Archive for February, 2017

How to Create Content That Keeps Earning Links (Even After You Stop Promoting It)

Posted by kerryjones

Do your link building results look something like this?

  1. Start doing outreach
  2. Get links
  3. Stop doing outreach
  4. No more links

Everyone talks about the long-term benefits of using content marketing as part of a link building strategy. But without the right type of content, your experience may be that you stop earning links as soon as you stop doing outreach.

In this sense, you have to keep putting gas in the car for it to keep running (marketing “gas” = time, effort, and resources). But what if there was a way to fill up the car once, and that would give it enough momentum to run for months or even years?

An example of this is a salary negotiations survey we published last year on Harvard Business Review. The study was picked up by TechCrunch months after we had finished actively promoting it. We didn’t reach out to TechCrunch. Rather, this writer presumably stumbled upon our content while doing research for his article.

techcrunch-link.png

So what’s the key to long-term links? Content that acts as a source.

The goal is to create something that people will find and link to when they’re in need of sources to … Read the rest

February 28, 2017  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

3 Tactics for Hyperlocal Keywords – Whiteboard Friday

Posted by randfish

Trying to target a small, specific region with your keywords can prove frustrating. While reaching a high-intent local audience is incredibly valuable, without volume data to inform your keyword research, you’ll find yourself hitting a wall. In this Whiteboard Friday, Rand shares how to uncover powerful, laser-focused keywords that will reach exactly the right people.

Hyper Local Keyword Research

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about hyperlocal keyword research. Now, this is a big challenge, not only for hyperlocal-focused businesses, but also for all kinds of websites that are trying to target very small regions, and many of them, with their keyword research and keyword targeting, on-page optimization.

The problem:

So the problem tends to be that most keyword research tools, and this includes things like the Google AdWords Tool, it includes Moz’s Keyword Explorer, or KeywordTool.io, or Übersuggest, or anybody you want to use, most of them are relying on volume data.

So what happens is when you see a bunch of keyword suggestions, you type in … Read the rest

February 24, 2017  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Local SEO & Beyond: Ranking Your Local Business in 2017

Posted by Casey_Meraz

In 2016, I predicted that ranking in the 3-pack was hard and it would continually get more competitive. I maintain that prediction for 2017, but I want to make one thing clear. If you haven’t done so, I believe local businesses should start to look outside of a local-SEO-3-Pack-ONLY focused strategy.

While local SEO still presents a tremendous opportunity to grow your business, I’m going to look at some supplementary organic strategies you can take into your local marketing campaign, as well.

In this post I’m going to address:

  • How local search has changed since last year
  • Why & how your overall focus may need to change in 2017
  • Actionable advice on how to rank better to get more local traffic & more business

In local search success, one thing is clear

The days of getting in the 3-pack and having a one-trick pony strategy are over. Every business wants to get the free traffic from Google’s local results, but the chances are getting harder everyday. Not only are you fighting against all of your competitors trying to get the same rankings, but now you’re also fighting against even more ads.

If you thought it was … Read the rest

February 23, 2017  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Proximity to Searcher is the New #1 Local Search Ranking Factor

Posted by Whitespark

Have you noticed that a lot of local pack results don’t seem to make sense these days? Almost every time I search Google for a local search term, the pack results leave me wondering, “Why are these businesses ranking?”

For example, take a look at the results I get for “plumbers”:


(Searched in an incognito Chrome browser on PC in Edmonton)

Here’s a quick summary of the basic local ranking factors for the businesses in this local pack:

Notice that:

  • None of the businesses have claimed/verified their Google listing.
  • None of the businesses have any Google reviews.
  • Only one of the businesses even has a website!

Surely, Google, there are more prominent businesses in Edmonton that deserve to rank for this term?

Here’s the data table again with one additional point added: proximity to the searcher.

These business are all so close to me that I could walk to them in about 8 to 15 minutes. Here’s a map of Edmonton with pins for my location and these 3 businesses. Just look at how close they are to my location:

After analyzing dozens of queries that my colleagues and I searched for, I am going to … Read the rest

February 22, 2017  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Branding Success: How to Use PPC to Amplify Your Brand

Posted by purna_v

Here’s a question for you:

Do you think a brand can influence your behavior outside of purchase preference? Put another way, will seeing the North Face logo make you want to take up hiking in the snow?

A few years ago, researchers at Duke University conducted an experiment with 341 students. Their goal? Studying what makes a brand powerful and how we’re influenced by brands. As part of this study, the students were asked to complete what they were told was a visual acuity test.

During this test, either an Apple logo or IBM logo flashed on the screen for a second, so quickly that the students were unaware they had been exposed to the logo. The participants then completed a task designed to evaluate how creative they were, listing all the uses they could think of for a brick.

Are you surprised that students exposed to the Apple logo came up with not just more uses, but more creative uses? The experiment was also done using the Disney Channel logo and the E! logo – and the students were tested on their degree of honesty and dishonesty. Which logo exposure led to more honesty? If … Read the rest

February 21, 2017  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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