Mission SEO Impossible: Rank a Single Brand Website for a Broad, Plural Search Query with Comparative Intent – Whiteboard Friday

Posted by randfish

Competing with comparison sites in the SERPs can feel like a losing game, but it doesn’t have to. In today’s Whiteboard Friday, Rand explains the challenges and outlines five solutions that can help you begin ranking for those high-value comparative terms.

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

Video Transcription

Howdy, Moz fans, and welcome to this impossible edition of Whiteboard Friday. This week we’re chatting about one of the toughest things that a lot of SEOs face, which is trying to rank for these specific types of queries that have a plural comparative intent behind them.

Some examples:

So I’ll give you a bunch of examples just to set the stage for this.

Let’s say I’m a hotel operator in Edinburgh, and I run one individual hotel, maybe a boutique hotel, and I want to rank for “best hotels in Edinburgh.” But that is nearly impossible, because if you look at the front page of results, all the folks there are comparative types of sites. They’re media properties. They’re hotel comparison shopping sites. So it’s TripAdvisor and Telegraph and US News & World Report, and This is … Read the rest

July 7, 2017  Tags: , , , , , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

6 Tips to Make Your Brand an Email Response Rockstar

Posted by ronell-smith

Are you ready to create emails that get replies? Well, it’s time to step away from the clickbait-y subject lines hawking insincere or insignificant promises, and instead deliver messages worthy of earning a response. Despite rumors to the contrary, asking for a reply or using email templates or sample letters is not the best path to ensuring your emails draw more than a yawn.

If the goal is to deliver emails that consistently get responses, your brand must first focus on being authentic, sincere, and empathetic, putting the needs of the person on the other side of the screen before those of your brand.

By doing so, you not only earn clicks, eyeballs, and responses, you can also increase the number of conversions for your product or services, which likely won’t go unnoticed.

For the skeptical among you, I’ll use a personal example, one that involved me sitting at my desk when my former vice president stormed out of the executive team meeting, yelling my name as he walked down the corridor toward my office.

“Ronell! Where’s Ronell?!” he implored as I stuck my head out my office door to greet him. “I need you to … Read the rest

July 4, 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

How Your Brand Can Create an Enviable Customer Experience for Mobile Web Searchers

Posted by ronell-smith

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Not very edible corned beef hash

Here I am, seated in a Manhattan, New York restaurant, staring at corned beef hash that looks and tastes like what I imagine dog food to look and taste like.

I’m pissed for two reasons:

  • It cost nearly and was entirely inedible
  • I should have known better given the visuals depicted after doing a Google image search to find the dish, which was offered at a nearby restaurant

In retrospect, I should have checked A and B on my phone before ordering the plate of Alpo. And though I didn’t do that, other would-be customers will, which means the business owner or SEO had better follow the steps below if they wish to stay in business.

The bad news is I no longer relish the thought of eating at high-end NY restaurants; the good news is this experience totally reshaped the way I view mobile, opening my eyes to simple but very effective tactics businesses of all types can immediately put to use for their brands.

My mobile education

We’ve all heard how mobile is transforming the web experience, reshaping the landscape for marketers, brands and consumers.

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As marketers, we … Read the rest

October 5, 2016  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Building Brand Value & Customer Loyalty: Videos from MozTalk in Philly

Posted by Danielle_Launders

[Estimated read time: 3 minutes]

In April, we hopped on a plane to go visit our friends in the City of Brotherly Love to share an evening of learning, networking, and, of course, eating, for our latest MozTalk. Wait, what’s a MozTalk, you ask? Well, let me tell you! MozTalks are after-work events, featuring two-four speakers, focusing on topics relevant to online marketing. These one-night events are a way to engage and share ideas amongst the community, meet old friends and new (that’s you!), and learn great tips from some brilliant minds. Oh, did I mention there is food and some awesome swag? Yes, let’s not forget the most important parts.

Our most recent MozTalk focused on innovative strategies for building brand value and keeping your customers coming back. Topics ranged from human interaction through customer service to tailoring PPC ads to keep your customers coming back for more. We had a lineup of four outstanding speakers: Adam Melson from Seer Interactive, Erin McCaul from Moz, Purna Virji from Microsoft, and Wil Reynolds from Seer Interactive. Watch the presentations below for the full scoop:

Adam Melson: Branding & Revenue Wins That Ignore Traditional SEO

Top takeaways

Read the rest

May 19, 2016  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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