <p>It’s a great way to get a quick boost of traffic and breathe life into your old content.</p> <p>Here’s an example of a text-based email blast that I send so you can copy my format.</p> <blockquote><p><strong>Subject:</strong> How to Generate 10K visitors from a Brand New Blog in Under 6 Months</p> <p>If I tell you to do 100 things to grow your traffic, I know you won’t do it.</p> <p>Heck, even I wouldn’t. It’s just too much work.</p> <p>In the spirit of simplicity, <a href="https://el2.convertkit-mail.com/c/preview/dpheh0hz/aHR0cHM6Ly9uZWlscGF0ZWwuY29tL2Jsb2cvI3AtODIxMzE=">just do this</a> and you’ll get to 10,000 visitors.</p> <p>I’ll even make a deal with you. If you follow it and don’t hit 10,000 visitors and you can show me you followed it, I will help you for free.</p> <p>That’s how confident I am that it works.</p> <p>Cheers,</p> <p>Neil Patel</p></blockquote> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/emailstats.png" alt="email stats" /></p> <p>As you can see, simple text-based emails are generating 30% open rates and 6% click rates for me. Not too shabby.</p> <p>You can also use tools like <a href="https://subscribers.com/">Subscribers</a> to send out a push notification. Every time I update a post I send out a push. Look at my stats… I can easily generate an extra 7,000 visitors from a single push.</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/pushstats.png" alt="push stats" /></p> <h2><strong>And don’t forget to build links</strong></h2> <p>The last step you want to leverage is link building. You can use <a href="https://neilpatel.com/backlinks/">Backlinks</a> to see who is linking to competing articles:</p> <p><img src="https://neilpatel.com/wp-content/uploads/2019/07/backlinks.png" alt="backlinks" /></p> <p>All you have to do is put in a competing URL and select “URL” from the drop-down menu and you’ll see every site that links to that page.</p> <p>From there, you’ll want to reach out to each site and ask them to link to you.</p> <p>The easiest way to do this is to leverage the <a href="https://neilpatel.com/blog/how-to-create-content-that-outranks-your-competitors-content/">skyscraper technique and the steps in this article</a>.</p> <h2><strong>Conclusion</strong></h2> <p>Once you hit the 150 mark in the number of pages on your site, you should consider focusing the majority of your time to updating old content instead of creating new content.</p> <p>If you have over 1,000 pages, you should definitely spend 80-plus percent of your time updating old content instead of writing new content.</p> <p>The key to ranking your old, outdated content is to first focus on the content that used to rank but doesn’t anymore.</p> <p>Once you fix those pages, you should see results within a month or two. From there, you can then focus on pages that have a high impression count but a low click count.</p> <p><em>So, are you going to focus your time on ranking your old content or creating new content? </em></p> <p>The post <a rel="nofollow" href="https://neilpatel.com/blog/how-to-rank-old-content/">How to Rank Your Old, Outdated Content</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=f7UKkKrRgqI:xyujQLdo5C8:yIl2AUoC8zA"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=yIl2AUoC8zA" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=f7UKkKrRgqI:xyujQLdo5C8:F7zBnMyn0Lo"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=f7UKkKrRgqI:xyujQLdo5C8:F7zBnMyn0Lo" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=f7UKkKrRgqI:xyujQLdo5C8:gIN9vFwOqvQ"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=f7UKkKrRgqI:xyujQLdo5C8:gIN9vFwOqvQ" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=f7UKkKrRgqI:xyujQLdo5C8:qj6IDK7rITs"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?d=qj6IDK7rITs" border="0"></img></a> <a href="http://feeds.feedburner.com/~ff/KISSmetrics?a=f7UKkKrRgqI:xyujQLdo5C8:D7DqB2pKExk"><img src="http://feeds.feedburner.com/~ff/KISSmetrics?i=f7UKkKrRgqI:xyujQLdo5C8:D7DqB2pKExk" border="0"></img></a> </div><img src="http://feeds.feedburner.com/~r/KISSmetrics/~4/f7UKkKrRgqI" height="1" width="1" alt=""/> MozCon 2019: Day Two Learnings http://tracking.feedpress.it/link/9375/12673905 Moz Blog urn:uuid:6f19831d-75ee-0c91-9fa0-b87d7fbe6123 Tue, 16 Jul 2019 11:45:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/10805655\">KameronJenkins</a></p><p>We had another amazing day here at MozCon — our speakers delivered some incredible expertise for Day two. But there was plenty of moments&nbsp;in-between&nbsp;that was also just as spectacular.&nbsp;</p> <p>In no particular order, today also consisted of:&nbsp;<br></p> <ul><li>Areej parading 180 slides-worth of knowledge in 14 minutes — like a boss!</li><li> 1,000+ attendees singing Marie happy birthday</li><li>Dr.&nbsp;Pete bringing the "wizard" in SEO wizard to his <a href="https://twitter.com/KristieDeaver/status/1151275661161455616">talk</a>&nbsp;(and now everyone wants to know&nbsp;<a href="https://twitter.com/JaraMoser/status/1151278768062791680">which House </a>everyone belongs to)</li><li>Dogs <a href="https://twitter.com/_KellyDubs/status/1151201273154195456">DO</a> like birthday cake, thank you for coming to our TED talk</li><li>Yogurt parfaits</li><li>This <a href="https://twitter.com/mkternest/status/1151211461403791360">tender moment</a> between Wil and Stacy, our live event captioner</li><li>Cat <a href="https://twitter.com/GregGifford/status/1151241096397148161">puns</a></li></ul> <p>And much, much more. Let's get to it! Read on for our top takeaways from day two of MozCon.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-07-16-at-12-908659.jpg" data-image="5uya3rp87etz"></figure> <p></p> <h2>Heather Physioc —&nbsp;Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice</h2> <p>Heather kicked off day two by making a strong case for un-siloing our search teams. When paid, organic, and content teams join forces, they can reach maximum effectiveness. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">“We’re dividing and conquering our organic strategy playbooks across the team [...] because we can cover more ground more quickly, [...] and we can simply deliver a better product.” <a href="https://twitter.com/HeatherPhysioc?ref_src=twsrc%5Etfw">@HeatherPhysioc</a> <a href="https://twitter.com/hashtag/Mozcon?src=hash&ref_src=twsrc%5Etfw">#Mozcon</a></p>— Melina Beeston (@mkbeesto) <a href="https://twitter.com/mkbeesto/status/1151171615440326657?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>By using her own team’s experience as an example, Heather helped us see what it takes to build a powerful, cross-functional team:</p> <ul><li>Start with a mantra to guide your team. Theirs is “Connected brands start with connected teams.” </li><li>Rip the bandaid off. Get people involved in the mission and brainstorming as soon as possible. </li><li>While you want to start collaborating as soon as possible, make the actual changes in small, incremental steps. Develop committees dedicated to making certain aspects of the change easier. </li><li>“No process is precious” means establishing clear, living processes (they use Confluence to document these) that can adapt over time. Check-in regularly and ditch what isn’t serving you. </li><li>Commit to cross-team training not so you can do each other’s jobs, but to promote empathy and to start thinking about how your work will affect other people. </li><li>Just like we should avoid siloing our departments, we should avoid siloing our reporting. Bring data from the channels together to tell a cohesive story. </li><li>Create a culture of feedback so that feedback feels less personal and more about improving the work. </li><li>Even if you’re not able to change the org chart, you can still work on un-siloing by collaborating with your counterparts on other teams.</li></ul> <p>Visit <a href="https://mozcon.vmlyrconnect.com/">https://mozcon.vmlyrconnect.com/</a> for even more wisdom from Heather!</p> <h1> </h1> <h2>Mary Bowling —&nbsp;Brand Is King: How to Rule in the New Era of Local Search&nbsp;</h2> <p>Mary took the stage next to shed some light on why brand is so critical to success in this latest era of local search. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Prominence: Is the business well-known and well-regarded in its industry? Google looks at what other people say about you. <a href="https://twitter.com/MaryBowling?ref_src=twsrc%5Etfw">@MaryBowling</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1151178524595613696?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>With so much talk about Google taking clicks away from our websites, Mary posited that Google’s actually giving local businesses a ton of opportunity to increase our conversions on the SERP itself. </li><li>According to research from Mike Blumenthal, 70% of local business conversions happen on the SERP with the smaller percentage happening on websites. While both are important, Mary says that local businesses really need to concentrate on owning our branded SERPs. </li><li>Google loves brands, and one way we can tell Google we’re a good one is to take control of what other websites say about us. </li><li>Want to understand Google’s recent attention on local? They’re moving from a company that helps you find answers to a company that helps you get things done.</li><li>Control whatever you can on your branded SERPs, whether that’s managing reviews, making sure your GMB is up to date and accurate, and investing in PR to influence news and other mentions that show up on your branded SERP. </li><li>Google is giving small businesses a lot of ways to attract customers. Use them to your advantage!</li></ul> <h5> </h5> <h2>Casie Gillette — Making Memories: Creating Content People Remember&nbsp;</h2> <p>Casie told us that only 20% of people remember what they read, which means you might not remember this. We’ll try not to take it personally. In the meantime, how do you create something that people will actually remember and come back for again and again?</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">“We are about ourselves. We care about being seen, and people solving our problems. [...] And as marketers, we need to create content that reflects just that.” <a href="https://twitter.com/Casieg?ref_src=twsrc%5Etfw">@Casieg</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Melina Beeston (@mkbeesto) <a href="https://twitter.com/mkbeesto/status/1151195513032626176?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Here’s some of the advice she offered:</p> <ul><li>People care about brands that care about them. Make your audience feel seen and you’ll win. </li><li>Pay attention to your audience demographics and psychographics! Make your content resonate with your audience by knowing your audience. </li><li>Keep your content clear and simple to give your audience the answer to their question as quickly as possible. </li><li>Add movement to our images when possible. It grabs attention among a sea of static images.