Should I Rebrand and Redirect My Site? Should I Consolidate Multiple Sites/Brands? – Whiteboard Friday

Posted by randfish

Making changes to your brand is a huge step, and while it’s sometimes the best path forward, it isn’t one to be taken lightly. In today’s Whiteboard Friday, Rand offers some guidance to marketers who are wondering whether a rebrand/redirect is right for them, and also those who are considering consolidating multiple sites under a single brand.

Whiteboard - Should I Rebrand or Redirect My Site? Should I consolidate Multiple Sites Under One Brand?

For reference, here’s a still of this week’s whiteboard. Click on it to open a high resolution image in a new tab!

To rebrand, or not to rebrand, that is the question

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. Today we’re going to chat a little bit about whether you should rebrand and consider redirecting your existing website or websites and whether you should potentially consolidate multiple websites and brands that you may be running.

So we’ve talked before about redirection moves best practices. We’ve also talked about the splitting of link equity and domain authority and those kinds of things. But one of the questions that people have is, “Gosh, you know I have a website today and given the moves that Google has been making, that the social media world has been making, … Read the rest

May 8, 2015  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Why the Links You’ve Built Aren’t Helping Your Page Rank Higher – Whiteboard Friday

Posted by randfish

Link building can be incredibly effective, but sometimes a lot of effort can go into earning links with absolutely no improvement in rankings. Why? In today’s Whiteboard Friday, Rand shows us four things we should look at in these cases, help us hone our link building skills and make the process more effective.

For reference, here’s a still of this week’s whiteboard. Click on it to open a high resolution image in a new tab!

Why the Links You've Built to That Page Aren't Helping it Move up the Rankings Whiteboard

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about why link building sometimes fails.

So I’ve got an example here. I’m going to do a search for artificial sweeteners. Let’s say I’m working for these guys, ScienceMag.org. Well, this is actually in position 10. I put it in position 3 here, but I see that I’m position 10. I think to myself, “Man, if I could get higher up on this page, that would be excellent. I’ve already produced the content. It’s on my domain. Like, Google seems to have indexed it fine. It’s performing well enough to perform on page one, granted at the bottom of page one, for this competitive … Read the rest

May 1, 2015  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Extract SEO Value from SERPs with Knowledge Graph and Answer Boxes – Whiteboard Friday

Posted by randfish

Many SEOs are frustrated by the ever-expanding repertoire of answer boxes and results from the Knowledge Graph on Google’s SERPs. One thing we can be sure of is that they’re not going away anytime soon, so in today’s Whiteboard Friday, Rand offers some strategic advice (as well as several tactics) for getting SEO value from those SERPs, and even from those boxes.

For reference, here’s a still of this week’s whiteboard. Click on it to open a high-resolution image in a new tab!

SERPS in Knowledge Graph Whiteboard

Howdy, Moz Fans!

…and welcome to another edition of Whiteboard Friday. This week we’re talking about the rich answers, instant answers, direct answers, whatever you want to call them, that Google and Bing are providing in search results, that are taking away a lot of clicks from those search results that people look for.

4 Types of challenging results

I think the big four that SEOs are concerned about are what I’m going to walk through first, and then we’ll talk about some tactical ways that marketers can actually work around them or even take advantage of them.

#1 – Customized instant answer (a.k.a. answer boxes)

So the first one here is what … Read the rest

April 24, 2015  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How Google’s Evolution is Forcing Marketers to Invest in Loyal Audiences – Whiteboard Friday

Posted by randfish

Given Google’s recent changes to SERPs and their April 21 mobile deadline, does SEO still come first? In today’s Whiteboard Friday, Rand walks you through tactics you can use to build a loyal audience before you need to do SEO.







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

How Google's Evolution is Forcing Marketers to Invest in Loyal Audiences Whiteboard

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Video transcription

Howdy Moz fans and welcome to another edition of Whiteboard Friday. This week we’re chatting on some of the changes that Google has made that are forcing marketers to invest more and more in building loyal audiences before they do SEO. This is kind of a reverse of years past where we could use SEO as that initial channel where we attracted visits who would become our customers, our email subscribers, our social media fans and followers. All of these things have kind of switched direction.

Why move SEO later in the process?

There are some reasons why. First off, Google has for a lot of broad, head of the demand curve queries, they’ve taken some of the

Read the rest

April 17, 2015  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Elements of Personalization & How to Perform Better in Personalized Search – Whiteboard Friday

Posted by randfish

From information about your location and device to searches you’ve performed in the past, Google now has a great deal of information it can use to personalize your search results. In today’s Whiteboard Friday, Rand explains to what extent they’re likely using that information and offers five ways in which you can improve your performance in personalized search.







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

Elements of Personalization Whiteboard

Click on it to open a high resolution image in a new tab!

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat personalization, talking about the elements that can influence personalization as well as some of the tactical things that web marketers and SEOs specifically can do to help make their sites and their content more personalized friendly.

How personalization works

So, what are we talking about when we’re talking about personalization? Well, Google is actually personalizing by a large number of things and probably even a few things I have not listed here that they have not been totally transparent or forthcoming about.

Logged-in visitors

The things that we know about include things like:

April 10, 2015  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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