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/ Should SEOs &amp; Content Marketers Play to the Social Networks' &quot;Stay-On-Our-Site&quot; Algorithms? - Whiteboard Friday https://moz.com/blog/seos-and-social-networks-algorithms Moz Blog urn:uuid:72eb1203-a858-dc59-6833-b40d4109dc86 Fri, 19 Jan 2018 00:06:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/63\">randfish</a></p><p>Increasingly, social networks are tweaking their algorithms to favor content that remains on their site, rather than send users to an outside source. This spells trouble for those trying to drive traffic and visitors to external pages, but what's an SEO or content marketer to do? Do you swim with the current, putting all your efforts toward placating the social network algos, or do you go against it and continue to promote your own content? This edition of Whiteboard Friday goes into detail on the pros and cons of each approach, then gives Rand's recommendations on how to balance your efforts going forward.</p><p class="wistia_responsive_padding" style="padding:5.25% 0 0 0;position:relative;"> <iframe src="https://fast.wistia.net/embed/iframe/1tgzuflr38?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> </p><script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p style="text-align: center;"><a href="http://d2v4zi8pl64nxt.cloudfront.net/seos-and-social-networks-algorithms/5a612e395651b2.78696698.jpg" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/seos-and-social-networks-algorithms/5a612e395651b2.78696698.jpg" alt="Should SEOs and content marketers play to the social networks &quot;stay-on-our-site&quot; algorithms?" style="box-shadow: rgb(153, 153, 153) 0px 0px 10px 0px; border-radius: 20px;"></a> </p><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>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about whether SEOs and content marketers, for that matter, should play to what the social networks are developing in their visibility and engagement algorithms, or whether we should say, "No. You know what? Forget about what you guys are doing. We're going to try and do things on social networks that benefit us." I'll show you what I'm talking about.</p><h3>Facebook</h3><p>If you're using Facebook and you're posting content to it, Facebook generally tends to frown upon and lower the average visibility and ability of content to reach its audience on Facebook if it includes an external link. So, on average, posts that include an external link will fare more poorly in Facebooks' news feed algorithm than on-site content, exclusively content that lives on Facebook. </p><p>For example, if you see this video promoted on Facebook.com/Moz or Facebook.com/RandFishkin, it will do more poorly than if Moz and I had promoted a Facebook native video of Whiteboard Friday. But we don't want that. We want people to come visit our site and subscribe to Whiteboard Friday here and not stay on Facebook where we only reach 1 out of every 50 or 100 people who might subscribe to our page. </p><p>So it's clearly in our interest to do this, but Facebook wants to keep you on Facebook's website, because then they can do the most advertising and targeting to you and get the most time on site from you. That's their business, right? </p><h3>Twitter</h3><p>The same thing is true of Twitter. So it tends to be the case that links off Twitter fare more poorly. Now, I am not 100% sure in Twitter's case whether this is algorithmic or user-driven. I suspect it's a little of both, that Twitter will promote or make most visible to you when you log in to Twitter the posts that have been made or the tweets that have been made that are self-contained. They live entirely on Twitter. They might contain a bunch of different stuff, a poll or images or be a thread. But links off Twitter will be dampened. </p><h3>Instagram</h3><p>The same thing is true on Instagram. Well, on Instagram, they're kind of the worst. They don't allow links at all. The only thing you can do is a link in profile. More engaging content on Instagram, as of just a couple weeks ago, more engaging content equals higher placement in the feed. In fact, Instagram has now just come out and said that they will show you content posts from people you're not following but that they think will be engaging to you, which gives influential Instagram accounts that get lots of engagement an additional benefit, but kind of hurts everyone else that you're normally following on the network. </p><h3>LinkedIn</h3><p>LinkedIn, LinkedIn's algorithm includes extra visibility in the feed for self-contained post content, which is why you see a lot of these posts of, "Oh, here's all the crazy amounts of work I did and what my experience was like building this or doing that." If it's a self-contained, sort of blog post-style content in LinkedIn that does not link out, it will do much better than posts that contain an external link, which LinkedIn sort of dampens in their visibility algorithm for their feed. </p><h2>Play to the algos?</h2><p>So all of these sites have these components of their algorithm that basically reward you if you are willing to play to their algos, meaning you keep all of the content on their sites and platform, their stuff, not yours. You essentially play to what they're trying to achieve, which is more time on site for them, more engagement for them, less people going away to other places. You refuse or you don't link out, so no external linking to other places. You maintain sort of what I call a high signal to noise ratio, so that rather than sharing all the things you might want to share, you only share posts that you can count on having relatively high engagement. </p><p>That track record is something that sticks with you on most of these networks. Facebook, for example, if I have posts that do well, many in a row, I will get more visibility for my next one. If my last couple of posts have performed poorly on Facebook, my next one will be dampened. You sort of get a string or get on a roll with these networks. Same thing is true on Twitter, by the way. </p><h2>$#@! the algos, serve your own site?</h2><p>Or you say, "Forget you" to the algorithms and serve your own site instead, which means you use the networks to tease content, like, "Here's this exciting, interesting thing. If you want the whole story or you want to watch full video or see all the graphs and charts or whatever it is, you need to come to our website where we host the full content." You link externally so that you're driving traffic back to the properties that you own and control, and you have to be willing to promote some potentially promotional content, in order to earn value from these social networks, even if that means slightly lower engagement or less of that get-on-a-roll reputation.</p><h2>My recommendation</h2><p>The recommendation that I have for SEOs and content marketers is I think we need to balance this. But if I had to, I would tilt it in favor of your site. Social networks, I know it doesn't seem this way, but social networks come and go in popularity, and they change the way that they work. So investing very heavily in Facebook six or seven years ago might have made a ton of sense for a business. Today, a lot of those investments have been shown to have very little impact, because instead of reaching 20 or 30 out of 100 of your followers, you're reaching 1 or 2. So you've lost an order of magnitude of reach on there. The same thing has been true generally on Twitter, on LinkedIn, and on Instagram. So I really urge you to tilt slightly to your own site. </p><p>Owned channels are your website, your email, where you have the email addresses of the people there. I would rather have an email or a loyal visitor or an RSS subscriber than I would 100 times as many Twitter followers, because the engagement you can get and the value that you can get as a business or as an organization is just much higher. </p><p>Just don't ignore how these algorithms work. If you can, I would urge you to sometimes get on those rolls so that you can grow your awareness and reach by playing to these algorithms. </p><p>So, essentially, while I'm urging you to tilt slightly this way, I'm also suggesting that occasionally you should use what you know about how these algorithms work in order to grow and accelerate your growth of followers and reach on these networks so that you can then get more benefit of driving those people back to your site. You've got to play both sides, I think, today in order to have success with the social networks' current reach and visibility algorithms. </p><p>All right, everyone, look forward to your comments. We'll see you again next week for another edition of Whiteboard Friday. Take care. </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/63\">randfish</a></p><p>Increasingly, social networks are tweaking their algorithms to favor content that remains on their site, rather than send users to an outside source. This spells trouble for those trying to drive traffic and visitors to external pages, but what's an SEO or content marketer to do? Do you swim with the current, putting all your efforts toward placating the social network algos, or do you go against it and continue to promote your own content? This edition of Whiteboard Friday goes into detail on the pros and cons of each approach, then gives Rand's recommendations on how to balance your efforts going forward.</p><p class="wistia_responsive_padding" style="padding:5.25% 0 0 0;position:relative;"> <iframe src="https://fast.wistia.net/embed/iframe/1tgzuflr38?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> </p><script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script><p style="text-align: center;"><a href="http://d2v4zi8pl64nxt.cloudfront.net/seos-and-social-networks-algorithms/5a612e395651b2.78696698.jpg" target="_blank"><img src="http://d2v4zi8pl64nxt.cloudfront.net/seos-and-social-networks-algorithms/5a612e395651b2.78696698.jpg" alt="Should SEOs and content marketers play to the social networks &quot;stay-on-our-site&quot; algorithms?" style="box-shadow: rgb(153, 153, 153) 0px 0px 10px 0px; border-radius: 20px;"></a> </p><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>Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about whether SEOs and content marketers, for that matter, should play to what the social networks are developing in their visibility and engagement algorithms, or whether we should say, "No. You know what? Forget about what you guys are doing. We're going to try and do things on social networks that benefit us." I'll show you what I'm talking about.</p><h3>Facebook</h3><p>If you're using Facebook and you're posting content to it, Facebook generally tends to frown upon and lower the average visibility and ability of content to reach its audience on Facebook if it includes an external link. So, on average, posts that include an external link will fare more poorly in Facebooks' news feed algorithm than on-site content, exclusively content that lives on Facebook. </p><p>For example, if you see this video promoted on Facebook.com/Moz or Facebook.com/RandFishkin, it will do more poorly than if Moz and I had promoted a Facebook native video of Whiteboard Friday. But we don't want that. We want people to come visit our site and subscribe to Whiteboard Friday here and not stay on Facebook where we only reach 1 out of every 50 or 100 people who might subscribe to our page. </p><p>So it's clearly in our interest to do this, but Facebook wants to keep you on Facebook's website, because then they can do the most advertising and targeting to you and get the most time on site from you. That's their business, right? </p><h3>Twitter</h3><p>The same thing is true of Twitter. So it tends to be the case that links off Twitter fare more poorly. Now, I am not 100% sure in Twitter's case whether this is algorithmic or user-driven. I suspect it's a little of both, that Twitter will promote or make most visible to you when you log in to Twitter the posts that have been made or the tweets that have been made that are self-contained. They live entirely on Twitter. They might contain a bunch of different stuff, a poll or images or be a thread. But links off Twitter will be dampened. </p><h3>Instagram</h3><p>The same thing is true on Instagram. Well, on Instagram, they're kind of the worst. They don't allow links at all. The only thing you can do is a link in profile. More engaging content on Instagram, as of just a couple weeks ago, more engaging content equals higher placement in the feed. In fact, Instagram has now just come out and said that they will show you content posts from people you're not following but that they think will be engaging to you, which gives influential Instagram accounts that get lots of engagement an additional benefit, but kind of hurts everyone else that you're normally following on the network. </p><h3>LinkedIn</h3><p>LinkedIn, LinkedIn's algorithm includes extra visibility in the feed for self-contained post content, which is why you see a lot of these posts of, "Oh, here's all the crazy amounts of work I did and what my experience was like building this or doing that." If it's a self-contained, sort of blog post-style content in LinkedIn that does not link out, it will do much better than posts that contain an external link, which LinkedIn sort of dampens in their visibility algorithm for their feed. </p><h2>Play to the algos?</h2><p>So all of these sites have these components of their algorithm that basically reward you if you are willing to play to their algos, meaning you keep all of the content on their sites and platform, their stuff, not yours. You essentially play to what they're trying to achieve, which is more time on site for them, more engagement for them, less people going away to other places. You refuse or you don't link out, so no external linking to other places. You maintain sort of what I call a high signal to noise ratio, so that rather than sharing all the things you might want to share, you only share posts that you can count on having relatively high engagement. </p><p>That track record is something that sticks with you on most of these networks. Facebook, for example, if I have posts that do well, many in a row, I will get more visibility for my next one. If my last couple of posts have performed poorly on Facebook, my next one will be dampened. You sort of get a string or get on a roll with these networks. Same thing is true on Twitter, by the way. </p><h2>$#@! the algos, serve your own site?</h2><p>Or you say, "Forget you" to the algorithms and serve your own site instead, which means you use the networks to tease content, like, "Here's this exciting, interesting thing. If you want the whole story or you want to watch full video or see all the graphs and charts or whatever it is, you need to come to our website where we host the full content." You link externally so that you're driving traffic back to the properties that you own and control, and you have to be willing to promote some potentially promotional content, in order to earn value from these social networks, even if that means slightly lower engagement or less of that get-on-a-roll reputation.</p><h2>My recommendation</h2><p>The recommendation that I have for SEOs and content marketers is I think we need to balance this. But if I had to, I would tilt it in favor of your site. Social networks, I know it doesn't seem this way, but social networks come and go in popularity, and they change the way that they work. So investing very heavily in Facebook six or seven years ago might have made a ton of sense for a business. Today, a lot of those investments have been shown to have very little impact, because instead of reaching 20 or 30 out of 100 of your followers, you're reaching 1 or 2. So you've lost an order of magnitude of reach on there. The same thing has been true generally on Twitter, on LinkedIn, and on Instagram. So I really urge you to tilt slightly to your own site. </p><p>Owned channels are your website, your email, where you have the email addresses of the people there. I would rather have an email or a loyal visitor or an RSS subscriber than I would 100 times as many Twitter followers, because the engagement you can get and the value that you can get as a business or as an organization is just much higher. </p><p>Just don't ignore how these algorithms work. If you can, I would urge you to sometimes get on those rolls so that you can grow your awareness and reach by playing to these algorithms. </p><p>So, essentially, while I'm urging you to tilt slightly this way, I'm also suggesting that occasionally you should use what you know about how these algorithms work in order to grow and accelerate your growth of followers and reach on these networks so that you can then get more benefit of driving those people back to your site. You've got to play both sides, I think, today in order to have success with the social networks' current reach and visibility algorithms. </p><p>All right, everyone, look forward to your comments. We'll see you again next week for another edition of Whiteboard Friday. Take care. </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> Google adds keyword functionality to the AdWords app https://searchengineland.com/google-adds-keyword-functionality-adwords-app-290032 Search Engine Land urn:uuid:1ef5fb6a-57a5-65d0-e582-f0157d809fd4 Thu, 18 Jan 2018 21:43:46 +0000 <p>Advertisers can make more on-the-go changes. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-adds-keyword-functionality-adwords-app-290032">Google adds keyword functionality to the AdWords app</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920.png"><img class="aligncenter size-large wp-image-269871" src="https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/02/google-adwords-green-outline-ad-2017-1920-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>We haven&#8217;t heard much about development on the AdWords app lately, but there&#8217;s a new update out today that makes the app more useful.</p> <p>Advertisers can now add, edit and remove keywords from their campaigns using the AdWords app.</p> <div class="fit-embeded"> <blockquote class="twitter-tweet" data-width="500"> <p lang="en" dir="ltr">You can now add, edit or remove keywords on the go using the AdWords app. Learn more: <a href="https://t.co/CHjsn1uZHr">https://t.co/CHjsn1uZHr</a> <a href="https://t.co/ZhMzM6IaiL">pic.twitter.com/ZhMzM6IaiL</a></p> <p>&mdash; Google AdWords (@adwords) <a href="https://twitter.com/adwords/status/954035663464255489?ref_src=twsrc%5Etfw">January 18, 2018</a></p></blockquote> <p><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script></div> <ul> <li>To add a keyword, simply click the new round blue &#8220;plus&#8221; button that appears in the bottom right corner of the various Keyword views in the app.</li> <li>To delete existing keywords, click on the keyword you want to delete and then on the trash can icon in the upper right corner of the screen.</li> <li>From that same specific keyword screen, advertisers can edit the word itself or change the match type. That&#8217;s also where advertisers can pause or enable a keyword and change manually set bids.</li> </ul> <p>For full instructions, see the help center <a href="https://support.google.com/adwords/answer/7454124?hl=en">page</a>.</p> <p>The AdWords app can be downloaded from the iOs and Google Play app stores.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-adds-keyword-functionality-adwords-app-290032">Google adds keyword functionality to the AdWords app</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> SearchCap: Google Home queries, Google My Business video bug & YouTube ad rules https://searchengineland.com/searchcap-google-home-queries-google-business-video-bug-youtube-ad-rules-290030 Search Engine Land urn:uuid:a28ac58a-04f8-27fb-e833-85e2542c61eb Thu, 18 Jan 2018 21:00:01 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-home-queries-google-business-video-bug-youtube-ad-rules-290030">SearchCap: Google Home queries, Google My Business video bug &#038; YouTube ad rules</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/study-80-google-home-results-come-snippets-289992" title="Study: 80% of Google Home results come from snippets">Study: 80% of Google Home results come from snippets</a></strong><br /><!-- byline -->Jan 18, 2018 by Greg Sterling<!-- end byline --> <p>But they aren&#8217;t always the source of answers for Google Home. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/turn-finger-traffic-foot-traffic-290000" title="Turn finger traffic to foot traffic">Turn finger traffic to foot traffic</a></strong><br /><!-- byline -->Jan 18, 2018 by Digital Marketing Depot<!-- end byline --> <p>Gone are the days when a consumer casually pops into a store and walks the aisles until she finds a product that suits her. Life is more hectic now, technology is more accessible, and consumers are becoming more purposeful in how they shop. According to an Adlucent survey, 70 percent of shoppers are multichannel consumers [&hellip;]</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/whats-next-technical-seo-289510" title="What&#8217;s next for technical SEO?">What&#8217;s next for technical SEO?</a></strong><br /><!-- byline -->Jan 18, 2018 by Patrick Stox<!-- end byline --> <p>As web technologies continue to grow and evolve, interest in technical SEO is growing along with it. Columnist Patrick Stox looks ahead to see what advancements are on the horizon and how these may impact technical SEO.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/3-adwords-features-youre-probably-underutilizing-289796" title="3 AdWords features you&#8217;re probably underutilizing">3 AdWords features you&#8217;re probably underutilizing</a></strong><br /><!-- byline -->Jan 18, 2018 by Brett Middleton<!-- end byline --> <p>Columnist Brett Middleton explores three commonly underused AdWords features that can have a big impact on performance: ad variations, Gmail ads and campaign experiments.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/youtube-sets-stricter-rules-videos-can-carry-ads-289891" title="YouTube sets stricter rules on videos that can carry ads">YouTube sets stricter rules on videos that can carry ads</a></strong><br /><!-- byline -->Jan 18, 2018 by Ginny Marvin<!-- end byline --> <p>Advertiser brand safety concerns are driving more changes at YouTube.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/google-business-videos-not-showing-local-listing-google-bug-289956" title="Google My Business videos not showing up on your local listing? It&#8217;s a Google bug">Google My Business videos not showing up on your local listing? It&#8217;s a Google bug</a></strong><br /><!-- byline -->Jan 18, 2018 by Barry Schwartz<!-- end byline --> <p>No, you probably did not upload your videos incorrectly to Google My Business. Google confirmed a bug with the videos now showing and is working on fixing the issue.</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/whatsapp-officially-launches-app-profiles-businesses-232423" title="WhatsApp officially launches app, profiles for businesses">WhatsApp officially launches app, profiles for businesses</a></li> <li><a href="https://marketingland.com/google-introduces-cloud-automl-employing-machine-learning-without-experts-232311" title="Google introduces Cloud AutoML for employing machine learning without experts">Google introduces Cloud AutoML for employing machine learning without experts</a></li> <li><a href="https://marketingland.com/competitive-research-3-free-steps-better-brand-strategy-231993" title="Competitive research: 3 free steps to a better brand strategy">Competitive research: 3 free steps to a better brand strategy</a></li> <li><a href="https://marketingland.com/optimize-holiday-marketing-dollars-christmas-lights-dim-232304" title="Optimize your holiday marketing dollars – long after the Christmas lights dim">Optimize your holiday marketing dollars – long after the Christmas lights dim</a></li> <li><a href="https://marketingland.com/voice-search-retail-evolving-customer-experience-2-232133" title="Voice search in retail: Evolving the customer experience">Voice search in retail: Evolving the customer experience</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="https://www.seroundtable.com/google-be-yourself-not-your-keywords-25091.html">Google: Be Yourself &amp; Not Your Keywords</a>, Search Engine Roundtable</li> <li><a href="https://adwords.googleblog.com/2018/01/adwords-machine-learning-part-2.html">Grow your business faster with machine learning: Part II</a>, Inside AdWords</li> <li><a href="http://www.stateofdigital.com/can-google-assistant-and-voice-search-really-help-those-who-need-it-the-most/">Can Google Assistant and Voice Search Really Help Those Who Need it the Most ?</a>, State of Digital</li> <li><a href="https://www.bloomberg.com/news/articles/2018-01-18/google-braced-for-england-s-first-right-to-be-forgotten-trial">Google Braced for England&#8217;s First &lsquo;Right to Be Forgotten&rsquo; Trial</a>, Bloomberg</li> <li><a href="https://www.ppchero.com/moving-from-last-click-to-position-based-attribution/">Moving from Last Click to Position-Based Attribution Modeling</a>, PPC Hero</li> <li><a href="https://yoast.com/seo-basics-what-is-ux/">SEO basics: What is UX (and why bother)?</a>, Yoast</li> <li><a href="https://www.wordstream.com/blog/ws/2018/01/18/over-optimized-ppc">The Great PPC Diet: How to Correct Over-Optimization in Paid Search</a>, WordStream</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-home-queries-google-business-video-bug-youtube-ad-rules-290030">SearchCap: Google Home queries, Google My Business video bug &#038; YouTube ad rules</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Study: 80% of Google Home results come from snippets https://searchengineland.com/study-80-google-home-results-come-snippets-289992 Search Engine Land urn:uuid:0eb2f875-3903-23bf-d6e6-7f485c49cd8b Thu, 18 Jan 2018 20:13:25 +0000 <p>But they aren't always the source of answers for Google Home. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/study-80-google-home-results-come-snippets-289992">Study: 80% of Google Home results come from snippets</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-282916" src="https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM-800x541.png" alt="" width="800" height="541" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM-800x541.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM-592x400.png 592w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM-768x519.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-19-at-11.57.37-AM.png 926w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Digital agency ROAST has released a <a href="http://weareroast.com/voice-search">Voice Search Ranking Report</a> (registration required), which seeks to categorize and understand how Google processes and responds to voice queries. It also tries to determine when Google Home uses <a href="https://searchengineland.com/library/google/google-featured-snippets-answers">featured snippets/Answer Box</a> results and when it does not.</p> <p>The company used keyword analytics to compile a list of &#8220;616 key phrases in the UK featuring snippet answer boxes.&#8221; It then determined the top phrases by query volume across a range of verticals (e.g., medical, retail, travel, finance). The tests were run in November and compared Google Home and traditional search results.</p> <p>The study sought to answer the following questions:</p> <ul> <li>How many of the key phrases were answered [on Google Home]?</li> <li>Do the answers given match the answer boxes&#8217; results?</li> <li>Which key phrases prompt Google not to user answer boxes?</li> <li>Can we compare visibility on voice search to answer boxes? Is there a difference?</li> </ul> <p>In the majority of cases, the Google Home result mirrored the snippet/Answer Box, according to the study. But in a number of cases, when there was a snippet, Home provided no answer or a different answer.</p> <p style="text-align: center;"><strong>Comparing Desktop Search Results with Google Home </strong></p> <img class="aligncenter size-large wp-image-289995" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM-800x474.png" alt="" width="800" height="474" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM-800x474.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM-600x355.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM-768x455.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-18-at-9.59.40-AM.png 898w" sizes="(max-width: 800px) 100vw, 800px" /> <p>I didn&#8217;t do any testing of ROAST&#8217;s findings, but in two ad hoc cases where the company said there was no answer, my questions received the same answer featured in the snippet. It&#8217;s also the case that rephrasing questions can yield results that initially received an &#8220;I can&#8217;t help with that yet&#8221; response.</p> <p>The report grouped <a href="https://searchengineland.com/library/google/google-google-home">Google Home</a> answers into six different categories:</p> <ul> <li>Standard answer (referencing a source/domain, the most common type of response).</li> <li>Location result.</li> <li>Action prompt (suggestion).</li> <li>Definition.</li> <li>Flight search.</li> <li>Similar question (&#8220;I’m not sure, but I can tell you the answer to a similar question&#8221;).</li> </ul> <p>Google Home answered just under 75 percent of the queries in the test. When Home provided an answer, roughly 80 percent of answers were the same as the Answer Box, according to ROAST. In 20 percent of those cases, however, answers came from different data sources (e.g., local, flight search).</p> <p>There&#8217;s more detailed discussion of these findings in the report. However, here are ROAST&#8217;s verbatim conclusions:</p> <ul> <li>Just because you occupy the featured snippet answer box result, doesn’t mean you own the voice search result. Sometimes the assistant won’t give any answer or it references a different domain.</li> <li>Watch out for key phrases where Google doesn’t use answer box information for results &#8212; for example, fights, locations, actions.</li> <li><a href="https://searchengineland.com/library/google/google-google-my-business">Google My Business</a> is key to any local related searches.</li> <li>You need to start to develop a key phrase list specifically for tracking in voice search reports &#8212; this list will be different to your normal key phrase list for search.</li> </ul> <p>ROAST says it intends to produce more such reports in different verticals in 2018. I would also encourage others to do similar testing to add more insight to the conversation.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/study-80-google-home-results-come-snippets-289992">Study: 80% of Google Home results come from snippets</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Turn finger traffic to foot traffic https://searchengineland.com/turn-finger-traffic-foot-traffic-290000 Search Engine Land urn:uuid:be0eaeaf-418b-a2a7-aa4e-d0e20700c063 Thu, 18 Jan 2018 19:27:49 +0000 <p>Gone are the days when a consumer casually pops into a store and walks the aisles until she finds a product that suits her. Life is more hectic now, technology is more accessible, and consumers are becoming more purposeful in how they shop. According to an Adlucent survey, 70 percent of shoppers are multichannel consumers [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/turn-finger-traffic-foot-traffic-290000">Turn finger traffic to foot traffic</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><a href="http://downloads.digitalmarketingdepot.com/ADL_1712_FingerFoot_landingpage.html?utm_source=sel&amp;utm_medium=newspost"><img class="alignright size-full wp-image-290005" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920.jpg" alt="" width="1920" height="1080" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920.jpg 1920w, https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920-768x432.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/finger-traffic-walking-ss-1920-800x450.jpg 800w" sizes="(max-width: 1920px) 100vw, 1920px" /></a>Gone are the days when a consumer casually pops into a store and walks the aisles until she finds a product that suits her. Life is more hectic now, technology is more accessible, and consumers are becoming more purposeful in how they shop.</p> <p>According to an Adlucent survey, 70 percent of shoppers are multichannel consumers &#8212; purchasing products using a combination of online and in-store shopping. Is your digital strategy reaching the omnichannel consumer?</p> <p>This white paper from Adlucent will walk you through:</p> <ul> <li>six ways retailers can use location-based digital ads to drive purchases in physical stores.</li> <li>success stories from companies that have mastered location-based advertising.</li> <li>reporting methods to show how digital campaigns are contributing to purchases in physical stores.</li> </ul> <p>Visit Digital Marketing Depot to download <a href="http://downloads.digitalmarketingdepot.com/ADL_1712_FingerFoot_landingpage.html?utm_source=sel&amp;utm_medium=newspost" rel="nofollow">&#8220;From Finger to Foot Traffic: Reaching the Omnichannel Consumer.&#8221;</a></p> <p>The post <a rel="nofollow" href="https://searchengineland.com/turn-finger-traffic-foot-traffic-290000">Turn finger traffic to foot traffic</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> What’s next for technical SEO? https://searchengineland.com/whats-next-technical-seo-289510 Search Engine Land urn:uuid:94a40c64-6b6b-1273-ca89-32f0f632223f Thu, 18 Jan 2018 19:25:02 +0000 <p>As web technologies continue to grow and evolve, interest in technical SEO is growing along with it. Columnist Patrick Stox looks ahead to see what advancements are on the horizon and how these may impact technical SEO.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/whats-next-technical-seo-289510">What&#8217;s next for technical SEO?</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-257577" src="https://searchengineland.com/figz/wp-content/seloads/2016/08/automation-technology-gear-ss-1920-800x420.png" alt="" width="800" height="420" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/08/automation-technology-gear-ss-1920-800x420.png 800w, https://searchengineland.com/figz/wp-content/seloads/2016/08/automation-technology-gear-ss-1920-600x315.png 600w, https://searchengineland.com/figz/wp-content/seloads/2016/08/automation-technology-gear-ss-1920-768x403.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>It seems as though technical SEO is experiencing a resurgence in popularity. In 2016, <a href="https://searchengineland.com/author/michael-king">Mike King</a> believed that we were on the cusp of a technical SEO renaissance due to the rapid advancement of web technologies. And in 2017, interest continued to boom. Needless to say, spirits are high going into 2018 with a renewed passion for learning and the importance of technical SEO.</p> <p>I love the new energy and focus, but I also realize that people have limits on their time and effort, and I wonder how far people are willing to go down the rabbit hole. The web is more complex than ever and seems to be scaling and fracturing exponentially. At the rate we’re going, I’m not sure it’s possible to keep up with everything &#8212; and I believe we will start seeing more specialization within technical SEO.</p> <h2>More data</h2> <p>Everyone is creating (and being able to access) more data than ever before. With this expansion, we have to make sense of more data and expand our skills in order to process this amount of information. We’re getting more data about customers, websites, the web itself, and even how people use the web.</p> <p>One of the most exciting prospects for me is in using clickstream data for customer journeys. No longer do we have to guess where people came from and what actions they took in some idealistic view; we can see all the different paths people took and their messy journeys through the web, our site, and even competitor websites. We’re seeing a lot more SEO tool companies starting to use clickstream data, and I’m curious to see what uses they will have for this data.</p> <p>Google is ramping up their efforts on data as well, including sourcing more data than ever before from users. Google is gathering more data with things like <a href="https://searchengineland.com/google-questions-answers-local-businesses-now-available-android-280605">Google My Business Q&amp;A</a> that will likely be used for voice search if it’s not already. Google Webmaster Trend Analyst Gary Illyes stated at Pubcon Vegas in 2017 that there will be more focus on structured data and more applications for the data this year.</p> <p>Eventually, Google will be able to understand our websites well enough that they won’t need the structured data. We’ve already seen Google provide more and more Knowledge Graph information and rich results, showing other people’s data on their pages like weather, song lyrics, answers and much more. It seems Google is rapidly expanding showing other people’s data on their pages and eventually, as Barry Adams put it, they will likely <a href="http://www.stateofdigital.com/websites-as-data-sources/" rel="nofollow">treat websites as data sources</a>.</p> <p>I don’t know if I love the prospect of this or hate it. On one hand, I hate that they can scrape and use our data; on the other hand, I think it would be amazing to see a whole new kind of search where facts, opinions, POVs and more are aggregated and broken down into a summary of a topic. Having everything provided for me instead of reading through a bunch of different websites (and likely dealing with a bunch of different ads and pop-ups) sounds pretty good to me as a user. If Google doesn’t go this route, that leaves a space for a competitor to do this and actually differentiate themselves in the search space.</p> <h2>Mobile, speed, security</h2> <p><a href="https://searchengineland.com/faq-google-mobile-first-index-262751">Google’s mobile-first index</a> is rolling out and will be for quite awhile. This is going to take a shift in thinking for SEOs and tool providers from desktop to mobile. Even Google, in presentations, now mostly talks about &#8220;taps&#8221; instead of &#8220;clicks,&#8221; which I’ve found to be an interesting shift.</p> <p>The mobile-first index is going to create havoc for technical SEOs. Many sites will have issues with pagination, canonicalization, hreflang, content parity, internal linking, structured data and more. One positive change that I like is that content hidden for UX reasons will be given full weight in the mobile-first index, which means we have <a href="https://searchengineland.com/designing-content-mobile-first-index-280071">a lot more options for content design and layout</a>.</p> <p>Google has also been saying it will look into speed being a more prominent metric for the mobile-first index. Right now, it&#8217;s basically on/off, and you&#8217;re only hurt by speed if you’re really too slow &#8212; but they may actually weight this heavier or change how they handle the weight based on the speed in the future.</p> <p>Security is top of mind for a lot of people right now. Last year saw some of the biggest breaches of data in history, such as the Equifax hack. Google has been pushing <a href="https://searchengineland.com/http-https-seos-guide-securing-website-246940">HTTPS everywhere</a> for years, and now <a href="https://searchengineland.com/google-emails-warnings-webmasters-chrome-will-mark-http-pages-forms-not-secure-280907">Chrome has started marking pages as “Not Secure”</a> in a good first step for mostly form pages, but eventually, they plan to show this on all HTTP pages and with a more noticeable red warning label.</p> <p>The EU also has new rules in place around privacy, known collectively as <a href="https://martechtoday.com/guide/gdpr-the-general-data-protection-regulation">GDPR (General Data Protection Regulation)</a>. The push for security and privacy may take away a lot of the data that we currently have available to us and make maintaining the data we have more complex, as there may be different rules in different markets.</p> <h2>The expanding and fractured web</h2> <p>I don’t even know where to start with this. The web is growing, and everything is changing so fast. It seems like every week there’s a new JavaScript (JS) framework. They’re not just a fad &#8212; this is what the websites of the future will be built with. All of the search engines have seen this and have made great strides in crawling JS. (Yes, even Bing.)</p> <p>We have all sorts of new technologies popping up, like <a href="https://searchengineland.com/library/google/google-amp-project">AMP</a>, <a href="https://searchengineland.com/google-publishes-best-practices-search-engine-friendly-progressive-web-apps-pwas-262871">PWAs</a> and GraphQL. The web is fractured more than ever before, and a lot of these new technologies are more technical than ever before and seem to constantly change. (I’m looking at you, AMP!) We may even see more around VR (virtual reality) websites and AR (augmented reality) websites, as some of these devices are becoming more popular.</p> <h2>Rise of tools</h2> <p>I expect to see a lot of changes in tools and in different systems this year. I’ve seen a few systems recently that specify in the HTTP header when they fire a redirect, which helps to troubleshoot when redirects can be at multiple levels and there is a lot of routing. This is one trend I wish would become a standard. I think we’re going to see more things at the CDN level as well. I don’t think many SEOs are offloading redirects and processing them at the edge yet, but that’s generally the best place for them.</p> <p>I’m really excited for all the advancements in JavaScript as well and seeing what everyone will do with Service Workers, and especially things like Cloudflare Workers, which allow you to process JS at the edge. I’ve seen an uptick in posts using JS injection through things like Google Tag Manager, but processing this change is slow and happens after the page load. Changing the same thing before it’s delivered to the user, which would be possible at the edge, will be a much better solution.</p> <p>I’m also excited to see what SEO tools are going to come up with. There’s more data available than ever before, and I’m seeing an increased interest in machine learning. I would like to see more tools build in things like workflow and processes, or even understanding, rather than just being data dumps, as they mostly are now.</p> <p>The class of tool I’m most excited about and expect to really come into its own this year, I don’t even know what to call. These tools are basically systems that sit in between your server and CDN (or could also act as a CDN) that allow you to make changes to your website before it is delivered. They can be used for testing or just to scale fixes across one or multiple platforms. The most interesting part of this for me will be how they differentiate themselves, as in what kind of logic, rules and suggestions will they make and whether they will have any error discovery.</p> <p>The tools I’m talking about are Distilled ODN, Updatable from Ayima, RankSense and RankScience. They give you full control of the DOM (Document Object Model) before the website is served. It’s like having a prerender where you can change anything you want about your website. These systems have the potential solve a lot of major issues, but I wonder about their longevity, even though they are fairly new, as the previously mentioned Cloudflare Workers could do these changes as well.</p> <h2>Google will help</h2> <p>I talked about smarter tools with more understanding, but Google has tons of data as well. Their goal is to serve the best page for the user, regardless of who optimized the best. As they see the same problems on websites over and over, I fully expect them to start ignoring or correcting more technical SEO problems on their end. We’ve seen this time and time again in how they handle <a href="https://searchengineland.com/myth-duplicate-content-penalty-259657">duplicate content</a>, <a href="https://searchengineland.com/google-no-pagerank-dilution-using-301-302-30x-redirects-anymore-254608">301/302 redirects</a>, parameters and so much more. For now, we still do everything we know we should do, but I wonder how many of the things we fix now won’t need to be fixed in the future.</p> <p>Google is also giving us more data than ever before. In the <a href="https://searchengineland.com/google-roll-new-search-console-features-upcoming-weeks-289184">beta for Google Search Console</a>, we have a lot of new tools for technical SEO, including the Index Coverage and AMP Status reports. These are great for showing the types of problems on the website, but the interesting thing to me is that Google has identified and categorized all these different problems. If they know the problems, they could correct for them &#8212; or maybe, as an intermediate step, make suggestions in GSC for webmasters.</p> <h2>Conclusion</h2> <p>Technical SEO has a brilliant future ahead of it. I see so many new people learning and adapting to challenges, and the energy and excitement in the space is incredible. I’m looking forward to a great 2018, seeing what advancements it will bring and what new things I can learn.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/whats-next-technical-seo-289510">What&#8217;s next for technical SEO?</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> 3 AdWords features you’re probably underutilizing https://searchengineland.com/3-adwords-features-youre-probably-underutilizing-289796 Search Engine Land urn:uuid:4c133a91-762f-5068-6e60-9a44f61dd85d Thu, 18 Jan 2018 16:16:10 +0000 <p>Columnist Brett Middleton explores three commonly underused AdWords features that can have a big impact on performance: ad variations, Gmail ads and campaign experiments.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/3-adwords-features-youre-probably-underutilizing-289796">3 AdWords features you&#8217;re probably underutilizing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-230759" src="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-blue3-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-blue3-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-blue3-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>The wonderful thing about AdWords is that we all have our favorite ways to utilize it. We PPC practitioners each have our favorite reports and features, and we all have our own personal preferences for how we like to build and manage our campaigns.</p> <p>Unfortunately, this means we&#8217;re prone to getting stuck in our ways, often neglecting to explore features, reports and methods that we&#8217;re not familiar with.</p> <p>These will differ from person to person, of course, but below, I&#8217;ll discuss three AdWords features you are very likely not paying enough attention to &#8212; and explain why you should be.