</li><li>Choose colors wisely. Color can drastically impact conversions and how people respond in general. </li><li>Messages delivered in stories can be 22 percent&nbsp;more effective than pure info alone.</li><li>Whatever you do, commit to not being forgettable! </li></ul> <h2>Wil Reynolds —&nbsp;20 Years in Search & I Don't Trust My Gut or Google&nbsp;&nbsp;</h2> <p>Wil Reynolds brought the honesty in a continuation of his talk from last year’s MozCon. Massive opportunity is at our fingertips. We just need to leverage the data. </p> <p></p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr"><a href="https://twitter.com/wilreynolds?ref_src=twsrc%5Etfw">@wilreynolds</a> admits he constantly lives in hypothesis mode. <br><br>Data-driven is great, but only if you admit that data frequently changes. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Travis Lofley (@TravisLofley) <a href="https://twitter.com/TravisLofley/status/1151205185537974272?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Here are some of the best nuggets from his presentation!</p> <ul><li>There’s power in looking at big data. You can usually find a ton of waste and save a bunch of money that helps fund your other initiatives.</li></ul> <ul><li>Every client deserves a money-saving analysis. Use big data to help you do this at scale. </li></ul> <ul><li>Looking at data generically can lead you to the wrong conclusions. Instead of blindly following best practices lists and correlation studies, look at data from your own websites to see what actually moves the needle. </li></ul> <ul><li>Always stay in hypothesis mode. </li></ul> <ul><li>Humans are naturally inclined to bring our own bias into decision-making, which is why data is so important. You can’t know everything. Let the data tell you what to do. </li></ul> <p>Bonus! Go to <a href="https://savingbenjamin.seerinteractive.com/">bit.ly/savingben</a> if you want to stop losing money.<br></p> <h2>Dr. Marie Haynes —&nbsp;Super-Practical Tips for Improving Your Site's E-A-T</h2> <p>Dr. Marie Haynes serves up incredible tips for how to practically improve your site’s E-A-T — something every SEO and marketer needs.</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Critically important, even if not a causal search ranking factor...<br><br>• Expertise<br>• Authoritativeness<br>• Trust<br><br>...as evidenced to Google by links and mentions to your site.<br><br>By <a href="https://twitter.com/Marie_Haynes?ref_src=twsrc%5Etfw">@Marie_Haynes</a> at <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> <a href="https://t.co/xE03nKRFO3">pic.twitter.com/xE03nKRFO3</a></p>— Andy Crestodina (@crestodina) <a href="https://twitter.com/crestodina/status/1151239287922257920?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Those tips included things like:</p> <ul><li>Using Help a Reporter Out (HARO) to get authoritative mentions in publications </li><li>Publishing data — people love to cite original research! </li><li>Create articles that answer previously unanswered questions (find those on forums!)</li><li>Create original tools that solve common problems</li><li>Run a test and publish your results</li></ul> <p>Sounds a lot like link building, right? That’s intentional! Links to your site from authoritative sources is a huge factor when it comes to E-A-T. </p> <h2>Areej AbuAli —&nbsp;Fixing the Indexability Challenge: A Data-Based Framework&nbsp;</h2> <p>How do you turn an unwieldy 2.5 million-URL website into a manageable and indexable site of just 20,000 pages? Answer: you catch Areej’s talk.&nbsp;</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">If you have a huge site (million+ pages) with no rules for crawlers whatsoever, you're inevitably going to run into technical issues <a href="https://twitter.com/areej_abuali?ref_src=twsrc%5Etfw">@areej_abuali</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— At #MozCon (Still, #GreenNewDeal) (@CosperClick) <a href="https://twitter.com/CosperClick/status/1151242535303389184?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <ul><li>When doing an audit, it’s a good idea to include not only what the problem is, but what effect it’s causing and the proposed solution. </li><li>The site Areej was working on had no rules in place to direct robots, creating unlimited URLs to crawl. Crawl budget was being wasted and Google was missing what was actually important on their site. Fundamentals like these needed to be fixed first!</li><li>She used search volume data to determine what content was important and should be indexed. If a keyword had low search volume but was still needed for usability purposes, it was no-indexed. </li><li>Another barrier to Google indexing their important content was the lack of a sitemap. Areej recommended creating and submitting separate sitemaps for the different main sections of their website. </li><li>The site also had no core content and its only links were coming from three referring domains. </li><li>Despite all of Areej’s recommendations, the client failed to implement many of them and implemented some of them incorrectly. She decided to have a face-to-face meeting to clear things up. </li></ul> <p>If she were to do this all over again, here’s what she would do differently:</p> <ul><li>Realize that you can’t force a client to implement your recommendations</li><li>Take a targeted approach to the SEO audit and focus on tackling one issue at a time. </li><li>At the end of the day, technical problems are people problems. It doesn’t matter how good your SEO audit is if it’s never followed. </li></ul> <p>Go to <a href="https://drive.google.com/drive/folders/1o0PLzjG3qXAx3GS2xpzK7LlFlbmVA4Pu">bit.ly/mozcon-areej</a> for her full methodology and helpful graphics! </p> <h2>Christi Olson —&nbsp;What Voice Means for Search Marketers: Top Findings from the 2019 Report&nbsp;</h2> <p>Microsoft’s Christi Olson gave us the down-low on everything you need to know about voice search now and into the future based on findings from a study they ran at Microsoft. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Over half of consumers are expecting digital assistants to help make retail purchases within the next 5 years<a href="https://twitter.com/ChristiJOlson?ref_src=twsrc%5Etfw">@ChristiJOlson</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Greg Gifford (@GregGifford) <a href="https://twitter.com/GregGifford/status/1151246353797791744?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>69 percent of respondents said they have used a digital assistant</li><li>75 percent of households will have at least one smart speaker by 2020</li><li>Over half of consumers expect their voice assistant to help them make retail purchases within five years</li><li>Search is moving from answers to actions — not smart actions like “Turn on the light” but “I want to know/go/do” actions</li><li>Smartphones, PC, and smart speakers are the main ways people engage with voice</li><li>40 percent&nbsp;of spoken responses come from featured snippets. This is how you win at voice search.</li><li>To rank in featured snippets: 1) Find queries where you’re already ranking on page one, 2) Ask what questions are related to your query and answer them on your site (hint: even without voice search data, it’s safe to assume that many of the longer and more conversational keywords in your tools were probably spoken queries!), 3) Structure your answer appropriately (paragraph, table, or bullets), however, voice devices don’t usually read tables, 4) Make sure your answers are straightforward and clear, and 5) Don’t forget SEO best practices so it’s easy for search engines to find and understand! </li><li>Although speakable schema markup says it’s only available for news articles, she’s seen it used (and working!) on non-news sites. </li><li>25 percent of people currently are using voice to make purchases</li></ul> <p>Main takeaways? Voice is here, use schema that helps voice, and bots/actions will help enable v-commerce (voice shopping) in the future.</p> <p>Visit <a href="https://about.ads.microsoft.com/en-us/insights/2019-voice-report?cid=en-us_sempro_adv_ie_events-mozcon">aka.ms/moz19</a> to view the full report Christi based this talk on.</p> <h2>Paul Shapiro —&nbsp;Redefining Technical SEO&nbsp;</h2> <p>Take your textbook definition of technical SEO and throw it out the window because there’s more to it than crawling, indexing, and rendering. And Paul definitely proves it.</p> <p> </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">I love this breakdown of technical <a href="https://twitter.com/hashtag/SEO?src=hash&ref_src=twsrc%5Etfw">#SEO</a> by <a href="https://twitter.com/fighto?ref_src=twsrc%5Etfw">@fighto</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> Everyone can know a bit of technical SEO without being a techie. <a href="https://t.co/qcNh5Y8Bn1">pic.twitter.com/qcNh5Y8Bn1</a></p>— Kici (@Kici0835) <a href="https://twitter.com/Kici0835/status/1151262448244051968?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <ul><li>We’re used to thinking of SEO sitting at the center of a Venn diagram where content, links, and website architecture converge. That idea is an oversimplification and doesn’t really capture the full spirit of technical SEO. </li><li>If technical SEO is: “Any sufficiently technical action undertaken with the intent of improving search results” then it broadens the scope beyond just those actions that impact crawl/render/index. </li><li>There are four main types of technical SEO: checklist, general, blurred responsibility, and advanced-applied:<ul><li>Checklist-style tech SEO is essentially an itemized list of technical problems you could answer yes-or-no to. </li><li>General technical SEO is similar to a checklist with some additional logic applied. </li><li>Blurred responsibility technical SEO are those tasks that lie in uncertain territories, such as items that an SEO checks but a developer would need to implement. </li><li>Advanced-applied SEO involves things like SEO testing, adopting new technology, data science for SEO purposes, Natural Language Processing to enhance content development, using Machine Learning for search data, and creating automation. It involves using technology to do better SEO.</li></ul></li><li>Advanced-applied SEO means that all SEO can be technical SEO, including: <ul><li>Redirect mapping</li><li>Meta descriptions</li><li>Content ideation</li><li>Link building </li><li>Keyword research </li><li>A/B testing and experimentation </li></ul></li></ul> <p>Visit <a href="https://searchwilderness.com/mozcon-2019">searchwilderness.com/mozcon-2019</a> for some of Paul’s python scripts he uses to make “traditional” SEO tasks technical. </p> <h2>Dr. Pete Meyers —&nbsp;How Many Words Is a Question Worth?