Should SEOs & Content Marketers Play to the Social Networks’ "Stay-On-Our-Site" Algorithms? – Whiteboard Friday

Posted by randfish

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.

Should SEOs and content marketers play to the social networks "stay-on-our-site" algorithms?

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Video Transcription

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.

Facebook

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.

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.

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?

Twitter

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.

Instagram

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.

LinkedIn

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.

Play to the algos?

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.

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.

$ #@! the algos, serve your own site?

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.

My recommendation

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.

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.

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.

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.

All right, everyone, look forward to your comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Why Google AdWords’ Keyword Volume Numbers Are Wildly Unreliable – Whiteboard Friday

Posted by randfish

Many of us rely on the search volume numbers Google AdWords provides, but those numbers ought to be consumed with a hearty helping of skepticism. Broad and unusable volume ranges, misalignment with other Google tools, and conflating similar yet intrinsically distinct keywords — these are just a few of the serious issues that make relying on AdWords search volume data alone so dangerous. In this edition of Whiteboard Friday, we discuss those issues in depth and offer a few alternatives for more accurate volume data.

why it's insane to rely on Google adwords' keyword volume numbers

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Video Transcription

Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. This week we’re going to chat about Google AdWords’ keyword data and why it is absolutely insane as an SEO or as a content marketer or a content creator to rely on this.

Look, as a paid search person, you don’t have a whole lot of choice, right? Google and Facebook combine to form the duopoly of advertising on the internet. But as an organic marketer, as a content marketer or as someone doing SEO, you need to do something fundamentally different than what paid search folks are doing. Paid search folks are basically trying to figure out when will Google show my ad for a keyword that might create the right kind of demand that will drive visitors to my site who will then convert?

But as an SEO, you’re often driving traffic so that you can do all sorts of other things. The same with content marketers. You’re driving traffic for multitudes of reasons that aren’t directly or necessarily directly connected to a conversion, at least certainly not right in that visit. So there are lots reasons why you might want to target different types of keywords and why AdWords data will steer you wrong.

1. AdWords’ “range” is so broad, it’s nearly useless

First up, AdWords shows you this volume range, and they show you this competition score. Many SEOs I know, even really smart folks just I think haven’t processed that AdWords could be misleading them in this facet.

So let’s talk about what happened here. I searched for types of lighting and lighting design, and Google AdWords came back with some suggestions. This is in the keyword planner section of the tool. So “types of lighting,” “lighting design”, and “lighting consultant,” we’ll stick with those three keywords for a little bit.

I can see here that, all right, average monthly searches, well, these volume ranges are really unhelpful. 10k to 100k, that’s just way too giant. Even 1k to 10k, way too big of a range. And competition, low, low, low. So this is only true for the quantity of advertisers. That’s really the only thing that you’re seeing here. If there are many, many people bidding on these keywords in AdWords, these will be high.

But as an example, for “types of light,” there’s virtually no one bidding, but for “lighting consultant,” there are quite a few people bidding. So I don’t understand why these are both low competition. There’s not enough granularity here, or Google is just not showing me accurate data. It’s very confusing.

By the way, “types of light,” though it has no PPC ads right now in Google’s results, this is incredibly difficult to rank for in the SEO results. I think I looked at the keyword difficulty score. It’s in the 60s, maybe even low 70s, because there’s a bunch of powerful sites. There’s a featured snippet up top. The domains that are ranking are doing really well. So it’s going to be very hard to rank for this, and yet competition low, it’s just not telling you the right thing. That’s not telling you the right story, and so you’re getting misled on both competition and monthly searches.

2. AdWords doesn’t line up to reality, or even Google Trends!

Worse, number two, AdWords doesn’t line up to reality with itself. I’ll show you what I mean.

So let’s go over to Google Trends. Great tool, by the way. I’m going to talk about that in a second. But I plugged in “lighting design,” “lighting consultant,” and “types of lighting.” I get the nice chart that shows me seasonality. But over on the left, it also shows average keyword volume compared to each other — 86 for “lighting design,” 2 for “lighting consultant,” and 12 for “types of lighting.” Now, you tell me how it is that this can be 43 times as big as this one and this can be 6 times as big as that one, and yet these are all correct.

The math only works in some very, very tiny amounts of circumstances, like, okay, maybe if this is 1,000 and this is 12,000, which technically puts it in the 10k, and this is 86,000 — well, no wait, that doesn’t quite work — 43,000, okay, now we made it work. But you change this to 2,000 or 3,000, the numbers don’t add up. Worse, it gets worse, of course it does. When AdWords gets more specific with the performance data, things just get so crazy weird that nothing lines up.

So what I did is I created ad groups, because in AdWords in order to get more granular monthly search data, you have to actually create ad groups and then go review those. This is in the review section of my ad group creation. I created ad groups with only a single keyword so that I could get the most accurate volume data I could, and then I maximized out my bid until I wasn’t getting any more impressions by bidding any higher.

Well, whether that truly accounts for all searches or not, hard to say. But here’s the impression count — 2,500 a day, 330 a day, 4 a day. So 4 a day times 30, gosh, that sounds like 120 to me. That doesn’t sound like it’s in the 1,000 to 10,000 range. I don’t think this could possibly be right. It just doesn’t make any sense.

What’s happening? Oh, actually, this is “types of lighting.” Google clearly knows that there are way more searches for this. There’s a ton more searches for this. Why is the impression so low? The impressions are so low because Google will rarely ever show an ad for that keyword, which is why when we were talking, above here, about competition, I didn’t see an ad for that keyword. So again, extremely misleading.

If you’re taking data from AdWords and you’re trying to apply it to your SEO campaigns, your organic campaigns, your content marketing campaigns, you are being misled and led astray. If you see numbers like this that are coming straight from AdWords, “Oh, we looked at the AdWords impression,” know that these can be dead f’ing wrong, totally misleading, and throw your campaigns off.

You might choose not to invest in content around types of lighting, when in fact that could be an incredibly wonderful lead source. It could be the exact right keyword for you. It is getting way more search volume. We can see it right here. We can see it in Google Trends, which is showing us some real data, and we can back that up with our own clickstream data that we get here at Moz.