</p> <h2>Ad variations</h2> <p>A few months ago, <a href="https://searchengineland.com/google-rolls-promotion-extensions-custom-intent-audiences-ad-variations-testing-286942">Google announced the rollout of ad variations</a> in the new AdWords experience. This feature allows you to test ad variations across your text ads at scale; you can now easily test changes to your headlines, descriptions or display paths, and Google will share the results of your test once the results are statistically significant.</p> <p>This new feature seems simple enough, but the amount of time it saves shouldn&#8217;t be overlooked. If you&#8217;re managing a larger account, keeping up with continuously testing ad copy becomes a challenge, but AdWords has decided to throw us a bone and simplify the entire process.</p> <p>With this change, there is no excuse for not developing a consistent string of ad variation tests. (There really wasn&#8217;t before, either &#8212; it&#8217;s important, people!)</p> <p>Organizations that are lagging behind in search need to utilize ad variations to find quick wins when it comes to increasing ad relevance and CTR.</p> <p>If you&#8217;ve endlessly tested tweaks to your ad copy in hopes of achieving a performance boost, you may feel that there&#8217;s no point in continuing extensive testing. But, per Google&#8217;s announcement, &#8220;some advertisers have set up variations for more than 1 million ads in less than a minute.&#8221; That&#8217;s a small amount of time to spend on ad testing that could potentially have a real impact on the bottom line.</p> <h2>Gmail ads</h2> <p>We, as advertisers, can be hesitant to test out new placements and channels &#8212; and that&#8217;s perfectly reasonable. Gmail ads require navigating to the Promotions tab, and that is another reason adoption is slow. But the news that Google is now allowing retargeting (and dynamic retargeting) in Gmail ads means you can no longer afford to completely ignore this placement opportunity.</p> <p>If your business relies on multiple touch points to create sales or leads, retargeting is essential &#8212; and placement bias needs to become a thing of the past.</p> <p>Gmail ads can be attractive and engaging, and when coupled with a broad and intelligent retargeting campaign (that ties in nicely to your email workflow), you can really create an unforgettable experience for users. Seriously, they won&#8217;t be able to forget your brand because you&#8217;ll be everywhere.</p> <p>I&#8217;ve had my own problems with Gmail ads in the past, as they have often been anything but intuitive to set up. But Google is showing a renewed focus on expanding the capabilities of advertisers to utilize Gmail, and this is something we should take notice of as marketers. Users in email have an entirely different context than on social media or other channels, and Gmail ads do not have an invasive feel, especially since the experience is limited to only one ad in Gmail per instance.</p> <h2>Experiments</h2> <p>By this point, I&#8217;d like to imagine that the vast majority of advertisers working in AdWords have at least tried creating and running one experiment &#8212; but can we really be happy with just running one experiment?</p> <p>Experiments are run for one specific purpose, and as such, they can often be wrapped up quickly. But there is always something to test. This is something that should have been hammered into us search marketers by now. If you can consistently have one experiment running (and not just one experiment that runs endlessly &#8212; don&#8217;t be that person!), you&#8217;re taking a step that should only improve performance.</p> <img class="size-full wp-image-289798 aligncenter" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/beakerandbunsen.gif" alt="" width="500" height="250" /> <p><a href="https://searchengineland.com/adwords-campaign-drafts-and-experiments-242831">AdWords campaign experiments</a> were given to us as a way to take more control over the fundamentals of introducing new tactics and strategies. Controlling the budget mix (for example, starting at 80/20 when introducing a riskier tactical change) is just smart optimization and is something we should take advantage of constantly.</p> <h2>What should you do?</h2> <p>It&#8217;s never a bad idea to look over AdWords features that you haven&#8217;t utilized enough (or at all) and identify those that seem like the biggest areas of opportunity to introduce for your business or client. It&#8217;s time, now that 2018 is upon us, to give up on the comforting habits of 2017 (complaining about the new AdWords platform, for one) and embrace the changes and tools we are being given.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/3-adwords-features-youre-probably-underutilizing-289796">3 AdWords features you&#8217;re probably underutilizing</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> YouTube sets stricter rules on videos that can carry ads https://searchengineland.com/youtube-sets-stricter-rules-videos-can-carry-ads-289891 Search Engine Land urn:uuid:898781d5-38f9-a46d-ce38-3e8f7e8d01d3 Thu, 18 Jan 2018 15:07:12 +0000 <p>Advertiser brand safety concerns are driving more changes at YouTube.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/youtube-sets-stricter-rules-videos-can-carry-ads-289891">YouTube sets stricter rules on videos that can carry ads</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><a href="https://searchengineland.com/figz/wp-content/seloads/2014/08/youtube-logo-1920.jpg"><img class="aligncenter size-large wp-image-198726" src="https://searchengineland.com/figz/wp-content/seloads/2014/08/youtube-logo-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2014/08/youtube-logo-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2014/08/youtube-logo-1920-600x337.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /></a>Google has announced several significant changes to how it will be monetizing content on YouTube. The changes come after a <a href="https://marketingland.com/google-youtube-brand-safety-timeine-218317">series of updates</a> the company has implemented in response to repeated advertiser backlash over the past year.</p> <p>In a blog post Wednesday, Paul Muret, VP of display, video and analytics <a href="https://adwords.googleblog.com/2018/01/a-new-approach-to-youtube-monetization.html">acknowledged</a> &#8220;2017 was a difficult year, with several issues affecting our community and our advertising partners&#8221;.</p> <p>The problems &#8212; namely brand advertisements appearing on extremist, racist and other objectionable content, badly behaving YouTube stars whose channels are part of the Google Preferred premium advertising program, and alarming content involving and/or targeted to children &#8212; largely stem from a lack of oversight, controls and transparency.</p> <p>Muret outlined three primary changes to further address these challenges.</p> <p>&nbsp;</p> <p><a href="https://marketingland.com/youtube-sets-stricter-rules-videos-can-carry-ads-232241?utm_src=sel&amp;utm_medium=textlink&amp;utm_campaign=selxpost">[Read the full article on Marketing Land.]</a></p> <p>The post <a rel="nofollow" href="https://searchengineland.com/youtube-sets-stricter-rules-videos-can-carry-ads-289891">YouTube sets stricter rules on videos that can carry ads</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Google My Business videos not showing up on your local listing? It’s a Google bug https://searchengineland.com/google-business-videos-not-showing-local-listing-google-bug-289956 Search Engine Land urn:uuid:c20220c9-3e80-b51d-4240-96ec7a9038c8 Thu, 18 Jan 2018 13:41:55 +0000 <p>No, you probably did not upload your videos incorrectly to Google My Business. Google confirmed a bug with the videos now showing and is working on fixing the issue.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-business-videos-not-showing-local-listing-google-bug-289956">Google My Business videos not showing up on your local listing? It&#8217;s a Google bug</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="alignnone size-large wp-image-253477" src="https://searchengineland.com/figz/wp-content/seloads/2016/07/video-production-camera-desktop-computer-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/07/video-production-camera-desktop-computer-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2016/07/video-production-camera-desktop-computer-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2016/07/video-production-camera-desktop-computer-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Last Friday, Google launched a feature to <a href="https://searchengineland.com/google-business-video-uploads-now-available-business-owners-289679">upload videos to Google My Business</a> local listings. Google said that videos would be processed and live within 24 hours of being uploaded. That, however, is not the case; there is a bug that is preventing the videos from showing up on the local listings in Google Maps or Google web search.</p> <p>Google My Business confirmed the bug last night on Twitter:</p> <div class="fit-embeded"> <blockquote class="twitter-tweet" data-width="500"> <p lang="en" dir="ltr">We&#39;re experiencing an issue with video uploads but the videos team is already aware and working on it. We&#39;ll follow up here when the issue has been resolved. Thanks!</p> <p>&mdash; Google My Business (@GoogleMyBiz) <a href="https://twitter.com/GoogleMyBiz/status/953709380851118080?ref_src=twsrc%5Etfw">January 17, 2018</a></p></blockquote> <p><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script></div> <p>Many business owners who have uploaded videos to their Google My Business listings are reporting that those videos, even a few days after they were uploaded, are still not showing up. I uploaded a video to my listing, which I demonstrated in the post on Friday, and almost a week later, that video is still not visible on my business&#8217;s local listing in Google.</p> <p>It is unclear when the bug will be fixed, but Google is now aware of it and is working on a resolution.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-business-videos-not-showing-local-listing-google-bug-289956">Google My Business videos not showing up on your local listing? It&#8217;s a Google bug</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Getting Things Done: The Journey, Episode 13 https://www.socialmediaexaminer.com/getting-things-done-the-journey-episode-13/ Social Media Examiner urn:uuid:4f65201f-5038-4b4a-1a54-a6c2b1867b44 Thu, 18 Jan 2018 12:00:51 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2017/10/social-media-examiner-the-journey-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=aDhCtbRB1jE Watch The Journey: Episode 13 Episode 13 of The Journey follows Michael Stelzner, founder of Social Media Examiner, as he continues to pursue what many will see as an impossible goal: to <a class="read-more" href="https://www.socialmediaexaminer.com/getting-things-done-the-journey-episode-13/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/getting-things-done-the-journey-episode-13/">Getting Things Done: The Journey, Episode 13</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> How to Generate More Leads From Your Blog https://www.socialmediaexaminer.com/how-to-generate-leads-from-blog/ Social Media Examiner urn:uuid:38f70c53-279b-97aa-1a80-83a99c36f45a Thu, 18 Jan 2018 11:00:25 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/blog-post-lead-magnet-how-to-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Need your blog posts to generate more leads? Looking for tips to turn more readers into loyal email subscribers? In this article, you&#8217;ll learn how to combine blog posts and content upgrades into a package that generates warm leads. #1: Review Multiple Platforms to Find Popular Topics To convert more customers through blogging, you need <a class="read-more" href="https://www.socialmediaexaminer.com/how-to-generate-leads-from-blog/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-generate-leads-from-blog/">How to Generate More Leads From Your Blog</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> Free Local SEO Tools That Belong in Your Kit https://moz.com/blog/free-seo-tools-local Moz Blog urn:uuid:061ed830-dd5b-c729-1556-6217e7738d4c Thu, 18 Jan 2018 00:03:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/13017\">MiriamEllis</a></p><p>What a lot can change in just a few years! When I wrote the original version of this post in January 2014, the local SEO industry didn’t have quite the wealth of paid tools that now exists, and many of the freebies on my previous list have been sunsetted. Definitely time for a complete refresh of the most useful free tools, widgets, and resources I know of to make marketing local businesses easier and better. </p><p>While all of the tools below are free, note that some will require you to sign up for access. Others are limited, no-cost, or trial versions that let you get a good sense of what they provide, enabling you to consider whether it might be worth it to buy into paid access. One thing you may notice: my new list of local SEO tools offers increased support for organic SEO tasks, reflective of our industry’s growing understanding of how closely linked organic and local SEO have become. </p><p>Now, let’s open this toolkit and get 2018 off to a great start! </p><hr><h2>For Research</h2><h3><a href="https://www.census.gov/data/data-tools.html" target="_blank">US Census Bureau Tool Set</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d61d4783.93354628.jpg"> </p><p>Looking to better understand a target community for marketing purposes? You’ll find 20+ useful resources from the US Census Bureau, including population statistics, economic data, mapping and geocoding widgets, income and language information, and much more. </p><h3><a href="https://moz.com/blog/local-seo-client-discovery-questionnaire" target="_blank">Client Onboarding Questionnaire & Phone Script</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d6acca88.00753176.jpg"> </p><p>Onboarding a new client? Reduce repetitious follow-ups by asking all of the right questions the first time around with this thorough <a href="https://docs.google.com/document/d/10QZQGH9BM3Xk3_lDSGEmk8oKMlLcRzlSx0Npww1IVUM/edit" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Client Questionnaire']);">questionnaire</a> and easy-to-follow <a href="https://docs.google.com/document/d/16C4JlkX9YRw3gts2gohWhkRbmQD0IkKyLpxeU8zyGq8/edit#heading=h.msyajpo07qb3" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Phone Call Script']);">phone call script</a> from Moz. Includes helpful tips for why you are asking each question. As local SEO veterans will tell you, a missed question can lead to unhappy (and costly) surprises down the marketing road. Be sure you have the total picture of an incoming client in clear view <em>before</em> you begin strategizing. </p><h3><a href="https://docs.google.com/spreadsheets/d/1FLBMDEwl4RGxUY2p5qBNnOS8xEEcVuoW8iffj7r-Tmo/edit#gid=0" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Location Info Spreadsheet']);">Location Information Spreadsheet</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d737f4b4.92167689.jpg"> </p><p>Vital when marketing multi-location businesses, this free Moz spreadsheet will ensure that you’ve got all the info at your fingertips about each locale of a company. </p><p>*Pro tip: When working with large enterprises, be certain that the data you’re inputting in this spreadsheet has been approved by all relevant departments. It’s really no fun to find out six months into a marketing campaign that there’s internal disagreement about company NAP or other features. </p><h3><a href="https://docs.google.com/spreadsheets/d/1ZOQABbh3sPAvYwx4DFZILe0QTcN22oYmX_Zw2CpS_34/edit?usp=sharing" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Local Competitive Audit Spreadsheet']);">Local Competitive Audit Spreadsheet</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d7c07af7.71359855.jpg"> </p><p>Now we’re really getting down to brass tacks. When you need to look for answers to the perennial client question, “Why is that guy outranking me?”, this free Moz spreadsheet will help you document key competitive data. The end result of filling out the sheet will be two columns of stats you can compare and contrast in your quest to discover competitors’ ranking strengths and weaknesses. Need more guidance? <a href="https://moz.com/blog/basic-local-competitive-audit" target="_blank">Read my blog post</a> in which I put this audit spreadsheet into action for two San Francisco Bay Area Chinese restaurants. </p><h3><a href="https://chrome.google.com/webstore/detail/manual-geolocation/jpiefjlgcjmciajdcinaejedejjfjgki?hl=en" target="_blank">Manual GeoLocation Chrome Extension</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d8a31632.81017289.jpg"> </p><p><a href="https://twitter.com/DarrenShaw_/status/933375714744602624" target="_blank">Watch Darren Shaw demo using this tool</a> to show how a local pack changes when a user virtually crosses a street and you’ll quickly understand how useful this Chrome extension will be in approximating the impacts of user-to-business proximity. Works well on desktop devices. </p><p>Our industry still hasn’t fully recovered from Google removing the Local Search filter from its engine in 2015, and I still live in hope that they will bring it back one day, but in the meantime, this extension gives us a good sense of how searcher location affects search results. In fact, it may even be a superior solution. </p><h3><a href="https://moz.com/products/pro/seo-toolbar" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'MozBar']);">The MozBar SEO Toolbar</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d941f317.07138345.jpg"> </p><p>Local businesses in competitive markets must master traditional SEO, and the free MozBar provides a wonderful introduction to the metrics you need to look at in analyzing the organic strengths and weaknesses of clients and competitors. On-page elements, link metrics, markup, HTTP status, optimization opportunities — get the data you need at a glance with the MozBar. </p><h3><a href="https://moz.com/blog/mastering-google-search-operators-in-67-steps" target="_blank">Google Advanced Search Operators</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d9c89011.46887725.jpg"> </p><p>Not a tool, per se, but the best tutorial I have ever seen on using Google advanced search operators to deepen your research. Dr. Pete breaks this down into 67 steps that will enable you to use these search refinements for content and title research, checking for plagiarism, technical SEO audits, and competitive intelligence. Be totally wizardly and impress your clients and teammates, simply by knowing how to format searches in smart ways. </p><h3><a href="https://www.google.com/webmasters/tools/home?hl=en" target="_blank">Google Search Console</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9da3b4285.07807536.jpg"> </p><p>Apologies if it already seems like a no-brainer to you that you should be signed up for Google’s console that gives you analytics, alerts you to serious errors, and so much more, but local SEO is just now crossing the threshold of understanding how deeply connected it is to organic search. When playing in Google’s backyard, GSC is a must-have for businesses of every type. </p><h3><a href="https://www.brightlocal.com/local-search-results-checker/" target="_blank">BrightLocal’s Search Results Checker</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dabf0e39.60215349.jpg"> </p><p>This popular tool does an excellent job of replicating local search results at a city or zip code level. In some cases, it’s best to search by city (for example, when there are multiple towns covered by a single zip code), but other times, it’s better search by zip code (as in the case of a large city with multiple zip codes). The tool doesn’t have the capability to recreate user-level results, so always remember that the proximity of a given user to a business may create quite different results than what you’ll see searching at a city or zip code level. I consider this a great tool to suss out the lay of the land in a community, identifying top competitors. </p><h3><a href="https://whitespark.ca/offline-conversion-tracker/" target="_blank">Offline Conversion Tracker Form</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9db36c2e9.88442569.jpg"> </p><p>Give this handy Whitespark form to anyone who answers your phone so that they can document the answer to the important question, “How did you hear about us?” Submitted information is saved to Whitespark’s database and tracked in Google Analytics for your future reference and analysis. For local businesses, knowledge of offline factors can be priceless. This form provides a simple point of entry into amassing real-world data. </p><hr><h2>For Content</h2><h3><a href="https://answerthepublic.com/" target="_blank">Answer the Public</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dbbb07d8.42934229.jpg"> </p><p>One of the best-loved keyword research tools in the digital marketing world, Answer the Public lets you enter a keyword phrase and generate a large number of questions/topics related to your search. One of the most awesome facets of this tool is that it has a .CSV download feature — perfect for instantly generating large lists of keywords that you can input into something like <a href="https://moz.com/explorer" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'KWE']);">Moz Keyword Explorer</a> to begin the sorting process that turns up the most powerful keywords for your content dev and on-page optimization. </p><h3><a href="https://app.buzzsumo.com/research/most-shared" target="_blank">Buzzsumo</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dc47c142.38580727.jpg"> </p><p>Another great content inspiration tool, Buzzsumo shows you lets you enter a keyword, topic or domain name, and then shows you which pieces are getting the most social shares. For example, a search for wholefoodsmarket.com shows that a highly shared piece of content at the time of my search is about an asparagus and broccoli soup. You can also sort by content type (articles, videos, infographics, etc.). Use of Buzzsumo can help you generate topics that might be popular if covered on your website. </p><h3><a href="https://www.osha.gov/pls/imis/sicsearch.html" target="_blank">OSHA Standard Industrial Classification (SIC) System Search</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dcbf5205.13174375.jpg"> </p><p>Another interesting resource for brainstorming a wide pool of potential keywords for content dev consideration, OSHA’s SIC search returns big, comprehensive lists. Just <a href="https://www.osha.gov/pls/imis/sic_manual.html" target="_blank">look up your industry’s SIC code</a>, and then enter it along with a keyword/category to get your list. </p><h3><a href="https://whitespark.ca/google-review-link-generator/" target="_blank">USPS Look Up a ZIP Code Widget</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dd5159d0.10527524.jpg"> </p><p>Working with service area businesses (SABs)? Note the second tab in the menu of this widget: Cities by zip code. When you know the zip code of a business you’re marketing you can enter it into this simple tool to get a list of every city in that zip. Now, let’s not take a wrong step here: don’t publish large blocks of zips or city names on any website, but do use this widget to be sure you know of all the communities for which an SAB might strategize content, link building, brand building, real-world relationship building, social media marketing, and PPC. </p><hr><h2>Schema/JSON-LD Generators</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9ddd935e0.32152757.jpg"> </p><p>Rather than list a single tool here, I’m going to take the advice of my friend, schema expert <a href="http://www.touchpointdigitalmarketing.com/" target="_blank">David Deering</a>, who has taught me that no one tool is perfect. In David’s opinion, there isn’t currently a schema/JSON-LD generator that does it all, which is why he continues to build this type of markup manually. That being said, if you’re new to Schema, these generators will get you started: </p><ul> <li><a href="https://webcode.tools/json-ld-generator" target="_blank">https://webcode.tools/json-ld-generator</a></li> <li><a href="http://microdatagenerator.com/generator.html" target="_blank">http://microdatagenerator.com/generator.html</a></li> <li><a href="https://technicalseo.com/seo-tools/schema-markup-generator/" target="_blank">https://technicalseo.com/seo-tools/schema-markup-generator/</a></li> <li><a href="http://tools.seochat.com/category/schema-generators" target="_blank">http://tools.seochat.com/category/schema-generators</a></li> </ul><hr><h2>For Citations</h2><h3><a href="https://moz.com/local/search" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Check Listing']);">Moz Check Listing</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9de717938.94141751.jpg"> </p><p>I can say without bias that I know of no free tool that does a better job of giving you a lightning-fast overview of the health of a local business’ listings. On the phone with a new prospect? Just plug in the name and zip and see how complete and accurate the company’s citations are on the sources that matter most, including the major local business data aggregators (Acxiom, Factual, Infogroup, Localeze) plus key platforms like Google My Business, Facebook, Yelp, YP, and more. </p><p>Literally at a glance, you can tell if inconsistencies and duplicate listings are holding a business back. It can also be used for competitive analysis, defining whether a clean or messy citation set is impacting competitors. The value of the free Check Listing tool becomes most fully realized by signing up for the paid <a href="https://moz.com/products/local" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Moz Local']);">Moz Local</a> product, which automates aggregator-level listing management even at an enterprise level with hundreds or thousands of listings, and offers options for review monitoring, ranking analysis, and more. </p><h3><a href="https://whitespark.ca/local-citation-finder/" target="_blank">Whitespark’s Local Citation Finder</a> (free version)</h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9df0a3a61.61536361.jpg"> </p><p>The free version of this cool tool from our friends at Whitespark will give you a sense of how the paid version can help you discover additional places, beyond the basics, where you might want to get listed. It also analyzes your competitors’ citations. </p><hr><h2>For Reviews</h2><h3><a href="https://www.thehoth.com/online-review-tool/" target="_blank">The Hoth’s Online Business Review Checker Tool</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9df869138.62739624.jpg"> </p><p>You’ll have to sign up, but this free tool gives you an overview report of a local business’ reviews on a variety of platforms. This is a smart thing to do for every incoming client, to gauge reputation strengths and weaknesses. The state of a company’s reviews indicates whether it has an offline problem that needs to be corrected at a real-world structural level, or if its core challenge is a lack of strategy for simply earning a competitive number of positive reviews. </p><h3><a href="https://www.freereviewmonitoring.com/" target="_blank">Free Review Monitoring</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e01ece49.20702780.jpg"> </p><p>Need to know when a new review comes in on a major or industry-specific review site? Signing up for this free tool will send you email alerts so that you can respond quickly. Watch the little video and pay attention to its statement that the majority of unhappy customers will consider visiting a business again if it quickly resolves a complaint. Good to know! </p><h3><a href="https://whitespark.ca/review-handout-generator/" target="_blank">Review Handout Generator</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e093d836.05675490.jpg"> </p><p>Another freebie from Whitespark in partnership with <a href="http://localvisibilitysystem.com/" target="_blank">Phil Rozek</a>, this very simple resource lets you enter some business info and generate a printable handout your public-facing staff can give to customers. Active review management has become a must in even moderately competitive geo-industries. How nice to have a physical asset to offer your customers to get more of those reviews rolling in! </p><h3><a href="https://whitespark.ca/google-review-link-generator/" target="_blank">Google Review Link Generator</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e12ddad7.77684093.jpg"> </p><p>Google’s local product has gone through so many iterations that finding a link to point consumers to when requesting a GMB review has been foolishly difficult at times. Whitespark helps out again, at least for brick-and-mortar businesses, with this easy widget that lets you enter your business info and generate a shareable link. Unfortunately, SABs or home-based businesses with hidden addresses can’t use this tool, but for other business models, this widget works really well. </p><hr><h2>For social</h2><h3><a href="https://notify.ly/" target="_blank">Notify</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e1a42b11.96060509.jpg"> </p><p>Whenever your business gets mentioned on Facebook, YouTube, Twitter, Linkedin, Reddit, and a variety of other platforms, Notify uses Slack or HipChat to send you an alert. By being aware of important conversations taking place about your brand, and participating in them, your business can achieve an excellent status of responsiveness. Social media has become part of the customer service environment, so a tool like this comes in very handy. </p><h3><a href="https://followerwonk.com" target="_blank">Followerwonk</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e22182d5.90736626.jpg"> </p><p>A free trial is available for this app which acts as serious analytics for Twitter. If Twitter is a favorite platform in your industry, definitely give this resource a spin. Understand the characteristics of your followers, find and connect with influencers, and use data to improve your outreach. </p><h3><a href="http://www.charactercountonline.com/" target="_blank">Character Count Online</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e29540e1.73097797.jpg"> </p><p>I use this ultra-basic tool all of the time for three specific tasks. Some social platforms either have character limits and don’t always have counters, or (like Google Posts) truncate your social messaging so that only a limited snippet appear at the highest interface. Just plug in your text and see the character count. </p><p>And, of course, you’ll want a character counter to be sure your on-page title tags and meta descriptions read right in the SERPs. </p><p>My third use for this counter relates to content marketing. Most publications have character count parameters for the pieces they will accept. Here on the Moz Blog, we’re not into length limits, because we believe thorough coverage is the right coverage of important topics. But, when I’m invited to blog elsewhere, I have to rein myself in and be sure I haven’t galloped past that 800-character limit. If you’ve found that to be a problem, too, a character counter can keep you on-track as you write. <em>Whoa, horsie!</em> </p><hr><p><em></em> </p><h2>So, what did I miss?</h2><p>If you’re saying to yourself right now, “I can’t believe this totally awesome free local SEO tool I use every week isn’t included,” please <a href="https://moz.com/blog/free-seo-tools-local#comments">share it with our community</a> in the comments. One thing I know I’d love to find a free solution for would be a tool that does review sentiment analysis. Paid solutions exist for this, but I’ve yet to encounter a freebie. </p><p>My criteria for a great tool is that it makes work better, stronger, faster… or is that the intro to <a href="https://www.youtube.com/watch?v=HoLs0V8T5AA" target="_blank">The Six Million Dollar Man</a>? Well, Steve Austin had some amazing capabilities (and a cool 70s jogging suit, to boot!), and I’m hoping you’ll feel kitted up for success, too, with this list of free tools in the year ahead. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/13017\">MiriamEllis</a></p><p>What a lot can change in just a few years! When I wrote the original version of this post in January 2014, the local SEO industry didn’t have quite the wealth of paid tools that now exists, and many of the freebies on my previous list have been sunsetted. Definitely time for a complete refresh of the most useful free tools, widgets, and resources I know of to make marketing local businesses easier and better. </p><p>While all of the tools below are free, note that some will require you to sign up for access. Others are limited, no-cost, or trial versions that let you get a good sense of what they provide, enabling you to consider whether it might be worth it to buy into paid access. One thing you may notice: my new list of local SEO tools offers increased support for organic SEO tasks, reflective of our industry’s growing understanding of how closely linked organic and local SEO have become. </p><p>Now, let’s open this toolkit and get 2018 off to a great start! </p><hr><h2>For Research</h2><h3><a href="https://www.census.gov/data/data-tools.html" target="_blank">US Census Bureau Tool Set</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d61d4783.93354628.jpg"> </p><p>Looking to better understand a target community for marketing purposes? You’ll find 20+ useful resources from the US Census Bureau, including population statistics, economic data, mapping and geocoding widgets, income and language information, and much more. </p><h3><a href="https://moz.com/blog/local-seo-client-discovery-questionnaire" target="_blank">Client Onboarding Questionnaire & Phone Script</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d6acca88.00753176.jpg"> </p><p>Onboarding a new client? Reduce repetitious follow-ups by asking all of the right questions the first time around with this thorough <a href="https://docs.google.com/document/d/10QZQGH9BM3Xk3_lDSGEmk8oKMlLcRzlSx0Npww1IVUM/edit" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Client Questionnaire']);">questionnaire</a> and easy-to-follow <a href="https://docs.google.com/document/d/16C4JlkX9YRw3gts2gohWhkRbmQD0IkKyLpxeU8zyGq8/edit#heading=h.msyajpo07qb3" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Phone Call Script']);">phone call script</a> from Moz. Includes helpful tips for why you are asking each question. As local SEO veterans will tell you, a missed question can lead to unhappy (and costly) surprises down the marketing road. Be sure you have the total picture of an incoming client in clear view <em>before</em> you begin strategizing. </p><h3><a href="https://docs.google.com/spreadsheets/d/1FLBMDEwl4RGxUY2p5qBNnOS8xEEcVuoW8iffj7r-Tmo/edit#gid=0" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Location Info Spreadsheet']);">Location Information Spreadsheet</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d737f4b4.92167689.jpg"> </p><p>Vital when marketing multi-location businesses, this free Moz spreadsheet will ensure that you’ve got all the info at your fingertips about each locale of a company. </p><p>*Pro tip: When working with large enterprises, be certain that the data you’re inputting in this spreadsheet has been approved by all relevant departments. It’s really no fun to find out six months into a marketing campaign that there’s internal disagreement about company NAP or other features. </p><h3><a href="https://docs.google.com/spreadsheets/d/1ZOQABbh3sPAvYwx4DFZILe0QTcN22oYmX_Zw2CpS_34/edit?usp=sharing" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Local Competitive Audit Spreadsheet']);">Local Competitive Audit Spreadsheet</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d7c07af7.71359855.jpg"> </p><p>Now we’re really getting down to brass tacks. When you need to look for answers to the perennial client question, “Why is that guy outranking me?”, this free Moz spreadsheet will help you document key competitive data. The end result of filling out the sheet will be two columns of stats you can compare and contrast in your quest to discover competitors’ ranking strengths and weaknesses. Need more guidance? <a href="https://moz.com/blog/basic-local-competitive-audit" target="_blank">Read my blog post</a> in which I put this audit spreadsheet into action for two San Francisco Bay Area Chinese restaurants. </p><h3><a href="https://chrome.google.com/webstore/detail/manual-geolocation/jpiefjlgcjmciajdcinaejedejjfjgki?hl=en" target="_blank">Manual GeoLocation Chrome Extension</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d8a31632.81017289.jpg"> </p><p><a href="https://twitter.com/DarrenShaw_/status/933375714744602624" target="_blank">Watch Darren Shaw demo using this tool</a> to show how a local pack changes when a user virtually crosses a street and you’ll quickly understand how useful this Chrome extension will be in approximating the impacts of user-to-business proximity. Works well on desktop devices. </p><p>Our industry still hasn’t fully recovered from Google removing the Local Search filter from its engine in 2015, and I still live in hope that they will bring it back one day, but in the meantime, this extension gives us a good sense of how searcher location affects search results. In fact, it may even be a superior solution. </p><h3><a href="https://moz.com/products/pro/seo-toolbar" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'MozBar']);">The MozBar SEO Toolbar</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d941f317.07138345.jpg"> </p><p>Local businesses in competitive markets must master traditional SEO, and the free MozBar provides a wonderful introduction to the metrics you need to look at in analyzing the organic strengths and weaknesses of clients and competitors. On-page elements, link metrics, markup, HTTP status, optimization opportunities — get the data you need at a glance with the MozBar. </p><h3><a href="https://moz.com/blog/mastering-google-search-operators-in-67-steps" target="_blank">Google Advanced Search Operators</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9d9c89011.46887725.jpg"> </p><p>Not a tool, per se, but the best tutorial I have ever seen on using Google advanced search operators to deepen your research. Dr. Pete breaks this down into 67 steps that will enable you to use these search refinements for content and title research, checking for plagiarism, technical SEO audits, and competitive intelligence. Be totally wizardly and impress your clients and teammates, simply by knowing how to format searches in smart ways. </p><h3><a href="https://www.google.com/webmasters/tools/home?hl=en" target="_blank">Google Search Console</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9da3b4285.07807536.jpg"> </p><p>Apologies if it already seems like a no-brainer to you that you should be signed up for Google’s console that gives you analytics, alerts you to serious errors, and so much more, but local SEO is just now crossing the threshold of understanding how deeply connected it is to organic search. When playing in Google’s backyard, GSC is a must-have for businesses of every type. </p><h3><a href="https://www.brightlocal.com/local-search-results-checker/" target="_blank">BrightLocal’s Search Results Checker</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dabf0e39.60215349.jpg"> </p><p>This popular tool does an excellent job of replicating local search results at a city or zip code level. In some cases, it’s best to search by city (for example, when there are multiple towns covered by a single zip code), but other times, it’s better search by zip code (as in the case of a large city with multiple zip codes). The tool doesn’t have the capability to recreate user-level results, so always remember that the proximity of a given user to a business may create quite different results than what you’ll see searching at a city or zip code level. I consider this a great tool to suss out the lay of the land in a community, identifying top competitors. </p><h3><a href="https://whitespark.ca/offline-conversion-tracker/" target="_blank">Offline Conversion Tracker Form</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9db36c2e9.88442569.jpg"> </p><p>Give this handy Whitespark form to anyone who answers your phone so that they can document the answer to the important question, “How did you hear about us?” Submitted information is saved to Whitespark’s database and tracked in Google Analytics for your future reference and analysis. For local businesses, knowledge of offline factors can be priceless. This form provides a simple point of entry into amassing real-world data. </p><hr><h2>For Content</h2><h3><a href="https://answerthepublic.com/" target="_blank">Answer the Public</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dbbb07d8.42934229.jpg"> </p><p>One of the best-loved keyword research tools in the digital marketing world, Answer the Public lets you enter a keyword phrase and generate a large number of questions/topics related to your search. One of the most awesome facets of this tool is that it has a .CSV download feature — perfect for instantly generating large lists of keywords that you can input into something like <a href="https://moz.com/explorer" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'KWE']);">Moz Keyword Explorer</a> to begin the sorting process that turns up the most powerful keywords for your content dev and on-page optimization. </p><h3><a href="https://app.buzzsumo.com/research/most-shared" target="_blank">Buzzsumo</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dc47c142.38580727.jpg"> </p><p>Another great content inspiration tool, Buzzsumo shows you lets you enter a keyword, topic or domain name, and then shows you which pieces are getting the most social shares. For example, a search for wholefoodsmarket.com shows that a highly shared piece of content at the time of my search is about an asparagus and broccoli soup. You can also sort by content type (articles, videos, infographics, etc.). Use of Buzzsumo can help you generate topics that might be popular if covered on your website. </p><h3><a href="https://www.osha.gov/pls/imis/sicsearch.html" target="_blank">OSHA Standard Industrial Classification (SIC) System Search</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dcbf5205.13174375.jpg"> </p><p>Another interesting resource for brainstorming a wide pool of potential keywords for content dev consideration, OSHA’s SIC search returns big, comprehensive lists. Just <a href="https://www.osha.gov/pls/imis/sic_manual.html" target="_blank">look up your industry’s SIC code</a>, and then enter it along with a keyword/category to get your list. </p><h3><a href="https://whitespark.ca/google-review-link-generator/" target="_blank">USPS Look Up a ZIP Code Widget</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9dd5159d0.10527524.jpg"> </p><p>Working with service area businesses (SABs)? Note the second tab in the menu of this widget: Cities by zip code. When you know the zip code of a business you’re marketing you can enter it into this simple tool to get a list of every city in that zip. Now, let’s not take a wrong step here: don’t publish large blocks of zips or city names on any website, but do use this widget to be sure you know of all the communities for which an SAB might strategize content, link building, brand building, real-world relationship building, social media marketing, and PPC. </p><hr><h2>Schema/JSON-LD Generators</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9ddd935e0.32152757.jpg"> </p><p>Rather than list a single tool here, I’m going to take the advice of my friend, schema expert <a href="http://www.touchpointdigitalmarketing.com/" target="_blank">David Deering</a>, who has taught me that no one tool is perfect. In David’s opinion, there isn’t currently a schema/JSON-LD generator that does it all, which is why he continues to build this type of markup manually. That being said, if you’re new to Schema, these generators will get you started: </p><ul> <li><a href="https://webcode.tools/json-ld-generator" target="_blank">https://webcode.tools/json-ld-generator</a></li> <li><a href="http://microdatagenerator.com/generator.html" target="_blank">http://microdatagenerator.com/generator.html</a></li> <li><a href="https://technicalseo.com/seo-tools/schema-markup-generator/" target="_blank">https://technicalseo.com/seo-tools/schema-markup-generator/</a></li> <li><a href="http://tools.seochat.com/category/schema-generators" target="_blank">http://tools.seochat.com/category/schema-generators</a></li> </ul><hr><h2>For Citations</h2><h3><a href="https://moz.com/local/search" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Check Listing']);">Moz Check Listing</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9de717938.94141751.jpg"> </p><p>I can say without bias that I know of no free tool that does a better job of giving you a lightning-fast overview of the health of a local business’ listings. On the phone with a new prospect? Just plug in the name and zip and see how complete and accurate the company’s citations are on the sources that matter most, including the major local business data aggregators (Acxiom, Factual, Infogroup, Localeze) plus key platforms like Google My Business, Facebook, Yelp, YP, and more. </p><p>Literally at a glance, you can tell if inconsistencies and duplicate listings are holding a business back. It can also be used for competitive analysis, defining whether a clean or messy citation set is impacting competitors. The value of the free Check Listing tool becomes most fully realized by signing up for the paid <a href="https://moz.com/products/local" target="_blank" onclick="_gaq.push(['_trackEvent', 'blog', 'Free Local SEO Tools That Belong in Your Kit', 'Moz Local']);">Moz Local</a> product, which automates aggregator-level listing management even at an enterprise level with hundreds or thousands of listings, and offers options for review monitoring, ranking analysis, and more. </p><h3><a href="https://whitespark.ca/local-citation-finder/" target="_blank">Whitespark’s Local Citation Finder</a> (free version)</h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9df0a3a61.61536361.jpg"> </p><p>The free version of this cool tool from our friends at Whitespark will give you a sense of how the paid version can help you discover additional places, beyond the basics, where you might want to get listed. It also analyzes your competitors’ citations. </p><hr><h2>For Reviews</h2><h3><a href="https://www.thehoth.com/online-review-tool/" target="_blank">The Hoth’s Online Business Review Checker Tool</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9df869138.62739624.jpg"> </p><p>You’ll have to sign up, but this free tool gives you an overview report of a local business’ reviews on a variety of platforms. This is a smart thing to do for every incoming client, to gauge reputation strengths and weaknesses. The state of a company’s reviews indicates whether it has an offline problem that needs to be corrected at a real-world structural level, or if its core challenge is a lack of strategy for simply earning a competitive number of positive reviews. </p><h3><a href="https://www.freereviewmonitoring.com/" target="_blank">Free Review Monitoring</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e01ece49.20702780.jpg"> </p><p>Need to know when a new review comes in on a major or industry-specific review site? Signing up for this free tool will send you email alerts so that you can respond quickly. Watch the little video and pay attention to its statement that the majority of unhappy customers will consider visiting a business again if it quickly resolves a complaint. Good to know! </p><h3><a href="https://whitespark.ca/review-handout-generator/" target="_blank">Review Handout Generator</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e093d836.05675490.jpg"> </p><p>Another freebie from Whitespark in partnership with <a href="http://localvisibilitysystem.com/" target="_blank">Phil Rozek</a>, this very simple resource lets you enter some business info and generate a printable handout your public-facing staff can give to customers. Active review management has become a must in even moderately competitive geo-industries. How nice to have a physical asset to offer your customers to get more of those reviews rolling in! </p><h3><a href="https://whitespark.ca/google-review-link-generator/" target="_blank">Google Review Link Generator</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e12ddad7.77684093.jpg"> </p><p>Google’s local product has gone through so many iterations that finding a link to point consumers to when requesting a GMB review has been foolishly difficult at times. Whitespark helps out again, at least for brick-and-mortar businesses, with this easy widget that lets you enter your business info and generate a shareable link. Unfortunately, SABs or home-based businesses with hidden addresses can’t use this tool, but for other business models, this widget works really well. </p><hr><h2>For social</h2><h3><a href="https://notify.ly/" target="_blank">Notify</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e1a42b11.96060509.jpg"> </p><p>Whenever your business gets mentioned on Facebook, YouTube, Twitter, Linkedin, Reddit, and a variety of other platforms, Notify uses Slack or HipChat to send you an alert. By being aware of important conversations taking place about your brand, and participating in them, your business can achieve an excellent status of responsiveness. Social media has become part of the customer service environment, so a tool like this comes in very handy. </p><h3><a href="https://followerwonk.com" target="_blank">Followerwonk</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e22182d5.90736626.jpg"> </p><p>A free trial is available for this app which acts as serious analytics for Twitter. If Twitter is a favorite platform in your industry, definitely give this resource a spin. Understand the characteristics of your followers, find and connect with influencers, and use data to improve your outreach. </p><h3><a href="http://www.charactercountonline.com/" target="_blank">Character Count Online</a></h3><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/free-local-seo-tools/5a5fb9e29540e1.73097797.jpg"> </p><p>I use this ultra-basic tool all of the time for three specific tasks. Some social platforms either have character limits and don’t always have counters, or (like Google Posts) truncate your social messaging so that only a limited snippet appear at the highest interface. Just plug in your text and see the character count. </p><p>And, of course, you’ll want a character counter to be sure your on-page title tags and meta descriptions read right in the SERPs. </p><p>My third use for this counter relates to content marketing. Most publications have character count parameters for the pieces they will accept. Here on the Moz Blog, we’re not into length limits, because we believe thorough coverage is the right coverage of important topics. But, when I’m invited to blog elsewhere, I have to rein myself in and be sure I haven’t galloped past that 800-character limit. If you’ve found that to be a problem, too, a character counter can keep you on-track as you write. <em>Whoa, horsie!