&nbsp;</h2> <p>Rounding out day 2 was Dr. Pete, asking the important questions: how do we find the best questions, craft content around them, and evaluate success? </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Google may be using PAAs not to serve us immediately, but to learn more about searcher-query intent. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Mike Arnesen (@Mike_Arnesen) <a href="https://twitter.com/Mike_Arnesen/status/1151270067205574657?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>The prevalence of People Also Ask (PAA) features has exploded within the past year! Last year they were on 30 percent of all SERPs Moz tracked and now they’re on 90 percent. </li><li>Google is likely using PAA clicks to feed their machine learning and help them better understand query intent.</li><li>Since Google is using them so often, how can we take advantage? </li><li>Once you know what questions people are asking around your topic, you can vet which opportunities you’ll go after on the basis of credibility (am I credible enough to answer this intelligently?), competition (is this something realistically I can compete on?), and cannibalization (am I already ranking for this with some other piece on my site?)</li><li>When you target questions, you’ll often get much more than you bargained for… in a good way! Don’t get discouraged if your keyword research tool shows a low search volume for a query target. Chances are, ranking for that keyword also means you’ll rank well for lots of related queries too.</li></ul> <p>Dr. Pete also announced that Moz is looking into the possibility of a People Also Ask tool! For now, he’s testing the model with a manual process you can check out today. Just go to <a href="https://moz.com/20q">moz.com/20q</a> and he’ll send you a personalized list of the top 20 questions for your domain or topic. </p> <h2>Day two — done!</h2> <p>Only&nbsp;one more day left for this year's MozCon! What stood out the most for you on day two? Tell us in the comments below!</p> <p></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>We had another amazing day here at MozCon — our speakers delivered some incredible expertise for Day two. But there was plenty of moments&nbsp;in-between&nbsp;that was also just as spectacular.&nbsp;</p> <p>In no particular order, today also consisted of:&nbsp;<br></p> <ul><li>Areej parading 180 slides-worth of knowledge in 14 minutes — like a boss!</li><li> 1,000+ attendees singing Marie happy birthday</li><li>Dr.&nbsp;Pete bringing the "wizard" in SEO wizard to his <a href="https://twitter.com/KristieDeaver/status/1151275661161455616">talk</a>&nbsp;(and now everyone wants to know&nbsp;<a href="https://twitter.com/JaraMoser/status/1151278768062791680">which House </a>everyone belongs to)</li><li>Dogs <a href="https://twitter.com/_KellyDubs/status/1151201273154195456">DO</a> like birthday cake, thank you for coming to our TED talk</li><li>Yogurt parfaits</li><li>This <a href="https://twitter.com/mkternest/status/1151211461403791360">tender moment</a> between Wil and Stacy, our live event captioner</li><li>Cat <a href="https://twitter.com/GregGifford/status/1151241096397148161">puns</a></li></ul> <p>And much, much more. Let's get to it! Read on for our top takeaways from day two of MozCon.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-07-16-at-12-908659.jpg" data-image="5uya3rp87etz"></figure> <p></p> <h2>Heather Physioc —&nbsp;Building a Discoverability Powerhouse: Lessons From Merging an Organic, Paid, & Content Practice</h2> <p>Heather kicked off day two by making a strong case for un-siloing our search teams. When paid, organic, and content teams join forces, they can reach maximum effectiveness. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">“We’re dividing and conquering our organic strategy playbooks across the team [...] because we can cover more ground more quickly, [...] and we can simply deliver a better product.” <a href="https://twitter.com/HeatherPhysioc?ref_src=twsrc%5Etfw">@HeatherPhysioc</a> <a href="https://twitter.com/hashtag/Mozcon?src=hash&ref_src=twsrc%5Etfw">#Mozcon</a></p>— Melina Beeston (@mkbeesto) <a href="https://twitter.com/mkbeesto/status/1151171615440326657?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>By using her own team’s experience as an example, Heather helped us see what it takes to build a powerful, cross-functional team:</p> <ul><li>Start with a mantra to guide your team. Theirs is “Connected brands start with connected teams.” </li><li>Rip the bandaid off. Get people involved in the mission and brainstorming as soon as possible. </li><li>While you want to start collaborating as soon as possible, make the actual changes in small, incremental steps. Develop committees dedicated to making certain aspects of the change easier. </li><li>“No process is precious” means establishing clear, living processes (they use Confluence to document these) that can adapt over time. Check-in regularly and ditch what isn’t serving you. </li><li>Commit to cross-team training not so you can do each other’s jobs, but to promote empathy and to start thinking about how your work will affect other people. </li><li>Just like we should avoid siloing our departments, we should avoid siloing our reporting. Bring data from the channels together to tell a cohesive story. </li><li>Create a culture of feedback so that feedback feels less personal and more about improving the work. </li><li>Even if you’re not able to change the org chart, you can still work on un-siloing by collaborating with your counterparts on other teams.</li></ul> <p>Visit <a href="https://mozcon.vmlyrconnect.com/">https://mozcon.vmlyrconnect.com/</a> for even more wisdom from Heather!</p> <h1> </h1> <h2>Mary Bowling —&nbsp;Brand Is King: How to Rule in the New Era of Local Search&nbsp;</h2> <p>Mary took the stage next to shed some light on why brand is so critical to success in this latest era of local search. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Prominence: Is the business well-known and well-regarded in its industry? Google looks at what other people say about you. <a href="https://twitter.com/MaryBowling?ref_src=twsrc%5Etfw">@MaryBowling</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1151178524595613696?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>With so much talk about Google taking clicks away from our websites, Mary posited that Google’s actually giving local businesses a ton of opportunity to increase our conversions on the SERP itself. </li><li>According to research from Mike Blumenthal, 70% of local business conversions happen on the SERP with the smaller percentage happening on websites. While both are important, Mary says that local businesses really need to concentrate on owning our branded SERPs. </li><li>Google loves brands, and one way we can tell Google we’re a good one is to take control of what other websites say about us. </li><li>Want to understand Google’s recent attention on local? They’re moving from a company that helps you find answers to a company that helps you get things done.</li><li>Control whatever you can on your branded SERPs, whether that’s managing reviews, making sure your GMB is up to date and accurate, and investing in PR to influence news and other mentions that show up on your branded SERP. </li><li>Google is giving small businesses a lot of ways to attract customers. Use them to your advantage!</li></ul> <h5> </h5> <h2>Casie Gillette — Making Memories: Creating Content People Remember&nbsp;</h2> <p>Casie told us that only 20% of people remember what they read, which means you might not remember this. We’ll try not to take it personally. In the meantime, how do you create something that people will actually remember and come back for again and again?</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">“We are about ourselves. We care about being seen, and people solving our problems. [...] And as marketers, we need to create content that reflects just that.” <a href="https://twitter.com/Casieg?ref_src=twsrc%5Etfw">@Casieg</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Melina Beeston (@mkbeesto) <a href="https://twitter.com/mkbeesto/status/1151195513032626176?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Here’s some of the advice she offered:</p> <ul><li>People care about brands that care about them. Make your audience feel seen and you’ll win. </li><li>Pay attention to your audience demographics and psychographics! Make your content resonate with your audience by knowing your audience. </li><li>Keep your content clear and simple to give your audience the answer to their question as quickly as possible. </li><li>Add movement to our images when possible. It grabs attention among a sea of static images.</li><li>Choose colors wisely. Color can drastically impact conversions and how people respond in general. </li><li>Messages delivered in stories can be 22 percent&nbsp;more effective than pure info alone.</li><li>Whatever you do, commit to not being forgettable! </li></ul> <h2>Wil Reynolds —&nbsp;20 Years in Search & I Don't Trust My Gut or Google&nbsp;&nbsp;</h2> <p>Wil Reynolds brought the honesty in a continuation of his talk from last year’s MozCon. Massive opportunity is at our fingertips. We just need to leverage the data. </p> <p></p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr"><a href="https://twitter.com/wilreynolds?ref_src=twsrc%5Etfw">@wilreynolds</a> admits he constantly lives in hypothesis mode. <br><br>Data-driven is great, but only if you admit that data frequently changes. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Travis Lofley (@TravisLofley) <a href="https://twitter.com/TravisLofley/status/1151205185537974272?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Here are some of the best nuggets from his presentation!</p> <ul><li>There’s power in looking at big data. You can usually find a ton of waste and save a bunch of money that helps fund your other initiatives.</li></ul> <ul><li>Every client deserves a money-saving analysis. Use big data to help you do this at scale. </li></ul> <ul><li>Looking at data generically can lead you to the wrong conclusions. Instead of blindly following best practices lists and correlation studies, look at data from your own websites to see what actually moves the needle. </li></ul> <ul><li>Always stay in hypothesis mode. </li></ul> <ul><li>Humans are naturally inclined to bring our own bias into decision-making, which is why data is so important. You can’t know everything. Let the data tell you what to do. </li></ul> <p>Bonus! Go to <a href="https://savingbenjamin.seerinteractive.com/">bit.ly/savingben</a> if you want to stop losing money.