3. AdWords conflates and combines keywords that don’t share search intent or volume

Number three, another problem, Google conflates keywords. So when I do searches and I start adding keywords to a list, unless I’m very careful and I type them in manually and I’m only using the exact ones, Google will take all three of these, “types of lights,” “types of light” (singular light), and “types of lighting” and conflate them all, which is insane. It is maddening.

Why is it maddening? Because “types of light,” in my opinion, is a physics-related search. You can see many of the results, they’ll be from Energy.gov or whatever, and they’ll show you the different types of wavelengths and light ranges on the visible spectrum. “Types of lights” will show you what? It will show you types of lights that you could put in your home or office. “Types of lighting” will show you lighting design stuff, the things that a lighting consultant might be interested in. So three different, very different, types of results with three different search intents all conflated in AdWords, killing me.

4. AdWords will hide relevant keyword suggestions if they don’t believe there’s a strong commercial intent

Number four, not only this, a lot of times when you do searches inside AdWords, they will hide the suggestions that you want the most. So when I performed my searches for “lighting design,” Google never showed me — I couldn’t find it anywhere in the search results, even with the export of a thousand keywords — “types of lights” or “types of lighting.”

Why? I think it’s the same reason down here, because Google doesn’t believe that those are commercial intent search queries. Well, AdWords doesn’t believe they’re commercial intent search queries. So they don’t want to show them to AdWords customers because then they might bid on them, and Google will (a) rarely show those, and (b) they’ll get a poor return on that spend. What happens to advertisers? They don’t blame themselves for choosing faulty keywords. They blame Google for giving them bad traffic, and so Google knocks these out.

So if you are doing SEO or you’re doing content marketing and you’re trying to find these targets, AdWords is a terrible suggestion engine as well. As a result, my advice is going to be rely on different tools.

Instead:

There are a few that I’ve got here. I’m obviously a big fan of Moz’s Keyword Explorer, having been one of the designers of that product. Ahrefs came out with a near clone product that’s actually very, very good. SEMrush is also a quality product. I like their suggestions a little bit more, although they do use AdWords keyword data. So the volume data might be misleading again there. I’d be cautious about using that.

Google Trends, I actually really like Google Trends. I’m not sure why Google is choosing to give out such accurate data here, but from what we’ve seen, it looks really comparatively good. Challenge being if you do these searches in Google Trends, make sure you select the right type, the search term, not the list or the topic. Topics and lists inside Google Trends will aggregate, just like this will, a bunch of different keywords into one thing.

Then if you want to get truly, truly accurate, you can go ahead and run a sample AdWords campaign, the challenge with that being if Google chooses not to show your ad, you won’t know how many impressions you potentially missed out on, and that can be frustrating too.

So AdWords today, using PPC as an SEO tool, a content marketing tool is a little bit of a black box. I would really recommend against it. As long as you know what you’re doing and you want to find some inspiration there, fine. But otherwise, I’d rely on some of these other tools. Some of them are free, some of them are paid. All of them are better than AdWords.

All right, everyone. Look forward to your comments and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

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SEO Ranking Factors & Correlation: What Does It Mean When a Metric Is Correlated with Google Rankings? – Whiteboard Friday

Posted by randfish

In an industry where knowing exactly how to get ranked on Google is murky at best, SEO ranking factors studies can be incredibly alluring. But there’s danger in believing every correlation you read, and wisdom in looking at it with a critical eye. In this Whiteboard Friday, Rand covers the myths and realities of correlations, then shares a few smart ways to use and understand the data at hand.

SEO Ranking Factors and Correlation

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we are chatting about SEO ranking factors and the challenge around understanding correlation, what correlation means when it comes to SEO factors.

So you have likely seen, over the course of your career in the SEO world, lots of studies like this. They’re usually called something like ranking factors or ranking elements study or the 2017 ranking factors, and a number of companies put them out. Years ago, Moz started to do this work with correlation stuff, and now many, many companies put these out. So people from Searchmetrics and I think Ahrefs puts something out, and SEMrush puts one out, and of course Moz has one.

These usually follow a pretty similar format, which is they take a large number of search results from Google, from a specific country or sometimes from multiple countries, and they’ll say, “We analyzed 100,000 or 50,000 Google search results, and in our set of results, we looked at the following ranking factors to see how well correlated they were with higher rankings.” That is to say how much they predicted that, on average, a page with this factor would outrank a page without the factor, or a page with more of this factor would outrank a page with less of this factor.

Correlation in SEO studies like these usually mean:

So, basically, in an SEO study, they usually mean something like this. They do like a scatter plot. They don’t have to specifically do a scatter plot, but visualization of the results. Then they’ll say, “Okay, linking root domains had better correlation or correlation with higher organic rankings than the 10 blue link-style results to the degree of 0.39.” They’ll usually use either Spearman or Pearson correlation. We won’t get into that here. It doesn’t matter too much.

Across this many searches, the metric predicted higher or lower rankings with this level of consistency. 1.0, by the way, would be perfect correlation. So, for example, if you were looking at days that end in Y and days that follow each other, well, there’s a perfect correlation because every day’s name ends in Y, at least in English.

So search visits, let’s walk down this path just a little bit. So search visits, saying that that 0.47 correlated with higher rankings, if that sounds misleading to you, it sounds misleading to me too. The problem here is that’s not necessarily a ranking factor. At least I don’t think it is. I don’t think that the more visits you get from search from Google, the higher Google ranks you. I think it’s probably that the correlation runs the other way around — the higher you rank in search results, the more visits on average you get from Google search.

So these ranking factors, I’ll run through a bunch of these myths, but these ranking factors may not be factors at all. They’re just metrics or elements where the study has looked at the correlation and is trying to show you the relationship on average. But you have to understand and intuit this information properly, otherwise you can be very misled.

Myths and realities of correlation in SEO

So let’s walk through a few of these.

1. Correlation doesn’t tell us which way the connection runs.

So it does not say whether factor X influences the rankings or whether higher rankings influences factor X. Let’s take another example — number of Facebook shares. Could it be the case that search results that rank higher in Google oftentimes get people sharing them more on Facebook because they’ve been seen by more people who searched for them? I think that’s totally possible. I don’t know whether it’s the case. We can’t prove it right here and now, but we can certainly say, “You know what? This number does not necessarily mean that Facebook shares influence Google results.” It could be the case that Google results influence Facebook searches. It could be the case that there’s a third factor that’s causing both of them. Or it could be the case that there’s, in fact, no relationship and this is merely a coincidental result, probably unlikely given that there is some relationship there, but possible.