</em> </p><hr><p><em></em> </p><h2>So, what did I miss?</h2><p>If you’re saying to yourself right now, “I can’t believe this totally awesome free local SEO tool I use every week isn’t included,” please <a href="https://moz.com/blog/free-seo-tools-local#comments">share it with our community</a> in the comments. One thing I know I’d love to find a free solution for would be a tool that does review sentiment analysis. Paid solutions exist for this, but I’ve yet to encounter a freebie. </p><p>My criteria for a great tool is that it makes work better, stronger, faster… or is that the intro to <a href="https://www.youtube.com/watch?v=HoLs0V8T5AA" target="_blank">The Six Million Dollar Man</a>? Well, Steve Austin had some amazing capabilities (and a cool 70s jogging suit, to boot!), and I’m hoping you’ll feel kitted up for success, too, with this list of free tools in the year ahead. </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> SearchCap: Google Speed Update, schema reviews & PPC artificial intelligence https://searchengineland.com/searchcap-google-speed-update-schema-reviews-ppc-artificial-intelligence-289949 Search Engine Land urn:uuid:7b2a4866-20be-2676-f880-b95ce7c13eae Wed, 17 Jan 2018 21:00:55 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-speed-update-schema-reviews-ppc-artificial-intelligence-289949">SearchCap: Google Speed Update, schema reviews &#038; PPC artificial intelligence</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904" title="The Google Speed Update: Page speed will become a ranking factor in mobile search">The Google Speed Update: Page speed will become a ranking factor in mobile search</a></strong><br /><!-- byline -->Jan 17, 2018 by Barry Schwartz<!-- end byline --> <p>Starting in July 2018, Google will finally use mobile page speed as a ranking in their mobile search results.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/faqs-new-google-speed-update-amp-pages-search-console-notifications-desktop-pages-289929" title="FAQs on new Google Speed Update: AMP pages, Search Console notifications &#038; desktop only pages">FAQs on new Google Speed Update: AMP pages, Search Console notifications &#038; desktop only pages</a></strong><br /><!-- byline -->Jan 17, 2018 by Barry Schwartz<!-- end byline --> <p>A page with AMP but a slow canonical URL will not be impacted by this update, assuming the AMP URL is not slow, Google told us.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/survey-smart-speaker-ownership-steals-time-smartphones-tv-radio-289916" title="Survey: Smart speaker ownership steals time from smartphones, TV, radio">Survey: Smart speaker ownership steals time from smartphones, TV, radio</a></strong><br /><!-- byline -->Jan 17, 2018 by Greg Sterling<!-- end byline --> <p>The study suggests there are about 40 million devices in US homes today. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/technology-behind-ai-ppc-289777" title="The technology behind AI in PPC">The technology behind AI in PPC</a></strong><br /><!-- byline -->Jan 17, 2018 by Frederick Vallaeys<!-- end byline --> <p>Artificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick Vallaeys explains the technology, its evolution in recent years, and what&#8217;s next for AI in paid search.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-289691" title="Bizarre review schema implementation spotlights gaps between Google’s guidelines &#038; how rich results really work">Bizarre review schema implementation spotlights gaps between Google’s guidelines &#038; how rich results really work</a></strong><br /><!-- byline -->Jan 17, 2018 by Andrew Shotland<!-- end byline --> <p>Google has made its review markup guidelines fairly clear and has even issued penalties to sites that utilize spammy or misleading structured data markup. But columnist Andrew Shotland points out that many sites are still violating these guidelines, intentionally or unintentionally.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/10-great-reasons-book-ticket-now-smx-west-289849" title="10 great reasons to book your ticket NOW for SMX West!">10 great reasons to book your ticket NOW for SMX West!</a></strong><br /><!-- byline -->Jan 16, 2018 by Search Engine Land<!-- end byline --> <p>The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to SMX West for three days of unrivaled training alongside industry experts in a warm, welcoming environment. But that’s not the only reason to secure your seat now. In fact, here [&hellip;]</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/adobe-reports-2017-holiday-e-commerce-revenue-climbed-108-2b-beating-forecasts-nearly-1b-232193" title="The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season">The big holiday 2017 e-commerce wrap-up: Adobe, NRF, Salesforce, Amazon point to another record season</a></li> <li><a href="https://marketingland.com/search-strategies-worked-didnt-2017-holiday-season-232153" title="Search strategies &#8212; What worked and what didn’t for the 2017 holiday season">Search strategies &#8212; What worked and what didn’t for the 2017 holiday season</a></li> <li><a href="https://marketingland.com/four-ways-fix-social-data-disconnect-231817" title="Four ways to fix the social data disconnect">Four ways to fix the social data disconnect</a></li> <li><a href="https://marketingland.com/adobe-launches-commerce-based-microservices-across-clouds-232171" title="Adobe launches commerce-based microservices across its clouds">Adobe launches commerce-based microservices across its clouds</a></li> <li><a href="https://marketingland.com/contentsquare-adds-ai-become-fully-automated-provider-experience-insights-232228" title="ContentSquare adds AI to become a &#8216;fully automated&#8217; provider of experience insights">ContentSquare adds AI to become a &#8216;fully automated&#8217; provider of experience insights</a></li> <li><a href="https://marketingland.com/freckle-ceo-every-single-online-kpi-goes-away-better-offline-attribution-232118" title="Freckle CEO: Every single online KPI goes away with better (offline) attribution">Freckle CEO: Every single online KPI goes away with better (offline) attribution</a></li> <li><a href="https://marketingland.com/youtube-sets-stricter-rules-videos-can-carry-ads-232241" title="YouTube sets stricter rules on videos that can carry ads">YouTube sets stricter rules on videos that can carry ads</a></li> <li><a href="https://marketingland.com/understanding-adwords-keyword-match-types-manufacturers-232111" title="Understanding AdWords keyword match types for manufacturers">Understanding AdWords keyword match types for manufacturers</a></li> <li><a href="https://marketingland.com/10-great-reasons-book-ticket-now-smx-west-232195" title="10 great reasons to book your ticket NOW for SMX West!">10 great reasons to book your ticket NOW for SMX West!</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="https://www.seroundtable.com/google-algorithm-update-january-15th-25084.html">Google Algorithm Update January 15th &#8211; More Tweaks &amp; Chatter</a>, Search Engine Roundtable</li> <li><a href="https://www.hallaminternet.com/8-useful-tools-from-google-for-seo-beginners/">8 Useful Google Tools for SEO Beginners</a>, Hallam Internet</li> <li><a href="http://www.thesempost.com/bing-adds-appointment-booking-local-panel/amp/">Bing Adds Appointment Booking to Local Panel in Search Results</a>, The SEM Post</li> <li><a href="https://www.engadget.com/2018/01/17/google-shenzhen-office/">Google opens an office in China&#8217;s Silicon Valley</a>, Engadget</li> <li><a href="http://blumenthals.com/blog/2018/01/17/google-updates-gmb-websites-to-include-posts/">Google Updates GMB Websites to Include Posts as They Pass 1.25 Million Sites Created</a>, Mike Blumenthal</li> <li><a href="https://clutch.co/seo-firms/resources/how-organic-paid-search-inform-seo-strategy">How Organic and Paid Search Inform SEO Strategy</a>, Clutch.co</li> <li><a href="https://amphtml.wordpress.com/2018/01/17/measuring-amp-performance/">Measuring AMP Performance</a>, Accelerated Mobile Pages Project</li> <li><a href="http://searchresearch1.blogspot.com/2018/01/searchresearch-challenge-11718-how-do-i.html">SearchResearch Challenge (1/17/18): How do I find this song that&#8217;s become an earworm?</a>, SearchReSearch</li> <li><a href="https://www.semrush.com/blog/top-10-important-seo-tips-for-your-magento-2-e-commerce-website/">Top 12 Important SEO Tips for your Magento 2 E-Commerce website</a>, SEM Rush</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-speed-update-schema-reviews-ppc-artificial-intelligence-289949">SearchCap: Google Speed Update, schema reviews &#038; PPC artificial intelligence</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Survey: Smart speaker ownership steals time from smartphones, TV, radio https://searchengineland.com/survey-smart-speaker-ownership-steals-time-smartphones-tv-radio-289916 Search Engine Land urn:uuid:5321efd6-2c17-627b-3154-8d7b8c7502fe Wed, 17 Jan 2018 20:50:10 +0000 <p>The study suggests there are about 40 million devices in US homes today. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/survey-smart-speaker-ownership-steals-time-smartphones-tv-radio-289916">Survey: Smart speaker ownership steals time from smartphones, TV, radio</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-283503" src="https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM-800x552.png" alt="" width="800" height="552" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM-800x552.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM-580x400.png 580w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM-768x530.png 768w, https://searchengineland.com/figz/wp-content/seloads/2017/09/Screen-Shot-2017-09-28-at-3.10.11-AM.png 1372w" sizes="(max-width: 800px) 100vw, 800px" /> <p>In a follow-up to <a href="https://searchengineland.com/npr-survey-americans-love-smart-speakers-42-call-essential-279514">mid-2017 research</a> on US smart speaker ownership, NPR and Edison Research have released <a href="http://nationalpublicmedia.com/smart-audio-report-fall-winter-2017/">new findings</a> indicating that nearly 40 million Americans now own the devices. That number is roughly double what it was in July 2017 and shows the impact of 2017 holiday sales on the market.</p> <p>The new survey was conducted in two parts, online and by telephone, in November and then in late December. It reflects that satisfaction with these devices is high, and people are using them more frequently and gradually expanding the use cases. Another striking finding is that smart speaker ownership is impacting (read: decreasing) usage of other media and devices.</p> <img class="aligncenter size-large wp-image-289927" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM-800x383.png" alt="" width="800" height="383" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM-800x383.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM-600x287.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM-768x368.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-11.06.02-AM.png 906w" sizes="(max-width: 800px) 100vw, 800px" /> <p>As one might expect, smart speakers tend to be placed in the living room and then the kitchen. Other <a href="https://searchengineland.com/amazon-just-upped-ante-battle-virtual-assistants-283481">research</a> found that smart speaker ownership triggered smart home appliance and fixture purchases. In the NPR survey, a significant percentage (31 percent) of owners reported that they had &#8220;controlled household devices with a Smart Speaker in the last week.&#8221;</p> <p>Nearly 40 percent (38 percent) of NPR survey respondents also say they plan to buy additional devices. It&#8217;s reasonable to assume that most smart speaker homes will have at least two devices. And research from <a href="https://www.prnewswire.com/news-releases/loyalty-or-lock-in-most-smart-speaker-users-wont-budge-from-amazon-or-google-300576409.html?mkt_tok=eyJpIjoiWlRCaVl6Vm1aREEyTWpNMiIsInQiOiJjSVB4UDdzNGN6eDJXVlVadVpyTzJQZUxmYjRMR2lmWGtNd1J5TjRpMVVacWdGK3dsMVhMTTdNaWprUXF0aXdxcm5HM25KeTRHT3JUdUR6RjdQS3UyMHphdXROaWc3R01QTm9qWUlJdm9OTmFNc2Z1eDZHaWxWMm0wRUJvK0o1TyJ9" rel="nofollow noopener" data-wpel-link="external">Strategy Analytics</a> found that most buyers will be loyal to their existing brand. That&#8217;s great news for Amazon, good news for Google and bad news for Apple, Samsung and Microsoft.</p> <img class="aligncenter size-large wp-image-289919" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM-800x420.png" alt="" width="800" height="420" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM-800x420.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM-600x315.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM-768x403.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.49-AM.png 1209w" sizes="(max-width: 800px) 100vw, 800px" /> <p>NPR determined, at least among its sample, that roughly three times more folks own Alexa than own Google Home. In practical terms, that means roughly 28 million Amazon devices and more than 10 million Google Home devices in US households.</p> <p>This argues Google may have closed the market-share gap somewhat. Earlier estimates, including from NPR, suggested that Amazon had a 70 percent to 75 percent market share. Google itself says that its Assistant is <a href="https://searchengineland.com/google-says-assistant-now-400-million-devices-289337">now on 400 million devices globally</a>, though most of this is on smartphones.</p> <img class="aligncenter size-large wp-image-289921" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM-800x366.png" alt="" width="800" height="366" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM-800x366.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM-600x275.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM-768x351.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.51.20-AM.png 1331w" sizes="(max-width: 800px) 100vw, 800px" /> <p>NPR created a dayparting graphic of the smart speaker functions most commonly utilized and time slots during the day. It&#8217;s a broad and diversified mix, though actions/skills discovery remains a problem on both Google Home and Alexa devices. People are not entirely sure about all the things smart speakers can do, and there&#8217;s no great discovery mechanism right now.</p> <p>As you can see, some of the usage is search-like and informational, some is entertainment-oriented and some is transactional.</p> <img class="aligncenter size-large wp-image-289920" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM-800x281.png" alt="" width="800" height="281" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM-800x281.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM-600x211.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM-768x270.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Screen-Shot-2018-01-17-at-10.53.13-AM.png 1385w" sizes="(max-width: 800px) 100vw, 800px" /> <p>There is a range of findings in the market around purchase behavior: how many have bought items using the devices and what they&#8217;ve purchased. But whatever study you consult, you&#8217;ll find that users are buying things (and researching products) through these devices. According to the NPR survey, respondents said they have:</p> <ul> <li>added an item to their cart so they could review it later for purchase &#8212; 31 percent.</li> <li>researched an item they might want to purchase &#8212; 29 percent.</li> <li>reordered an item they have previously purchased &#8212; 22 percent.</li> <li>ordered a new product they have not previously purchased &#8212; 22 percent.</li> </ul> <p>Perhaps it&#8217;s obvious, but it&#8217;s also important to point out that Amazon is the most common beneficiary of this behavior, given the company&#8217;s device market share and its position as the default e-commerce solution on Alexa.</p> <p>Another important finding for marketers is that &#8220;43 percent of Smart Speaker owners would be interested in using skills from companies or brands they follow on social media.&#8221;</p> <p>The brand and commerce implications of these devices are immediately clear. And unlike other new technologies, which saw huge hype but disappointing sales to date (e.g., wearables and VR), smart speakers are quickly becoming a fixture in US homes.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/survey-smart-speaker-ownership-steals-time-smartphones-tv-radio-289916">Survey: Smart speaker ownership steals time from smartphones, TV, radio</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> FAQs on new Google Speed Update: AMP pages, Search Console notifications & desktop only pages https://searchengineland.com/faqs-new-google-speed-update-amp-pages-search-console-notifications-desktop-pages-289929 Search Engine Land urn:uuid:ea6e1cf3-8ade-3afb-f1b6-7cfae286be39 Wed, 17 Jan 2018 20:01:36 +0000 <p>A page with AMP but a slow canonical URL will not be impacted by this update, assuming the AMP URL is not slow, Google told us.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/faqs-new-google-speed-update-amp-pages-search-console-notifications-desktop-pages-289929">FAQs on new Google Speed Update: AMP pages, Search Console notifications &#038; desktop only pages</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="alignnone size-large wp-image-238209" src="https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-fast-speed-travel-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-fast-speed-travel-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-fast-speed-travel-ss-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google has just announced its latest algorithm update, named the <a href="https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904">Speed Update</a>, that will be launching in July of this year. We asked Google several questions about this update, including how this impacts desktop pages, whether pages with AMP URLs but slow canonical URLs will be impacted, if webmasters will get Search Console notifications and more.</p> <p>Here are the questions and answers from a Google spokesperson:</p> <p><strong>1. Are you still going to be using the desktop speed factor for the desktop index?</strong><br /> Correct, no changes to announce for desktop.</p> <p><strong>2. With the mobile-first index, will desktop rankings use mobile page speed and not use desktop page speed?</strong><br /> No, this change is about the mobile search results. As mentioned in our mobile-first indexing blog post, while our index will be built from mobile documents, we&#8217;re going to continue to build a great search experience for all users, whether they come from mobile or desktop devices.</p> <p><strong>3. What about the sites that get the <a href="https://searchengineland.com/google-pagespeed-insights-now-uses-real-data-chrome-browser-users-289583">&#8220;unavailable&#8221; message</a> in the PageSpeed Insights report? How do they properly prepare for this? </strong><br /> Developers are encouraged to think broadly about how performance affects a user’s experience of their page and to consider a variety of user experience metrics. We encourage developers to use all the tools that make sense to them.</p> <p>PageSpeed Insights uses data from the Chrome User Experience Report. For sites that are not in the Chrome User Experience Report data set, we recommend using Lighthouse to evaluate the performance of a page.</p> <p><strong>4. Can you give us a percentage of queries impacted by this?</strong><br /> This will affect a small percentage of queries.</p> <p><strong>5. Will there be a significant drop in ranking if the site is impacted?</strong><br /> Speed is just one of many signals that are used to rank pages. Keep in mind that intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.</p> <p><strong>6. Will there be a notification of some sort in Google Search Console, or it is completely algorithmic? </strong><br /> This is completely algorithmic. There is no tool that directly indicates whether a page is affected by this new ranking factor.</p> <p><strong>7. Is it using the same data you use in the PageSpeed Insights tool? The Chrome User Experience Data?</strong><br /> The intent of the signal is to improve the user experience on search. While we can’t comment on the types of data, we encourage developers to think broadly how about performance affects a user’s experience of their page and to consider a variety of user experience metrics when improving their site.</p> <p><strong>8. What if the site has AMP URLs but the canonical URLs are super slow? How does a site with AMP get impacted by this? </strong><br /> The same standard is applied to all pages, regardless of the technology used to build the page. The goal of this change is to improve the search user experience. In this example, since users from Search would be seeing an AMP page, the speed of the AMP page would be taken into account. However, if a page built with AMP provides a slow experience to users, it may also rank lower in the results.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/faqs-new-google-speed-update-amp-pages-search-console-notifications-desktop-pages-289929">FAQs on new Google Speed Update: AMP pages, Search Console notifications &#038; desktop only pages</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> What Does a Financial Advisor Do? https://www.nerdwallet.com/blog/investing/what-does-a-financial-advisor-do/ NerdWallet urn:uuid:e21d7c74-d1c4-1d15-7ea5-2c559b9d4084 Wed, 17 Jan 2018 19:37:55 +0000 For many people, embarking on an investment journey means playing the roles of captain, navigator and rower simultaneously. Juggling those duties can be overwhelming, especially for people who don’t have… <p>For many people, embarking on an investment journey means playing the roles of captain, navigator and rower simultaneously. Juggling those duties can be overwhelming, especially for people who don’t have their investing sea legs yet. Instead of flailing about in unfamiliar waters, welcome a financial advisor aboard to ensure your investing goals stay on course....</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/blog/investing/cryptocurrency-7-things-to-know/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=482188" title="Cryptocurrency for Beginners: 7 Questions to Ask" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Cryptocurrency for Beginners: 7 Questions to Ask</a></li> <li><a href="https://www.nerdwallet.com/blog/investing/how-a-roth-ira-works/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=482188" title="How Does a Roth IRA Work?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How Does a Roth IRA Work?</a></li> <li><a href="https://www.nerdwallet.com/article/best-financial-move-also-best-environment/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=482188" title="Your Best Financial Move Is Also Best for the Environment" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Your Best Financial Move Is Also Best for the Environment</a></li> </ul></div> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Anna-Louise Jackson is a writer at NerdWallet. Email: ajackson@nerdwallet.com. Twitter: @aljax7. </p> </aside></div> </div><span data-post-id="482188"></span> 32 Ways Your Ecommerce Company Can Boost Engagement and Sales https://blog.kissmetrics.com/32-ways-your-ecommerce-company-can-boost-engagement-and-sales/ The KISSmetrics Marketing Blog urn:uuid:df507199-1eb1-6cf0-622c-cc17911af02d Wed, 17 Jan 2018 18:14:45 +0000 The ecommerce customer is a moving target. I mean that in more than one way: Online behaviors and buying preferences evolve constantly. Customers jump around relentlessly from apps, to messaging platforms, to social sites and websites. They’re mobile. How do you woo these “moving targets” into engaging with your ecommerce promotions, opting into your offers, [&#8230;] <p>The ecommerce customer is a moving target. I mean that in more than one way:</p> <ul> <li> Online behaviors and buying preferences evolve constantly.</li> <li> Customers jump around relentlessly from apps, to messaging platforms, to social sites and websites.</li> <li> They’re mobile.</li> </ul> <p>How do you woo these “moving targets” into engaging with your ecommerce promotions, opting into your offers, and buying your products?<br /> Your marketing and media needs to “move” them.<br /> You experiment with a variety of ecommerce promotion ideas available to you now. We’ll run through a heap of them and hopefully offer a few you might want to try to build your audience and boost sales.</p> <h3>1. Offer coupons and discounts</h3> <p>Coupons have always been a staple in retail promotions so we need not question their power.<br /> However, in the digital shopping realm, coupons play a role beyond simply providing a purchase incentive. They act as bait to hook new email subscribers. Of course, you’ll follow-up with subscribers, so consider expanding your portfolio of coupons to create specific subscriber segments that will receive relevant offers.<br /> You can offer coupons explicitly for product purchases, but may also find coupons marry well with offers to receive newsletters and useful downloadable content.</p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/e_commerce_discount_popup_homepage.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/e_commerce_discount_popup_homepage.png" alt="" class="alignnone size-full wp-image-34757" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/e_commerce_discount_popup_homepage.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/e_commerce_discount_popup_homepage-300x209.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="https://www.glassesusa.com/" target="_blank">Image Source</a></center></em><br /> Your options for delivering coupons are many. GlassesUSA gets right to it by presenting a huge discount for first time buyers on their home page via a popup that “greys-out” the page until you respond. </p> <h3>2. Offer eBooks and other lead magnets</h3> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/conversion_rates_online_shoppers.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/conversion_rates_online_shoppers.png" alt="" class="alignnone size-full wp-image-34754" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/conversion_rates_online_shoppers.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/conversion_rates_online_shoppers-300x215.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="https://www.statista.com/statistics/439576/online-shopper-conversion-rate-worldwide/" target="_blank">Image Source</a></center></em><br /> The <a href="https://www.statista.com/statistics/439576/online-shopper-conversion-rate-worldwide/" target="_blank">average online conversion rate</a> for ecommerce shoppers hovers between 2% and 3%. At least 97% bail on you. However, a failed attempt to capture a sale doesn’t mean you can&#8217;t capture email addresses.<br /> In a <a href="https://blog.kissmetrics.com/how-saas-marketing-is-different/" target="_blank">Kissmetrics post that explains how SaaS marketing differs</a> from other types of marketing, Neil Patel writes, “If you are a B2B SaaS marketer, think of yourself in different terms from mere ‘marketer.’ Think of yourself as an industry savant — the one who possesses and dispenses information.”<br /> While blog content helps attract traffic, one of your content marketing goals should be to convert the traffic into subscribers. Offer <a href="http://feldmancreative.com/2016/05/what-is-a-lead-magnet/" target="_blank">eBooks and other lead magnets</a> such as checklists, mini-courses, templates, tools, and more to motivate visitors to give you their email addresses.<br /> Think value. Think relevance. What can you offer to help a prospective customer solve a problem? Think of your lead magnet offer as something so valuable it’s worth paying for—then deliver it free. </p> <h3>3. Offer a loyalty program</h3> <p>You not only want customers to buy your products; you want them to <em>keep buying</em>.<br /> Ecommerce brands accomplish this by making their best customers feel valued. Do so by giving them valuable rewards through a customer loyalty program.<br /> Create a loyalty program that offers customers an incentive to buy more often or spend more on their purchases. Loyalty programs can take any number of forms, but generally feature a system whereby points are accumulated that build increased buying power.<br /> You might also consider loyalty programs that reward buyers for doing things beyond buying such as writing reviews, sharing your pages and posts, and submitting photos.</p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/loyalty_program_example.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/loyalty_program_example.png" alt="" class="alignnone size-full wp-image-34761" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/loyalty_program_example.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/loyalty_program_example-300x78.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="https://www.purehockey.com/" target="_blank">Image Source</a></center></em><br /> <em>The first feature on the Pure Hockey homepage is information about their “Pure Rewards” program that aims to deliver bonus buying power to loyal customers. </em></p> <h3>4. Host giveaways</h3> <p>People love free stuff. Create buzz about your brand with giveaways.<br /> Promoting giveaways on your website and via social media puts your brand in front of new eyes and grows your email list.</p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/giveaway_example.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/giveaway_example.png" alt="" class="alignnone size-full wp-image-34760" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/giveaway_example.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/giveaway_example-300x265.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a></p> <p><center><em><a href="https://gingerheatmusclerub.pgtb.me/k6Kh69" target="_blank">Image Source</a></center></em></p> <p><em>A simple giveaway by Ginger Heat Muscle Rub encourages participants to “Like” the brand on Facebook and enter to win free product samples.</em></p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/mixed_hues_12_day_giveaway.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/mixed_hues_12_day_giveaway.png" alt="" class="alignnone size-full wp-image-34764" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/mixed_hues_12_day_giveaway.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/mixed_hues_12_day_giveaway-300x193.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center></em><a href="https://1.shortstack.com/nJ5H4B" target="_blank">Image Source</a></center></em><br /> <em><br /> A holiday giveaway hosted by Mixed Hues offers prizes for 12 days and delivers a discount just for entering to make everyone a winner. </em><br /> The examples of giveaways shown above were created with <a href="https://www.shortstack.com/templates/" target="_blank">templates from ShortStack</a>, a platform that makes it easy to create an immense variety of ecommerce promotions. </p> <h3>5. Conduct contests</h3> <p>Instagram and <a href="https://www.shortstack.com/blog/create-facebook-contest/" target="_blank">Facebook contests</a>—or contests you promote on any social network or channel—are one of the best ways for ecommerce brands to generate awareness, build community, drive traffic and boost sales.<br /> Best practices for conducting social media contests include:</p> <ul> <li>Create a unique hashtag for the promotion.</li> <li>Create an image or video to announce your contest.</li> <li>Create example posts to inspire users.</li> <li>Use a moderation tool.</li> <li>Secure legal rights to re-use user-generated content.</li> <li>Display the curated posts in a gallery on your website and social channels.</li> <li>Adhere to the rules of the network and publish the policies of the contest.</li> </ul> <h3>6. Create a challenge</h3> <p>I stumbled into a fun tactic while researching this article and found it to be a powerful idea: create a challenge. Those that join it share a common cause. They’ll welcome your ideas, are likely to share your content, and may consider purchasing your products. </p> <p>At the very least, they’ll experience a memorable, personalized experience with your brand. </p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/create_a_challenge_to_increase_engagement.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/create_a_challenge_to_increase_engagement.png" alt="" class="alignnone size-full wp-image-34755" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/create_a_challenge_to_increase_engagement.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/create_a_challenge_to_increase_engagement-300x163.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="https://www.texturemedia.com/no-sugar-challenge?__hstc=61383731.63617a757c1a428d9822a3bd1da3eff4.1515364311333.1515364311333.1515364311333.1&#038;__hssc=61383731.6.1515364311334&#038;__hsfp=197054409" target="_blank">Image Source</a></center></em><br /> <em>NaturallyCurly invited customers and fans to its “No sugar challenge.” Joining means opting in for email updates. What a great way to create a bond between a brand and its fans.</em> </p> <h3>7. Cross-sell</h3> <p>A post on the SEMRush blog wisely recommends focusing on <a href="https://www.semrush.com/blog/16-awesome-tricks-to-boost-ecommerce-sales/" target="_blank">cross-selling your products</a> to increase sales. They offer as an example, a customer that has purchased a mobile phone being offered a screen guard or case.<br /> It shouldn’t be difficult for you to think of practical cross-selling opportunities to offer your buyers that will add value to their purchase and dollars to your cash register. </p> <h3>8. Up-sell</h3> <p>Upselling works too. In fact, <a href="https://econsultancy.com/blog/8632-up-selling-is-20-times-more-effective-than-cross-selling-online" target="_blank">Econsultancy says</a> it works 20X better than cross-selling.<br /> See, buyers often don’t know a superior product is available. Chances are some of the products you offer are closely related to premium versions. Set-up your store to upsell and keep in mind:</p> <ul> <li>The suggested product must fit the original needs of the customer.</li> <li>Price sensitivity is bound to be an issue, so be clear about the benefits of upgrading.</li> </ul> <h3>9. Showcase top sellers</h3> <p>Ask a food server what their favorite dish is and they’re likely to respond with, <em>“Our most popular pasta dish is the…”</em> or… <em>“If you’re really hungry, everyone really loves the…”</em> — or something like that. </p> <p>The suggested item might be something they’re known for, can prepare most easily, or profit the most from. Many restaurants spare you from having to ask by highlighting their most popular menu items on the menu.<br /> Ecommerce companies can do the same.<br /> It’s human nature to go with the crowd. Also, buyers value direction. Show them your best sellers, or best sellers in specific categories. You’ll reduce overwhelm, and accelerate sales. </p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/popular_items_on_ecommerce_site.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/popular_items_on_ecommerce_site.png" alt="" class="alignnone size-full wp-image-34767" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/popular_items_on_ecommerce_site.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/popular_items_on_ecommerce_site-300x118.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="https://www.nuttysquirrelgames.com/" target="_blank">Image Source</a></center></em><br /> <em>Imagine knowing little or nothing about games, but you’re shopping for a gift. You’d welcome suggestions to buy the most popular games. Nutty Squirrel Games gets it and helps with this smart form of suggestive selling.</em> </p> <h3>10. Create interactive assistants</h3> <p>Buyers value when online stores provide insights and advice to help make more informed decisions. Enter the vast array of interactive content tools such as assessments, configurators, chatbots and recommendation engines.<br /> Tools such as these enable you to walk the customer through a series of questions and deliver recommendations based on the answers—like a helpful salesperson would do.<br /> While your online tool helps prospects and customers determine their priorities and preferences, it also helps you gather useful data, which might drive sales in the moment, or later, when the data is used to personalize your subsequent communications. </p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/flavor_generator.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/flavor_generator.png" alt="" class="alignnone size-full wp-image-34758" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/flavor_generator.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/flavor_generator-300x217.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="http://contentmarketinginstitute.com/wp-content/uploads/2017/09/Hello-Fresh-600x435.png" target="_blank">Image Source</a></center></em><br /> <em>The “Flavour Generator” from Hello Fresh is a great example of a simple assessment tool. It’s designed to inspire cooking ideas, which clearly aligns with the brand’s recipe box products. </em></p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/warby_parker_find_glasses_quiz.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/warby_parker_find_glasses_quiz.png" alt="" class="alignnone size-full wp-image-34773" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/warby_parker_find_glasses_quiz.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/warby_parker_find_glasses_quiz-300x195.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="https://www.warbyparker.com/" target="_blank">Image Source</a></center></em></p> <p><em>Help yourself to the quiz offered on the Warby Parker homepage and after answering five quick questions the site suggests frames that fulfill your preferences and offers to send them to you to try-on.</em> </p> <h3>11. Create video demonstrations</h3> <p>Images obviously help sell products, but are merely par for the course. You can boost sales of new, featured, or popular items by creating short promotional or review videos.</p> <p>Test the idea with just a few items and measure the impact to help establish if the investment in creating video pays. If you discover videos generate sales you can expand the program with more videos and experiment with different approaches to video production and different types of videos. </p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/michael_kors_video_demo.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/michael_kors_video_demo.png" alt="" class="alignnone size-full wp-image-34763" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/michael_kors_video_demo.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/michael_kors_video_demo-300x200.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="http://www.watchshop.com/jewellery/ladies-michael-kors-pvd-gold-plated-hinged-bangle-mkj5976710-p99998511.html" target="_blank">Image Source</a></center></em><br /> <em>A number of products offered on WatchShop present shoppers with the option to watch short product videos. </em> </p> <h3>12. Highlight risk reducers</h3> <p>Your homepage likely features “risk reducers,” that is, notices that help overcome objections and give buyers greater peace of mind, such as:</p> <ul> <li>Free shipping</li> <li>Fast delivery</li> <li>Money back guarantees</li> <li>Free returns</li> <li>Transaction security</li> </ul> <p>However, many visitors will arrive directly on product pages and not see your homepage. Make certain your most important risk reduction messages are also displayed in at least one prominent place on product pages. Test the messaging, design and page layout to determine what works best.</p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/yoursupers_banner_example.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/yoursupers_banner_example.png" alt="" class="alignnone size-full wp-image-34775" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/yoursupers_banner_example.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/yoursupers_banner_example-300x175.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="https://yoursuper.com/collections/your-superfoods/products/detox-pack" target="_blank">Image Source</a></center></em><br /> <em>A product page on YourSuper reminds would-be buyers of its shopper-friendly policies on a sticky header bar and in another prominent element beside the call to action. </em></p> <h3>13. Present product plugs (testimonials, reviews, etc.)</h3> <p>I can’t decide whether to say it’s a good idea to include user reviews to boost sales or it’s a bad idea to exclude them. Both are true and it’s probably fair to say, thanks to Amazon, buyers expect to find them.<br /> Standard ecommerce product review systems are useful, however, those that include photos and/or videos that embellish the customer stories are even more convincing. </p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/customer_reviews_example.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/customer_reviews_example.png" alt="" class="alignnone size-full wp-image-34756" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/customer_reviews_example.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/customer_reviews_example-300x82.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="https://shop.naturallycurly.com/camille-rose-naturals-curl-maker-marshmallow-and-agave-leaf-extract-12-oz/#product-tab-reviews" target="_blank">Image Source</a></center></em></p> <h3>14. Provide wishlists</h3> <p>Ecommerce experts at Big Commerce claim that <a href="https://www.bigcommerce.com/ecommerce-answers/what-are-wish-lists-and-why-are-they-important/" target="_blank">offering shoppers a wish list</a> is an effective way to reduce shopping cart abandonment and fulfill sales from customers who showed intent but didn&#8217;t end up purchasing. They add that wishlists:</p> <ul> <li>Give customers who aren’t ready to order an easy reminder system when they return</li> <li>Enable merchants to measure product interest</li> <li>Are helpful to shoppers that are buying gifts</li> <li>Encourage users to sign up for an account </li> </ul> <p>Would-be buyers will often forget about their wishlists, so send friendly reminder emails to inspire customers to complete their purchase.</p> <h3>15. Present trust badges</h3> <p>Customers often dropout of a purchase process when they have concerns about the security of their payment. Address this challenge by including one or more “trust badges” on your checkout page to convince customers the process is safe and secure.</p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/trust_badges.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/trust_badges.png" alt="" class="alignnone size-full wp-image-34771" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/trust_badges.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/trust_badges-150x150.png 150w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/trust_badges-300x300.