<br></p> <h2>Dr. Marie Haynes —&nbsp;Super-Practical Tips for Improving Your Site's E-A-T</h2> <p>Dr. Marie Haynes serves up incredible tips for how to practically improve your site’s E-A-T — something every SEO and marketer needs.</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Critically important, even if not a causal search ranking factor...<br><br>• Expertise<br>• Authoritativeness<br>• Trust<br><br>...as evidenced to Google by links and mentions to your site.<br><br>By <a href="https://twitter.com/Marie_Haynes?ref_src=twsrc%5Etfw">@Marie_Haynes</a> at <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> <a href="https://t.co/xE03nKRFO3">pic.twitter.com/xE03nKRFO3</a></p>— Andy Crestodina (@crestodina) <a href="https://twitter.com/crestodina/status/1151239287922257920?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Those tips included things like:</p> <ul><li>Using Help a Reporter Out (HARO) to get authoritative mentions in publications </li><li>Publishing data — people love to cite original research! </li><li>Create articles that answer previously unanswered questions (find those on forums!)</li><li>Create original tools that solve common problems</li><li>Run a test and publish your results</li></ul> <p>Sounds a lot like link building, right? That’s intentional! Links to your site from authoritative sources is a huge factor when it comes to E-A-T. </p> <h2>Areej AbuAli —&nbsp;Fixing the Indexability Challenge: A Data-Based Framework&nbsp;</h2> <p>How do you turn an unwieldy 2.5 million-URL website into a manageable and indexable site of just 20,000 pages? Answer: you catch Areej’s talk.&nbsp;</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">If you have a huge site (million+ pages) with no rules for crawlers whatsoever, you're inevitably going to run into technical issues <a href="https://twitter.com/areej_abuali?ref_src=twsrc%5Etfw">@areej_abuali</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— At #MozCon (Still, #GreenNewDeal) (@CosperClick) <a href="https://twitter.com/CosperClick/status/1151242535303389184?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <ul><li>When doing an audit, it’s a good idea to include not only what the problem is, but what effect it’s causing and the proposed solution. </li><li>The site Areej was working on had no rules in place to direct robots, creating unlimited URLs to crawl. Crawl budget was being wasted and Google was missing what was actually important on their site. Fundamentals like these needed to be fixed first!</li><li>She used search volume data to determine what content was important and should be indexed. If a keyword had low search volume but was still needed for usability purposes, it was no-indexed. </li><li>Another barrier to Google indexing their important content was the lack of a sitemap. Areej recommended creating and submitting separate sitemaps for the different main sections of their website. </li><li>The site also had no core content and its only links were coming from three referring domains. </li><li>Despite all of Areej’s recommendations, the client failed to implement many of them and implemented some of them incorrectly. She decided to have a face-to-face meeting to clear things up. </li></ul> <p>If she were to do this all over again, here’s what she would do differently:</p> <ul><li>Realize that you can’t force a client to implement your recommendations</li><li>Take a targeted approach to the SEO audit and focus on tackling one issue at a time. </li><li>At the end of the day, technical problems are people problems. It doesn’t matter how good your SEO audit is if it’s never followed. </li></ul> <p>Go to <a href="https://drive.google.com/drive/folders/1o0PLzjG3qXAx3GS2xpzK7LlFlbmVA4Pu">bit.ly/mozcon-areej</a> for her full methodology and helpful graphics! </p> <h2>Christi Olson —&nbsp;What Voice Means for Search Marketers: Top Findings from the 2019 Report&nbsp;</h2> <p>Microsoft’s Christi Olson gave us the down-low on everything you need to know about voice search now and into the future based on findings from a study they ran at Microsoft. </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Over half of consumers are expecting digital assistants to help make retail purchases within the next 5 years<a href="https://twitter.com/ChristiJOlson?ref_src=twsrc%5Etfw">@ChristiJOlson</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Greg Gifford (@GregGifford) <a href="https://twitter.com/GregGifford/status/1151246353797791744?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>69 percent of respondents said they have used a digital assistant</li><li>75 percent of households will have at least one smart speaker by 2020</li><li>Over half of consumers expect their voice assistant to help them make retail purchases within five years</li><li>Search is moving from answers to actions — not smart actions like “Turn on the light” but “I want to know/go/do” actions</li><li>Smartphones, PC, and smart speakers are the main ways people engage with voice</li><li>40 percent&nbsp;of spoken responses come from featured snippets. This is how you win at voice search.</li><li>To rank in featured snippets: 1) Find queries where you’re already ranking on page one, 2) Ask what questions are related to your query and answer them on your site (hint: even without voice search data, it’s safe to assume that many of the longer and more conversational keywords in your tools were probably spoken queries!), 3) Structure your answer appropriately (paragraph, table, or bullets), however, voice devices don’t usually read tables, 4) Make sure your answers are straightforward and clear, and 5) Don’t forget SEO best practices so it’s easy for search engines to find and understand! </li><li>Although speakable schema markup says it’s only available for news articles, she’s seen it used (and working!) on non-news sites. </li><li>25 percent of people currently are using voice to make purchases</li></ul> <p>Main takeaways? Voice is here, use schema that helps voice, and bots/actions will help enable v-commerce (voice shopping) in the future.</p> <p>Visit <a href="https://about.ads.microsoft.com/en-us/insights/2019-voice-report?cid=en-us_sempro_adv_ie_events-mozcon">aka.ms/moz19</a> to view the full report Christi based this talk on.</p> <h2>Paul Shapiro —&nbsp;Redefining Technical SEO&nbsp;</h2> <p>Take your textbook definition of technical SEO and throw it out the window because there’s more to it than crawling, indexing, and rendering. And Paul definitely proves it.</p> <p> </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">I love this breakdown of technical <a href="https://twitter.com/hashtag/SEO?src=hash&ref_src=twsrc%5Etfw">#SEO</a> by <a href="https://twitter.com/fighto?ref_src=twsrc%5Etfw">@fighto</a> <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> Everyone can know a bit of technical SEO without being a techie. <a href="https://t.co/qcNh5Y8Bn1">pic.twitter.com/qcNh5Y8Bn1</a></p>— Kici (@Kici0835) <a href="https://twitter.com/Kici0835/status/1151262448244051968?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <ul><li>We’re used to thinking of SEO sitting at the center of a Venn diagram where content, links, and website architecture converge. That idea is an oversimplification and doesn’t really capture the full spirit of technical SEO. </li><li>If technical SEO is: “Any sufficiently technical action undertaken with the intent of improving search results” then it broadens the scope beyond just those actions that impact crawl/render/index. </li><li>There are four main types of technical SEO: checklist, general, blurred responsibility, and advanced-applied:<ul><li>Checklist-style tech SEO is essentially an itemized list of technical problems you could answer yes-or-no to. </li><li>General technical SEO is similar to a checklist with some additional logic applied. </li><li>Blurred responsibility technical SEO are those tasks that lie in uncertain territories, such as items that an SEO checks but a developer would need to implement. </li><li>Advanced-applied SEO involves things like SEO testing, adopting new technology, data science for SEO purposes, Natural Language Processing to enhance content development, using Machine Learning for search data, and creating automation. It involves using technology to do better SEO.</li></ul></li><li>Advanced-applied SEO means that all SEO can be technical SEO, including: <ul><li>Redirect mapping</li><li>Meta descriptions</li><li>Content ideation</li><li>Link building </li><li>Keyword research </li><li>A/B testing and experimentation </li></ul></li></ul> <p>Visit <a href="https://searchwilderness.com/mozcon-2019">searchwilderness.com/mozcon-2019</a> for some of Paul’s python scripts he uses to make “traditional” SEO tasks technical. </p> <h2>Dr. Pete Meyers —&nbsp;How Many Words Is a Question Worth?&nbsp;</h2> <p>Rounding out day 2 was Dr. Pete, asking the important questions: how do we find the best questions, craft content around them, and evaluate success? </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Google may be using PAAs not to serve us immediately, but to learn more about searcher-query intent. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Mike Arnesen (@Mike_Arnesen) <a href="https://twitter.com/Mike_Arnesen/status/1151270067205574657?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <ul><li>The prevalence of People Also Ask (PAA) features has exploded within the past year! Last year they were on 30 percent of all SERPs Moz tracked and now they’re on 90 percent. </li><li>Google is likely using PAA clicks to feed their machine learning and help them better understand query intent.</li><li>Since Google is using them so often, how can we take advantage? </li><li>Once you know what questions people are asking around your topic, you can vet which opportunities you’ll go after on the basis of credibility (am I credible enough to answer this intelligently?), competition (is this something realistically I can compete on?), and cannibalization (am I already ranking for this with some other piece on my site?)</li><li>When you target questions, you’ll often get much more than you bargained for… in a good way! Don’t get discouraged if your keyword research tool shows a low search volume for a query target. Chances are, ranking for that keyword also means you’ll rank well for lots of related queries too.</li></ul> <p>Dr. Pete also announced that Moz is looking into the possibility of a People Also Ask tool! For now, he’s testing the model with a manual process you can check out today. Just go to <a href="https://moz.com/20q">moz.com/20q</a> and he’ll send you a personalized list of the top 20 questions for your domain or topic. </p> <h2>Day two — done!