Don’t Be Fooled by Data: 4 Data Analysis Pitfalls & How to Avoid Them

Posted by Tom.Capper

Digital marketing is a proudly data-driven field. Yet, as SEOs especially, we often have such incomplete or questionable data to work with, that we end up jumping to the wrong conclusions in our attempts to substantiate our arguments or quantify our issues and opportunities.

In this post, I’m going to outline 4 data analysis pitfalls that are endemic in our industry, and how to avoid them.

1. Jumping to conclusions

Earlier this year, I conducted a ranking factor study around brand awareness, and I posted this caveat:

“…the fact that Domain Authority (or branded search volume, or anything else) is positively correlated with rankings could indicate that any or all of the following is likely:

  • Links cause sites to rank well
  • Ranking well causes sites to get links
  • Some third factor (e.g. reputation or age of site) causes sites to get both links and rankings”
    ~ Me

However, I want to go into this in a bit more depth and give you a framework for analyzing these yourself, because it still comes up a lot. Take, for example, this recent study by Stone Temple, which you may have seen in the Moz Top 10 or … Read the rest

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

How to Use the "Keywords by Site" Data in Tools (Moz, SEMrush, Ahrefs, etc.) to Improve Your Keyword Research and Targeting – Whiteboard Friday

Posted by randfish

One of the most helpful functions of modern-day SEO software is the idea of a “keyword universe,” a database of tens of millions of keywords that you can tap into and discover what your site is ranking for. Rankings data like this can be powerful, and having that kind of power at your fingertips can be intimidating. In today’s Whiteboard Friday, Rand explains the concept of the “keyword universe” and shares his most useful tips to take advantage of this data in the most popular SEO tools.

How to use keywords by site

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 the Keywords by Site feature that exists now in Moz’s toolset — we just launched it this week — and SEMrush and Ahrefs, who have had it for a little while, and there are some other tools out there that also do it, so places like KeyCompete and SpyFu and others.

In SEO software, there are two types of rankings data:

A) Keywords you’ve specifically chosen to track over time

Basically, the way you … Read the rest

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

Announcing 5 NEW Feature Upgrades to Moz Pro’s Site Crawl, Including Pixel-Length Title Data

Posted by Dr-Pete

While Moz is hard at work on some major new product features (we’re hoping for two more big launches in 2017), we’re also working hard to iterate on recent advances. I’m happy to announce that, based on your thoughtful feedback, and our own ever-growing wish lists, we’ve recently launched five upgrades to Site Crawl.

1. Mark Issues as Fixed

It’s fine to ignore issues that don’t matter to your site or business, but many of you asked for a way to audit fixes or just let us know that you’ve made a fix prior to our next data update. So, from any issues page, you can now select items and “Mark as fixed” (screens below edited for content).

Fixed items will immediately be highlighted and, like Ignored issues, can be easily restored…

Unlike the “Ignore” feature, we’ll also monitor these issues for you and warn you if they reappear. In a perfect world, you’d fix an issue once and be done, but we all know that real web development just doesn’t work out that way.

2. View/Ignore/Fix More Issues

When we launched the “Ignore” feature, many of you were very happy (it was, frankly, long … Read the rest

September 12, 2017  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

The Beginner’s Guide to Structured Data for SEO: How to Implement Structured Data

Posted by bridget.randolph

Part 2: How to implement structured data for SEO

Welcome to Part 2 of The Beginner’s Guide to Structured Data: How to Implement Structured Data for SEO. In Part 1, we focused on gaining a high-level understanding of what structured data is and how it can be used to support SEO efforts.

(If you missed Part 1, you can go check it out here).

In Part 2, we’ll be looking at the steps to identify opportunities and implement structured data for SEO on your website. Since this is an introductory guide, I’ll be focusing on the most basic types of markup you can add and the most common use cases, and providing resources with additional detail for the more technical aspects of implementation.

Is structured data right for you?

Generally speaking, implementing structured data for SEO is worthwhile for most people. However, it does require a certain level of effort and resources, and you may be asking yourself whether it’s worth prioritizing.

Here are some signs that it’s a good time to prioritize structured data for SEO:

  • Search is a key value-driving channel for your business
  • You’ve recently audited your site for basic optimization
  • Read the rest

September 11, 2017  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

The Beginner’s Guide to Structured Data for SEO: A Two-Part Series

Posted by bridget.randolph

Part 1: An overview of structured data for SEO

SEOs have been talking about structured data for a few years now — ever since Google, Bing, Yahoo! and Yandex got together in 2011 to create a standardized list of attributes and entities which they all agreed to support, and which became known as Schema.org. However, there’s still a lot of confusion around what structured data is, what it’s for, and how and when to implement structured data for SEO purposes. In fact, a survey carried out last year by Bing found that only 17% of marketers are using (or were planning to use) Schema.org structured data markup.

In this two-part series, you’ll learn the basics of structured data: first we’ll talk about what it is, and how it relates to SEO (Part 1), and then I’ll take you through a simple process for identifying structured data opportunities and implementing structured data on your own site (Part 2).

What is “structured data”?

“Structured data” as a general term simply refers to any data which is organized (i.e., given “structure”). For example, if you have a bunch of scattered Post-It notes with phone messages about meetings, dates, … Read the rest

September 6, 2017  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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