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="https://monetizepros.com/wp-content/uploads/2014/01/TrustBadges.png" target="_blank">Image Source</a></center></em></p> <h3>16. Present user-generated content</h3> <p>“Hype up engagement,” is a piece of <a href="https://blog.kissmetrics.com/plan-your-ecommerce-promotion/" target="_blank">ecommerce promotion advice from a Kissmetrics post</a>. The post featured this insight from of Dan Wang of Shopify:<br /> “User-generated photos are a great way to generate social proof. Prospective customers see that your products are regularly being purchased by people just like them, and feel more comfortable doing something that others are doing.”</p> <p><a href="https://blog.kissmetrics.com/wp-content/uploads/2018/01/gentlefawn_user_generated_content.png"><img src="https://blog.kissmetrics.com/wp-content/uploads/2018/01/gentlefawn_user_generated_content.png" alt="" class="alignnone size-full wp-image-34759" srcset="https://blog.kissmetrics.com/wp-content/uploads/2018/01/gentlefawn_user_generated_content.png 600w, https://blog.kissmetrics.com/wp-content/uploads/2018/01/gentlefawn_user_generated_content-300x123.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></a><br /> <center><em><a href="http The Google Speed Update: Page speed will become a ranking factor in mobile search https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904 Search Engine Land urn:uuid:42a06d80-b2e3-55a3-2594-20d8a24f726c Wed, 17 Jan 2018 17:30:05 +0000 <p>Starting in July 2018, Google will finally use mobile page speed as a ranking in their mobile search results.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904">The Google Speed Update: Page speed will become a ranking factor in mobile search</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="size-large wp-image-238206 aligncenter" src="https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-speed-fast-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-speed-fast-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/12/google-amp-speed-fast-ss-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google today announced a new ranking algorithm designed for mobile search. The company is calling it the &#8220;Speed Update&#8221; and it will only impact a small percentage of queries, Google reiterated to us. Only pages that &#8220;deliver the slowest experience to users&#8221; will be impacted by this update, the company says.</p> <p>The update goes live in July 2018, so webmasters have time to prepare their web pages.</p> <p>Google <a href="https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html">recommends</a> you use the new <a href="https://searchengineland.com/google-pagespeed-insights-now-uses-real-data-chrome-browser-users-289583">updated PageSpeed report</a> and tools like <a href="https://developers.google.com/web/tools/lighthouse/">LightHouse</a> to measure page speed and make improvements.</p> <p>Google&#8217;s Zhiheng Wang and Doantam Phan wrote:</p> <blockquote><p>The “Speed Update,” as we’re calling it, will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.</p></blockquote> <p>The issue with the PageSpeed Insights report is that, because it&#8217;s using data from the Chrome Browser, it <a href="https://searchengineland.com/google-pagespeed-insights-now-uses-real-data-chrome-browser-users-289583">doesn&#8217;t have enough data to reliably measure smaller sites</a>, so the speed portion of the report is unavailable for those users. Optimization scores are still available, but that&#8217;s not enough to allow sites to tell if they have slow pages or not.</p> <p>Back in 2010, Google said <a href="https://searchengineland.com/google-now-counts-site-speed-as-ranking-factor-39708">page speed was a ranking factor</a> but it &#8220;was focused on desktop searches&#8221; only. Now, in July 2018, it will look at how fast your mobile pages are and use that as a ranking factor in mobile search. Google has been promising to look at <a href="https://searchengineland.com/google-says-page-speed-ranking-factor-use-mobile-page-speed-mobile-sites-upcoming-months-250874">mobile page speed</a> for years now and it is finally coming.</p> <p>It&#8217;s not yet clear whether these ranking factors will also be applied to desktop searches, but we&#8217;re checking with Google and will update when we receive additional information.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904">The Google Speed Update: Page speed will become a ranking factor in mobile search</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> The technology behind AI in PPC https://searchengineland.com/technology-behind-ai-ppc-289777 Search Engine Land urn:uuid:8b591bba-ac1f-b86c-89ef-e69e53dfd62b Wed, 17 Jan 2018 16:47:16 +0000 <p>Artificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick Vallaeys explains the technology, its evolution in recent years, and what's next for AI in paid search.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/technology-behind-ai-ppc-289777">The technology behind AI in PPC</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-287357" src="https://searchengineland.com/figz/wp-content/seloads/2017/11/human-robot-ai-machine-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/11/human-robot-ai-machine-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2017/11/human-robot-ai-machine-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/11/human-robot-ai-machine-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>I believe artificial intelligence (AI) will be a key driver of change in PPC in 2018 as it leads to more and better PPC intelligence.</p> <p>So far, I’ve discussed the <a href="https://searchengineland.com/ppc-agencies-will-play-4-roles-automation-takes-287059">roles humans will play</a> when PPC management becomes nearly fully automated and <a href="https://searchengineland.com/6-ways-ad-agencies-can-thrive-ai-first-world-288703">six strategies</a> agencies can take to future-proof their business. In this final post on the state of AI in PPC, I’ll cover the technology of AI.</p> <h2>Why AI took years to matter to PPC</h2> <p>AI has been around since 1956, and PPC has existed since the late 1990s. So why did it take until now for AI&#8217;s role in paid search to become such a hot topic in our industry?</p> <p>It’s because we’ve recently hit an inflection point where, due to the exponential nature of technological advances, we’re now seeing improvements that used to take years happen in weeks.</p> <p>What’s driving this is the exponential growth explained by Moore’s Law, the principle that computing power doubles approximately every 18 months. The outcome of exponential growth is hard for humans to grasp, so let me give an example that doesn’t involve computing speeds since those can be a bit too conceptual. Instead, let’s apply this doubling of speed to cars, where we can more easily understand how it impacts the distances we travel and how quickly we get somewhere.</p> <p>Imagine if the first car, invented by Karl Benz in 1885 with a top speed of about 10 mph, was doubling its speed every 18 months. In 1885, we could have driven that car across a typical town in an hour. After 27 times doubling its speed (the same number of times the microchip has doubled its speed since it was invented), we could have gone to the sun in about 4 minutes. And less than 18 months later, it would take just about 2 hours to travel to Neptune, the farthest planet in our solar system. (Voyager 2 did that same trip in about 12 years.)</p> <p>Because computing speed has already doubled 27 times, every extra doubling leads to new capabilities that are beyond imagination.</p> <h2>What exponential growth means for PPC</h2> <p>So, if we&#8217;ve reached the point of PPC automation today where humans and computers are about equally good, consider that the pace of technological improvement makes it possible for the machines to leave humans in the dust later this year. That’s why it’s worth thinking about the <a href="https://searchengineland.com/ppc-agencies-will-play-4-roles-automation-takes-287059">roles humans will play in the future of PPC</a>.</p> <p>And just like the first car is not the right vehicle for a flight to Neptune, the tools you used to manage AdWords a few years ago may no longer be the ones that make sense for managing AdWords today. So let’s take a look at what AI is doing to PPC tools.</p> <h2>The technologies driving PPC intelligence</h2> <p>Just like you want to know what your employees are capable of by interviewing them before hiring them, you should understand a technology’s capabilities (and limits) before adding it to your toolkit. So let’s see how artificial intelligence works in PPC.</p> <h3>PPC intelligence through programmed rules</h3> <p>Before the advent of AI as a research field in 1956, you could make a machine appear “intelligent” by programming it to deliver specific responses to a large number of scenarios. But that form of AI is very limited because it can’t deal with edge cases, of which there are invariably many in the real world.</p> <p>In PPC, this would be akin to using <a href="https://support.google.com/adwords/answer/2497710?hl=en">Automated Rules</a> to write rules for every possible scenario an account might encounter. Rules are great for covering the majority use cases, but the real world is messy, and trying to write rules for every scenario is simply impossible.</p> <h3>PPC intelligence through symbolic representations</h3> <p>Between the 1950s and 1980s, AI evolved into using symbolic systems to be able to take heuristic shortcuts like humans do. By framing problems in human readable form, it was believed the machines could make logical deductions.</p> <p>Here’s a PPC problem: you’re adding a new keyword, but you don’t know the right bid to set because there is no historical data for it. By teaching the machine concepts like campaigns and keywords and how these relate to each other, we are providing it with the same heuristics we use to make reasonable guesses.</p> <p>So the system can now automate bid management and might set a similar bid to other keywords in the campaign because it knows that campaigns tend to have keywords that have something in common.</p> <h3>PPC intelligence through statistical learning methods</h3> <p>The type of AI that is responsible for a lot of success in PPC today is based on statistics and machine learning to categorize things. Quality Score (QS) is a great example; Google looks at historical click behavior from users and uses machine learning to find correlations that help predict the likelihood of a click or a conversion.</p> <p>By having a score for how likely it is that each search will translate into a conversion, automated bidding products like those offered inside AdWords can “think” through many more dimensions (like geo-location, hour of day, device, or audience) that might impact the likelihood of a conversion than a person could.</p> <p>Thanks to the massively increased computing power available today, these systems can also consider interactions across dimensions without getting “overwhelmed&#8221; by the combinatorial nature of the problem.</p> <h2>What’s next for artificial intelligence</h2> <p>AI systems getting a lot of attention today, like AlphaGo Zero, are no longer dependent on structured data and can become &#8220;intelligent&#8221; without being &#8220;constrained by the limits of human knowledge,&#8221; as <a href="http://www.telegraph.co.uk/science/2017/10/18/alphago-zero-google-deepmind-supercomputer-learns-3000-years/">explained</a> by DeepMind CEO Demis Hassabis.</p> <p>The team created the AlphaZero algorithm using reinforcement learning so that it could learn to win other games besides AlphaGo. They <a href="https://arxiv.org/abs/1712.01815">claimed</a> that by the end of 2017, this algorithm had learned to best humans in other games like chess and shogi in less than 1 day &#8212; a huge leap forward in AI.</p> <p>Reinforcement learning uses massive computing power to run lots of simulations until it starts to recognize actions that lead to desirable outcomes. It can be applied to games because there is a clear outcome of &#8220;winning&#8221; or &#8220;losing.&#8221; When Google figures out what it means to win or lose in the game of AdWords, I bet we’ll see a huge acceleration in improvements of their automation tools.</p> <h2>Build your own PPC intelligence</h2> <p>There are a lot of tools available to automate your PPC work, and multiple third-party vendors are starting to use AI and ML to provide stronger recommendations. But there are also many free <a href="https://searchengineland.com/ppc-2017-year-in-review-google-bing-trends-288395">tools</a> from AdWords that are getting better every day thanks to advances in AI, like Portfolio Bid Strategies, Custom Intent Audiences, optimized ad rotation, etc.</p> <p>For those willing to invest in connecting their own business data to AdWords and AI, I’m a big fan of prototyping solutions with <a href="https://searchengineland.com/library/google/google-adwords/adwords-scripts">AdWords Scripts</a> because they provide a lot of customizability without requiring a lot of engineering resources. Unfortunately, simple scripts you write will fall into the weakest category of AI, where PPC intelligence is achieved through hard-coded rules.</p> <p>But when you get a bit more advanced in your scripting abilities, you can use <a href="https://cloud.google.com/ml-engine/">Google Cloud Machine Learning Engine</a> to start enhancing your own automations with modern machine learning techniques.</p> <p>The benefit of an out-of-the box solution like this is that you don’t need to learn many types of different models. But that’s also the downside because you won’t get total control over how you set criteria and thresholds to get results that are usable. Our team at Optmyzr tried several ready-made systems but eventually decided that we needed more power &#8212; so we’re building our own AI.</p> <h2>Conclusion</h2> <p>I believe there are three pillars for being a successful PPC marketer in a world where AI takes over and I’ve now touched on each pillar in my recent posts:</p> <ol> <li>Be ready for the new <a href="https://searchengineland.com/ppc-agencies-will-play-4-roles-automation-takes-287059">roles</a> humans will play</li> <li>Have a plan for your business, and especially focus on having the best <a href="https://searchengineland.com/6-ways-ad-agencies-can-thrive-ai-first-world-288703">process</a> for leveraging AI.</li> <li>Understand the technology so you can spot opportunities faster.</li> </ol> <p>Over the coming months, I will share my own experiences with AI so advertisers ready to take the plunge will have a better understanding of what is involved in building successful companies that leverage the latest state of the art in technology, computation, and statistics.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/technology-behind-ai-ppc-289777">The technology behind AI in PPC</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Bizarre review schema implementation spotlights gaps between Google’s guidelines & how rich results really work https://searchengineland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-289691 Search Engine Land urn:uuid:10ff57ca-9406-7d3d-594f-8a79ef61ab08 Wed, 17 Jan 2018 15:16:15 +0000 <p>Google has made its review markup guidelines fairly clear and has even issued penalties to sites that utilize spammy or misleading structured data markup. But columnist Andrew Shotland points out that many sites are still violating these guidelines, intentionally or unintentionally.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-289691">Bizarre review schema implementation spotlights gaps between Google’s guidelines &#038; how rich results really work</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-236521" src="https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/11/google-stars-reviews-rankings7-ss-1920-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Review snippets, in which review stars appear next to your SERP listing, have long been among the most coveted <a href="https://searchengineland.com/google-launches-new-rich-results-testing-tool-rebranding-288610">rich results</a> sought out by SEOs. Unfortunately, the pursuit of these review snippets over the years led to a lot of abuse &#8212; webmasters and SEOs would attempt to gain the rich result by implementing deceptive structured data on their web pages.</p> <p>Eventually, Google started to crack down on structured data manipulation by issuing <a href="https://searchengineland.com/guide/google-penalties/incorrect-structured-data">manual actions</a> (i.e. penalties) in Google Search Console. Since then, we have seen a wide variety of problems with rating and review schema &#8212; many of which were quite unintentional.</p> <p>For example, a client of ours was displaying reviews from a third-party review service on their site, in addition to their own native reviews. The deal required that the third-party reviews be hidden from Google, but the client’s site displayed the total review count and aggregate review score as the sum of their reviews plus their partner’s reviews.</p> <p>Since Google couldn’t see the partner reviews, it issued a manual action, which we guessed was for supposedly inflating the review count. Once we changed the review count to count only the client’s reviews, the manual action was lifted, even though this was now potentially confusing to users who could see all of the reviews, including the partner’s.</p> <h2>Review management companies can create issues</h2> <p>As more and more companies have begun to focus on cultivating customer reviews, the industry has seen a huge increase in review management companies, whose general purpose is to help companies obtain and manage customer reviews.</p> <p>Of course, with the growth of customer review management services, there are now a wide variety of review markup implementation systems, many with their own special way of doing things. And while it can be great to utilize review management services, you need to be careful that their way of handling reviews doesn&#8217;t conflict with Google&#8217;s guidelines, which could lead to a manual action being taken against your site.</p> <p>For example, I was recently in the market for a tank sprayer, and I came across this Lowe’s URL as the #1 result for “tank sprayers”:</p> <img class="has-border aligncenter wp-image-289698 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP-800x187.png" alt="" width="800" height="187" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP-800x187.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP-600x140.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP-768x180.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Tank_Sprayers_SERP.png 911w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Rather than a page for a specific product, what you&#8217;re looking at above is a category page result. So according to Google, the Lowe’s Tanks Sprayers category has a 3.5 rating and 244 reviews. Except it really doesn’t, because nobody reviews categories.</p> <p>Google is fairly explicit that category review markup is against its guidelines. From its list of <a href="https://developers.google.com/search/docs/data-types/review#review-snippet-guidelines">Review Snippets Guidelines</a>:</p> <blockquote><p><em>Provide review and/or rating information about a specific item, not about a category or a list of items. For example, “hotels in Madrid,” “summer dresses,” or “cake recipes” are not specific items.</em></p></blockquote> <p>There’s also this from <a href="https://developers.google.com/search/docs/guides/sd-policies#multiple-elements-on-a-page"> Google’s Structured Data Policies</a>:</p> <blockquote><p><em>You can include multiple structured data objects on a page, as long as they describe user-visible page content. However, if you mark up one item in a list you must mark up all items; marking up just one category entity from all listed on the page is against our guidelines.</em></p></blockquote> <p>So, let’s look at what’s going on over at Lowe’s. If you go to the page, you will see that every product listed displays both an aggregate rating (# of stars) and a total review count. So far, no big deal. But let’s look at the markup on these items.</p> <p>There are three main sections of products displayed on this page:</p> <ul> <li>“Featured” results (the main list of products in the category)</li> <li>A “Top Trending in Your Store” carousel</li> <li>A “Reviews on Tank Sprayers” carousel, with the first review visible on the page load</li> </ul> <p>&nbsp;</p> <img class="has-border aligncenter wp-image-289865 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews.png" alt="" width="972" height="1305" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews.png 972w, https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews-298x400.png 298w, https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews-768x1031.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/lowes-tank-sprayers-page-reviews-447x600.png 447w" sizes="(max-width: 972px) 100vw, 972px" /> <p>&nbsp;</p> <p>All of the “Featured” results products are marked up with the following properties, among others:</p> <p>data-productreviews = the number of reviews the product has<br /> data-productrating = the aggregate star rating of the product</p> <p><em><strong>Note:</strong> productreviews and productrating are not supported property types mentioned in either <a href="”https://developers.google.com/search/docs/data-types/product”">Google’s Structured Data Gallery</a> or <a href="”http://schema.org/”"> Schema.org</a>.</em></p> <p>“Top Trending in Your Store” products have similar markup. So far, still no big deal.</p> <p>But when we look at the markup on the product in the &#8220;Reviews on Tank SPrayers&#8221; section, it tells a different story:</p> <img class="has-border aligncenter wp-image-289695 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/AggregateRatingSchema.png" alt="" width="625" height="207" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/AggregateRatingSchema.png 625w, https://searchengineland.com/figz/wp-content/seloads/2018/01/AggregateRatingSchema-600x199.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/AggregateRatingSchema-300x100.png 300w" sizes="(max-width: 625px) 100vw, 625px" /> <p>RatingValue, bestRating and reviewCount are all <a href="https://developers.google.com/search/docs/data-types/review">structured Aggregate Rating properties supported by Google</a>. If I didn’t know better, I’d say these products are either marked up with Aggregate Rating markup, or they are marked up in a way that makes it appear to Google like it could be Aggregate Rating markup.</p> <p>Additional observations:</p> <ul> <li>Not all items in the list are marked up per Google’s guidelines (although one could argue they marked up the entire list of reviewed products).</li> <li>I&#8217;m not sure these qualify as “user-visible page content.” I asked several people to look at this URL, and some never saw the review content. And the marked-up reviews hidden in the carousel are not user-visible, at least upon the initial page load.</li> </ul> <p>Again, if I didn’t know better, I’d say these Aggregate Ratings properties were implemented on this category page to try to get aggregate ratings and review snippets to appear in the SERPs attached to the category URL.</p> <p>But perhaps this was just some one-off result. Maybe I just stumbled onto a glitch? Not according to this #1 result in the SERPs for &#8220;Trendy Handbags&#8221;:</p> <img class="has-border aligncenter wp-image-289699 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP-800x181.png" alt="" width="800" height="181" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP-800x181.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP-600x136.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP-768x174.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Trendy_Handbags_SERP.png 967w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Or this one for &#8220;Baby Boy Footwear&#8221;:</p> <img class="has-border aligncenter wp-image-289696 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP-800x181.png" alt="" width="800" height="181" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP-800x181.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP-600x136.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP-768x174.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Baby_Boy_Footwear_SERP.png 975w" sizes="(max-width: 800px) 100vw, 800px" /> <p>There are likely thousands, if not millions, of results like these floating around. A simple <a href="https://www.google.com/search?q=intext:bvseo_sps&amp;num=100&amp;rlz=1C1GGRV_enUS763US763&amp;filter=0&amp;biw=1280&amp;bih=680"> intext query for some of this code</a> shows a lot of notable brands using this system.</p> <p>There are four possibilities I can think of:</p> <ol> <li>This is a violation of Google’s guidelines, and Google has somehow missed these.</li> <li>This is a violation of Google’s guidelines, and Google is, for some reason, looking the other way.</li> <li>This is a violation of Google’s guidelines, and Google is working on a solution to eliminate these snippets at scale. (If this is the case and I were a brand using this system, I’d probably be working on a Plan B.)</li> <li>This is not a violation of Google’s guidelines, and I am just tilting at windmills. (And maybe this is just sour grapes on my part as none of our clients use this system and are getting out-maneuvered by those who do – Sad!)</li> </ol> <p>Pretty much every SEO I showed this to instantly felt this was a clear violation of the guidelines. Of course, guidelines are not the law, so we are all free to do what we feel is necessary to rank well in Google.</p> <p>But if Google wants to encourage us all to play by its rules, then it should clarify why this case is or is not against its guidelines. Until it does, I will have to give Google’s structured data guidelines a ⭐★★★★.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/bizarre-review-schema-implementation-spotlights-gaps-googles-guidelines-rich-results-really-work-289691">Bizarre review schema implementation spotlights gaps between Google’s guidelines &#038; how rich results really work</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> 7 Ways to Use Instagram Video for Business https://www.socialmediaexaminer.com/7-ways-to-use-instagram-video-for-business/ Social Media Examiner urn:uuid:8ff585bc-669a-c5e9-ff8f-416a960a6463 Wed, 17 Jan 2018 11:00:54 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-video-for-business-how-to-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Wondering how to create Instagram videos that will resonate with your audience? Looking for inspiration? In this article, you&#8217;ll discover seven ways to use Instagram video to enhance your stories and timeline with engaging content. #1: Integrate Instagram Stories Video An estimated 250+ million active users view Instagram Stories every day. Because Stories content has <a class="read-more" href="https://www.socialmediaexaminer.com/7-ways-to-use-instagram-video-for-business/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/7-ways-to-use-instagram-video-for-business/">7 Ways to Use Instagram Video for Business</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> Your Best Financial Move Is Also Best for the Environment https://www.nerdwallet.com/article/best-financial-move-also-best-environment/ NerdWallet urn:uuid:b924ebd5-9fbf-e84e-4df3-3a7f1ee668d5 Wed, 17 Jan 2018 04:00:03 +0000 Sure, owning a home, driving the same car for 20 years, and forgoing daily coffee purchases can help you build wealth. But of all the financial choices you can make, the… <p>Sure, owning a home, driving the same car for 20 years, and forgoing daily coffee purchases can help you build wealth. But of all the financial choices you can make, the one with the most impact, by a long shot, is not having a child or having one fewer than planned. It also turns out to...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/article/hang-cash-let-go-2018/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=481955" title="To Hang On to More Cash, Let Go of These in 2018" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">To Hang On to More Cash, Let Go of These in 2018</a></li> <li><a href="https://www.nerdwallet.com/article/7-cool-new-gadgets-ces-2018/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=481955" title="7 Cool New Gadgets at CES 2018" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">7 Cool New Gadgets at CES 2018</a></li> <li><a href="https://www.nerdwallet.com/article/5-tips-get-back-budget-holidays/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=481955" title="5 Tips to Get Back on Budget After the Holidays" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">5 Tips to Get Back on Budget After the Holidays</a></li> </ul></div><span data-post-id="481955"></span> 10 great reasons to book your ticket NOW for SMX West! https://searchengineland.com/10-great-reasons-book-ticket-now-smx-west-289849 Search Engine Land urn:uuid:33b20a95-640a-a5eb-17c2-64cde9fb0642 Tue, 16 Jan 2018 21:44:38 +0000 <p>The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to SMX West for three days of unrivaled training alongside industry experts in a warm, welcoming environment. But that’s not the only reason to secure your seat now. In fact, here [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/10-great-reasons-book-ticket-now-smx-west-289849">10 great reasons to book your ticket NOW for SMX West!</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><img class="alignnone wp-image-288753 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West.jpg" alt="" width="1920" height="1080" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West.jpg 1920w, https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West-768x432.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/12/SMX-West-800x450.jpg 800w" sizes="(max-width: 1920px) 100vw, 1920px" />The largest gathering of the search marketing community is happening March 13-15 in San Jose, California. Search marketers from around the globe are flocking to <a href="https://marketinglandevents.com/smx/west/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">SMX West</a> for three days of unrivaled training alongside industry experts in a warm, welcoming environment.</p> <p>But that’s not the only reason to secure your seat now. In fact, here are 10 more for you to chew on.</p> <ol> <li><strong>Stay up-to-speed on the latest in search.</strong> The search marketing industry is defined by change. Honestly, between the time you read this email and Day 1 of the conference, something will change &#8212; and it could be something major. At SMX West, you’ll be trained on the most cutting-edge tactics, as well as the latest breaking news and developments. <a href="https://marketinglandevents.com/smx/west/agenda/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">View the complete agenda</a> and our special <a href="https://marketinglandevents.com/smx/west/seo-sessions/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">SEO</a>, <a href="https://marketinglandevents.com/smx/west/sem-sessions/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">SEM</a> and <a href="https://marketinglandevents.com/smx/west/retail-sessions/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">Retail</a> tracks.</li> <li><strong>Take a deep dive.</strong> Attend an SMX workshop. Choose from full-day, rock-star seminars on Google AdWords, advanced SEO, social media advertising, Google Analytics, mobile optimization, technical SEO or conversion rate optimization and A/B testing. <a href="https://marketinglandevents.com/smx/west/workshops/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">View the workshops lineup</a>.</li> <li><strong>Learn from the experts you trust.</strong> A session is only as good as its speakers, and we are proud to welcome some of the most professional, passionate and experienced <a href="https://marketinglandevents.com/smx/west/speakers/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">speakers</a> to the SMX stage. Plus, speakers are never paid to appear at our events, so you know you’ll be getting the unvarnished truth.</li> <li><strong>100 percent unbiased content.</strong> SMX West isn’t backed by a software company or digital agency. It isn’t a customer event that dabbles with the occasional search topic. Our unbiased, vendor-agnostic content is designed to do one thing: help you succeed. That’s our agenda.</li> <li><strong>Respected brands.</strong> The brands that flock to SMX are among the best. From esteemed boutiques and innovative providers to Google &#8212; they return to our <a href="https://marketinglandevents.com/smx/west/exhibitors/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">Expo Hall</a> and session rooms year after year because they know it’s worth it.<img class="aligncenter wp-image-289854 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/email_logo_garden-1.jpg" alt="" width="650" height="304" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/email_logo_garden-1.jpg 650w, https://searchengineland.com/figz/wp-content/seloads/2018/01/email_logo_garden-1-600x281.jpg 600w" sizes="(max-width: 650px) 100vw, 650px" /></li> <li><strong>All white-hat, all the time.</strong> SMX speakers are held to the highest standards when it comes to the quality of their presentations. You only learn tactics that are safe for your brand or clients. No get-rich-quick schemes that may land you in hot water with regulators, the search engines or your boss.</li> <li><strong>Diverse training.</strong> Our session format is carefully constructed to match each topic. Solo sessions offer expert-led deep dives. Panels provide a variety of viewpoints. Roundtables ditch PowerPoints when discussion is more valuable. Clinics address your specific case-by-case needs in a dedicated Q&amp;A environment.</li> <li><strong>Something for everyone.</strong> Single-track conferences can be a snooze because it’s hard to offer something for everyone. We get that. That’s why we offer multiple tracks that run simultaneously. There will always be sessions that interest you. Less yawning, more learning.</li> <li><strong>Zero-tolerance harassment policy.</strong> We proudly deliver a friendly, safe, <a href="https://marketinglandevents.com/smx/code-of-conduct/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">harassment-free conference experience</a> for absolutely everyone &#8212; attendees, speakers, sponsors, staff. No exceptions. Period.</li> <li><strong>Exceptional amenities.</strong> Our team works hard to make SMX as pleasant as it is productive. Top-shelf amenities are always included with your All Access registration: full breakfasts and hot lunches, built-in recharge and refreshment breaks and complimentary WiFi, to name a few.</li> </ol> <p>Coming to a conference is an investment. You put a lot in and deserve to get a lot out. Join us at SMX West and you’ll walk away armed with fresh tactics, tips and techniques that can be immediately implemented to drive traffic, convert visitors and grow your business.</p> <p>If you’re already planning to join, do yourself and your wallet a favor: Take advantage of massive savings off on-site rates. And do it now, because the same All Access pass will cost you $100 more next month than it will today.</p> <p>Convinced? <a href="https://marketinglandevents.com/smx/west/rates/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">Register now</a>! Want to learn more? <a href="https://marketinglandevents.com/smx/west/agenda/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+west+2018&amp;utm_content=why+attend">View the entire agenda</a>.</p> <p>See you in San Jose!</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/10-great-reasons-book-ticket-now-smx-west-289849">10 great reasons to book your ticket NOW for SMX West!</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> SearchCap: Google image bug, starting SEO & AdWords keyword matches https://searchengineland.com/searchcap-google-image-bug-starting-seo-adwords-keyword-matches-289850 Search Engine Land urn:uuid:e74de90e-d845-c364-091c-a51ed0b84427 Tue, 16 Jan 2018 21:00:25 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-image-bug-starting-seo-adwords-keyword-matches-289850">SearchCap: Google image bug, starting SEO &#038; AdWords keyword matches</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/google-fix-reverse-image-search-bug-image-thumbnails-not-included-289779" title="Google to fix reverse image search bug">Google to fix reverse image search bug</a></strong><br /><!-- byline -->Jan 15, 2018 by Barry Schwartz<!-- end byline --> <p>&#8220;Pages that include matching images&#8221; section is not showing image thumbnails as it should.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/3-ways-kick-start-seo-2018-289389" title="3 ways to kick-start your SEO in 2018">3 ways to kick-start your SEO in 2018</a></strong><br /><!-- byline -->Jan 16, 2018 by Casie Gillette<!-- end byline --> <p>The new year is a great time to take a step back and review your campaigns to see where you can make improvements. Columnist Casie Gillette shares her ideas for starting off 2018 right with SEO.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/katy-jurado-google-doodle-marks-94th-birthday-film-star-golden-age-mexican-cinema-289807" title="Katy Jurado Google doodle marks 94th birthday of film star from the Golden Age of Mexican cinema">Katy Jurado Google doodle marks 94th birthday of film star from the Golden Age of Mexican cinema</a></strong><br /><!-- byline -->Jan 16, 2018 by Amy Gesenhues<!-- end byline --> <p>Born in Guadalajara, Mexico, Jurado won a Best Supporting Actress Golden Globe Award for her role in the 1952 Hollywood classic &#8220;High Noon.&#8221;</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/martin-luther-king-jr-day-2018-google-doodle-honors-dr-king-dream-better-world-289783" title="Martin Luther King Jr. Day 2018 Google doodle honors Dr. King &#038; his dream for a better world">Martin Luther King Jr. Day 2018 Google doodle honors Dr. King &#038; his dream for a better world</a></strong><br /><!-- byline -->Jan 15, 2018 by Amy Gesenhues<!-- end byline --> <p>The image was designed by guest artist Cannaday Chapman and created in collaboration with the Black Googlers Network.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/understanding-adwords-keyword-match-types-manufacturers-289399" title="Understanding AdWords keyword match types for manufacturers">Understanding AdWords keyword match types for manufacturers</a></strong><br /><!-- byline -->Jan 15, 2018 by Dianna Huff<!-- end byline --> <p>With much of AdWords&#8217; help documentation geared towards retailers, it can be confusing for manufacturers to figure out how best to utilize the platform. This guide to match types for manufacturers from columnist Dianna Huff can help.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/zhou-youguang-google-doodle-honors-chinese-linguist-known-father-pinyin-289713" title="Zhou Youguang Google doodle honors Chinese linguist known as the &#8216;Father of Pinyin’">Zhou Youguang Google doodle honors Chinese linguist known as the &#8216;Father of Pinyin’</a></strong><br /><!-- byline -->Jan 13, 2018 by Amy Gesenhues<!-- end byline --> <p>Youguang&#8217;s work helped bridge multiple Chinese dialects into a written language. </p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/search-engine-lands-community-corner-holiday-retail-results-search-engine-land-awards-289676" title="Search Engine Land&#8217;s Community Corner: Holiday retail results, Search Engine Land Awards and more">Search Engine Land&#8217;s Community Corner: Holiday retail results, Search Engine Land Awards and more</a></strong><br /><!-- byline -->Jan 12, 2018 by Ginny Marvin<!-- end byline --> <p>I hope you&#8217;ve had a great week as the new year truly kicked into gear. Calling all incredible search marketers (psst, that&#8217;s you)! Entries for this year&#8217;s Search Engine Land Awards are now open! Our fourth annual awards event will be held at SMX Advanced in Seattle this June. With more than 25 categories across [&hellip;]</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/search-strategies-learn-worked-didnt-2017-holiday-season-289838" title="Search strategies &#8212; Learn what worked and what didn&#8217;t for the 2017 holiday season">Search strategies &#8212; Learn what worked and what didn&#8217;t for the 2017 holiday season</a></strong><br /><!-- byline -->Jan 16, 2018 by Digital Marketing Depot<!-- end byline --> <p>This Thursday, join our experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off. We’ll also [&hellip;]</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/4-reports-can-pull-ahrefs-didnt-know-existed-231989" title="4 reports you can pull from Ahrefs that you didn’t know existed">4 reports you can pull from Ahrefs that you didn’t know existed</a></li> <li><a href="https://marketingland.com/make-2018-year-good-business-231761" title="Use your data to make 2018 the year of good business">Use your data to make 2018 the year of good business</a></li> <li><a href="https://marketingland.com/salesforce-commerce-cloud-integrates-instagram-adds-enhancements-232109" title="Salesforce Commerce Cloud integrates with Instagram, adds other enhancements">Salesforce Commerce Cloud integrates with Instagram, adds other enhancements</a></li> <li><a href="https://marketingland.com/iab-tech-lab-releases-opendirect-2-0-opendata-1-0-232001" title="IAB Tech Lab releases OpenDirect 2.0 and OpenData 1.0">IAB Tech Lab releases OpenDirect 2.0 and OpenData 1.0</a></li> <li><a href="https://marketingland.com/automated-multichannel-display-advertising-small-businesses-finally-coming-fruition-229843" title="Automated, multichannel display advertising for small businesses finally coming to fruition">Automated, multichannel display advertising for small businesses finally coming to fruition</a></li> <li><a href="https://marketingland.com/top-walmart-amazon-product-page-experiences-2017-231089" title="The top Walmart and Amazon product page experiences of 2017">The top Walmart and Amazon product page experiences of 2017</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="https://advertise.bingads.microsoft.com/main/blog/post-en/january-2018/reflections-on-2017">Bing Ads Blog reflections on 2017</a>, Bing Ads Blog</li> <li><a href="http://searchresearch1.blogspot.com/2018/01/search-by-image-with-site-restriction.html">Search-by-Image with site restriction</a>, SearchReSearch</li> <li><a href="https://www.semrush.com/blog/new-semrush-data-fresh-keywords-precise-volumes/">SEMrush takes volume estimation to a new level</a>, SEM Rush</li> <li><a href="https://yoast.com/seo-basics-search-intent/">SEO basics: What is search intent?</a>, Yoast</li> <li><a href="https://www.wordstream.com/blog/ws/2018/01/16/ppc-predictions">8 Real, Data-Backed Predictions for PPC in 2018</a>, WordStream</li> <li><a href="https://jlh-marketing.com/damaging-industry-ranking-factors-studies/">Damaging Our Industry with Ranking Factors Studies</a>, JLH Marketing</li> <li><a href="https://www.reuters.com/article/us-google-china-maps/google-says-no-changes-to-mapping-platform-in-china-after-report-idUSKBN1F42GD">Google says &#8216;no changes&#8217; to mapping platform in China after report</a>, Reuters</li> <li><a href="https://yoast.com/semantically-link-entities/">How to semantically link entities to your content</a>, Yoast</li> <li><a href="https://blog.majestic.com/development/new-feature-categorisation-now-available-with-keyword-tagging/">New feature: Categorisation now available with keyword tagging</a>, Majestic Blog</li> <li><a href="https://www.seroundtable.com/spectre-meltdown-patches-google-rankings-25081.html">Spectre &amp; Meltdown Patches Shouldn&#8217;t Impact Your Google Rankings</a>, Search Engine Roundtable</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-google-image-bug-starting-seo-adwords-keyword-matches-289850">SearchCap: Google image bug, starting SEO &#038; AdWords keyword matches</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Why You Should Fly First Class at Least Once, and How to Afford It https://www.nerdwallet.com/blog/credit-cards/why-fly-first-class-how-to-afford-it/ NerdWallet urn:uuid:ebdad7c5-4e29-3236-5684-55807a743399 Tue, 16 Jan 2018 20:33:15 +0000 Flying first class isn’t a necessity, but experiencing life behind the curtain at least once can be a worthy goal. That’s where passengers might be feasting on fine wine and… <p>Flying first class isn’t a necessity, but experiencing life behind the curtain at least once can be a worthy goal. That’s where passengers might be feasting on fine wine and warmed nuts, enjoying movies on large screens with noise-canceling headphones, and sleeping in lie-flat beds on lengthy flights. The good news is you can check...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/blog/credit-cards/ap-how-to-capitalize-on-your-excellent-credit-rating/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=480825" title="How to Leverage Great Credit Without Borrowing a Dime" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How to Leverage Great Credit Without Borrowing a Dime</a></li> <li><a href="https://www.nerdwallet.com/blog/credit-cards/credit-card-rewards-dream-home-dream-vacation/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=480825" title="How Credit Card Rewards Made Their Dreams Come True" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How Credit Card Rewards Made Their Dreams Come True</a></li> <li><a href="https://www.nerdwallet.com/article/hang-cash-let-go-2018/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=480825" title="To Hang On to More Cash, Let Go of These in 2018" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">To Hang On to More Cash, Let Go of These in 2018</a></li> </ul></div> <div class="nw-author-box-wp" data-nw-component-type-name="Author Box - WP" data-nw-component-type-slug="nw_author_box_wp"> <div class="nw-author-box-wp--inner"> <aside itemscope itemprop="author" itemtype="http://schema.org/Person" class="nw-author-box" data-nw-component-type-name="Author Box" data-nw-component-type-slug="nw_author_box"><p> Gregory Karp is a writer at NerdWallet. Email: gkarp@nerdwallet.com. Twitter: @spendingsmart. </p> </aside></div> </div><span data-post-id="480825"></span> Search strategies — Learn what worked and what didn’t for the 2017 holiday season https://searchengineland.com/search-strategies-learn-worked-didnt-2017-holiday-season-289838 Search Engine Land urn:uuid:3f225b4b-1f96-9c36-14a0-03594b5dcb1c Tue, 16 Jan 2018 18:35:42 +0000 <p>This Thursday, join our experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off. We’ll also [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/search-strategies-learn-worked-didnt-2017-holiday-season-289838">Search strategies &#8212; Learn what worked and what didn&#8217;t for the 2017 holiday season</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><a href="https://event.on24.com/wcc/r/1568941/91184B20B9EE7BF098517F71669BFA70?partnerref=slsitepost011618"><img class="alignright size-full wp-image-275677" src="https://searchengineland.com/figz/wp-content/seloads/2017/05/webinar-527478724-ss-1920.jpg" alt="" width="1920" height="1080" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/05/webinar-527478724-ss-1920.jpg 1920w, https://searchengineland.com/figz/wp-content/seloads/2017/05/webinar-527478724-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2017/05/webinar-527478724-ss-1920-768x432.