</h2> <p>Only&nbsp;one more day left for this year's MozCon! What stood out the most for you on day two? Tell us in the comments below!</p> <p></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/9375/12673905.gif" height="1" width="1"/> 5 Video Marketing Mistakes and What to Do About Them: Advice From the Pros https://www.socialmediaexaminer.com/5-video-marketing-mistakes-and-what-to-do-about-them-advice-from-pros/ Social Media Examiner urn:uuid:4b1e51d5-7817-e0db-1ff6-528b1954dd36 Tue, 16 Jul 2019 10:00:53 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/video-marketing-mistakes-pro-advice-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/2019/07/video-marketing-mistakes-pro-advice-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/video-marketing-mistakes-pro-advice-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/video-marketing-mistakes-pro-advice-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/video-marketing-mistakes-pro-advice-1200-768x402.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/video-marketing-mistakes-pro-advice-1200-1024x536.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Is your video marketing working? Could you be making mistakes that are hurting your results? We asked top industry experts which video marketing mistakes they see most often and how to avoid making them. #1: Losing Video Viewers Due to Lengthy Intros The biggest mistake I see people making with videos on Facebook and Instagram [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/5-video-marketing-mistakes-and-what-to-do-about-them-advice-from-pros/">5 Video Marketing Mistakes and What to Do About Them: Advice From the Pros</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> 7 Ways to Scale Your Facebook Ad Campaigns https://www.socialmediaexaminer.com/7-ways-to-scale-facebook-ad-campaigns/ Social Media Examiner urn:uuid:a683f00d-dc69-8833-7356-84b4606a11f8 Mon, 15 Jul 2019 10:00:33 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-campaigns-how-to-scale-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/2019/07/facebook-ad-campaigns-how-to-scale-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-campaigns-how-to-scale-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-campaigns-how-to-scale-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-campaigns-how-to-scale-1200-768x402.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/facebook-ad-campaigns-how-to-scale-1200-1024x536.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Wondering how to take your Facebook advertising campaigns to the next level? Looking for ideas to improve your Facebook ad conversions? In this article, you&#8217;ll discover seven ways to scale your Facebook ad campaigns. #1: Make Small Salary-Like Bumps to Facebook Ad Spend Every 4–7 Days As the name suggests, &#8220;salary-like&#8221; bumps are small increases [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/7-ways-to-scale-facebook-ad-campaigns/">7 Ways to Scale Your Facebook Ad Campaigns</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> MozCon 2019: The Top Takeaways From Day One http://tracking.feedpress.it/link/9375/12673906 Moz Blog urn:uuid:9a7af6af-c815-fc22-79d6-ed8413799935 Mon, 15 Jul 2019 09:43:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/10805655\">KameronJenkins</a></p><p>Rand, Russ, Ruth, Rob, and Ross. Dana and Darren. Shannon and Sarah. We didn’t mean to (we swear we didn’t) but the first day of MozCon was littered with alliteration, takeaways, and oodles of insights from our speakers. Topics ranged from local&nbsp;SEO, link building,&nbsp;and Google tools, and there was no shortage of "Aha!" moments.&nbsp;And while the content was diverse, the themes are clear: search is constantly changing.&nbsp;</p> <p>If you're a Moz community member, you can access the slides from Day One.&nbsp;Not a community member yet? Sign up — it's <a href="https://moz.com/login">free</a>!</p> <p align="center"><a href="https://moz.com/mozcon/schedule" class="button-primary large-cta yellow" target="_blank">Get the speaker slides!</a></p> <p>Ready? Let's make like Roger in his SERP submarine and&nbsp;dive right in!</p> <h2>Sarah's&nbsp;welcome</h2> <p>Our fearless leader took the stage to ready our attendees&nbsp;for their deep sea dive over the&nbsp;next three days. Our guiding theme to help set the tone?&nbsp;The deep sea of data that we find ourselves immersed in every day.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/image-from-ios-4-752615.jpg" data-image="ziy8xhj2mfzr"></figure> <p>People are searching more than ever before on more types of devices than ever before… we truly are living in the golden age of search. As Sarah explained though, not all search is created equal. Because Google wants to answer searchers’ questions as quickly as possible, they’ve moved from being the gateway to information to being the destination for information in many cases. SEOs need to be able to work smarter and identify the best opportunities in this new landscape.&nbsp;</p> <p> </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">"Let's lift each other up."<a href="https://twitter.com/SarahBird?ref_src=twsrc%5Etfw">@SarahBird</a> <br>This is truly what <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> is all about!</p>— Sha Menz (@ShahMenz) <a href="https://twitter.com/ShahMenz/status/1150802836067762177?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Today, Google is a destination. they want to keep you there and give you the answer...<a href="https://twitter.com/SarahBird?ref_src=twsrc%5Etfw">@SarahBird</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Greg Gifford (@GregGifford) <a href="https://twitter.com/GregGifford/status/1150800382240555008?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <h2>Rand Fishkin — Web Search 2019: The Essential Data Marketers Need</h2> <p>Next up was Rand of SparkToro who dropped a ton of data about the state of search in 2019. </p> <p>To set the stage, Rand gave us a quick review of the evolution of media: “This new thing is going to kill this old thing!” has been the theme of panicked marketers for decades. TV was supposed to kill radio. Computers were supposed to kill TV. Mobile was supposed to kill desktop. Voice search was supposed to kill text search. But as Rand showed us, these new technologies often don’t kill the old ones — they just take up all our free time. We need to make sure we’re not turning away from mediums just because they’re “old” and, instead, make sure our investments follow real behavior.</p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Voice search didn’t kill desktop search. Both mobile and desktop are still big. Don’t ignore either. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://twitter.com/randfish?ref_src=twsrc%5Etfw">@randfish</a> <a href="https://t.co/YusAXepmS9">pic.twitter.com/YusAXepmS9</a></p>— Yosef Silver (@ysilver) <a href="https://twitter.com/ysilver/status/1150806769850957826?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Rand’s deck was also chock-full of data from Jumpshot about how much traffic Google is really sending to websites these days, how much of that comes from paid search, and how that’s changed over the years. </p> <p>In 2019, Google sent ~20 fewer organic clicks via browser searches than in 2016.</p> <p>In 2016, there were 26 organic clicks for every paid click. In 2019, that ratio is 11:1.</p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Over time, you can see a trend of Google cannibalizing more and more clicks. In 2016 there were 26 organic clicks/paid click. In 2019? 11:1. Still big but a lot smaller. <a href="https://twitter.com/randfish?ref_src=twsrc%5Etfw">@randfish</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1150807774806151168?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Google still owns the lion’s share of the search market and still sends a significant amount of traffic to websites, but in light of this data, SEOs should be thinking about how their brands can benefit even without the click. </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">MozCon 2019 off to a great start. First of many interesting snippets from Rand Fishkin: “More than half of all Google searches are now zero-click”.<br><br>Ouch.<a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://twitter.com/hashtag/mozcon2019?src=hash&ref_src=twsrc%5Etfw">#mozcon2019</a> <a href="https://twitter.com/hashtag/contentmarketing?src=hash&ref_src=twsrc%5Etfw">#contentmarketing</a> <a href="https://twitter.com/hashtag/google?src=hash&ref_src=twsrc%5Etfw">#google</a> <a href="https://twitter.com/hashtag/search?src=hash&ref_src=twsrc%5Etfw">#search</a> <a href="https://twitter.com/hashtag/seo?src=hash&ref_src=twsrc%5Etfw">#seo</a> <a href="https://twitter.com/hashtag/clickthelink?src=hash&ref_src=twsrc%5Etfw">#clickthelink</a> <a href="https://twitter.com/Moz?ref_src=twsrc%5Etfw">@Moz</a> <a href="https://twitter.com/randfish?ref_src=twsrc%5Etfw">@randfish</a> <a href="https://t.co/au5UZSPtP5">pic.twitter.com/au5UZSPtP5</a></p>— Jonathan Clarke (@TechnologyJon) <a href="https://twitter.com/TechnologyJon/status/1150812758415421442?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>And finally, Rand left us with some wisdom from the world of social — getting engagement on social media can get you the type of attention it takes to earn quality links and mentions in a way that’s much easier than manual, cold outreach. </p> <h2>Ruth Burr Reedy&nbsp;— Human &gt; Machine &gt; Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents</h2> <p>It’s 2019. And though we all thought by this year we’d have flying cars and robots to do our bidding, machine learning has come a very long way. Almost frustratingly so — the push and pull of making decisions for searchers versus search engines is an ever-present SEO conundrum.</p> <p>Ruth argued that in our pursuit of an audience, we can’t get too caught up in the middleman (Google), and in our pursuit of Google, we can’t forget the end user. </p> <p>Optimizing for humans-only is inefficient. Those who do are likely missing out on a massive opportunity. Optimizing for search engines-only is reactive. Those who do will likely fall behind.</p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Optimizing for human-readable quality signals means even if something doesn’t turn out to be a ranking factor, you still haven’t wasted your time. <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1150824007878377473?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>She also left us with the very best kind of homework… homework that’ll make us all better SEOs and marketers!</p> <ul><li>Read the <a href="https://static.googleusercontent.com/media/www.google.