Posted by SimonPenson
[Estimated read time: 20 minutes]
Content marketing has an image problem.
Like all potentially transformational opportunities, the world sees something glistening and jumps in head first to claim a piece of the next “goldmine.”
The ensuing digital gold rush that follows often creates a stampede to be first, rather than best, and normally strategic thinking is usurped and instead replaced with a brain-out approach to delivery.
And in the case of the content marketing revolution, the result has been an outpouring of disconnected content that adds little value and serves very few, leaving many with nothing more than a handful of “failed” content campaigns to show for the effort.
Itâ€™s something I see every day, and it is incredibly saddening.
Content marketing, you see, is not the answer to those prayers. It’s simply part of a much broader strategic picture that I call the “Brand as Publisher” play; a reset of the core principles behind the content marketing charge.
This piece is designed to explain precisely how you can take the “Brand as Publisher” approach, what it is, and how it … Read the rest
Posted by ronell-smith
[Estimated read time: 17 minutes]
A couple of years back, I received a call from the CMO of a small but popular and growing startup about taking on the brand as a content strategist. While I was initially lukewarm to the idea, they were adamant about working together, feeling that I â€ścould help them reach their goals.â€ť
Before hanging up the phone, I asked him to email me the main priority for the onsite content:
“Engaging content (e.g., shares, likes, tweets, etc.),” she wrote.
I thought, I can do engaging.
I reasoned Iâ€™d stick with how-to information content, in-depth evergreen content, and maybe a few interviews. In the online marketing vertical, these are what I call “canâ€™t miss elements” for brands looking to create onsite engagement.
But not long after I started working with the brand, I saw some problems that should have been red flags from the beginning:
- The type of content they wanted for the blog didnâ€™t garner traffic
- The type of content that did garner traffic didnâ€™t garner engagement
- When I talked to the CMO, her words were equally confusing: “Conversions are up, but we need to see engagement improve to continue the
Posted by Wayfair
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.
At Wayfair.com, we conduct a lot of SEO tests. We’re constantly measuring and evaluating our strategies, some of which were shared in our last post for YouMoz, Accidental SEO Tests: When On-Page Optimization Ceases to Matter. Sometimes, however, we stumble across what we call “accidental SEO tests.” This typically happens when a bad code deploy unintentionally hurts our SEO, and we end up learning something useful from our mistake.
Tens of thousands of 301 redirects
One of our accidental tests involved regularly 301-redirecting large batches (i.e., tens of thousands) of product pages. On average, we found a consistent (and essentially permanent) traffic loss of about 15% for 301-redirected URLs.
In the past, Google has said a small amount of PageRank is lost through a 301 redirect, which is the same as through a link. Now, for the first time, we can put a hard number to how much that loss is.
Structure … Read the rest
Posted by randfish
It’s the season of giving, and that notion extends to search! Brand preferences have an almost tangible impact on several levels, from consumer affinity to a rankings boost on Google. In this holiday edition of our now-traditional Whitebeard Friday, Rand explains why it’s important to keep brand recognition at the forefront of your strategy, and offers up a framework on how to get started on giving searchers a reason to prefer your brand.
Howdy, Moz fans, and welcome to the special Christmas edition of Whiteboard Friday. Now, whether you celebrate Christmas or not, my family is Jewish, at least ethnically, but we still love Christmas. We used to get a tree and presents and all that kind of stuff. But Merry Christmas to all those of you who celebrate religiously or non-religiously, and to all the rest of you, hopefully you’re having a lovely and wonderful December holiday break time, middle of wintertime. The sun’s going to start getting a little higher in the sky. The days get a little longer. I’m really looking forward to that, … Read the rest
Posted by RuthBurrReedy
Thereâ€™s a lot of talk about branding in the search marketing industry of late, and thereâ€™s good reason for that: Taking the time to really understand and define your brand allows you to be much more intentional and focused about the way you market your business online (and off, but this is a digital marketing blog so thatâ€™s what weâ€™re talking about today). I recently spoke at the Dallas Fort Worth Search Engine Marketing Associationâ€™s annual State of Search conference on how to incorporate brand strategy into your digital strategy (and vice versa), and wanted to share what weâ€™ve learned with the Moz community.
Iâ€™ve found that since we started making it a practice to help clients truly understand their own brands, weâ€™ve been able to do much higher-quality work for them; we can connect businesses with their target audiences better, and really plan for the entire funnel.
What is a brand?
When many businesses think about defining their brands, they think about things like:
- Brand name
- Editorial voice
- Look and feel
If youâ€™ve taken the time to define these things, congratulations: you have a style guide! A style guide can be … Read the rest