2. Correlation does not imply causation.

This is a famous quote, but let’s continue with the famous quote. But it sure is a hint. It sure is a hint. That’s exactly what we like to use correlation for is as a hint of things we might investigate further. We’ll talk about that in a second.

3. In an algorithm like Google’s, with thousands of potential ranking inputs, if you see any single metric at 0.1 or higher, I tend to think that, in general, that is an interesting result.

Not prove something, not means that there’s a direct correlation, just it is interesting. It’s worthy of further exploration. It’s worthy of understanding. It’s worthy of forming hypotheses and then trying to prove those wrong. It is interesting.

4. Correlation does tell us what more successful pages and sites do that less successful sites and pages don’t do.

Sometimes, in my opinion, that is just as interesting as what is actually causing rankings in Google. So you might say, “Oh, this doesn’t prove anything.” What it proves to me is pages that are getting more Facebook shares tend to do a good bit better than pages that are not getting as many Facebook shares.

I don’t really care, to be honest, whether that is a direct Google ranking factor or whether that’s just something that’s happening. If it’s happening in my space, if it’s happening in the world of SERPs that I care about, that is useful information for me to know and information that I should be applying, because it suggests that my competitors are doing this and that if I don’t do it, I probably won’t be as successful, or I may not be as successful as the ones who are. Certainly, I want to understand how they’re doing it and why they’re doing it.

5. None of these studies that I have ever seen so far have looked specifically at SERP features.

So one of the things that you have to remember, when you’re looking at these, is think organic, 10 blue link-style results. We’re not talking about AdWords, the paid results. We’re not talking about Knowledge Graph or featured snippets or image results or video results or any of these other, the news boxes, the Twitter results, anything else that goes in there. So this is kind of old-school, classic organic SEO.

6. Correlation is not a best practice.

So it does not mean that because this list descends and goes down in this order that those are the things you should do in that particular order. Don’t use this as a roadmap.

7. Low correlation does not mean that a metric or a tactic doesn’t work

Example, a high percent of sites using a page or a tactic will result in a very low correlation. So, for example, when we first did this study in I think it was 2005 that Moz ran its first one of these, maybe it was ’07, we saw that keyword use in the title element was strongly correlated. I think it was probably around 0.2, 0.15, something like that. Then over time, it’s gone way, way down. Now, it’s something like 0.03, extremely small, infinitesimally small.

What does that mean? Well, it could mean one of two things. It could mean Google is using it less as a ranking factor. It could mean that it was never connected, and it’s just total speculation, total coincidence. Or three, it could mean that a lot more people who rank in the top 20 or 30 results, which is what these studies usually look at, top 10 to top 50 sometimes, a lot more of them are putting the keyword in the title, and therefore, there’s just no difference between result number 31 and result number 1, because they both have them in the title. So you’re seeing a much lower correlation between pages that don’t have them and do have them and higher rankings. So be careful about how you intuit that.

Oh, one final note. I did put -0.02 here. A negative correlation means that as you see less of this thing, you tend to see higher rankings. Again, unless there is a strong negative correlation, I tend to watch out for these, or I tend to not pay too much attention. For example, the keyword in the meta description, it could just be that, well, it turns out pretty much everyone has the keyword in the meta description now, so this is just not a big differentiating factor.

What is correlation good for?

All right. What’s correlation actually good for? We talked about a bunch of myths, ways not to use it.

A. IDing the elements that more successful pages tend to have

So if I look across a correlation and I see that lots of pages are twice as likely to have X and rank highly as the ones that don’t rank highly, well, that is a good piece of data for me.

B. Watching elements over time to see if they rise or lower in correlation.

For example, we watch links very closely over time to see if they rise or lower so that we can say: “Gosh, does it look like links are getting more or less influential in Google’s rankings? Are they more or less correlated than they were last year or two years ago?” And if we see that drop dramatically, we might intuit, “Hey, we should test the power of links again. Time for another experiment to see if links still move the needle, or if they’re becoming less powerful, or if it’s merely that the correlation is dropping.”

C. Comparing sets of search results against one another we can identify unique attributes that might be true

So, for example, in a vertical like news, we might see that domain authority is much more important than it is in fitness, where smaller sites potentially have much more opportunity or dominate. Or we might see that something like https is not a great way to stand out in news, because everybody has it, but in fitness, it is a way to stand out and, in fact, the folks who do have it tend to do much better. Maybe they’ve invested more in their sites.

D. Judging metrics as a predictive ranking ability

Essentially, when I’m looking at a metric like domain authority, how good is that at telling me on average how much better one domain will rank in Google versus another? I can see that this number is a good indication of that. If that number goes down, domain authority is less predictive, less sort of useful for me. If it goes up, it’s more useful. I did this a couple years ago with Alexa Rank and SimilarWeb, looking at traffic metrics and which ones are best correlated with actual traffic, and found Alexa Rank is awful and SimilarWeb is quite excellent. So there you go.

E. Finding elements to test

So if I see that large images embedded on a page that’s already ranking on page 1 of search results has a 0.61 correlation with the image from that page ranking in the image results in the first few, wow, that’s really interesting. You know what? I’m going to go test that and take big images and embed them on my pages that are ranking and see if I can get the image results that I care about. That’s great information for testing.

This is all stuff that correlation is useful for. Correlation in SEO, especially when it comes to ranking factors or ranking elements, can be very misleading. I hope that this will help you to better understand how to use and not use that data.

Thanks. We’ll see you again next week for another edition of Whiteboard Friday.

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The image used to promote this post was adapted with gratitude from the hilarious webcomic, xkcd.

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How to Rank in 2018: The SEO Checklist – Whiteboard Friday

Posted by randfish

It’s hard enough as it is to explain to non-SEOs how to rank a webpage. In an increasingly complicated field, to do well you’ve got to have a good handle on a wide variety of detailed subjects. This edition of Whiteboard Friday covers a nine-point checklist of the major items you’ve got to cross off to rank in the new year — and maybe get some hints on how to explain it to others, too.

