Paint by Numbers: Using Data to Produce Great Content

Posted by rjonesx.

It’s not every day that I write about content. To be honest, it’s probably a once-a-year kind of thing. I will readily admit that I’m a “links are king” kind of SEO, and have been since starting in this industry more than a decade ago. However, I do look over the fence from time to time to see if the grass is greener and, on occasion, I actually like what I see. Prior to joining Moz, I was a consultant at an agency like many of you reading this blog post. More often than not, one of the key concerns of my clients was what to write about. It seems that webmasters and business owners alike can easily acquire writer’s block after trudging through the uninspiring task of turning a list of keywords into website copy. So where do you look when you have run out of words

Numbers.

Alright, stick with me here. I imagine for some of you the idea of poring over numbers to remedy writer’s block would be like trying to stop a headache with a brick. It’s adding insult to injury. What I hope to show you in the next couple … Read the rest

June 26, 2017  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Structuring URLs for Easy Data Gathering and Maximum Efficiency

Posted by Dom-Woodman

Imagine you work for an e-commerce company.

Wouldn’t it be useful to know the total organic sessions and conversions to all of your products? Every week?

If you have access to some analytics for an e-commerce company, try and generate that report now. Give it 5 minutes.

Done?

Or did that quick question turn out to be deceptively complicated? Did you fall into a rabbit hole of scraping and estimations?

Not being able to easily answer that question — and others like it — is costing you thousands every year.

Let’s jump back a step

Every online business, whether it’s a property portal or an e-commerce store, will likely have spent hours and hours agonizing over decisions about how their website should look, feel, and be constructed.

The biggest decision is usually this: What will we build our website with? And from there, there are hundreds of decisions, all the way down to what categories should we have on our blog?

Each of these decisions will generate future costs and opportunities, shaping how the business operates.

Somewhere in this process, a URL structure will be decided on. Hopefully it will be logical, but the context … Read the rest

March 27, 2017  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Google’s War on Data and the Clickstream Revolution

Posted by rjonesx.

Existential threats to SEO

Rand called “Not Provided” the First Existential Threat to SEO in 2013. While 100% Not Provided was certainly one of the largest and most egregious data grabs by Google, it was part of a long and continued history of Google pulling data sources which benefit search engine optimizers.

A brief history

  1. Nov 2010 – Deprecate search API
  2. Oct 2011 – Google begins Not Provided
  3. Feb 2012 – Sampled data in Google Analytics
  4. Aug 2013 – Google Keyword Tool closed
  5. Sep 2013 – Not Provided ramped up
  6. Feb 2015 – Link Operator degraded
  7. Jan 2016 – Search API killed
  8. Mar 2016 – Google ends Toolbar PageRank
  9. Aug 2016 – Keyword Planner restricted to paid

I don’t intend to say that Google made any of these decisions specifically to harm SEOs, but that the decisions did harm SEO is inarguable. In our industry, like many others, data is power. Without access to SERP, keyword, and analytics data, our and our industry’s collective judgement is clouded. A recent survey of SEOs showed that data is more important to them than ever, despite these data retractions.

So how do we proceed in a world in which … Read the rest

November 7, 2016  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments

SEO Trek: The Search for Google RankBrain* [New Data]

Posted by larry.kim

Rand Fishkin posted another brilliant Whiteboard Friday last week on the topic of optimizing for RankBrain. In it, he explained how RankBrain helps Google select and prioritize signals it uses for ranking.

One of the most important signals Google takes into account is user engagement. As Rand noted, engagement is a “very, very important signal.”

Engagement is a huge but often ignored opportunity. That’s why I’ve been a bit obsessed with improving engagement metrics.

My theory has been that RankBrain *and/or other machine learning elements within Google’s core algorithm are increasingly rewarding pages with high user engagement. Not always, but it’s happening often enough that it’s kind of a huge deal.

Google is looking for unicorns – and I think that machine learning is Google’s ultimate Unicorn Detector.

Now, when I say unicorns, I mean those pages that have magical engagement rates that elevate them above the other donkey pages Google could show for a given query. Like if your page has a 5 percent click-through rate (CTR) when everyone else has a 1 percent CTR.

What is Google’s mission? To provide the best results to searchers. One way Google does this is by … Read the rest

October 4, 2016  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How To Support Data with Real-Life Interviews – Whiteboard Friday

Posted by rcancino

With all the data that today’s marketers can access, there’s often still no substitute for the quality of information you can get from interviewing real people. In today’s Whiteboard Friday, we welcome Rebekah Cancino — a partner at Phoenix-based Onward and #MozCon 2016 speaker — to teach us the whys and hows of great interviews.

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

Video Transcription

Hi, Moz fans. I’m Rebekah Cancino. I’m a partner at Onward, and I lead content strategy and user experience design. Today I’m here to talk to you about how to support the data you have, your keyword data, data around search intent, analytics with real life user interviews.

So recently, Rand has been talking a little more about the relationship between user experience design and SEO, whether it’s managing the tensions between the two or the importance of understanding the path to customer purchase. He said that in order to understand that path, we have to talk to real people. We have to do interviews, whether that’s talking to actual users or maybe just people inside your company that have an understanding of … Read the rest

September 16, 2016  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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