Archive for October, 2014

What SEOs Need to Know About Topic Modeling & Semantic Connectivity – Whiteboard Friday

Posted by randfish

Search engines, especially Google, have gotten remarkably good at understanding searchers’ intent—what we
mean to search for, even if that’s not exactly what we search for. How in the world do they do this? It’s incredibly complex, but in today’s Whiteboard Friday, Rand covers the basics—what we all need to know about how entities are connected in search.

For reference, here’s a still of this week’s whiteboard!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re talking topic modeling and semantic connectivity. Those words might sound big and confusing, but, in fact, they are important to understanding the operations of search engines, and they have some direct influence on things that we might do as SEOs, hence our need to understand them.

Now, I’m going to make a caveat here. I am not an expert in this topic. I have not taken the required math classes, stats classes, programming classes to truly understand this topic in a way that I would feel extremely comfortable explaining. However, even at the surface level of understanding, I feel like I can give some compelling information that hopefully you all and myself included

Read the rest

October 31, 2014  Tags: , , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How to Include Influencers in Your Content Strategy

Posted by Amanda_Gallucci

The first thing most people think when they hear “influencers” is promotion. Important people with an engaged following can amplify the reach of whatever idea, content or brand they choose to share. If you only weave influencers into your content strategy when your finished product is ready to be promoted, however, you’re missing out on the full potential of having respected experts on your team.

Knowing when and how they can best be engaged at different stages is critical to moving these leaders from outside influencers to brand partners.

Measure an influencer’s true value

In order to find the right influencers to give your content strategy a boost, you first should understand what makes a person an influencer and how influence will play a role within the larger content landscape.

Whether you’re looking to build brand awareness or drive traffic, what matters is not sheer numbers of followers, but the amount of engaged followers.… Read the rest

October 30, 2014  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments

It’s Time to Treat Content as Part of the User Experience

Posted by wrttnwrd

Forget content marketing, SEO content, and whatever else as you know them. We need to fundamentally change our approach to content.
It’s not an add-on or a separate thing. It’s an inseparable part of the user experience. Let’s act that way.

Content: the silent epidemic

Your site’s infested.

Most organizations treat content like some kind of horrific disease. They try to shove it as far away as possible from the “real” web site, like a bad case of body lice.

Where do they put it? The blog, of course:

content-its-not-just-for-blogs.png

Don’t worry, this isn’t another put-the-blog-on-the-site-dammit rant. Hopefully, you already understand that
blog.site.com isn’t as good as site.com/blog.

They also incorrectly define “content.” Content isn’t “stuff we write to rank higher” or “infographics” or “longform articles.”

Content is anything that communicates a message to the audience.
Anything.

Product descriptions? Content.

The company story? Content.

Images? Content.

That video of your company picnic that someone posted to your site three years ago and shows everyone dressed as Muppets? Content.

If it says something, shows something, or otherwise communicates, it’s content.

Change your approach

We all need to change our entire approach to content. Treat it as part … Read the rest

October 29, 2014  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Semantic Analytics: How to Track Performance and ROI of Structured Data

Posted by Mike_Arnesen

If you’re interested in tracking the ROI of adding semantic markup to your website, while simultaneously improving your web analytics, this post is for you! Join me, friend.

Semantic markup and structured data: Can I get a heck yes?!

If you haven’t heard of semantic markup and the SEO implications of applying said markup, you may have been living in a dark cave with no WiFi for the past few years. Or perhaps you’re new to this whole search marketing thing. In the later case, I won’t fault you, but you should really check this stuff out, because
it’s the future.

That said, I’d wager most people reading this post are well acquainted with semantic markup and the idea of structured data. More than likely, you have some of this markup on your site already and you probably have some really awesome rich snippets showing up in search.

Organic snippets like these are why most SEOs are implementing semantic markup. I don’t think we need to debate that. Everyone wants to get those beautiful, attractive, CTR-boosting rich snippets and, in some cases, you’re at a competitive disadvantage simply by not having them.

If you’re like me, … Read the rest

October 28, 2014  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Introducing Followerwonk Profile Pages

Posted by petebray

Followerwonk has always been primarily about social graph analysis and exploration: from tracking follower growth, comparing relationships, and so on.

Followerwonk now adds content analysis and user profiling, too

In the Analyze tab, you’ll find a new option to examine any Twitter user’s tweets. (Note that this is a Pro-only feature, so you’ll need to be a subscriber to use it.)

You can also access these profile pages by simply clicking on a Twitter username anywhere else in Followerwonk.

For us, this feature is really exciting, because we let you analyze not just yourself, but other people too. In fact, Pro users can analyze as many other Twitter accounts as they want!

Now, you’ll doubtlessly learn lots by analyzing your own tweets. But you already probably have a pretty good sense of what content works well for you (and who you engage with frequently).

We feel that Profile Pages really move the needle by letting you surface the relationships and content strategies of competitors, customers, and prospects.

Let’s take a closer look.

Find the people any Twitter user engages with most frequently

Yep, just plug in a Twitter name and we’ll analyze their most recent 2000 tweets. … Read the rest

October 27, 2014  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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