How to Rank in 2018: An SEO Checklist

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Video Transcription

Howdy, Moz fans, and welcome to a special New Year’s edition of Whiteboard Friday. This week we’re going to run through how to rank in 2018 in a brief checklist format.

So I know that many of you sometimes wonder, “Gosh, it feels overwhelming to try and explain to someone outside the SEO profession how to get a web page ranked.” Well, you know what? Let’s explore that a little bit this week on Whiteboard Friday. I sent out a tweet asking folks, “Send me a brief checklist in 280 characters or less,” and I got back some amazing responses. I have credited some folks here when they’ve contributed. There is a ton of detail to ranking in the SEO world, to try and rank in Google’s results. But when we pull out, when we go broad, I think that just a few items, in fact just the nine we’ve got here can basically take you through the majority of what’s required to rank in the year ahead. So let’s dive into that.

I. Crawlable, accessible URL whose content Google can easily crawl and parse.

So we want Googlebot’s spiders to be able to come to this page, to understand the content that’s on there in a text readable format, to understand images and visuals or video or embeds or anything else that you’ve got on the page in a way that they are going to be able to put into their web index. That is crucial. Without it, none of the rest of this stuff even matters.

II. Keyword research

We need to know and to uncover the words and phrases that searchers are actually using to solve or to get answers to the problem that they are having in your world. Those should be problems that your organization, your website is actually working to solve, that your content will help them to solve.

What you want here is a primary keyword and hopefully a set of related secondary keywords that share the searcher’s intent. So the intent behind of all of these terms and phrases should be the same so that the same content can serve it. When you do that, we now have a primary and a secondary set of keywords that we can target in our optimization efforts.

III. Investigate the SERP to find what Google believes to be relevant to the keywords’s searches

I want you to do some SERP investigation, meaning perform a search query in Google, see what comes back to you, and then figure out from there what Google believes to be relevant to the keywords searches. What does Google think is the content that will answer this searcher’s query? You’re trying to figure out intent, the type of content that’s required, and whatever missing pieces might be there. If you can find holes where, hey, no one is serving this, but I know that people want the answer to it, you might be able to fill that gap and take over that ranking position. Thanks to Gaetano, @gaetano_nyc, for the great suggestion on this one.

IV. Have the most credible, amplifiable person or team available create content that’s going to serve the searcher’s goal and solve their task better than anyone else on page one.

There are three elements here. First, we want an actually credible, worthy of amplification person or persons to create the content. Why is that? Well, because if we do that, we make amplification, we make link building, we make social sharing way more likely to happen, and our content becomes more credible, both in the eyes of searchers and visitors as well as in Google’s eyes too. So to the degree that that is possible, I would certainly urge you to do it.

Next, we’re trying to serve the searcher’s goal and solve their task, and we want to do that better than anyone else does it on page one, because if we don’t, even if we’ve optimized a lot of these other things, over time Google will realize, you know what? Searchers are frustrated with your result compared to other results, and they’re going to rank those other people higher. Huge credit to Dan Kern, @kernmedia on Twitter, for the great suggestion on this one.

V. Craft a compelling title, meta description.

Yes, Google still does use the meta description quite frequently. I know it seems like sometimes they don’t. But, in fact, there’s a high percent of the time when the actual meta description from the page is used. There’s an even higher percentage where the title is used. The URL, while Google sometimes truncates those, also used in the snippet as well as other elements. We’ll talk about schema and other kinds of markup later on. But the snippet is something that is crucial to your SEO efforts, because that determines how it displays in the search result. How Google displays your result determines whether people want to click on your listing or someone else’s. The snippet is your opportunity to say, “Come click me instead of those other guys.” If you can optimize this, both from a keyword perspective using the words and phrases that people want, as well as from a relevancy and a pure drawing the click perspective, you can really win.

VI. Intelligently employ those primary, secondary, and related keywords

Related keywords meaning those that are semantically connected that Google is going to view as critical to proving to them that your content is relevant to the searcher’s query — in the page’s text content. Why am I saying text content here? Because if you put it purely in visuals or in video or some other embeddable format that Google can’t necessarily easily parse out, eeh, they might not count it. They might not treat it as that’s actually content on the page, and you need to prove to Google that you have the relevant keywords on the page.

VII. Where relevant and possible, use rich snippets and schema markup to enhance the potential visibility that you’re going to get.

This is not possible for everyone. But in some cases, in the case that you’re getting into Google news, or in the case that you’re in the recipe world and you can get visuals and images, or in the case where you have a featured snippet opportunity and you can get the visual for that featured snippet along with that credit, or in the case where you can get rich snippets around travel or around flights, other verticals that schema is supporting right now, well, that’s great. You should take advantage of those opportunities.

VIII. Optimize the page to load fast, as fast as possible and look great.

I mean look great from a visual, UI perspective and look great from a user experience perspective, letting someone go all the way through and accomplish their task in an easy, fulfilling way on every device, at every speed, and make it secure too. Security critically important. HTTPS is not the only thing, but it is a big part of what Google cares about right now, and HTTPS was a big focus in 2016 and 2017. It will certainly continue to be a focus for Google in 2018.

IX. You need to have a great answer to the question: Who will help amplify this and why?

When you have that great answer, I mean a specific list of people and publications who are going to help you amplify it, you’ve got to execute to earn solid links and mentions and word of mouth across the web and across social media so that your content can be seen by Google’s crawlers and by human beings, by people as highly relevant and high quality.

You do all this stuff, you’re going to rank very well in 2018. Look forward to your comments, your additions, your contributions, and feel free to look through the tweet thread as well.

Thanks to all of you who contributed via Twitter and to all of you who followed us here at Moz and Whiteboard Friday in 2017. We hope you have a great year ahead. Thanks for watching. Take care.

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3 Creative Ways to Give Your Content Efforts a Boost – Whiteboard Friday

Posted by randfish

We know that content is our doorway to earning countless SEO benefits for our sites. Admittedly, though, it’s too easy to get stuck in a rut after one too many content marketing campaigns. In this extra-special holiday edition of Whitebeard Friday (see what we did there?), Rand offers three novel ways to add sparkle to your content creation efforts

3 way to give your content efforts a boost

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Video Transcription

Howdy, Moz fans, and welcome to a special Christmas edition of Whitebeard Friday. This week, I wanted to try and help with just a few tactical suggestions on some creative ways to pump up those content marketing campaigns.

