How to Research the Path to Customer Purchase – Whiteboard Friday

Posted by randfish

Moving your customers down the funnel from awareness to conversion can make for a winding and treacherous road. Until you fully research and understand the buying process inside and out, it’s far too easy to make a misstep. In today’s Whiteboard Friday, Rand steps back to take a higher-level look at the path to customer purchase, recommending workflows and tools to help you forge your own way.

How to Research the Path to Customer Purchase Whiteboard

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about the path to customer purchase and how to research that path. The reason this is so critical is because we have to understand a few things like our content and conversion strategy around where do we need to be, what content we need to create, how to position ourselves, our product, our brand, and how to convert people. We can’t know this stuff until we truly understand the buying process.

We’ve done a lot of Whiteboard Fridays that involve very, very tactically specific items in one of the steps in these, like: how … Read the rest

May 27, 2016  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

All About App Search: Indexing, Ranking Factors, Universal Links, and More – Whiteboard Friday

Posted by Tom-Anthony

App search is growing and changing, and there’s more opportunity than ever to both draw customers in at the top of the funnel and retain them at the bottom. In today’s special British Whiteboard Friday, Tom Anthony and Will Critchlow of Distilled dig into everything app search and highlight a future where Google may have some competition as the search engine giant.

App Search Whiteboard

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Video Transcription

Tom: Howdy, and welcome to another British Whiteboard Friday. I’m Tom Anthony, head of the R&D Department here at Distilled. This is Will Critchlow, founder and CEO. Today we’re going to be talking about app search. App search is really, really important at the moment because research shows that the average user is spending 85% of their time in apps on their mobile phone.
Will, tell us a bit about app search.

Will: When we say “app search,” we could potentially mean three things. The first is App Store Optimization or ASO, which is not what we’re going to be talking about today. It’s an important area, and it’s got its own quirks … Read the rest

May 20, 2016  Tags: , , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

On-Page SEO in 2016: The 8 Principles for Success – Whiteboard Friday

Posted by randfish

On-page SEO is no longer a simple matter of checking things off a list. There’s more complexity to this process in 2016 than ever before, and the idea of “optimization” both includes and builds upon traditional page elements. In this Whiteboard Friday, Rand explores the eight principles you’ll need for on-page SEO success going forward.

On-Page SEO in 2016: The 8 Principles for Success

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about on-page SEO, keyword targeting but beyond keyword targeting into all the realms of the things that we need to optimize on an individual URL in order to have the best chance of success in the search engines in 2016.

So what does that involve? Well look, we could spend a tremendous amount of time on any one of these, but I’m going to share eight principles that are behind all of the tactical work that you would put into optimizing that page for that keyword term, phrase, or set of phrases. Most likely, in 2016, it is a set of phrases that you’re targeting rather … Read the rest

May 13, 2016  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How to Influence Branded Searches and Search Volumes to Earn Big Rewards – Whiteboard Friday

Posted by randfish

What have you been doing with branded searches? If the answer is “not much,” it may be time to shift your focus a bit. In today’s Whiteboard Friday, Rand explores the huge benefits of turning some of your unbranded searches into branded and offers some key tactical advice.

How to Influence Branded Searches and Search Volumes to Earn Big Rewards Whiteboard

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat a little bit about how to influence branded search and get a load of benefit out of that. Some of these things that I’m going to talk about today are more theoretical. Like we think they work. We’ve experimented. We’ve seen some other folks experiment. We’re pretty sure. Then some of them are solid. We know that these things influence. Regardless, I think I can persuade you that trying to turn more of your unbranded search into branded search is a hugely positive thing. Generating more branded search in general is also hugely positive. Let me show you what I mean with some examples first.

Non-branded search

Non-branded search, these are essentially the … Read the rest

April 22, 2016  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How to Create 10x Content – Whiteboard Friday

Posted by randfish

[Estimated read time: 8 minutes]

Have you ever actually tried to create 10x content? It’s not easy, is it? Knowing how and where to start can often be the biggest obstacle you’ll face. In today’s Whiteboard Friday, Rand talks about how good, unique content is going to die, and how you can develop your own 10x content to help it along.

How to Create 10x Content Whiteboard

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about how to create 10x content.

Now, for those of you who might need a refresher or who haven’t seen previous Whiteboard Fridays where we’ve talked about 10x content, this is the idea that, because of content saturation, content overload, the idea that there’s just so much in our streams and standing out is so hard, we can’t just say, “Hey, I want to be as good as the top 10 people in the search results for this particular keyword term or phrase.” We have to say, “How can I create something 10 times better than what any of these folks are … Read the rest

March 18, 2016  Tags: , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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