%20com/de//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf">Quality Rater Guidelines</a></li><li>Ask what your site is currently benefiting from that Google might eliminate or change in the future</li><li>Write better (clearer, simpler) content</li><li>Examine your SERPs with the goal of understanding search intent so you can meet it</li><li>Lean on subject matter experts to make your brand more trustworthy</li><li>Conduct a reputation audit — what’s on the internet about your company that people can find? </li></ul> <p>And last, but certainly not least, stop fighting about this stuff. It’s boring. </p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Homework: Stop fighting about this stuff, it’s boring <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1150824462431842306?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Thank you, Ruth!</p> <h2>Dana DiTomaso — Improved Reporting & Analytics Within Google Tools</h2> <p>Freshly fueled with cinnamon buns and glowing with the energy of a thousand jolts of caffeine, we were ready to dive back into it — this time with Dana from&nbsp;Kick Point.</p> <p>This year was a continuation of Dana’s talk on goal charters. If you haven’t checked that out yet or you need a refresher, you can view it <a href="https://kickpoint.ca/how-to-create-good-marketing-reports-dashboards/">here</a>!&nbsp;</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/image-from-ios-5-869706.jpg" data-image="8qr8xa31mpcu"></figure> <p>Dana emphasized the importance of data hygiene. Messy analytics, missing tracking codes, poorly labeled events… we’ve all been there. Dana is a big advocate of documenting every component of your analytics. </p> <p>She also blew us away with a ton of great insight on making our reports accessible — from getting rid of jargon and using the client’s language to using colors that are compatible with printing.</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Love how <a href="https://twitter.com/danaditomaso?ref_src=twsrc%5Etfw">@danaditomaso</a> encourages the use of labels for her report names...<br><br>"Are people getting in touch" such a great basic label. That doesn't require a lot of interpretation / translation <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/ZLUwoY1L7J">pic.twitter.com/ZLUwoY1L7J</a></p>— Wil Reynolds (@wilreynolds) <a href="https://twitter.com/wilreynolds/status/1150839875186225154?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <p>And just when we thought it couldn’t get any more actionable, Dana drops some free Google Data Studio resources on us! You can check them out <a href="http://kickpoint.ca/mozcon2019">here</a>.</p> <p>(Also, close your tabs!) <br></p> <h2>Rob Bucci — Local Market Analytics: The Challenges and Opportunities</h2> <p>The first thing you need to know is that Rob finally did it — he finally got a cat.</p> <p> </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">.<a href="https://twitter.com/STATrob?ref_src=twsrc%5Etfw">@STATrob</a> kicked off his preso with a kitten and I couldn’t be more interested in local SEO now. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/PKctqVcyQJ">pic.twitter.com/PKctqVcyQJ</a></p>— Angela Rivera (@angfrivera) <a href="https://twitter.com/angfrivera/status/1150842153494409217?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <p>Very bold of Rob to assume he would have our collective attention after dropping something adorable like that on us. Luckily, we were all able to regroup and focus on his talk — how there are&nbsp;challenges aplenty in the local search landscape, but there are even more opportunities if you overcome them.</p> <p>Rob came equipped with a ton of stats about localized SERPs that have massive implications for rank tracking.</p> <ul><li>73 percent of the 1.2 million SERPs he analyzed contained some kind of localized feature. </li><li>25 percent of the sites he was tracking had some degree of variability between markets. </li><li>85 percent was the maximum variability he saw across zip codes in a single market. </li></ul> <p>That’s right… rankings can vary by zip code, even for queries you don’t automatically associate as local intent. Whether you’re a national brand without physical storefronts or you’re a single-location retail store, localization has a huge impact on how you show up to your audience.</p> <p>With this in mind, Rob announced a <strong>huge</strong> initiative that Moz has been working on…<strong> Local Market Analytics </strong>—&nbsp;complete with local search volume! Eep!&nbsp;See how you perform on hyper-local SERPs with precision and ease — whether you’re an online or location-based business.</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">⁦<a href="https://twitter.com/STATrob?ref_src=twsrc%5Etfw">@STATrob</a>⁩ with a mic drop. All slides are capability reporting in Local Marketing Analytics tool in Moz Pro. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/s5aG9YCxzc">pic.twitter.com/s5aG9YCxzc</a></p>— Jeff Russell (@rock_hawk) <a href="https://twitter.com/rock_hawk/status/1150847311553019904?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p><br><strong>It launched today as an invitation-only limited release</strong>. Want an invite? Request it <a href="https://t.co/51cG6izBCY">here</a>!&nbsp;</p> <h2>Ross Simmonds— Keywords Aren't Enough: How to Uncover Content Ideas Worth Chasing</h2> <p>Ross Simmonds was up next, and he dug into how you might be creating content wrong if you’re building it strictly around keyword research.</p> <p>The methodology we marketers need to remember is Research - Rethink - Remix.</p> <h3>Research:</h3> <ul><li>Find the channel your audience spends time on. What performs well? How can you serve this audience?</li></ul> <h3>Rethink:</h3> <ul><li>Find the content that your audience wants most. What topics resonate? What stories connect? </li></ul> <h3>Remix: </h3> <ul><li>Measure how your audience responds to the content. Can this be remixed further? How can we remix at scale? </li></ul> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Awesome.<br>Ross lays out the process for finding the user / channel / content fit. <br><br>Here's the framework...<br>Resarch &gt; Rethink &gt; Remix<br><br>By <a href="https://twitter.com/TheCoolestCool?ref_src=twsrc%5Etfw">@TheCoolestCool</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/cBRCIZIony">pic.twitter.com/cBRCIZIony</a></p>— Andy Crestodina (@crestodina) <a href="https://twitter.com/crestodina/status/1150875394716758016?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>If you use this method and you still aren’t sure if you should pursue a content opportunity, ask yourself the following questions:</p> <ul><li>Will it give us a positive ROI?</li><li>Does it fall within our circle of competence? </li><li>Does the benefit outweigh the cost of creation? </li><li>Will it give us shares and links and engagement?</li></ul> <p>Thanks, Ross, for such an actionable session! </p> <h2>Shannon McGuirk — How to Supercharge Link Building with a Digital PR Newsroom</h2> <p>Shannon of Aira Digital took the floor with real-life examples of how her team does link building at scale with what she calls the “digital PR newsroom.”</p> <p>The truth is, most of us are still link building like it’s 1948 with “planned editorial” content. When we do this, we’re missing out on a ton of opportunity (about 66%!) that can come from reactive editorial and planned reactive editorial. </p> <p>Shannon encouraged us to try tactics that have worked for her team such as:</p> <ul><li>Having morning scrum meetings to go over trending topics and find reactive opportunities</li><li>Staffing your team with both storytellers and story makers</li><li>Holding quarterly reviews to see which content types performed best and using that to inform future work</li></ul> <p>Her talk was so good that she even changed Cyrus’s mind about link building!</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Not an easy thing to do! :) <br><br>INCREDIBLE talk by <a href="https://twitter.com/ShannonMcGuirk_?ref_src=twsrc%5Etfw">@ShannonMcGuirk_</a> !!! <br><br>Don't miss her <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> deck on strategic link building! <a href="https://t.co/f10KGDYt7y">https://t.co/f10KGDYt7y</a></p>— Britney Muller (@BritneyMuller) <a href="https://twitter.com/BritneyMuller/status/1150898599242293248?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>For free resources on how you can set up your own digital PR newsroom, visit: <a href="https://www.aira.net/blog/link-building-digital-pr-newsroom/">aira.net/mozcon19</a>.</p> <h2>Darren Shaw— From Zero to Local Ranking Hero</h2> <p>Next up, Darren of Whitespark chronicled his 8-month long journey to growing a client’s local footprint.</p> <p>Here’s what he learned and encouraged us to implement in response:</p> <ul><li>Track from multiple zip codes around the city</li><li>Make sure your citations are indexed</li><li>The service area section in GMB won’t help you rank in those areas. It’s for display purposes only</li><li>Invest in a Google reviews strategy</li><li>The first few links earned really have a positive impact, but it reaches a point of diminishing returns</li><li>Any individual strategy will probably hit a point of diminishing returns </li><li>A full website is better than a single-page GMB website when it comes to local rankings</li></ul> <p>As SEOs, we’d all do well to remember that it’s not one specific activity, but the aggregate, that will move the needle!</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr"><a href="https://twitter.com/DarrenShaw_?ref_src=twsrc%5Etfw">@DarrenShaw_</a> is on stage at <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> right now sharing all the awesome details of his case study on going From Zero to Local Ranking Hero. Get an inside look into the process, strategies, and tactics implemented on our site! <a href="https://t.co/7UXOpcwr5A">https://t.co/7UXOpcwr5A</a></p>— Whitespark (@whitespark) <a href="https://twitter.com/whitespark/status/1150899755477716992?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <h2>Russ Jones — Esse Quam Videri: When Faking it is Harder than Making It</h2> <p>Rounding out day one of MozCon was our very own Russ Jones on Esse Quam Videri — “To be, rather than to seem.”</p> <p>By Russ’s own admission, he’s a pretty good liar, and so too are many SEOs. In a poll Russ ran on Twitter, he found that 64 percent of SEOs state that they have promoted sites they believe are not the best answer to the query. We can be so “rank-centric” that we engage in tactics that make our websites look like we care about the users, when in reality, what we really care about is that Google sees it. </p> <p>Russ encouraged SEOs to help guide the businesses we work for to “be real companies” rather than trying to look like real companies purely for SEO benefit. </p> <p>Thanks to Russ for reminding us to stop sacrificing the long run for the short run!