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2017/05/webinar-527478724-ss-1920-800x450.jpg 800w" sizes="(max-width: 1920px) 100vw, 1920px" /></a>This Thursday, join our experts as we explore how search marketing strategies fared in the 2017 holiday season. We’ll share results of a year-end survey that reveals how marketers adjusted their search strategies in 2017 and take a look at overall results of the shopping season to see if those efforts paid off. We’ll also examine best practices for search marketing for the 2018 holiday shopping season.</p> <p>Register today for &#8220;<a href="https://event.on24.com/wcc/r/1568941/91184B20B9EE7BF098517F71669BFA70?partnerref=slsitepost011618" rel="nofollow">Holiday Retail Search Strategies 2017: What worked, what didn’t,</a>&#8221; produced by Digital Marketing Depot and sponsored by SMX.</p> <hr /> <p>Speakers:<br /> Brad Geddes is a co-founder of Adalysis, an ad testing and recommendation platform. Brad is the author of &#8220;Advanced Google AdWords,&#8221; the most in-depth book ever written about Google’s advertising program. He has been working in paid search since 1998.</p> <p>Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.</p> <p>Aaron Levy is senior team leader for paid search at Elite SEM. He has worked in search for more than a decade, managing PPC campaigns for Fortune 50 companies as well as startups and small businesses.</p> <p>Elizabeth Marsten is the senior director of e-commerce growth services at CommerceHub and author of &#8220;Web Marketing All-in-One for Dummies.&#8221;</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/search-strategies-learn-worked-didnt-2017-holiday-season-289838">Search strategies &#8212; Learn what worked and what didn&#8217;t for the 2017 holiday season</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> 3 ways to kick-start your SEO in 2018 https://searchengineland.com/3-ways-kick-start-seo-2018-289389 Search Engine Land urn:uuid:7b5bac4f-7bcb-5cdd-346b-1d286d0bec62 Tue, 16 Jan 2018 17:24:42 +0000 <p>The new year is a great time to take a step back and review your campaigns to see where you can make improvements. Columnist Casie Gillette shares her ideas for starting off 2018 right with SEO.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/3-ways-kick-start-seo-2018-289389">3 ways to kick-start your SEO in 2018</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-289773" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/2018-road-map-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/2018-road-map-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/2018-road-map-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/2018-road-map-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>It’s that time of year where we make our resolutions, promise to be better people and try to start the year fresh. It’s also the time of year where people like me put out “ways to make 2018 better” posts and everyone’s eyes roll into the back of their head. But bear with me!</p> <p>See, every December, as we pull together reports and commence planning for the new year, we spend an enormous amount of time thinking about all the new things we can do come January. We come to the table with fresh ideas and the “next big thing” to keep our clients or bosses excited.</p> <p>That’s great! We want and need new ideas, but they often come at the expense of our old ideas &#8212; which, given the cyclical nature of SEO, shouldn’t be forgotten.</p> <p>So, as we make our way into the first month of the new year, let’s look at three key ways we can set ourselves up for SEO success in 2018:</p> <h2>1. Audit your site</h2> <p>I’ll be the first to admit that it’s easy to get caught up in the day-to-day. Between the daily tasks at hand, the pressure to hit goals and the ongoing updates from search engines making life difficult, it can be hard to step back and get a holistic view of your site and how it’s performing.</p> <p>At KoMarketing, we start every new program with a full-scale technical audit, followed by a keyword roadmap and content audit. It ensures we not only understand the landscape but also get our clients’ sites in the best shape possible, as soon as possible.</p> <p>But what happens when you’ve been working with a client for two or three years? What happens when hundreds of changes have been made, messaging has shifted and company goals have evolved?</p> <p>While we try to perform quarterly technical audits, they aren’t always as in-depth as that first time. In addition, after a few years of writing and adding new content to the site, that initial content audit likely no longer applies.</p> <p>Start your year off right by giving your site a full audit, evaluating everything from technical issues to content to competitor performance.</p> <h2>2. Revisit your keywords &amp; messaging</h2> <p>Were new features added in the past year? Were brand guidelines put into place? Did the competitive landscape change a bit? Whatever the case may be, it’s important to revisit your overall messaging to ensure your target keywords still make sense and you aren’t missing any major opportunities.</p> <p>Take for example this scenario: A few years ago, I had a client in the logistics space who was targeting “shipping” terms. Our content was geared toward shipping, our SEO efforts were geared toward shipping, and overall, performance on the terms was pretty great.</p> <p>Fast-forward to the following year, when those terms started driving much less traffic and leads. Why? The landscape had shifted toward &#8220;transportation.&#8221; Searches were up, the types of results had changed, and more competitors had started using the term.</p> <p>By revisiting our keywords and content, we were able to make some updates to existing content, shift the focus a bit and adapt to the changing landscape. The client now targets both to ensure we are capturing the variety of searches.</p> <p>Here’s another example: Mid-year, a different client in the technology space launched a feature dedicated to improving customer engagement. While the initial messaging, and in turn, keyword targets, were closely tied to engagement, it turned out the search intent didn’t match. After revisiting the messaging, the keywords and the search results themselves, we shifted the focus toward CRM and saw an immediate jump in time on page and form inquiries.</p> <p>It’s no secret search results and business landscapes frequently change. As search marketers, it’s our job to make sure we are on top of both. Now is the time.</p> <h2>3. Make what&#8217;s old, new</h2> <p>I am a huge fan of content repurposing. I’ve <a href="https://www.slideshare.net/casieg">talked</a> about it, <a href="https://searchengineland.com/turning-old-content-new-links-186281">written</a> about it, and I’m pretty sure the people I work with are tired of me pushing it on them.</p> <p>BUT IT’S SO AWESOME!</p> <p>Look, we spend a ton of time coming up with new ideas &#8212; and frankly, it’s hard. Plus, you just did a content audit (right?), so you should have a pretty good idea of what content is working, what content isn’t working and what content you need to create.</p> <p>This year, spend some time looking at existing content and figure out how you can do more with it. Here are a few ideas:</p> <p><b>Freshen it up</b></p> <p>Have older evergreen pieces that could be spruced up? Have timely pieces that can be updated to the current year? Either way, start identifying older pieces that have potential to drive traffic and new eyes to the site. A tweak here and a new sentence there might be all the changes needed.</p> <p><b>Reduce &amp; reuse </b></p> <p>Assets like videos, infographics, e-books, webinars and product guides are huge undertakings which are often promoted once and left for dead. Take a look through these assets and figure out how you can better utilize them. For example, e-books can be turned into blog posts, webinars into sales landing pages and infographics into social content.</p> <p><b>Recycle<i> </i></b></p> <p>Is there a theme on your site that performs really well? Is there an idea that you love and think deserves more than one chance? While I am not advocating you simply go out and republish old content, I am suggesting you go find the things that work and figure out a way to take advantage of it.</p> <h2>2018 awaits!</h2> <p>As you dive into 2018, focus on your resolutions and work to build successful programs, remember that sometimes looking back can help you move forward, especially in the world of SEO. Cheers!</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/3-ways-kick-start-seo-2018-289389">3 ways to kick-start your SEO in 2018</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Katy Jurado Google doodle marks 94th birthday of film star from the Golden Age of Mexican cinema https://searchengineland.com/katy-jurado-google-doodle-marks-94th-birthday-film-star-golden-age-mexican-cinema-289807 Search Engine Land urn:uuid:1af77a6a-5cef-047f-1f8d-17e994b6f565 Tue, 16 Jan 2018 14:57:13 +0000 <p>Born in Guadalajara, Mexico, Jurado won a Best Supporting Actress Golden Globe Award for her role in the 1952 Hollywood classic "High Noon."</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/katy-jurado-google-doodle-marks-94th-birthday-film-star-golden-age-mexican-cinema-289807">Katy Jurado Google doodle marks 94th birthday of film star from the Golden Age of Mexican cinema</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-289810" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/katy-jurados-94th-birthday-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/katy-jurados-94th-birthday-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/katy-jurados-94th-birthday-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/katy-jurados-94th-birthday-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Today, Google is giving Mexican actress Katy Jurado center stage on their home page on what would have been her 94th birthday.</p> <p>Born in Guadalajara, Mexico, Jurado began her career during the Golden Age of Mexican cinema and eventually was cast in several Hollywood roles alongside actors like Gary Cooper, Charlton Heston, Spencer Tracy and Kirk Douglas.</p> <p>Her first Hollywood movie was 1951&#8217;s &#8220;Bullfighter and the Lady.&#8221; A year later she starred in the Western film classic &#8220;High Noon&#8221; &#8212; a role that earned her a Golden Globe for Best Supporting Actress. Jurado would go on to be awarded three Silver Ariel Awards and nominated for multiple Academy Awards.</p> <p>From the <a href="https://www.google.com/doodles/katy-jurados-94th-birthday">Google Doodle Blog</a>:</p> <blockquote><p>Off-screen, Jurado was a tenacious and spirited woman who captivated everyone around her. While she was stunningly beautiful, her portrayals transcended the stereotyped, over-sexualized roles written for Mexican women at the time. Her talent at depicting a range of characters helped to expand the parts available to Mexican and other Latinx actresses in Hollywood today.</p></blockquote> <p>Designed by Pixar artist Ana Ramirez, today’s <a href="https://searchengineland.com/library/google/google-logos">doodle</a> leads to a search for “Katy Jurado.” According to Google, Ramirez drew Jurado in a powerful pose against a backdrop inspired by the film &#8220;High Noon.&#8221; The roses in the illustration symbolize Jurado’s birthplace, Guadalajara, “The City of Roses.”</p> <img class="aligncenter size-large wp-image-289815" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/katy-jurados-94th-birthday-800x339.jpg" alt="" width="800" height="339" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/katy-jurados-94th-birthday-800x339.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/katy-jurados-94th-birthday-600x254.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/katy-jurados-94th-birthday-768x325.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/katy-jurados-94th-birthday.jpg 827w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google shared the following early concepts for Jurado&#8217;s doodle from Ramirez:</p> <img class="aligncenter size-large wp-image-289818" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy1-800x323.png" alt="" width="800" height="323" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy1-800x323.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy1-600x242.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy1-768x310.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy1.png 831w" sizes="(max-width: 800px) 100vw, 800px" /> <img class="aligncenter size-large wp-image-289817" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy2-800x320.png" alt="" width="800" height="320" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy2-800x320.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy2-600x240.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy2-768x307.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy2.png 832w" sizes="(max-width: 800px) 100vw, 800px" /> <img class="aligncenter size-large wp-image-289816" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy3-800x321.png" alt="" width="800" height="321" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy3-800x321.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy3-600x241.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy3-768x308.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Katy3.png 832w" sizes="(max-width: 800px) 100vw, 800px" /> <p>This is the fourth Google doodle since last September celebrating artists, writers and performers of Mexican descent. On September 26, Google honored <a href="https://searchengineland.com/gloria-e-anzaldua-google-doodle-celebrates-author-borderlandsla-frontera-new-mestiza-283281">Mexican-American writer Gloria E. Anzaldúa</a>, author of the classic semi-autobiographical novel, &#8220;Borderlands/La Frontera: The New Mestiza.&#8221;</p> <p>In October of last year, Google posted a doodle honoring 1980s teen music sensation <a href="https://searchengineland.com/selena-quintanilla-google-doodle-celebrates-mexican-american-musician-beacon-latinx-community-284939">Selena Quintanilla</a>, and in November the site paid homage to mariachi singer <a href="https://searchengineland.com/pedro-infante-google-doodle-marks-100th-birthday-iconic-mexican-singer-actor-287010">Pedro Infante</a> on what would have been his 100th birthday.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/katy-jurado-google-doodle-marks-94th-birthday-film-star-golden-age-mexican-cinema-289807">Katy Jurado Google doodle marks 94th birthday of film star from the Golden Age of Mexican cinema</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> What to Do When a New Potential SEO Client Contacts You https://moz.com/blog/what-to-do-when-a-new-seo-client-contacts-you Moz Blog urn:uuid:2e5c1a55-c9c3-8342-85a6-49173cb033ee Tue, 16 Jan 2018 12:53:15 +0000 <p>Posted by <a href=\"https://moz.com/community/users/286615\">dohertyjf</a></p><p><em><strong>Editor's note:</strong> We originally published a different article by mistake due to an oversight and a valuable lesson in the dangers of copy-paste; you can see it live <a href="https://www.searchenginejournal.com/get-new-clients/216661/" target="_blank">here</a>. We truly apologize for the error.</em><br> </p><hr><p>If you’re an agency owner or solo consultant, you’re probably constantly thinking about getting new clients. And we’re inundated in this industry with too much advice around new marketing funnels, new marketing ideas, and "one weird tricks to 10x your traffic overnight." </p><p>But something we don’t talk about enough is <em>what you do when you actually convert that person into a real contact on your site.</em> </p><p>I’m not talking about “a lead” here, because that word is used widely in our space and has come to mean everything and nothing at the same time. A lead could be an email address and it could be a long-form submission telling you everything about their needs, as well as their budget and their birth city. </p><p>What I’m talking about here is a marketing qualified lead (MQL) that you are going to turn into a sales qualified lead (SQL) so that you can turn them into a business qualified lead (aka a new client). (Note: I just made up business qualified lead, so don’t go around talking about BQLs. Or do, but credit me!). </p><p>Over the last two years I’ve helped a lot of businesses connect with great marketing providers through my company Credo, and through that I’ve been able to watch how agencies and consultants alike pitch work. </p><p>I see all sorts of strategies done to try to close a lead into a client, such as: </p><ul> <li>Send an intake survey to try to vet the lead more;</li> <li>Send them <a href="https://calendly.com/" target="_blank">a Calendly link</a> to get them to schedule a call as soon as possible;</li> <li>Send an initial proposal after the first call and then refine it with the client on the phone;</li> <li>Send tracked proposals using a tool like DocSend so you can follow up depending on whether they’ve viewed it or not.</li> </ul><p>There are many more I've seen as well. Some work well, others don’t. This post isn’t going to dig into the various tactics you can use, as you should be testing those yourself. </p><p><strong>What I care about is that you develop a sales strategy that sets a strong base and that you can build from into the future.</strong> </p><p>I also have a unique view on our industry, because I get to see what kind of sales process actually closes potential clients into actual clients. While you may be doing something that you think works really well, there's a great chance that I know a better way. </p><p>And today, I’m going to give you a view into what I know closes clients, and the sales process that I use to close a high percentage of projects who want to work with me into clients. </p><hr><h2>What to do when a client contacts you</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/what-to-do-when-a-new-seo-client-contacts-you/5a5e57bd164ee0.77732899.png"> </p><p>The first rule of sales in a service business like a consulting agency is that <strong>the earlier you reply to a prospective client, the more likely you are to close them into an actual client.</strong> </p><p>Over the last couple of years, I've tried to educate businesses that they should speak with multiple agencies and get multiple proposals, to understand what each agency has to offer and be able to compare them in order to arrive at the right decision for their specific business. </p><p>And yet, time and time again I see the first agency to respond to be the one to close the project probably 70% of the time. </p><p>This can absolutely be a templated response, and tools like Gmail’s Canned Responses or templates within your CRM of choice can help. I personally use <a href="https://www.hubspot.com/products/crm" target="_blank">HubSpot’s</a> and push form entries there via <a href="https://zapier.com/apps/gravity-forms/integrations/hubspot-crm/1461/send-gravity-forms-entries-to-hubspot-crm" target="_blank">Zapier</a>, but there are many different options out there; I'm sure you can find one that connects your form technology to your CRM. </p><p>In your response, you have to include these three points at minimum: </p><ol> <li>Respond as quickly as possible and thank them for contacting you</li> <li>Acknowledge the project they say they're interested in</li> <li>Schedule a time to chat on the phone as quickly as possible</li> </ol><p>As I said above, I’ve seen many agencies send an intake questionnaire that's a page or two long before even getting on the phone with the potential client. </p><p>I advise against this simply because this slows down the process. Some clients that you would otherwise win will simply move on to another agency. You’re giving them work when really what you need to do is remove friction from their decision to choose you. </p><p>This initial contact is also not the place to tell them all of the brands you've helped and the results you've gotten. If they’re contacting you, they're already interested. Don’t make them think. </p><p>You have one goal with your response: to get them to schedule a phone call with you. </p><hr><h2>What to learn on the first call</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/what-to-do-when-a-new-seo-client-contacts-you/5a5e57bdac6f56.69096478.png"> </p><p>If you’ve followed my instructions above, you’re getting the client to schedule a call with you (when you're available) as quickly as possible. Don’t forget to have them include their phone number, as well! </p><p>Schedule the call for 30 minutes so that you can: </p><ol> <li>Get an understanding for their project, and</li> <li>Not invest too much time into them in case they're not qualified enough.</li> </ol><p><em>As a side note, if you're getting too many “leads” (may we all be so lucky) that are not qualified for your business and thus wasting you or your salesperson’s time, then you may want to look at adding some friction to your lead forms. More is not always better.</em> </p><p>You should have an idea of who your best clients are and the kind of work they've hired you to do that you are best-in-class doing; you need to walk away from this first call at minimum knowing if they're a good fit or not. </p><p>If they are a good fit, then you can move them forward in your sales process (usually a recap and another call). </p><p>You'll also be able to use this process to qualify out the leads who on the surface seem to be a good fit because they were able and willing to successfully fill out your lead form, but when you dig deeper into their business and needs, you realize they're not quite such a good fit. We’ll talk about this more in a minute. </p><p>On this initial phone call, you need to cover all of these points to determine whether you should pitch the work or not: </p><ol> <li>What their business model is, so that you can understand if they're profitable;</li> <li>The type of project they're looking for, such as strategy or services or a combination thereof;</li> <li>Their internal team structure and their knowledge of the marketing channel they're inquiring to you about;</li> <li>Whether the person you're speaking with is the person who has final sign-off and budgetary control, or if they've been tasked with sourcing an agency but ultimately are not the decision maker;</li> <li>Their budget range;</li> <li>Their timetable for wanting to get started.</li> </ol><p>Thank them for their time and set their expectations about what you'll do next and when they can expect to hear back from you. </p><p>Now your work really begins. </p><hr><h2>After the first call</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/what-to-do-when-a-new-seo-client-contacts-you/5a5e57be429461.27683274.png"> </p><p>Assuming the first call with your prospective client goes well, you'll need a process to follow so that followups don't fail and the process moves forward. </p><p>This part is important. </p><p>Right after the call, follow up with the person you spoke with <em>via email</em> to recap the call and reiterate your next steps. </p><p>First, thank them for their time. Regardless of whether or not you ultimately decide to pitch the project, you should be grateful that they decided to speak with you and not someone else. </p><p>Second, recap what you discussed on the call. I like to take notes with my CRM (I use HubSpot, as mentioned above) and then use those to write the recap. A CRM should integrate with your email system and allow you to email the prospect from directly within it so that you don't have to move between your CRM and your email client. </p><p>Here's a templated response that I use when replying to someone after our initial call: </p><blockquote>Hi FNAME,<br><br>Thank you for the conversation today! I enjoyed learning more about your business and how we can potentially help.<br><br>As we discussed, COMPANY is looking for TYPE OF PROJECT. (recap the project here)<br><br>As I mentioned on the call, my next step is to spend some time reviewing your site and your project to determine if it is the right fit for me as well. I will follow up with you within 48 hours (NOTE: THIS CAN CHANGE IF YOU CHATTED ON FRIDAY, IN WHICH CASE SAY END OF DAY ON MONDAY) with my findings and where I think I can add value to your business. In the case that your project is not the right fit for me, I can suggest some other people you should speak with.<br><br>Thanks FNAME, and you will hear from me soon!<br><br>John </blockquote><p class="full-width">Now you can review their project and website metrics to see where you can add value, and if it’s a project that can be successful within the budget they have outlined for you. </p><p>Then, decide if you should pitch for the project or refer them elsewhere. </p><hr><h2>Deciding whether to pitch the work</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/what-to-do-when-a-new-seo-client-contacts-you/5a5e57bf912cc5.09277690.png"> </p><p>Sales is all about determining who the right prospects are and are not, then optimizing your time to focus on the clients you <em>want</em> to sign — not on the ones that are a poor fit for your business. </p><p>Hopefully you know who your ideal customer is, in terms of budget but also the type of work they need (strategy, services, or some combination thereof) as well as the marketing channel(s). Once you know who your ideal customer is (and is not), you'll have a much easier time determining whether or not you should pitch the work. </p><p>In my experience with seeing over a thousand projects introduced to marketing providers, the six factors mentioned in the “What to learn on the first call” section are the ones that reliably help you understand whether you should pitch the work or not. </p><p>Some of the factors to avoid are: </p><ol> <li>Unrealistic expectations or timelines</li> <li>No or low budget</li> <li>No resources to get things done</li> <li>Their last four agencies haven't worked out</li> <li>Going out of business "unless they get help"</li> </ol><p>I love that so many in the SEO industry are helpful and genuinely good people who want to help others, but if you start taking on clients that can’t pay you what you need to operate a profitable business or have had issues with many other agencies, then you're doing yourself and your business a disservice. </p><p>If I had a dollar for every time I heard an agency say that they “pitched the work, but set the budget high” I’d be financially independent and retired to a mountain town in Switzerland by now. </p><p>Hear me loud and clear here: </p><p><em>You do not have to pitch every project that falls into your lap.</em> </p><p>If the project doesn't meet your minimum project budget, the type of client you can get outsized returns for, or is not within your core competency (your <a href="https://www.inc.com/laura-garnett/are-you-operating-in-your-zone-of-genius.html" target="_blank">zone of genius</a>), then you should not pitch the project. </p><p>Let me explain why. </p><p>If a client is below your minimum project threshold and you pitch them, you've wasted two people’s time. You've wasted your time by creating a proposal and potential project plan, and you've wasted their time because they took time out of their day to review something that they'll never sign off on. </p><p>Second, if they negotiate back to try to get the budget lower, you're going to spend your time to get a project that is smaller than what they ideally need and can afford. You're literally spending time to make less money, when you could take that time to pitch and negotiate with someone who can easily afford your services. </p><p>Should you sign the project that is smaller than or right at your minimum while at the same time being at very top end of their budget, you can rest assured that this client will take up more time than they're paying for because they feel pressure to make it work quickly. Unless you set expectations explicitly and are very good at saying no to requests for work that are outside of the scope of what they're paying for, this project will quickly snowball and take up too much time, thus putting it in the red. </p><p>Don’t pitch a project that's very likely to go into the red budget-wise. That is Business 101, and you will regret it. I promise. </p><hr><h2>Conclusion</h2><p>I hope this post has been helpful to you in learning what to do when a new potential consulting client first contacts you or your agency. </p><p><strong>First, speed is of the essence.</strong> While we want to believe that the best pitch will ultimately win the business, experience tells us that it is most often the first person to respond who actually gets to pitch and sign the business. </p><p><strong>Second, get the potential client on the phone as quickly as possible.</strong> Don't rely on email, as you can gain way more information on a 30-minute call than in a string of emails. People are busy and you don't want to create more friction for them. Get them on the phone. </p><p><strong>Third, you need to send a followup email</strong> within a few hours of the phone call where you thank them for their time, recap what you discussed, and set their expectations for what your next steps are and when they'll hear from you again. Feel free to use my template and adjust it for your specific needs. </p><p><strong>Fourth, decide if you want to pitch the project.</strong> Don’t pitch projects that are too small, outside your/your agency’s zone of genius, where what you have to offer is not their highest leverage option, or where they're not set up internally to make the project successful. Your project will not succeed if any of these are true. </p><p>I am also <a href="https://www.johnfdoherty.com/pricing-book/" target="_blank">writing an ebook</a>, hopefully out in Q1 2018, about everything I’ve learned seeing over 1,100 projects come through Credo. If you’re interested to hear when it launches, sign up. </p><p><a href="https://moz.com/blog/what-to-do-when-a-new-seo-client-contacts-you#comments" target="_blank">I’d love to hear your comments below</a> and interact with you around better sales for digital marketing consulting work! </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/286615\">dohertyjf</a></p><p><em><strong>Editor's note:</strong> We originally published a different article by mistake due to an oversight and a valuable lesson in the dangers of copy-paste; you can see it live <a href="https://www.searchenginejournal.com/get-new-clients/216661/" target="_blank">here</a>. We truly apologize for the error.</em><br> </p><hr><p>If you’re an agency owner or solo consultant, you’re probably constantly thinking about getting new clients. And we’re inundated in this industry with too much advice around new marketing funnels, new marketing ideas, and "one weird tricks to 10x your traffic overnight." </p><p>But something we don’t talk about enough is <em>what you do when you actually convert that person into a real contact on your site.</em> </p><p>I’m not talking about “a lead” here, because that word is used widely in our space and has come to mean everything and nothing at the same time. A lead could be an email address and it could be a long-form submission telling you everything about their needs, as well as their budget and their birth city. </p><p>What I’m talking about here is a marketing qualified lead (MQL) that you are going to turn into a sales qualified lead (SQL) so that you can turn them into a business qualified lead (aka a new client). (Note: I just made up business qualified lead, so don’t go around talking about BQLs. Or do, but credit me!). </p><p>Over the last two years I’ve helped a lot of businesses connect with great marketing providers through my company Credo, and through that I’ve been able to watch how agencies and consultants alike pitch work. </p><p>I see all sorts of strategies done to try to close a lead into a client, such as: </p><ul> <li>Send an intake survey to try to vet the lead more;</li> <li>Send them <a href="https://calendly.com/" target="_blank">a Calendly link</a> to get them to schedule a call as soon as possible;</li> <li>Send an initial proposal after the first call and then refine it with the client on the phone;</li> <li>Send tracked proposals using a tool like DocSend so you can follow up depending on whether they’ve viewed it or not.</li> </ul><p>There are many more I've seen as well. Some work well, others don’t. This post isn’t going to dig into the various tactics you can use, as you should be testing those yourself. </p><p><strong>What I care about is that you develop a sales strategy that sets a strong base and that you can build from into the future.</strong> </p><p>I also have a unique view on our industry, because I get to see what kind of sales process actually closes potential clients into actual clients. While you may be doing something that you think works really well, there's a great chance that I know a better way. </p><p>And today, I’m going to give you a view into what I know closes clients, and the sales process that I use to close a high percentage of projects who want to work with me into clients. </p><hr><h2>What to do when a client contacts you</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/what-to-do-when-a-new-seo-client-contacts-you/5a5e57bd164ee0.77732899.png"> </p><p>The first rule of sales in a service business like a consulting agency is that <strong>the earlier you reply to a prospective client, the more likely you are to close them into an actual client.</strong> </p><p>Over the last couple of years, I've tried to educate businesses that they should speak with multiple agencies and get multiple proposals, to understand what each agency has to offer and be able to compare them in order to arrive at the right decision for their specific business. </p><p>And yet, time and time again I see the first agency to respond to be the one to close the project probably 70% of the time. </p><p>This can absolutely be a templated response, and tools like Gmail’s Canned Responses or templates within your CRM of choice can help. I personally use <a href="https://www.hubspot.com/products/crm" target="_blank">HubSpot’s</a> and push form entries there via <a href="https://zapier.com/apps/gravity-forms/integrations/hubspot-crm/1461/send-gravity-forms-entries-to-hubspot-crm" target="_blank">Zapier</a>, but there are many different options out there; I'm sure you can find one that connects your form technology to your CRM. </p><p>In your response, you have to include these three points at minimum: </p><ol> <li>Respond as quickly as possible and thank them for contacting you</li> <li>Acknowledge the project they say they're interested in</li> <li>Schedule a time to chat on the phone as quickly as possible</li> </ol><p>As I said above, I’ve seen many agencies send an intake questionnaire that's a page or two long before even getting on the phone with the potential client. </p><p>I advise against this simply because this slows down the process. Some clients that you would otherwise win will simply move on to another agency. You’re giving them work when really what you need to do is remove friction from their decision to choose you. </p><p>This initial contact is also not the place to tell them all of the brands you've helped and the results you've gotten. If they’re contacting you, they're already interested. Don’t make them think. </p><p>You have one goal with your response: to get them to schedule a phone call with you. </p><hr><h2>What to learn on the first call</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/what-to-do-when-a-new-seo-client-contacts-you/5a5e57bdac6f56.69096478.png"> </p><p>If you’ve followed my instructions above, you’re getting the client to schedule a call with you (when you're available) as quickly as possible. Don’t forget to have them include their phone number, as well! </p><p>Schedule the call for 30 minutes so that you can: </p><ol> <li>Get an understanding for their project, and</li> <li>Not invest too much time into them in case they're not qualified enough.</li> </ol><p><em>As a side note, if you're getting too many “leads” (may we all be so lucky) that are not qualified for your business and thus wasting you or your salesperson’s time, then you may want to look at adding some friction to your lead forms. More is not always better.</em> </p><p>You should have an idea of who your best clients are and the kind of work they've hired you to do that you are best-in-class doing; you need to walk away from this first call at minimum knowing if they're a good fit or not. </p><p>If they are a good fit, then you can move them forward in your sales process (usually a recap and another call). </p><p>You'll also be able to use this process to qualify out the leads who on the surface seem to be a good fit because they were able and willing to successfully fill out your lead form, but when you dig deeper into their business and needs, you realize they're not quite such a good fit. We’ll talk about this more in a minute. </p><p>On this initial phone call, you need to cover all of these points to determine whether you should pitch the work or not: </p><ol> <li>What their business model is, so that you can understand if they're profitable;</li> <li>The type of project they're looking for, such as strategy or services or a combination thereof;</li> <li>Their internal team structure and their knowledge of the marketing channel they're inquiring to you about;</li> <li>Whether the person you're speaking with is the person who has final sign-off and budgetary control, or if they've been tasked with sourcing an agency but ultimately are not the decision maker;</li> <li>Their budget range;</li> <li>Their timetable for wanting to get started.</li> </ol><p>Thank them for their time and set their expectations about what you'll do next and when they can expect to hear back from you. </p><p>Now your work really begins. </p><hr><h2>After the first call</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/what-to-do-when-a-new-seo-client-contacts-you/5a5e57be429461.27683274.png"> </p><p>Assuming the first call with your prospective client goes well, you'll need a process to follow so that followups don't fail and the process moves forward. </p><p>This part is important. </p><p>Right after the call, follow up with the person you spoke with <em>via email</em> to recap the call and reiterate your next steps. </p><p>First, thank them for their time. Regardless of whether or not you ultimately decide to pitch the project, you should be grateful that they decided to speak with you and not someone else. </p><p>Second, recap what you discussed on the call. I like to take notes with my CRM (I use HubSpot, as mentioned above) and then use those to write the recap. A CRM should integrate with your email system and allow you to email the prospect from directly within it so that you don't have to move between your CRM and your email client. </p><p>Here's a templated response that I use when replying to someone after our initial call: </p><blockquote>Hi FNAME,<br><br>Thank you for the conversation today! I enjoyed learning more about your business and how we can potentially help.<br><br>As we discussed, COMPANY is looking for TYPE OF PROJECT. (recap the project here)<br><br>As I mentioned on the call, my next step is to spend some time reviewing your site and your project to determine if it is the right fit for me as well. I will follow up with you within 48 hours (NOTE: THIS CAN CHANGE IF YOU CHATTED ON FRIDAY, IN WHICH CASE SAY END OF DAY ON MONDAY) with my findings and where I think I can add value to your business. In the case that your project is not the right fit for me, I can suggest some other people you should speak with.<br><br>Thanks FNAME, and you will hear from me soon!<br><br>John </blockquote><p class="full-width">Now you can review their project and website metrics to see where you can add value, and if it’s a project that can be successful within the budget they have outlined for you. </p><p>Then, decide if you should pitch for the project or refer them elsewhere. </p><hr><h2>Deciding whether to pitch the work</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/what-to-do-when-a-new-seo-client-contacts-you/5a5e57bf912cc5.09277690.png"> </p><p>Sales is all about determining who the right prospects are and are not, then optimizing your time to focus on the clients you <em>want</em> to sign — not on the ones that are a poor fit for your business. </p><p>Hopefully you know who your ideal customer is, in terms of budget but also the type of work they need (strategy, services, or some combination thereof) as well as the marketing channel(s). Once you know who your ideal customer is (and is not), you'll have a much easier time determining whether or not you should pitch the work. </p><p>In my experience with seeing over a thousand projects introduced to marketing providers, the six factors mentioned in the “What to learn on the first call” section are the ones that reliably help you understand whether you should pitch the work or not. </p><p>Some of the factors to avoid are: </p><ol> <li>Unrealistic expectations or timelines</li> <li>No or low budget</li> <li>No resources to get things done</li> <li>Their last four agencies haven't worked out</li> <li>Going out of business "unless they get help"</li> </ol><p>I love that so many in the SEO industry are helpful and genuinely good people who want to help others, but if you start taking on clients that can’t pay you what you need to operate a profitable business or have had issues with many other agencies, then you're doing yourself and your business a disservice. </p><p>If I had a dollar for every time I heard an agency say that they “pitched the work, but set the budget high” I’d be financially independent and retired to a mountain town in Switzerland by now. </p><p>Hear me loud and clear here: </p><p><em>You do not have to pitch every project that falls into your lap.</em> </p><p>If the project doesn't meet your minimum project budget, the type of client you can get outsized returns for, or is not within your core competency (your <a href="https://www.inc.com/laura-garnett/are-you-operating-in-your-zone-of-genius.html" target="_blank">zone of genius</a>), then you should not pitch the project. </p><p>Let me explain why. </p><p>If a client is below your minimum project threshold and you pitch them, you've wasted two people’s time. You've wasted your time by creating a proposal and potential project plan, and you've wasted their time because they took time out of their day to review something that they'll never sign off on. </p><p>Second, if they negotiate back to try to get the budget lower, you're going to spend your time to get a project that is smaller than what they ideally need and can afford. You're literally spending time to make less money, when you could take that time to pitch and negotiate with someone who can easily afford your services. </p><p>Should you sign the project that is smaller than or right at your minimum while at the same time being at very top end of their budget, you can rest assured that this client will take up more time than they're paying for because they feel pressure to make it work quickly. Unless you set expectations explicitly and are very good at saying no to requests for work that are outside of the scope of what they're paying for, this project will quickly snowball and take up too much time, thus putting it in the red. </p><p>Don’t pitch a project that's very likely to go into the red budget-wise. That is Business 101, and you will regret it. I promise. </p><hr><h2>Conclusion</h2><p>I hope this post has been helpful to you in learning what to do when a new potential consulting client first contacts you or your agency. </p><p><strong>First, speed is of the essence.</strong> While we want to believe that the best pitch will ultimately win the business, experience tells us that it is most often the first person to respond who actually gets to pitch and sign the business. </p><p><strong>Second, get the potential client on the phone as quickly as possible.</strong> Don't rely on email, as you can gain way more information on a 30-minute call than in a string of emails. People are busy and you don't want to create more friction for them. Get them on the phone. </p><p><strong>Third, you need to send a followup email</strong> within a few hours of the phone call where you thank them for their time, recap what you discussed, and set their expectations for what your next steps are and when they'll hear from you again. Feel free to use my template and adjust it for your specific needs. </p><p><strong>Fourth, decide if you want to pitch the project.