I’ve seen that many, many folks in the SEO world, of course, naturally, are investing in content marketing because content is the path to links and amplification and search traffic. Sometimes those content campaigns can feel a little stale or repetitive. So I have some creative ideas, things that I’ve seen some people executing on that I think we might be able to leverage for some of our work.

1. Niche groups

First one, if you can identify in your community these sort of small but vocal niche groups that are . . . when I say your community, it doesn’t have to be people you already reach. It can be people inside the community of content generation and of topical interest around your subject matter. Then help them to amplify their voices or their causes or their pet projects, etc.

So I’ll use the example of being in the foodie and gourmand world. So here’s a bunch of foodies. But this particular tiny group is extremely passionate about food trucks, and, in particular, they really hate the laws that restrict food truck growth, that a lot of cities don’t allow food trucks to be in certain spaces. They have to jump through a bunch of hoops to get licensed. They are not permitted to be permanently in a place for a whole week. Whatever it is, whatever those legal restrictions are. So by serving this small group, you might think that content is way too niche.

The wonderful part is that content is the kind that gets amplified very loudly, very repetitively, that can help you earn links and traffic to this small community. If that community is small and loud and feels like their voices aren’t being heard elsewhere, you can build some great brand advocacy inside that group as well. By the way, I would urge you to be authentic, choose causes that you or your company also care about. Don’t just pick something at random.

2. Products and services

Second, if you can, try and seek out products and services that your audience uses or needs, but that doesn’t actually directly conflict with your business. Then create a resource that lists or rates or ranks and recommends those top choices. We’ve actually done this a few times at Moz. I have this recommended list of agency and consultant providers, but Moz does not compete with any of those. But it’s a helpful list. As a result of listing those folks and having this sort of process around it, many of those people are pumping up that content.

Now here’s another example. Foodie Moz, Foodie Moz sounds like a great domain. I should go register that right after this hat stops hitting me in the back of the head. I don’t know how Santa deals with that. So Foodie Moz presents the best cookbooks of 2017. Now, Foodie Moz might be in the food and recipe world. But it turns out, the wonderful part is cookbooks are something that is used by their audience but not directly conflicting with them.

Since it’s not self-promotional, but it is useful to your audience, the likelihood that you can earn links and amplification because you seem like a non-self-interested party is much greater. You’re providing value without asking anything in return. It’s not like anyone buying these cookbooks would help you. It’s not like you have some ulterior motive in ranking this one number one or that one number two. You’re merely putting together an unbiased set of resources that help your audience. That is a great way to get a piece of content to do well.

3. Content creators

Third, last but not least here, if you can, find content creators who have been very successful. You can recruit them, the people who have had hit pieces, to create content for your brand. In a lot of ways, this is like cheating. It’s almost like buying links, except instead of buying the links, you’re buying the time and energy of the person who creates content that you have high likelihood or high propensity for being successful in that content niche with what they create because of their past track record and the audience they’ve already built.

Pro-tip here. Journalists and media contributors, even contributors to online media, like a BuzzFeed or something like that, are great targets. Why? Well, because they’re usually poorly paid and they are desperate to build a portfolio of professional work. Some of these folks are insanely talented, and they already have networks of people who have liked their work in the past and have helped amplify them.

So if you can use a tool like BuzzSumo — that would be generally what I’d recommend, there’s a few others, but BuzzSumo is really great for this — you can search for, for example, recipes and see the most shared content in the recipe world in, say, the last three months. Then we can identify, “Oh, here we go. This person wrote the hardest recipe challenge gifts. Oh, all right. That did really, really well. I wonder if we can see who that is. Oh look, she does freelance work. I bet she can write for us.”

It’s like cheating. It’s a great hack. It’s a great to way to recruit someone who you know is likely to have a great shot at their work doing well, give them the freedom to write what they want, to create what they want, and then host it on your site. A great way to do content creation, for a decent price, that has a high likelihood of solid amplification.

All right, everyone, look forward to some of your thoughts and tactics. For those of you who celebrate Christmas, a Merry Christmas from all of us at Moz. For those of you who celebrate Hanukkah, happy belated Hanukkah. I know that I’m filming this during Hanukkah, but it’s probably after Hanukkah that you’re seeing it. For those of you who are celebrating any other holiday this year, a very happy holiday season to you. We look forward to joining you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Image Link Building – Whiteboard Friday

Posted by BritneyMuller

Image link building is a delicate art. There are some distinct considerations from traditional link building, and doing it successfully requires a balance of creativity, curiosity, and having the right tools on hand. In today’s Whiteboard Friday, Moz’s own SEO and link building aficionado Britney Muller offers up concrete advice for successfully building links via images.

Image Link Building

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Video Transcription

Hey, Moz fans, welcome to another edition of Whiteboard Friday. Today we’re going to go over all things image link building, which is sort of an art. I’m so excited to dig into this with you.

Know your link targets

So first and foremost, you need to know your link targets:

I. Popular industry platforms – top pages

What are those top platforms or websites that you would really like to acquire a link from? Then, from there, you can start to understand who might be influencers on those platforms, who’s writing the content, who might you contact, and also what are the top pages currently for those sites. There are a number of tools that give you a glimpse into that information. Moz’s OSE, Open Site Explorer, will show you top pages. SEMrush has a top page report. SimilarWeb has a popular page report. You can dig into all that information there, really interesting stuff.

II. Old popular images – update!

You can also start to dig into old, popular images and then update them. So what are old popular images within your space that you could have an opportunity to revamp and update? A really neat way to sort of dig into some of that is BuzzSumo’s infographics filter, and then you would insert the topic. You enter the industry or the topic you’re trying to address and then search by the infographics to see if you can come across anything.

III. Transform popular content into images

You can also just transform popular content into images, and I think there is so much opportunity in doing that for new statistics reports, new data that comes out. There are tons of great opportunities to transform those into multiple images and leverage that across different platforms for link building.

IV. Influencers

Again, just understanding who those influencers are.

