How to Avoid the Unrealistic Expectations SEOs Often Create – Whiteboard Friday

Posted by randfish

With all the changes we’ve seen in the field of SEO in recent years, we need to think differently about how we pitch our work to others. If we don’t, we run the risk of creating unreal expectations and disappointing our clients and companies. In today’s Whiteboard Friday, Rand explains how to set expectations that will lead to excitement without the subsequent let-down.

For reference, here’s a still of this week’s whiteboard!

This Week's Whiteboard.

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat a little bit about the expectations that SEOs create and sometimes falsely create. It’s not always our fault, but it is always our responsibility to fix the expectations that we create with our teams, our managers, our executives, and, if we’re consultants, with our clients.

So here’s the problem. This is a conversation that I see happen a lot of the time. Here’s our friendly SEO guy over here, and he’s telling his client, “Hey, if we can rank on page 1 for even 10% of all these terms that I’ve selected, we’re going to drive a 500% increase in leads.”

Here’s the client over

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December 12, 2014  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Panda 4.1 Google Leaked Dos and Don’ts – Whiteboard Friday

Posted by josh_bachynski

Josh Bachynski takes you inside Panda 4.1 with a tour of some of the top dos and don’ts for your website. And it’s about so much more than the standard “good content” refrain. Watch the video to learn more.

For reference, here’s a still of this week’s whiteboard!

Whiteboard Friday board

Video Transcription

Hi and welcome to a Whiteboard Friday with Josh Bachynski, who some people call the Ginger Rand. Today I want to talk about Panda 4.1 and the Google leaked dos and don’ts. Recently, another algorithm named Penguin has been getting a lot of attention in Google. But I want to make sure that we don’t forget about Panda.

Penguin is to SEO as kind of like Jason Voorhees, if you will. It’s very scary, and it comes around every now and then and slices and dices websites. But Panda is more, in my opinion, kind of like Freddy Krueger. He’s always kind of there in the background, in your nightmares, waiting to strike at any site, whether they think they’re breaking the rules or not.

So I think it’s very important to keep Panda in mind, even in the wake of Penguin craziness. “Okay, Josh,”

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December 5, 2014  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How Can the Value of Top-of-Funnel Channels be Measured – Whiteboard Friday

Posted by randfish

Rand has talked many times about what he calls “serendipitous marketing,” where the work we do at the top of the funnel can take winding and often unexpected paths to conversions. One of the most common questions about content marketing, public relations, and other top-of-funnel efforts is how to prove their value. 

In today’s Whiteboard Friday, Rand offers up three ways you can attempt those measurements, along with a bit of perspective you can bring to your clients and higher-ups.

For reference, here’s a still of this week’s whiteboard!

How Can the Value of Top-of-Funnel, Demand-Creation Channels be Measured or Proven?

Video transcription

Howdy, Moz Fans, and welcome to another edition of Whiteboard Friday. This week we’re going to talk about the value of top of the funnel demand creation, sorts of channels and tactics, and how you can actually measure the value behind them.

I’m guilty of doing something. I’m going to own up to it. A lot of the time when I talk about these kinds of tactics, stuff that sits at the very top of the funnel that creates that demand or interest in your potential target market, I call them serendipitous and unmeasurable channels. It is true that many of them are very serendipitous,

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November 21, 2014  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Be Intentional about Your Content & SEO Goals or Face Certain Failure – Whiteboard Friday

Posted by randfish

We’re seeing more and more companies investing in content marketing, and that’s a great thing. Many of them, however, are putting less thought than they should into the specific goals behind the content they produce. In today’s Whiteboard Friday, Rand covers examples of goals for targeting different kinds of people, from those who merely stumbled upon your site to those who are strongly considering becoming customers.

For reference, here’s a still of this week’s whiteboard!

Be Intentional about Your Content & SEO Goals or Face Certain Failure

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about being intentional about the content investments that you make. Now this is particularly important because otherwise it can lead to doom.

I got to organize the Foundry CEO Summit last week in Boulder, Colorado. I’m not sure when you are watching this. It might be several weeks ago now. But in any case, I’m talking with a bunch of CEOs and we have a number of discussion topics. One of the discussion topics, which was my personal favorite, one of the ones I was moderating was the top of funnel customer acquisition.

So I’m talking with a lot of these CEOs,

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November 14, 2014  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

4 Tips for Producing Great Event Coverage – Whiteboard Friday

Posted by kanejamison

Conferences and trade shows can be sources of wonderful ideas, and covering these events in a way that spreads some of those ideas around is common practice. Not all event coverage is created equal, though, and in today’s Whiteboard Friday, Kane Jamison details four areas you should keep in mind as you spread the wealth of knowledge.

For reference, here’s a still of this week’s whiteboard!

4 Tips for Producing Great Event Coverage WhiteboardKane Jamison. I’m the founder of Content Harmony, and today I want to talk to you about four tips for producing really great event coverage. Specifically, I’m thinking of going to trade shows, conferences, those types of events and doing coverage for your company that’s focused on your industry, your clients, or whoever you might be wanting to attract.

1) What type?

The first thing when you get into this that you really need to decide is what type of coverage you are going to focus on. What most people first think of is doing live tweeting or live blogging. Both of those are all right. I have a couple of problems with them.

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November 7, 2014  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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