Archive for April, 2015

How to Create Boring-Industry Content that Gets Shared

Posted by ronell-smith

If you think creating content for boring industries is tough, try creating content for an expensive product that’ll be sold in a so-called boring industry. Such was the problem faced by Mike Jackson, head of sales for a large Denver-based company that was debuting a line of new high-end products for the fishing industry in 2009.

After years of pestering the executives of his traditional, non-flashy company to create a line of products that could be sold to anglers looking to buy premium items, he finally had his wish: a product so expensive only a small percentage of anglers could afford them.

dog bored by content

(image source)

What looked like being boxed into a corner was actually part of the plan.

When asked how he could ever put his neck on the line for a product he’d find tough to sell and even tougher to market, he revealed his brilliant plan.

“I don’t need to sell one million of [these products] a year,” he said. “All I need to do is sell a few hundred thousand, which won’t be hard. And as far as marketing, that’s easy: I’m ignoring the folks who’ll buy the items. I’m targeting professional … Read the rest

April 30, 2015  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

An Introduction to Schema.org Markup for Emails

Posted by kristihines

If you are a Gmail user, you have likely received some emails that stand out from the rest with a call to action button within the subject line.

If you’ve booked a flight recently, your airline may have sent you an email that includes an interactive way to view your travel plans.

Similarly, Google Inbox app users might have seen emails that look like this.

These calls to action are courtesy of Schema.org markup for email. Just like Schema.org markup for web pages helps web pages stand out in search results, Schema.org markup for emails helps certain emails stand out from the rest in your inbox.

The goal of email markup is to allow people to take action on emails as quickly and simply as possible. For marketers, there are both pros and cons of this feature. In this post, we’re going to look at the email markup options currently available, who can use it, and if it’s worth it.

Should you use email markup?

Email markup is currently available for Gmail email recipients only. The number of Gmail users was over 350 million in 2012. To determine whether you should use it, you shouldn’t … Read the rest

April 29, 2015  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Search Trends: Are Compound Queries the Start of the Shift to Data-Driven Search?

Posted by Tom-Anthony

The Web is an ever-diminishing aspect of our online lives. We increasingly use apps, wearables, smart assistants (Google Now, Siri, Cortana), smart watches, and smart TVs for searches, and none of these are returning 10 blue links. In fact, we usually don’t end up on a website at all.

Apps are the natural successor, and an increasing amount of time spent optimising search is going to be spent focusing on apps. However, whilst app search is going to be very important, I don’t think it is where the trend stops.

This post is about where I think the trends take us—towards what I am calling “Data-Driven Search”. Along the way I am going to highlight another phenomenon: “Compound Queries”. I believe these changes will dramatically alter the way search and SEO work over the next 1-3 years, and it is important we begin now to think about how that future could look.

App indexing is just the beginning

With
App Indexing Google is moving beyond the bounds of the web-search paradigm which made them famous. On Android, we are now seeing blue links which are not to web pages but are deep links to open … Read the rest

April 28, 2015  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

​The 3 Most Common SEO Problems on Listings Sites

Posted by Dom-Woodman

Listings sites have a very specific set of search problems that you don’t run into everywhere else. In the day I’m one of Distilled’s analysts, but by night I run a job listings site, teflSearch. So, for my first Moz Blog post I thought I’d cover the three search problems with listings sites that I spent far too long agonising about.

Quick clarification time: What is a listings site (i.e. will this post be useful for you)?

The classic listings site is Craigslist, but plenty of other sites act like listing sites:

  • Job sites like Monster
  • E-commerce sites like Amazon
  • Matching sites like Spareroom

1. Generating quality landing pages

The landing pages on listings sites are incredibly important. These pages are usually the primary drivers of converting traffic, and they’re usually generated automatically (or are occasionally custom category pages) .

For example, if I search “Jobs in Manchester“, you can see nearly every result is an automatically generated landing page or category page.

There are three common ways to generate these pages (occasionally a combination of more than one is used):

  • Faceted pages: These are generated by facets—groups of preset filters that let
  • Read the rest

April 27, 2015  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Extract SEO Value from SERPs with Knowledge Graph and Answer Boxes – Whiteboard Friday

Posted by randfish

Many SEOs are frustrated by the ever-expanding repertoire of answer boxes and results from the Knowledge Graph on Google’s SERPs. One thing we can be sure of is that they’re not going away anytime soon, so in today’s Whiteboard Friday, Rand offers some strategic advice (as well as several tactics) for getting SEO value from those SERPs, and even from those boxes.

For reference, here’s a still of this week’s whiteboard. Click on it to open a high-resolution image in a new tab!

SERPS in Knowledge Graph Whiteboard

Howdy, Moz Fans!

…and welcome to another edition of Whiteboard Friday. This week we’re talking about the rich answers, instant answers, direct answers, whatever you want to call them, that Google and Bing are providing in search results, that are taking away a lot of clicks from those search results that people look for.

4 Types of challenging results

I think the big four that SEOs are concerned about are what I’m going to walk through first, and then we’ll talk about some tactical ways that marketers can actually work around them or even take advantage of them.

#1 – Customized instant answer (a.k.a. answer boxes)

So the first one here is what … Read the rest

April 24, 2015  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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