Do your keyword research

So, from here, we’re going to dive into the keyword research part of this whole puzzle, and this is really understanding the intent behind people searching about the topic or the product or whatever it might be. Something you can do is evaluate keywords with link intent. This is a brilliant concept I heard about a couple weeks back from Dan Shure’s podcast. Thank you, Dan. Essentially it’s the idea that keywords with statistics or facts after the keyword have link intent baked into the search query. It’s brilliant. Those individuals are searching for something to reference, to maybe link to, to include in a presentation or an article or whatever that might be. It has this basic link intent.

Another thing you want to evaluate is just anything around images. Do any of your keywords and pictures or photos, etc. have good search volume with some opportunities? What does that search result currently look like? You have to evaluate what’s currently ranking to understand what’s working and what’s not. I used to say at my old agency I didn’t want anyone writing any piece of content until they had read all of the 10 search results for that keyword or that phrase we were targeting. Why would you do that until you have a full understanding of how that looks currently and how we can make something way better?

Rand had also mentioned this really cool tip on if you find some keywords, it’s good to evaluate whether or not the image carousel shows up for those searches, because if it does, that’s a little glimpse into the searcher intent that leads to images. That’s a good sign that you’re on the right track to really optimize for a certain image. It’s something to keep in mind.

Provide value

So, from here, we’re going to move up to providing value. Now we’re in the brainstorming stage. Hopefully, you’ve gotten some ideas, you know where you want to link from, and you need to provide value in some way. It could be a…

I. Reference/bookmark Maybe something that people would bookmark, that always works.

II. Perspective is a really interesting one. So some of the most beautiful data visualizations do this extremely well, where they can simplify a confusing concept or a lot of data. It’s a great way to leverage images and graphics.

III. Printouts still work really well. Moz has the SEO Dev Cheat Sheet that I have seen printed all over at different agencies, and that’s really neat to see it adding value directly.

IV. Curate images. We see this a lot with different articles. Maybe the top 25 to 50 images from this tradeshow or this event or whatever it might be, that’s a great way to leverage link building and kind of getting people fired up about a curated piece of content.

Gregory Ciotti — I don’t know if I’m saying that right — has an incredible article I suggest you all read called “Why a Visual Really Is Worth a Thousand Words,” and he mentions don’t be afraid to get obvious. I love that, because I think all too often we tend to overthink images and executing things in general. Why not just state the obvious and see how it goes? He’s got great examples.

Optimize

So, from here, we are going to move into optimization. If any of you need a brush-up on image optimization, I highly suggest you check out Rand’s Whiteboard Friday on image SEO. It covers everything. But some of the basics are your…

Title

You want to make sure that the title of the image has your keyword and explains what it is that you’re trying to convey.

Alt text

This was first and foremost designed for the visually impaired, so you need to be mindful of visually impaired screen readers that will read this to people to explain what the image actually is. So first and foremost, you just need to be helpful and provide information in a descriptive way to describe that image.

Compression

Compression is huge. Page speed is so big right now. I hear about it all the time. I know you guys do too. But one of the easiest ways to help page speed is to compress those huge images. There’s a ton of great free tools out there, like Optimizilla, where you can bulk upload a bunch of large images and then bulk download. It makes it super easy. There are also some desktop programs, if you’re doing this kind of stuff all the time, that will automatically compress images you download or save. That might be worth looking into if you do this a lot.
You want to host the image. You want it to live on your domain. You want to house that. You can leverage it on other platforms, but you want sort of that original to be on your site.

SRCSET

Source set attribute is getting a little technical. It’s super interesting, and it’s basically this really incredible image attribute that allows you to set the minimum browser size and the image you would prefer to show up for different sizes. So you can not only have different images show up for different devices in different sizes, but you can also revamp them. You can revamp the same image and serve it better for a mobile user versus a tablet, etc. Jon Henshaw has some of the greatest stuff on source set. Highly suggest you look at some of his articles. He’s doing really cool things with it. Check that out.

Promotion

So, from here, you want to promote your images. You obviously want to share it on popular platforms. You want to reach back out to some of these things that you might have into earlier. If you updated a piece of content, make them aware of that. Or if you transformed a really popular piece of content into some visuals, you might want to share that with the person who is sharing that piece of content. You want to start to tap into that previous research with your promotion.

Inform the influencers

Ask people to share it. There is nothing wrong with just asking your network of people to share something you’ve worked really hard on, and hopefully, vice versa, that can work in return and you’re not afraid to share something a connection of yours has that they worked really hard on.

Monitor the image SERPs

From here, you need to monitor. One of the best ways to do this is Google reverse image search. So if you go to Google and you click the images tab, there’s that little camera icon that you can click on and upload images to see where else they live on the web. This is a great way to figure out who is using your image, where it’s being held, are you getting a backlink or are you not. You want to keep an eye on all of that stuff.

Two other tools to do this, that I’ve heard about, are Image Raider and TinEye. But I have not had great experience with either of these. I would love to hear your comments below if maybe you have.

Reverse image search with Google works the best for me. This is also an awesome opportunity for someone to get on the market and create a Google alert for images. I don’t think anyone is actually doing that right now. If you know someone that is, please let me know down below in the comments. But it could be a cool business opportunity, right? I don’t know.

So for monitoring, let’s say you find your image is being used on different websites. Now you need to do some basic outreach to get that link. You want to request that link for using your image.

This is just a super basic template that I came up with. You can use it. You can change it, do whatever you want. But it’s just:

Hi, [first name].
Thank you so much for including our image in your article. Great piece. Just wondering if you could link to us.com as the source.
Thanks,
Britney

Something like that. Something short, to the point. If you can make it more personalized, please do so. I can’t stress that enough. People will take you way more seriously if you have some nugget of personal information or connection that you can make.

From there, you just sort of stay in this loop. After you go through this process, you need to continue to promote your content and continue to monitor and do outreach and push that to maximize your link building efforts.
So I hope you enjoyed this. I look forward to hearing all of your comments and thoughts down below in the comments. I look forward to seeing you all later. Thanks for joining us on this edition of Whiteboard Friday. Thanks.

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What Do Google’s New, Longer Snippets Mean for SEO? – Whiteboard Friday

Posted by randfish

Snippets and meta descriptions have brand-new character limits, and it’s a big change for Google and SEOs alike. Learn about what’s new, when it changed, and what it all means for SEO in this edition of Whiteboard Friday.

What do Google's now, longer snippets mean for SEO?

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about Google’s big change to the snippet length.

