A Vision for Brand Engagement Online, or "The Goal"

Posted by EricEnge

Today’s post focuses on a vision for your online presence. This vision outlines what it takes to be the best, both from an overall reputation and visibility standpoint, as well as an SEO point of view. The reason these are tied together is simple: Your overall online reputation and visibility is a huge factor in your SEO. Period. Let’s start by talking about why.

Core ranking signals

For purposes of this post, let’s define three cornerstone ranking signals that most everyone agrees on:


Links remain a huge factor in overall ranking. Both Cyrus Shepard and Marcus Tober re-confirmed this on the Periodic Table of SEO Ranking Factors session at the SMX Advanced conference in Seattle this past June.

On-page content

On-page content remains a huge factor too, but with some subtleties now thrown in. I wrote about some of this in earlier posts I did on Moz about Term Frequency and Inverse Document Frequency. Suffice it to say that on-page content is about a lot more than pure words on the page, but also includes the supporting pages that you link to.

User engagement with your site

This is not one of the traditional … Read the rest

July 19, 2015  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Is Brand a Google Ranking Factor? – Whiteboard Friday

Posted by randfish

A frequently asked question in the SEO world is whether or not branding plays a part in Google’s ranking algorithm. There’s a short answer with a big asterisk, and in today’s Whiteboard Friday, Rand explains what you need to know.

Is Brand a Google Ranking Factor Whiteboard

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

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week I’m going to try and answer a question that plagues a lot of marketers, a lot of SEOs and that we ask very frequently. That is: Is brand or branding a ranking factor in Google search engine?

Look, I think, to be fair, to be honest, that the technical answer to this question is no. However, I think when people say brand is powerful for SEO, that is a true statement. We’re going to try and reconcile these two things. How can brand not be a ranking factor and yet be a powerful influencer of higher rankings in SEO? What’s going to go on there?

What is a ranking factor, anyway?

Well, I’ll tell you. So when folks say … Read the rest

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

Music SEO – 7 Lessons in Brand Optimization for 2015

Posted by evolvingSEO

Bands, music, and SEO – A different paradigm

For B2B or ecommerce, people often
discover your brand with commercial queries like ”dining room lamps” or an informational search like “how to fix a dishwasher”. 

Then they look around your site, your social profiles, get retargeted—before ever making a purchase—but in many cases that journey started with an non-branded organic search. Search is certainly not the
only discovery channel. But important enough that investment in non-branded keywords is essential.

A (very simplified) illustration of this discovery path might look something like this:

content discovery path b2b ecommerce

The above is NOT the case for musicians and bands though.
When’s the last time you discovered a band with a search engine? Probably never.

For bands and musicians, the discovery path is 
flipped aroundTHIS is probably more realistic:

discovery path for bands

The search engine is 
more about reducing friction on the path to becoming a die-hard fan. I don’t think many people are discovering their new favorite band like this:

searching for bands on google

But you HAVE probably tried to learn more about bands and musicians
after the initial discovery with searches like this:

current fan search

(No, I am not a Lumineers fan—just so there’s no confusion ;)  )

I don’t think many musicians, bands, record labels or managers are looking at … Read the rest

March 31, 2015  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

9 Simple Tips For Making An About Us Page That Works For Your Brand

Posted by Ben.Austin

For too many online companies the About Us page is the elephant in the room, and often the most awkward thing to write. It’s a shame because analytics often shows the page as one of the most frequented on any website. Imagine a ceremonial elephant adorned in his embellished head plate, raising you above your competitors. This could be your About Us page if you show it the care and attention it deserves.

The good news is your about page doesn’t require several hundred pounds of vegetation on a daily basis, nor is there any real need for expensive antique rhinestones. 

The bad news is crafting the perfect about page is easier said than done. Many find it difficult to strike the right balance between selling themselves to their customers and driving them away with a self-focused approach, which helps explain why the pages are so often neglected. 

At Absolute, we’re looking to revamp our entire website over the coming … Read the rest

March 16, 2015  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

You Don’t Need to Be a Brand Publisher to Win at Content Marketing

Posted by ronell smith

“Man, I’m sorry. You guys weren’t ready to adopt the brands as publisher mindset. I suspected you’d never be ready to do it successfully. I knew it; I could sense you knew it. I wish I’d spoken up when I saw the intra-departmental debates waging. That’s on me. My bad.”

Those were my words to the executive of a midsize lifestyle brand I worked with in 2014. It took me months to get up the nerve to reach out and make it right, even though I’d done nothing wrong. 

He seemed to understand. But he did have a question that stopped me in tracks and continues to haunt me.

we couldn’t get it right, with all of our resources, what does it say about the feasibility of becoming a brand publisher?” he inquired. “Does that make content marketing [in and of itself] a bad idea?”

A fair question, to be sure, and one I did not have a sufficient answer for. But in looking back, I realized this exec, like so many others before him, made the mistake of thinking he could do quickly what he had not yet learned to do well. Content marketing wasn’t the missile … Read the rest

February 4, 2015  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

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