Archive for April, 2016

The Local SEO Agency’s Complete Guide to Client Discovery and Onboarding

Posted by MiriamEllis

[Estimated read time: 6 minutes]

Why proper onboarding matters

Imagine getting three months in on a Local SEO contract before realizing that your client’s storefront is really his cousin’s garage. From which he runs two other “legit” businesses he never mentioned. Or that he neglected to mention the reviews he bought last year. Worse yet, he doesn’t even know that buying reviews is a bad thing.

The story is equally bad if you’re diligently working to build quality unique content around a Chicago client’s business in Wicker Park but then realize their address (and customer base) is actually in neighboring Avondale.

What you don’t know will hurt you. And your clients.

A hallmark of the professional Local SEO department or agency is its dedication to getting off on the right foot with a new client by getting their data beautifully documented for the whole team from the start. At various times throughout the life of the contract, your teammates and staff from complementary departments will be needing to access different aspects of a client’s core NAP, known challenges, company history, and goals.

Having this information clearly recorded in shareable media is the key to both organization … Read the rest

April 28, 2016  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Measuring Content: You’re Doing it Wrong

Posted by MatthewBarby

[Estimated read time: 10 minutes]

The traditional ways of measuring the success or failure of content are broken. We can’t just rely on metrics like the number of pageviews/visits or bounce rate to determine whether what we’re creating has performed well.

“The primary thing we look for with news is impact, not traffic,” says Jonah Peretti, Founder of BuzzFeed. One of the ways that BuzzFeed have mastered this is with the development of their proprietary analytics platform, POUND.

POUND enables BuzzFeed to predict the potential reach of a story based on its content, understand how effective specific promotions are based on the downstream sharing and traffic, and power A/B tests — and that’s just a few examples.

Just because you’ve managed to get more eyeballs onto your content doesn’t mean it’s actually achieved anything. If that were the case then I’d just take a few hundred dollars and buy some paid StumbleUpon traffic every time.

Yeah, I’d generate traffic, but it’s highly unlikely to result in me achieving some of my actual business goals. Not only that, but I’d have no real indication of whether my content was satisfying the needs of my visitors.

The … Read the rest

April 27, 2016  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

What 300+ Content Marketing Campaigns Can Teach You About Earning Links

Posted by KelseyLibert

[Estimated read time: 9 minutes]

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In a recent Whiteboard Friday about 10x content, Rand said to expect it to take 5 to 10 attempts before you’ll create a piece of content that’s a hit.

If you’ve been at the content marketing game for a while, you probably agree with Rand. Seasoned content marketers know you’re likely to see a percentage of content flops before you achieve a big win. Then, as you gain a sense for why some content fails and other content succeeds, you integrate what you’ve learned into your process. Gradually, you start batting fewer base hits and more home runs.

At Fractl, we regularly look back at campaign performance and refine our production and promotion processes based on what the data tells us. Are publishers rejecting a certain content format? Is there a connection between Domain Authority (DA) and the industry vertical we targeted? Do certain topics attract the most social shares? These are the types of questions we ask, and then we use the related data to create better content.

We recently dug through three years of content marketing campaigns and asked: What factors increase content’s ability to earn links? In this … Read the rest

April 26, 2016  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Can We Predict the Google Weather?

Posted by Dr-Pete

[Estimated read time: 7 minutes]

Four years ago, just weeks before the first Penguin update, the MozCast project started collecting its first real data. Detecting and interpreting Google algorithm updates has been both a far more difficult and far more rewarding challenge than I ever expected, and I’ve learned a lot along the way, but there’s one nagging question that I’ve never been able to answer with any satisfaction. Can we use past Google data to predict future updates?

Before any analysis, I’ve always been a fan of using my eyes. What does Google algorithm “weather” look like over a long time-period? Here’s a full year of MozCast temperatures:

Most of us know by now that Google isn’t a quiet machine that hums along until the occasional named update happens a few times a year. The algorithm is changing constantly and, even if it wasn’t, the web is changing constantly around it. Finding the signal in the noise is hard enough, but what does any peak or valley in this graph tell you about when the next peak might arrive? Very little, at first glance.

It’s worse than that, though

Even before we dive into the … Read the rest

April 25, 2016  Tags: , ,   Posted in: SEO / Traffic / Marketing  No Comments

Does Organic CTR Impact SEO Rankings? [New Data]

Posted by larry.kim

[Estimated read time: 13 minutes]

Does organic click-through rate (CTR) data impact page rankings? This has been a huge topic of debate for years within the search industry.

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Some people think the influence of CTR on rankings is nothing more than a persistent myth. Like the one where humans and dinosaurs lived together at the same time — you know, like in that reality series “The Flintstones”?

Some other people are convinced that Google must look at end user data. Because how in the world would Google know which pages to rank without it?

Google (OK, at least one Google engineer who spoke at SMX) seems to indicate the latter is indeed the case:

I also highly encourage you to check out Rand Fishkin’s Whiteboard Friday discussing clicks and click-through rate. In short, the key point is this: If a page is ranking in position 3, but gets a higher than expected CTR, Google may decide to rank that page higher because tons of people are obviously interested in … Read the rest

April 24, 2016  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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