</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Really great talk by <a href="https://twitter.com/rjonesx?ref_src=twsrc%5Etfw">@rjonesx</a> today! Great mix of philosophical food for thought & actionable takeaways. I left feeling inspired and like I have specific action items. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://twitter.com/hashtag/mozcon2019?src=hash&ref_src=twsrc%5Etfw">#mozcon2019</a> <a href="https://t.co/s46LvWkmIT">pic.twitter.com/s46LvWkmIT</a></p>— Charissa Hearon (@thatnewidea) <a href="https://twitter.com/thatnewidea/status/1150923816148729856?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <h2>Phew — what a day!</h2> <p>And it ain't over yet! There are two more days to make the most of MozCon,&nbsp;connect with fellow attendees, and pick the <p>Posted by <a href=\"https://moz.com/community/users/10805655\">KameronJenkins</a></p><p>Rand, Russ, Ruth, Rob, and Ross. Dana and Darren. Shannon and Sarah. We didn’t mean to (we swear we didn’t) but the first day of MozCon was littered with alliteration, takeaways, and oodles of insights from our speakers. Topics ranged from local&nbsp;SEO, link building,&nbsp;and Google tools, and there was no shortage of "Aha!" moments.&nbsp;And while the content was diverse, the themes are clear: search is constantly changing.&nbsp;</p> <p>If you're a Moz community member, you can access the slides from Day One.&nbsp;Not a community member yet? Sign up — it's <a href="https://moz.com/login">free</a>!</p> <p align="center"><a href="https://moz.com/mozcon/schedule" class="button-primary large-cta yellow" target="_blank">Get the speaker slides!</a></p> <p>Ready? Let's make like Roger in his SERP submarine and&nbsp;dive right in!</p> <h2>Sarah's&nbsp;welcome</h2> <p>Our fearless leader took the stage to ready our attendees&nbsp;for their deep sea dive over the&nbsp;next three days. Our guiding theme to help set the tone?&nbsp;The deep sea of data that we find ourselves immersed in every day.</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/image-from-ios-4-752615.jpg" data-image="ziy8xhj2mfzr"></figure> <p>People are searching more than ever before on more types of devices than ever before… we truly are living in the golden age of search. As Sarah explained though, not all search is created equal. Because Google wants to answer searchers’ questions as quickly as possible, they’ve moved from being the gateway to information to being the destination for information in many cases. SEOs need to be able to work smarter and identify the best opportunities in this new landscape.&nbsp;</p> <p> </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">"Let's lift each other up."<a href="https://twitter.com/SarahBird?ref_src=twsrc%5Etfw">@SarahBird</a> <br>This is truly what <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> is all about!</p>— Sha Menz (@ShahMenz) <a href="https://twitter.com/ShahMenz/status/1150802836067762177?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Today, Google is a destination. they want to keep you there and give you the answer...<a href="https://twitter.com/SarahBird?ref_src=twsrc%5Etfw">@SarahBird</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Greg Gifford (@GregGifford) <a href="https://twitter.com/GregGifford/status/1150800382240555008?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <h2>Rand Fishkin — Web Search 2019: The Essential Data Marketers Need</h2> <p>Next up was Rand of SparkToro who dropped a ton of data about the state of search in 2019. </p> <p>To set the stage, Rand gave us a quick review of the evolution of media: “This new thing is going to kill this old thing!” has been the theme of panicked marketers for decades. TV was supposed to kill radio. Computers were supposed to kill TV. Mobile was supposed to kill desktop. Voice search was supposed to kill text search. But as Rand showed us, these new technologies often don’t kill the old ones — they just take up all our free time. We need to make sure we’re not turning away from mediums just because they’re “old” and, instead, make sure our investments follow real behavior.</p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Voice search didn’t kill desktop search. Both mobile and desktop are still big. Don’t ignore either. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://twitter.com/randfish?ref_src=twsrc%5Etfw">@randfish</a> <a href="https://t.co/YusAXepmS9">pic.twitter.com/YusAXepmS9</a></p>— Yosef Silver (@ysilver) <a href="https://twitter.com/ysilver/status/1150806769850957826?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Rand’s deck was also chock-full of data from Jumpshot about how much traffic Google is really sending to websites these days, how much of that comes from paid search, and how that’s changed over the years. </p> <p>In 2019, Google sent ~20 fewer organic clicks via browser searches than in 2016.</p> <p>In 2016, there were 26 organic clicks for every paid click. In 2019, that ratio is 11:1.</p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Over time, you can see a trend of Google cannibalizing more and more clicks. In 2016 there were 26 organic clicks/paid click. In 2019? 11:1. Still big but a lot smaller. <a href="https://twitter.com/randfish?ref_src=twsrc%5Etfw">@randfish</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1150807774806151168?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Google still owns the lion’s share of the search market and still sends a significant amount of traffic to websites, but in light of this data, SEOs should be thinking about how their brands can benefit even without the click. </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">MozCon 2019 off to a great start. First of many interesting snippets from Rand Fishkin: “More than half of all Google searches are now zero-click”.<br><br>Ouch.<a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://twitter.com/hashtag/mozcon2019?src=hash&ref_src=twsrc%5Etfw">#mozcon2019</a> <a href="https://twitter.com/hashtag/contentmarketing?src=hash&ref_src=twsrc%5Etfw">#contentmarketing</a> <a href="https://twitter.com/hashtag/google?src=hash&ref_src=twsrc%5Etfw">#google</a> <a href="https://twitter.com/hashtag/search?src=hash&ref_src=twsrc%5Etfw">#search</a> <a href="https://twitter.com/hashtag/seo?src=hash&ref_src=twsrc%5Etfw">#seo</a> <a href="https://twitter.com/hashtag/clickthelink?src=hash&ref_src=twsrc%5Etfw">#clickthelink</a> <a href="https://twitter.com/Moz?ref_src=twsrc%5Etfw">@Moz</a> <a href="https://twitter.com/randfish?ref_src=twsrc%5Etfw">@randfish</a> <a href="https://t.co/au5UZSPtP5">pic.twitter.com/au5UZSPtP5</a></p>— Jonathan Clarke (@TechnologyJon) <a href="https://twitter.com/TechnologyJon/status/1150812758415421442?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>And finally, Rand left us with some wisdom from the world of social — getting engagement on social media can get you the type of attention it takes to earn quality links and mentions in a way that’s much easier than manual, cold outreach. </p> <h2>Ruth Burr Reedy&nbsp;— Human &gt; Machine &gt; Human: Understanding Human-Readable Quality Signals and Their Machine-Readable Equivalents</h2> <p>It’s 2019. And though we all thought by this year we’d have flying cars and robots to do our bidding, machine learning has come a very long way. Almost frustratingly so — the push and pull of making decisions for searchers versus search engines is an ever-present SEO conundrum.</p> <p>Ruth argued that in our pursuit of an audience, we can’t get too caught up in the middleman (Google), and in our pursuit of Google, we can’t forget the end user. </p> <p>Optimizing for humans-only is inefficient. Those who do are likely missing out on a massive opportunity. Optimizing for search engines-only is reactive. Those who do will likely fall behind.</p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">Optimizing for human-readable quality signals means even if something doesn’t turn out to be a ranking factor, you still haven’t wasted your time. <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1150824007878377473?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>She also left us with the very best kind of homework… homework that’ll make us all better SEOs and marketers!</p> <ul><li>Read the <a href="https://static.googleusercontent.com/media/www.google.%20com/de//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf">Quality Rater Guidelines</a></li><li>Ask what your site is currently benefiting from that Google might eliminate or change in the future</li><li>Write better (clearer, simpler) content</li><li>Examine your SERPs with the goal of understanding search intent so you can meet it</li><li>Lean on subject matter experts to make your brand more trustworthy</li><li>Conduct a reputation audit — what’s on the internet about your company that people can find? </li></ul> <p>And last, but certainly not least, stop fighting about this stuff. It’s boring. </p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Homework: Stop fighting about this stuff, it’s boring <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a></p>— Ruth Burr Reedy (@ruthburr) <a href="https://twitter.com/ruthburr/status/1150824462431842306?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>Thank you, Ruth!</p> <h2>Dana DiTomaso — Improved Reporting & Analytics Within Google Tools</h2> <p>Freshly fueled with cinnamon buns and glowing with the energy of a thousand jolts of caffeine, we were ready to dive back into it — this time with Dana from&nbsp;Kick Point.</p> <p>This year was a continuation of Dana’s talk on goal charters. If you haven’t checked that out yet or you need a refresher, you can view it <a href="https://kickpoint.ca/how-to-create-good-marketing-reports-dashboards/">here</a>!&nbsp;</p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/image-from-ios-5-869706.jpg" data-image="8qr8xa31mpcu"></figure> <p>Dana emphasized the importance of data hygiene. Messy analytics, missing tracking codes, poorly labeled events… we’ve all been there. Dana is a big advocate of documenting every component of your analytics. </p> <p>She also blew us away with a ton of great insight on making our reports accessible — from getting rid of jargon and using the client’s language to using colors that are compatible with printing.</p> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Love how <a href="https://twitter.com/danaditomaso?ref_src=twsrc%5Etfw">@danaditomaso</a> encourages the use of labels for her report names...