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

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.

“If
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

For Writers Only: Secrets to Improving Engagement on Your Content Using Word Pictures (and I Don’t Mean Wordle)

Posted by Isla_McKetta

“Picture it.”

If you’re of a certain generation, those two words can only conjure images of tiny, white-haired Sophia from the Golden Girls about to tell one of her engaging (if somewhat long and irrelevant) stories as she holds her elderly roommates hostage in the kitchen or living room of their pastel-hued Miami home.

Even if you have no idea what I’m talking about, those words should become your writing mantra, because what readers do with your words is take all those letters and turn them into mind pictures. And as the writer, you have control over what those pictures look like and how long your readers mull them over.

According to
Reading in the Brain by Stanislas Dehaene, reading involves a rich back and forth between the language areas and visual areas of our brains. Although the full extent of that connectivity is not yet known, it’s easy to imagine that the more sensory (interesting) information we can include in our writing, the more fully we can engage our readers.

So if you’re a writer or content marketer you should be harnessing the illustrative power of words to occupy your readers’ minds and keep them … Read the rest

January 27, 2015  Tags: , , , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Old-timey SEO Strategies (and why we don’t do them anymore)

Old-timey SEO Strategies (and why we don’t do them anymore) is a post by SEO expert Stephanie De Leon. For information about our SEO services or more great SEO tips and tricks, visit the SEO.com blog.

Old-timey-SEO-Strategies (1)

SEO has come a long way since the 90s. “Content is king” is the ruling voice today, but that has not always been the case. Long before Google, there was a time where it seemed there were no rules. Even after Google was founded, all was quiet for the first few years. It appeared the search engine was going to leave us to our own devices until the fall of 2002 when the first real algorithm update hit. Over the next decade, Google would continue to make changes to its algorithm, boggling the minds of SEO gurus around the world.

It wasn’t until 2011 that the infamous Panda update hit, targeting thin content websites. The spring of 2012 brought Penguin, aimed at spammy link tactics. Getting hit by an algorithm update is a bit like getting punched in the gut. Seeing your rankings plummet can knock you to the ground and take the wind out of you. Even after you clean … Read the rest

December 26, 2014  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Building Consumer Awareness: How to Talk to People Who Don’t Know They Need You

Posted by bridget.randolph

As a marketer, if your product is the obvious solution to an obvious problem, your job is relatively straightforward. You simply need to show the customer why your product is the best one out there. Often the easiest way to do this is by demonstrating your USP; sometimes you can also compete on price. Either way, if your customer is already looking for the product or service you offer, and not attached to any particular brand, all you have to do is convince them that your brand does it best.

Image source.

This is where the old saying comes from: “Build a better mousetrap and the world will beat a path to your door.”

But the reality is, a lot of us don’t sell products that fill an obvious need. Even if your product or service does fill a genuine need or solve a real problem… do people actually realise that they have that problem? And do they know that a solution exists?

The three stages of consumer awareness

A lot of marketers today are facing this conundrum: “How do I sell the benefits of my brand over those of my competitors when my customer … Read the rest

December 8, 2014  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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