This is the display length of the snippet for any given result in the search results that Google provides. This is on both mobile and desktop. It sort of impacts the meta description, which is how many snippets are written. They’re taken from the meta description tag of the web page. Google essentially said just last week, “Hey, we have officially increased the length, the recommended length, and the display length of what we will show in the text snippet of standard organic results.”

So I’m illustrating that for you here. I did a search for “net neutrality bill,” something that’s on the minds of a lot of Americans right now. You can see here that this article from The Hill, which is a recent article — it was two days ago — has a much longer text snippet than what we would normally expect to find. In fact, I went ahead and counted this one and then showed it here.

So basically, at the old 165-character limit, which is what you would have seen prior to the middle of December on most every search result, occasionally Google would have a longer one for very specific kinds of search results, but more than 90%, according to data from SISTRIX, which put out a great report and I’ll link to it here, more than 90% of search snippets were 165 characters or less prior to the middle of November. Then Google added basically a few more lines.

So now, on mobile and desktop, instead of an average of two or three lines, we’re talking three, four, five, sometimes even six lines of text. So this snippet here is 266 characters that Google is displaying. The next result, from Save the Internet, is 273 characters. Again, this might be because Google sort of realized, “Hey, we almost got all of this in here. Let’s just carry it through to the end rather than showing the ellipsis.” But you can see that 165 characters would cut off right here. This one actually does a good job of displaying things.

So imagine a searcher is querying for something in your field and they’re just looking for a basic understanding of what it is. So they’ve never heard of net neutrality. They’re not sure what it is. So they can read here, “Net neutrality is the basic principle that prohibits internet service providers like AT&T, Comcast, and Verizon from speeding up, slowing down, or blocking any . . .” And that’s where it would cut off. Or that’s where it would have cut off in November.

Now, if I got a snippet like that, I need to visit the site. I’ve got to click through in order to learn more. That doesn’t tell me enough to give me the data to go through. Now, Google has tackled this before with things, like a featured snippet, that sit at the top of the search results, that are a more expansive short answer. But in this case, I can get the rest of it because now, as of mid-November, Google has lengthened this. So now I can get, “Any content, applications, or websites you want to use. Net neutrality is the way that the Internet has always worked.”

Now, you might quibble and say this is not a full, thorough understanding of what net neutrality is, and I agree. But for a lot of searchers, this is good enough. They don’t need to click any more. This extension from 165 to 275 or 273, in this case, has really done the trick.

What changed?

So this can have a bunch of changes to SEO too. So the change that happened here is that Google updated basically two things. One, they updated the snippet length, and two, they updated their guidelines around it.

So Google’s had historic guidelines that said, well, you want to keep your meta description tag between about 160 and 180 characters. I think that was the number. They’ve updated that to where they say there’s no official meta description recommended length. But on Twitter, Danny Sullivan said that he would probably not make that greater than 320 characters. In fact, we and other data providers, that collect a lot of search results, didn’t find many that extended beyond 300. So I think that’s a reasonable thing.

When?

When did this happen? It was starting at about mid-November. November 22nd is when SISTRIX’s dataset starts to notice the increase, and it was over 50%. Now it’s sitting at about 51% of search results that have these longer snippets in at least 1 of the top 10 as of December 2nd.

Here’s the amazing thing, though — 51% of search results have at least one. Many of those, because they’re still pulling old meta descriptions or meta descriptions that SEO has optimized for the 165-character limit, are still very short. So if you’re the person in your search results, especially it’s holiday time right now, lots of ecommerce action, if you’re the person to go update your important pages right now, you might be able to get more real estate in the search results than any of your competitors in the SERPs because they’re not updating theirs.

How will this affect SEO?

So how is this going to really change SEO? Well, three things:

A. It changes how marketers should write and optimize the meta description.

We’re going to be writing a little bit differently because we have more space. We’re going to be trying to entice people to click, but we’re going to be very conscientious that we want to try and answer a lot of this in the search result itself, because if we can, there’s a good chance that Google will rank us higher, even if we’re actually sort of sacrificing clicks by helping the searcher get the answer they need in the search result.

B. It may impact click-through rate.

We’ll be looking at Jumpshot data over the next few months and year ahead. We think that there are two likely ways they could do it. Probably negatively, meaning fewer clicks on less complex queries. But conversely, possible it will get more clicks on some more complex queries, because people are more enticed by the longer description. Fingers crossed, that’s kind of what you want to do as a marketer.

C. It may lead to lower click-through rate further down in the search results.

If you think about the fact that this is taking up the real estate that was taken up by three results with two, as of a month ago, well, maybe people won’t scroll as far down. Maybe the ones that are higher up will in fact draw more of the clicks, and thus being further down on page one will have less value than it used to.

What should SEOs do?

What are things that you should do right now? Number one, make a priority list — you should probably already have this — of your most important landing pages by search traffic, the ones that receive the most search traffic on your website, organic search. Then I would go and reoptimize those meta descriptions for the longer limits.

Now, you can judge as you will. My advice would be go to the SERPs that are sending you the most traffic, that you’re ranking for the most. Go check out the limits. They’re probably between about 250 and 300, and you can optimize somewhere in there.

The second thing I would do is if you have internal processes or your CMS has rules around how long you can make a meta description tag, you’re going to have to update those probably from the old limit of somewhere in the 160 to 180 range to the new 230 to 320 range. It doesn’t look like many are smaller than 230 now, at least limit-wise, and it doesn’t look like anything is particularly longer than 320. So somewhere in there is where you’re going to want to stay.

Good luck with your new meta descriptions and with your new snippet optimization. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Omnichannel shoppers collide with Black Friday and Cyber Monday, setting new records

Columnist Christi Olson shares consumer and search data from the recent holiday weekend — and provides tips for how to use search to boost your omnichannel holiday marketing strategy. The post Omnichannel shoppers collide with Black Friday and Cyber Monday, setting new records appeared first on…

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Designing a Page’s Content Flow to Maximize SEO Opportunity – Whiteboard Friday

Posted by randfish

Controlling and improving the flow of your on-site content can actually help your SEO. What’s the best way to capitalize on the opportunity present in your page design? Rand covers the questions you need to ask (and answer) and the goals you should strive for in today’s Whiteboard Friday.