<br><br>"Are people getting in touch" such a great basic label. That doesn't require a lot of interpretation / translation <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/ZLUwoY1L7J">pic.twitter.com/ZLUwoY1L7J</a></p>— Wil Reynolds (@wilreynolds) <a href="https://twitter.com/wilreynolds/status/1150839875186225154?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <p>And just when we thought it couldn’t get any more actionable, Dana drops some free Google Data Studio resources on us! You can check them out <a href="http://kickpoint.ca/mozcon2019">here</a>.</p> <p>(Also, close your tabs!) <br></p> <h2>Rob Bucci — Local Market Analytics: The Challenges and Opportunities</h2> <p>The first thing you need to know is that Rob finally did it — he finally got a cat.</p> <p> </p> <blockquote class="twitter-tweet"><p lang="en" dir="ltr">.<a href="https://twitter.com/STATrob?ref_src=twsrc%5Etfw">@STATrob</a> kicked off his preso with a kitten and I couldn’t be more interested in local SEO now. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/PKctqVcyQJ">pic.twitter.com/PKctqVcyQJ</a></p>— Angela Rivera (@angfrivera) <a href="https://twitter.com/angfrivera/status/1150842153494409217?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <p>Very bold of Rob to assume he would have our collective attention after dropping something adorable like that on us. Luckily, we were all able to regroup and focus on his talk — how there are&nbsp;challenges aplenty in the local search landscape, but there are even more opportunities if you overcome them.</p> <p>Rob came equipped with a ton of stats about localized SERPs that have massive implications for rank tracking.</p> <ul><li>73 percent of the 1.2 million SERPs he analyzed contained some kind of localized feature. </li><li>25 percent of the sites he was tracking had some degree of variability between markets. </li><li>85 percent was the maximum variability he saw across zip codes in a single market. </li></ul> <p>That’s right… rankings can vary by zip code, even for queries you don’t automatically associate as local intent. Whether you’re a national brand without physical storefronts or you’re a single-location retail store, localization has a huge impact on how you show up to your audience.</p> <p>With this in mind, Rob announced a <strong>huge</strong> initiative that Moz has been working on…<strong> Local Market Analytics </strong>—&nbsp;complete with local search volume! Eep!&nbsp;See how you perform on hyper-local SERPs with precision and ease — whether you’re an online or location-based business.</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">⁦<a href="https://twitter.com/STATrob?ref_src=twsrc%5Etfw">@STATrob</a>⁩ with a mic drop. All slides are capability reporting in Local Marketing Analytics tool in Moz Pro. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/s5aG9YCxzc">pic.twitter.com/s5aG9YCxzc</a></p>— Jeff Russell (@rock_hawk) <a href="https://twitter.com/rock_hawk/status/1150847311553019904?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p><br><strong>It launched today as an invitation-only limited release</strong>. Want an invite? Request it <a href="https://t.co/51cG6izBCY">here</a>!&nbsp;</p> <h2>Ross Simmonds— Keywords Aren't Enough: How to Uncover Content Ideas Worth Chasing</h2> <p>Ross Simmonds was up next, and he dug into how you might be creating content wrong if you’re building it strictly around keyword research.</p> <p>The methodology we marketers need to remember is Research - Rethink - Remix.</p> <h3>Research:</h3> <ul><li>Find the channel your audience spends time on. What performs well? How can you serve this audience?</li></ul> <h3>Rethink:</h3> <ul><li>Find the content that your audience wants most. What topics resonate? What stories connect? </li></ul> <h3>Remix: </h3> <ul><li>Measure how your audience responds to the content. Can this be remixed further? How can we remix at scale? </li></ul> <p> </p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Awesome.<br>Ross lays out the process for finding the user / channel / content fit. <br><br>Here's the framework...<br>Resarch &gt; Rethink &gt; Remix<br><br>By <a href="https://twitter.com/TheCoolestCool?ref_src=twsrc%5Etfw">@TheCoolestCool</a> <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://t.co/cBRCIZIony">pic.twitter.com/cBRCIZIony</a></p>— Andy Crestodina (@crestodina) <a href="https://twitter.com/crestodina/status/1150875394716758016?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>If you use this method and you still aren’t sure if you should pursue a content opportunity, ask yourself the following questions:</p> <ul><li>Will it give us a positive ROI?</li><li>Does it fall within our circle of competence? </li><li>Does the benefit outweigh the cost of creation? </li><li>Will it give us shares and links and engagement?</li></ul> <p>Thanks, Ross, for such an actionable session! </p> <h2>Shannon McGuirk — How to Supercharge Link Building with a Digital PR Newsroom</h2> <p>Shannon of Aira Digital took the floor with real-life examples of how her team does link building at scale with what she calls the “digital PR newsroom.”</p> <p>The truth is, most of us are still link building like it’s 1948 with “planned editorial” content. When we do this, we’re missing out on a ton of opportunity (about 66%!) that can come from reactive editorial and planned reactive editorial. </p> <p>Shannon encouraged us to try tactics that have worked for her team such as:</p> <ul><li>Having morning scrum meetings to go over trending topics and find reactive opportunities</li><li>Staffing your team with both storytellers and story makers</li><li>Holding quarterly reviews to see which content types performed best and using that to inform future work</li></ul> <p>Her talk was so good that she even changed Cyrus’s mind about link building!</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Not an easy thing to do! :) <br><br>INCREDIBLE talk by <a href="https://twitter.com/ShannonMcGuirk_?ref_src=twsrc%5Etfw">@ShannonMcGuirk_</a> !!! <br><br>Don't miss her <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> deck on strategic link building! <a href="https://t.co/f10KGDYt7y">https://t.co/f10KGDYt7y</a></p>— Britney Muller (@BritneyMuller) <a href="https://twitter.com/BritneyMuller/status/1150898599242293248?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p>For free resources on how you can set up your own digital PR newsroom, visit: <a href="https://www.aira.net/blog/link-building-digital-pr-newsroom/">aira.net/mozcon19</a>.</p> <h2>Darren Shaw— From Zero to Local Ranking Hero</h2> <p>Next up, Darren of Whitespark chronicled his 8-month long journey to growing a client’s local footprint.</p> <p>Here’s what he learned and encouraged us to implement in response:</p> <ul><li>Track from multiple zip codes around the city</li><li>Make sure your citations are indexed</li><li>The service area section in GMB won’t help you rank in those areas. It’s for display purposes only</li><li>Invest in a Google reviews strategy</li><li>The first few links earned really have a positive impact, but it reaches a point of diminishing returns</li><li>Any individual strategy will probably hit a point of diminishing returns </li><li>A full website is better than a single-page GMB website when it comes to local rankings</li></ul> <p>As SEOs, we’d all do well to remember that it’s not one specific activity, but the aggregate, that will move the needle!</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr"><a href="https://twitter.com/DarrenShaw_?ref_src=twsrc%5Etfw">@DarrenShaw_</a> is on stage at <a href="https://twitter.com/hashtag/MozCon?src=hash&ref_src=twsrc%5Etfw">#MozCon</a> right now sharing all the awesome details of his case study on going From Zero to Local Ranking Hero. Get an inside look into the process, strategies, and tactics implemented on our site! <a href="https://t.co/7UXOpcwr5A">https://t.co/7UXOpcwr5A</a></p>— Whitespark (@whitespark) <a href="https://twitter.com/whitespark/status/1150899755477716992?ref_src=twsrc%5Etfw">July 15, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <h2>Russ Jones — Esse Quam Videri: When Faking it is Harder than Making It</h2> <p>Rounding out day one of MozCon was our very own Russ Jones on Esse Quam Videri — “To be, rather than to seem.”</p> <p>By Russ’s own admission, he’s a pretty good liar, and so too are many SEOs. In a poll Russ ran on Twitter, he found that 64 percent of SEOs state that they have promoted sites they believe are not the best answer to the query. We can be so “rank-centric” that we engage in tactics that make our websites look like we care about the users, when in reality, what we really care about is that Google sees it. </p> <p>Russ encouraged SEOs to help guide the businesses we work for to “be real companies” rather than trying to look like real companies purely for SEO benefit. </p> <p>Thanks to Russ for reminding us to stop sacrificing the long run for the short run!</p> <blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">Really great talk by <a href="https://twitter.com/rjonesx?ref_src=twsrc%5Etfw">@rjonesx</a> today! Great mix of philosophical food for thought & actionable takeaways. I left feeling inspired and like I have specific action items. <a href="https://twitter.com/hashtag/mozcon?src=hash&ref_src=twsrc%5Etfw">#mozcon</a> <a href="https://twitter.com/hashtag/mozcon2019?src=hash&ref_src=twsrc%5Etfw">#mozcon2019</a> <a href="https://t.co/s46LvWkmIT">pic.twitter.com/s46LvWkmIT</a></p>— Charissa Hearon (@thatnewidea) <a href="https://twitter.com/thatnewidea/status/1150923816148729856?ref_src=twsrc%5Etfw">July 16, 2019</a></blockquote> <script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script> <p></p> <h2>Phew — what a day!</h2> <p>And it ain't over yet! There are two more days to make the most of MozCon,&nbsp;connect with fellow attendees, and pick the LinkedIn Updates Pages and Algorithm https://www.socialmediaexaminer.com/linkedin-updates-pages-algorithm/ Social Media Examiner urn:uuid:8b622c28-779f-33a4-d518-4782d2fe25f5 Sat, 13 Jul 2019 10:00:29 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMT-Show-2019-07-13-1200.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/2019/07/SMMT-Show-2019-07-13-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMT-Show-2019-07-13-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMT-Show-2019-07-13-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMT-Show-2019-07-13-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/07/SMMT-Show-2019-07-13-1200-1024x538.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 new Instagram chat stickers and ad placements, as well as updates to LinkedIn&#8217;s pages and algorithm with [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/linkedin-updates-pages-algorithm/">LinkedIn Updates Pages and Algorithm</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p>