</strong> Don’t pitch projects that are too small, outside your/your agency’s zone of genius, where what you have to offer is not their highest leverage option, or where they're not set up internally to make the project successful. Your project will not succeed if any of these are true. </p><p>I am also <a href="https://www.johnfdoherty.com/pricing-book/" target="_blank">writing an ebook</a>, hopefully out in Q1 2018, about everything I’ve learned seeing over 1,100 projects come through Credo. If you’re interested to hear when it launches, sign up. </p><p><a href="https://moz.com/blog/what-to-do-when-a-new-seo-client-contacts-you#comments" target="_blank">I’d love to hear your comments below</a> and interact with you around better sales for digital marketing consulting work! </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> How to Use Instagram Story Highlights for Business https://www.socialmediaexaminer.com/how-to-use-instagram-story-highlights-for-business/ Social Media Examiner urn:uuid:38a2f603-1387-e64e-cb9c-6816701d0e87 Tue, 16 Jan 2018 11:00:44 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/instagram-highlights-story-albums-for-business-how-to-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do you want more value from your Instagram stories? Interested in repurposing stories content on your Instagram profile? Instagram&#8217;s Highlights feature lets you combine multiple Instagram stories into long-term content your audience can discover at their convenience. In this article, you&#8217;ll discover how to create Instagram stories highlight albums for your business. #1: Create an <a class="read-more" href="https://www.socialmediaexaminer.com/how-to-use-instagram-story-highlights-for-business/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-use-instagram-story-highlights-for-business/">How to Use Instagram Story Highlights for Business</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> How to Get New Clients at Every Stage of Your Business https://moz.com/blog/how-to-get-new-clients Moz Blog urn:uuid:69ff7453-d18e-b941-7ef7-421f00498c7f Tue, 16 Jan 2018 00:05:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/286615\">dohertyjf</a></p><p>I remember when I first went out on my own to build my business. Because I planned to bootstrap the product into existence, I needed to pick up some consulting work to cover my own bills before I felt comfortable taking time to build my product. </p><p>I had a sizable group of peers that I contacted to let them know that I was no longer with my last company and was looking to bring on a few new clients. Within a week, I had to stop taking introductions because I was so busy! If you’re a brand-new freelance consultant, this post has some goodies for you. </p><p>I have other friends who are purposefully freelance consultants with no current plans to scale beyond it. In fact, they’ve resisted these opportunities because they enjoy what they're doing so much, and are able to charge a premium for it. This post will help you out. </p><p>Some of my friends are at a different stage. They’ve worked for themselves for 3–4 years or longer now and are growing an agency beyond themselves and their own skillset. Along the way, of course, they’re figuring out the challenges of growing headcount and types/sizes of clients while they themselves learn to level up as a CEO, as a manager, and as a sales executive, since agency founders are often the salespeople for the first few years of their company’s existence. The client acquisition strategies change. This post is also for you. </p><p>And finally, agencies often decide that they are ready to expand beyond their main core offering and offer tangential services that they are either being asked for actively or where they perceive an opportunity exists. Since they already have a functional and maybe even (wildly) profitable services business, how can they justify taking time away from that to build out a new service offering? The mindset and strategies change once again. We’ll get into some of those. </p><h2>Building a service-based business is hard</h2><p>Over the last two years, I’ve worked with over 150 agencies and have seen over 800 businesses (it’s probably closer to 1,000 at this point) looking to hire an agency or consultant. I’ve also worked in-house, as a solo consultant, and for a quickly growing boutique digital agency. </p><p>After the experiences I’ve had seeing everyone — from new scared-out-of-their-wits solo consultants all the way to long-established agencies looking to grow their practice — I decided to take a step back and reflect on the strategies I’ve seen both work and not work for consulting entities at different stages of growth. </p><p>That’s what we’ll cover today. If you’re a new consultant, an agency looking to level up the size of your accounts, or an agency looking to move into new service offerings, you’ll find something in this post for you. </p><p>Along the way, you’ll hear from consultants and agency owners at different stages of their business and what they did to get to where they are currently. After all, war stories are way more fun than “here are x steps you can follow to also be amazing” anecdotes. </p><hr><h2>New consultants</h2><p>Tell me if you’ve seen this happen before: a friend is tired of their job, gets laid off, or otherwise finds themselves unemployed. They decide that they’re going to give freelance consulting a go. </p><p>Three months later, they’ve taken a new job at a new agency and are repeating the cycle they went through before. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5d393c62bb74.74561564.png" alt="Screenshot 2017-06-28 10.38.26.png"> </p><p>Sound familiar? If you’re in the digital marketing consulting world, you likely know at least a few, if not closer to a dozen people where this has held true. </p><p>I’m not going to say that everyone goes back to traditional employment because they're having a difficult time getting new clients, but this is far and away the largest reason I see. They get a few months in, they have too few clients paying them too little, and so they panic and go take a job doing what is comfortable. They’ll repeat the cycle in a few years again. </p><p>I get it. The beginning of working for yourself can be terrifying. I’ve been there. Saw a therapist, got the t-shirt, am I right? </p><p>What if I told you that you could avoid this if you really want to? That you could use some proven techniques to get new clients that pay you what you're worth? </p><h3>Overcoming common "new consultant" fears with strategic thinking</h3><p>You’ll hear entrepreneurs who have built and sold their companies (sometimes multiple times) tell you to take a “burn the ships” approach, where you set off and don’t give yourself a time limit or an out if you can’t make it work. </p><p>The problem with this is that it’s a fallacy brought about by survivorship bias — <a href="https://en.wikipedia.org/wiki/Survivorship_bias" target="_blank">defined as</a> "the logical error of concentrating on the people or things that made it past some selection process and overlooking those that did not, typically because of their lack of visibility.” Often these entrepreneurs look back and talk about how they could have done it, or how they did it for their second or third business once they'd already made quite a bit of money. </p><p>Quite simply, if you want to set yourself up for success, you should already have replaced (or have a clear path to replacing) your income from your day job before you even go out on your own. </p><p>You can do this by picking up freelance work on the side from your day job. Get one or two clients that pay you every month and learn how to manage those. Learn what it takes to retain these clients and even grow the accounts. </p><p>Next, figure out the minimum amount of money you need to make every month while only working the number of hours you want to work before you take the leap. If you have two clients, you can probably get two more pretty easily. If you spend 10 hours a week on these two clients and only want to bill 30 hours per week (which is actually quite a lot), then you know you can bring on four more clients at the same level (and fewer clients if they pay you more) and have the lifestyle and income you want. </p><p>It’s simple math. </p><h3>The "new consultant" sales mindset</h3><p>Clients come to solo consultants instead of agencies for a very specific reason. They want direct access to your specific brain and to be able to speak with the person actually doing the work. In fact, I’ve seen many companies come through <a href="https://www.getcredo.com/" target="_blank">Credo</a> who need multiple services (not just strategy) across organic and paid, but they don’t want an account manager setup like they’ve had before with an agency. </p><p>This, plus your experience, is your competitive moat. During the initial discovery call with every potential client, don’t forget that you're interviewing them as much as they're interviewing you. You need to learn: </p><ul> <li>What they are specifically looking to accomplish through retaining someone’s services;</li> <li>What their expectations are for how quickly they will see this;</li> <li>If they have resources to get done what you recommend, or if you have time to implement what they need;</li> <li>Whether they're willing to pay you what you are worth.</li> </ul><p>Assuming all of these check out, then in my opinion, you're good to move forward with the proposal process. </p><h4>A quick word on pricing</h4><p>If you've never worked for an agency before, you should ask agency friends or other freelance friends what they charge per hour, then use that as a benchmark. If you want to raise your rates, then do it slowly with new clients until you hit a ceiling. Now you know your price ceiling for the current services (whether strategy, implementation, or both) you offer. </p><h3>New client acquisition channels</h3><p>Now that we have the common fears identified and you're armed with a better sales mindset, let’s explore the strategies you should leverage first to build your consulting practice to a base where it sustains your lifestyle and you're able to remove the stress of starting from the equation and eventually think about growth. </p><p>The strategies I always counsel brand new solo consultants to use are: </p><ul> <li><strong>Referrals –</strong> Ask your circle of professional peers if they know anyone looking for what you have to offer;</li> <li><strong>Referrals –</strong> Ask your friends and family if they know anyone that might need what you're offering;</li> <li><strong>Agency white label –</strong> Approach agencies in your area to see if they need help on a contract basis with their clients;</li> <li><strong>Teaching –</strong> This is a longer-term play, but a great way to get clients in the long run is to teach others how to do what you do. I’ve seen it hold true that if you teach people how to do what you do, they’ll want to hire you to do it for them.</li> </ul><p>These are the easiest and most direct ways to get introductions to potential clients who are highly likely to close into clients. </p><p>Long-term this does not scale, but it can get you to the point of covering your expenses, allowing you to breathe a little bit and invest for the future. And if you’re smart about it and haven’t signed yourself up for 60+ hours per week of billed work, you can have a great life balance. </p><p>To give some real-world examples, I reached out to two of my friends who became solo consultants in 2013/2014. </p><p>First is <a href="https://twitter.com/tomcritchlow" target="_blank">Tom Critchlow</a>, who went solo in late 2014 after two years at Google New York. When asked how he got his first consulting clients, Tom said that his first leads came from direct referrals from a friend: </p><p><em>“Since that first lead I've gotten about 80% of my clients through referrals from my direct network,” he shared. “I’d definitely emphasize the importance of a strong network and ensuring that you're communicating with your network often to keep them up-to-date with what work you’re doing.”</em> </p><p>Next I chatted with <a href="https://twitter.com/ipullrank" target="_blank">Michael King</a>, who has since built his agency <a href="https://www.getcredo.com/team-member/ipullrank/" target="_blank">iPullRank</a> into an industry powerhouse, and asked him how he got his first clients when he left the NYC agencies he worked for. To get his first, he shared that thought leadership played a huge role: </p><p><em>“My first two clients came through two different methods of thought leadership. One came via a post I’d written for Moz about content strategy, and the other came from a panel I spoke on. Overnight, I went from 0 to 10.5K MRR.” </em> </p><hr><p><em></em> </p><h2>Solo consultants happy staying solo</h2><p>If this is you, then congratulations. In my mind, you’re finding nirvana in a lot of ways. </p><p>Solo consultants with more years of direct consulting experience are able to charge good hourly rates and monthly minimums from clients, <a href="https://www.getcredo.com/digital-marketing-industry-pricing-survey/4/" target="_blank">according to my data</a>. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5d393ceac899.72017487.png" alt="solo consultant pricing.png"> </p><p>Once a consultant has survived the initial push to get new clients, the journey is far from over. In fact, many solo consultants have come up against this and gone through droughts where they were between projects. </p><p>This brings up the question: <strong>How can solo consultants, who can only realistically bring on a limited number of clients before they become too numerous, keep a strong potential client pipeline?</strong> </p><h3>Define your niche and build processes</h3><p>The answer is usually to tightly define your niche and then, depending on your niche, to build processes to deliver high quality work. </p><p>High-touch strategic consulting does not scale. It also does not have to scale if you charge a high hourly rate ($300/hr for strategic consulting that drives large revenue increases is not crazy, and may even be too low), in which case you can work with just a few clients and still create a great income for yourself. </p><p>When you’ve defined your niche, whether affiliate marketing driven by content or <a href="https://www.getcredo.com/bizverticals/real-estate/local-seo/" target="_blank">local SEO for realtors</a>, then you put together the strategy to reach them. </p><p>This should go without saying, but if you're asking how to define your niche, then you aren’t ready to be a highly paid solo consultant yet. Hone your craft and discover who you love to do work for, then go serve those customers on your own. </p><p>Once your niche is defined, you can focus on that group. </p><h3>Targeting your ideal audience</h3><p>As mentioned above, the toughest part of being and staying a solo consultant is managing your workload and saying "no" or “not yet” to potential clients, while at the same time protecting your downside should a client decide to stop your services for any reason, whether your fault or because of internal actions. </p><p>The best solo consultants that I know, who also have a strong pipeline of potential clients, have built this through: </p><ol> <li><strong>Content.</strong> They produce content related to their target market’s problems and thus become a thought leader in that niche. This will often lead to recurring columns in industry publications.</li> <li><strong>A strong referral network.</strong> They know the who’s who of their niche and are their go-to when someone needs the consultant’s specific skillset.</li> <li><strong>Speaking.</strong> Getting a one-off or set of speaking engagements in front of your target audience often directly drives potential clients and cements you as an expert in their minds.</li> </ol><p>The goal is to build your own name as an expert so that you consistently have potential customers approaching you to see if you can work with them, while also knowing your limits and when you may next have available time. </p><p>The goal isn’t to magically be able to get new inquiries when you need them (though this may happen if you’ve built this system), but to be able to go back to a group of people who have already inquired about your services and tell them that you have some availability. A pro move is also to ask if they know anyone who may need your services, as well. </p><h3>Creating processes</h3><p>Not every consultant desires working with large clients who each pay the equivalent of a full-time salary. Some consultants prefer working with smaller clients, mostly small or local businesses, because of the unique challenges that these clients face. </p><p>In this case, the challenge is to work out how you scale quantity without sacrificing quality or client retention. There are many ways to do this: </p><ul> <li>Find an agency or group of consultants you trust that you can outsource certain parts of the project to;</li> <li>Leverage technologies like HubSpot, Moz, or others that allow you to automate a lot of the work;</li> <li>Use tools like HubSpot, Calendly, UberConference, or others to help scale scheduling and admin parts of the business;</li> <li>Use virtual assistants, bookkeeping services like Bench, and payroll services like Gusto to alleviate a lot of the business operations so you have more time to work for clients.</li> </ul><p>As Francois Marcil of <a href="http://www.ehook.co/" target="_blank">Ehook.co</a> shared: </p><p><em>“</em><em>When you have over 10 clients, the time spent attending meetings is the biggest obstacle to serving all your clients well. For this reason, I reserve 2 days of the week for meetings and 3 days for work. The rule is strict, and I inform my clients from the start."</em> </p><p>When a solo consultant sets up these processes, it not only makes their life a lot easier and their clients happier (which leads to better retention, which leads to a healthier business), but it also sets them up for success should they decide later that they want to start an agency. In this case, their processes of both acquiring and managing new clients will let them generate the cash flow needed to make the leap to employing someone full time. </p><hr><h2>Agencies leveling up</h2><p>Some business owners don’t feel the need to constantly push and grow their business. They’re bootstrapped, their business affords them and their employees a great lifestyle, and they have no desire to take on more responsibility with their business. If this is you, then I’m a bit envious and encourage you to enjoy it. </p><p>If you’re anything like me, though, you're never happy with maintaining. You always want to be growing, to be learning, to push yourself and your business to see what it’s capable of. If you’re on this course, then keep reading. </p><p>Your strategies have to change a bit when you go from being a solo consultant to growing your agency. A lot of your processes are going to break or need tweaking as you grow the number of people working on accounts. Your challenge now becomes managing the growth of your headcount while maintaining quality and bringing in great new clients at the same time. </p><p>This is likely way too much for one person to handle, so at some point you’ll be forced to decide what you are great at (and love doing) that is also instrumental to the business’s success. Then hire out for the rest. </p><p>Let’s focus on the sales part, of course. </p><p>At the beginning of your journey as a brand-new consultant, you were likely heavily dependent on one-off referrals from family and friends. But referrals don’t really scale. </p><p>As you’re looking to grow your business quickly, your channels have likely shifted to: </p><ul> <li>Speaking. If you have a dynamic founder who is a keynote-level (or heading in that direction) speaker, this can be great lead generation;</li> <li>Strategic partnerships with investors or other agencies;</li> <li>Your own search traffic and thought leadership on your own website;</li> <li>Your own advertising of your services online.</li> </ul><p>You’re facing the unique challenge of increasing the quantity of potential clients contacting you while not sacrificing quality. While difficult, this is absolutely possible. You can grow your revenue by: </p><ol> <li>Targeting new clients who have similar traits to your existing ideal clients;</li> <li>Growing accounts by upselling your existing clients to other services you offer that they need;</li> <li>Defining a specific niche or type of company where you get outsized returns, and then target them specifically through content, speaking, education, or both.</li> </ol><p>Sales changes as you grow. You’re looking for long-term sustainable clients as it is four to ten times cheaper to retain and grow your current clients than to get new clients (<a href="https://www.linkedin.com/pulse/what-cost-customer-acquisition-vs-retention-ian-kingwill" target="_blank">source</a>). If you're investing in landing new clients, you should not also have to worry about retaining your current clients. If you are, then you are simply refilling a leaky bucket and you will not grow. </p><p>Michael King of iPullRank is no stranger to the challenges that agency founders face as they grow, but he’s successfully transitioned from solo consultant to now managing seven figures in agency income. So what does he do differently? </p><p><em>“The difference is really that it's far more dire,” he shared. “The maintenance of payroll becomes the battery in your back to have to just figure it out. Whereas when you're by yourself and you have a low month or you lose a client, it's not that big of a deal.” </em> </p><p>Johnathan Dane of <a href="https://klientboost.com/" target="_blank">KlientBoost</a> credits lessons he’s learned about sales along the way in growing KlientBoost from himself to $4M in revenue in just a few years:</p><p><em>“We’ve been very fortunate to have 99% of our sales come from our content, and when that happens, our sales cycle is drastically reduced because the potential client already likes us and has found value from what we’ve given them,” he said. “So even 2.5 years in, I still handle the inbound sales — which I know isn’t scalable — but you gotta allow yourself to still have some fun.”</em> </p><p>I should also note that at this point, you should have someone dedicated to sales and onboarding new clients full-time. This can be filled by the founder if the founder is stellar at sales, but most often I see this role being given to a dedicated sales executive who hopefully also has marketing experience, or has proven their aptitude for learning and applying it so they sell the right work. </p><hr><h2>Agencies moving into new service offerings</h2><p>At some point, you may max out your growth in your current niche and with your current offerings. At the same time, you want to continue growing but don’t have the option of increasing client budgets. Or, maybe a new platform emerges (think: Snapchat) that has the opportunity to be big and you want to be an early mover in helping your clients get exposure. </p><p>But moving into new niches is hard when you've established yourself in another service offering and that's how you're known. Every agency has a primary service offering, so how do you move into new niches? </p><p>There are two main ways: </p><ol> <li>Think of this new service offering as a startup in and of itself. It is responsible for its own profit and loss (P&L), as well as landing its own new clients;</li> <li>Upsell your current clients into this new offering as well.</li <p>Posted by <a href=\"https://moz.com/community/users/286615\">dohertyjf</a></p><p>I remember when I first went out on my own to build my business. Because I planned to bootstrap the product into existence, I needed to pick up some consulting work to cover my own bills before I felt comfortable taking time to build my product. </p><p>I had a sizable group of peers that I contacted to let them know that I was no longer with my last company and was looking to bring on a few new clients. Within a week, I had to stop taking introductions because I was so busy! If you’re a brand-new freelance consultant, this post has some goodies for you. </p><p>I have other friends who are purposefully freelance consultants with no current plans to scale beyond it. In fact, they’ve resisted these opportunities because they enjoy what they're doing so much, and are able to charge a premium for it. This post will help you out. </p><p>Some of my friends are at a different stage. They’ve worked for themselves for 3–4 years or longer now and are growing an agency beyond themselves and their own skillset. Along the way, of course, they’re figuring out the challenges of growing headcount and types/sizes of clients while they themselves learn to level up as a CEO, as a manager, and as a sales executive, since agency founders are often the salespeople for the first few years of their company’s existence. The client acquisition strategies change. This post is also for you. </p><p>And finally, agencies often decide that they are ready to expand beyond their main core offering and offer tangential services that they are either being asked for actively or where they perceive an opportunity exists. Since they already have a functional and maybe even (wildly) profitable services business, how can they justify taking time away from that to build out a new service offering? The mindset and strategies change once again. We’ll get into some of those. </p><h2>Building a service-based business is hard</h2><p>Over the last two years, I’ve worked with over 150 agencies and have seen over 800 businesses (it’s probably closer to 1,000 at this point) looking to hire an agency or consultant. I’ve also worked in-house, as a solo consultant, and for a quickly growing boutique digital agency. </p><p>After the experiences I’ve had seeing everyone — from new scared-out-of-their-wits solo consultants all the way to long-established agencies looking to grow their practice — I decided to take a step back and reflect on the strategies I’ve seen both work and not work for consulting entities at different stages of growth. </p><p>That’s what we’ll cover today. If you’re a new consultant, an agency looking to level up the size of your accounts, or an agency looking to move into new service offerings, you’ll find something in this post for you. </p><p>Along the way, you’ll hear from consultants and agency owners at different stages of their business and what they did to get to where they are currently. After all, war stories are way more fun than “here are x steps you can follow to also be amazing” anecdotes. </p><hr><h2>New consultants</h2><p>Tell me if you’ve seen this happen before: a friend is tired of their job, gets laid off, or otherwise finds themselves unemployed. They decide that they’re going to give freelance consulting a go. </p><p>Three months later, they’ve taken a new job at a new agency and are repeating the cycle they went through before. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5d393c62bb74.74561564.png" alt="Screenshot 2017-06-28 10.38.26.png"> </p><p>Sound familiar? If you’re in the digital marketing consulting world, you likely know at least a few, if not closer to a dozen people where this has held true. </p><p>I’m not going to say that everyone goes back to traditional employment because they're having a difficult time getting new clients, but this is far and away the largest reason I see. They get a few months in, they have too few clients paying them too little, and so they panic and go take a job doing what is comfortable. They’ll repeat the cycle in a few years again. </p><p>I get it. The beginning of working for yourself can be terrifying. I’ve been there. Saw a therapist, got the t-shirt, am I right? </p><p>What if I told you that you could avoid this if you really want to? That you could use some proven techniques to get new clients that pay you what you're worth? </p><h3>Overcoming common "new consultant" fears with strategic thinking</h3><p>You’ll hear entrepreneurs who have built and sold their companies (sometimes multiple times) tell you to take a “burn the ships” approach, where you set off and don’t give yourself a time limit or an out if you can’t make it work. </p><p>The problem with this is that it’s a fallacy brought about by survivorship bias — <a href="https://en.wikipedia.org/wiki/Survivorship_bias" target="_blank">defined as</a> "the logical error of concentrating on the people or things that made it past some selection process and overlooking those that did not, typically because of their lack of visibility.” Often these entrepreneurs look back and talk about how they could have done it, or how they did it for their second or third business once they'd already made quite a bit of money. </p><p>Quite simply, if you want to set yourself up for success, you should already have replaced (or have a clear path to replacing) your income from your day job before you even go out on your own. </p><p>You can do this by picking up freelance work on the side from your day job. Get one or two clients that pay you every month and learn how to manage those. Learn what it takes to retain these clients and even grow the accounts. </p><p>Next, figure out the minimum amount of money you need to make every month while only working the number of hours you want to work before you take the leap. If you have two clients, you can probably get two more pretty easily. If you spend 10 hours a week on these two clients and only want to bill 30 hours per week (which is actually quite a lot), then you know you can bring on four more clients at the same level (and fewer clients if they pay you more) and have the lifestyle and income you want. </p><p>It’s simple math. </p><h3>The "new consultant" sales mindset</h3><p>Clients come to solo consultants instead of agencies for a very specific reason. They want direct access to your specific brain and to be able to speak with the person actually doing the work. In fact, I’ve seen many companies come through <a href="https://www.getcredo.com/" target="_blank">Credo</a> who need multiple services (not just strategy) across organic and paid, but they don’t want an account manager setup like they’ve had before with an agency. </p><p>This, plus your experience, is your competitive moat. During the initial discovery call with every potential client, don’t forget that you're interviewing them as much as they're interviewing you. You need to learn: </p><ul> <li>What they are specifically looking to accomplish through retaining someone’s services;</li> <li>What their expectations are for how quickly they will see this;</li> <li>If they have resources to get done what you recommend, or if you have time to implement what they need;</li> <li>Whether they're willing to pay you what you are worth.</li> </ul><p>Assuming all of these check out, then in my opinion, you're good to move forward with the proposal process. </p><h4>A quick word on pricing</h4><p>If you've never worked for an agency before, you should ask agency friends or other freelance friends what they charge per hour, then use that as a benchmark. If you want to raise your rates, then do it slowly with new clients until you hit a ceiling. Now you know your price ceiling for the current services (whether strategy, implementation, or both) you offer. </p><h3>New client acquisition channels</h3><p>Now that we have the common fears identified and you're armed with a better sales mindset, let’s explore the strategies you should leverage first to build your consulting practice to a base where it sustains your lifestyle and you're able to remove the stress of starting from the equation and eventually think about growth. </p><p>The strategies I always counsel brand new solo consultants to use are: </p><ul> <li><strong>Referrals –</strong> Ask your circle of professional peers if they know anyone looking for what you have to offer;</li> <li><strong>Referrals –</strong> Ask your friends and family if they know anyone that might need what you're offering;</li> <li><strong>Agency white label –</strong> Approach agencies in your area to see if they need help on a contract basis with their clients;</li> <li><strong>Teaching –</strong> This is a longer-term play, but a great way to get clients in the long run is to teach others how to do what you do. I’ve seen it hold true that if you teach people how to do what you do, they’ll want to hire you to do it for them.</li> </ul><p>These are the easiest and most direct ways to get introductions to potential clients who are highly likely to close into clients. </p><p>Long-term this does not scale, but it can get you to the point of covering your expenses, allowing you to breathe a little bit and invest for the future. And if you’re smart about it and haven’t signed yourself up for 60+ hours per week of billed work, you can have a great life balance. </p><p>To give some real-world examples, I reached out to two of my friends who became solo consultants in 2013/2014. </p><p>First is <a href="https://twitter.com/tomcritchlow" target="_blank">Tom Critchlow</a>, who went solo in late 2014 after two years at Google New York. When asked how he got his first consulting clients, Tom said that his first leads came from direct referrals from a friend: </p><p><em>“Since that first lead I've gotten about 80% of my clients through referrals from my direct network,” he shared. “I’d definitely emphasize the importance of a strong network and ensuring that you're communicating with your network often to keep them up-to-date with what work you’re doing.”</em> </p><p>Next I chatted with <a href="https://twitter.com/ipullrank" target="_blank">Michael King</a>, who has since built his agency <a href="https://www.getcredo.com/team-member/ipullrank/" target="_blank">iPullRank</a> into an industry powerhouse, and asked him how he got his first clients when he left the NYC agencies he worked for. To get his first, he shared that thought leadership played a huge role: </p><p><em>“My first two clients came through two different methods of thought leadership. One came via a post I’d written for Moz about content strategy, and the other came from a panel I spoke on. Overnight, I went from 0 to 10.5K MRR.” </em> </p><hr><p><em></em> </p><h2>Solo consultants happy staying solo</h2><p>If this is you, then congratulations. In my mind, you’re finding nirvana in a lot of ways. </p><p>Solo consultants with more years of direct consulting experience are able to charge good hourly rates and monthly minimums from clients, <a href="https://www.getcredo.com/digital-marketing-industry-pricing-survey/4/" target="_blank">according to my data</a>. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5d393ceac899.72017487.png" alt="solo consultant pricing.png"> </p><p>Once a consultant has survived the initial push to get new clients, the journey is far from over. In fact, many solo consultants have come up against this and gone through droughts where they were between projects. </p><p>This brings up the question: <strong>How can solo consultants, who can only realistically bring on a limited number of clients before they become too numerous, keep a strong potential client pipeline?</strong> </p><h3>Define your niche and build processes</h3><p>The answer is usually to tightly define your niche and then, depending on your niche, to build processes to deliver high quality work. </p><p>High-touch strategic consulting does not scale. It also does not have to scale if you charge a high hourly rate ($300/hr for strategic consulting that drives large revenue increases is not crazy, and may even be too low), in which case you can work with just a few clients and still create a great income for yourself. </p><p>When you’ve defined your niche, whether affiliate marketing driven by content or <a href="https://www.getcredo.com/bizverticals/real-estate/local-seo/" target="_blank">local SEO for realtors</a>, then you put together the strategy to reach them. </p><p>This should go without saying, but if you're asking how to define your niche, then you aren’t ready to be a highly paid solo consultant yet. Hone your craft and discover who you love to do work for, then go serve those customers on your own. </p><p>Once your niche is defined, you can focus on that group. </p><h3>Targeting your ideal audience</h3><p>As mentioned above, the toughest part of being and staying a solo consultant is managing your workload and saying "no" or “not yet” to potential clients, while at the same time protecting your downside should a client decide to stop your services for any reason, whether your fault or because of internal actions. </p><p>The best solo consultants that I know, who also have a strong pipeline of potential clients, have built this through: </p><ol> <li><strong>Content.</strong> They produce content related to their target market’s problems and thus become a thought leader in that niche. This will often lead to recurring columns in industry publications.</li> <li><strong>A strong referral network.</strong> They know the who’s who of their niche and are their go-to when someone needs the consultant’s specific skillset.</li> <li><strong>Speaking.</strong> Getting a one-off or set of speaking engagements in front of your target audience often directly drives potential clients and cements you as an expert in their minds.</li> </ol><p>The goal is to build your own name as an expert so that you consistently have potential customers approaching you to see if you can work with them, while also knowing your limits and when you may next have available time. </p><p>The goal isn’t to magically be able to get new inquiries when you need them (though this may happen if you’ve built this system), but to be able to go back to a group of people who have already inquired about your services and tell them that you have some availability. A pro move is also to ask if they know anyone who may need your services, as well. </p><h3>Creating processes</h3><p>Not every consultant desires working with large clients who each pay the equivalent of a full-time salary. Some consultants prefer working with smaller clients, mostly small or local businesses, because of the unique challenges that these clients face. </p><p>In this case, the challenge is to work out how you scale quantity without sacrificing quality or client retention. There are many ways to do this: </p><ul> <li>Find an agency or group of consultants you trust that you can outsource certain parts of the project to;</li> <li>Leverage technologies like HubSpot, Moz, or others that allow you to automate a lot of the work;</li> <li>Use tools like HubSpot, Calendly, UberConference, or others to help scale scheduling and admin parts of the business;</li> <li>Use virtual assistants, bookkeeping services like Bench, and payroll services like Gusto to alleviate a lot of the business operations so you have more time to work for clients.</li> </ul><p>As Francois Marcil of <a href="http://www.ehook.co/" target="_blank">Ehook.co</a> shared: </p><p><em>“</em><em>When you have over 10 clients, the time spent attending meetings is the biggest obstacle to serving all your clients well. For this reason, I reserve 2 days of the week for meetings and 3 days for work. The rule is strict, and I inform my clients from the start."</em> </p><p>When a solo consultant sets up these processes, it not only makes their life a lot easier and their clients happier (which leads to better retention, which leads to a healthier business), but it also sets them up for success should they decide later that they want to start an agency. In this case, their processes of both acquiring and managing new clients will let them generate the cash flow needed to make the leap to employing someone full time. </p><hr><h2>Agencies leveling up</h2><p>Some business owners don’t feel the need to constantly push and grow their business. They’re bootstrapped, their business affords them and their employees a great lifestyle, and they have no desire to take on more responsibility with their business. If this is you, then I’m a bit envious and encourage you to enjoy it. </p><p>If you’re anything like me, though, you're never happy with maintaining. You always want to be growing, to be learning, to push yourself and your business to see what it’s capable of. If you’re on this course, then keep reading. </p><p>Your strategies have to change a bit when you go from being a solo consultant to growing your agency. A lot of your processes are going to break or need tweaking as you grow the number of people working on accounts. Your challenge now becomes managing the growth of your headcount while maintaining quality and bringing in great new clients at the same time. </p><p>This is likely way too much for one person to handle, so at some point you’ll be forced to decide what you are great at (and love doing) that is also instrumental to the business’s success. Then hire out for the rest. </p><p>Let’s focus on the sales part, of course. </p><p>At the beginning of your journey as a brand-new consultant, you were likely heavily dependent on one-off referrals from family and friends. But referrals don’t really scale. </p><p>As you’re looking to grow your business quickly, your channels have likely shifted to: </p><ul> <li>Speaking. If you have a dynamic founder who is a keynote-level (or heading in that direction) speaker, this can be great lead generation;</li> <li>Strategic partnerships with investors or other agencies;</li> <li>Your own search traffic and thought leadership on your own website;</li> <li>Your own advertising of your services online.</li> </ul><p>You’re facing the unique challenge of increasing the quantity of potential clients contacting you while not sacrificing quality. While difficult, this is absolutely possible. You can grow your revenue by: </p><ol> <li>Targeting new clients who have similar traits to your existing ideal clients;</li> <li>Growing accounts by upselling your existing clients to other services you offer that they need;</li> <li>Defining a specific niche or type of company where you get outsized returns, and then target them specifically through content, speaking, education, or both.</li> </ol><p>Sales changes as you grow. You’re looking for long-term sustainable clients as it is four to ten times cheaper to retain and grow your current clients than to get new clients (<a href="https://www.linkedin.com/pulse/what-cost-customer-acquisition-vs-retention-ian-kingwill" target="_blank">source</a>). If you're investing in landing new clients, you should not also have to worry about retaining your current clients. If you are, then you are simply refilling a leaky bucket and you will not grow. </p><p>Michael King of iPullRank is no stranger to the challenges that agency founders face as they grow, but he’s successfully transitioned from solo consultant to now managing seven figures in agency income. So what does he do differently? </p><p><em>“The difference is really that it's far more dire,” he shared. “The maintenance of payroll becomes the battery in your back to have to just figure it out. Whereas when you're by yourself and you have a low month or you lose a client, it's not that big of a deal.” </em> </p><p>Johnathan Dane of <a href="https://klientboost.com/" target="_blank">KlientBoost</a> credits lessons he’s learned about sales along the way in growing KlientBoost from himself to $4M in revenue in just a few years:</p><p><em>“We’ve been very fortunate to have 99% of our sales come from our content, and when that happens, our sales cycle is drastically reduced because the potential client already likes us and has found value from what we’ve given them,” he said. “So even 2.5 years in, I still handle the inbound sales — which I know isn’t scalable — but you gotta allow yourself to still have some fun.”</em> </p><p>I should also note that at this point, you should have someone dedicated to sales and onboarding new clients full-time. This can be filled by the founder if the founder is stellar at sales, but most often I see this role being given to a dedicated sales executive who hopefully also has marketing experience, or has proven their aptitude for learning and applying it so they sell the right work. </p><hr><h2>Agencies moving into new service offerings</h2><p>At some point, you may max out your growth in your current niche and with your current offerings. At the same time, you want to continue growing but don’t have the option of increasing client budgets. Or, maybe a new platform emerges (think: Snapchat) that has the opportunity to be big and you want to be an early mover in helping your clients get exposure. </p><p>But moving into new niches is hard when you've established yourself in another service offering and that's how you're known. Every agency has a primary service offering, so how do you move into new niches? </p><p>There are two main ways: </p><ol> <li>Think of this new service offering as a startup in and of itself. It is responsible for its own profit and loss (P&L), as well as landing its own new clients;</li> <li>Upsell your current clients into this new offering as well.</li What to Do When a New Potential SEO Client Contacts You https://moz.com/blog/how-to-get-new-clients Moz Blog urn:uuid:15e67c00-789e-dc92-31c3-dad7a0445034 Tue, 16 Jan 2018 00:05:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/286615\">dohertyjf</a></p><p>If you’re an agency owner or solo consultant, you’re probably constantly thinking about getting new clients. And we’re inundated in this industry with too much advice around new marketing funnels, new marketing ideas, and "one weird tricks to 10x your traffic overnight." </p><p>But something we don’t talk about enough is <em>what you do when you actually convert that person into a real contact on your site.</em> </p><p>I’m not talking about “a lead” here, because that word is used so widely in our space and has come to mean everything and nothing at the same time. A lead could be an email address and it could be a long form submission telling you everything about their needs as well as their budget and their birth city. </p><p>What I’m talking about here is marketing qualified lead (MQL) that you are going to turn into a sales qualified lead (SQL) so that you can turn them into a business qualified lead (aka a new client). (Note: I just made up business qualified lead, so don’t go around talking about BQLs. Or do, but credit me!). </p><p>Over the last two years I’ve helped a lot of businesses connect with great marketing providers through my company Credo, and through that I’ve been able to watch how agencies and consultants alike pitch work. </p><p>I see all sorts of strategies done to try to close a lead into a client, such as: </p><ul> <li>Send an intake survey to try to vet the lead more;</li> <li>Send them <a href="https://calendly.com/">a Calendly link</a> to get them to schedule a call as soon as possible;</li> <li>Send an initial proposal after the first call and then refine it with the client on the phone;</li> <li>Send tracked proposals using a tool like DocSend so you can follow up depending on if they’ve viewed it or not.</li> </ul><p>There are many more that I have seen as well. Some work well, others don’t. This post isn’t going to dig into the various tactics you can use, as you should be testing those yourself. </p><p>What I care about is that you develop a sales strategy that sets a strong base and that you can build from into the future. </p><p>I also get a unique view on the industry because I get to see what kind of sales process actually closes potential clients into actual clients. So while you may be doing something that you think works really well, there is a great chance that I know a better way. </p><p>And today, I’m going to give you a view into what I know closes clients, and the sales process that I use to close a high percentage of projects who want to work with me into clients. </p><h2>What to do when a client contacts you</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45a9896793.50530660.png"> </p><p>The first rule of sales in a service business like a consulting agency is that the earlier you reply to a prospective client, the more likely you are to close them into an actual client. </p><p>Over the last couple of years I have tried to educate businesses that they should speak with multiple agencies and get multiple proposals so that they can understand what each agency has to offer and be able to compare them against each other in order to arrive at the right decision for their specific business. </p><p>And yet, time and time again I see the first agency to respond to be the one to close the project probably 70% of the time. </p><p>This can absolutely be a templated response, and tools like Gmail’s Canned Responses or templates within your CRM of choice. I personally use <a href="https://www.hubspot.com/products/crm">HubSpot’s</a> and push form entries there via <a href="https://zapier.com/apps/gravity-forms/integrations/hubspot-crm/1461/send-gravity-forms-entries-to-hubspot-crm">Zapier</a>, but there are many different connectors out there so I am sure you can find one that connects your form technology to your CRM. </p><p>In your response, you have to include these three at minimum: </p><ol> <li>Respond as quickly as possible and thank them for contacting you</li> <li>Acknowledge the project they say they are interested in</li> <li>Schedule a time to chat on the phone as quickly as possible</li> </ol><p>As I said above, I’ve seen many agencies send an intake questionnaire that is a page or two long before even getting on the phone with the potential client. </p><p>I advise against this simply because this slows down the process and some clients that you would otherwise win will simply move on to another agency. You’re giving them work when really what you need to do is remove friction from their decision to choose you. </p><p>This initial contact is also not the place to tell them all of the brands you have helped and the results you have gotten. If they’re contacting you, they are already interested. Don’t make them think. </p><p>You have one goal with your response: to get them to schedule a phone call with you. </p><h2>What to learn on the first call</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45aa42c0d0.12300341.png"> </p><p>If you’ve followed my instructions above, you’re getting the client to schedule a call with you when you are available as quickly as possible. Don’t forget to have them include their phone number as well! </p><p>Schedule the call for 30 minutes so that you can: </p><ol> <li>Get an understanding for their project, and</li> <li>Not invest too much time into them in case they are not qualified enough.