Designing a page's content flow to maximize SEO opportunity

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about a designing a page’s content flow to help with your SEO.

Now, unfortunately, somehow in the world of SEO tactics, this one has gotten left by the wayside. I think a lot of people in the SEO world are investing in things like content and solving searchers’ problems and getting to the bottom of searcher intent. But unfortunately, the page design and the flow of the elements, the UI elements, the content elements that sit in a page is discarded or left aside. That’s unfortunate because it can actually make a huge difference to your SEO.

Q: What needs to go on this page, in what order, with what placement?

So if we’re asking ourselves like, “Well, what’s the question here?” Well, it’s what needs to go on this page. I’m trying to rank for “faster home Wi-Fi.” Right now, Lifehacker and a bunch of other people are ranking in these results. It gets a ton of searches. I can drive a lot of revenue for my business if I can rank there. But what needs to go on this page in what order with what placement in order for me to perform the best that I possibly can? It turns out that sometimes great content gets buried in a poor page design and poor page flow. But if we want to answer this question, we actually have to ask some other ones. We need answers to at least these three:

A. What is the searcher in this case trying to accomplish?

When they enter “faster home Wi-Fi,” what’s the task that they want to get done?

B. Are there multiple intents behind this query, and which ones are most popular?

What’s the popularity of those intents in what order? We need to know that so that we can design our flow around the most common ones first and the secondary and tertiary ones next.

C. What’s the business goal of ranking? What are we trying to accomplish?

That’s always going to have to be balanced out with what is the searcher trying to accomplish. Otherwise, in a lot of cases, there’s no point in ranking at all. If we can’t get our goals met, we should just rank for something else where we can.

Let’s assume we’ve got some answers:

Let’s assume that, in this case, we have some good answers to these questions so we can proceed. So pretty simple. If I search for “faster home Wi-Fi,” what I want is usually it’s going to be…

A. Faster download speed at home.

That’s what the searcher is trying to accomplish. But there are multiple intents behind this. Sometimes the searcher is looking to do that..

B1. With their current ISP and their current equipment.

They want to know things they can optimize that don’t cause them to spend money. Can they place their router in different places? Can they change out a cable? Do they need to put it in a different room? Do they need to move their computer? Is the problem something else that’s interfering with their Wi-Fi in their home that they need to turn off? Those kinds of issues.

B2. With a new ISP.

Or can they get a new ISP? They might be looking for an ISP that can provide them with faster home internet in their area, and they want to know what’s available, which is a very different intent than the first one.

B3. With current ISP but new equipment.

maybe they want to keep their ISP, but they are willing to upgrade to new equipment. So they’re looking for what’s the equipment that I could buy that would make the current ISP I have, which in many cases in the United States, sadly, there’s only one ISP that can provide you with service in a lot of areas. So they can’t change ISP, but they can change out their equipment.

C. Affiliate revenue with product referrals.

Let’s assume that (C) is we know that what we’re trying to accomplish is affiliate revenue from product referrals. So our business is basically we’re going to send people to new routers or the Google Mesh Network home device, and we get affiliate revenue by passing folks off to those products and recommending them.

Now we can design a content flow.

Okay, fair enough. We now have enough to be able to take care of this design flow. The design flow can involve lots of things. There are a lot of things that could live on a page, everything from navigation to headline to the lead-in copy or the header image or body content, graphics, reference links, the footer, a sidebar potentially.

The elements that go in here are not actually what we’re talking about today. We can have that conversation too. I want a headline that’s going to tell people that I serve all of these different intents. I want to have a lead-in that has a potential to be the featured snippet in there. I want a header image that can rank in image results and be in the featured snippet panel. I’m going to want body content that serves all of these in the order that’s most popular. I want graphics and visuals that suggest to people that I’ve done my research and I can provably show that the results that you get with this different equipment or this different ISP will be relevant to them.

But really, what we’re talking about here is the flow that matters. The content itself, the problem is that it gets buried. What I see many times is folks will take a powerful visual or a powerful piece of content that’s solving the searcher’s query and they’ll put it in a place on the page where it’s hard to access or hard to find. So even though they’ve actually got great content, it is buried by the page’s design.

5 big goals that matter.

The goals that matter here and the ones that you should be optimizing for when you’re thinking about the design of this flow are:

1. How do I solve the searcher’s task quickly and enjoyably?

So that’s about user experience as well as the UI. I know that, for many people, they are going to want to see and, in fact, the result that’s ranking up here on the top is Lifehacker’s top 10 list for how to get your home Wi-Fi faster. They include things like upgrading your ISP, and here’s a tool to see what’s available in your area. They include maybe you need a better router, and here are the best ones. Maybe you need a different network or something that expands your network in your home, and here’s a link out to those. So they’re serving that purpose up front, up top.

2. Serve these multiple intents in the order of demand.

So if we can intuit that most people want to stick with their ISP, but are willing to change equipment, we can serve this one first (B3). We can serve this one second (B1), and we can serve the change out my ISP third (B2), which is actually the ideal fit in this scenario for us. That helps us

3. Optimize for the business goal without sacrificing one and two.

I would urge you to design generally with the searcher in mind and if you can fit in the business goal, that is ideal. Otherwise, what tends to happen is the business goal comes first, the searcher comes second, and you come tenth in the results.

4. If possible, try to claim the featured snippet and the visual image that go up there.

That means using the lead-in up at the top. It’s usually the first paragraph or the first few lines of text in an ordered or unordered list, along with a header image or visual in order to capture that featured snippet. That’s very powerful for search results that are still showing it.

5. Limit our bounce back to the SERP as much as possible.

In many cases, this means limiting some of the UI or design flow elements that hamper people from solving their problems or that annoy or dissuade them. So, for example, advertising that pops up or overlays that come up before I’ve gotten two-thirds of the way down the page really tend to hamper efforts, really tend to increase this bounce back to the SERP, the search engine call pogo-sticking and can harm your rankings dramatically. Design elements, design flows where the content that actually solves the problem is below an advertising block or below a promotional block, that also is very limiting.

So to the degree that we can control the design of our pages and optimize for that, we can actually take existing content that you might already have and improve its rankings without having to remake it, without needing new links, simply by improving the flow.

I hope we’ll see lots of examples of those in the comments, and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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