</li> </ol><p><em>As a side note, if you are getting too many “leads” (may we all be so lucky) that are not qualified for your business and thus wasting you or your salesperson’s time then you may want to look at adding some friction to your lead forms. More is not always better.</em> </p><p>Hopefully you have an idea of who your best clients are and the kind of work they have hired you to do that you are best-in-class doing, so you need to walk away from this first call at minimum knowing if they are a good fit or not. </p><p>If they are a good fit, then you can move them on in your sales process (usually a recap and another call). </p><p>Hopefully you will also be able to use this process to qualify out the leads who on the surface seem to be a good fit because they were able and willing to successfully fill out your lead form, but when you dig deeper into their business and needs you realize that they are not a good fit. We’ll talk about this more in a minute. </p><p>On this initial phone call, you need to cover all of these so that you know if you should pitch the work or not: </p><ol> <li>What their business model is, so that you can understand if they are profitable;</li> <li>The type of project they are looking for, such as strategy or services or a combination therein;</li> <li>Their internal team structure and their knowledge of the marketing channel they are inquiring to you about;</li> <li>Whether the person you are speaking with is the person who has final signoff and budgetary control, or if they have been tasked with sourcing an agency but ultimately are not the decision maker;</li> <li>Their budget range;</li> <li>Their timetable for wanting to get started.</li> </ol><p>Thank them for their time and set their expectations about what you will do next and when they can expect to hear back from you. </p><p>Now your work really begins. </p><h2>After the first call</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45aae29491.98721497.png"> </p><p>Assuming the first call goes well with your prospective client, you need a process that you follow so that followups do not fall down and you can keep the process moving forward. </p><p>This part is important. </p><p>Right after the call, you need to follow up with the person you spoke with <em>via email</em> to recap the call and reiterate your next steps. </p><p>First, you should thank them for their time. Regardless of whether or not you ultimately decide to pitch the project, you should be grateful that they decided to speak with you and not someone else. </p><p>Second, you should recap what you discussed on the call. I like to take notes with my CRM (I use HubSpot as mentioned above) and then use those to write the recap. A CRM should integrate with your email system and allow you to email the prospect from directly within it so that you do not have to move between your CRM and your email client. </p><p>Here is a templated response that I use when replying to someone after our initial call: </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45ab9bfde1.76771383.png"> </p><p>Now you can go and review their project and website metrics to see where you think you can add value to them, and if it’s a project you think can be successful within the budget they have outlined for you. </p><p>Then, you get to decide if you should pitch for the project or refer them elsewhere. </p><h2>Deciding whether to pitch the work</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45ac4c82e0.42694336.png"> </p><p>Sales is all about determining who the right prospects are and are not, and then optimizing your time so that you focus on the clients you want to sign and not on the ones that are not a good fit for your business. </p><p>Hopefully you know who your ideal customer is, in terms of budget but also the type of work they need (strategy, services, or some combination therein) as well as the marketing channel(s). Once you know who your ideal customer is and is not, you or your sales team will have a much easier time determining whether or not you should pitch the work. </p><p>In my experience with seeing over a thousand projects introduced to marketing providers, the six factors mentioned in the “What to learn on the first call” section are the ones that reliably help you understand whether you should pitch the work or not. </p><p>Some of the factors to avoid are: </p><ol> <li>Unrealistic expectations or timelines</li> <li>No or low budget</li> <li>No resources to get things done </li> <li>Their last four agencies haven't worked out</li> <li>Going out of business “unless they get help”</li> </ol><p>I love that so many in the SEO industry are so helpful and genuinely good people who want to help others, but if you start taking on clients that can’t pay you what you need to operate a profitable business or have had issues with many other agencies then you are doing yourself and your business a disservice. </p><p>If I had a dollar for every time I heard an agency say that they “pitched the work, but set the budget high” I’d be financially independent and retired to a mountain town in Switzerland by now. </p><p>Hear me loud and clear here: </p><p><em>You do not have to pitch every project that comes across your lap.</em> </p><p>If the project does not meet your minimum project budget, the type of client that you know you can get outsized returns for, or is not within your core competency (your <a href="https://www.inc.com/laura-garnett/are-you-operating-in-your-zone-of-genius.html">zone of genius</a>) then you should not pitch the project. </p><p>Let me explain why. </p><p>If a client is below your minimum project threshold and you pitch them, then you have wasted two people’s time. You have wasted your time by creating a proposal and potential project plan, and you have wasted their time because they had to take the time out of their day to review something that they will never sign off on. </p><p>Second, if they negotiate back to try to get the budget lower, you are going to spend your time to get a project that is smaller than what they ideally need and can afford. You are literally spending time to make less money, when you could take that time to pitch and negotiate with someone who can easily afford your services. </p><p>Should you sign the project that is smaller than or right at your minimum while at the same time being at very top end of their budget, you can almost be assured that this client will take up much more time than they are paying for because they feel the pressure to make it work quickly. Unless you set expectations explicitly and are very good at saying no to requests for work that are outside of the scope of what they are paying for, this project will quickly snowball and take up too much time, thus putting it in the red. </p><p>Don’t pitch a project that is very likely to go into the red budget-wise. That is business 101, and you will regret it. I promise. </p><h2>Conclusion</h2><p>I hope this post has been helpful to you in learning what to do when a new potential consulting client first contacts you or your agency. </p><p>First, speed is of the essence. While we want to believe that the best pitch will ultimately win the business, experience tells us that it is most often the first person to respond who actually gets to pitch and sign the business. </p><p>Second, get the potential client on the phone as quickly as possible. Do not rely on email, as you can gain way more information on a 30 minute call than in a string of emails. People are busy and you do not want to create more friction for them. Get them on the phone. </p><p>Third, you need to send a followup email within a few hours of the phone call where you thank them for their time, recap what you discussed, and then set their expectations for what your next steps are and when they will hear from you again. Feel free to use my template and adjust it for your specific needs. </p><p>Fourth, decide if you want to pitch the project. Don’t pitch projects that are too small, outside your/your agency’s zone of genius, what you have to offer is not their highest leverage option, or they are not set up internally to make the project successful. This project will not succeed if any of these are true. </p><p>I am also <a href="https://www.johnfdoherty.com/pricing-book/">writing an ebook</a> that is hopefully out in Q1 2018 about everything I’ve learned seeing over 1,100 projects come through Credo. If you’re interested to hear when it launches, sign up. </p><p>I’d love to hear your comments below and interact with you around better sales for digital marketing consulting work! </p><hr><p><em><strong>Editor's note:</strong> The original version of this post was published by mistake due to an oversight; you can see it live <a href="https://www.searchenginejournal.com/get-new-clients/216661/" target="_blank">here</a>. We apologize tremendously for the error.</em> </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/286615\">dohertyjf</a></p><p>If you’re an agency owner or solo consultant, you’re probably constantly thinking about getting new clients. And we’re inundated in this industry with too much advice around new marketing funnels, new marketing ideas, and "one weird tricks to 10x your traffic overnight." </p><p>But something we don’t talk about enough is <em>what you do when you actually convert that person into a real contact on your site.</em> </p><p>I’m not talking about “a lead” here, because that word is used so widely in our space and has come to mean everything and nothing at the same time. A lead could be an email address and it could be a long form submission telling you everything about their needs as well as their budget and their birth city. </p><p>What I’m talking about here is marketing qualified lead (MQL) that you are going to turn into a sales qualified lead (SQL) so that you can turn them into a business qualified lead (aka a new client). (Note: I just made up business qualified lead, so don’t go around talking about BQLs. Or do, but credit me!). </p><p>Over the last two years I’ve helped a lot of businesses connect with great marketing providers through my company Credo, and through that I’ve been able to watch how agencies and consultants alike pitch work. </p><p>I see all sorts of strategies done to try to close a lead into a client, such as: </p><ul> <li>Send an intake survey to try to vet the lead more;</li> <li>Send them <a href="https://calendly.com/">a Calendly link</a> to get them to schedule a call as soon as possible;</li> <li>Send an initial proposal after the first call and then refine it with the client on the phone;</li> <li>Send tracked proposals using a tool like DocSend so you can follow up depending on if they’ve viewed it or not.</li> </ul><p>There are many more that I have seen as well. Some work well, others don’t. This post isn’t going to dig into the various tactics you can use, as you should be testing those yourself. </p><p>What I care about is that you develop a sales strategy that sets a strong base and that you can build from into the future. </p><p>I also get a unique view on the industry because I get to see what kind of sales process actually closes potential clients into actual clients. So while you may be doing something that you think works really well, there is a great chance that I know a better way. </p><p>And today, I’m going to give you a view into what I know closes clients, and the sales process that I use to close a high percentage of projects who want to work with me into clients. </p><h2>What to do when a client contacts you</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45a9896793.50530660.png"> </p><p>The first rule of sales in a service business like a consulting agency is that the earlier you reply to a prospective client, the more likely you are to close them into an actual client. </p><p>Over the last couple of years I have tried to educate businesses that they should speak with multiple agencies and get multiple proposals so that they can understand what each agency has to offer and be able to compare them against each other in order to arrive at the right decision for their specific business. </p><p>And yet, time and time again I see the first agency to respond to be the one to close the project probably 70% of the time. </p><p>This can absolutely be a templated response, and tools like Gmail’s Canned Responses or templates within your CRM of choice. I personally use <a href="https://www.hubspot.com/products/crm">HubSpot’s</a> and push form entries there via <a href="https://zapier.com/apps/gravity-forms/integrations/hubspot-crm/1461/send-gravity-forms-entries-to-hubspot-crm">Zapier</a>, but there are many different connectors out there so I am sure you can find one that connects your form technology to your CRM. </p><p>In your response, you have to include these three at minimum: </p><ol> <li>Respond as quickly as possible and thank them for contacting you</li> <li>Acknowledge the project they say they are interested in</li> <li>Schedule a time to chat on the phone as quickly as possible</li> </ol><p>As I said above, I’ve seen many agencies send an intake questionnaire that is a page or two long before even getting on the phone with the potential client. </p><p>I advise against this simply because this slows down the process and some clients that you would otherwise win will simply move on to another agency. You’re giving them work when really what you need to do is remove friction from their decision to choose you. </p><p>This initial contact is also not the place to tell them all of the brands you have helped and the results you have gotten. If they’re contacting you, they are already interested. Don’t make them think. </p><p>You have one goal with your response: to get them to schedule a phone call with you. </p><h2>What to learn on the first call</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45aa42c0d0.12300341.png"> </p><p>If you’ve followed my instructions above, you’re getting the client to schedule a call with you when you are available as quickly as possible. Don’t forget to have them include their phone number as well! </p><p>Schedule the call for 30 minutes so that you can: </p><ol> <li>Get an understanding for their project, and</li> <li>Not invest too much time into them in case they are not qualified enough.</li> </ol><p><em>As a side note, if you are getting too many “leads” (may we all be so lucky) that are not qualified for your business and thus wasting you or your salesperson’s time then you may want to look at adding some friction to your lead forms. More is not always better.</em> </p><p>Hopefully you have an idea of who your best clients are and the kind of work they have hired you to do that you are best-in-class doing, so you need to walk away from this first call at minimum knowing if they are a good fit or not. </p><p>If they are a good fit, then you can move them on in your sales process (usually a recap and another call). </p><p>Hopefully you will also be able to use this process to qualify out the leads who on the surface seem to be a good fit because they were able and willing to successfully fill out your lead form, but when you dig deeper into their business and needs you realize that they are not a good fit. We’ll talk about this more in a minute. </p><p>On this initial phone call, you need to cover all of these so that you know if you should pitch the work or not: </p><ol> <li>What their business model is, so that you can understand if they are profitable;</li> <li>The type of project they are looking for, such as strategy or services or a combination therein;</li> <li>Their internal team structure and their knowledge of the marketing channel they are inquiring to you about;</li> <li>Whether the person you are speaking with is the person who has final signoff and budgetary control, or if they have been tasked with sourcing an agency but ultimately are not the decision maker;</li> <li>Their budget range;</li> <li>Their timetable for wanting to get started.</li> </ol><p>Thank them for their time and set their expectations about what you will do next and when they can expect to hear back from you. </p><p>Now your work really begins. </p><h2>After the first call</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45aae29491.98721497.png"> </p><p>Assuming the first call goes well with your prospective client, you need a process that you follow so that followups do not fall down and you can keep the process moving forward. </p><p>This part is important. </p><p>Right after the call, you need to follow up with the person you spoke with <em>via email</em> to recap the call and reiterate your next steps. </p><p>First, you should thank them for their time. Regardless of whether or not you ultimately decide to pitch the project, you should be grateful that they decided to speak with you and not someone else. </p><p>Second, you should recap what you discussed on the call. I like to take notes with my CRM (I use HubSpot as mentioned above) and then use those to write the recap. A CRM should integrate with your email system and allow you to email the prospect from directly within it so that you do not have to move between your CRM and your email client. </p><p>Here is a templated response that I use when replying to someone after our initial call: </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45ab9bfde1.76771383.png"> </p><p>Now you can go and review their project and website metrics to see where you think you can add value to them, and if it’s a project you think can be successful within the budget they have outlined for you. </p><p>Then, you get to decide if you should pitch for the project or refer them elsewhere. </p><h2>Deciding whether to pitch the work</h2><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/how-to-get-new-clients/5a5e45ac4c82e0.42694336.png"> </p><p>Sales is all about determining who the right prospects are and are not, and then optimizing your time so that you focus on the clients you want to sign and not on the ones that are not a good fit for your business. </p><p>Hopefully you know who your ideal customer is, in terms of budget but also the type of work they need (strategy, services, or some combination therein) as well as the marketing channel(s). Once you know who your ideal customer is and is not, you or your sales team will have a much easier time determining whether or not you should pitch the work. </p><p>In my experience with seeing over a thousand projects introduced to marketing providers, the six factors mentioned in the “What to learn on the first call” section are the ones that reliably help you understand whether you should pitch the work or not. </p><p>Some of the factors to avoid are: </p><ol> <li>Unrealistic expectations or timelines</li> <li>No or low budget</li> <li>No resources to get things done </li> <li>Their last four agencies haven't worked out</li> <li>Going out of business “unless they get help”</li> </ol><p>I love that so many in the SEO industry are so helpful and genuinely good people who want to help others, but if you start taking on clients that can’t pay you what you need to operate a profitable business or have had issues with many other agencies then you are doing yourself and your business a disservice. </p><p>If I had a dollar for every time I heard an agency say that they “pitched the work, but set the budget high” I’d be financially independent and retired to a mountain town in Switzerland by now. </p><p>Hear me loud and clear here: </p><p><em>You do not have to pitch every project that comes across your lap.</em> </p><p>If the project does not meet your minimum project budget, the type of client that you know you can get outsized returns for, or is not within your core competency (your <a href="https://www.inc.com/laura-garnett/are-you-operating-in-your-zone-of-genius.html">zone of genius</a>) then you should not pitch the project. </p><p>Let me explain why. </p><p>If a client is below your minimum project threshold and you pitch them, then you have wasted two people’s time. You have wasted your time by creating a proposal and potential project plan, and you have wasted their time because they had to take the time out of their day to review something that they will never sign off on. </p><p>Second, if they negotiate back to try to get the budget lower, you are going to spend your time to get a project that is smaller than what they ideally need and can afford. You are literally spending time to make less money, when you could take that time to pitch and negotiate with someone who can easily afford your services. </p><p>Should you sign the project that is smaller than or right at your minimum while at the same time being at very top end of their budget, you can almost be assured that this client will take up much more time than they are paying for because they feel the pressure to make it work quickly. Unless you set expectations explicitly and are very good at saying no to requests for work that are outside of the scope of what they are paying for, this project will quickly snowball and take up too much time, thus putting it in the red. </p><p>Don’t pitch a project that is very likely to go into the red budget-wise. That is business 101, and you will regret it. I promise. </p><h2>Conclusion</h2><p>I hope this post has been helpful to you in learning what to do when a new potential consulting client first contacts you or your agency. </p><p>First, speed is of the essence. While we want to believe that the best pitch will ultimately win the business, experience tells us that it is most often the first person to respond who actually gets to pitch and sign the business. </p><p>Second, get the potential client on the phone as quickly as possible. Do not rely on email, as you can gain way more information on a 30 minute call than in a string of emails. People are busy and you do not want to create more friction for them. Get them on the phone. </p><p>Third, you need to send a followup email within a few hours of the phone call where you thank them for their time, recap what you discussed, and then set their expectations for what your next steps are and when they will hear from you again. Feel free to use my template and adjust it for your specific needs. </p><p>Fourth, decide if you want to pitch the project. Don’t pitch projects that are too small, outside your/your agency’s zone of genius, what you have to offer is not their highest leverage option, or they are not set up internally to make the project successful. This project will not succeed if any of these are true. </p><p>I am also <a href="https://www.johnfdoherty.com/pricing-book/">writing an ebook</a> that is hopefully out in Q1 2018 about everything I’ve learned seeing over 1,100 projects come through Credo. If you’re interested to hear when it launches, sign up. </p><p>I’d love to hear your comments below and interact with you around better sales for digital marketing consulting work! </p><hr><p><em><strong>Editor's note:</strong> The original version of this post was published by mistake due to an oversight; you can see it live <a href="https://www.searchenginejournal.com/get-new-clients/216661/" target="_blank">here</a>. We apologize tremendously for the error.</em> </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> Martin Luther King Jr. Day 2018 Google doodle honors Dr. King & his dream for a better world https://searchengineland.com/martin-luther-king-jr-day-2018-google-doodle-honors-dr-king-dream-better-world-289783 Search Engine Land urn:uuid:8ec32dc3-269a-9a72-cb3e-747b00ab1d11 Mon, 15 Jan 2018 15:40:39 +0000 <p>The image was designed by guest artist Cannaday Chapman and created in collaboration with the Black Googlers Network.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/martin-luther-king-jr-day-2018-google-doodle-honors-dr-king-dream-better-world-289783">Martin Luther King Jr. Day 2018 Google doodle honors Dr. King &#038; his dream for a better world</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/martin-luther-king-jr-day-featured-image-800x450.png" alt="" width="800" height="450" class="aligncenter size-large wp-image-289784" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/martin-luther-king-jr-day-featured-image-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/martin-luther-king-jr-day-featured-image-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/martin-luther-king-jr-day-featured-image-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google is marking Martin Luther King Day with a <a href="https://searchengineland.com/library/google/google-logos">doodle</a> designed by the guest artist, Cannaday Chapman. </p> <p>According to Chapman, his image of a young girl on her father&#8217;s shoulders listening to Dr. King speak is meant to evoke Dr. King&#8217;s dream of creating a better world for all children. </p> <p>&#8220;It may appear that this movement or any civil rights movement was brought about by one person, but it&#8217;s the people that have the power to bring change,&#8221; says Chapman whose artwork highlights Dr. King&#8217;s audience versus depicting an image of the civil rights champion. </p> <p>Leading to a search for &#8220;Martin Luther King Jr. Day 2018,&#8221; the doodle was created in collaboration with the Black Googlers Network, an internal employee group focused on on empowering Google&#8217;s black community. </p> <p>Chapman says he wants his artwork on Google&#8217;s homepage to inspire people to reflect on this moment in history. </p> <p>&#8220;I would like people to remember that current events and our actions today will shape the future generations of tomorrow. What kind of example do we want to set for our children and our children&#8217;s children?&#8221; </p> <p>When asked what Martin Luther King Day means to him, Chapman says Dr. King&#8217;s message is especially relevant for today and the remainder of civilization. </p> <p>&#8220;Dr. King is most remembered for fighting for the rights of African Americans, but he fought for the rights of all Americans. He believed in fairness and equity for everyone,&#8221; says Chapman, &#8220;As a black man, I wouldn&#8217;t be able to do what I&#8217;m doing today if it wasn&#8217;t for him and the brave people of the civil rights movement.&#8221;</p> <p>In addition to publishing an interview with Chapman on the <a href="https://www.google.com/doodles/martin-luther-king-jr-day-2018">Google Doodle Blog</a>, Google shared a few of his initial sketches for the doodle: </p> <img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Chapman-King-sketches.jpg" alt="" width="1020" height="1320" class="aligncenter size-full wp-image-289787" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Chapman-King-sketches.jpg 1020w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Chapman-King-sketches-309x400.jpg 309w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Chapman-King-sketches-768x994.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Chapman-King-sketches-464x600.jpg 464w" sizes="(max-width: 1020px) 100vw, 1020px" /> <p>Here is the full Martin Luther King Day image currently on Google&#8217;s homepage: </p> <img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/martin-luther-king-jr-day.png" alt="" width="1150" height="460" class="aligncenter size-full wp-image-289786" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/martin-luther-king-jr-day.png 1150w, https://searchengineland.com/figz/wp-content/seloads/2018/01/martin-luther-king-jr-day-600x240.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/martin-luther-king-jr-day-768x307.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/martin-luther-king-jr-day-800x320.png 800w" sizes="(max-width: 1150px) 100vw, 1150px" /> <p>A professional artist and illustrator, Chapman&#8217;s work has appeared in a number of well-known publications, including The New Yorker, The New York Times, and Oprah Magazine &#8212; and now Google&#8217;s homepage in the US. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/martin-luther-king-jr-day-2018-google-doodle-honors-dr-king-dream-better-world-289783">Martin Luther King Jr. Day 2018 Google doodle honors Dr. King &#038; his dream for a better world</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Google to fix reverse image search bug https://searchengineland.com/google-fix-reverse-image-search-bug-image-thumbnails-not-included-289779 Search Engine Land urn:uuid:81a20055-7de9-ec1d-2acf-f5352987273f Mon, 15 Jan 2018 15:36:17 +0000 <p>"Pages that include matching images" section is not showing image thumbnails as it should.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-fix-reverse-image-search-bug-image-thumbnails-not-included-289779">Google to fix reverse image search bug</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="alignnone size-large wp-image-246269" src="https://searchengineland.com/figz/wp-content/seloads/2016/03/google-photos-images-camera-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2016/03/google-photos-images-camera-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2016/03/google-photos-images-camera-ss-1920-600x338.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2016/03/google-photos-images-camera-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google has confirmed it is working on a fix for a bug that is affecting reverse image search, which can be used to find related images, sites using an image and other sizes of an image.</p> <p>Because of the bug, first <a href="https://www.seroundtable.com/google-reverse-image-search-change-25058.html" rel="no follow">reported on</a> Thursday, the section of those search results that typically show &#8220;Pages that include matching images&#8221; no longer display the thumbnails of matching images or their dimensions.</p> <p>Danny Sullivan, Google&#8217;s public liaison for search, confirmed the reverse image search bug on <a href="https://twitter.com/dannysullivan/status/952270217136295936">Twitter</a> Saturday. Sullivan added that a fix is in progress and that it could &#8220;take up to a week for the fix to fully roll out to everyone.&#8221;</p> <p>This is what you should see in the &#8220;Pages that include matching images&#8221; section of <a href="https://support.google.com/websearch/answer/1325808?hl=en">reverse image search</a> results:</p> <img class="alignnone size-full wp-image-289780" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/before-1515675436.png" alt="" width="520" height="792" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/before-1515675436.png 520w, https://searchengineland.com/figz/wp-content/seloads/2018/01/before-1515675436-263x400.png 263w, https://searchengineland.com/figz/wp-content/seloads/2018/01/before-1515675436-394x600.png 394w" sizes="(max-width: 520px) 100vw, 520px" /> <p>This is how that section appears &#8212; without the thumbnail images and images dimensions &#8212; as a result of the bug.</p> <img class="alignnone size-full wp-image-289781" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-reverse-image-search-bug.png" alt="" width="687" height="1185" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-reverse-image-search-bug.png 687w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-reverse-image-search-bug-232x400.png 232w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-reverse-image-search-bug-348x600.png 348w" sizes="(max-width: 687px) 100vw, 687px" /> <p>Again, this should be resolved within a week, according to Google.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-fix-reverse-image-search-bug-image-thumbnails-not-included-289779">Google to fix reverse image search bug</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Understanding AdWords keyword match types for manufacturers https://searchengineland.com/understanding-adwords-keyword-match-types-manufacturers-289399 Search Engine Land urn:uuid:9aac88b6-fed6-20c6-6c3a-a96f094653c7 Mon, 15 Jan 2018 15:35:06 +0000 <p>With much of AdWords' help documentation geared towards retailers, it can be confusing for manufacturers to figure out how best to utilize the platform. This guide to match types for manufacturers from columnist Dianna Huff can help.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/understanding-adwords-keyword-match-types-manufacturers-289399">Understanding AdWords keyword match types for manufacturers</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-230765" src="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-yellow2-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-yellow2-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2015/09/google-adwords-yellow2-1920-600x338.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>In a <a href="https://searchengineland.com/ppc-challenge-selling-manufacturing-capability-vs-stock-products-282646">previous column</a>, I addressed the challenges paid search advertising can present to industrial manufacturers who sell capabilities versus stock products.</p> <p>Another challenge is the AdWords help files themselves. As an advertising platform, AdWords is geared more to retailers &#8212; when a platform uses common retail products to illustrate keyword strategies, it’s often hard to see how the example relates to keywords for complex manufacturing capabilities.</p> <p>For example, under <a href="https://support.google.com/adwords/answer/2453981?hl=en">Basic Tips for Building a Keyword List</a>, AdWords uses the example of men’s shoes:</p> <img class="has-border aligncenter wp-image-289400 size-full" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-help.png" alt="adwords-help-file" width="771" height="263" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-help.png 771w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-help-600x205.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-help-768x262.png 768w" sizes="(max-width: 771px) 100vw, 771px" /> <p>If you’re a manufacturer offering a capability or products manufactured to engineers’ specifications for use in unique applications, it can be tough to come up with multiple basic categories if you&#8217;re thinking in terms of clothing items. “Well,” you might think, “we make precision machined parts,” or, “we electropolish stainless steel parts. I can&#8217;t think of another category.&#8221;</p> <p>This confusion then carries over into keyword match type. &#8220;If you sell hats,&#8221; says one of the help files, then adding a &#8220;+women’s hats&#8221; will ensure your ads get shown.</p> <p>&#8220;Errrr&#8230; but we do machining,” you’re thinking. “How do these matching options apply to us?”</p> <h2>Keyword match types &#8212; the &#8220;don&#8217;t hurt my brain&#8221; version</h2> <p>When you input your keywords into AdWords, you need to select the keyword match type: Broad, Modified Broad, Phrase, or Exact.</p> <p>Keyword match types help control how Google searches will trigger your ads. If you match too broadly, your ads may get triggered by irrelevant searches, which can lead to costly non-converting clicks.</p> <p>Match too tightly, and your ads may not trigger at all because of the dreaded “low search volume” message.</p> <p>To facilitate understanding of match types for manufacturers just starting out in AdWords, I’ve used the analogy of print media advertising in the following examples. (PPC pros will know I’m taking some liberties using this analogy. But while it’s not perfect, it does communicate the main idea.)</p> <p>All examples used are for illustrative purposes only. My agency has no relationship with any of the companies shown in the screenshots.</p> <h3>1. Broad match</h3> <p>Broad match is the default match type, and with it, you reach the widest audience. With Broad Match, your ad may appear when a user’s search query includes any word in your key phrase, in any order, along with variations of it &#8212; which you can see in Figure 1 for the search phrase “metal stamping.”</p> <p>Notice how the second ad reads, “Stamp your own jewelry &amp; metal,” while the third ad is for metal stamp kits from Amazon.</p> <p>Using the print media analogy, Broad Match is the equivalent of putting an ad in the front section of a major urban newspaper, such as the <em>Boston Globe</em>. You’re reaching a wide audience with little segmentation.</p> <div id="attachment_289401" style="width: 804px" class="wp-caption aligncenter"><img class="has-border wp-image-289401 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-1-794x600.png" alt="adwords-broad-match" width="794" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-1-794x600.png 794w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-1-530x400.png 530w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-1-768x580.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-1.png 805w" sizes="(max-width: 794px) 100vw, 794px" /><p class="wp-caption-text">Figure 1: Broad match example</p></div> <h3>2. Modified broad match</h3> <p>Let’s say your company makes die-cut metal parts. To segment your audience by application type, you can use modified broad match by placing a “+” sign in front of die-cut. Your keyword match would look like this: +die-cut metal stamping. The “+” sign tells Google to show your ads for broad match queries that include “metal stamping” plus this differentiator (Figure 2).</p> <p>Modified broad match allows you to segment your audience while still keeping relatively high impression volumes (important if you’re also trying to build exposure for your company and its capabilities).</p> <p>In print media, the equivalent of this type of matching would be placing an ad in the <strong>business section</strong> of the <em>Boston Globe </em>or in a trade publication the reaches multiple audience types. You still have broad reach, but you’re narrowing your audience.</p> <div id="attachment_289402" style="width: 804px" class="wp-caption aligncenter"><img class="has-border wp-image-289402 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-2-794x600.png" alt="adwords-modified-broad-match" width="794" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-2.png 794w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-2-529x400.png 529w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-2-768x580.png 768w" sizes="(max-width: 794px) 100vw, 794px" /><p class="wp-caption-text">Figure 2: Modified broad match example</p></div> <h3>3. Phrase match</h3> <p>Phrase match gives a higher level of control. When you add quotation marks to a keyword, you’re telling Google to show your ads for a phrase – including close variations and any words before or after the phrase.</p> <p>For example, a company that makes machined or milled parts for aerospace applications could use the phrase match “machining aerospace.” Someone doing a search for “custom machining shops aerospace” might see the result in Figure 3.</p> <p>The print media analogy here would be running your ad in a special tech section of a trade publication. You’re narrowing your reach but getting more targeted.</p> <div id="attachment_289403" style="width: 797px" class="wp-caption aligncenter"><img class="has-border wp-image-289403 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-3-787x600.png" alt="adwords-phrase-match" width="787" height="600" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-3-787x600.png 787w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-3-524x400.png 524w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-3-768x586.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/SEL-3.png 797w" sizes="(max-width: 787px) 100vw, 787px" /><p class="wp-caption-text">Figure 3: Phrase match example</p></div> <h3>4. Exact match</h3> <p>Exact match is the most restrictive match type. As the name suggests, your ad will only show if the user’s search query contains the exact keyword phrase or close variations thereof.</p> <p>Unless you’re in a well-known industry, an exact match strategy can be tough for industrial manufacturers because it is so restrictive – and the search volumes very low for many esoteric keywords.</p> <p>The analogy for exact match would be running your ad in a niche publication that targets your audience exactly &#8212; such as a tradeshow directory.</p> <h2>In conclusion</h2> <p>By clearly understanding the types of keyword matches in AdWords and how they work, you’ll achieve three things.</p> <p>One, you’ll save a lot of money &#8212; because if you’ve read this carefully, you’ll know that “broad match” can quickly eat through your budget, just as it would if you advertised in your region&#8217;s newspaper.</p> <p>Two, when you read through Google’s help files, you’ll have a better understanding of the concepts being communicated about keyword match types. Instead of clothing types, think industry or application type, for example. With AdWords, you want to balance getting impression share (and thus more clicks) with reaching your target audience through careful modified broad match and phrase match options.</p> <p>And three, as you gain clarity, you’ll have more confidence to test match types to see what works for you.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/understanding-adwords-keyword-match-types-manufacturers-289399">Understanding AdWords keyword match types for manufacturers</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> How to Leverage Great Credit Without Borrowing a Dime https://www.nerdwallet.com/blog/credit-cards/ap-how-to-capitalize-on-your-excellent-credit-rating/ NerdWallet urn:uuid:5da3f38c-ff78-b1f5-644c-69db6f3a09eb Mon, 15 Jan 2018 14:00:59 +0000 As average credit scores for Americans continue to rise, the question for many becomes how to use their excellent credit rating to optimize their lives without borrowing money or adding… <p>As average credit scores for Americans continue to rise, the question for many becomes how to use their excellent credit rating to optimize their lives without borrowing money or adding risk. 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Twitter: @spendingsmart. </p> </aside></div> </div><span data-post-id="476324"></span> How to Use Facebook Dynamic Creative Ads for Optimized Facebook Ads https://www.socialmediaexaminer.com/how-to-use-facebook-dynamic-creative-ads-for-optimized-facebook-ads/ Social Media Examiner urn:uuid:6e420fd2-dda3-b1d2-ee80-b32536a47da8 Mon, 15 Jan 2018 11:00:41 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-dynamic-creative-ads-how-to-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Do you split test your Facebook ads? Looking for a more effective way to test Facebook ad variations? The Facebook Dynamic Creative ad feature automatically tests multiple variations of a single ad. In this article, you&#8217;ll discover how to use Facebook&#8217;s Dynamic Creative feature to reveal the optimal ad for your audience. What Is Facebook&#8217;s <a class="read-more" href="https://www.socialmediaexaminer.com/how-to-use-facebook-dynamic-creative-ads-for-optimized-facebook-ads/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-use-facebook-dynamic-creative-ads-for-optimized-facebook-ads/">How to Use Facebook Dynamic Creative Ads for Optimized Facebook Ads</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> To Hang On to More Cash, Let Go of These in 2018 https://www.nerdwallet.com/article/hang-cash-let-go-2018/ NerdWallet urn:uuid:79bce5a2-0f80-3ce8-7111-94fc5f43a49f Mon, 15 Jan 2018 00:00:01 +0000 We’ve all heard that defunding your coffee habit can help save money, but there are less obvious things you can remove from your budget, too. Reach your money goals faster… <p>We’ve all heard that defunding your coffee habit can help save money, but there are less obvious things you can remove from your budget, too. Reach your money goals faster by skipping these things in 2018: Delivery apps Think twice before downloading meal delivery apps and loading them with your credit card information, says Paul...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/blog/shopping/are-store-rewards-programs-worthwhile/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=480154" title="Are Store Rewards Programs Worthwhile?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Are Store Rewards Programs Worthwhile?</a></li> <li><a href="https://www.nerdwallet.com/blog/finance/how-to-build-a-budget/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=480154" title="How to Create a Budget" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How to Create a Budget</a></li> <li><a href="https://www.nerdwallet.com/blog/shopping/buy-skip-january/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=480154" title="What to Buy (and Skip) in January" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">What to Buy (and Skip) in January</a></li> </ul></div><span data-post-id="480154"></span> Zhou Youguang Google doodle honors Chinese linguist known as the ‘Father of Pinyin’ https://searchengineland.com/zhou-youguang-google-doodle-honors-chinese-linguist-known-father-pinyin-289713 Search Engine Land urn:uuid:e8c19063-9b01-7756-d9d5-15630a3821a4 Sat, 13 Jan 2018 14:35:04 +0000 <p>Youguang's work helped bridge multiple Chinese dialects into a written language. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/zhou-youguang-google-doodle-honors-chinese-linguist-known-father-pinyin-289713">Zhou Youguang Google doodle honors Chinese linguist known as the &#8216;Father of Pinyin’</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/zhou-youguangs-google-doodle-800x450.png" alt="" width="800" height="450" class="aligncenter size-large wp-image-289715" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/zhou-youguangs-google-doodle-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/zhou-youguangs-google-doodle-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/zhou-youguangs-google-doodle-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /><br /> Today&#8217;s <a href="https://searchengineland.com/library/google/google-logos">Google doodle</a> pays homage to the Chinese linguist Zhou Youguang on what would have been his 112th birthday. </p> <p>Youguang helped create the Chinese phonetic alphabet called Pinyin. He spent three years developing the system of &#8216;spelled sounds&#8217; that led to the international standard for Romanized Chinese &#8212; earning Youguang the title, &#8220;Father of Pinyin.&#8221;</p> <p>&#8220;The new system transformed China’s literacy rate, providing more natural passage into the written language, which requires mastering thousands of characters,&#8221; writes Google on the <a href="https://www.google.com/doodles/zhou-youguangs-112th-birthday">Google Doodle blog</a>, &#8220;It bridged multiple Chinese dialects with its shared designations of sound. Today, schoolchildren learn Pinyin before characters, and it is often used to input characters on smartphones and computers.&#8221;</p> <p>Google says without Youguang&#8217;s efforts, phonetic translations of the Chinese language would have never have existed, &#8220;The world would still be referring to Beijing as Peking, and to Chongqing as Chungking.&#8221; </p> <p>The animated doodle highlights Youguang&#8217;s work by flipping the Os within Google&#8217;s name from Pinyin (Gǔgē) to Chinese characters (谷歌) and leads to a search for &#8220;Zhou Youguang.&#8221;</p> <img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/zhou-youguangs-112th-birthday.gif" alt="" width="1150" height="460" class="aligncenter size-full wp-image-289714" /> <p>Google shared the following early drafts of the Zhou Youguang doodle designed by doodler Cynthia Yuan Cheng: </p> <img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang1.jpg" alt="" width="1000" height="400" class="aligncenter size-full wp-image-289717" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang1.jpg 1000w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang1-600x240.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang1-768x307.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang1-800x320.jpg 800w" sizes="(max-width: 1000px) 100vw, 1000px" /> <img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang2.jpg" alt="" width="1000" height="400" class="aligncenter size-full wp-image-289718" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang2.jpg 1000w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang2-600x240.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang2-768x307.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang2-800x320.jpg 800w" sizes="(max-width: 1000px) 100vw, 1000px" /> <img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang3.jpg" alt="" width="1000" height="400" class="aligncenter size-full wp-image-289719" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang3.jpg 1000w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang3-600x240.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang3-768x307.jpg 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang3-800x320.jpg 800w" sizes="(max-width: 1000px) 100vw, 1000px" /> <img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/Youguang4.gif" alt="" width="1000" height="400" class="aligncenter size-full wp-image-289716" /> <p>In addition to the three years Youguang spent standardizing Chinese dialects, he authored more than 40 books and translated the Encyclopedia Britannica into Chinese. </p> <p>The post <a rel="nofollow" href="https://searchengineland.com/zhou-youguang-google-doodle-honors-chinese-linguist-known-father-pinyin-289713">Zhou Youguang Google doodle honors Chinese linguist known as the &#8216;Father of Pinyin’</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Facebook Organic Reach Update for Pages and Instagram Live Sharing https://www.socialmediaexaminer.com/facebook-organic-reach-update-for-pages-instagram-live-sharing/ Social Media Examiner urn:uuid:a91ea5f1-0adf-ee1b-ad81-f22176f3b654 Sat, 13 Jan 2018 11:00:54 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/social-media-marketing-talk-1200-600x315.png 600w" 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 Facebook organic reach update for pages, Instagram Live sharing in Direct Messages, and Facebook shutting down their <a class="read-more" href="https://www.socialmediaexaminer.com/facebook-organic-reach-update-for-pages-instagram-live-sharing/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/facebook-organic-reach-update-for-pages-instagram-live-sharing/">Facebook Organic Reach Update for Pages and Instagram Live Sharing</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p> How to Get Your Taxes Done for Free https://www.nerdwallet.com/blog/taxes/how-to-get-your-taxes-done-for-free/ NerdWallet urn:uuid:8225a051-ad9c-9364-f8dd-e9e280cca148 Fri, 12 Jan 2018 23:32:59 +0000 The cost of tax preparation can definitely put a dent in your wallet, but there are lots of ways to cut that bill down to $0 (or darn close) if… <p>The cost of tax preparation can definitely put a dent in your wallet, but there are lots of ways to cut that bill down to $0 (or darn close) if you know where to look. Here are three tricks for getting your taxes done for free this year. Scour tax software offerings Some packages can...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/blog/taxes/questions-to-ask-tax-pro/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=479706" title="7 Questions to Ask Before You Hire a Tax Professional" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">7 Questions to Ask Before You Hire a Tax Professional</a></li> <li><a href="https://www.nerdwallet.com/blog/taxes/do-you-need-help-filing-taxes/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=479706" title="How to Tell If You Need a Human to Help Do Your Taxes" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How to Tell If You Need a Human to Help Do Your Taxes</a></li> <li><a href="https://www.nerdwallet.com/article/7-cool-new-gadgets-ces-2018/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=479706" title="7 Cool New Gadgets at CES 2018" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">7 Cool New Gadgets at CES 2018</a></li> </ul></div> <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><span data-post-id="479706"></span> Search Engine Land’s Community Corner: Holiday retail results, Search Engine Land Awards and more https://searchengineland.com/search-engine-lands-community-corner-holiday-retail-results-search-engine-land-awards-289676 Search Engine Land urn:uuid:06d14dbe-e182-af09-c2a8-8049b583b0fa Fri, 12 Jan 2018 22:01:37 +0000 <p>I hope you&#8217;ve had a great week as the new year truly kicked into gear. Calling all incredible search marketers (psst, that&#8217;s you)! Entries for this year&#8217;s Search Engine Land Awards are now open! Our fourth annual awards event will be held at SMX Advanced in Seattle this June. With more than 25 categories across [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/search-engine-lands-community-corner-holiday-retail-results-search-engine-land-awards-289676">Search Engine Land&#8217;s Community Corner: Holiday retail results, Search Engine Land Awards and more</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2017/12/community_corner_logo.png"><img class="aligncenter size-large wp-image-287727" src="https://searchengineland.com/figz/wp-content/seloads/2017/12/community_corner_logo-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/12/community_corner_logo-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/12/community_corner_logo-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/12/community_corner_logo-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>I hope you&#8217;ve had a great week as the new year truly kicked into gear.</p> <p>Calling all incredible search marketers (psst, that&#8217;s you)! Entries for this year&#8217;s <a href="https://searchengineland.com/2018-search-engine-land-awards-open-now-289537">Search Engine Land Awards are now open</a>! Our fourth annual awards event will be held at SMX Advanced in Seattle this June. With more than 25 categories across the various disciplines of SEO and SEM, the entire industry is invited to participate. Stay tuned, as we will be showcasing past winners and sharing what makes a great Search Engine Land Awards entry.</p> <p>Thank you to all who contributed to our Holiday Retail Survey. If you haven&#8217;t had a chance to participate, there is still time. Take the survey <a href="https://www.eiseverywhere.com/esurvey/index.php?surveyid=55271">here</a>. We will be sharing the results during our Holiday Retail Search Strategies webinar on Thursday, January 18. <a href="https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&amp;partnerref=ML&amp;eventid=1568941&amp;sessionid=1&amp;key=91184B20B9EE7BF098517F71669BFA70&amp;regTag=&amp;sourcepage=register">Register</a> to learn from Aaron Levy, Brad Geddes and Elizabeth Marsten in a look at overall results of the shopping season.</p> <p><em>Have some industry or community news you want to share? Drop us a note at community@searchengineland.com!</em></p> <p>Our own Barry Schwartz continues his &#8220;<a href="https://www.seroundtable.com/say-something-nice-about-an-seo-sem-24650.html" rel="nofollow">Honor an SEO/SEM</a>&#8221; series at his blog, and this (and last) week&#8217;s honored nominees included:</p> <p><img class="alignleft has-border" src="https://searchengineland.com/images/casie-gillette.jpg" alt="" width="150" height="150" /><a href="https://www.linkedin.com/in/casiegillette/">Casie Gillette</a> Casie has amazing SEO and content marketing know-how, she is extremely talented at her job, and she is able to share that talent with her colleagues through so many different forms of media. <a href="https://www.seroundtable.com/casie-gillette-25054.html" rel="nofollow">Learn more</a> about Casie.</p> <p><img class="alignleft has-border" src="https://searchengineland.com/images/marty-weintraub.jpg" alt="" width="150" height="150" /><a href="https://www.linkedin.com/in/aimclear/">Marty Weintraub</a> Founder of AimClear, Marty is a spitfire known for his contagious energy and willingness to share his wealth of knowledge. Melissa Fach nominated Marty saying, &#8220;What Marty has done for this industry is known, but the best part of Marty is his heart.&#8221; <a href="https://www.seroundtable.com/marty-weintraub-25046.html">Get to know</a> Marty.</p> <p><img class="alignleft has-border" src="https://searchengineland.com/images/gabriella-sannino.jpg" alt="" width="150" height="150" /><a href="https://www.linkedin.com/in/m7levels/">Gabriella Sannino</a> Gabriella, owner of San Francisco-based Level343, is a sailor, which means she is my kind of people. Gabriella is a prolific sharer of knowledge on international SEO and marketing topics. Learn more about <a href="https://www.seroundtable.com/gabriella-sannino-25038.html">Gabriella</a>.</p> <p><img class="alignleft has-border" src="https://searchengineland.com/images/matt-umbro.jpg" alt="" width="150" height="150" /><a href="https://www.linkedin.com/in/mattumbro/">Matt Umbro</a> Matt is best known to the paid search community as the founder of the weekly Twitter chat, PPCChat, which has become the go-to hashtag for PPC marketers. Kirk Williams and Mark Kennedy nominated Matt, citing his foundational contributions to the community. <a href="https://www.seroundtable.com/matt-umbro-25030.html" rel="nofollow">Find out</a> what Matt loves about the SEM community.</p> <p><img class="alignleft has-border" src="https://searchengineland.com/images/jp-sherman.jpg" alt="" width="150" height="150" /><a href="https://www.linkedin.com/in/jpsherman/">JP Sherman</a> Manager of search and findability at RedHat, JP was nominated by Andrew Optimisey, in part for his insatiable curiosity and incredible generosity, whether it be with other SEOs or the developer community. <a href="https://www.seroundtable.com/casie-gillette-25054.html" rel="nofollow">Learn more</a> about JP.</p> <p><img class="alignleft has-border" src="https://searchengineland.com/images/elisabeth-osmeloski.jpg" alt="" width="150" height="150" /><a href="https://www.linkedin.com/in/elisabethosmeloski/">Elisabeth Osmeloski</a> and I have been coworkers and friends for the better part of a decade. Working together to grow the Third Door Media brands with such a talented colleague has been incredible. <a href="https://www.seroundtable.com/elisabeth-osmeloski-25016.html">Read about</a> why Carrie Hill nominated Elisabeth and agrees, &#8220;You&#8217;re the best.&#8221;</p> <p><img class="alignleft has-border" src="https://searchengineland.com/images/wil-reynolds.jpg" alt="" width="150" height="150" /><a href="https://www.linkedin.com/in/wilreynolds/">Wil Reynolds</a> Founder of Seer Interactive (2002), Wil has spent the past 15 years steadily growing a large, successful SEO agency. With over 100 employees to lead, he also finds time to support and volunteer in local Philly charities. Learn more about <a href="https://www.seroundtable.com/wil-reynolds-25017.html">Wil</a>.</p> <p><img class="alignleft has-border" src="https://searchengineland.com/images/pamela-lund.jpg" alt="" width="150" height="150" /><a href="https://www.linkedin.com/in/pamelalund/">Pamela Lund</a> is one of those industry veterans who keeps a pretty low profile and is content to focus on the brands she helps grow vs. promoting her own. Her focus on business and helping others in business is what makes her one of our industry&#8217;s most valuable players. I heartily concur with Akvile DeFazio, who nominated Pam and notes, &#8220;We&#8217;re fortunate to have her and her expertise in our industry.&#8221; Get familiar with this hidden gem <a href="https://www.seroundtable.com/pamela-lund-25009.html">here</a>.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/search-engine-lands-community-corner-holiday-retail-results-search-engine-land-awards-289676">Search Engine Land&#8217;s Community Corner: Holiday retail results, Search Engine Land Awards and more</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Mortgage Rates Friday: Up, Along With Rents https://www.nerdwallet.com/blog/mortgages/mortgage-rates-friday-jan-12/ NerdWallet urn:uuid:831b9c69-feed-8e6a-3341-be8b60622562 Fri, 12 Jan 2018 21:27:53 +0000 The average rate on a 30-year fixed-rate mortgage went up two basis points, the rate for the 15-year fixed also rose two basis points and the 5/1 ARM went up by one basis point, according… <p>The average rate on a 30-year fixed-rate mortgage went up two basis points, the rate for the 15-year fixed also rose two basis points and the 5/1 ARM went up by one basis point, according to a NerdWallet survey of daily mortgage rates published by national lenders Friday. The average rate on the 30-year fixed is 14 basis points higher than...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More from NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/mortgages/how-much-house-can-i-afford?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=481906" title="How much house can I afford?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How much house can I afford?</a></li> <li><a href="https://www.nerdwallet.com/mortgages/mortgage-rates?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=481906" title="Compare mortgage rates" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Compare mortgage rates</a></li> <li><a href="https://www.nerdwallet.com/blog/mortgages/5-tips-finding-mortgage-lender/?mktg_place=mortgage_morefromnw&amp;utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=481906" title="5 tips for finding the best mortgage lenders" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">5 tips for finding the best mortgage lenders</a></li> </ul></div> <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> Holden Lewis is a writer at NerdWallet. Email: hlewis@nerdwallet.com. Twitter: @HoldenL. </p> </aside></div> </div><span data-post-id="481906"></span> SearchCap: Videos on Google My Business, SEO reports & search pics https://searchengineland.com/searchcap-videos-google-business-seo-reports-search-pics-289702 Search Engine Land urn:uuid:7ed07104-86aa-5737-a61d-53a32cd9ffbf Fri, 12 Jan 2018 21:00:23 +0000 <p>Below is what happened in search today, as reported on Search Engine Land and from other places across the web.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-videos-google-business-seo-reports-search-pics-289702">SearchCap: Videos on Google My Business, SEO reports &#038; search pics</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-234829" src="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2015/10/searchcap-header-v2-scap-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Below is what happened in search today, as reported on <a href="https://searchengineland.com/">Search Engine Land</a> and from other places across the web.</p> <h2>From Search Engine Land:</h2> <ul> <li><strong><a href="https://searchengineland.com/google-business-video-uploads-now-available-business-owners-289679" title="Google My Business video uploads now available to business owners">Google My Business video uploads now available to business owners</a></strong><br /><!-- byline -->Jan 12, 2018 by Barry Schwartz<!-- end byline --> <p>Videos can appear on Google Maps and local search listings.</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/4-reports-you-can-pull-from-ahrefs-that-you-didnt-know-existed-289376" title="4 reports you can pull from Ahrefs that you didn’t know existed">4 reports you can pull from Ahrefs that you didn’t know existed</a></strong><br /><!-- byline -->Jan 12, 2018 by Kevin Rowe<!-- end byline --> <p>Columnist Kevin Rowe points out some handy reports available in Ahrefs for helping to inform your link building, SEO and content strategy. Why not check them out?</p> <p><!-- end SEL story --></li> <li><strong><a href="https://searchengineland.com/search-pics-google-brain-jacket-puppy-dog-eyes-deprecated-googlebot-289664" title="Search in Pics: Google Brain jacket, puppy dog eyes &#038; deprecated GoogleBot">Search in Pics: Google Brain jacket, puppy dog eyes &#038; deprecated GoogleBot</a></strong><br /><!-- byline -->Jan 12, 2018 by Barry Schwartz<!-- end byline --> <p>In this week&#8217;s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. A deprecated GoogleBot: Source: Instagram Google Brain jacket: Source: Instagram Google dog with puppy eyes: Source: [&hellip;]</p> <p><!-- end SEL story --></li> </ul> <h2>Recent Headlines From <a href="https://marketingland.com/">Marketing Land</a>, Our Sister Site Dedicated To Internet Marketing:</h2> <ul> <li><a href="https://marketingland.com/google-adsense-publishers-experiencing-recent-ad-fulfillment-issues-crawler-access-might-problem-231983" title="For Google AdSense publishers experiencing recent ad fulfillment issues, crawler access might be the problem">For Google AdSense publishers experiencing recent ad fulfillment issues, crawler access might be the problem</a></li> <li><a href="https://marketingland.com/breaking-walled-gardens-augmented-reality-predictions-social-231600" title="From breaking down walled gardens to augmented reality adoption: Five predictions for social in 2018">From breaking down walled gardens to augmented reality adoption: Five predictions for social in 2018</a></li> <li><a href="https://marketingland.com/consent-unworkable-programmatic-ads-era-gdpr-231939" title="‘Consent is unworkable’ for programmatic ads in the era of GDPR">‘Consent is unworkable’ for programmatic ads in the era of GDPR</a></li> <li><a href="https://marketingland.com/can-autonomous-stores-catch-231867" title="Can autonomous stores catch on?">Can autonomous stores catch on?</a></li> <li><a href="https://marketingland.com/facebook-moves-fix-news-feed-de-emphasizing-commercial-content-231958" title="Facebook moves to &#8216;fix&#8217; the News Feed by de-emphasizing commercial content">Facebook moves to &#8216;fix&#8217; the News Feed by de-emphasizing commercial content</a></li> <li><a href="https://marketingland.com/report-google-step-reviews-youtube-premium-videos-231927" title="Report: Google to step up reviews of YouTube premium videos">Report: Google to step up reviews of YouTube premium videos</a></li> </ul> <h2>Search News From Around The Web:</h2> <ul> <li><a href="https://www.seroundtable.com/google-reverse-image-search-change-25058.html">Google Reverse Image Search Bug Or Feature Change</a>, Search Engine Roundtable</li> <li><a href="https://yoast.com/ask-yoast-google-show-changes/">Ask Yoast: Changes to your site and the search results</a>, Yoast</li> <li><a href="https://www.theverge.com/2018/1/12/16882408/google-racist-gorillas-photo-recognition-algorithm-ai">Google &lsquo;fixed&rsquo; its racist algorithm by removing gorillas from its image-labeling tech</a>, The Verge</li> <li><a href="https://yoast.com/yoast-seo-readability-analysis/">How to use Yoast SEO: The readability analysis</a>, Yoast</li> <li><a href="https://www.ppchero.com/setting-up-and-analyzing-universal-app-campaigns/">Setting Up and Analyzing Universal App Campaigns</a>, PPC Hero</li> <li><a href="http://googleadsdeveloper.blogspot.com/2018/01/upcoming-sunset-of-review-extensions-in.html">Upcoming sunset of review extensions in February 2018</a>, Google Ads Developer Blog</li> <li><a href="https://www.seroundtable.com/google-news-unlisted-contact-25067.html">Your Site Still Not Listed In Google News After Bug?</a>, Search Engine Roundtable</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/searchcap-videos-google-business-seo-reports-search-pics-289702">SearchCap: Videos on Google My Business, SEO reports &#038; search pics</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> 6 New High-Tech Auto Gadgets to Sweeten Your Ride https://www.nerdwallet.com/blog/loans/auto-loans/6-new-high-tech-gadgets-for-your-ride-ces/ NerdWallet urn:uuid:18f6d183-9c72-3d3b-2dd7-13bc27187992 Fri, 12 Jan 2018 20:10:25 +0000 Many visionary speakers at CES 2018, the monster tech show in Las Vegas this month, painted pictures of a future filled with robot cars and electric vehicles with practically retina-detaching acceleration.… <p>Many visionary speakers at CES 2018, the monster tech show in Las Vegas this month, painted pictures of a future filled with robot cars and electric vehicles with practically retina-detaching acceleration. But back here on planet Earth, many companies are already building innovative products to help you, the daily driver, in a normal car. While the scenes of...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More from NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/blog/loans/total-cost-owning-car/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=481917" title="What’s the total cost of owning a car?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">What’s the total cost of owning a car?</a></li> <li><a href="https://www.nerdwallet.com/blog/loans/auto-loans/save-money-car-costs/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=481917" title="Smart ways to save on car expenses" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Smart ways to save on car expenses</a></li> <li><a href="https://www.nerdwallet.com/blog/loans/how-to-buy-a-car/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=481917" title="How to buy a new car" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">How to buy a new car</a></li> </ul></div> <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> Philip Reed is a writer at NerdWallet. Email: preed@nerdwallet.com. Twitter: @AutoReed. </p> </aside></div> </div><span data-post-id="481917"></span> Google My Business video uploads now available to business owners https://searchengineland.com/google-business-video-uploads-now-available-business-owners-289679 Search Engine Land urn:uuid:2f24d8d7-501f-844b-fb1c-3e0d7f7a6ff6 Fri, 12 Jan 2018 17:31:26 +0000 <p>Videos can appear on Google Maps and local search listings.</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-business-video-uploads-now-available-business-owners-289679">Google My Business video uploads now available to business owners</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="alignnone size-large wp-image-273527" src="https://searchengineland.com/figz/wp-content/seloads/2017/04/google-video1-ss-1920-800x450.png" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2017/04/google-video1-ss-1920-800x450.png 800w, https://searchengineland.com/figz/wp-content/seloads/2017/04/google-video1-ss-1920-600x338.png 600w, https://searchengineland.com/figz/wp-content/seloads/2017/04/google-video1-ss-1920-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Allyson Wright from the Google My Business team <a href="https://www.en.advertisercommunity.com/t5/News-Updates/Launch-Videos-in-the-Google-My-Business-Dashboard/m-p/1612720#">announced</a> today that the video upload feature we saw being <a href="https://searchengineland.com/google-business-dashboard-showing-video-upload-section-business-owners-289223">tested</a> is now available for business owners in the Google My Business dashboard.</p> <p>Business owners can &#8220;view videos added by customers and upload videos about their business for customers to view,&#8221; she said. The video maximum length is 30 seconds, and after a video is uploaded, it can take up to 24 hours for it to be visible on the business listing in Google Maps or the local web search results.</p> <p>Merchants should soon have the ability to flag inappropriate videos through their dashboard, and Google also promises mobile support in the future.</p> <p>To add video to your business, go to the Google My Business dashboard and click on the &#8220;photos,&#8221; then select the &#8220;video&#8221; link at the top. After it loads, select the option to &#8220;Post Videos.&#8221;</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-photos.png"><img class="alignnone size-large wp-image-289680" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-photos-800x581.png" alt="" width="800" height="581" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-photos-800x581.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-photos-551x400.png 551w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-photos-768x557.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-photos.png 1240w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>Drag and drop the video to the box.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload.png"><img class="alignnone size-large wp-image-289681" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload-800x589.png" alt="" width="800" height="589" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload-800x589.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload-544x400.png 544w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload-768x565.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload.png 1234w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>The video will begin uploading.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload2.png"><img class="alignnone size-large wp-image-289682" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload2-800x589.png" alt="" width="800" height="589" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload2-800x589.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload2-544x400.png 544w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload2-768x565.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-upload2.png 1234w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>After the video is uploaded, it can take some time for the video to process and show up in your view.</p> <a href="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-uploaded.png"><img class="alignnone size-large wp-image-289683" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-uploaded-800x311.png" alt="" width="800" height="311" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-uploaded-800x311.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-uploaded-600x233.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-uploaded-768x298.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-uploaded-840x328.png 840w, https://searchengineland.com/figz/wp-content/seloads/2018/01/gmb-video-uploaded.png 845w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>Allyson from Google added these details:</p> <ul> <li>Videos will appear in the overview tab of the Google My Business Dashboard.</li> <li>Customer uploaded videos can be found in the &#8220;customer&#8221; tab.</li> <li>Merchant uploaded videos can be found in the &#8220;by owner&#8221; tab.</li> <li>All videos can be viewed together in the &#8220;videos&#8221; tab.</li> <li>After upload, it could take up to 24 hours for the videos to appear. Once live, they will display where local photos do.</li> </ul> <p>The post <a rel="nofollow" href="https://searchengineland.com/google-business-video-uploads-now-available-business-owners-289679">Google My Business video uploads now available to business owners</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> 4 reports you can pull from Ahrefs that you didn’t know existed https://searchengineland.com/4-reports-you-can-pull-from-ahrefs-that-you-didnt-know-existed-289376 Search Engine Land urn:uuid:f5311485-87c8-ce6a-f4f7-f79877c68758 Fri, 12 Jan 2018 16:23:00 +0000 <p>Columnist Kevin Rowe points out some handy reports available in Ahrefs for helping to inform your link building, SEO and content strategy. Why not check them out?</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/4-reports-you-can-pull-from-ahrefs-that-you-didnt-know-existed-289376">4 reports you can pull from Ahrefs that you didn’t know existed</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <img class="aligncenter size-large wp-image-202779" src="https://searchengineland.com/figz/wp-content/seloads/2014/09/report-charts-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://searchengineland.com/figz/wp-content/seloads/2014/09/report-charts-ss-1920-800x450.jpg 800w, https://searchengineland.com/figz/wp-content/seloads/2014/09/report-charts-ss-1920-600x337.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p><em>Author&#8217;s note: Besides being a customer of Ahrefs, I have no affiliation with the tool, and this is not a paid article.</em></p> <p>Ahrefs is a robust SEO toolset that is popular among search professionals &#8212; yet many are not using it to its fullest potential. There are so many nooks and crannies in Ahrefs that it can take a while to learn everything it has to offer.</p> <p>The following lesser-known Ahrefs reports can provide useful data which can help you with your link building and content strategy.</p> <h2>URL Rating distribution report</h2> <p>Hidden in the bottom right corner of the Overview page, this report provides an at-a-glance view into a website&#8217;s backlink profile.</p> <p>Each link pointing to your site has a URL Rating from 1 to 100 &#8212; the higher the number, the higher the link quality. In this report, Ahrefs groups a domain&#8217;s backlinks by URL Rating (in 10-point increments), providing insight into the quality of its inbound links.</p> <img class="aligncenter has-border size-full wp-image-289377" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/url-distribution-ahrefs.png" alt="url distribution ahrefs" width="314" height="313" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/url-distribution-ahrefs.png 314w, https://searchengineland.com/figz/wp-content/seloads/2018/01/url-distribution-ahrefs-250x250.png 250w, https://searchengineland.com/figz/wp-content/seloads/2018/01/url-distribution-ahrefs-70x70.png 70w" sizes="(max-width: 314px) 100vw, 314px" /> <p>This report is helpful for evaluating competitors’ sites or even potential link-building providers you might be partnering with. Major brands will likely have a large number of low-quality links due to link spam, which is not usually their fault. However, if it’s a small to medium-sized site that doesn’t have many high-quality links, that may be an indicator of their overall link quality.</p> <p>Whether you are using this information to evaluate a competitor or to work on a client, the URL Rating distribution report gives you a good overview of a site&#8217;s backlink profile quality.</p> <h2>Best pages by links&#8217; growth</h2> <p>Found in the left-hand side navigation, this report can help you find content that may be growing in popularity. This is important because you can focus on these pages for link building, as Google already sees natural link growth and considers it as one of the many factors that go into SERP position. Focusing on the pages that are getting traction with backlinks is simply keeping the snowball rolling down the hill.</p> <img class="has-border aligncenter wp-image-289379 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/backlink-growth-report-800x356.png" alt="backlink growth report" width="800" height="356" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/backlink-growth-report-800x356.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/backlink-growth-report-600x267.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/backlink-growth-report-768x342.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/backlink-growth-report.png 1280w" sizes="(max-width: 800px) 100vw, 800px" /> <p>This report can help you with your content strategy, too. By knowing which pages are getting the most backlinks, you can create more high-quality pages centered on topics your audience is linking to. This idea of working <em>with</em> your audience, rather than trying to make content work that just isn&#8217;t resonating with them, makes your content creation process a lot easier.</p> <h2>Lost Backlinks report</h2> <p>A lot of link builders go after competitor or industry-related broken links on external websites, but they fail to monitor their own lost opportunities. The lost links report (which has a calendar view followed by a list) allows you to find sites that were linking to you that may have removed the links.</p> <p>In the calendar view, the green counts gained links and red counts lost ones.</p> <img class="has-border aligncenter wp-image-289380 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/lost-links-calendar-view-800x398.png" alt="lost links calendar view" width="800" height="398" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/lost-links-calendar-view-800x398.png 800w, https://searchengineland.com/figz/wp-content/seloads/2018/01/lost-links-calendar-view-600x299.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/lost-links-calendar-view-768x383.png 768w, https://searchengineland.com/figz/wp-content/seloads/2018/01/lost-links-calendar-view.png 1054w" sizes="(max-width: 800px) 100vw, 800px" /> <p>As you view the list under the calendar, you can see where your lost links were coming from, which may give you insight into why they disappeared. Some lost links are understandable, like an awards or sponsors page that got updated to the current year. But some may have been lost due to an error, potentially making it worth your while to inquire about why your link was removed.</p> <p>For instance, if you see that a guest post lost its link (which was agreed upon when you submitted the post they published), it might be worth asking the site owners or editors what happened. This can help you gain back some of your own lost backlinks that might have otherwise gone unnoticed.</p> <h2>Backlink Anchors report</h2> <p>This report on anchor text for backlinks shows you what text other sites are using when linking to your domain.</p> <div id="attachment_289381" style="width: 610px" class="wp-caption aligncenter"><img class="has-border wp-image-289381 size-medium" src="https://searchengineland.com/figz/wp-content/seloads/2018/01/link-anchor-text-600x143.png" alt="link anchor text" width="600" height="143" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/link-anchor-text-600x143.png 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/link-anchor-text.png 740w" sizes="(max-width: 600px) 100vw, 600px" /><p class="wp-caption-text">The Backlink Anchors report for outdoor recreation retailer, Cabela&#8217;s</p></div> <p>By knowing how others are referring to your site, you can better target external pages for link building and also optimize existing pages to include the anchor text terms (where applicable).</p> <p>This data can also give you content ideas. Let&#8217;s say there are a few websites linking to a product page on your site, but instead of calling the product by its official name, they are using a different term. If your audience is referring to products by alternative names, then adding content in product descriptions or in blog posts with those alternative words may help your audience find you.</p> <p>For instance, in the screen shot above, you can see that the retailer has 48 backlinks with the anchor text of “turkey call” which is an all-encompassing term, as there are different types of turkey call devices. Instead of only having product pages for specific devices, their main product page is optimized for “turkey call,” since that is what most customers call it, no matter what its actual specific type may be.</p> <h2>What&#8217;s your favorite report?</h2> <p>No matter what insight you are hoping to glean from Ahrefs, these reports are just a sampling of the useful data available to help inform link building, SEO and content strategy. The most successful SEOs know that knowledge is power, and by utilizing all the data available to us, we can make more informed decisions for our clients and ourselves.</p> <p><em>All screen shots taken January 2018.</em></p> <p>The post <a rel="nofollow" href="https://searchengineland.com/4-reports-you-can-pull-from-ahrefs-that-you-didnt-know-existed-289376">4 reports you can pull from Ahrefs that you didn’t know existed</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Ask Brianna: Should I Tell My Partner I’m in Serious Debt? https://www.nerdwallet.com/blog/loans/student-loans/ask-brianna-tell-partner-serious-debt/ NerdWallet urn:uuid:74b43e75-cf87-371e-31aa-7002a1a45ac6 Fri, 12 Jan 2018 14:30:29 +0000 “Ask Brianna” is a column for 20-somethings or anyone else starting out. I’m here to help you manage your money, find a job and pay off student loans — all… <p>“Ask Brianna” is a column for 20-somethings or anyone else starting out. I’m here to help you manage your money, find a job and pay off student loans — all the real-world stuff no one taught us how to do in college. Send your questions about postgrad life to askbrianna@nerdwallet.com. This week’s question: “I’m overwhelmed...</p> <div class="nw-more-from-nerdwallet" data-nw-component-type-name="More From NerdWallet" data-nw-component-type-slug="nw_more_from_nerdwallet"> <p><strong>More From NerdWallet</strong></p> <ul><li><a href="https://www.nerdwallet.com/blog/loans/student-loans/ask-brianna-money-resolution-that-succeeds/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=475482" title="Ask Brianna: How Do I Make a Money Resolution That Succeeds?" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Ask Brianna: How Do I Make a Money Resolution That Succeeds?</a></li> <li><a href="https://www.nerdwallet.com/blog/loans/student-loans/online-college/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=475482" title="Is Online College for You? Answer 5 Questions to Find Out" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">Is Online College for You? Answer 5 Questions to Find Out</a></li> <li><a href="https://www.nerdwallet.com/article/7-cool-new-gadgets-ces-2018/?utm_campaign=ct_prod&amp;utm_source=syndication&amp;utm_medium=rss&amp;utm_term=feed&amp;utm_content=475482" title="7 Cool New Gadgets at CES 2018" target="_self" class="nw-link" rel="" data-nw-component-type-name="Link" data-nw-component-type-slug="nw_link" data-nw-track-click="1" data-nw-track-impression="1">7 Cool New Gadgets at CES 2018</a></li> </ul></div> <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> Brianna McGurran is a writer at NerdWallet. Email: bmcgurran@nerdwallet.com. Twitter: @briannamcscribe. </p> </aside></div> </div><span data-post-id="475482"></span> Search in Pics: Google Brain jacket, puppy dog eyes & deprecated GoogleBot https://searchengineland.com/search-pics-google-brain-jacket-puppy-dog-eyes-deprecated-googlebot-289664 Search Engine Land urn:uuid:8fec96d9-9ed1-0699-6c4b-d3224641a0ef Fri, 12 Jan 2018 13:51:04 +0000 <p>In this week&#8217;s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more. A deprecated GoogleBot: Source: Instagram Google Brain jacket: Source: Instagram Google dog with puppy eyes: Source: [&#8230;]</p> <p>The post <a rel="nofollow" href="https://searchengineland.com/search-pics-google-brain-jacket-puppy-dog-eyes-deprecated-googlebot-289664">Search in Pics: Google Brain jacket, puppy dog eyes &#038; deprecated GoogleBot</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> <p>In this week&#8217;s <a href="https://searchengineland.com/guides/search_in_pictures.php">Search In Pictures</a>, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more.</p> <p>A deprecated GoogleBot:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-deprecated-robot-1515587215.jpg" alt="" width="640" height="800" class="alignnone size-full wp-image-289665" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-deprecated-robot-1515587215.jpg 640w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-deprecated-robot-1515587215-320x400.jpg 320w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-deprecated-robot-1515587215-480x600.jpg 480w" sizes="(max-width: 640px) 100vw, 640px" /><br /> <em>Source: <a href="https://www.instagram.com/p/BdwYh-blI6W/?taken-at=420180927">Instagram</a></em></p> <p>Google Brain jacket:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-brain-fleece-1515414847.jpg" alt="" width="640" height="479" class="alignnone size-full wp-image-289666" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-brain-fleece-1515414847.jpg 640w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-brain-fleece-1515414847-534x400.jpg 534w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-brain-fleece-1515414847-632x474.jpg 632w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-brain-fleece-1515414847-536x402.jpg 536w" sizes="(max-width: 640px) 100vw, 640px" /><br /> <em>Source: <a href="https://www.instagram.com/p/Bdi21RIFnT6/?taken-at=420180927">Instagram</a></em></p> <p>Google dog with puppy eyes:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-dog-puppy-eyes-1515500243.jpg" alt="" width="640" height="558" class="alignnone size-full wp-image-289668" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-dog-puppy-eyes-1515500243.jpg 640w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-dog-puppy-eyes-1515500243-459x400.jpg 459w" sizes="(max-width: 640px) 100vw, 640px" /><br /> <em>Source: <a href="https://www.instagram.com/p/BduEQdml0To/?taken-at=420180927">Instagram</a></em></p> <p>Google resting spot:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-resting-area-1515672803.jpg" alt="" width="640" height="640" class="alignnone size-full wp-image-289669" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/google-resting-area-1515672803.jpg 640w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-resting-area-1515672803-400x400.jpg 400w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-resting-area-1515672803-600x600.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-resting-area-1515672803-250x250.jpg 250w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-resting-area-1515672803-70x70.jpg 70w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-resting-area-1515672803-550x550.jpg 550w, https://searchengineland.com/figz/wp-content/seloads/2018/01/google-resting-area-1515672803-470x470.jpg 470w" sizes="(max-width: 640px) 100vw, 640px" /><br /> <em>Source: <a href="https://www.instagram.com/p/BdmWXTEHjIj/?tagged=googleoffice">Instagram</a></em></p> <p>Michelle Robbins and Danny Sullivan on a Star Trek cruise:</p> <p><img src="https://searchengineland.com/figz/wp-content/seloads/2018/01/danny-sullivan-michelle-robbins-star-trek-cruise-1515759157.jpg" alt="" width="640" height="853" class="alignnone size-full wp-image-289667" srcset="https://searchengineland.com/figz/wp-content/seloads/2018/01/danny-sullivan-michelle-robbins-star-trek-cruise-1515759157.jpg 640w, https://searchengineland.com/figz/wp-content/seloads/2018/01/danny-sullivan-michelle-robbins-star-trek-cruise-1515759157-300x400.jpg 300w, https://searchengineland.com/figz/wp-content/seloads/2018/01/danny-sullivan-michelle-robbins-star-trek-cruise-1515759157-450x600.jpg 450w, https://searchengineland.com/figz/wp-content/seloads/2018/01/danny-sullivan-michelle-robbins-star-trek-cruise-1515759157-600x800.jpg 600w, https://searchengineland.com/figz/wp-content/seloads/2018/01/danny-sullivan-michelle-robbins-star-trek-cruise-1515759157-414x552.jpg 414w, https://searchengineland.com/figz/wp-content/seloads/2018/01/danny-sullivan-michelle-robbins-star-trek-cruise-1515759157-354x472.jpg 354w" sizes="(max-width: 640px) 100vw, 640px" /><br /> <em>Source: <a href="https://twitter.com/dannysullivan/status/951512131609989120">Twitter</a></em></p> <p>The post <a rel="nofollow" href="https://searchengineland.com/search-pics-google-brain-jacket-puppy-dog-eyes-deprecated-googlebot-289664">Search in Pics: Google Brain jacket, puppy dog eyes &#038; deprecated GoogleBot</a> appeared first on <a rel="nofollow" href="https://searchengineland.com">Search Engine Land</a>.</p> Facebook Video Ad Sequences: Converting by Addressing Objections https://www.socialmediaexaminer.com/facebook-video-ad-sequences-converting-by-addressing-objections-tommie-powers/ Social Media Examiner urn:uuid:140c1253-3c75-5609-dbdb-39e51e6035ac Fri, 12 Jan 2018 11:00:19 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-video-ad-sequences-tommie-powers-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-video-ad-sequences-tommie-powers-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-video-ad-sequences-tommie-powers-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-video-ad-sequences-tommie-powers-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-video-ad-sequences-tommie-powers-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/01/facebook-video-ad-sequences-tommie-powers-1200-495x260.png 495w, 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Want them to be more effective? To explore how to use Facebook video ads to sell in a very creative way, I interview Tommie Powers. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It&#8217;s designed to help busy <a class="read-more" href="https://www.socialmediaexaminer.com/facebook-video-ad-sequences-converting-by-addressing-objections-tommie-powers/">[...]</a></p> <p>This post <a rel="nofollow" href="https://www.socialmediaexaminer.com/facebook-video-ad-sequences-converting-by-addressing-objections-tommie-powers/">Facebook Video Ad Sequences: Converting by Addressing Objections</a> first appeared on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.<br /> <a rel="nofollow" href="https://www.socialmediaexaminer.com"> - Your Guide to the Social Media Jungle</a></p>